Term
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Definition
| Date, Inside Address, Salutation, Body, Complimentary closing signature |
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Term
| The first rule of letter writing is.... |
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Definition
| to understand the purpose of the letter |
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Term
| questions that should be answered in letter writing |
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Definition
"Why am i writing this letter?"
" what do i want the reader to do after reading this?" |
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Term
| questions that should be answered in letter writing |
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Definition
"Why am i writing this letter?"
" what do i want the reader to do after reading this?" |
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Term
| 9 tips for letter writing |
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Definition
*don't be obsequious (apologetic)
*don't be overly complementary
*dont try to be funny
*dont assume you know how they are going to feel
*dont use technical language of the organization (regulation 3.3a says...)
*dont use wordiness
*USE PERSONAL PRONOUNS
*AVOID IMPERSONAL CONSTRUCTIONS (there is./it has been decided/ it is
*AVOID PASSIVE VOICE |
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Term
| One of the first and most important considerations a writer should give to a letter is...... |
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Definition
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Term
| 3 major kinds of publications that organizations produce are |
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Definition
| !) NEWSLETTERS 2)PAMPHLETS AND BROCHURES 3)COMPANY REPORTS |
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Term
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Definition
can be a magazine, website, or single page
usually produced in-house (PR practicioner needs basic design skills)
information and entertainment purpesos
most are to internal publics like employees |
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Term
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Definition
| sent to readers with headlines, summaries of articles, and links to the website |
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Term
| one of the most popular types of newsletters is the ______ ________. Another type is the........ |
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Definition
employee newsletter- focuses on employee interests and gives them info;
email newsletter |
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Term
| unlinke newsletters, ____________ is/are directed at external publics. |
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Definition
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Term
| what public are pamplets are brochures directed to? newsletters? |
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Definition
| pamplets are brochures are directed at external publics. Newsletters are directed at internal publics. |
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Term
| two kinds of pamphlets and brochures |
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Definition
| informational and persuasive |
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Term
| informational pamphlet or brochure |
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Definition
tells about an organization or a procedure
writing is down to earth, practical, and efficient
"How to hang a wallpaper" |
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Term
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Definition
tries to make a point, sell an idea, or persuade the reader to adopt a certain point of view
"dangers of smoking"
"why bizznesses should come to Norman" |
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Term
| it's more efficient in brochures to use facts instead of stating an fact based opinion |
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Definition
ex: smoking is bad for your health.
Doctors say that 1/2 deaths... |
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Term
| how does a pamphlet differ from a brochure? |
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Definition
| Pamophlet is usually smaller than a brochure, has a narrower purpose, and often has a shorter life |
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Term
| what does stovall list as the strength of a brochure? |
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Definition
| it can be designed for and delivered directly to an audience of the organization's choosing |
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Term
| questions to ask when making a brochure |
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Definition
"why is this brochure necessary?"
"what problem will it solve?"
"to what audience is it directed?" |
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Term
| companies that sell stock to the public are required by law to produce_________ _________. |
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Definition
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Term
| Most companies, particularly large companies, consider __________ __________ to be one of the most important forms of communication they have. |
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Definition
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Term
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Definition
*contain financial information
*some descriptive info about the companys structure
*activities for the year |
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Term
| In writing any oral presentation, the PR practicioner must take 3 major factors into consideration. |
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Definition
1.the targeted audience
2. the speaker
3. the subject of the presentation |
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Term
| 3 of the most common types of oral presentations that PR practicioners are asked to write are: |
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Definition
slide presentations
statements
speeches |
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Term
| How long should a statement be that precedes a press conference? |
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Definition
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Term
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Definition
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Term
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Definition
ESTABLISH SPEAKER'S SUBJECT/GIVE AUDIENCE CLUES TO THE DIRECTION THE SPEAKER IS HEADED
speaker introduces themselves to audience, establishes a relationship, |
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Term
| ways to expand the middle of a speech |
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Definition
telling a story
striking quotation (vietnam vet quotes william sherman)
adapting an ancient quote to a modern purpose (reap and sow bible verse)
making a striking statement (dont do unto others..)
an obscure but striking fact (the guy babe ruth replaced) |
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Term
R.P.C.E
the public relations process |
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Definition
| research, plan, communicate, evaluate |
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Term
| an integral part of planning is setting up _______ and _______ objectives for the various communications with the organization's publics. |
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Definition
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Term
| an example of an impact objective (planning) |
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Definition
| to persuade 10,000 employees to sign up for |
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Term
| an output objective in regards to planning |
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Definition
| to host an information fair to inform employees |
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Term
the work of the PR practicioner (tasks)
CCNE |
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Definition
work with the media
communicate with the publics
counsel (act as a conscience on ethical decisions...help them to realize long-term goals)
help produce events |
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Term
| the differences between news writing and PR writing are created by the _______ inherent in PR writing |
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Definition
| INTENT; they have a set of purposes when writing |
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Term
| What does it mean by a PR practicioner must act as a "verbal acrobat" |
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Definition
| they have to be able to write and go back and forth from many styles of writing including brochures, speeches, news releases |
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Term
| one of the most common forms of public relations writing is the _______ _________ |
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Definition
| news release; like a news story; emphasize what the editor will think |
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Term
| why do some editors refuse to use news releases |
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Definition
*they are written poorly
*they arent tailored specifically to them
*are not newsworthy
*see it as an advertisement for that company |
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Term
| 3 things a news release should contain at the top of the page |
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Definition
Headline or slug line
name and contact info of someone in the organization
release time (FOR IMMEDIATE RELEASE or an embargo) |
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Term
| where sshould background info be placed in a news release? |
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Definition
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Term
| the purpose of a news release is... |
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Definition
| to get information to people who work in the mass media |
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Term
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Definition
| a paragr. or two of general info about the company and where addl info can be obtained, attached at the end |
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Term
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Definition
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Term
| why TV stations might not use VNRs |
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Definition
1) the quality isnt good enough
2)view them as ads
3) they are too long |
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Term
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Definition
harming someone's reputation
a person's reputation is his or her property |
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Term
| you can't defame the dead |
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Definition
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Term
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Definition
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Term
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Definition
| written defamation; more serious than slander bc its more permanent |
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Term
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Definition
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Term
| libel is usually a civil suit, no one is going to jail, its damages |
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Definition
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Term
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Definition
| breathing room created by copyright law that says a copyright is not absolute |
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Term
| four factors to determine fair use |
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Definition
| nature of the copyrighted material |
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Term
advertisements and the first amendment
(they can be protected if....) |
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Definition
1. the ad is truthful and in no way misleading
2.ad must be for a legal product or service (no illegal drugs, etc)
3.can the govertment regulate it bc of a legitimate reason like "protecting public health and well-being" (an alcohol ad geared at children can be regulated to protect public health/social issue...law limiting handbill ads bc of littering can not |
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Term
| the primary federal agency that enforces laws against misleading ads is the _________ _______ ____________. |
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Definition
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Term
| this agency typically works by responding to complaints about advertisements, or focusing on serious problem areas like misleading weight loss ads |
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Definition
| the federal trade commission (FTC) |
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Term
| this governmental agency regulates broadcasts, telephone, cable, and other communication technologies |
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Definition
| Federal Communications Commission |
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Term
| because broadcasting uses public airwaves and is easily accesible to children, it is intensely regulated by the FCC, cable DOES NOT use public airwaves, so it is less closely regulated |
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Definition
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Term
| What hours are considered a "safe harbor" for broadcast indecency and why? |
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Definition
| 10 p.m. until 6 p.m. are considered safe harbors bc its unlikely children will be in the audience at those times. |
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Term
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Definition
| broadcasters are restricted from playing songs that record companies have paid them to play |
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Term
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Definition
| it is illegal for broadcasters to accept payments for advertising products |
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Term
| content limitations for broadcasters |
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Definition
| payola, plugola, playing hoaxes, "indecent" material including vulgar humor or sexual double entendres(hint at sexual activity), sexual or excretory expletives |
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Term
| the use of the word ALLEGEDLY does not protect the writer from libel..repeating a statement makes you just as responsible |
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Definition
| someone who repeats a libelous statement is just as responsible as the person who initiates the statement |
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Term
| requirements of the plantiff in a libel case |
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Definition
1. publication
2.identification: they are named in it, a photograph, an obvious fictional story,detailed description (age, lifestyle, occupation), small groups
3.defamation-harmed their reputation
4. fault (negligence for avg ppl, actual malice for celebs/public officials)
5.damages-the plantiff must prove they were harmed in some way |
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Term
| classic danger areas include false statements about: |
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Definition
1. political beliefs
2. criminal history
3.illnesses (mental and serious)
4.business practices or professional competence |
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Term
| defenses for the defendant in a libel suit (TQSC-the queen saw connie) |
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Definition
TRUTH
QUALIFIED PRIVILEGE--journalists can report statements from police reports or other authorities like legislators
STATUTE OF LIMITATIONS-plantiffs have to argue the case before this runs out
CONSTITUTIONAL PRIVILEGE-journalists can say more about pulic figures/celebs because they have to prove actual malice |
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Term
| what are the requirements to prove ACTUAL MALICE? |
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Definition
| With actual malice, public officials/celebs have to prove that the journalist 1) knew the statement was false and 2) had a reckless disregard dor the truth or falsity of the statement |
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Term
| 1964 supreme court case that coined the term actual malice as a burden of proof for public officials and celebs |
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Definition
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Term
| 4 methods (torts) of privacy invasion |
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Definition
1.publication of private facts (rape, sexual orientation, illnesses)
2.intrusion into seclusion (high-tech cameras, does not have to be published--tv news crew that barges into someones home)
3.false light (portraying someone as something they are not, sometimes considered same thing as libel)
4. appropriation-an individual's right to publicity (using brad pitt's face w/o his permission) |
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Term
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Definition
must be "fixed in a tangible medium"
can't copyright a layout, but |
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Term
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Definition
has to be "fixed in a tangible medium", cant copyright an ad layout, but can copyright the specific ad
"have some minimal degree of creativity"---white pages cant be copyrighted |
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Term
| how long does copyright protection for an individual last? |
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Definition
| the artist's life +70 years |
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Term
| how long does a copyright last for a corporation? |
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Definition
120 years after the date of creation
or 95 years after the date of publication, whichever comes first |
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Term
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Definition
| words, phrases, and ideas that advertising copy writers use to tap into the needs of the audience |
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Term
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Definition
the ppl at shopping malls
a way advertisers find out about potential buyers that is part of their considering audience... |
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Term
| 2 groups of ppl advertisers consider in their audience |
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Definition
1) ppl already using the product
2) likely/potential customers |
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Term
| major concepts the beginning advertising coppy writer must understand |
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Definition
| demographics and psychographics |
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Term
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Definition
| a way of dividing the population into groups on the basis of some obvious characteristics...likely to share same consumer habits (exs: soccer moms, generation x, yuppies |
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Term
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Definition
the concept of putting ppl into groups based on less obvious characteristics
-based on emotional responses |
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Term
| Advertisers engage in POSITIONING |
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Definition
| try to "position" the product in the minds of the consumer...if you white toothwhitening toothpaste get toothpaste A |
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Term
| Wow People Have Weird Boyfriends Pat Criticized.....ADVERTISING THE PRODUCT |
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Definition
What it does
Physical characteristics (small vaccum, boxy computer)
History
Who makes it?
Brand
Price
Competition (set product apart) |
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Term
| what is a USP in regards to advertising? |
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Definition
| Unique selling proposition; the USP will give potential customers their first clue as to why they should want to buy that product |
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Term
| The advertising situation (process) |
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Definition
--Identify a KEY FACT (shares in the market are down)
--State the problem: (product has a bad rep, product needs to increase market shares)
--Objective: Inform potential customers about the product's improvements
--Begin writing ad copy |
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Term
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Definition
Ad subject (client): Bally's Fitness
-Problem: ppl want to join but cant fit it into their schedules
-Product characteristics
-Objective:let potential customers know the gym has many options for busy ppl
-Target market
-Competition (who they are targeting)
-statement of benefit or appeal
-creative theme: fitness that fits your schedule
-supportive selling pts.
- |
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Term
| 3 most important parts of the ad |
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Definition
| headline, body copy, and illustration |
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Term
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Definition
items that are required by the advertiser to be in the advertisement
"equal opp. employer" |
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Term
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Definition
the items required by law to be in an ad
*cigarette ads must include the surgeon general's warning |
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Term
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Definition
short phrases that become identified with products.
mcDonald's "Im lovin it" |
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Term
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Definition
design that represents a company
-VW beetle
-advertisers like that they add distinction |
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Term
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Definition
| name and address of the company |
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Term
| tools for broadcast advertising |
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Definition
Voices
sound effects
pictures
music
visual effects (graphics) |
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Term
| 2 formats of broadcast commercials |
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Definition
dramatic formats and
announcer formats |
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Term
dramatic formats (broadcast commercials)
-there are four types of dramatic formats |
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Definition
| emphasize the action on the screen or within a script |
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Term
| 4 types of dramatic formats |
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Definition
1)problem resolution
2) slice of life
3) documentary/demonstration (how the product works/compare to competition)
4)fantasy |
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Term
| 4 types of dramatic formats |
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Definition
1)problem resolution
2) slice of life
3) documentary/demonstration (how the product works/compare to competition)
4)fantasy |
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Term
| What is an announcer format? and what are the 3 kinds? |
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Definition
the announcer is the main-character/or one of the main characters in an ad
1.the spokesperson
2.testimonial
3.anonymous announcers |
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Term
| commercial format---dramatic format--SLICE OF LIFE |
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Definition
| identify the product with a situation or feeling that is familiar and comfortable:::advertised product is involved |
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Term
| commercial format---dramatic format--SLICE OF LIFE |
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Definition
| identify the product with a situation or feeling that is familiar and comfortable:::advertised product is involved |
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Term
| point of purchase advertising |
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Definition
packaging/display of a product
-must be well packaged and displayed bc 2/3 of decisions are made after the customer has entered the store.
-hershey's didnt advertise alot just used own packaging and mass availibility |
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Term
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Definition
*billboards
-asset:repetitive nature, person may pass it many times but the advertiser only made one purchase |
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Term
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Definition
-target specefic audience
-more able to measure effects
-get message to that audience quickly
-can be expensive |
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Term
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Definition
| Congress shall make no law respecting an establishment of religon, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peacibly to assemble, and to petition the government for a redress of grievances. |
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Term
| one of the most important characteristics of the web is its _______ |
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Definition
| interactivity; speed; imediacy |
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Term
| essential to all PR writing is understanding the purpose of communication and knowing_________________________________ |
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Definition
| who the public is for that communication |
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