final Flashcards
area’s where diversity is necessary for success
sources and audiences
how to show appreciation for diversity in writing
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
elementsethical decisions are based on what?
Public interest
Employer or client
Professional organization’s code of ethics
Personal values
Persuasion
it’s most effective when it’s a win win
Remember, your audience is asking “ what’s in it for me? “
three uses for persuasion
Change or neutralize hostile opinions (most difficult)
Develop latent opinions
Maintain favorable opinions
aristotles approach to persuasion
Logos – Appeal to intellect or logic
Pathos – Appeal to emotions
Ethos – Appeal to speakers character, or source credibility
Cheney and Tompkin’s four principles that should guide persuasive negotiations.
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
Monroe’s Motivation Sequence:
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
Informative Speeches
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
Persuasive Speeches
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
Special-Occasion Speeches
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
no no’s for speeches
poor presentation, lack of credibility, stats instead of emotion
goals of speeches in general
aim for a reaction
format of speeches
intro, body, conclusion
why are websites helpful?
Create easy access to info for reporters and journalists, easy interaction with public, free adversing. Should inform, entertain, persuade..
style for websites
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
What are blogs?
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.
Blog pages
contain info that doesn’t change ( makes a blog more like a website
disadvantages of blogs
lack of objectivity
blog vs website
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,
amount of time you have to catch the readers attention
5 seconds
fliers
An unfolded sheet meant to:
Be read as a single unit
Provide time-specific information
Increase awareness about a topic
format
Tends to be headlines, pull-quotes, etc. Over 12 point.
typeface
The design of a single set of letterforms, numerals, and signs unified by consistent visual properties.
typefont
Type font is a complete set of letterforms, numerals, and signs, in a particular face, size, and style, that is required for written communication.
type family
A type family is several font designs contributing a range of style variations based upon a single typeface design.
type style
Modifications in a typeface that create design variety while retaining the essential visual character of the face.
point and pica
point is the height of type, pica is the width
kerning
space between two characters
tracking
spacing for a group of letters
leading
line spacing
brochures
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
two categories of brochures
Information
Promotion
planning sheet
PR situation Key publics New pitch Benefit statement Tone of message Intended outcomes Action statement Readability range
how to have readable type
- avoid long line length
- avoid small point sizes and extreme column depth
- Avoid very open and very tight type spacing
- left justified alignment works best
- break up text type
- avoid extreme rags, widows and orphans
direct mail:
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
pitfalls of direct mail
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)
three types of blogs that are interest to PR people
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.
multimedia storytelling
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.
