Promotional Writing Midterm

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  1. on-strategy:
    focusing on a clear message that helps an organization achieve goals
  2. off-strategy:
    failing to connect with a business goal
  3. steps in the writing process:
    • research
    • creativity/brainstorming
    • organizing/outlining
    • writing
    • revision
    • editing
    • seeking approval
    • distribution
    • evaluation
  4. demographics:
    non-attitudinal facts like income, age, race, gender
  5. psychographic:
    attitudinal details about values, beliefs, opinions
  6. micro-editing:
    • proofreading
    • one sentence at a time
  7. macro-editing:
    • "big picture"¬†
    • final revision
  8. What is IMC?
    • integrated marketed communications
    • the idea that your target audience should receive several different messages that are coordinated and on-strategy
  9. 4 P's of marketing:
    • product
    • price
    • place
    • promotion
  10. best time to create and edit your code of ethics:
    when you are NOT facing an ethics crisis
  11. fair distribution of documents:
    reach every person that needs to see that message
  12. timely documents:
    important information should be distributed quickly
  13. complete documents:
    it is sometimes okay to withhold information as long as you give groups the information they need and deserve
  14. honest documents:
    • documents cannot always contain every detail about every matter
    • documents should include accurate details in an honest context
  15. When do you use AP style?
    when writing/editing public documents
  16. When do you use Covey style?
    when communicating between employees and customers
  17. puffery:
    acceptable exaggeration in advertising
  18. press-agentry model:
    when an idea, product or person is being promoted
  19. public information model:
    distributes vital information one-way to the public
  20. two-way assymetrical model:
    relies on persuasion to influence behavior like buying or voting
  21. two-way symmetrical model:
    • builds productive relationships that benefits both sides¬†
    • manages conflict and promotes mutual understanding
  22. What makes a story newsworthy?
    • timeliness
    • impact
    • uniqueness
    • conflict
    • proximity
    • celebrity
  23. news release is:
    a document that conveys newsworthy information about your organization to the news media
  24. can you use the term "press release"?
    it's outdated because most people get their news from more than just print sources
  25. announcement:
    straight news story
  26. feature:
    combination of information and entertainment
  27. hybrid:
    combination of announcement and feature releases
  28. social-media news release:
    web-based multimedia documents
  29. media advisory:
    quick facts on breaking news story
  30. pitches:
    exclusive offers of stories to a particular journalist
  31. Who is the primary intended audience for a media advisory?
  32. What 4 parts should be included in a pitch?
    • fascinating story
    • purpose of the pitch
    • terms of offer
    • describe the follow up
  33. VNR:
    video news release
  34. Who is the primary target of a VNR?
    • originally was TV networks and stations
    • now is the primary audience
  35. parts of a news release:
    • letterhead
    • dateline
    • headline
    • contacts
    • body of text
    • lead paragraph
    • boilerplate
  36. two main problems of news release:
    • lack of newsworthiness
    • lack of objectivity
  37. What is utalitarianism?
    • perspective on ethics that judges circumstances by their consequence
    • everyone's happiness has the same value
  38. 4 obligations of a PR practitioner:
    • duty to self
    • duty to client
    • duty to the profession
    • duty to society
  39. Edward Bernays:
    US father of Public Relations
  40. opinion:
    expression of an attitude with words
  41. attitude:
    underlying predisposition of feeling toward something
  42. aggregate view:
    opinion of the majority (more than half the public)
  43. collective view:
    assumption that people have come to an agreement on something
  44. spiral of silence:
    dominant ideas become more dominant while minority views are seldom heard
  45. convergence:
    different forms of content formats reach people through a range of networks
Card Set
Promotional Writing Midterm
midterm review
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