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Mass Media Writing
Mass media writing quiz over chapters 7 and 8
| Term | Definition |
|---|---|
| Public Relations Definition | a strategic communication process that builds mutually beneficial relationships between organizations and their publics |
| Where do public conversations often take place? | through mass media and social media, which is why public relations professionals need to understand how to work with and write effective messages for the media. |
| Some activities PR professionals may be in charge of.. | increasing brand visibility and awareness, planning events, and creating content. Some of them also deal with crisis communication and help to salvage a brand’s integrity and reputation |
| 4 models of Public Relations | Press agency/publicity, public information model, two-way asymmetrical model, two-way symmetrical model |
| Press agentry/publicity model | communications professionals use persuasion to shape the thoughts and opinions of key audiences. In this model, accuracy is not important and organizations do not seek audience feedback or conduct audience analysis research |
| Public information model | moves away from manipulative tactics used in the press agent model and presents more accurate information. However, the communication pattern is still one-way. Practitioners do not conduct audience analysis research to guide their strategies and tactics |
| Two-way asymmetrical model | presents a more “scientifically persuasive” way of communicating with key audiences. Here, content creators conduct research to better understand the audience’s attitudes and behaviors, which in turn informs the message strategy and creation |
| This model is particularly popular in advertising and consumer marketing, fields that are specifically interested in increasing an organization’s profits. | Two-way asymmetrical model |
| Two-way symmetrical model | argues that the PR practitioner should serve as a liaison between the organization and key publics, rather than a persuader. Here, practitioners are negotiators; use comm to ensure that all parties benefit, not just the organization that employs them |
| Even now, some public relations professionals face challenges in convincing key executives of their value to the function of the company. | true. |
| With the abundance of information readily available to audiences worldwide, companies are more vulnerable than ever to misinformation about their brand. | true; An audience’s attitudes and beliefs about a company can greatly influence its success. Therefore, the public relations professional helps to monitor and control conversations about a company or client and manage its reputation |
| What is the practice of PR considered? | a key management function of a business / essential strategy to manage one’s individual reputation; can help with establishing trust among key publics, increasing news media and social media presence, and maintaining a consistent voice across platforms. |
| Differences between marketing, advertising and PR: | the main difference between these three sects is the primary focus. |
| Public relations focus: | emphasizes cultivating relationships between an organization or individual and key publics for the purpose of managing the client’s image; draws attention to PR convos; audience varies, can be media; is earned media |
| Marketing focus: | emphasizes the promotion of products and services for revenue purposes; focused on driving sales, audience is mostly customers/potential buyers, paid media (customers have to pay for marketing efforts.) |
| Advertising focus: | a communication tool used by marketers in order to get customers to act; focused on drawing attention to a product; component of marketing; paid media with the audience being mostly customers/buyers |
| Public relations practitioners can be placed in two groups based on responsibilities: | Communication managers and communication technicians |
| Communication managers | assist in the strategic planning of an organization’s communication efforts. The broad term includes several similar public relations positions: expert consultant, problem-solving facilitator, and communication liaison. |
| Communication technician | can refer to a variety of entry-level positions, including PR specialist, comm assistant, and jr account executive; they write press releases, pitches, feature articles, and other communication materials and assist in event planning |
| Expert consultant | develop a specific communication plan to help achieve organizational goals |
| Problem-solving facilitators | provide crisis management to an organization during an obstacle. |
| Liaisons | speak on behalf of the brand and facilitate communication between the organization and its key publics. |
| Mass media is the preferred channel for reaching out to the public because audiences view media coverage as more credible than traditional advertising or promotional efforts | true; the media is perceived as more influential |
| Media relations | refer to the mutually beneficial relationship between journalists and public relations professionals. One of the biggest benefits for journalists is the easy access to story ideas and sources |
| PR practitioners benefit from media relations because it secures free publicity and promotion for a client. By using media as a promotional tool, they are able to reach a large audience without high costs. | true. |
| How to pitch your idea/story to a journalist/reporter/blogger | Avoid gimmicky or hyped-up press releases; they may catch the reporter’s attention, but for the wrong reason. Also avoid jarring language such as “urgent,” “must read,” or “extremely important." |
| Who do PR professionals generally pitch to? | reporters, editors, bloggers, and social media influencers |
| Where can pitches take place? | via email, phone calls, and increasingly through Twitter. The channel you choose for your pitch depends upon the intended individual’s preference. |
| Before pitching: | Go where your audience is located; select which media outlet will help you reach the target audience; research which specific writer in the organization can help you target your audience; read reporter's previous stories |
| Carefully examine the interests, preferences, media consumption behaviors, and key demographic information associated with that group before pitching | true; this will help you better understand this group and cater to them in your pitch. |
| You should send out mass emails to journalists during your pitch | false; Generic pitches sent out to anyone and everyone come across to reporters and bloggers as careless and can compromise your credibility among media professionals |
| Writing the pitch | subject line is the most important if you're using email. Try to grab their attention with your headline; address the reporter or blogger by name and begin the body of the pitch; summarize the lead; provide important details about the story, etc. |
| Grammar, punctuation, tone, and spelling are important when writing email pitches. Some journalists have admitted to not responding to a pitch that contains grammatical and spelling errors | true. |
| Consider timing whenever you send off a pitch | if you pitched a story that needs to be published soon, you can follow up within a couple days; if it is more flexible, you can follow up within a week. be considerate of when you follow up (do not send a message at 4:55 pm near the end of a work day.) |
Created by:
FaithMcBaith
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