final

Question 1

area’s where diversity is necessary for success

Answer 1

sources and audiences

Question 2

how to show appreciation for diversity in writing

Answer 2

Balance personal pronouns (he/she)
Avoid words that describe particular 
         relationships
Know dates of major religious holidays/
         events
Don’t use physical descriptions
Aim for diversity in photos and other design 
         elements

Question 3

ethical decisions are based on what?

Answer 3

Public interest
Employer or client
Professional organization’s code of ethics
Personal values

Question 4

Persuasion

Answer 4

it’s most effective when it’s a win win

Remember, your audience is asking “ what’s in it for me? “

Question 5

three uses for persuasion

Answer 5

Change or neutralize hostile opinions (most difficult)
Develop latent opinions
Maintain favorable opinions

Question 6

aristotles approach to persuasion

Answer 6

Logos – Appeal to intellect or logic
Pathos – Appeal to emotions
Ethos – Appeal to speakers character, or source credibility

Question 7

Cheney and Tompkin’s four principles that should guide persuasive negotiations.

Answer 7

Empathy – Truly Listen
Guardedness – Just because you listen doesn’t mean you have to change your opinion
Accessibility – Be willing to consider that you might be wrong
Nonviolence

Question 8

Monroe’s Motivation Sequence:

Answer 8

Attention – Get noticed
Need – Describe a problem (discovered by listening)
Satisfaction – Solution that benefits audience
Visualization – Explain consequence of inaction
Action – tell them what to do to enact solution

Question 9

Informative Speeches

Answer 9

Goal is to increase an audience’s understanding and awareness of the speech’s subject
Relevance of the subject should be clear early; unfamiliar terms should be defined throughout
Supporting materials should be chosen carefully in order to make the greatest impact in the most effective way possible

Question 10

Persuasive Speeches

Answer 10

Goal is to get an audience to “buy something”—a person, thing or action
Key messages should be personally relevant to the audience and demonstrate how a behavior change, product purchase, or vote benefits them
An emotional appeal that does not arouse fear or anxiety can help move the audience to act on the appeal of the speech

Question 11

Special-Occasion Speeches

Answer 11

Most special occasions are an opportunity for a principal or an organization or company to deliver a desired message
Speech should identify the purpose of the special occasion and acknowledge the tone of the event in the speech
Purpose can be to entrain, celebrate, commemorate, motivate, persuade, or inspire

Question 12

no no’s for speeches

Answer 12

poor presentation, lack of credibility, stats instead of emotion

Question 13

goals of speeches in general

Answer 13

aim for a reaction

Question 14

format of speeches

Answer 14

intro, body, conclusion

Question 15

why are websites helpful?

Answer 15

Create easy access to info for reporters and journalists, easy interaction with public, free adversing. Should inform, entertain, persuade..

Question 16

style for websites

Answer 16

Clear, concise and easy to navigate.

Written in HTML

Include useful and direct information

Well-written copy; follow grammar/spelling rules

Short, clear sentences

Avoid long paragraphs and use bullets

Incorporate headlines, subheads, boldface

Question 17

What are blogs?

Answer 17

A blog is a type of website built around a series of posts (also called entries).

Posts are separate (usually short) articles, each with a title and body.
Usually each post includes a section for reader comments.
Blogs generally are posted with the most recent entries first.

Question 18

Blog pages

Answer 18

contain info that doesn’t change ( makes a blog more like a website

Question 19

disadvantages of blogs

Answer 19

lack of objectivity

Question 20

blog vs website

Answer 20

Blog: Designed for easy updates and interaction between the organization and readers.

Blog: Every article can invite and display reader comments, allowing readers to interact not only with the organization but also with each other.

Blog editors generally can disable specific comments if they feel the reader has posted something contrary to the editorial policy of the blog.

Websites: Provide much more information and can allow readers to drill down through various layers of information.

Websites: Used for static information, as a sort of online brochure.

Websites: Offer navigation around the site, a blog pretty much lays it all out in a single view, with time-stamped articles presented in chronological fashion (newest to oldest).

The differences between websites and blogs are disappearing,

Question 21

amount of time you have to catch the readers attention

Answer 21

5 seconds

Question 22

fliers

Answer 22

An unfolded sheet meant to:
Be read as a single unit
Provide time-specific information
Increase awareness about a topic

Question 23

format

Answer 23

Tends to be headlines, pull-quotes, etc. Over 12 point.

Question 24

typeface

Answer 24

The design of a single set of letterforms, numerals, and signs unified by consistent visual properties.

Question 25

typefont

Answer 25

Type font is a complete set of letterforms, numerals, and signs, in a particular face, size, and style, that is required for written communication.

Question 26

type family

Answer 26

A type family is several font designs contributing a range of style variations based upon a single typeface design.

Question 27

type style

Answer 27

Modifications in a typeface that create design variety while retaining the essential visual character of the face.

Question 28

point and pica

Answer 28

point is the height of type, pica is the width

Question 29

kerning

Answer 29

space between two characters

Question 30

tracking

Answer 30

spacing for a group of letters

Question 31

leading

Answer 31

line spacing

Question 32

brochures

Answer 32

When a message last longer than it can with a flier, public relations writers often turn to brochures!

Brochures are controlled, nonpublic medium presenting information of more than transitory interest.

They are published in stand alone pieces rather than as part of a series

Question 33

two categories of brochures

Answer 33

Information

Promotion

Question 34

planning sheet

Answer 34

PR situation
Key publics
New pitch
Benefit statement
Tone of message
Intended outcomes
Action statement
Readability range

Question 35

how to have readable type

Answer 35

1. avoid long line length
2. avoid small point sizes and extreme column depth
3. Avoid very open and very tight type spacing
4. left justified alignment works best
5. break up text type
6. avoid extreme rags, widows and orphans

Question 36

direct mail:

Answer 36

Direct marketing; designed to contact the audience directly

Communicates a sense of urgency; encourages them to take immediate action

The offer is the most important part; entices the consumer to respond

Question 37

pitfalls of direct mail

Answer 37

Can’t guarantee the mail will be read

Make sure the offer is compelling and the benefits are highlighted

Can be difficult to generate the response you want

Obtaining mailing lists

Can become expensive (printing, postage costs)

Question 38

three types of blogs that are interest to PR people

Answer 38

Corporate: Are usually written by an executive and represent the official voice of the organization

Employee: Concerns of liability or the potential for proprietary info to be released, but can be great sources of feedback and ideas

Third-party: Organizations must monitor and respond to the postings on other blog sites.

Question 39

multimedia storytelling

Answer 39

is some combination of text, still photographs, video clips, audio, graphics and interactivity presented in a digital form and a nonlinear format in which the information in each medium is complementary.