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PR Write Quiz 1 pt.1

Quiz 1 covering content from chapter 1: sections A-C.

TermDefinition
What is strategic communication? "The purposeful use of communication by an organization to fulfill its mission." It is multidisciplinary bc it draws from multiple methods and subject areas.
Strategic writing is... Goal oriented writing. It involves creating clear goals and understanding “how a certain set of audience attitudes, behaviors, or perceptions will support those objectives." supports organizational goals.
Business goals include: A values statement (a brief set of core values), which leads to a mission statement (more precisely defines the organization's purpose.) to fulfill these, organizations develop goals.
Your mission as a strategic writer is to... Secure outside resources through effective communication; organizations rely upon these resources. (Resource Dependency Theory.) Writing must have impact and use relevant channels.
PESO Paid, earned, shared, and owned media.
Two groups for relationship building are... On-strategy and off-strategy. On-strategy remains focused on a clear message that helps an organization achieve a goal/goals. Off-strategy fails to connect with business goals. (nonstrategic messages.)
10 tips for better sentences are... Challenge to be verbs (am, is, was, were, be, etc..), use active voice, challenge modifiers (adverbs, adjectives), challenge long words and prepositional phrases, challenge long sentences
10 tips continued... Avoid overused expressions, avoid placing important words or phrases in the middle of a sentence, keep the focus on the reader, read your sentences aloud (and be concise!)
Five tenets of strategic communication: Intentional message design, the correct platform(s), calculated timing, audience selection and analysis, and desired impact.
The foundation of strategic communication includes... News Values.
Skills needed in strategic communication include.. -Writing ability -Oral communication/presentation skills -Analytic ability -Ability to work under pressure -Proactive mindset -Adaptability -Diverse talents – new media use
PR Framework: Research, Planning, Communication, and Evaluation. The project ALWAYS begins with research!
You are writing as... The advocate of your organization; you write on their behalf. You motivate people in order to persuade them to act on behalf of the organization you support. Advocate, persuade, motivate!
3 common problems in writing: 1. Lack of research 2. Lack of strategic (goal-related) focus 3. Lack of polish (too many first drafts)
Pattern for Development of Writing Purpose, building relationships, writing strategically.
PR personnel who write news releases and other materials fulfill a valuable role as technicians because they implement and execute the tactics of a public relations program true.
Effective PR writing: Has a careful definition of the audience, composition, perform research, and determines the audience's needs and concerns.
Types of audiences include... Employers, customers, community leaders, government regulatory agencies, and investors.
Writer's toolkit includes: Computer and printer, dictionary, stylebook, encyclopedia, books on writing, media database.
What is PR? It’s the mutually beneficial relationship that exists between organizations and their public; your writing must be purposeful, persuasive, and principled.
PR, or “Strategic Communication” often indicates an integrated communications practice involving both advertising and public relations across channels. True; think PESO.
Goal-oriented writing focuses on: Values statements, mission statements, and business goals.
The pattern for development of every piece of writing, regardless of medium will be.. 1. Purpose - telling an org's story in terms of what it is, does, and why it matters (values statements.) 2. Building relationships - tying the org to those exposed to the communication (mission statements.) 3. Writing strategically (business goals).
The writing process involves... * Research * Creativity/brainstorming * Organizing/outlining * Writing * Revising * Editing * Seeking approval * Distributing * Evaluating
Research: audiences fall into 3 categories Demographic, psychographic and behavioral data. Demographic includes factors like age, income, gender, race, etc. Psychographic info includes values, beliefs, opinions, ethics, etc. Behavioral includes habits and actions.
Creative process steps: 1. Gathering research 2. Thinking about your research 3. Concentrating on other matters (subconscious ideas mixed w/ research.) 4. Recognizing when your subconscious has a great idea 5. Refining the idea - brainstorming helps the process (group)
Many things impact organization, including.. Target audience's interests, the type of document you're writing and the importance of each piece of information. Consider the audience when organizing (what keeps them interested?) and be logical.
Editing consists of two parts.. Macroediting and microediting.
Macroediting Editing that looks at the big picture; is the key message clear and goal-oriented? Does it appeal to readers' interests? Is it logical and well-organized? Is the format correct? Might include a final revision.
Microediting Editing that is proofreading. Double checks for grammar, spelling and accuracy. Spell Checking, checking names, dates, etc. Best conducted backwards to help you focus on the content.
Created by: FaithMcBaith
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