exam 2
Journalism 435 with Guth at University of Kansas
About this deck
By: Anonymous
Textbook:
Strategic Writing: Multimedia Writing for Public Relations, Advertising and More (2nd Edition)
Created: 2010-05-04
Size: 50 flashcards
Views: 37
Textbook:
Strategic Writing: Multimedia Writing for Public Relations, Advertising and More (2nd Edition)Created: 2010-05-04
Size: 50 flashcards
Views: 37
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“I have used this website for three exams, and I see a huge difference in my test results.”
Naj
Naj
Sign up (free) to study this.
Profile/Feature Stories (Novak)
- Identify Authoritative Source/Request Interview
- Do your Research
- Identify GOALS
- Acronym GOAL identifies key elements needed in a profile story
- Types of questions
Descriptions are critical
- Work or life environment (cluttered papers/drawings on the wall)
- Appearance/dress
- Mannerisms
- Smells, sounds and textures
- Dress Appropriately
- Arrive on Time and Prepared
- Ready to think on your feet
- A good story is fair, accurate and complete
- Includes a revelation or insight not commonly known
Acronym GOAL identifies key elements needed in a profile story
- Goals ? what do they want
- Obstacles ? how did they get there
- Achievements ? what matters to them
- Logistics ? the ?how,? the path
Types of questions
- Memory: the who, what, when, where
- Analysis: why, how (provide depth)
- Divergence: what if
- Evaluative: what do you think
Preparing for an interview involves
- Identifying the source
- Doing research before the interview
- Identify your goals for the interview (what information are you seeking?).
- ** Pointers
- Quotes (Utsler)
- -- Said ? Print / Says ? Broadcast
- Visual Storytelling (Williams)
Memory
the who, what, when, where
Analysis
why, how (provide depth)
** Pointers
- Identify yourself, state ?on the record?
- Make personal connection
- Review with them/ slow down
- Call back information
- Ask subject to recommend other sources
- Ask if they want to add anything
- Clarification/Description
-- Said ? Print / Says ? Broadcast
- Are part of a longer process; a discussion with the person being interviewed to draw out unique information
- Are something only that one person would say
- Are feelings, emotions and opinions
- Are not statistics, facts and data
- Reinforce ideas rather than start a new thought
- Shorter is Better
- Used to reinforce an idea, rather than create (Tell me, then Show me)
Quotes (Utsler)
--- Said ? Print / Says ? Broadcast
Podcasting (Walch, Podcast 411)
- *Know and Understand your audience (Starbucks?Spitting cast)
- Consumed at listener?s convenience, when and where they want
- Live listenership is low
- 200 downloads for every one live listener
- Low cost solution for distributing
- ROI?Return on Influence
EIEIO
? represents these key elements of visual journalism/storytelling
Emphasis
? clear readable reason for that visual
Information
? the visual has information; is worth the effort
Emotion
? help the consumer relate/remember
Interaction
-- cause/give the reader an opportunity interact = spending more time
Options
? can you do something other than what you?ve done before/unique or diff.
Communicator-Reporters (Gentry)
- Short, focused writing with graphics/visuals rather than long narratives
- Examples: shareholder letters, annual reports
- New trend includes a published Q&A rather than formal letter
Audit its online footprint/ Immunization
- Employees, former employees, vendors, clients
- Establish social media guidelines for employees (a right to manage its reputation)
- Trademark company name?Illegal to mess with
- Use Disclaimer? ?The views on ___ do not represent ____?
EX> Dominoes took too long to 1. Respond 2. Realize what was going on
- *Not ?if? But ?when?
- *Viral Negativity affects more than just customers ? employees/ family/ etc.
Purpose
- Propose/describe a plan
- Sell your ideas
- Create a favorable first impression
Examples
shareholder letters, annual reports
Audience : decision makers (boss, client, agency)
- Primary audience ? decision makers
- Special ? either primary or intervening; have an organized structure
Primary audience ? decision makers
Intervening audiences ? influencers
Media
- Primarily paper
- Accompanied by multi-media elements
Resource Dependency Theory ?Dependant on one another
- Not self-sufficient
- Each Party relies on the goodwill and/or resources of the other
Audience
decision makers (boss, client, agency)
Goals-
Where you want to go
Objectives
- Strategy for getting there
Tactics-
Specific actions to accomplish strategies
Resource Dependency Theory
?Dependant on one another
Control mutuality
- power we have to influence one another
Trust
- based on integrity, dependability and competence
Satisfaction
- benefits of a relationship outweigh the costs
Commitment
- the degree to which the relationship is worth maintaining
? Bad News?
- Deliver news the recipient doesn?t want to hear
- Provides reasons for your decision
- Designed to keep door open
Exchange relationship
- you scratch my back and I?ll scratch yours
Communal relationship
- we provide each other benefits because we care for one another and expect nothing in return
The five parts of a bad news business letter
- Courteous, but neutral open
- Explains the reasons for the bad news (why saying no?)
- Deliver bad news
- End with something neutral/positive
- Close positively/neutrally (don?t repeat bad news or make false promises)
Guidelines
- Avoid you, your, I and we (focus on situation)
- Be concise, but NOT rude
- Don?t let your feelings get in your way
- Don?t discredit your organization
- Avoid stock phrases ?I regret to inform you?
The Big Idea (Arlo Oviatt, Bernstein-Rein)
*GOAL** Make Ads Viral ( Pedigree Spot ) & have Consumer Interaction ( Angus Burger Billboard )
The ?New? Definition of ? the Big Idea ? ? The media is the message more than ever ? people expect the brand experience in a manner that is functional.
- This involves collaboration between those who select the media and those who create the message.
? 3 Screens?
- Television
- Computer
- Mobile
- The strategic platform (SMP) always accompanies the Big Idea.
- Advertising needs to move from Campaigns ? Platforms = User Based Functionality
- * Ex. App. To book Southwest flight ? based around user experience
Ex.
App.
Rewrites (Ward)
- The purpose for rewriting is to obtain clarity ? to say exactly what we mean.
- Things we look for: unintended meanings, tightening, silly errors
Alpha + Utility + Ubiquity = Success (Obama = Marketer of the year)
- Alpha
- Utility
- Ubiquity
Alpha
Public Profiles as Personal Brand
Utility
Facilitation Connections and Activism (BarackTV) Portable Contents and Widgets
Ubiquity
You Tube channel/ Face book
About this deck
By: Anonymous
Textbook: Strategic Writing: Multimedia Writing for Public Relations, Advertising and More (2nd Edition)
Created: 2010-05-04
Size: 50 flashcards
Views: 37
Textbook:
Strategic Writing: Multimedia Writing for Public Relations, Advertising and More (2nd Edition)Created: 2010-05-04
Size: 50 flashcards
Views: 37
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“I have used this website for three exams, and I see a huge difference in my test results.”
Naj
Naj