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Basic info about an audience:
-Gender
-Income
-Education
-Ethnic Background
-Age |
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Classifies groups by...
-Lifestyle
-Attitude
-Beliefs |
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The appeal an argument holds for the psychological or economic needs of a group. The big 8 -
-Power
-Respect
-Well-being
-Affection
-Wealth
-Skill
-Enlightenment
-Physical & Mental Vitality |
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PR-produced news footage. Typical components -
-90-second News Report
-B-Roll (Extra Footage)
-Clear ID of Video Source
-Script, Media Contacts, Other Sources |
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PR-produced news footage. Typical components -
-90-second News Report
-B-Roll (Extra Footage)
-Clear ID of Video Source
-Script, Media Contacts, Other Sources |
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Purpose: face-to-face communication
Three types:
-"Junket": media tours the site
-"Fam Trip": all-expense-paid visit
-Executive Visit: top execs give demo in key cities |
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| Allows for multiple interviews with a celebrity through connected satellite-conferencing. |
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| Daily publisher of Public Relations news. |
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A proactive and systematic approach to...
-Predict problems
-Anticipate threats
-Minimize surprises
-Resolve issues
-Prevent crises |
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| Communication about possible dangers or threats to prevent damage (e.g. on pill bottle-"may cause drowsiness," or warnings about bird flu) |
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| Also called "video-conferencing," allows for conferencing via satellite. |
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| Allows for conferencing via satellite and cameras. |
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| Allows for conferencing via Internet through the use of webcams and programs like Skype. |
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In-house creation of publications (DIY work). Includes:
-Computer
-Graphics Program
-Word Program
-Printer |
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Mashup of two words: web & log. Blog=
-Updated Diary
-Contains links to online news items
-Act as public forum (comments & reviews) |
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AKA press release, main purpose: give info to media. Wide variety of available ways:
-VNR
-ANR
-PSA
-Conferencing |
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| Inverted pyramid, succinct, follow AP Stylebook rules |
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AKA media alerts, these memos are sent to media sources to alert them of upcoming conferences or events they may want to attend.
Usually include 5W's and contact information. |
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| AKA press kit; gives media a variety of info and resources for writing about the event/product. |
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Pitch: short message to grab attention and convince media to cover an event/product.
PITCH LETTER: letter 'pitching' an event/product. |
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| What it says: think e-versions of The Times. |
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| Document required of companies by the Securities Exchange Commission (SEC). Only a basic financial report is required, but many companies use it as a marketing tactic, with a history and projected trends for the industry. |
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| Non-public radio announcement: news-formatted. |
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| PSA (Public Service Announcement) |
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Radio and TV stations typically allot time for PSA's-
brief messages created by NGO's or trade groups that will benefit the public (e.g. anti-hate, recycling, health screening, etc.) |
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| Sound clips of a "real person" and their review/experience with the subject. Considered more credible than voice-over character. |
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| Extra footage included with video news release (VNR). |
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| Think E.T. and Reese's Pieces... it's all about where your product is seen! |
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| Getting your idea/issue out there... think Bambi and it's push for environmental awareness. |
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| Social event (luncheon, dinner, cocktail party) with a "pitch" tacked onto the end. |
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A money-making strategy
(e.g. Yoplait's 'lids for breast cancer' makes an appeal to consumers, but is really only to sell more product) |
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| Corporate Social Responsibility |
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A company's duty to their publics to be responsible...
-Legally
-Ethically
-Fiscally
-to the Community
-to their Employees |
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| Donating or volunteering to organizations that benefit the key publics (e.g. Many of Company X's employees are used to high cultured activities. Company X decides to donate to a state dance troupe) |
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| Hiring another group (usually with specialized skills) to handle parts of the campaign. For example, Company X might hire the services of Firm Y for media relations, but might use Firm Z for crisis management. |
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| Cutting costs by relocating or hiring employees from outside countries. |
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| Public Affairs Specialists |
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| Public Information Officers |
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| Third-Party Partisan Advertising |
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| High-Context Communication |
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| Theory by Edward Hall classifying VALUE: high-context society values relationships, loyalty; low-context society values reason, logic, & is rule-bound |
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| Low-Context Communication |
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| Theory by Edward Hall classifying VALUE: low-context society values reason, logic, & is rule-bound; high-context society values relationships, loyalty. |
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| Non-profit organization; Non-Governmental Organization (NGO) |
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| Cool word for "FUNDRAISING" |
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| Really cool word for the people in charge of FUNDRAISING |
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