PR Writing Test – Flashcards

Information that, once it leaves your hands, is at the mercy of the media. The outlet has total editorial control over the content, style, placement, and timing. Press release is an example. Benefits of uncontrolled information: Generally cheaper since you don't have to pay for production or placement costs and it Gains credibility when it passes through the media, according to the public

Information over which you have total control as to editorial content, style, placement, and timing. Community sensitivity is an exception. Institutional and advocacy, house publications, brochures, and paid broadcast are examples

Data collected for the first time and specifically for the project at hand. It is generally more expensive since you have to do everything from scratch. Developing questions, surveys, collecting & analyzing data are examples. The research is completely relevant to your current issue

small number of people who get together and present them questions and ask for their reactions

PROS: interpret body language, facial expressions, and other nonverbal clues CONS: potential inconsistency w/ abilities of interviews & lack of willingness from people

CONS: has to be short (less than 5 minutes), less depth. PROS: more people can be interviewed, not truly random sampling

PROS: gather in-depth information from lots of people at the same time. Built-in consistency. CONS: inability to clarify confusing questions, not truly random sampling

information gathered from research that paints a picture of the public being studied by its distinctive demographic characteristics. Needed for reader profile.

information gathered from research that allows for generalizing about a larger group of the population. This means people chosen must be representative of the larger population for target audience.

Research with data that has been previously collected, often by third parties, for other purposes and adapted to the current needs. It is generally less expensive and quicker to obtain. This information has to be adapted to your uses and not always answer your questions.

Balanced and complete information. Purpose is to let readers in on something that they may not know about or may have an incomplete picture. May be to publicize, set the record straight, or let readers know what's happening.

moving people to believe or act a certain way

This is the theory that people only tend to seek out messages that are consistent to their attitudes

persuasive strategies designed to gain agreement through techniques of persuasion based not on reasoned argument

use rewards and punishments controlled by either audience members themselves or as the result of the situation.

call upon the audience to help come to the aid of the communicator or some third party represented by the communicator

Three forms o May use direct requests with no rationale or motivation o May provide explanation accompanied with reasons for complying. o May provide hints in which circumstances are suggested from which audience draws the desired conclusions and acts in the desired way

designed to oppose another point of view and to persuade. There are two types:

rhetoric argument from Greeks. Based on reason and facts and the counter-argument is most likely from the opposing view

strategy that resonates emotionally with the audience. It is not overly-interested in presenting the facts. Audience analysis is used to determine which emotional appeal is best.