Exam #3

Question 1

Public relations

Answer 1

Public relations is planned and continuous communication designed to promote an organization and its image, products or services to the public

Question 2

Public relations settings

Answer 2

Settings:
Areas include: business, government, education, healthcare, nonprofits, professional associations, entertainment/sports, international PR, investor relations, politics, environment, crisis management, digital public relations

Question 3

Public relations functions

Answer 3

Functions:
(Public opinion) → Attempt to influence public opinion in ways positive to a client
(Communication) → Explain client’s action to its various publics
(Management) → help company set its goals + adapt to a changing environment

Question 4

Advertising

Answer 4

advertising is any form of nonpersonal presentation and promotion of ideas, goods and services usually paid for by an identified sponsor → advertising is one component of a general promotion process

Question 5

Advertising settings

Answer 5

Settings:
Nonpersonal → directed toward a large group of anonymous people
Paid content → differentiates advertising from publicity, which is not usually purchased
Sponsor identification → often the main purpose of advertising

Question 6

Advertising functions

Answer 6

Functions:
Target audience (consumer and business): the specific audience for whom a product or service has an appeal → many target audience can be defined but most general are consumer + business
Geographic focus: international, national, local (retail) audiences
Purpose: selling a specific product/service as opposed to trying to improve a company’s image/influence public opinion
Primary vs. selective demand: Primary = promotes a product category rather than a specific brand
Selective demand = promotes a particular brand
Direct vs. indirect actions: Direct = promotes direct, short-term action from consumers
Indirect = promotes long-term brand recognition/consumer awareness

Question 7

Relationship between advertising and public relations

Answer 7

Public relations = management + not sponsored
Advertising = marketing + sponsored
Relationship = both communication strategies

Question 8

News releases: what they are; their role in PR practitioner’s duties

Answer 8

Kinds: advance, event, features, and discoveries/results stories
Role: To promote the client’s information to the public through the media

Question 9

Convergence: two settings

Answer 9

Blending of media outlets/ownership (ex. UT San Diego/UT TV)
Blending of communication technologies (TV news outlets including print stories on their websites)

Question 10

Types of stories covered in Chapter 16

Answer 10

Brights = short humorous stories with unexpected endings
Second-day/Follow-Ups = stories covering developing events like trials, campaigns, natural disasters etc.
Roundups = stories summarizing several events in one
Sidebars = separate news stories highlighting developments related to major events (of secondary importance)
Obituaries = descriptions of people’s lives and notices of their deaths

Question 11

Copyediting: What is a universal desk, according to class lecture?

Answer 11

copy desks where copy editors handle multiple types of content (articles, features, opinion) rather than specializing

Question 12

Copyediting: What are the three key positions on a copy desk?

Answer 12

Copy chief = management position in news meetings
Slot editor = assigned per work day to manage copy flow from news sections to copy desk for editing
Rim editor = assigned to do deep reviews of stories + related elements before publication

Question 13

Define what a headline is

Answer 13

Purpose = short sentence that: summarizes story, captures readers’ attention, maintains mood of the story, helps set tone, indicates story’s importance, adds attractiveness to site

Question 14

Define what a deck is.

Answer 14

Deck = 10-12 words, below the headline, further explains story

Question 15

Define what a subhead is (headline type vs. story type)

Answer 15

Headline type = deck
Story type = small deadlines within body of a story separating key portions of that story

Question 16

Proper style and approach to writing headlines, decks, subheads

Answer 16

Headline style: 4-7 words, subject, active verb, present tense, no articles, avoid double meanings, proper grammar/punctuation, no periods, semicolon to separate independent thoughts
Deck style: 10-12 words, below headlines,
Subhead style: 4-7 words, standard headline guidelines

Question 17

What is a caption? What is it also known as?

Answer 17

Definition = descriptive written element that accompanies news photo.
caption/cutline are interchangeable

Question 18

Proper style and approach to writing captions

Answer 18

Captions style = under photo, state the obvious/duplicate information, make it interesting, include what/when/where/photo credit

Question 19

Define and briefly expand on the notion of internal communications and external communications in the public relations profession, as explained in Chapter 19 of the class textbook.

Answer 19

Internal communication = PR practitioners work to keep a company’s employees informed about the organization to ensure that staff think of themselves as part of the company (website, newsletter, annual report)
External communication = PR practitioners promote positive image of an organization by targeting specific audiences and researching the best ways to reach them (news releases, press coverage, visuals for journalists, special events, PSAs, meetings, posters/brochures/pamphlets, social media/blog)

Question 20

List and briefly define the four most common types of news releases, as covered in Chapter 19 of the class textbook.

Answer 20

Advance- release announcing upcoming activity or event
Event- release about events written as if it had already happened
Feature- release including a subject that is informative and well-written
Discoveries and Results- release announcing discoveries (universities, hospitals, corporations, research etc.) to highlight an organization’s reputation

Question 21

In the documentary “Generation Like,” the “Hunger Games” movie series is highlighted as an example of linking brand identity with fans’ social media behavior. Explain how the film franchise built its word-of-mouth popularity, according to one teen girl’s experience covered in the documentary. What did experts describe about what information was being tracked and the film series’ goals for the marketing campaign? Are fans part of the marketing campaign itself?

Answer 21

The Hunger Games franchise built its popularity through its official websites that allow fans to compete with each other for virtual prizes (sparks). By retweeting, reposting or creating content sharing about the upcoming release of the film, fans earn “sparks” and are ranked by their number of sparks. Experts say the film franchise’s goal is to create “a controlled brushfire online” by turning the consumers into the marketers themselves. In addition, every engagement that fans make is tracked, counted and collected.

Question 22

5 points extra credit: (Week 15 module) In the documentary “Generation Like,” the Oreo cookie brand is highlighted as an example of linking brand identity with a social cause through social media marketing. Explain how marketing Oreo along with a current issue helped the sale of Oreo, and who did the bulk of the marketing: Oreo itself or the target audience.

Answer 22

The Oreo brand posted a pride related image (an oreo with the colors of the pride flags layered as the cream filling) which made them gain a lot of attention because it is such a relevant social cause. Apart from creating and posting the image, Oreo did not do much of the marketing. The bulk of it actually came from the millions of individuals who took the time to like, comment and share the post on social media.

Question 23

5 points extra credit: (Week 13 module) In the TED Talk “Connected, but alone?”, what did psychologist Sherry Turkle mean by the idea that we are “alone together” in our social media climate? Cite at least one example from Sherry Turkle to underscore your impressions

Answer 23

Turkle explained that the thing that is most important for people is control over where they put their attention. So while someone might find it important to go to a board meeting and listen to their coworker’s presentation, they find it more important to pay attention only to what interests them the most.