midterm

Question 1

What is freewriting?

Answer 1

more about getting whatever comes to mind onto paper, rather than editing as you write. Say whatever comes to mind and sort it out later

Question 2

What is PR?

Answer 2

Strategic communication process, mutually beneficial relationships between organizations and the publics on whom their success or failure depends

Question 3

1 skill needed in PR

Answer 3

Writing

Question 4

Macro editing

Answer 4

Big picture- did I meet my main goals, is the message clear, does it look good?

Question 5

Micro editing

Answer 5

minute details, fine tooth comb editing, double and triple check facts

Question 6

Gatekeeper

Answer 6

A person who controls the flow of information. (Editor, news director, webmaster, social media manager, etc.)

Question 7

Audience

Answer 7

The people that use the particular medium (newspaper, website, TV station…)

Question 8

Public

Answer 8

individuals that have relationship with your organization and who are important to the organization’s success

Question 9

Creative writing vs functional

Answer 9

Creative focuses on imagination and artistic style, one mind sharing an idea. Functional emphasizes purpose, format and objective, is like writing on a mission.

Question 10

Elements that make a news story interesting

Answer 10

Info about organization, interest of news media and interest of key publics; TIPCUP- timeliness, impact, prominence, conflict, unusualness, proximity.

Action, adventure, change, conflict, consequence, contest, controversy, drama, effect, fame, importance, interest, personality, popularity, prominence, proximity

Question 11

categories of news

Answer 11

Hard news, breaking news, soft news, specialized news

Question 12

hard news

Answer 12

Information with an edge – momentous events, accidents, crime, death, disaster, scandals and activities with immediate results such as elections or trials.

Question 13

Breaking news

Answer 13

Hard news that is happening as the media are covering it

Question 14

Soft news

Answer 14

Lighter information that generally deals with routine activities, programs, leisure entertainment and developments without major consequences or with distant results.

Question 15

Specialized news

Answer 15

Deals with information of importance to particular publics and particular segments of the media. Generally includes business, religion, sports, arts, agriculture, technology, science, health, family and home.

Question 16

Functional vs systems approach

Answer 16

ways to consider newsworthiness

Question 17

Functional approach

Answer 17

identify major publics, view the activity with an eye toward potential news stories. Five major categories: Events, issues and trends, policies and governance, personnel, and relationships.

Question 18

Systems approach

Answer 18

Based on the concept of linkages, identify publics: Consumers, producers, enablers and limiters, probe for news stories to each categories of publics

Question 19

news writing style (for readability)

Answer 19

Should be simple, words averaging 1.5 syllables, 16 words or less. 1 written line= 6 lines of unbroken text in a newspaper.

Question 20

Attribution and quotations

Answer 20

Most common attribution involves the past tense for of the verb say, such as said or they said. Full sentence quotes begin a new paragraph, attribution should follow, not precede a brief full sentence quote. Speech tag can interrupt a longer full sentence quote. Attribution comes before small quotes. Partial quotes cannot lead into full sentence quotes. Paraphrases are appropriate substitutes for cumbersome quotes. Quote-Speaker-Said. Attribution should be to people, not organizations.

Question 21

Objectivity and neutrality

Answer 21

Readers should feel like they are getting facts, not opinions. Report facts, attribute opinions. Well written PR is a;ways targeted but int a news format, it cannot appear that way.
Avoid you and your statements
avoid telling the reader what to do
provide information, not direction

Question 22

Types of feature stories

Answer 22

Biographical narrative, personal profile, personal interview, organizational history, organizational profile, backgrounder, how to article, Q&A. case study, information digest.

Question 23

Biographical narrative

Answer 23

-about people important to the organization, cause or event. Straight forward accound of work history, accomplishments, education, etc

Question 24

Personal profile

Answer 24

goes beyond the biographical narrative: is based on what others say, generally includes quotes or anecdotes. interest more in personality than accomplishments.

Question 25

personal interview

Answer 25

right to the source

Question 26

organizational history

Answer 26

beginnings and developments or an organization. helps to explain what the organization does and what they stand for. often found in conjunction with mission statement

Question 27

Organizational profile

Answer 27

Often includes overview of mission, purpose, operating practice and achievements

Question 28

Backgrounder

Answer 28

Provides background of product or services offered, OR explains situation affecting organization

Question 29

Parts of a narrative feature:

Answer 29

Lead, nutgraf, body, kicker

Question 30

Lead

Answer 30

Lead should be flexible. could include an incident, a question, a direct address, an allusion, a pun, a description, a quote…

Question 31

nutgraf

Answer 31

Short for nutshell paragraph: Transitions out of the lead into the rest of the story, answers the why should I care?
Often explains the timeliness, and includes supporting material (why this is important)

Question 32

body

Answer 32

Must be coherent. All facts must fit together smoothly, must illustrate character and personality. Should reveal the character of the person written about

Question 33

Kicker (take away)

Answer 33

Features differ from news stories because they have an ending. The kicker serves to wrap up the piece and should have a satisfying conclusion. ways to end a feature include:
a link back to the lead
a final quote
a closing scene

Question 34

Issue management

Answer 34

Monitoring the environment is key: Identify pending issues, and anticipate the chance and degree of emergency of issues
Analyze both from the publics and the organizations perspective

Question 35

types of audits

Answer 35

Environmental audio
Performance/perception audit
literature reviews 
Interviews 
Focus groups 
Surveys
Content analysis

Question 36

position stamement

Answer 36

When an organization wants to give their opinion on matters of public or organizational interest. A position statement presents facts, explains an issue and reaches a conclusion as to what should be done (white paper) Position papers are often lengthy and detailed presentations, position paragraphs are a brief statement addressing a transitory or less complex issue

Question 37

Contingency statement

Answer 37

Often written to prepare the organization for various potential situations. Written in advance of a situation

Question 38

PR Research process

Answer 38

RPIE- Research, planning, implementation and evaluation

Question 39

Elements of a news release( dateline, city, contact)

Answer 39

Inverted pyramid, boilerplate, for immediate release, city and state, contact into, more more more, ###

Question 40

Should newsletters use jargon?

Answer 40

In most cases, no, but in the case of an industry specific newsletter it would be appropriate

Question 41

Highlighted quotes or phrases in newsletter

Answer 41

pull quotes

Question 42

How are the securities and exchange commission involved with annual reports?

Answer 42

Requires that all publicly traded companies produce this information annually.

Question 43

Writing style used in a newsletter

Answer 43

Variety of sizes, but typically 8.5x11 or 11x17 folded. can be horizontal or vertical, two three or four column format. Conversational information writing style. Journalistic writing style not required, but should borrow heavily from this genre. use active voice, and inverted pyramid style.

Question 44

Types of newsletters:

Answer 44

Employee:directly addresses employees, formatted like a short newspaper.
Member: keeps members informed about important news events, educational opportunities
Community: geared towards people who live in the same town, neighborhood, development, building. Builds a sense of community
Special interest subscriber: designed for groups whose connections are based on common interest, can be related to hobbies, trades, political or religions affiliations
Advocacy: Present information on a specific topic or point of view, can be published in conjunction with other types if newsletters; goal is to gain and maintain public support