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Strategic Comm

Mass Media writing Quiz 1

TermDefinition
What is strategic communication? the purposeful use of communication by an organization to fulfill its mission
Communication is multidisciplinary in that it draws from a variety of methods and subject areas. true
It is crucial to understand how a certain set of audience attitudes, behaviors, or perceptions will support communicaton objectives true
Messages are targeted and have a specific audience in mind true
The role of strategic communications is to help organizations understand how to effectively deliver their message to key audiences. true
The 5 tenets of strategic communication Intentional message design, correct platforms, calculated timing, audience selection and analysis, desired impact
Intentional message design begin with a realistic communication goal for what you’re trying to achieve; great deal of thought, planning, and analysis; communication goal goes hand-in-hand with the organization’s goal
Correct platforms choosing the right platform to communicate to your key publics or audiences; If you can determine the audience’s general media consumption preferences, you can more effectively place your message
Calculated timing all of your planning, analysis, and creative efforts may be wasted if your message is not communicated at the right moment
True (calculated timing) the success of any strategic message is based on when the audience will be most likely to receive it and when the interference of external factors, such as a major crisis, is at a
Audience selection and analysis some audiences are more important to a message's goal than others; audiences for internal communication messages include employees, investors, and managers; audiences for external communication messages include customers, influencers, and the news media
True (audience selection and analysis) try to always keep the message goal in mind; it is important to keep the correct audiences that are proper in mind as it will help you reach your communication goals
Desired impact during the planning stage of a message, clearly define what a successful campaign will look like to the organization
Desired impact how will the strategic communication team measure success? Are you hoping to increase sales? Are you aiming to increase the attendance at promotional events? Are you trying to minimize negative media coverage about your client or company?
Strategic communication skills writing ability, oral communication/presentation skills, analytic ability, ability to work under pressure, proactive mindset, adaptability, diverse talents
Strategic communication jobs brand journalist, speechwriter, communication specialist, press secretary, copywriter, PR specialist, social media manager, event planner, marketing manager, media buyer
Role of media in American society the emergence of social media has affected communication patterns in that audiences are now message creators. They also play a more active role in determining which issues are important to cover from a new perspective
More than ever, strategic communicators are influencing public discourse and shaping conversation true
Fast-paced environment Today, many media outlets disseminate news constantly, every hour of the day. This immediacy of news coverage seeks to meet the audience's demand to have essential information quickly.
You must seize opportunities to positively integrate your organization or client into media coverage or risk being excluded from the dialogue. true
In this fast-paced environment, media professionals are expected to provide quality news stories to the masses even as they find it more difficult to gather and report facts accurately and responsibly. true
Media writing writing is clear, straightforward and accurate/appealing to a target audience; active and dynamic; allows an organization to engage w/ audiences and clearly communicate ideas and goals; influences the target audience's perception/ behaviors.
Word choice, tone, and message packaging are some of the techniques you will need to master in order to be a strong communicator true
Getting a third-party to read and react to your writing can help you improve true
Knowledge of AP style as a writing skill Most media outlets use AP-style, the style established and constantly updated by the Associated Press. It is the foundation for basic news and media writing. AP style provides consistency in writing across media outlets and publications.
Audiences hold media and strategic communication professionals to a high standard when it comes to knowledge of grammar and punctuation true
Knowledge of grammar and Punctuation use active voice; understand word choice and meaning; be aware of comma uses
Ability to Simplify information need to synthesize and make sense of a lot of info for your audience, often under a strict deadline. This takes strategy, good storytelling skills, and the ability to focus on the essential information
when you write for media, you write as an entity/representative. You represent the broader organization you are producing content for. Precise writing/transparency is crucial. true
Selecting appropriate sources and verifying information obtained from those sources, referred to as fact checking, can help minimize inaccurate writing. Accuracy also means using proper grammar and language appropriate to the audience. true
Media writing should provide well-rounded analyses and stories that include all major perspectives. If you present one organization’s point of view, you should also quote one of its competitors true
writers should not express their personal opinions on a story or event. Instead, they should write objectively, presenting the facts. Objectivity in media writing
Clarity in writing Clear and concise writing makes it easier for a wide variety of groups to understand the core message. Complex sentence structures and jargon that you might find in traditional academic writing are not appropriate for diverse populations
Created by: FaithMcBaith
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