Exam 3 Flashcards

Question

Broadcast lead

Answer 1

different from the print release because it gets to the actual news slowly for soft news stories - especially with radio news note that people are often listening while driving and so may miss the lead if you jump to it right away

Answer 2

Short sentences Active voice Generally present tense Keep the subject and verb close Use strong verbs Limit your use of adverbs and adjectives (hyperbole is not goot) Use contractions as it is conversational style (I’ll instead of will) Avoid Relative Clauses Use generalities Repeat identifications on second reference Avoid Tongue Twister

Answer 3

also called throw-away lead, tune-in lead, warm up lead, it “pulls” the attention of the casual audience to the story

Answer 4

some broadcast leads try to set the stage for the upcoming news; note that broadcast audiences (esp radio) pay low attention

Answer 5

complicated stories need you to prepare listeners

Answer 6

sometimes needed in order to ‘educate’ audiences before revealing the current news

Answer 7

sometimes a question lead helps focus the listener’s attention on the story

Answer 8

is very important in broadcast writing. Note that here you are reading for the audience and so you need to be accurate with your pronunciation. So, broadcast writing uses ‘pronouncers’ to help personnel of the station .

Answer 9

technology offers increasingly prospects for packers and transmitting messages: actually releases,audio and video news releases, and B rolls as well as transmedia news releases

Answer 10

includes a printed news release and a brief video or audio clip with quotes – the actuality – we know as sounds bites

Answer 11

For broadcast! Actuality news releases begin with a lead (generally a soft lead) followed by some details of the story that contextualize the sound bites provided

Answer 12

1. The sound bite must be newsworthy, compelling media to use it 2. Must be strategic, extending or supporting the org message

Answer 13

also called a radio news release, this is an extension of the actuality release; instead of a written news release accompanied by a taped actuality, the ANR is packaged as a finished news segment providing both the announcer and the sound bite

Answer 14

a packaged release for TV, a fully produced segment, including voice-overs by an announcer, that can be dropped into a news report. It may also include a partly produced segment that can be dropped into a news report with a local announcer reading from the script accompanying the VNR

Answer 15

Crisis comm (pepsi syringe crisis) Explaining the activities of nonprofits (UN world food program on childhood malnutrition) Public info campaigns: (US govs VNRs against natural disaster)

Answer 16

newsworthiness; local focus; strong news peg; footage otherwise not available to news stations; concise and strategic interviews; good supporting video

Answer 17

Stations find VNRs difficult to edit as they are fully packaged; to compensate for this; you can submit a b-roll that has different versions or variations in the package giving reporters and stations the freedom and control over the final product they can air

Answer 18

Organizations are affected by social, legal, professional and economic trends Being aware of these trends and the public opinion surrounding them is..

Answer 19

managing important issues is an ongoing process of research, analysis and communication. PR writers should be very aware of the importance of issues management

Answer 20

1. Identifying pending issues that potentially could affect an organization 2. Anticipating the likely and eventual emergence of issues

Answer 21

Systematic analysis of an organization, its communication practices and its relationship with its publics.

Answer 22

Environmental Audit Performance Audit Literature Review Interview Focus Groups Survey Content Analysis

Answer 23

also called environmental scanning - it is conducted at least once a year and can be an early warning system to the organization on potential issues

Answer 24

quality of the organization's performance in meeting stakeholder expectations, its visibility among stakeholders and their perceptions about the organization

Answer 25

published sources (newspapers, magazines, web portals, blogs, government documents, academic journals) help us identify trends that can potentially emerge into issues

Answer 26

gauge perception among opinion leaders - top manager, community leaders, media leaders, govt officials, activists, etc

Answer 27

gathering a small number of people (stakeholders) of interest to your organization and gauging their perceptions through a moderated discussion

Answer 28

a formal research technique helps us gather information from large numbers of respondents quickly

Answer 29

Helps us analyze published pieces that refer to the organization or on mayer of interest to the origin. Can shed light on levels of visibility, criticism, support, etc. for the organization

Answer 30

after identifying trends and issues of interest to the organization, we need to assess them, investigate their probability, and monitor their progress

Answer 31

1. From the organization's perspective 2. From the public's perspective

Answer 32

1. Background of the issue - its significance and the current status and projection 2. Various positions the organization can take and pro and con of each position

Answer 33

often called white papers- may be given directly to members of external key publics such as legislators, donors, investors, community leaders

Answer 34

1. Issue background 2. Justification for position 3. Conclusion

Answer 35

Backgrounders

Answer 36

lengthy and tedious reports

Answer 37

Step 1/3 clearly identify the issue; explain its significance to key publics, history of the issue; current status of the issue; projected path for the issue and likely developments

Answer 38

Issue at hand Significance of issues History Current Status Projection

Answer 39

after providing background, give a clear statement of the organizations official position justifying that position

Answer 40

Opinion Supporting Arguments Opposing Arguments

Answer 41

a good position statement ends with recommendations and sometimes with formal citations of documents you refer in the statement

Answer 42

Recommendations Citations Writing the position statement in a graphic organizer Design elements and examples Official Statement

Answer 43

PR writers often need to provide commentary on issues or even misreporting by the media

Answer 44

1. Letter to the editor 2. Op-Ed Commentary

Answer 45

especially print and online publication feel it is their duty to provide a forum for their readers to express sentiments; organizations often use this forum to gain publicity and present a message in its own words Letters can be used to correct errors in reporting Or to advocate a cause

Answer 46

placed opposite to the editorial page, hence the name, it is an excellent opportunity to provide in depth analysis to issues PR writers rarely, if ever, put their names on these pieces - ghost writing these for their bosses or clients

Answer 47

Use the SiLoBaTi (Significant, local, balanced, timely) criteria for news when you select a topic for the op ed piece

Answer 48

Flyer and Brochure

Answer 49

A controlled, nonpublic medium published as a stand alone piece rather than part of a series; usually folded as a booklet it provides information meant to be relevant for an extended period of time (usually a month)

Answer 50

Awareness, Acceptance, Action

Answer 51

Provides basic facts about the organization catering to awareness objectives. Larger organizations may have several brochures each focusing on a specific program, public, etc

Answer 52

Seeks to impact the interest and attitudes of publics to get acceptance from them

Answer 53

Provides a direct call to action - affecting the behavior of the reader

Answer 54

Interesting cover highlight benefit for readers easy to read personalize the copy friendly approach write in positive terms keep information generic direct writing increase reader interest highlight headlines and subheads

Answer 55

owned media tool helping organizations communicate with key publics; your first PR job will involve working on employee newsletters from the very outset

Answer 56

mail newsletters Online newsletters posted on websites, in blogs, FB or shared media

Answer 57

a periodic publication aimed at specific public or set of publics it is partly news and partly letter. Helps maintain relationships, reinforces attitudes, maintains dialogue, increases awareness and attitudes

Answer 58

Help enhance relationships with publics that are already aligned with or interested in the organization - value of newsletters is in their frequency, easy readability, consistency and the authority and currency of information

Answer 59

Member Newsletter External Publics Newsletter Special Interest Newsletter Subscription Newsletter Consumer Newsletter Advocacy Newsletter

Answer 60

US Federal Law requires every company that issues stocks to publish a corporate report annually informing stockholders about the company’s financial activities and overall financial health

Answer 61

a formal corporate progress report issued by a corporation or other type of organization

Answer 62

NONPROFITS as a means of informing their key publics (employees, volunteers, donors, fundraising sources, potential donors, government supporters)

Answer 63

Distinctive cover Letter from CEO and chairman List of all directors and officers Financial highlights Description of products and services Discussion of industry Discussion of key issues facing the org Audited financial statements An 'opinion letter' CSR Report

Answer 64

the process of reviewing the typed manuscript of a piece of writing (called “copy”) to make it better. It involves fact checking, revising for style, correcting grammar, rewriting for smoother and more understandable language, and so on

Answer 65

an umbrella legal term including the concepts of copyright, trademark and service mark. The term refers to the ownership of ideas

Exam 3 Flashcards

(89 cards)