PR FINAL

key publics, publics

A key component of any plan is identifying _______________ ________________. - _______________: Groups of people who share a common bond or relationship with an organization

active, passive

- "The president asked the community affairs director to coordinate an open house" (12 words) - ______________ voice - "It was requested by the president that an open house be coordinated by the community affairs director" (17 words) - __________ voice

signifier, signified

A sign consists of what two parts?

propaganda

A deliberate...attempt to shape perceptions, manipulate cognitions, and direct behavior to achieve a response that furthers the desired intent of the propagandist

sensationalism

An event or story is overhyped to increase viewership or readership

strategic planning

Any PR program starts with __________________ ___________________.

research, action planning, communication, evaluation

Any PR program starts with strategic planning - R - ___________ A - __________ _______________ C - ____________________ E - _________________________

RACE

Any PR program starts with strategic planning - _______ - Research _______ - Action Planning _______ - Communication _______ - Evaluation

uni, detail

Beware the Media Multitasker: -Become a _________-tasker -Attention to ____________ is a virtue

informal interview

Casual Research: asking what people know about the topic

formal interview

Casual Research: takes information-gathering process to a higher level; more planned and methodical, more strategic; use same structure and ask the same questions to several different people

positive information

Cognitive Dissonance Theory: -Individuals feel cognitive dissonance -Individuals will try to reduce that dissonance/confusion by seeking _____________ ________________ to replace it

sender, message, channel, receiver, noise, context

Communication Basics: -___________________ - a little tricky when it comes to public relations -___________________ - what is/are your core messages? - ___________________ - which medium suits your message? - _________________ -_____________ -_______________

receiver, sender, receiver

Communication Basics: A concept useful for public relations writing is that communication is a _________________ phenomenon - communication is not controlled by the __________ but rather by the _______________

audiences

Communication Basics: As public relations writers, we should understand that our ___________________ will always be in control of the communication process - they will choose whether to pay attention to the message

grammar, style, 5, 7

During Freewriting: -Do not worry about ____________ and _________ at this stage -Should be limited to intervals of _______-_______ minutes

distrustful, fundamentally, made, evidence, intentionally, expert, divert, interest, understanding, credibility, all, free, unprejudiced

Ethical Persuasion: -People are _________________ of professional persuaders -Persuasion is not a ______________ nasty concept (although it can be ________ to be one) -Therefore avoid --> -(1) False, fabricated, misrepresented, distorted, or irrelevant _______________ when supporting your position. - (2) _________________ using specious, unsupported, and illogical reasoning. - (3) Presenting yourself as an ______________ when you are not - (4) ____________ attention away from the real issue - (5) Serve the public _____________ - (6) Build mutual _________________ and _________________ - (7) Respect __________ opinions and promote _________ expression and the free exchange of unprejudiced communication

analysis, credibility, self-interest, clarity, timing, context, symbols, semantics, action, structure

Factors in Persuasive Writing: -Audience _________________ -Source _______________ -Appeals to __________-__________ -______________ of message -___________ and _______________ -______________, slogans, and acronyms -__________________ -Appeals to ______________ -Content and ________________ (drama, statistics, surveys and polls, examples, testimonials, endorsements, etc)

process, influence, ethical, democratic

Persuasion is: -A ___________ of communication -Intends to ___________ people -Uses _______________ means -Enhances a __________________ society

planning sheet

For every writing assignment, there should be a _________________ _______________.

lie

Framing: -Different from spin in some important ways -Never ___________ to your audience/publics

started, organize, formally, public, writer's block

Free writing is a stream-of-consciousness writing technique that helps you: -Get _________________ -_______________ your thoughts -Prepare to write more ______________ or to go ___________ with your writing -Overcome ____________ _____________

skill, mastered, read, write, rewrite, genuine, purpose, audience, drafts, journal, efffort

Good writing is an acquired _________; one that can be _______________: •___________, __________, and ___________ some more! •Seek ______________ feedback. •Make time to ___________ and __________. •Always consider your _________ and _____________. •Expect to produce multiple ___________ of any piece of writing .•Practice often by creating a writing ____________. •Good writing is difficult, but _________ truly pays.

publics

Groups of people who share a common bond or relationship with an organization

WIN - wants, interests, needs

How do you analyze key publics?

media gatekeepers, shrinking newspaper, fragmentation, information

In order to reach the intended audiences, public relations practitioners must overcome at least four common obstacles: (1) ______________ _______________________ -Typically editors and journalists (2) _________________ ________________ Space -Shifts in advertising practices have ensured that a lot of news outlets have moved their operations online (3) Media __________________________ -No longer possible to reach the general public through reliance upon a single medium (4) ___________________ Overload -Why should people care about your story? They are constantly bombarded with a barrage of messages screaming out for their attention

news values, right media, interests, audiences, objectives, creativity

Making the News - Things to consider: (1) Understanding ___________ ____________ (2) Targeting the __________ _____________ with your information (3) Considering the _________________ of media audiences (4) Considering the ___________________ of your client(s) (5) Exercising _____________________

prepotency, survival/physiological, security/safety, belonging/social, esteem/personal, fulfillment/self-actualization

Maslow's Hierarchy of Needs is arranged by the principle of _____________________________ - operating in sequence, separated into lower and higher sections 1.______________/_______________ needs - this comes first. These include such things as food, water, shelter, and other aspects of self-preservation 2. ___________/_________________ neeeds - After survival needs are met, a person can focus on security and safety concerns such as protection, freedom, financial welfare, structured environment, and future well-being 3. __________________/_________________ needs - this includes acceptance, friendship, companionship, peer approval, interpersonal relationships and group identity, as well as giving and receiving love and intimacy 4. ___________________/________________ needs - when the first 3 levels of need sare met, a person can address needs such as self-esteem, confidence, appreciation, social accomplishment, and respect 5. _________________/________-______________ needs - Maslow crowned his pyramid w/ 5th level of need. But this is it's own separate category; the top-most level offers people opportunities to explore and add to their sense of accomplishment

trivium, disregard, traditional, online, editing

Why is grammar more important than ever? -The __________ -Learned _____________ for correct word use -The culture of _____________ journalism versus the culture of _________ journalism -The decline and fall of _________________

combination, factual, emotional, self-interest, avoid, distort, low-to-moderate, degree, likelihood, effective

Message Content: -A _________________ of _____________ and ____________ appeals is more effective than either approach alone -Messages that are directed to the __________-_______________ of the audience are more likely to gain audience awareness and interest. -Appeals to fear, guilt, and other negative emotions, as well as the presentation of threats to the audience, can cause the audience to ___________ or ___________ the message -With moderate interest levels, __________-______-__________ fear appeals can be more effective than strong fear appeals in producing attitude change -Three aspects make fear appeals persuasive --> the ______________ of harm, the ______________ of harm, and the likelihood of an __________ solution to eliminate harm

first, opposing, restate, final , both, conclusion, repetition

Message Structure: -Present your own argument __________, refute ______________ arguments, and then _______________ your own argument -The ___________ word is most likely to be remembered -Presenting ________ sides of an argument is more effective than giving only one side -Drawing a _______________ is usually more persuasive than leaving it to the audience to draw the _______________ -___________________ is useful for keeping issues on the public agenda

secondary research

Might include: organizational files, archives, libraries, government materials, online resources, professional materials, etc.

plan, research, organize, first draft, planning sheet, revise, language, second, proofread, mechanics, approvals, publish

NINE STEPS TO EFFECTIVE WRITING: 1.____________ what you want to write 2.________________ the needed information 3._________________ your writing 4.Write and print the ____________ _______________ 5.Review your __________________ ______________ and _______________ the first draft 6.Polish the ___________________ in the________________ draft and print 7.__________________ this draft, paying special attention to language _________________ 8.Get the necessary ______________________ 9.Publish your writing in its __________________ form

rhetoric, epideictic, forensic, deliberative, ethos, pathos, logos, teachers

PERSUASION & RHETORIC: - Plato ---> rhetoric vs dialectic - Aristotle ---> formalized the study of __________; three different speech genres (_____________, ____________, _____________); three persuasive proofs (____________, _____________ ,and ___________) -Sophists ---> traveling speech ______________

free choice, coercive, action, attitude, antecedents, beliefs, attitudes, values

PERSUASION & RHETORIC: -Persuasion necessitates some measure of __________ _____________ -Cannot be _____________ -The goal is __________ or ___________ change -attitudes are ________________ to action -If you wish to bring about or facilitate lasting commitment, you will need to target ---> _______________, __________________, ________________

transfer

PROPAGANDA: associates a respected symbol for something else. We will try to identify our cause with symbols of godliness or goodness, purity or political correctness; The ethical public relations writer avoid associations that are questionable exaggerations.

glittering generalities

PROPAGANDA: attempts to hide behind vague concepts that nobody could oppose. Politicians picture themselves as patriotic, clergy as godly, doctors as caring. The ethical public relations writer will provide specific examples and details on which publics can make informed decisions.

bandwagon

PROPAGANDA: get the ambivalent crowds revved up and raring to go - as a communication technique this presents the suggestion that "everyone else is doing it so why not you? don't be the last to buy this, wear that, smoke this, etc" The ethical public relations writer will ask if the momentum is beneficial and warranted

testimonials

PROPAGANDA: involve the supportive words or images of a well-known and supposed expert. The ethical public relations writer will ask several questions about testimonials - does the so-called expert really have particular knowledge of the subject?

card stacking

PROPAGANDA: involves giving only one side of the story or deliberately misrepresenting the other side. The ethical public relations writer will try to make the case while admitting that the issue is a complex one with other legitimate points of view.

name-calling

PROPAGANDA: the opposite of transfer technique. Involves creating scapegoats by associating opponents with unsavory people or ideas, rendering them equally reprehensible. The ethical public relations writer will let the facts speak for themselves without unfairly demeaning people on the other side of the argument

repetition

PROPAGANDA: the presentation of the same information or official line over and over again.Ethical practitioners do not use this technique to provide a foundation of untruths

plain folk appeal

PROPAGANDA: tries to convince the audience that the message source is unsophisticated, average, just like you & me - an ethical persuasion writer will be satisfied that the impression is accurate before using such an appeal

self-serving, nonresponsive, manipulative

Propaganda is _________-serving, ____________________, and _____________________

dishonestly, unsuspecting

Propaganda promotes ideological causes ____________________ - it sneaks its messages into an _____________ audience and indoctrinates people without their realizing what is happening

reinforcing, new

Public media are better at _______________ existing attitudes than in changing attitudes ; they have more effect on _______ attitudes than on established ones

primary research

Research that generates new data collected specifically for a particular project

naturally, wordy, simple, short, redundancies, active, adverbs, adjectives, word pictures, precise, strong, clichés, inclusive

SMITH'S WRITING TIPS: 1. Writing _________________ - write the way you talk, then edit 2. Avoid ___________ phrases - good writers take the time to tighten their words 3. Use ___________ words - "keep it simple" could be a motto for effective public relations writing 4. Craft __________ sentences - strive for simplicity in your writing, but avoid monotony 5. Avoid ___________________ - take up space without adding anything useful 6. Use ___________ voice 7. Use ____________ and ________________ sparingly 8. Craft ____________ ________________ by describing 9. Use ___________ language - some words seem alike but have significantly meaning; "disinterested" isn't the same as "uninterested" -- PR makes sure to use the correct word 10. Use __________ words - the way to avoid ambiguity is to use strong words, especially verbs 11. Avoid _____________ like the plague - a familiar expression overused to the point where it has become weary and stale 12. Be honest and use ____________ terms - words and phrases that apply to all readers, without unnecessary exclusiveness

signifier, signified

Sign: - ______________________ -things that give meaning; word/image (word cat) - ______________________ - what is evoked in the mind - mental concept (description/image of cat)

freewriting

Stream-of-consciousness writing technique that helps you: -Get started -Organize your thoughts -Prepare to write more formally or to go public with your writing -Overcome writer's block

primary research

Surveys, focus groups, content analysis, etc.

publicity, mass media, types, newsworthy, find, create, creative, audience, public

The Challenge of Making News: •Public Relations practitioners often seek to generate ______________ for their organizations and their clients. •In order to do so they must know how the ___________ ___________ functions and operates. •That is, before submitting their materials to journalists and editors, they must know what _____________ of stories journalists and editors are likely to consider ____________________. •They must also know where to ____________ or how to ____________ news. •Finally, they must be able to come up with _______________ solutions to problems and design innovative publicity tactics that are capable of cutting through the thicket of competing messages. •Keep in mind the difference between and _______________ and a ______________.

clearly, language, syntax

The aim of public relations writing is to communicate ____________ with your target publics. A basic ingredient in clear communication is correct use of ______________. The part of grammar that deals with the orderly arrangement of words into sentences is referred to as _________________.

elements, objectives

The planning sheet will draw on _____________ and ___________ from the overall public relations plan.

interesting, meaningful, valuable

Uses-and-gratifications theory: -Audiences actively seek out media content that stimulate their interests -You need to craft messages that are _______________, _________________, and ________________ to your publics

prominence/fame

What Makes News? Celebrities

timeliness

What Makes News? What are some important current issues

proximity/localness

What Makes News? close to home? important

conflict

What Makes News? drama is newsworthy

balanced/nuanced information

What Makes News? media gatekeepers abhor advertising language

newness

What Makes News? new developments? old things in new light?

significance

What Makes News? numbers? how many people are affected?

human interest

What Makes News? personal stories

unusualness/novelty

What Makes News? things that are out of the ordinary attracts interest

organizational files, archives, libraries, government materials, online resources, professional materials, etc.

What are example of secondary research?

organization, news media, key public

What consists of the model of overlapping news interest? A. Information about ________________________ B. Interests of _____________ _____________ C. Interests of _____________ _____________

email, subject, word

What does your email say about you? -__________ address -__________ line/format -____________ choices/abbreviations

name-calling, card-stacking, glittering generalities, stereotypes

Which 4 propaganda techniques are less frequently used by public relations purposes?

creative, functional, both

Writing does not have to be either ________________ or ____________ writing - it can be ___________ at the same time

skill

Writing is a learned _____________

commitment

Writing is an ongoing _____________________

false, persuade, motive, purpose, reason

Writing to Influence: -Information VS Persuasive ("these are divided") writing is a ________ dichotomy (News releases & brochures are seen as formats for informational writing, whereas speeches & PSA's are said to be formats for persuasive writing) -All public relations writing attempts to _____________ people in some way -PR writers have a __________,__________, and ____________

readability

a concept associated with the ease of reading

gunning readability formula (Fog Index)

a good tool for the public relations writer that is a simple way to measure the level of reading ease for any piece of writing - reflects the grade-level equivalent needed to grasp the writing easily

persuasion

a process of communication that intends to influence people using ethical means that enhance a democratic society

flesh-kincaid grade-level scale

a related tool the gunning readability formula is what?

creative writing

a science fiction adventure, a researched historical novel, lyrical poetry, corporate report, an informative news release , compelling sales letter

passive voice

action is being done to the subject

Casual Research

an informal process of finding out what already is known by the writer or the writer's organization or client

sign

anything that conveys meaning

propaganda

communication that is self-serving, non responsive, and manipulative

framing

deals with how people think about a topic , whereas priming reminds people what they already know about a topic

creative writing

emphasizes imaginative, artistic, and sometimes innovative style

functional writing

emphasizes purpose, format, and objective

cognitive dissonance theory

focuses on the confusion that arises when information is out of step with a person's attitude -- cognitive discomfort which might lead to attitude change

Casual research

informal interviewing, formal interviewing

redundancies

phrases in which one or more of the words add no meaning to the sentence

Maslow's hierarchy of needs

physiological, safety, social, ego, and self-actualization needs - must meet bottom needs first before moving to the top

value categories

power, wealth, respect, well-being, affection, skill, moral correctness, enlightenment

doublespeak

refers to language that intentionally obscures the real meaning behind the words ; can mislead the public

secondary research

research conducted to find out what information is already available through existing sources

gender bias, sexist language

results when the writer or speaker uses words that make someone feel left out because the reference seems to be only to the other gender

Uses-and-gratifications theory

suggests that people make choices in selecting media for particular purposes; among these reasons are news and public awareness, functional information, entertainment and relaxation, social interaction w/ family & friends, self-understanding, emotional release and opinion sharing

connotation

the cultural meaning of a word

denotation

the dictionary definition of a word

active voice

the subject is doing the action

Maslow's Hierarchy of Needs

there are 5 levels of human need

functional writing

we hope to accomplish something through our words so we write with purpose

plain folks, testimonials, bandwagon, transfer, repetition

what 5 propaganda tactics are sometimes used ethically by public relations writers?

jargon

words or phrases familiar with a particular group