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96 Cards in this Set
- Front
- Back
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Spin
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a filter through which specialist can transform information that is often negative or vague to create a more positive impression. All sides od a controversy can generate their own spin creating a many-headed monster
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Inverted pyramid
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presents information from the most important to the to the least important
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No comment
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is a position that means that the source has nothing to say at the moment
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Going off the record
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means that a news source is going to say something that is not for publication or airing
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blogosphere
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is a battlefield of opinion about everything from breaking news and contoversies to politics and sports debates
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Fact sheet
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a useful tool for both the PR practioner and the media. It gives reporters and editors a snapshot of an organazation, event, product, brand or political candidate
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Backgrounder
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provides objective historical information and insights concerning a topic. It can save reporters, business owners, etc. hours of research
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News releases
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announce new products job hires and layoffs, policies and meetings
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quotations
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in a news release will be the most useful to the media outlets if they relay pertinent information ans insightful explanations or observations
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crisis plan
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helps organazations ans employers to plan for unexpected circumstances so that they can handle the mountain of tasks involved in providing information to the public quickly, efficiently, and accurately
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Freee media
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media exposure that cost virtually nothing, but is also content over which there is no control
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reporters provide coverage that reflect
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various points of view
fairness balance truth |
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Media consumers
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value the independence of journalsits and regard news content as more credible than advertising
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media relations specialists
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marry the clients interest with the news judgement of the media outlets
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Freee media
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media exposure that cost virtually nothing, but is also content over which there is no control
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Major print media include
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Daily newspapers
Weekly newspapers Alternative newspapers Magazines Trade publications newsletters books |
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Daily newspaper
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reaches a general audience
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Media specialist must understand 2 primary questions
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WHAT IS NEWS
and What news angles will meet the news objectives of my client |
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Dailies
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focuses on events that have occuresd since the last press run, the day before
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Beats
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certain areas of coverage assigned to reporters
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Magazines
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General interest and niche magazines are generally glossy and published less frequently
Have long lead times They need content much further in advance than dailies do |
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Trade publications
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Have target audiences
Ex. Bartender magazine Beverage retailer Pizza today |
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Trade journals
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are important because they are a reference source for mainstream media
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Books
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All presidential canidates will publish a book, as well as tv celebrities or corporate excutives trying to build there brand!
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Position paper
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reserarch paper that educates or persuades the reader
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Daily briefing
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Type of a backgrounder that keeps the reader up to date on important current events
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Media briefing
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an efficient way to summarize the newsq
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Created problem solving
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Mess finding
Data finding problem finding idea finding solution finding acceptance finding |
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A good backgrounder
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can help with the first three steps of created problem solving
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Format news releases
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WHITE 81/2in X 11in paper
Contact in upper left of page Idicate for immediate release or a release date Double space 1-1/2in margins Indicate "more" at the bottom of page if more than one page |
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Format news releases cont.
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Use a slug line at the top left of each subsequent page
Use a compelling title Write a inverted pyramid style 1st par. is the lead par. and must contain key facts Put either "-30- or ###" at the end of the story |
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Localize
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when writing a news release, find a local angle and put it in the lead paragraph
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Boilerplate paragraph
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contain info about the history, purpose, and performance of a company or org., Its a general statement about a company
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Trend stories
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identifys activities or condcut that is increasing in frequency and intensity
Ex. more and more ppl are filing their taxes online |
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New product
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Public wants to know something unusual about the product.
What it will replace what is unusual about it |
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Speeches
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Avg rate is 150 words per minute. The best speeches are those that are most memorable.
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Writing a successful speech
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It is informative, persuasive, entertaining. Overall the speech maker must practice being a good storyteller
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Writing a successful speech cont.
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Identify 3 points for the audience to remember and and build the speech around them, using humor , statistics, and impassioned phrasing to inform, entertain and inspire an audience
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Headlines
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Every headline should contain a verb
Good headline Ex. Golden arches offer shelter in storm Bad headline Ex Farmer bill dies in house |
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AP style
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Allows the capitalazation of titles before the name but not after
Ex. "Executive Vice President Jane Doe or Jane Do, executive vice president |
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AP style
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Do not use comprise and composed interchangeably
Ex. Nine players comprise a baseball team Ex. A baseball player is composed of nine players |
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AP style
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Proper usage of Farther and Furthe
Farther deals with physical distance Further deals with the extension of time or degree Ex. The student court will look further into the matter Ex. My car is parked farther away than yours |
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Be specific
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Use a statement of fact rather than an opinion
Bad Ex. Bob smith has a long and impressive track record on the field of PR Good Ex. Bob smith has worked in PR for more than 20 yrs, handling accounts for more than a dozen fortune 500 companies |
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Using Numbers
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Good Ex, Mary took seven days off
Good Ex. mary took 12 days off Spell out #s 0-9 |
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Using commas
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Bad EX. Bob, bill, and mary went downtown
Good Ex. Bob, Bill and mary went downtonw |
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Using titles
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Do not use courtesy titles in journalistic writing
Bad EX. The city councel selected Mr. Bob smith as the new mayor Good Ex. The city council selected Dr. Bob Smith as the new mayor |
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Rules of thumb for readability of news releases
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Avg word length. 5 characters or less
Sentence length 17 words or less Paragraphs 2 to 3 sentences Passive voice 5 percent or less 9th grade reading level or less |
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Writing an emai;l
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Determine what the email is suppose to accomplish
Get to the point Write clearly Keep sentences short Make sure to respond to the email even just to confirm the message was recieved |
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Watch redundancies over and over and over again
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Bad Good
Advance Advance warning Funeral Funeral Service |
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Ease away from ese
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Do not use words such as "impact" as a verb
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Use clear simple words
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Bad- aquatic facility
Good- swimming pool Bad- Really unique Good- unique |
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Keep you eyes on the "ize"
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Do not covert nouns is to verbs
Ex. priorities into prioritize |
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Email subject line
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DO NOT: use symbols, a string of numerals, or capital letters.
DO: add your initials at the end of the heading Ex. Why the cowboys will win/at. |
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"From field"
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Make sure the from field shows a name that is credible and recognizeable
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Disclaimer paragraph
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put readers on notice that a message is strictly for and excusively for them and that the sender prohibits forwarding the message
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Final email checklist
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Short sentences?
Avoid stringing long sentences together? Is your writing concise? wordy? Are there wasted words? ETC. |
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Watch redundancies over and over and over again
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Bad Good
Advance Advance warning Funeral Funeral Service |
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Ease away from ese
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Do not use words such as "impact" as a verb
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Use clear simple words
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Bad- aquatic facility
Good- swimming pool Bad- Really unique Good- unique |
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Keep you eyes on the "ize"
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Do not covert nouns is to verbs
Ex. priorities into prioritize |
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Email subject line
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DO NOT: use symbols, a string of numerals, or capital letters.
DO: add your initials at the end of the heading Ex. Why the cowboys will win/at. |
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"From field"
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Make sure the from field shows a name that is credible and recognizeable
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Disclaimer paragraph
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put readers on notice that a message is strictly for and excusively for them and that the sender prohibits forwarding the message
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Final email checklist
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Short sentences?
Avoid stringing long sentences together? Is your writing concise? wordy? Are there wasted words? ETC. |
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Creating collateral
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PR proffesionals can print newsletters, brochures, fliers and other collaterall material to hand out at trade shows, conferences or meetings
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Stages of layout
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Thumbnail to a rough layout to a comprehensive and a mechanical
A mechanical is called camera ready or ready to take to the printer |
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Visual language
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The size of a headline and its position on a page indicates the importance of the story
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Text size
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Larger bold headlines indicate something is important
POINTS define the size of a headline An inch = 72 points Font in the paragraphs are usually 10 to 12 point size Agate is a small as 6 points |
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Text size cont.
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Point size measurements move from the top of the ascending part of the character to the bottom og the descending part of the character
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Pica
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Measurement used to define the width of columns, page or the size of a photo
A pica = 12pts or 1/6in 6 picas = 72pts or 1in |
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Readability
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relates to how easily one can read a large amount of text in a document or online
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Reverse type
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white type on black, gray ore colored background
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legibility
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relates to the ease with which one can read and quickly understand a small amount of text
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Leading
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the space between the lines.
Allowing more leading can create easy to read displays News column is typically 12 point type over 13 point leading or 12 over 13 |
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Kerning
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is the space between the letters, or character spacing.
Expanding kerning can create an attractive visual You do not want to much or too little kerning |
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Serifs
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the pointed tails or strokes that finish a letter
Strokes are either ascenders or descenders Times and Garamond are serifs Used for body |
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Sans serifs
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fonts with out serifs
Ex. Arial or Helvetica Used for cutlines aka captions |
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Reversing
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Tinted box should be 10 percent screent
Anything with 70percent screen or more will require reversed text |
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White Space
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The use of an image and acouple words like "got milk"
A way of drawing the eye to a particular element |
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Bleed
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an image that goes to the edge of the page or a page without margins
Bleeds are common in magazines, and require using and trimming a larger sheet of paper and are more costly |
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Readouts
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also called "pull quotes" and are used to add emphasis to a significant point or colorful quote in an article or to fill space and break the gray
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Elements of publications
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Headlines, subheads, body copy, charts, graphs, cutlines and readouts
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Lines only
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run a photograph without a story, it has a short headline and a longer caption
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Vertical Design
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appear dominated by one or two elements ina multicolumn format. Guides the eye from the top to the bottom of the page
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Horizontal design
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appear dominated by multicolumn elements that extend beyon half of the pages width, often the full width of the page.
Readers eye will move from left to right |
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Modulat design
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Combines horizontal and vertical elements in a format that squares elements off with other elements on a page such as a photograph, boxed item or advertisement
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Open design
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may have only one large impressive photograph , a large headline and text
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Balance
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visual or optical weight of elements on a page
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Formal balance
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the left and right sides of the page are almost mirror images of one another
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Informal balance
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when a page contains an uneven disrtibution of elements.
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Contrast
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relationship of elements on the page in terms of size, shape, tone, texture, direction, abd color.
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Flow or movement
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z format flow of layout in newspapers or backwards 6
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Two types of color printing
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spot color- allows a layout to include black and one ore more colors
and process colot (four-color) |
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Pantone
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palette of colors used for spot color
PMS - Pantone Matching System |
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Process Color
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uses a combination of 4 colors- cyan, magenta, yellow and black sometimes called CMYK
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TEXT
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is a design element
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