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20 Cards in this Set
- Front
- Back
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why is active voice better for news releases?
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shorter, uses fewer words, better at painting a picture in mind of reader.
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example of active voice
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Margot kicked the soccer ball
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example of passive voice
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the soccer ball was kicked by margot
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active voice is an
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activity. ex. the man must have eaten five hamburgers, Marily mailed the letter. subject is doing.
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passive voice is where the subject is no longer
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active. ex five hamburgers must have been eaten by the man. the letter was mailed by marilyn.
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news releases should not contain
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compound or complex sentences. they should only contain short simple sentences
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what grade level should news releases be written?
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12th
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when writing a news release you should always write for ------- and --------
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target audience (find the hook) and the media
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in a broadcast lead you have to make the assumption that they missed
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the first couple of words
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electronic media (soft lead) assumes
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people miss the first few words
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--------when you want it published. reporters have a deadline called embargo date
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release date
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paragraphs should be about
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3 sentences
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symbols that dignify that you have more of the story
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slug line
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symbols that dignifiy you have more of the story, if it's the end, or means the story is over
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(-more-), (###), (- 30 -)
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you should always suggest a-------- for the reporter even though they will probably change it
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headlines
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one of the most important things they have in pr is the
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media kit
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media kits are nothing more than a nice ----- -------
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pocket folder
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when creating a media kit cute = ----------- and clever = ---------------
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cute is annoying and clever is good
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are given to reporters to provide them with the most information possible about the organization and it's point of view
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media kits
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things that could be in a media kit
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biogrphy, backgrounder, case studies, by liner, memorandum, pitch letters, round-up article, fact sheet
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