Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
24 Cards in this Set
- Front
- Back
|
what are the fundamentals of writing?
|
discussing public relations writing in general and news releases in particular, reviewing writing for reading, and discussing writing for listening
|
|
|
to be effective, writing for the eye must be able to withstand the
|
most rigorous scruntiny
|
|
|
writing for a listener poses what special challenge?
|
grab the listener quickly
|
|
|
fool proof, four part forumula for writers
|
the idea must precede the expression, don't be afraid of the draft, simplify and clarify, aim at particular audience
|
|
|
what four criteria must ideas satisfy?
|
must relate to reader, engage reader's attention, concer the reader, and must be in readers interest
|
|
|
the trick in coming up with clever ideas lies more in
|
borrowing old ones
|
|
|
what seven suggestions did flesch give for making writing more readable
|
use contractions suach as it's and doesn't, leave out the word THAT whenever possible, use pronouns such as I, WE, THEY, YOU, when referring back to a noun, repeat the noun or use a pronoun, don't create eloquent substitutions, use brief, clear sentences, cover only one item per paragraph, use language the reader understands.
|
|
|
is the flesch forumula in action
|
newspaper writing style
|
|
|
generally the ------------- of the story is in the first one or two paragraphs, which include the most important facts
|
first tier or lead.
|
|
|
from the lead the paragraphs are written in ---------------- with progressivle less important facts presented as the article continues. thus the term INVERTED PYRAMID
|
descending order of importance
|
|
|
is the most critical element usually answering the questions concerning who, what, why, when where, and occasionally how
|
the lead
|
|
|
the inverted pyramid style is more the ----------- and ----------- of facts than it is an exercise in creative writing
|
selection and organization
|
|
|
why do some editors and others describe news releases as worthless?
|
releases are poorly written, releases are rarely localized, releases aren't newsworthy.
|
|
|
why could news releases be more difficult to read than news papers?
|
pressure from administrators as they review and critique press releases
|
|
|
research indicates that a news release is 10 times more likely to be used if it is
|
localized
|
|
|
what is the grand dillema of news releases
|
they are rarely newsworth
|
|
|
what are five requisites professor morton suggests for a release to be newsworthy
|
impact, oddity, conflict, known principal, proximity
|
|
|
a major announcement that affects an organization, it's community or even society
|
impact
|
|
|
an unusual occurrence or milestone, such as the one millionth customer being signed on
|
oddity
|
|
|
a significant dispute or controversy, such as a labor disagreement o rejection of a popular proposal
|
conflict
|
|
|
the greater the title of the individual making the anouncement-president vs. vice president-the greater the chance of the release being used
|
known principal
|
|
|
how localized the release is or how timely it is, relative to the news of the day
|
proximity
|
|
|
------ ------- stories, which touch on an emotional experience, are reguarly considered newsworth
|
human interest
|
|
|
research indicates taht less than ---- percent of all news releases were published
|
10
|
