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Flashcards in midterm Deck (44)
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1

What is freewriting?

more about getting whatever comes to mind onto paper, rather than editing as you write. Say whatever comes to mind and sort it out later

2

What is PR?

Strategic communication process, mutually beneficial relationships between organizations and the publics on whom their success or failure depends

3

#1 skill needed in PR

Writing

4

Macro editing

Big picture- did I meet my main goals, is the message clear, does it look good?

5

Micro editing

minute details, fine tooth comb editing, double and triple check facts

6

Gatekeeper

A person who controls the flow of information. (Editor, news director, webmaster, social media manager, etc.)

7

Audience

The people that use the particular medium (newspaper, website, TV station…)

8

Public

individuals that have relationship with your organization and who are important to the organization’s success

9

Creative writing vs functional

Creative focuses on imagination and artistic style, one mind sharing an idea. Functional emphasizes purpose, format and objective, is like writing on a mission.

10

Elements that make a news story interesting

Info about organization, interest of news media and interest of key publics; TIPCUP- timeliness, impact, prominence, conflict, unusualness, proximity.

Action, adventure, change, conflict, consequence, contest, controversy, drama, effect, fame, importance, interest, personality, popularity, prominence, proximity

11

categories of news

Hard news, breaking news, soft news, specialized news

12

hard news

Information with an edge – momentous events, accidents, crime, death, disaster, scandals and activities with immediate results such as elections or trials.

13

Breaking news

Hard news that is happening as the media are covering it

14

Soft news

Lighter information that generally deals with routine activities, programs, leisure entertainment and developments without major consequences or with distant results.

15

Specialized news

Deals with information of importance to particular publics and particular segments of the media. Generally includes business, religion, sports, arts, agriculture, technology, science, health, family and home.

16

Functional vs systems approach

ways to consider newsworthiness

17

Functional approach

identify major publics, view the activity with an eye toward potential news stories. Five major categories: Events, issues and trends, policies and governance, personnel, and relationships.

18

Systems approach

Based on the concept of linkages, identify publics: Consumers, producers, enablers and limiters, probe for news stories to each categories of publics

19

news writing style (for readability)

Should be simple, words averaging 1.5 syllables, 16 words or less. 1 written line= 6 lines of unbroken text in a newspaper.

20

Attribution and quotations

Most common attribution involves the past tense for of the verb say, such as said or they said. Full sentence quotes begin a new paragraph, attribution should follow, not precede a brief full sentence quote. Speech tag can interrupt a longer full sentence quote. Attribution comes before small quotes. Partial quotes cannot lead into full sentence quotes. Paraphrases are appropriate substitutes for cumbersome quotes. Quote-Speaker-Said. Attribution should be to people, not organizations.

21

Objectivity and neutrality

Readers should feel like they are getting facts, not opinions. Report facts, attribute opinions. Well written PR is a;ways targeted but int a news format, it cannot appear that way.
Avoid you and your statements
avoid telling the reader what to do
provide information, not direction

22

Types of feature stories

Biographical narrative, personal profile, personal interview, organizational history, organizational profile, backgrounder, how to article, Q&A. case study, information digest.

23

Biographical narrative

-about people important to the organization, cause or event. Straight forward accound of work history, accomplishments, education, etc

24

Personal profile

goes beyond the biographical narrative: is based on what others say, generally includes quotes or anecdotes. interest more in personality than accomplishments.

25

personal interview

right to the source

26

organizational history

beginnings and developments or an organization. helps to explain what the organization does and what they stand for. often found in conjunction with mission statement

27

Organizational profile

Often includes overview of mission, purpose, operating practice and achievements

28

Backgrounder

Provides background of product or services offered, OR explains situation affecting organization

29

Parts of a narrative feature:

Lead, nutgraf, body, kicker

30

Lead

Lead should be flexible. could include an incident, a question, a direct address, an allusion, a pun, a description, a quote…