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Home Page Social Science Business Advertising Integrated Marketing Communications Chapter 15: Public Relations Writing - Flashcards

Chapter 15: Public Relations Writing – Flashcards

Malcolm Bright
7 July 2022
10 test answers

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question
What is the foremost technical skill of PR professionals?
answer
The ability to write and speak easily, coherently, and quickly.
question
What are several of the writing fundamentals one must consider?
answer
1. The idea must precede the expression 2. Don't be afraid of the draft 3. Simplify, clarify 4. Finally, writing must be aimed at a particular audience
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What is the essence of the Flesch method of writing?
answer
- Use contradictions such as "it's" and "doesn't" - Leave out the word "that" whenever possible - Use pronouns such as "I", "we", "they" and "you" - When referring back to a noun, repeat the noun or use a pronoun. Don't create eloquent substitutions - Use brief, clear sentences - Cover only one item per paragraph - Use language the reader understands
question
what is the purpose of a news release?
answer
A written or recorded communication directed at members of the news media for the purpose of announcing something newsworthy.
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What is the inverted pyramid, and why does it work?
answer
A method of organisation in which facts are presented in descending order of importance. The inverted pyramid became a standard form in American newspapers early in the 20th century, and variations on the form remain common today in news stories, press releases, short research reports, and other forms of expository writing.
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question
What is the essential written communications vehicle used by public relations professionals?
answer
The news release
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question
What are style considerations of news releases?
answer
The style of writing is almost as critical as the content. Style rules include: - Capitalisation i.e. Used sparingly - Abbreviations i.e. Dec. 11. 2009 or just December 2009 - Numbers i.e. spell out numbers 1-10, then numbers after write normally - Spelling
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question
What is an SMR and what distinguishes it?
answer
A Social Media Releases are designed to reach nontraditional journalists, such as bloggers and podcasters. SMRs might use a photo or other technological tools such as video, audio, links etc.
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question
What are the keys in writing releases for the Internet?
answer
- One reporter per "To" line - Limit subject line headers - Hammer home the headline - Limit length - Observe 5W format - No attachments - Remember readability
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question
Why shouldn't PR writers include attachments on email releases?
answer
Because journalists wish neither to face the risk of a virus nor take the time to download.
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Question
What is the right structure for an essay
Answer
A paragraph is a related group of sentences that develops one main idea. Each paragraph in the body of the essay should contain:
  • a topic sentence that states the main or controlling idea
  • supporting sentences to explain and develop the point you’re making
  • evidence from your reading or an example from the subject area that supports your point
  • analysis of the implication/significance/impact of the evidence finished off with a critical conclusion you have drawn from the evidence.