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33 Cards in this Set
- Front
- Back
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Colonial period/press
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Journalist are committed to seeking the TRUTH no matter who is offended
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Partisan Period
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Government should keep its hands off the press
series of essays printed and reprinted in papers throughout the nation |
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Penny Period
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Papers cost a penny. Made it cheaper for people to read.
MORE DETAIL |
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Yellow Period
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Goal: to sell more copies
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News Hole
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Space available for news after the ads have been put in
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Journalistic Bias
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Most journalist work hard to avoid bias or even the appearance of bias
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Gatekeeper
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Anyone who works in news and makes news decision.
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Why did network Chet Huntly say "News is what I say it is?"
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He is referring to himself as a gatekeeper
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What is "agenda setting" in news
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News doesn't tell you what to think, but it tells you what to think ABOUT
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Why is news said to be "relative" or influenced by the audience?
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What makes front page news varies by location
Biggest TV news story may not be the biggest print story It's also relative to the individual Depending on the demographic, different things may be covered first |
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Factors that influence news coverage.
Examples from the Paper |
News hole - how much space is left for the news
News flow - the amount of news there is to cover Staffing - the number of workers employed and working at the time dictates how much a paper will be able to do Audience expectations Competition The Paper News meeting happens twice a day at most newspaper - very busy meetings. News is a fast business: deadlines, pressure-cooker environment |
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Name and recognize examples of the seven news values
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Timeliness
News is current - just happened or is about to happen Proximity you'll hear it more if it happens nearby national/international stories are bigger when they can be localized ex. traffic in Nashville won't matter for people not in TN Prominence bigger names make bigger news ex. president killed a fly Currency news will change overtime. what's important today, won't be important tomorrow hot topics make news, but this varies overtime ex. what people are talking about today? opening day of baseball season and what's going on in Japan Bizarre out of the ordinary makes news ex. IHOP ex, man bites dog Impact the more people affected, the bigger the story ultimate impact = weather Conflict conflict creates drama bad news gets attention most popular conflict = sports |
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Factors influencing work in television news from the movie clip Broadcast News.
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Packages of visuals and sounds
Fast pace The view you are seeing are constantly changing We have a small attention span Higher pressure poster on wall - "if you can't stand the heat, get out of the kitchen" if you miss deadline, lose your job immediate gratification satisfaction factor must be ready by a certain time. pure satisfaction when she got it in on time. |
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Citizen Journalist
Drudge Report |
Citizen Journal: any ordinary person who reports news - started bc of bloggers
Drudge Report - untrained journalist breaks big story |
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Crisis communication and publicity are just a very narrow segment of PR
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PR manage relations between ORGANIZATIONS and its publics.
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PR is a management function.
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PR always involved professional planning and communicating to manage relationship
Leading they have to advise those making decisions Organizing Planning Controlling Someone should be at management level. If not red flag for effectiveness. |
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That effective PR is a "two-way" communication
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Send and receive messages
Best communication is a two-way symmetrical communication |
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That PR tactics are planned and undertaken by professionals
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(RACE)
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Definition of PR
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Simple Definition: they manage relationship
Detailed Definition: the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends |
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What are publics and why is the word plural?
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Publics are people that influence that organization.
Always plural because PR can't plan for one big audience. they plan for many smaller ones - stakeholders Ex. Internal: Students, faculty, staff External: Potential students, alumni, donors, etc |
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PR is practiced in 3 settings
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Public: job in PR paid for with taxpayers money - gvt funded
Private: business or private organizations Non Profit: funded by donations |
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What is PR tactic?
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Tactic: any communication method used in PR
can be oral, electronic, written |
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Ivy Lee
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Changed the image of Robber Barons (who changed the train) from "the public be dammed" to "real people"
believed in openness and transparency |
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Edward Bernays
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Used research and planning in PR
Father of modern PR |
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What is PRSA and why does it matter?
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Public Relations Society of America
Promotes professional standards Maintains a code of ethics Offers accreditation - APR (Accredited PR) |
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Why does an understanding of news writing and a news deadline help a PR practitioner?
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Performance: public practitioners communicate through writing
They have a duty to the public Advocate for public within their organization Try to strike a balance between the organizations needs and the publics needs |
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Why is a writing background essential for success in PR
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to communicate effectively verbally and through writing
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What is a publicist and how does that relate to PR?
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Publicist focus on managing publicity only (a very small part of PR)
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Why is advertising so prevalent?
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1. It's relatively cheap compared to other forms of selling
2. It generally works |
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Why is advertising so important?
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Provides thousands of job
Informs consumers Keeps the economy going because advertising promotes spending Keeps mass media viable Mass media can exist bc of advertising - advertising is what pays the bills Advertising can exist bc of mass media - media is the place for ads to advertise. |
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What factors determine the price paid for an advertisement?
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Size/length
Longer = more expensive mode times you run = cheaper Placement Back pages > expensive than middle 1st commercials = more expensive Audience size Generally pay more for a larger audience |
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What is an ad agency? How does an agency make money?
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Advertisers pay agency 100% of cost of running ads
Medium charges agency 85% of cost of running the ads Agency pockets the difference Agency jobs: Creative: doing the graphic part Liaison: go back and forth between agency and client - find out what they want Buying: negotiate, make deal, actually place ad within media Research: after the campaign, go out and evaluate effectiveness. A lot of research must be done to ensure you're getting the most bang for your buck. |
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What is a PSA? Who can use them?
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Public Service Announcement
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