The flashcards below were created by user
alyssau12
on FreezingBlue Flashcards.
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on-strategy:
focusing on a clear message that helps an organization achieve goals
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off-strategy:
failing to connect with a business goal
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steps in the writing process:
- research
- creativity/brainstorming
- organizing/outlining
- writing
- revision
- editing
- seeking approval
- distribution
- evaluation
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demographics:
non-attitudinal facts like income, age, race, gender
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psychographic:
attitudinal details about values, beliefs, opinions
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micro-editing:
- proofreading
- one sentence at a time
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macro-editing:
- "big picture"
- final revision
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What is IMC?
- integrated marketed communications
- the idea that your target audience should receive several different messages that are coordinated and on-strategy
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4 P's of marketing:
- product
- price
- place
- promotion
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best time to create and edit your code of ethics:
when you are NOT facing an ethics crisis
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fair distribution of documents:
reach every person that needs to see that message
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timely documents:
important information should be distributed quickly
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complete documents:
it is sometimes okay to withhold information as long as you give groups the information they need and deserve
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honest documents:
- documents cannot always contain every detail about every matter
- documents should include accurate details in an honest context
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When do you use AP style?
when writing/editing public documents
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When do you use Covey style?
when communicating between employees and customers
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puffery:
acceptable exaggeration in advertising
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press-agentry model:
when an idea, product or person is being promoted
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public information model:
distributes vital information one-way to the public
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two-way assymetrical model:
relies on persuasion to influence behavior like buying or voting
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two-way symmetrical model:
- builds productive relationships that benefits both sides
- manages conflict and promotes mutual understanding
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What makes a story newsworthy?
- timeliness
- impact
- uniqueness
- conflict
- proximity
- celebrity
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news release is:
a document that conveys newsworthy information about your organization to the news media
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can you use the term "press release"?
it's outdated because most people get their news from more than just print sources
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announcement:
straight news story
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feature:
combination of information and entertainment
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hybrid:
combination of announcement and feature releases
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social-media news release:
web-based multimedia documents
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media advisory:
quick facts on breaking news story
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pitches:
exclusive offers of stories to a particular journalist
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Who is the primary intended audience for a media advisory?
journalists
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What 4 parts should be included in a pitch?
- fascinating story
- purpose of the pitch
- terms of offer
- describe the follow up
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Who is the primary target of a VNR?
- originally was TV networks and stations
- now is the primary audience
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parts of a news release:
- letterhead
- dateline
- headline
- contacts
- body of text
- lead paragraph
- boilerplate
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two main problems of news release:
- lack of newsworthiness
- lack of objectivity
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What is utalitarianism?
- perspective on ethics that judges circumstances by their consequence
- everyone's happiness has the same value
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4 obligations of a PR practitioner:
- duty to self
- duty to client
- duty to the profession
- duty to society
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Edward Bernays:
US father of Public Relations
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opinion:
expression of an attitude with words
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attitude:
underlying predisposition of feeling toward something
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aggregate view:
opinion of the majority (more than half the public)
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collective view:
assumption that people have come to an agreement on something
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spiral of silence:
dominant ideas become more dominant while minority views are seldom heard
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convergence:
different forms of content formats reach people through a range of networks
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