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Definition
- Few constraints
- “Flattened”
- Low access cost
- Customized
- Nonlinear
- Decentralized
- Flexible format
- Multimedia |
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- plain folks
- testimonial
- card stacking
- transfer
- glittering generalities |
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- Stimulus-response (conditioning)
- Cognitive (logic and learning)
- Motivational (create need)
- Social appeal (altruism and pathos)
- Personality appeal (independence) |
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| people will not believe a message contrary to their predispositions unless the communicator can introduce information that causes them to question their beliefs |
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- Audience Analysis
- Source Credibility
- Appeal to Self-Interest
- Clarity of Message
- Time and context
- audience participation
- suggestions for action
- content and structure of messages
- persuasive speaking |
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| Describing Public Opinion |
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Definition
- direction
- intensity
- stability
- informational support
- social support |
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Definition
- Charisma
- Reliability/sincerity
- Expertise/perceived status |
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Definition
- Stress news values – tie in with the news of the day.
- Work with another newsworthy organization or personality.
- Tie in with a medium on a mutual promotion.
- Conduct a poll or survey.
- Issue a report, or give a speech.
- Use a celebrity for an interview/testimonial.
- Celebrate an event, anniversary, etc.
- Tie in with a holiday.
- Offer an award or recognition.
- Testify or appear before public bodies. |
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5. Physiological
4. Safety
3. Belonging
2. Esteem
1. Self-Actualization |
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Term
| Press Kits / E-Media Kits |
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Definition
Folder
- News releases and/or features
- Photos and/or graphics
- Fact sheets
- Brochures
- Biographies
- Backgrounders
- Other: maps, passes, etc. |
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Definition
- Shoot squarely
- Don’t play favorites
- Give service
- Don’t beg or complain
- Don’t ask for “kills.”
- Follow deadlines.
- Don’t flood the channels. |
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Definition
| A sender encodes a message that is sent through a medium to a receiver who decodes the message. Decoding and Encoding are subject to personal frame of reference. Communication occurs within the context of a relationship and a social environment. |
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Definition
| support of peers makes us more likely to believe certain things or behave certain ways |
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Definition
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Definition
| Acceptance of truth about something |
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Definition
| problem recognition leads to constraint recognition which leads to level of involvement |
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Definition
| An active social unit formed by recognizing consequence brought about by a common interest |
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| Initial credibility affects initial acceptance, but effect fades over time |
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Definition
| Media content sets the agenda for public discussion; through the selection of stories and headlines the media tells the public what to think about |
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Definition
1. change or neutralize hostile opinions
2. crystallize latent opinions and positive attitudes
3. conserve favorable opinions |
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| states that a person exposed to a persuasive communication in the mass media sees it as having a greater effect on others than on himself or herself |
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Definition
| a message designed to elicit fear in an attempt to persuade an individual to pursue some predefined course of action. |
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Definition
| The primary catalyst of public opinion is public discussion and peoples often seek advice from Opinion Leaders |
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Definition
| Persuasive communication that presents two points of view and then presents arguments to counter the opposing view |
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Definition
predisposition to behave
frame of reference + cognition + affect + conation |
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- Seek to create the image you want.
- Be as familiar as possible with those with whom you are meeting.
- Confirm all arrangements by letter and phone.
- Keep on schedule.
- Keep up with props, supplies of media kits, and other materials.
- Make notes about follow up.
- Keep clippings of coverage if possible, or take notes of who attended what sessions.
- Pay attention to the needs of the client. |
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Term
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Definition
- “Inverted-pyramid” development
> Most important facts/information first
- Summary or featurized lead
- Quotations
>Use to add opinion, emotion and “human” elements
- Localization
- Associated Press style |
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Definition
- Audience analysis
- Occasion analysis
- Topic analysis
- Speaker analysis
- Rehearse, rehearse, rehearse
- Support materials |
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Definition
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Definition
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| Bullets that clarify key components of upcoming event or coverage opportunity |
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Definition
- Critical information about organization, campaign and/or event
- Answer questions before they are asked
- Can be FAQs |
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Definition
- Brief news or feature story
- Links to organizational web site
- Links to video, graphics, photo, sound files housed on web site
- Organizational infograph or paragraph
- Downloadable logos or graphic images
- Contact info
- Social media tags |
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Term
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Definition
- radio news release
- most important difference is that a radio news release is written for the ear
- strong short sentences
- more concise and to the point
- less formal writing style
Tactics:
- topicality
- timeliness
- localization
- humanization
- visual appeal through imagery and sound bites |
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Term
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Definition
| public service announcement |
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Term
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Definition
| series of digital media files (either audio or video) that are released episodically and often downloaded through web syndication |
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Definition
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| Getting Coverage on Radio |
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Definition
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Definition
| regularly updated online diary that also features links to news items and stories on the web |
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Definition
- Internal communication
- Employees and password-access outsiders
- Enables confidential communication and rumor research |
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Term
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Definition
- Clutter creates competition for attention and response
- Technical noise occurs when there is channel disruptions
- Semantic noise occurs when there are perceptual dysfunctions
- Influence problems occur when people fail to respond as intended |
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Term
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Definition
1. Highly interested in a subject or issue
2. Better informed on an issue than the average person
3. Avid consumers of mass media
4. Early adopter of new ideas
5. Good organizers who can get other people to take action |
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Term
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Definition
| Activity or process in which a communicator attempts to induce a change in the belief, attitude, or behavior of another person or group through the transmission of a message in a context in which the persuadee has some degree of free choice |
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Definition
| A reciprocal process of exchanging signals to inform, persuade or instruct, based on shared meanings and conditioned by the communicators’ relationship and the social context |
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| also called power leaders, those who have positions as elected officials, presidents of companies, or heads of membership groups, etc… |
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Term
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Definition
those who have clout with peers because of some special characteristics; exert considerable influence on their peer groups by being highly informed, articulate, and credible on particular issues
1. active in the community
2. college degree
3. relatively high income
4. regularly read newspapers and magazines
5. actively participate in recreational activities
6. recycle |
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