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Mass Media final
final exam review
| Term | Definition |
|---|---|
| Backgrounder | contains the history of a company and biographies of key executives. The purpose is to supplement the press release and explain the company’s story or event, products, services, and milestones. It is in paragraph format and relatively brief |
| Fact Sheet | provides a summary of an event, product, service, or person by focusing only on essential information or key characteristics. It is more concise than a backgrounder and serves as a quick reference for reporters. However, it is not meant for publication. |
| Answer to 36... | E (B and C) |
| Media Alert | There are times when announcements do not require the distribution of a press release, but rather a concise notice to the media; advisory; memos to reporters about an interview opportunity, press conference, or upcoming event. |
| They use the 5Ws and H format to quickly deliver information | Media alerts. |
| Inverted Pyramid | information is presented in descending order of importance. This allows the audience to read the most crucial details quickly so they can decide whether to continue or stop reading the story; the lead, the body, the tail. |
| Boiler Plate | goes at the end of a press release; provides information about the company or organization, similar to the “About Us” section that you might find on a company website. |
| What is public relations? | a strategic communication process that builds mutually beneficial relationships between organizations and their publics |
| What does public relations do? | helps to influence an audience’s perceptions by building relationships and shaping public conversations about a client or company. These public conversations often take place through mass media and social media |
| Marketing | systematic process and planning of an organization's promotional efforts; emphasizes the promotion of products and services for revenue purposes; audience is mostly customers or potential buyers |
| Advertising | focuses on drawing attention to the product via strategic placement/imagery; communication tool used by marketers in order to get customers to act; paid media; component of marketing |
| What is PR focused on? | creating a favorable image through relationship building and reputation management; draws |
| 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. |
| Public relations practitioners benefit from media relations because it secures free publicity and promotion for a client | true. |
| What is an account manager? | Serve as a liaison between the client and the advertising agency. They conduct research and oversee creative aspects, production, and more. |
| What is an account planner? | are responsible for presenting information about the consumer. They analyze audiences and figure out ways to achieve brand loyalty through advertising. |
| What is the creative department? | are responsible for developing the advertising message and images. They also pitch the advertising plan to clients |
| What does the media department do? | work on advertising placement strategies, media buying, and analyzing consumer media behaviors. These roles are diverse but also interdependent in that they all contribute to the advertising process. |
| What is a press kit? | are packages or website pages that contain promotional materials and resources for editors and reporters. The purpose is to provide detailed information about a company in one location |
| Major events or stories that require more information than is typically included in a press release warrant a press kit. | true; Examples include a company merger, the launch of a new product, a rebranding campaign, or a major change in organizational leadership |
| Materials that can be found in a press kit include... | Backgrounder, Press release, Fact sheet, Publicity photos or list of photo opportunities, Media alerts |
| What are the three primary goals of PR? | Disseminate news, maintain brand image, and put a positive spin on negative events. |
| Broad categories of a creative brief include... | key consumer insight, target consumer, advertising problem, advertising objective, competition, key consumer benefit, support |
| Key consumer insight | demonstrates a clear understanding of the consumer’s general behaviors, beliefs, and attitudes as they relate to the message topic. It also considers general opinions and thoughts about the subject matter; his knowledge will help you design your ad. |
| Advertising problem | does not refer to addressing a problem within the advertisement itself, or challenges in advertising to the key audience. The term refers to the product’s biggest consumer-related stumbling block |
| Advertising objective | explains the intended effects of the promotion on the target audience/ clearly articulates the overall goal. The goal is not simply to persuade the audience. Think about how you want the audience to feel or believe about the featured product or service |
| Target consumer | are people you specifically want to communicate the message to. In order to fully understand the audience, consider their psychographics, or the analysis of their lifestyles and interests. |
| With target consumers, you want to... | include info about demographics, as this factor influences the audience’s day-to-day experiences. Clarify why you’ve chosen this particular audience. Why would these people be attracted to the featured product or service? |
| Competition | In this section of the creative brief, perform a complete assessment of the competition that considers strengths and weaknesses. Specifically, examine the competitor’s history, products, services, brand, and target audiences. |
| Key consumer benefit | describes what the consumer would gain from using the advertised product or service. This section also discusses how the product or service solves the advertising problem laid out earlier in the creative brief. |
| Support | explains the validity of the proposed advertising plan. It makes a case for why the campaign will motivate the audience or make them believe that the claims are true. This is important bc i you need to convince your client the plan will work |
| Tonality | explains the desired feel or attitude of the advertising campaign, such as “hip,” “classy,” “fun,” “flashy,” or “modern.” You could also include a description of the advertisement’s visual elements, or the creative mandatories |
| Creative Brief | is a document for the creative team, the advertising director, and the client that gives a clear objective for the copy material and explains the overall concept of the campaign; is like a game plan—without it, the advertisement may not be successful. |
| Most public relations practitioners begin their careers as communications technicians | true. |
| Putting a positive spin on a negative event is the primary role of a journalist | false; this is the role of the PR professional. |
| Communications technicians hold a variety of positions, including... | public relations specialist |
| Communications technicians positions include... | public relations specialist, communication assistant, and junior account executive. |
| PR professionals... | shape public conversations and build relationships |
| Product oriented strategy connects the audience's daily experience or lifestyle with the advertised product or service | false; this is a consumer-oriented strategy. |
| Product-oriented strategy | focuses on highlighting specific benefits related to the product or service; example would be commercials for paper towels. |
| Brands use social media to leverage their marketing public relations efforts | true |
| Journalists influence an audience's perceptions by building relationships and shaping public conversation about a client | false; a PR professional does this |
| Public relations professionals are in charge of a wide range of communication activities that may include increasing brand visibility and awareness, planning events, and creating content | true. |
| 4 models of public relations are... | press agentry/publicity, public information model, two-way asymmetrical model, two-way symmetrical model |
| Press releases, speeches, and social media posts are examples of public relations writing | true. |
| Other examples of PR writing are... | fact sheets, feature articles, social media messages, blog posts, powerpoint presentations, brochures, media pitches, statements, website messages |
| Regardless of career level, strategic communications professionals should have a portfolio to showcase their work | true. |
| What type of writing would a public relations professional use? | all of the above. |
| A boilerplate provides a summary of an event, product, service, or person by focusing only on essential information | false; this is a fact sheet. |
| Which of these events warrants a press kit? | all of the above (company merger, launch of new product, rebranding campaign.) |
| A press kit contains... | promotional material, logos, bios, etc. |
| Which of these is a characteristic of advertising? | company pays for advertisement creation |
| What is an advertising problem in a creative brief? | a product's biggest consumer-related stumbling block |
| A media alert is a concise notice to the media | true. |
| Public relations writing should be objective in tone, with the purpose of presenting information about newsworthy events | false; PR practitioners want to put topics in the best possible light |
| When pitching a story to a journalist it is important to go where your audience is located | true. |
| Which of these is an example of social media engagement? | creating contests (number 36: E: b and c). |
| When writing for social media the core message needs to be articulated across all platforms in a consistent way | true. |
| Organizations can use social media to... | all of the above (enhance brand awareness, build website traffic, roll out promotions) |
| Newspapers have become an everday communication tool | false. |
| News writing should be objective in tone, with the purpose of presenting information about newsworthy events | true. |
| Communication manager | assist in the strategic planning of an organization's communication efforts. It includes several PR positions, such as expert consultant, problem-solving facilitator, etc. |
| Communication technician | Before entering a managerial role, most public relations practitioners begin their careers as communication technicians. |
| Communications technicians... | write press releases, pitches, feature articles, and other communication materials and assist in event planning. |
| What is public relations writing? | appeals to a variety of audiences; it is more informative but should also influence key publics’ perception of the organization. Some would also argue that public relations writing is even more concise than news writing. |
| Public relations professionals have a focus on increasing brand visibility and awareness, planning events, and creating content | true. |
| What is an important thing to remember when writing a pitch to the media? | you need a solid understanding of your key audience; this can help you select which media outlet to use; you need to go where your audience is and research writers in the organization |
| Difference between news writing and pr writing | news writing is objective in tone and presents info about newsworthy events; pr writing advocates for the client, is informative, and more concise. |
| What is social media | an online communications platform that allows people to share content |
| Engagement | involves motivating the audience to engage with the content; Several strategies can encourage this, such as responding quickly to feedback from audience members, creating contests, and inviting the audience to respond to a question. I |
| Consistency | core message needs to be articulated across all social media platforms in a consistent way that conveys a unified voice. The message also needs to reflect the brand image; in other words, it should reinforce the brand “feel” or personality. |
| Concise | social media writing is straightforward. Because you’re competing against countless other messages in the social media sphere, you do not have much time and space to capture the audience’s attention. |
| What is advertising? | the paid promotion that uses strategy and messaging about the benefits of a product or service to influence a target audience's behaviors/attitudes. |
| What are the five steps in the social marketing model? | planning, theory, communication analysis, implementation, and evaluation. |
| Consumer-oriented strategy | connects the audience's daily experiences or lifestyle with the advertised product or service; this is frequently used for branding purposes. |
| What is a writing portfolio? | supplement what you've learned in the classroom; they help you illustrate and market your brand; a writing portfolio contains some of your works, helping you demonstrate your skills. |
| Copywriting | puts together the headlines, subheadlines, and images included in the advertisement. It uses persuasive communication to influence the target audience. It also helps to create the advertisement’s call to action, logo, and slogan. |
| AIDA model | Attention, Interest, Desire, and Action. Good advertising copy should effectively grab the audience’s attention through words and/or imagery. |
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FaithMcBaith
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