COM2740 FINAL!!!
10 Steps for Crisis Communication:
*1) beware of warning signs* - set up Google News alerts for your organization and relevant keywords - be aware of local news and issues that may impact your organization or that local media may call you for comment on. - direct employees and volunteers to share any phone calls, social media posts, or messages, website comments, or other communications touch ports that may signal a concern *2) identify and alert stakeholders* - determine what staff and internal stakeholders, such as legal counsel or board members, need to be alerted and what needs to be communicated to them immediately -- let your employees, investors, etc. know what's going on - Alert Habitat for Humanity Florida and/or Habitat for Humanity International as appropriate (specific to a guest lecture) *3) assess the situation* - what is the issue? - who is affected? - how did it happen? - what additional information do you need to fully understand the situation? - who may need to be alerted? - what is the media interest? *4) determine crisis communications strategy and team* - define the issue and determine the strategy for advertising the issue and communicating with internal audiences - determine crisis communications team and each individual's roles and responsibilities -- who will take and log media inquiries? -- who will serve as primary spokesperson with external audiences? -- who will update stakeholders, such as board members, partner families, and/or volunteers? - who will monitor social media channels and media coverage? *5) develop messaging* - determine what information can be shared and with whom (such as staff, patients, the media) - create holding statements and/or key messages specific to each audience as appropriate -- partner families, media, volunteers, donors *6) develop protocols* - provide appropriate staff members with protocol and messaging for answering phone calls - notify all staff members, site crews, and volunteers to direct media questions to the specified person taking media requests; this individual should log all media requests but not provide any comment, as this request will be vetted by the crisis team for appropriate response - remind employees, site crews, and volunteers to avoid commenting on the situation with the public and/or media *7) create social media process* - develop holding statement and/or key messages for response on social media channels - determine protocol for responding to comments and posts on social media channels ; determine what messaging needs to be added or updated on digital media platforms, including website and social media channels - use a disclaimer bout partner family confidentiality for electronic communication as appropriate *8) communication with the media* - determine if a statement needs to be proactively released to the media - ensure spokesperson is well-versed on key messages that can be shared surrounding this issue, including message on partner family confidentiality - never speak with the media "off the record" - consider anything you share with the media to be on the record - never respond with "no comment" - if you don't know the answer to a question, say so; don't speculate; promise to find the answer/appropriate person and follow up as soon as possible *9) regroup* - monitor media, blogs, social media channels and other public communications platforms for ongoing coverage and conversations surrounding the issue - determine strategy for ongoing updates to internal audiences - evaluate strategy for ongoing status updates with the media and other external audiences through social media channels and website - evaluate opportunities to strengthen organizational policies and procedures, including communication efforts moving forward *10) evaluate how the crisis was handled* - it is important to evaluate how the crisis situation was handled. Knowing what was done well and what could have been done better will only help refine your crisis communication process and make it more effective in the future. - Assess media coverage, review the crisis communication protocol and actions taken with the crisis communication tea, and evaluate each action taken.
Rule #12
*DON'T MAKE A FACTUAL ERROR* - in the news industry, our credibility is all we have -- people will tune in to the channels they feel have the most -- once we lose our credibility, it's incredibly difficult to get it back - if you can't confirm it, don't dun with it; make sure to get the story right, before you focus on getting it out first
Various Definitions of Mass Communication
*Orlik (1992)*: "The process of rapidly conveying identical information, assertions, and attitudes to potentially large, dispersed and diversified audiences via mechanisms capable of achieving that task." *DeFleur and Dennis (1993)*: "A process in which professional communicators use media to disseminate messages widely, rapidly, and continuously to arouse intended meanings in large and diverse audiences in attempts to influence them in a variety of ways." *Berger (1995)*: "[Mass Communication] involves the use of print and electronic media, such as newspapers, magazines, film, radio, or TV, to communicate to the large number of people who are located in various places - often scattered all over the country or world." *commonality*: all 3 definitions focus on message dissemination to a large audience, through various channels, *to accomplish some type of goal.*
4 P's of Marketing
*Product* *Price* *Promotion* *Place* Advertising is usually focused on Promotion. The scope of Marketing is larger ... So ... *Advertising is Marketing, but Marketing isn't Advertising*
During the Interview STAR Method
*Situation* - what was the situation? *Task* - what were the tasks involved? *Action* - how did you handle it? *Result* - what was the outcome?
4 Roles of Mass Communication in Society
*Surveillance* *Interpretation* *Socialization* *Entertainment*
Mass Communication Research Methods
*Surveys* (quantitative) *Content Analyses* (quantitative) *Focus Groups* (qualitative/more subjective) *Observation* (qualitative)
Advertising Notes
*Television-Based Advertising drives the most Ad Revenue ($71 Billion). * - Digital Advertising is a close second, however. The main challenge for advertisers is to make their ads stand out, since there is so much "noise" out there. *The revenue generated by the American advertising market is the largest in the world followed by China - in 2nd. *
Core Concepts of Public Administration
*Woodrow Wilson* wrote /The Study of Administration/ in 1887; he is considered, here in the U.S., to be the father of Public Administration. He outlined 4 concepts: • separating politics and administration • conducting comparative analyses of public/private organization • improving efficiency with businesslike practices/attitudes • management and training civil servants
Rule #9 and #10
*don't reach for big words when small words will do* - there are often simpler, sharper words than the formal ones we are tempted to use - save the big words for the scrabble board *don't use words from source copy* - use your words and tell the story in your own way - don't "borrow" others' words .. that's basically plagiarism
Rule #5
*don't start a story with ...* - *"as expected ..."* -- to WHOM? -- also: "long-awaited" and "not unexpectedly" - *"in a surprise move ..."* -- the news is full of potential surprises for an audience -- also, audiences oftentimes lack awareness of what's going on; so, how can you be surprised by something you weren't aware of? - *"a new development ..."* -- you're basically saying, "I've got news for you ..." K. --also, "we begin with ..." or "our top story is ..." is needless - *"[someone's] in the news/making news/dominating the news"* -- everyone who's in the news is "making news; just tell it -- also, avoid "... made history today"; let historians decide if they did ... and guess what? they won't decide that today - *a first sentence using "yesterday" or "continue"* -- that's old news ... if you have to give it to us, either update it so you can say "today," or use a present-tense verb -- try to find a new angle, a new direction, etc. - *"another/more/once again"* -- with few exceptions, these words are turn-offs -- makes us feel like a story is going to be similar to one we already heard - more of the same - "the same old, same old" -- a lot of times, the story is newsworthy on its own! - *a first sentence using "no" or "not"* -- general rule of thumb: make sentences positive -- "did not remember" = forgot; "did not listen" = ignored -- not to be confused with "now" if listeners are preoccupied - *a participial phrase or dependent clause* -- this is a weak and murky way to back into a story -- this is also not a natural way of speaking - in news or life -- the greater distance between subject and verb, the harder it is for a listener - *"there is", "there are", or "it is"* -- wordy and wasteful; we are not talking about "it", and surely "it" has to be doing something more active than "is"; avoid other linking verbs (have/seen/feel/become) here, too. - *a sentence whose main verb is a form of "such as" -- not necessarily "wrong" .. but is "weak AF" -- you can use one if the sentence is short, and the story is big -- one-syllable words that end in a hard consonant can gain impact at the end of a sentence - *a quotation* -- it's awkward and people can't see your script - *a question* -- this isn't a quiz show - *a personal pronoun* -- who's "he" or "she"? -- withholding identity of subjects is confusing for the listeners - *the name of an unknown or unfamiliar person* -- names make news .. if they're recognized -- many stories don't even need a person's name -- try to omit the first names of people who have a title -- never use a middle name, unless it's famous, like MLK's -- the best way to introduce an unknown is with their title, a label, or a description
Hard Skills vs. Soft Skills
*hard skills* are specific, teachable, and quantifiable abilities that are a reflection of our knowledge base tests, papers, etc. help cultivate your hard skills these hard skills are listed in job postings and resumes to indicate what is expected, and if a candidate is truly qualified hard skills are left-brained, or logic-centered, and are measurable through one's IQ hard skills often have a direct path to success and can be measured ... it is clear when we are progressing acquired by training, whereas soft skills are acquired by trial and error hard skills are necessary, but should be accompanied by strong soft skills for optimal success *soft skills* cannot be measured, are not quantifiable, and operate with situational rules and standards soft skills can be cultivated in school, through things like group work, but are mostly learned via trial and error and life experiences soft skills are harder to demonstrate on a resume, which is why we have job interviews *types of soft skills: * self-management skills (10) people skills (2 types) - conventional skills (10) - tribal skills (8)
Types of Interviews
*phone or skype*: preliminary interview; usually scheduled; it's okay to ask to schedule a time if you get a call out of the blue *traditional one-on-one*: typically performed by the person you'd be reporting to if you land a job *panel interview*: either before or after a one-on-one; several higher-ups will chat with you simultaneously; be sure to jot their names down and address them by them *group*: multiple candidates, one (or two) interviewer *lunch interview*: typically a follow-up interview; allows both parties to get to know each other a little better; it is an ideal time to ask questions; be mindful of your manners; don't take leftovers home; don't order alcohol; don't run up a huge tab
*public administration* defined
*public administrators* are public servants, working in departments and agencies at all levels of the government, including city, council, country, regional, state, and federal depts *public administration* has been defined not only as the implementation of government policy, but also as the management of public programs public administration is multidisciplinary and has 6 major subfields
After the Interview
*thank you letter* - reaffirms interest - shows you level of detail *evaluate your performance*
Agenda Setting Theory (McCombs & Shaw, 1972)
*the media don't tell us what to think; they tell us what to think about* 1st assumption: press/media do not reflect reality; they filter and shape it 2nd assumption: media concentration on a few issues leads the public to perceive those issues as more important than others originally applied to politics, but can be expanded to business, advertising, and crime
Publishing Today
*traditional publishing* is STILL lucrative . . . but not the only form of publishing available today *digital publishing/e-publishing*: where books, mags, papers, etc., are not only published online, but also distributed through online channels *self publishing*: when an author does it on their own, with perhaps some insight with regards to design, or a marketing strategy(ies), or distribution
Public Relations (PR) Trends
*women now account for 70% of all PR practitioners* increased emphasis on listening, engagement, and dialogues with publics increased demand for transparency between an organization and its publics - need to be transparent because credibility and trust are huge there is also more increased attention paid to multicultural audiences recruiting more individuals from different cultural backgrounds increased emphasis on measurement and evaluation
Resumes
- clean and consistent format/spacing - no hyperlinks - spell out acronyms - thorough, quantified bullets that each start with an action verb - know what your major is! - use a mixture of bold, italics, and regular font - font size --- your name = ~24 --- contact info = ~14 --- body = ~11.5 consider how long an employer/graduate school is going to look at the resume!
After the Interview: Follow-Up Communication
- if you are calling to check in regarding an interview you recently had, wait at least 10-14 days - email and call one time each - be brief and cheerful
Top 5 Television Markets
1) New York (6,842,120 TV homes) 2) Los Angeles (5,145,340 TV homes) 3) Chicago (3,256,400 TV homes) 4) Philadelphia (2,758,300 TV homes) 5) Dallas-Fort Worth (2,563,320 TV homes)
Big 5 Publishing Houses
1) Pengiun Random House 2) Hachette 3) HarperCollins 4) Simon & Schuster 5) Macmillan
History of Advertising
1920s: *Edward Bernays* and the "Torches of Freedom" campaign (brought on by the tobacco industry; gender roles heavily present at this time - trying to make smoking appealing for women) -- by showing pictures of women smoking in public, more bought cigarettes; sales up 30% over 30 years 1950s: radio programs then began to be sponsored by business, in exchange for on-air mentions; also, advertisements began airing on television, in the form of commercials - where we see soap operas (the original soap operas were on radio) Cable TV: emergence of shopping channels (QVC, HSN, etc.)
History of Journalism
4 distinctive eras: *The Colonial; Partisan; Penny; Yellow Press Periods* first newspaper: Publick Occurances, in Boston in 1690 (before the US was even a thing), by Bejamin Harris - made allegations against King of France, without royal consent, and was out of business before next issue (heavy censorship early on) New York Weekly Journal by John Peter Zenger, soon followed - with Zenger arrested and put on trial - and later freed. This is the first real instance of journalism overcoming censorship, and paved the way for future advancements. In the Partisan Press Era, aka the Federalist Period in US History, the Federalist Papers were published throughout the Nation. - journalists and government continued to butt heads - the Alien and Sedition Acts were instituted at this time The Sun was printed in 1833, sold for a penny per copy, beginning the Penny Press Era. Telegraph soon followed. Editorials were printed. The production sped up, etc. Yellow Press Period followed ... where stunt journalism and sensationalism were introduced.
Advertising vs. Marketing
Advertising is a COMPONENT of Marketing. It is part of the overall marketing strategy often referred to as a tactic - to help marketing research its goals. - other aspects include research, design, analysis, sales, and PR Advertising is often very costly (promotional or paid media), for a short-term impact, it may not always be the best fit for an overall marketing campaign. Sometimes, PR - which is earned media, and also more focused on relationships - is a better option. Marketing is making the choice to go either route, or some other route altogether. Goal of Advertising is to sell something. Goal of Marketing may include sales, but often has larger goals - such as brand loyalty and consumer awareness,
Interviews: Examples of Illegal Questions
Age Marital status Children Religion Physical disabilities Criminal record
History of Public Relations (PR)
Begins with *P.T. Barnum* (point to for political reasons), creating pseudo-events - which are planned events, and which happen primarily to be reported. (before Barnum and Bailey Circus happened, he took over and bought a museum) - he sent the groundwork for heavy publicity and paved the way for publicists everywhere - he created Tom Thumb, a 2-Foot Tall, 15-Pound Performer - through Thumb, he created "Third-Party Endorsements" While that happened in the 1800s and 19th Century, it was the first 50 years of the 20th Century when true PR pioneers emerged. - They were Edward Bernays (he generated the first textbook for PR -- modern father of PR if you will) and Ivy Lee (one of the first people to engage the media heavily and proactively) - Bernays worked for the American Tobacco Company; Lee was the Publicity Counselor for the Pennsylvania Railroad -- Lee generated a positive relationship with the media and was able to control the narrative Arthur Page established PR as an integral part of corporate management. There was also Eleanor Lambert, who was a fashion publicist. WWII bought changes, including: urbanization, television, and business expansion. Women REALLY began to enter the world of Public Relations at this time. By 2000, PR became a management function within organizations.
4 (of many) Theories of Mass Communication
Cultivation Theory Uses and Gratifications Theory Agenda Setting Theory Two-Step Flow Theory
Writing for News
In the industry, we try to write at a 8th-grade level. - there is currently a discussion about if we should write at an even lower level - specifically at a 5th-grade level - this is so that our audience can understand us; you only get one shot in TV to get your message across clearly In giving our audience what they need and desire, Mervin Block constructed a set of rules, called the *"Dozen Deadly Don'ts"* - these are 12 of the biggest no-nos when writing/delivering broadcast news, and we try to avoid them at all costs.
Cover Letters
Introduction How awesome you are How awesome they are Conclusion Simple Introduction: - position title - company - 1 line about what attracts you to them About You: - look at your resume and compare to job description - choose 2-3 points in particular to elaborate on that either directly relate or are transferable skills between your previous/current experience and where you are applying - inject numbers if possible - humblebrag - Pro tip: use spell check About Them: - you are applying to them for a reason. What is it about their ... -- mission/vision -- company culture -- clientele/products -- etc. ... that attracts you to them? - be specific; this is your chance to show you did research on the company Simple Conclusion: - thank you for your time and consideration - I look forward to interviewing with you - if you have any questions regarding my candidacy, please contact me at *email* or *phone number* - Sincerely, - Signature - Name - Pro tip: speak assertively about interviewing -- not passively
Journalism and Objectivity
Journalism is a discipline of verification. Journalists should seek out multiple sources, disclose as much as possible about them, and present both sides of an issue in the story. Journalists must not be swayed by sources of power, or self-interest. Must avoid arrogance, elitism, and isolation.
Journalism and Truth
Journalism is called upon to present relatable, accurate facts. Journalists employ "Journalistic Truth" - beginning with discipline to assemble and verify pieces of information. Then, they try to convey it in a meaningful and accurate formal for readers. Journalists have to be transparent in their research methods, and their loyalty should be to the readers/audience - not their own best interest.
Importance and Challenges of Journalism Today
Journalism is purposeful storytelling. We use the information as a map to navigate society. Because more and more people are generating and distributing content, operating like journalists and reaching similar audiences, the premium on ethics has never been higher. Journalists must provide "functional truth" - not just interesting content - to remain significant and credible.
Journalism and the Public
Journalism must provide a public forum for criticism and compromise, keep the news comprehensive and proportional, and respect the news rights of citizens. Journalists help people learn what issues they should be thinking about - according to Agenda Setting Theory (AST). Journalists have their content and speech protected so they can do what AST suggests - and provide content we need to help us stay informed and make good choices.
Socialization
Mass Communication helps people learn socialization and cultural norms Mass Media transmits values within a society that help people learn appropriate behaviors and attitudes TV shows tend to reflect the societal norms of the area in which they are broadcast
Two-Step Flow Theory (Katz & Lazarsfeld, 1955)
Most people from their opinions from opinion leaders, who form theirs from mass media. It incorporates two distinct steps. opinion leaders often seen as more trustworthy/less biased than media therefore, belief that these opinion leaders can have greater influence on larger groups of people a theory that was once believed to be outdated, but now increasing in relevance due to things like blogs and social media
Non-Profits : Background Info
NPOs (Non-Profit Organizations) offer the same opportunities as other industries, including PR, marketing, and advertising, visual communication, and writing. careers in NPOs thrive because of dedicated employees who choose to work in the organizations because of their desire to help people, places, and things NPOs, along with non-governmental organizations, are the fastest growing types of organizations in the world
What is Public Administration?
Public Administration can blend a lot of the stuff you've read about during the back half of the semester. It may include: - agency work - TV and radio (production) work - public and private sector work - nonprofit work - government work
About the Industry: Publishing
Robust industry. Great fit for entry-level jobs and lifelong careers for those educated in mass communication. - promotion is an option for PR/Marketing - editing is an option for those who have a strong grasp of grammar and the English language
Tips for Answering Questions
SOLER be concise provide examples as often as possible (quantify) be honest ask great questions pay attention to nonverbals (read the room)
What is Public Relations (PR)?
The industry is very young, and is still defining itself. A bunch of different definitions exist for what Public Relations is . . . - sometimes, these more adequately describe a subfield of PR - there are a number of these, from publicists to media relations workers The one we will use is THIS: *"Public Relations is a strategic communication process that builds mutually beneficial relationships between an organization and their publics."*
TV Lingo
VO: voiceover - delivered from script, read live by an anchor or reporter in studio SOT: sound bytes - these are the interviews from people during a story VOSOT: voiceover-to-sound - when an anchor or reporter live-reads a story with a sound byte or two (or more) in it PKG: package - a pre-recorded report that includes SOTs, no live VOs A-Roll - primary footage for a story or a report, oftentimes includes interviews B-Roll - supplementary video to accommodate a news report Stand Up - when a reporter addresses the camera during their story/report Nat Sound - natural sound ... aka, background noise Lead-In - one or two sentences delivered by an anchor to preview the next story Tag - the closing line after a recorded report, usually delivered by the anchors Tease/Bumper - preview of upcoming stories; oftentimes a the end of blocks Beat - these are what reporters are members of and cover: health, politics, etc. Block - chunks of the programming during a newscast; labelled A, B, C, D, etc. Kicker - a lighthearted story at the end of the newscast designed to make you smile
Publishing Careers
a candidate should tailor their skillset to different areas of publishing in order to be a better one each component of the industry is important and interdepending you can move from one area into another determine: if you want to work in trade, or academic, publishing *trade publishing*: produces the books and magazines we tend to read for fun ~ can be fiction or non-fiction ~ very commercial . . . must have a sharp eye for sales and mass adoption potential ~ it's beyond just exceptional writing ... strategy is involved ~ need to be business-savvy; contract negotiations and promotions are VITAL *academic publishing*: produced books and papers you use in school, and for your research efforts ~ works to craft insightful material and original research ~ working with professors who wish to bring their research to specific audiences to spark dialogue ~ ideas take precedence over sales
History of Publishing
a culmination of other inventions that have collectively evolved this industry into what it is . . . 1440: *Gutenberg and the printing press* 1640: first published book in the United States, Bay Psalm Book, in Cambridge, Massachusetts 1690: first US newspaper, Publick Occurences, was published in Boston 1741: the first magazines were published in the US, by Andrew Bradford and Benjamin Franklin late 1700s: 100+ magazines in circulation from then, until today: typewriters, computers, and the Internet have advanced publishing for the writer and publishers, alike
Working in TV
a large number of recent college grads who want to be on TV take jobs at lower-market TV stations currently, many reporters, anchors, etc. at smaller stations are called *MMJs", or multimedia journalists; they do all their own gruntwork NOTE: a growing trend in the industry is that larger and larger markets are asking their own on-air talent to do more of this a huge part of being an MMJ is shooting and editing your own work there are 2 types of editing: *linear and non-linear* linear editing: sequential; tape-to-tape; everything needs to be in a particular order; very "old-school" non-linear editing: modern-day alternative; can cut, paste, drag, drop, order, reorder, etc. - EX: Final Cut Pro, Adobe premium probe, SONY Vegas, iMovie - much more convenient; "new school"
Surveys
aims to generate data used to make generalizations about large groups of people can be used for copy testing, evaluating products or campaigns, customer service, environmental scanning, and gathering demographic data can be done online, on phone, through the mail, or in person; can include closed and open-ended questions fast and cost-effective, but the integrity of responses can be a concern - typically people respond the way they think they are supposed to respond which isn't honest - focuses on correlation, not causation when interpreting results
Where We See/Hear Ads Today
billboards websites television banners/flyers radio and podcasts shopping carts vehicles e-mails texts - inundated with all of this so often
Focus Groups
bringing people together to discuss their thoughts/opinions on something the interactive nature of a focus group is what sets it apart from the other research methods used heavily in marketing not expensive, but takes a lot of time researcher needs to take careful notes for playback and evaluation participants must be chosen carefully, based on demographics, psychographics, attitudes, and behaviors - must have an understanding of who your target audience is
Content Analyses
can also be called textual analysis/es identifying categories from a specific type of communication to see what the content of that communication typically includes *5 sources of text:* written; oral; iconic (drawings/paintings, etc.); AV (TV programs, movies, etc.); and, hypertexts (online texts) trying to understand "who says what, to whom, why, to what extent - and with what effect?" can help identify a media slant or bias
Mass Communication Careers in Business: Background Info
careers in mass communication have a lot of overlap with careers in business every single business relies upon communication for success - they need one person to help them communicate internally - they also need one person to help them communicate externally
Soft Skills: Conventional People Skills
communication skills: being able to actively listen and communicate your own ideas through writing and speech teamwork: being able to work well with different people interpersonal relationships: being able to build trust, express empathy, and build relationships with coworkers presentation skills: being able to verbally communicate effectively meeting management: being able to lead effective, worthwhile meetings that achieve productive results facilitation: coordinating/soliciting opinions and feedback from different groups to find the best solution sales: being able to get others to buy in to ideas, products, actions or decisions management: creating/motivating others of various skills and backgrounds leadership: being able to define and communicate ideas that inspire others to follow through with dedication mentoring or coaching: being able to provide constructive wisdom and guidance to help others further their careers
Purposes of Advertising
convincing consumers that your product/service is the best enhancing the image of a company creating needs for a product/products demonstrating new uses for products creating brand loyalty
5 Things Interviewers Look For
do you have the skills? how well will you fit into the organization? knowledge of the company; right attitude. how well you stack up vs. competition. did you seem to want the job?
Rule #3
don't bury a strong verb in a noun nouns are the bones that give a sentence its body; verbs are the muscles that make it go "a bomb explosion in Toledo tonight ..." vs. "a bomb exploded in Toledo tonight"
Rule #4
don't characterize news as good, bad, interesting, or shocking what's good for one person or group could be bad for another just tell the news and let the listener decide ... unless it is unarguably good or bad for a particular person or group Don't classify a story as "unusual", either, #ProTip. If it's usual, it most likely isn't news .
Rule #6
don't cram too much into a story - too many facts, names, numbers, etc. is overwhelming - our job is to condense the facts and give the listener not just the essence of them, but rather a highly concentrated essence -- the quintessence - less is more ... and more is a bore
Rule #2
don't give orders it's not your job to tell the audience what to do - don't day "listen to" or "watch ...", etc. - just give them the news classic: "don't touch that dial" - why? is it radioactive?
Rule #11
don't lose or fail to reach listeners - talk to your listeners, not at them - effectively compressing long stories into tight time windows is a challenge; writing is only "easy" for people who don't know how - easy writing = hard listening; hard writing = easy listening
Rule #1
don't scare listeners why would you start a story with a turnoff, like, "this is a very complicated and confusing financial story"? Don't tell the audience how baffled you are by a story. Just report it. The world doesn't want to know about the labor pains. It just wants to see the baby.
Rule #8
don't use newspaper constructions - don't identify a person with their role over separate sentences -- if you do this in TV, it's difficult for the audience to decipher if the two are the same - don't finish sentences with attributions; they should precede assertion - avoid newspaper terms, like "front page"; "in the headlines..."; "slay (instead of killed)"; "youth"; "former/latter"; "up" as a verb
Rule #7
don't write for broadcast, how you would write for print - you aren't writing an essay, a term paper, an article, or a book - you need to focus on brevity, clarity, and simplicity in broadcast - with newspapers, you can rip out an article, bookmark it, go back and reread it, etc. -- you don't have the luxury with live television - you may not have time for all of the 5 W's + How
Uses and Gratifications Theory (Ruggiero, 2000)
examines why and how people seek out specific media to satisfy specific needs unique, audience-centered approach to understanding mass communication implication that media compete with one another for attention. Mass communication professionals need to understand how to best position themselves to reach their target audiences led to research as to why we use our phones, internet, social media, etc.
Non-Profits: Finding a NPO Career
first step: knowing what type of organization you'd like to work for - professional associations - educational organizations - advocacy and political groups - environmental organizations - religious organizations - health organizations - foundations second step: finding the right type of job - 3 categories: direct service, management/administration, and research - NPOs often require their employees to be "jack-of-all-trades" - employees should be ready and willing to assist in all ways, regardless of their official job description
Interviews: Execution
get there 15 minutes early don't diss/take advantage of the receptionist be prepared to not only articulate your ability to perform on the job, but also perform it better than the other candidates listen ACTIVELY, remember the acronym, SOLER Square off Open up Lean in (make) Eye contact Relax
Soft Skills: Self-Management Skills
growth mindset: looking at challenges as opportunities to grow self-awareness: understanding what motivates, frustrates, angers, saddens, and inspires you emotion regulation: being able to manage your emotions so you can think clearly/objectively, and act accordingly self-confidence: belief in yourself and your abilities stress management: ability to stay healthy, calm, and balanced during challenging times resilience: being able to pick yourself up and try again forgiveness: toward yourself and others ... so you can move forward persistence and perseverance: being dedicated despite any challenges patience: being able to take a step back, a deep breath, and to think/act clearly and objectively perceptiveness: being able to pick up on unspoken cues and others' emotional situations
Communication and Public Administration
have to engage with multiple audiences, sometimes at the same time you have to communicate with *internal audiences*, like your employees you also have to communicate with *external audiences*, like community members, other officials, families, children, the elderly, and community organizations
Surveillance
how mass communication relays news and info to the public, and now, how we also use media to monitor people and issues important in establishing a connection between organizations and people people feel connected and informed by using online communication tools media can create awareness and keep us updated on things when situations are dangerous - media helps you keep track of various things whether it be be food, celebrities, etc.
Interpretation
how people form and express their opinions mass media set a context for new information and provide commentary about the significance and meaning of issues the media's selection of news and portrayal of issues affects how society understands and responds thus, the media's reporting can often change the mindsets of society, depending on what and how they report
Public Administration Facts and Figures
if you work at a managerial level in Public Administration, the average salary is $80,000 entry-level work requires a Bachelor's Degree managerial work requires a Masters in Public Administration Public Administration jobs are expected to *increase by 14% in the next decade * *5 states with highest P.A. employment: CA, TX, NY, IL, MA*
Tribal-Based People Skills
managing upward: proactively managing your relationships with your superiors to be positive and fruitful self-promoting: subtly promoting your skills and work results to people of influence in your workplace dealing with difficult personalities: being able to achieve results despite working with difficult people handling difficult situations: staying calm during chaos navigating office policies: understanding, as well as proactively; constructively dealing with unspoken nuances influencing/persuading: being able to influence perspectives of decisions while still allowing others to feel like they made up their own minds negotiating: understanding the other side and leveraging to reach a win-win networking: being interested and engaged in business talks
Mass Communication and Mass Media
mass media and mass communication are interdependent of one another mediated communication is technology-facilitated communication mass communication is the study of how people and entities relay info through the mass media mass media exists when people (or businesses) use media technologies (mediated communication) and mass communication to reach a large audience *main focus*: how communication can influence the behavior of others, which is key for effective business operations
Self vs. Traditional Publishing
more career opportunities within traditional publishing in 2008, there were more self-published booked than those published traditionally within one year since 2008, over 75% of all books had been self-published
Mass Communication Careers in Business: Role of Mass Communication in Business
no businesses can function without mass communication mass communication efforts establish a relationship between a business and a consumer, a market, and society at the start-up stage, it is the prime time to work with PR and advertising professionals to create a plan to reach and engage with your target publics - how are you going to get the word out??? once you've gotten off the ground, you'll want to carve out your place within the market and generate demand... - how??? -- market research and competitor's strategies -- launch and maintain a social media presence -- launch and maintain a website -- manage customer service
Cultivation Theory (Gerbner, 1998)
one of the most popular; widely used mass communication research theories argues that TV viewing can change people's perception of reality over time operates with 3 main assumptions/considerations: the medium, the audience, and the functionality of the medium on the audience television is a unique medium and shapes the way people think and relate to one another - but the effects are limited been used to study gender roles, music videos, LGBTQ issues, and children's health has primarily been studied with regard to violence on television
Non-Profits: What are NPOs?
organizations with the purpose of doing something other than making a profit often dedicated to furthering a cause or advocating for particular point of view - EX: Susan G. Komen Foundation for Breast Cancer Research what constitutes an NPO is very diverse in scope NPOs are tax exempt for 2 primary reasons: 1) charitable giving 2) civic organizations many NPOs operate using a "double-bottom line" which explains that a majority of the funds raised will go to the cause, but the organization will also use a portion of it to ensure sustainability - 75% may go to research, events, etc.; 25% go to workers NPOs have no "owners", instead they have a Board of Directors estimated over 90% of NPOs today, existed since 1950s charitable NPOs saw surges in volunteerism after wars political NPOs became more mainstream after Barry Goldwater's defeat in 1964 history of charitable NPOs is much more unknown
Publishing
publishing's existence is rooted in 3 things: *writing, paper, and printing* BUT ... social development and the spread of literacy has made the publishing industry such a lucrative one
Publishing: What is it?
publishing's existence is rooted in 3 things: writing, paper, and printing BUT ... social development and the spread of literacy has made the publishing industry such a lucrative one
Observation
researchers engage their senses to examine people in their natural settings a *preliminary method* (also called foundational) to gather a starting point for future research; is best utilized for answering the "how" or the "what" questions out of the gate for us to research things, we must first notice them, and to notice them, we must first actively observe them can occur with participants, audio, or video recordings, but regardless, the researchers should be taking field notes with a preliminary analysis
3 Trends of Mass Communication in Society
social media - 3 billion Internet users; 2 billion social media users - 91% of retail brands are on social media - 80% of all businesses have a social media team - SM has also enabled & furthered activism; has allowed us to bypass gatekeeping; is revolutionizing the use of things, like video; and... social media use is leading to us subscribing to more digital means of getting our news TV still leads, but digital media is a close second even traditional means are incorporating social and other digital content, like podcasts mobile communication - not only in regards to how we communicate, but also with regard to *how we consume news/info*
*publishing* defined
the dissemination of information for sale NOT just book-related. Technological advances have expanded the field ... information has been made available to the public through things such as literature and music
TV Market Info
the top TV market in the State of Florida is Tampa/St. Petersburg (Sarasota), at #12, with 1,800,600 TV homes. the company who provides this data is The Nielsen Company The Nielson Company provides 4 "report cards" to networks in the calendar year, in: February, May, July, and November - note: individuals at TV networks can track their ratings in real time via the overnight ratings
Soft Skills: in general
these are what set candidates apart from others while you might not see the importance of them straight away, committing to developing them over time is a good way to boost your chances to be successful in job applications, the cover letter is an ideal time to put your soft skills on display - since hard skills take center stage on a typical resume
Mentoring
they don't just show up in your life - you have to seek them out, within reason these mentoring relationships should happen naturally/organically a mentor should be someone who makes sense in your industry and career trajectory; it should be someone who you already know and are comfortable with *give back, BE a mentor too*
Interviews: Follow-Up
they will usually give you a time frame for a decision afterwards, thank them for their time by sending a note send an email if you think it's more appropriate, or if you have a doctor script give a grace period if they don't stick to the time window (a few days to a week) send one to the receptionist too send a thankyou note if they decline you too
Public Administration: Background Info
we describe the people who dedicates their careers to working in public administration, as *public servants* - this includes military, police, infrastructure, public transportation, public education, and elected officials Public Administration jobs are largely within the public sector, although they do dabble in private sector analysis private sector businesses are those that aim to earn a profit, and are NOT under direct control by the government
Entertainment
we often turn to media outlets when we want to relax, or escape our everyday life media can help us experience things we would ordinarily not be able to experience we can use mediated forms of communication for a lot of different things, including ... playing games, communicating with other people, forming and maintaining relationships, and relieving stress
About the Industry: TV
when it comes to television, the US is divided up into TV markets these TV markets are called *designated market areas (DMAs)*, and are ranked by the number of TV homes in that metropolitan area. there are currently 210 TV markets, or DMAs, in the United States today.
Mass Communication Careers in Business: Mass Communication in General Business Operations
why might you need mass communication on a more general basis? - to announce a change in ownership/management - to announce a change of your business' location(s) - to announce a change of your business' name - to announce your sales and product changes - to help people form public opinions
Rapport vs. Report Talk
women typically engage in rapport talk; they self-disclose and connect emotionally, very quickly; they are typically able to develop closeness in an expedient manner men typically engage in report talk; they don't do the whole emotional/self-disclosure thing nearly as well; in their case, they compete/show off/prove how worthy they are
