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47 Cards in this Set
- Front
- Back
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What are the four purposes of advertising?
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1. Inform
2. Persuade 3. Capture Attention 4. Create Good Will |
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What are the functions of advertising?
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Building awareness of products and brands
Creating a brand image Providing product & brand information Persuasion Provides incentives to take action Provides brand reminders Reinforces past purchases and brand experiences |
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What terms do most people search for?
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Nouns more than verbs and adjectives
Prominence is the key in SEO |
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What are the three phases of a Pitch?
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Researching the publication or broadcast show
Writing the letter or making the call Follow-up |
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What are the 6 elements of a Pitch Letter?
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1.Provide enough facts to support a full story
2. Appeal to an angle of interest for the readers of that specific publication 3. Offer the possibility of alternative angles 4. Offer to supply or help secure all needed statistics, quotes, interviews with credible sources, arrangement for photos, video opportunities for TV, etc. 5. Provide an indication of authority or credibility 6. Offer to call the editor soon to get a decision |
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What are the basic components of a Media Kit?
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Provide enough facts to support a full story
Appeal to an angle of interest for the readers of that specific publication Offer the possibility of alternative angles Offer to supply or help secure all needed statistics, quotes, interviews with credible sources, arrangement for photos, video opportunities for TV, etc. Provide an indication of authority or credibility Offer to call the editor soon to get a decision Brochures New media such as video footage, interactive graphics |
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Fact Sheet
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- 5 W's and H's
- list of facts about the story - outline form -edited and based on solid research |
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Backgrounders
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- summary of pertinent facts about the subject
- more in depth than the fact sheet -written in narrative format -uncontrolled form of media |
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What is the Immediate Crisis?
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happen suddenly and unexpectedly so that there is little or no time for research and planning.
Examples: plane crash, death of a key officer, |
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What is the emerging crisis?
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erupt suddenly after brewing for long periods of time. Allows more time for research and planning.
Examples: low employee morale, sexual harassment in the workplace, substance abuse on the job |
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What is a Sustained Crisis?
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persists for months or even years despite the best efforts of management.
Examples: rumors of company downsizing, use of foreign sweatshop labor |
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What is the RACE Formula?
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Research
Action Communication Evaluation |
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What is integrated marketing communication?
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practice of unifying all marketing communication tools so they send a consistent, persuasive message promoting company goals.
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What is fair comment and criticism?
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- opinion and editorializing. Defense for the Media in Libel Cases. Protects reviews of books, plays, editorial columns
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What is a newspaper morgue?
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refers to archives, place where old stories are kept for research
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Can business letters be creative?
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Yes, they can use personal pronouns and be creative
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Difference between private and public figures in media law
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Public - receive less protection in libel cases
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What did the NY Times v. Sullivan case do?
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Established constitutional test for public officials
must prove actual malice Act Malice is extended to public figures |
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What is voluntary public figure?
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running for public office
thurst themselves into the limelight |
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What is a involuntary public figure?
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not a persons choice
crime |
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What are the defenses in not being convicted of being libel?
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if it is the truth
if you have qualified privilege if it is fair comment and criticism |
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What is the sullivan or constitutional test?
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public figures must prove actual malice
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What does a private person actually prove?
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Negligence- Established constitutional test for public officials
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What are the 4 types of invasion of privacy?
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-not a firm const. law
-PAIL -Public Disclosure of Private Facts -Appropriation - Intrusion -False Light |
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What is the public disclosure of private facts?
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when some medium of communication disseminates personal information that the individual involved did not want made public. It’s true information. If it’s obtained from a public record, you have a strong defense.
Example – Tennis great Arthur Ashe |
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What is appropriation?
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unauthorized use of one person’s name or likeness to benefit another.
Example: Carson vs. Johnny Portable Toilets, Michigan |
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What is intrusion?
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extension of the law of trespass. Examples: eavesdropping, harassing someone and trespassing on private property. Also, telephoto lens, listening behind doors and using any device to enhance what the unaided eye can see or the unaided ear can hear on private property.
Example: ABC’s Prime Time Live - Food Lion grocery stores |
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What is false light?
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extension of the law of trespass. Examples: eavesdropping, harassing someone and trespassing on private property. Also, telephoto lens, listening behind doors and using any device to enhance what the unaided eye can see or the unaided ear can hear on private property.
Example: ABC’s Prime Time Live - Food Lion grocery stores |
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Why do you use attributions?
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Protect you from lawsuits
Improves your credibility Lets the audience know your source – who said what or provided the information " My name is bob"- John said -place the name of the person after the name and than put said |
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How many sources do you need for a interview?
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3
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How should interviews be conducted?
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in person or on the phone not email
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What does on the record mean?
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a source agrees to be interviewed for a story and agrees to be identified as the source
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What is a summary lead?
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summaries the major points of the story. Usually includes some elements of the 5 W’s + H, but not all in the first sentence. Save some facts for later paragraphs in the story.
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What is the second day/follow up lead?
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moves the story to the next step. Stress what will happen today even if there is no new information
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What is a impact lead?
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explains how readers or viewers will be affected by an issue.
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What is a anecdotal or narrative lead?
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tell a story and have a plot
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What is a descriptive lead?
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adds emotion or a human element to a story.
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Question and Quote leads should be used sparingly
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See other side
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What is a plop a person lead?
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misuse of the focus on a person lead. When the writer features a person in the lead and then doesn’t back it up in the rest of the story. After the lead, the person disappears
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What is a suitcase lead?
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when you pack everything (too much) into the lead – cluttered
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Difference with Timeliness
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when you pack everything (too much) into the lead – cluttered
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Differences with Style
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Hard News usually requires a summary lead and inverted pyramid style of writing. Features use several styles of leads and more of a narrative or story-telling format.
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What are the similarities between print and broadcast writing?
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-use same news values
-broadcast - more timelessness -short clear sentences -use active voice and simple language |
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What are differences in print and broadcast news writing?
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-Video is critical for TV news
- both radio and tv use sound bites -should match or compliment the video |
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What is the difference between among and between?
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Among- more than 2 items
Between - used with two items |
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What are the two strongest words in English?
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nouns and verbs
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What is the difference between over and more?
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more- used when referring to numbers
over- used to refer to spatial relationships |
