Public Relations Writing Test #1 – Flashcards

need to have computer and printer, internet access, and a referencce library keep an eye on the industry/trends

through different mediums use many channels to reach a wide variety

sentences and paragraphs should be tight (clear and consise) keep words simple keep the pace of the reader up WRITE IN ACTIVE, PRESENT TENSE Include imagery and verbal illustrations

be clear use action verbs apply active voice avoid jargon focus on people

media uses and gratification cognitive dissonance framing dissusion and adoption hierarchy of needs

tailor message that are meaningful to the target public people choose messages based on their needs and interests

Reject idea that conflicts with the values we hold unless communicator can introduce information that causes them question their belief

focusing on attributes to generate max. interest Journalists select certain facts, themes, and words to frame a story in order to generate mazimum interest and understanding amoung readers influence how people frame certain issues like bottle water

aquiring new idea has five steps: awareness, interest, trial, eval, and adoption PR are more influencial at awareness and interst

understand that your auidence is looking for a message that sadisfy needs like physoiclogial, safty, social, etc

Sender: the organization The message: contributes to orgs objective and convincing to recipients Channel: which medium is best to put out message Receiver: publics, stakeholders

audience anaylsis: understanding if audience is passive, inactive, or active source credability: celebrity transfer (like subway man and doing bad things) Appeal to self-interest: what does your auidence want to know? Clarity: readability, copy testing Timing and context: when its RELEVANT to your auidence Symbls, slogans, and acromonyms: the nike swoosh, creates familarity Semantics: word choice and framing Suggestion for action: tell them how to feadibly do somehting like flu shots on campus

endorse the product add glamor and attract passive audiences that normally would not pay attention

Pysiological needs: air, water, food, clothing Safety needs: protection agagest danger, loss of freedom Social needs: accactance of others, belonging to a group Ego needs: self-esteem, self-confidence, status Self-actualization needs: need to grow ones full stature like vulunteer for a cause, learn a new language for fun, travel

media gatekeepers: reporters decide what is news worthy and worth being published shrinking news hole: newspapers are reducing the number of pages in each issues, so the amount of space available for stories has gone down fragmented mass media: no one media is sufficiefict. Have to do a little bit of everything and create different packages Information overload: your news may never reach full interest because there is so much else going on

pseudocuents: press conferences (events created to generate news coverage) special events Contests Polls and surverys: people are curious about others lifestyle Top ten list Product demos Stunts Rallies and protests personal appearances awards

timeliness: news must be current promience: promient people or orgs draw more attention proximity: localize news, appeal to the hometown significance: anything that affects a large number of people unusualness: news created by anything out of the ordinary human interest: stores about prople humanize the news conflict: two grouops actively advocating different views newness: two products or new uses from old products draw attention

hype and news release spam repeated calls don't know products

don't use them for routine annocements allow follow up questions schedule at a good time teleconfernces and webcast