midterm Flashcards
What is freewriting?
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
What is PR?
Strategic communication process, mutually beneficial relationships between organizations and the publics on whom their success or failure depends
1 skill needed in PR
Writing
Macro editing
Big picture- did I meet my main goals, is the message clear, does it look good?
Micro editing
minute details, fine tooth comb editing, double and triple check facts
Gatekeeper
A person who controls the flow of information. (Editor, news director, webmaster, social media manager, etc.)
Audience
The people that use the particular medium (newspaper, website, TV station…)
Public
individuals that have relationship with your organization and who are important to the organization’s success
Creative writing vs functional
Creative focuses on imagination and artistic style, one mind sharing an idea. Functional emphasizes purpose, format and objective, is like writing on a mission.
Elements that make a news story interesting
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
categories of news
Hard news, breaking news, soft news, specialized news
hard news
Information with an edge – momentous events, accidents, crime, death, disaster, scandals and activities with immediate results such as elections or trials.
Breaking news
Hard news that is happening as the media are covering it
Soft news
Lighter information that generally deals with routine activities, programs, leisure entertainment and developments without major consequences or with distant results.
Specialized news
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.
Functional vs systems approach
ways to consider newsworthiness
Functional approach
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.
Systems approach
Based on the concept of linkages, identify publics: Consumers, producers, enablers and limiters, probe for news stories to each categories of publics
news writing style (for readability)
Should be simple, words averaging 1.5 syllables, 16 words or less. 1 written line= 6 lines of unbroken text in a newspaper.
Attribution and quotations
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.
Objectivity and neutrality
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
Types of feature stories
Biographical narrative, personal profile, personal interview, organizational history, organizational profile, backgrounder, how to article, Q&A. case study, information digest.
Biographical narrative
-about people important to the organization, cause or event. Straight forward accound of work history, accomplishments, education, etc
Personal profile
goes beyond the biographical narrative: is based on what others say, generally includes quotes or anecdotes. interest more in personality than accomplishments.
personal interview
right to the source
organizational history
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
Organizational profile
Often includes overview of mission, purpose, operating practice and achievements
Backgrounder
Provides background of product or services offered, OR explains situation affecting organization
Parts of a narrative feature:
Lead, nutgraf, body, kicker
Lead
Lead should be flexible. could include an incident, a question, a direct address, an allusion, a pun, a description, a quote…
nutgraf
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)
body
Must be coherent. All facts must fit together smoothly, must illustrate character and personality. Should reveal the character of the person written about
Kicker (take away)
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
Issue management
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
types of audits
Environmental audio Performance/perception audit literature reviews Interviews Focus groups Surveys Content analysis
position stamement
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
Contingency statement
Often written to prepare the organization for various potential situations. Written in advance of a situation
PR Research process
RPIE- Research, planning, implementation and evaluation
Elements of a news release( dateline, city, contact)
Inverted pyramid, boilerplate, for immediate release, city and state, contact into, more more more, ###
Should newsletters use jargon?
In most cases, no, but in the case of an industry specific newsletter it would be appropriate
Highlighted quotes or phrases in newsletter
pull quotes
How are the securities and exchange commission involved with annual reports?
Requires that all publicly traded companies produce this information annually.
Writing style used in a newsletter
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.
Types of newsletters:
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
