Audiences: Getting their attention JMC 2033: Writing for Mass Media QUIZ INSTRUCTIONS ¡??NO SCANTRON TODAY ¡??Print your name AND LAB NUMBER on test form ¡??You will get graded quiz back in lab next week. Announcements ¡??Quiz 3 (Thursday) is over news as reported on the NewsOK.com website. ¡??If you come late, you MUST move into assigned seat after quiz or you will be counted absent ¡??Gaylord College scholarships. Instructions in Gaylord Extra. Last year: $150,000+ awarded. Deadline: Feb. 1 ¡??FOI-Oklahoma essay contest: Details on D2L. Announcements, cont?d ¡??PRSSA meeting: 6 p.m. Tuesday, Lindsey & Asp ¡??The Oklahoma Daily will hold an open house from 6-7 p.m. Friday in 160 Copeland Hall. ¡??First event extra-credit opportunity: ¡??From Classroom to Corner Office: How to Get There ¡??7:30 p.m. Wednesday ¡??This auditorium ¡??Attend and write a short (250-300 word) summary. ¡??Due Thursday in lecture. ¡??Jocelyn? Audience characteristics Print audiences Newspapers: ¡??Relatively homogeneous ¡??Highly involved/engaged ¡??Expect greater detail, background Specialty publications: ¡?? More narrowly defined ¡?? Seek particular information ¡?? Expect greater detail, background Angle/focus depends on particular audience Audience determines angle? Arkansas Democrat-Gazette: After selling cigarettes for 34 years, Target has kicked the habit. The 714-store national chain has stopped ordering cigarettes and said all packs and cartons will be off its shelves by the end of September. Audience determines angle? Discount Store News: Target cast its recent decision to snuff out smokes as purely a business move rather than an ethical consideration. Low profit margins, high theft and expensive-to-implement ordinances to control sales to minors make cigarette retailing less than lucrative. Broadcast audiences Characteristic: ¡??More passive ¡??Less focused attention ¡??Less involved in current events ¡??Seek entertainment and relaxation too Response: ¡??Attention-grabbing tactics ¡?? Incorporate human interest angle For the TV audience: Throughout the country today ? at some 700 locations nationwide ? Target Stores are pulling cigarettes from the shelves. They are returning them to distributors. It?s a matter of policy. Not public policy ? just ?Target? policy. They are selling cigarettes ? no more. (Goes to interview with a Target manager) Online audiences ¡??Highly motivated ¡??Expect immediacy ¡??Seek depth, detail ¡??Follow information ? not medium ¡??Want to talk back For the online audience: ¡??Targets snuffs cigarette sales. ¡??Retail giant will no longer distribute tobacco products. ¡??Corporate leaders say profits ? not health ? were the motive. ¡??Current inventory will be sold ? then no more. Public relations audiences ¡???Publics? ¡??Both internal and external ¡??Messages are tailored for each For external audience ¡??Goal: establish/maintain relationships ¡??With news media ¡??seek to interest editors/reporters by ¡??Focusing on the news ¡??Writing it like a news story Press release example MALL OF AMERICA TO IMPLEMENT PARENTAL ESCORT POLICY BLOOMINGTON, MINN. ? Mall of America will implement a Parental Escort Policy effective October 4 to reduce the growing number of unsupervised youth at the Mall on weekend nights. PR letter August 20 Dear Community Youth Leader, In the last few years, Mall of America has been increasingly challenged by the growing number of unsupervised youth in the mall on Friday and Saturday evenings. While many of the kids who come to the mall behave and respect the rules, there is a percentage within this group that is loud, abusive, harassing and intimidating? For internal audiences ¡??Newsletters ¡??Informational materials ¡??Letter soliciting feedback Advertising audiences ¡??Effectiveness depends on thorough knowledge of target audience Audience research Demographics: ¡??Race ¡??Gender ¡??Age Psychographics: ¡??Lifestyles ¡??Attitudes ¡??Values How can I serve you? ¡??Media writing is a service occupation. ¡??We serve our audiences. Audience and taste: ¡??Audience determines usage: ¡??Profanity ¡??Technical jargon ¡??Slang ¡??Vocabulary (but most media writing at 8th grade level) Changing audience The people formerly known as the audience are those who were on the receiving end of a media system that ran one way, in a broadcasting pattern?. who today are not in a situation like that at all. --media scholar Jay Rosen Today?s audiences ¡??Blog ¡??Podcast ¡??Shoot, edit and distribute video ¡??Create their own front pages ¡??The users are now in control. To get their attention: ¡??Headlines: Most-read type in print pubs ¡??Cutlines: Most-read body type in print pubs ¡??Reader?s first impression A headline?s job: ¡??Grab attention ¡??Impart information ¡??Drive reader into text 8 headline types: The Copywriter?s Handbook by Bob Bly 1.? News: ¡?? Boren proposes tobacco ban 2.? Direct: ¡?? Pure silk blouses 30 percent off 3.? Indirect ¡?? (Word play) Fresh bait works best 4.? How-to ¡?? How to remove stubborn carpet stains 8 headline types, cont?d 5.? Question ¡?? Who wants to be a millionaire? 6.? Command ¡?? Put a tiger in your tank 7.? Reason why ¡?? 8 ways to build blog traffic 8.? Testimonial ¡?? Michael Jordan wears Nike shoes How to write a news headline ¡??Read article. ¡??Summarize in one sentence A 5-year-old boy killed his sister with his father?s gun. ¡??Eliminate articles and end punctuation 5-year-old boy killed sister with father?s gun ¡??Put verb in present tense 5-year-old boy kills sister with father?s gun ¡??Knock out words to make it fit 5-year-old kills sister with father?s gun Jane Harrigan:?The Editorial Eye? How to write a cutline ¡?? Study cropped photo. How to write a cutline: 1. Study cropped photo Now you see him?. Now you don?t. How to write a cutline, cont?d ¡?? Write a complete sentence describing what photo shows. ¡?? Present tense ¡?? ID anyone clearly visible ¡?? Check spellings of all names ¡?? Do NOT omit articles as you do with headlines ? write complete sentences. ¡?? Write a second sentence to provide additional information. ¡?? Natural tense Judy Gibbs Robinson
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