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focusing on a clear message that helps an organization achieve goals
failing to connect with a business goal
steps in the writing process:
- seeking approval
non-attitudinal facts like income, age, race, gender
attitudinal details about values, beliefs, opinions
- one sentence at a time
- "big picture"
- final revision
What is IMC?
- integrated marketed communications
- the idea that your target audience should receive several different messages that are coordinated and on-strategy
4 P's of marketing:
best time to create and edit your code of ethics:
when you are NOT facing an ethics crisis
fair distribution of documents:
reach every person that needs to see that message
important information should be distributed quickly
it is sometimes okay to withhold information as long as you give groups the information they need and deserve
- documents cannot always contain every detail about every matter
- documents should include accurate details in an honest context
When do you use AP style?
when writing/editing public documents
When do you use Covey style?
when communicating between employees and customers
acceptable exaggeration in advertising
when an idea, product or person is being promoted
public information model:
distributes vital information one-way to the public
two-way assymetrical model:
relies on persuasion to influence behavior like buying or voting
two-way symmetrical model:
- builds productive relationships that benefits both sides
- manages conflict and promotes mutual understanding
What makes a story newsworthy?
news release is:
a document that conveys newsworthy information about your organization to the news media
can you use the term "press release"?
it's outdated because most people get their news from more than just print sources
straight news story
combination of information and entertainment
combination of announcement and feature releases
social-media news release:
web-based multimedia documents
quick facts on breaking news story
exclusive offers of stories to a particular journalist
Who is the primary intended audience for a media advisory?
What 4 parts should be included in a pitch?
- fascinating story
- purpose of the pitch
- terms of offer
- describe the follow up
Who is the primary target of a VNR?
- originally was TV networks and stations
- now is the primary audience
parts of a news release:
- body of text
- lead paragraph
two main problems of news release:
- lack of newsworthiness
- lack of objectivity
What is utalitarianism?
- perspective on ethics that judges circumstances by their consequence
- everyone's happiness has the same value
4 obligations of a PR practitioner:
- duty to self
- duty to client
- duty to the profession
- duty to society
US father of Public Relations
expression of an attitude with words
underlying predisposition of feeling toward something
opinion of the majority (more than half the public)
assumption that people have come to an agreement on something
spiral of silence:
dominant ideas become more dominant while minority views are seldom heard
different forms of content formats reach people through a range of networks