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APRD 3013 > Exam 1 > Flashcards

Exam 1 Flashcards

(75 cards)

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1
Q

Freewriting

A

Stream-of-consciousness writing
Write for a certain period of time without stopping and self editing

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2
Q

The purpose of freewriting

A

to get your initial thoughts on paper

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3
Q

Freewriting has has the following benefits

A

Helps you get started when you are unsure of where to begin or go
Helps organize your thoughts by articulating them first
Helps prepare you to write more formally for others
Helps you overcome writer’s block

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4
Q

Creative Writing

A

Emphasizes imaginative, artistic and sometimes innovative style
Involves creating an idea and sharing it with someone else
Creative writing is not solely the product of imagination although it may start there

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5
Q

Examples of creative writing ideas

A

A science fiction adventure
A careful researched historical novel
Lyrical poetry
A corporate report
An innovative newsletter
A compelling sales letter

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6
Q

Functional Writing

A

Emphasizes a purpose, format and objective to the written piece - It is writing that is driven by a mission
Format EX: APA, MLA

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7
Q

When creativity and functionality can go together

A

writing to influence

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8
Q

Persuasion vs Influence

A

Persuade is trying to convince someone to change their mind - more assertive
Influence is trying to urge someone to think of a different way - more gentle

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9
Q

Domino effect of communication

A

Message Dissemination
⇩
Reception
⇩
Comprehension
⇩
Internalizing it - leads to change in level of understanding
⇩
Attitude change
⇩
Cognitions
⇩
Behavior

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9
Q

Criteria for PR/Communcations

A

Purpose and Nature
Purpose of communication should not only be to influence but it should also be a listening activity !!TWO WAY communication!!

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10
Q

Writing is a combination of…

A

Ability
A good teacher/writing coach
A sense of order and beauty
Respect for precision and innovation
Confidence (through practice)

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11
Q

What are the myths of good writing?

A

Fancy words, jargon, and long sentences are impressive

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12
Q

The goal of effective writing

A

Accessibility to readers

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13
Q

Usage tips for effective writing

A
  1. Readers should be able to understand you
  2. Grammatical fallacies
  3. Levels of formality
  4. Avoid bulky sentences
  5. English is a living, changing language
  6. Noun-pronoun agreement
  7. Subject-verb agreement
  8. Simple punctuation
  9. Proper word placement
  10. Parallel structure
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14
Q

Language tips for effective writing

A
  1. Write naturally
  2. Avoid wordy phrases
  3. Simple words
  4. Short sentences
  5. Redundancy
  6. Active voice
  7. Adjectives and adverbs
  8. Right word, wrongly understood
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15
Q

Diction tips for effective writing

A
  1. Word pictures
  2. Precise language
  3. Strong words
  4. Cliches and journalese
  5. Loaded words
  6. Avoid jargon
  7. New words should be cautiously coined
  8. Old words go out of circulation
  9. Foreign words
  10. Pretentious language
  11. Weasel words
  12. Honest language words
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16
Q

Bias to avoid in effective writing

A
  1. Gender
  2. Physical characteristics
  3. Age
  4. Race and ethnicity
  5. Culture and lifestyle
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17
Q

Research in PR can be divided into 3 areas

A

The process of communication
The object of communication
The effects of communication

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18
Q

Laswell’s (1948) definition of cmmunication

A

THEORY OF PROCESS OF COMMUNICATION
Who = source
Says what = message
In which channel = medium
To whom and = receiver
With what effect = outcome (results of communication)

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19
Q

Shannon and Weaver

A

THEORY OF PROCESS OF COMMUNICATION

Information Theory
Clarity of message may be reduced by noise
Static in telecom
Poor writing that reduces effective communication

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20
Q

Systems Theory

A

Supra System
Subsystems
Interdependency
Moving Equilibrium
Open vs Closed System

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21
Q

Open Systems Model for PR

A

Scan the environment to detect changes that affect organizational relationships with publics and help manage those changes
Utilize the “two-way symmetrical” comm approach (feedback)
Be sensitive to the expectations of publics
Can influence organizational policies
Fulfill a communication and counseling and management role

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22
Q

Uses and Gratification Theory

A

PART OF - OBJECT OF COMMUNICATION
people make conscious decisions to engage with a certain medium or message based on how useful it is

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23
Q

Expectancy - value theory (Fishbein)

A

PART OF - OBJECT OF COMMUNICATION
We choose media based on what we want, what we expect from the media, and our perception of how a particular medium meets our expectations

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24
Free Association
Releases the mind of various restraints helping generate reactive ideas using undefined connections
25
The 4 techniques of free association
Free writing Brainstorming Buzz group Brainwriting
26
Forced Association
Generating ideas using defined connections Relying on some gentle coercion or stimulation to draw out innovative thinking
27
5 Techniques of Forced Association
Visual relationship Personification Simile Explained simile Future statement
28
PR Writers must know who their audience (specific publics) are and..
What interests them What they like and dislike What they need or think they need
29
Publics
groups of people with homogeneous characteristics
30
WIN Acronym
Wants Interests Needs of your publics
31
3 approaches from social science that help PR writers identify WIN
Value Categories Hidden Persuaders Hierarchy of needs
32
Value Categories (Harold Lasswell) - 8 motivations for people
Power Wealth Respect Wellbeing Affection Skill Rectitude Enlightenment
33
Hidden persuaders (Vance Packard’s) 8 compelling needs of consumers
Emotional security Reassurance of self-worth Ego gratification Creative outlets Love objects Sense of power Sense of roots Immortality
34
Hierarchy of Needs: psychologist (Abraham Maslow) - 5 levels of basic human needs
Bottom (widest) to top: Survival (psychological) Security (safety) Belonging (social) Esteem (personal) Fulfillment (self-actualization)
35
8 elements of a Planning Sheet
1. Public Relations Situation 2. Key publics 3. Core news (core messages) 4. Benefit statement (public's benefit, not yours!) 5. Tone of message 6. Intended outcomes 7. Action statement 8. Readability range
36
9 Steps to Effective Writing
1. Plan what you wish to write 2. Research the needed information 3. Organize your writing 4. Write and print the first draft 5. Review your planning sheet and revise the first draft 6. Polish the language in the second draft and print this 7. Proofread this draft for language mechanics 8. Get the necessary approvals 9. Publish the writing in final form
37
According to shannon and weaver, how can we combat noise?
redundancy - deliberately repeat the message
38
Receiver Phenomenon
PART OF - OBJECT OF COMMUNICATION your message is only as effective as the receiver wants it to be audiences control the communication process
39
Dependency Theory
PART OF - OBJECT OF COMMUNICATION Audiences, the media and society are in a 3 way relationship audiences use the media to the extent that the media provides information to society
40
Standard Usage - Syntax
the part of grammar that deals with the orderly arrangement of words into sentences → it's what makes sentences make sense The aim of PR is to communicate clearly with target publics by the correct use of language
41
Usage Tip 2 - Grammatical Fallacies
Shall - will? Who - whom? That -which? Litotes - ironic understatement in which an affirmative is expressed by the negative of its contrary (e.g., you won't be sorry, meaning you'll be glad ).
42
Usage Tip 6 - Noun Pronoun Agreement
Singular noun takes a singular pronoun Plural noun takes plural pronouns Collective nouns - a singular word with a plural meaning; in PR most references to organizations involve singular pronouns - a group of people when they become a board or organization become one entity
43
Usage Tip 9 - Proper Word Placement
The placement of modifying phrases can affect the meaning of a sentence
44
Usage tip 10 - Parallel Structure
Repeating a grammatical pattern for elements that are part of a series or compound construction, such as a series of nouns, web phrases, infinitives, clauses, etc Rule of threes - memorable and carries a rhythm that can inspire the reader Turnaround statement - JFK’s inaugural address
45
Readability Score
with the ease of reading - messages averaging 1.5 syllables a word have been found to be easiest to read Gettysburg address averages 1.3 syllables a word but it still has powerful phrases Simpler more common words make it easier for readers to understand
46
Gunning readability formula or fog index
a simple way to measure the level of reading ease for any piece of writing = it determines the grade-level equivalent needed to grasp the writing Flesch - Kincaid Grade level Scale is another one
47
Language Tip 6 - Active Voice
Active = the subject is doing the action Active: Ava is writing the notes Passive: the action is being done to the subject The notes are being written by Ava Active voice uses fewer words - words are counted
48
Language Tip 7 - Adjectives and Adverbs
Adjectives modify the noun Limiting adjectives - qualify or limit meanings to a particular type or quantity EX: veteran firefighter, year old infant Descriptive adjectives EX: exhausted firefighter, frightened infant Adverbs modify the verbs Happily, fearfully, etc
49
Language Tip 8 - Right word, wrongfully understood
Do not use words that may be unfamiliar to readers because the message may be misconstrued and not understood
50
Diction Tip 1 - Word Pictires
Your writing should induce readers to interpret properly a situation for themselves with 3 techniques: description, detail and comparison
51
Diction Tip 2 - Precise Language
less vs fewer; farther vs further; insure vs ensure Farther is distance; further would mean something other than distance Insure protect; ensure is to make certain
52
Diction Tip 5 - Loaded Words
best avoid them Denotation is the ‘direct’ ‘explicit’ dictionary meaning of a word Connotation is the ‘implicit; suggestion or nuance that goes beyond the explicit meaning Fat vs Pudgy vs Stout vs Porky
53
Diction Tip 11 - Weasel Words
False authority - “it has been determined” Vague sources - “experts say” Ambiguous claims - “Better/Best” Passive voice - “It has been stated” Diminishing verbs - “often” “possibly”
54
Social Psychology Research
People seek consistency between attitudes and the information about those attitudes
55
3 Theories that suggest that people seek an attitude similar to that of their communication partners:
Balance theory Consonance theory Symmetry theory
56
Congruity theory
Social Psychology Research - Suggests that people experience confusion when 2 attitudes are in conflict and it is usually resolved by the adoption of the easier attitude or by blending 2 opposing attitudes
57
Cognitive dissonance theory
Social Psychology Research - Confusion arises when information is out of step with a person's attitude - people will reduce the confusion by avoiding or ignoring the negative information and only seeking positive information to replace it
58
Social judgment theory
Social Psychology Research - Attitude change is more of a change in a person's perception rather than a change in belief → writers find it more useful to focus on presenting a new image about a client or organization rather than trying to change the beliefs and values of members of a target public
59
Psychological type theory and temperament theory
Suggest that innate personality factors give each person a predisposition toward certain types of persuasive techniques
60
Psychographics
Personality research - The study of consumer lifestyle VALS - Value and Lifestyles: a consumer segmentation system
61
Geodemographics
Personality research - Combines sociology, geography and demography to segment the country into neighborhood or residential types so writers can target messages on the basis of where they can be reached
62
Message source control
Audiences are more likely to be persuaded by someone in a position of power or authority
63
Applications for writers dealing with research using sources of persuasive communication
Attitude change Sleeper effect Source credibility Source familiarity Reiteration Source likeability Source attractiveness
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Lessons about message structure - order of arguments
Sandwich the arguments - own - rebuttal - own again
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Lessons about message content
Combining appeals (fear, guilt, humor, sex) Audience self interest Negative appeal Audience interest level Fear Recommendations Entertainment Humor Sex appeal
66
Lessons about audience - low esteem
audiences with low self esteem are more likely to be persuaded by fear appeals
67
Lessons about audience - high esteem
people with high self esteem are more likely to be persuaded by complex and well-substantiated messages
68
Persuasion tactics sometimes used by writers in PR
Plain folk - the message is average just like you and me Testimonial - supported message by a well known and supposed expert Bandwagon - presents the suggestion “everyone else is doing it so why not” Transfer - associates a respected symbol for something else (american flag) Repetition - presenting the same information or official line over and over again
69
Persuasion techniques that are generally shunned as being unethical
Name calling - creating scapegoats Card stacking - giving only one side of the story or deliberately misrepresenting the other side Glittering generalities - attempts to hide vague concepts that nobody could oppose Stereotypes
70
Buzz Group
Form of free association - Reorganizing people into a series of small subgroups to brainstorm ideas and then reporting those ideas back to the larger group
71
Brainwriting
Form of free association - Participants circulating among a series of poster sheets on various topics, writing at least one idea on each sheet
72
Proofreading steps
Read backwards Print a paper copy List your personal devils - know your weaknesses A note of caution - be cautious of spell check
73
Causal Research
Online search Informal interview Formal interview
74

APRD 3013 (3 decks)

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