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Mass Media Midterm
Questions pulled from quizzes and other sources
| Term | Definition |
|---|---|
| An important factor in ensuring optimal audience reach is to: | Choose the right target audience and invest in audience research |
| The emergence of social media has affected communication patterns in that audiences are now message creators. | true. |
| Word choice, tone, and message packaging are some of the techniques you will need to master in order to be a strong communicator. | true. |
| Intentional message design | You must begin with a realistic communication goal for what you’re trying to achieve. You must be sure that the communication goal goes hand-in-hand with the organization’s goal. |
| The correct platform(s) | Go where your audience is. A large part of this involves 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 | The success of any strategic message is highly predicated 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 minimum. Message must be communicated at the right moment |
| Audience selection and analysis | Some audiences are more important to a message’s goal than others. It is important to always keep the message goal in mind so that you can choose the correct audiences that will help you meet the goal. |
| Taking a broad approach and targeting everyone is not the best way to succeed | true. |
| Desired Impact | During the planning stage of a message, clearly define what a successful campaign will look like to the organization. How will the strategic communication team measure success? Are you hoping to increase sales? etc. go where your audience is |
| It is crucial to carefully consider how to make a plan to define success and how important it is to select the correct platform and spokespersons in order to achieve the desired effects. | true. |
| What are the 5 tenets of strategic communication? | Intentional message design, the correct platform(s), calculated timing, audience selection and analysis, desire impact |
| News Value Types | Timeliness, Human interest, currency, proximity, prominence, impact, novelty, conflict |
| Human Interest | Stories that are emotionally compelling, capture the audience’s attention and appeal to their attitudes and beliefs, develop an emotional connection between the audience and the characters |
| Currency | Topics that are trending in news media and other media, such as Twitter and Facebook, are considered newsworthy. “Hot topics of the day” or stories that are in the general public discourse are other examples |
| Proximity | Considers the location of the event in relation to the target audience of the media outlet. Audiences are more likely to pay attention to stories that take place in their local communities |
| Plagiarism | Using another person's work without proper credit or attribution. It is a very serious offense in the strategic communication field and is particularly egregious in journalism. |
| Defamation | Intentional damage done to one party's reputation by another party; it is not a crime, but it is considered a civil suit in a court of law. Individuals / organizations with high stakes attached to their reputations are more likely to sue for defamation, |
| Conflict of Interest | a clash between a person's self-interest and professional interest or public interest . Comm pros should eliminate any action that may compromise impartiality or interests of their org. That includes separating personal interests from the org’s goals. |
| Ethics is a moral code that serves as a compass for individual or societal behavior | true. |
| Libel is the spoken version of defamation, when something is said verbally that harms another party’s reputation | false; it is written. |
| Journalists and reporters are likely to spend their limited time and resources on a story that has many news values | true. |
| Audiences are less likely to pay attention to stories that take place in their local communities. | false; they are more likely to pay attention to stories from their local communities. |
| Be able to identify the parts of a press release | Headline (1st) lead (2nd) body (3rd) quote (4th) and contact information (at the bottom of the press release.) |
| Be able to identify the parts of the inverted pyramid | 1-The lead, the most important information. 2- The body, the crucial information. 3- The tail, extra information. |
| The inverted pyramid evenly distributes the important information throughout the press release. | False; the information is presented in a descending order of importance (hard news stories.) |
| Hard News stories report only the most essential information in a concise and impartial manner | true. |
| The objective of a news story is to... | persuade, entertain, and inform. |
| Hard news stories... | follow the inverted pyramid style |
| Hard news stories | style and genre that focuses on events / incidents that are timely and consequential to people locally, regionally, nationally, or internationally. Traditionally, hard news covers topics such as politics, international affairs, economics, and science. |
| A behind the scenes look at the life of an athlete is an example of a feature story | true. |
| Feature stories... | are more in-depth than traditional news stories, are considered soft news, use storytelling devices and details (may begin with an anecdote), use many quotes and emotional cues, does not follow the inverted pyramid style |
| Topics that have currency value generally have a short life span in the news cycle because: | They are only discussed briefly by the public. |
| Impact stories directly affect people | true. |
| Media writing is: | Clear, straightforward, and accurate |
| Novelty stories feature well-known individuals or public figures | false. |
| 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 |
| AP style | (Associated Press) - most media outlets use AP style, the style established and constantly updated by the Associated Press- as the foundation for basic news and media writing. Provides consistency in writing across media outlets and publications. |
| Knowledge of grammar and punctuation | audiences hold media and strategic communication professionals to a high standard when it comes to a knowledge of grammar and punctuation; use simple sentences that follow the subject, verb, and object order; use active voice (be concise) |
| Code of Ethics | engaging in unethical behavior or messaging can be particularly damaging for business brands. Countless businesses have been involved in scandals and crises stemming from unethical behavior and judgment. Recovering is difficult. |
| How is Code of Ethics defined? | a collection of rules and values that play a foundational role in conduct and the decision-making process. |
| Features | the primary difference between a feature story and a straight news story is the style. A feature article is more in-depth than a traditional hard news article and uses the types of storytelling devices and details that you might find in novels; soft news. |
| Feature leads | unlike a traditional lead, feature leads can be several sentences long /the writer may not immediately reveal the story's main idea; common types are anecdotal leads and descriptive leads. An anecdotal lead unfolds slowly; lures reader in with a narrative |
| Nut Graph | it is the point of the story "in a nutshell," and its goal is to tell the reader what the story is about. It contains the who, what, when, where, why, and how, as well as the feature or value-- it is timely, tug at human interest, has proximity to reader |
| What makes communication strategic? | creating clear goals and understanding “how a certain set of audience attitudes, behaviors, or perceptions will support those objectives |
| In strategic communication, message development, or the process of creating key points or ideas, requires high levels of planning and research | true. |
| Slander | the spoken version of defamation, when something is said verbally that harms another party’s reputation |
| Libel | the written version of defamation, when something is published that damages a party’s reputation; includes both print and online publications |
| Five elements have to exist in order to render a statement as libelous: | The statement was published. The statement is conveyed as a fact, not an opinion. The statement is false. The statement is identifiable with or made about the plaintiff. The statement was published with intentional negligence or malice. |
| Strategic communication | These messages are targeted, or created with a specific audience in mind, and help to position an organization’s communication goals with its structural goals. |
| Audiences for internal communication messages... | include employees, investors, and managers |
| Audiences for external communication messages... | include customers, influencers, and the news media |
| 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; this is due to the fast-paced environment; this also applies to media writing |
| Can a social media post be grounds for a libel suit? | Yes; social media posts can count as written defamation, aka. libel. |
| Lack of Transparency | Most crisis communication experts agree transparency is key to maintaining / regaining the public’s trust. Lack of this can have bad effects that may leave a permanent stain on a company or brand’s image. Brands cannot thrive without the public’s trust. |
| Newsworthy | A story’s newsworthiness is largely determined by its news value, a standard that determines whether an event or situation is worth media attention. |
| News value | referred to as “criteria used by media outlets to determine whether or not to cover a story and how much resources it should receive” |
| Immediacy/timeliness | Events or stories that have recently taken place or will happen in the immediate future have immediacy or timeliness. Breaking news stories or stories about unexpected events that are developing are good examples. |
| Recent happenings typically carry more news value than less timely events and timeliness also takes into consideration factors such as seasonal events, commemorations, and holidays. | true. |
| Editorial | a type of news story used to develop an argument about an issue and even sway readers’ opinions. The essay also represents the official view of an editorial board that determines what views to share after some kind of deliberative process. |
| Inverted Pyramid style | Begins with the lead (important info, the who, what, when, where, why, how), the body (crucial info, argument, controversy, story, issue, etc.), the tail (extra info, interesting/related info) |
| The purpose of feature stories is to.. | provide a detailed description of a place, person, idea, or organization; they are more in-depth than traditional news stories and go beyond providing basic facts |
| News Feature | feature article that focuses on a topic in the news; are often published in the main news, "A" section, the local news, or "B" section, of a paper. These stories focus on hard-news topics but aren't deadline stories. Softer writing style than hard news, |
| Profile | an article about an individual, such as a politician, celebrity, athlete, or CEO; seek to give readers behind-the-scenes looks at what a person is like, warts and all, behind the public persona. provide background about the individual. |
| Spot feature | are feature stories produced on a deadline that focus on a breaking news event. They are often used as sidebars to the mainbar, The deadline news story about an event. |
| Trend | Would likely appear in the lifestyle, fashion, cooking, high- tech, or entertainment section; explore trends in the media. Take the pulse of the culture at the moment, looking at what's new, fresh, and exciting in art, fashion, etc. |
| Live-in | an in-depth, often magazine-length article that paints a picture of a particular place and the people who work or live there; might appear in the lifestyle section of the paper or in a magazine. Are often day-in-the-life or week-in-the-life stories. |
| Feature vs. Traditional stories | Features typically are longer. Traditional stories use a summary lead, and feature stories use delayed leads or begin with an anecdote. The writing style is different. Feature stories use many quotes/emotional cues; trad stories paraphrase information |
| Descriptive lead | begin the article by describing a person, place, or event in vivid detail; focus on setting the scene for the piece and use language that taps into the five senses in order to paint a picture for the reader; can be used for traditional / feature stories |
| Feature article organization | content in a feature article isn’t necessarily presented as an inverted pyramid;the organization may depend on the writer’s style and the story angle; all of the information in a feature article should be presented in a logical and coherent fashion. |
| The nut graph... | follows the lead; This paragraph connects the lead to the overall story and conveys the story’s significance to the readers; comes from a commonly used formula for writing features known as the Wall Street Journal (WSJ) formula |
| Wall Street Journal Formula | the most commonly used method of writing feature stories. |
| 1st 3 sections of the WSJ formula.. | 1) The story opens with an anecdotal, descriptive, or narrative lead (specific examples) 2.) The nut graf follows the lead and generally explains the lead 3.) The body of the story is supporting information (quotes, facts, developments) |
| final section of the WSJ formula | 4) The ending includes another anecdotal or description of the people/person featured in the story |
| Descriptive Writing | You want to show readers what’s happening, not simply tell them. They should be able to visualize the characters, places, and events highlighted in the feature piece. Show versus tell. |
| Types of Feature Stories | NEWS FEATURE SPOT FEATURE TREND PROFILE LIVE-IN |
Created by:
FaithMcBaith
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