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PR Writing > Test 1 > Flashcards

Test 1 Flashcards

1
Q

Gatekeeper

A

Person who controls the flow of information

Ex. News Director, Webmaster

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2
Q

Audience

A

The people that use the particular medium

Ex. Newspaper, Website

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3
Q

Public

A

Individuals that have relationship with your organization and are important to the organizations success

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4
Q

Job as practitioner

A

Know the mind of the gatekeeper

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5
Q

Journalist Elements of News

A

Action, Conflict, Drama, Effect, Fame, Importance

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6
Q

PR Elements of News

A

TIP CUP
Timeliness, Impact, Prominence
Conflict, Unusualness, Proximity

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7
Q

Significance/Impact

A

Involves important information. Will it impact a large number of people?

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8
Q

Local/Proximity

A

News interest involves information about a local community. Lack of leads to turn down.

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9
Q

Balance

A

Acknowledge problems and use them to organizations advantage. Long term vs. short term gain.

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10
Q

Timeliness

A

Enhanced when current. Info about tomorrow is the best. Don’t announce too early

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11
Q

Unusual

A

Deals with unusual incidents. Includes human interest/novelty

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12
Q

Fame/Prominence

A

When information deals with famous people. “Names make news”

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13
Q

Conflict

A

When there is passion on the topic. Be careful before committing to this category

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14
Q

Categories of News

A 
Hard News
Breaking News
Soft News
Specialized
Finding News
Generating News
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15
Q

Hard News

A

Info with an edge (crime, disaster)

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16
Q

Breaking News

A

Happening as the media is covering it. Ongoing series of updates of basic facts

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17
Q

Soft News

A

Lighter info that deals with routine activities without major consequences

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18
Q

Specialized

A

Info of importance to particular publics and segment of media. To be successful, must see beyond general story

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19
Q

Finding News

A

finding newsworthy actives (System Approach, Functional Approach)

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20
Q

System & Functional Approach

A

Systems:
based on concepts of linkages, identify publics(consumers, producers, enablers, limiters)
Functional:
Identify major activities, view the activity looking toward potential news stories, look to 5 major categories (events, Issues and trends, policies and governance, personnel, and relationships)

21
Q

Generating News

A

Know the media-formats and elements of newsworthiness, know organization, publics and what’s happening in community

22
Q

General Activities to generate news

A

Awards, Contests, Local Needs, Reports, Campaigns

23
Q

Use Short Sentences

A

Simple words, 1.5 syllables, 16 words or less, 1 line=2.5-3 lines in newspaper

24
Q

Advice

A

Avoid cliches, use conventional English, leave out sales pitch and history, sell sizzle not the steak

25
Q

Titles of People

A
  • Formal titles denote authority, professional activity or academic achievement. Precede name/capitalized/no comma
  • Short functional and occupational titles. Can precede name/without capitalization/with no comma
  • Longer functional titles. Can precede or follow the name/without capitalization/set off by campus
26
Q

Objectivity & Neutrality

A

Readers should feel like they’re getting facts, not opinions. Always targeted, but in news format, it cannot appear that way.

  • Avoid you and your statements
  • Avoid telling readers what to do
  • Provide info not direction
27
Q

New Release

A

A story written by a PR professional that has the look and feel of a journalistic report. Most recognizable piece of communication
-12 pt Times New roman, 1” margin, 1.5-2 spacing, no extra spacing between paragraphs

28
Q

News flag

A

the world “News” printed in large type

29
Q

Organization Identification

A

Name and address

30
Q

Contact Information

A

PR contact person (name, phone, email, fax, web address)

31
Q

Distribution Date

A

Two dates- Written & released

32
Q

Lead Time

A

Daily Newspapers: 1 week- less than 1 hour
Nondaily newspapers: 1 publication date ahead of time
Magazines: Two-month lead
Radio Stations: 1 week-live
TV: 1 week- live
Blogs and News Websites: Technically no lead time

33
Q

Purpose of Lead

A

To attract the attention of each member of your key public (Media Gatekeeper, and then reader, listener or viewer)

  • gateway to entire story and is crucial for success
  • editors don’t have time to read story from start to finish
34
Q

Summary News Lead

A

Most common type of lead in PR.

  • presents the most significant and interesting facts in the first one or two paragraphs
  • too little info is boring-too much is confusing
  • the “who/what/when/why/how” is useful for leads
35
Q

Breakdown of Lead

A

News element: Lead with news. Don’t begin with minor details
Context: Where and when are important elements. Sometimes inefficient way to begin
Delayed Detail: gives general info rather than specific names
Names: Only use name if most of audience recognizes it. Generically mention the individual and then use name
Reference: when providing identification, following a generic reference, make link clear
Attribution: Doesn’t have to be in the lead sentence, and use detail (times, dates, addresses and fees in following paragraph)
Topic: Avoid say-nothing leads that report topics rather than provide info
Historical Context- Avoid leads that begin with the background or historical context

36
Q

Benefit Statement

A

The biggest difference between the way a PR practitioner writes and a journalist. Indicates the advantage or opportunity that’s being offered. Use a quote to make it flow into the release

37
Q

Info/Action Statement

A

Focuses on mobilizing readers and viewers. Gives how-to instructions on ways to get more info

38
Q

Secondary Detail

A

Writers look back at “who/what/when/where/why/how”

39
Q

Background Information

A

Provides context for the report, used to help address objectives, may include the history of a project.

40
Q

Organizational Identification

A

Optional part of a news release, paragraph of standard wording that is routinely dropped into news releases near the end

41
Q

Types of News Releases

A

Event Release- things happening soon
Personnel Release- promotions and personnel changes
Progress Release- development within organization
Program Release- Offer the organization to announce new services
Product Release- new or existing product
Bad-news Releases: Deal with reality of bad things
Crisis Release- directly, swiftly and accurately with a crisis
Financial Release- meant for news venues and audiences with financial interest

42
Q

News Fact Sheets

A

Generally Include: Who, what, when, where, why and how about event and activity
Often Include: background info, benefit statements, quotes, other useful info

43
Q

Structure of Fact Sheet

A

Organization ID, Contact Info, Format Label, Content Headings (Optional)

44
Q

Background Fact Sheets

A

Provides background on issues, programs or products.

  • called “factor” or “breaker box”
  • meant to simplify info
  • backgrounder is different and much longer
45
Q

Event listing

A

Brief announcement of upcoming events in various community calendars

  • virtually all print
  • identify key publics and media they pay attention to
  • know who handles the event calendar
46
Q

Media Advisory

A
  • Straightforward memo to notify media about an upcoming activity
  • Provides info-media advisory informs media that something is going to happen
47
Q

Public Advisory

A

Mainly used in emergency

  • often use news outlets to communicate with journalists
  • direct announcement to warn the public of potential
  • brief and actual including a follow up
48
Q

Story Idea Memo

A

Sometimes reluctant to use feature stories written by PR practitioners

  • editors assign report to write feature
  • can create story idea memos to invite editors to develop features
  • generally no more than 1/2 page in paragraph form
49
Q

Pitch Letter

A

Like a story idea but unmistakably a sales piece

  • no more than 1/2 page in paragraph form
  • no wild exaggeration but use enthusiasm
  • always follow with phone call

PR Writing (1 decks)

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