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PR Write Quiz 1 pt.3
Third section of content for the PR writing quiz (F, G, H, I)
| Term | Definition |
|---|---|
| Aural Writing | writing for the ears; used when making a live presentation in front of an audience (such as a speech) or one that is recorded/transmitted (radio/broadcasting.) |
| Difference between aural and print-style writing | writing for the ears uses language that makes it easier for the narrator to read and the listener to understand; uses short, active voice, SVO sentences, and consistent style |
| Print media is.. | better suited for details; broader concepts, tangible examples and big ideas are more commonly used in aural writing; it is also not dominated by words or pictures like print media. |
| Podcasts have grown in popularity and become important in the branding of organizations | true. |
| Tips for broadcast style writing | write short sentences, stick to 1 important idea per sentence, write the way people talk, attribute at the beginning of paraphrased quotes, titles, official/unofficial go b4 person's name |
| Tips for broadcast style writing continued... | write subject-verb-object sentences, use active voice, use present tense, avoid jargon, use broadcast style for numbers, make it easy to find online. |
| The script contains... | instructions for the use of sound, music effects, recorded voices. Scripts include a special language to communicate with producers, directors, and editors. |
| Tips for Visual Storytelling | Research purpose, audience, and goals, write the script before shooting any scenes, use a tripod, understand the relationships of shots and sequences (especially establishing shots) |
| Tips for Visual Storytelling | vary the length, angle, width and shots. Don't cross the axis, hit and run, match actions between shots to create illusion, avoid jump cuts, use cutaway shots and empty frames |
| Tips for visual storytelling 3 | let the action come to you, follow, don't create the action, utilize empty frames, special effects complement a message, use proper lighting, challenge authority. |
| Research shows that communication with a visual component is far more effective, persuasive and memorable | true. |
| To enhance the written word, designers use... | typography, visual art, page layout, paper, design software, other creative devices to combine words, symbols and images |
| Most often, graphic artists design pages using a grid system that provides an invisible structure for aligning repeating elements | true; the goal with the principles of design is to create harmony between the elements |
| Principles of design | Balance, movement, emphasis, contrast, proportion, space, unity, color |
| Balance | equalizing the weight on both sides of a centered vertical or horizontal axis; elements springing from a central point have radial balance |
| Movement | adds excitement and energy by directing the path the eye follows; it can create unity through repetition and rhythm; an example would be a repeating pattern of lines or shapes |
| Emphasis | creates a point that acts as a bull's eye or focal point for the viewer. When a layout has no emphasis, nothing stands out and the viewer does not know where to focus. |
| Contrast | occurs when two related elements differ, the greater the difference between elements, the greater the contrast. Contrast adds variety to the total design |
| Proportion | deals with how one element relates to another in terms of size, weight, shape color or location. The dominant element is where the eye naturally goes first. |
| Space | refers to the distance or area between, around, above, below and within shapes and forms. Positive space is the occupied area in a layout that contains copy, photographs, headlines or other design elements |
| Unity | brings order to design; it makes all elements appear to belong and work together. It can be achieved by similarity, continuity, alignment, and proximity |
| Color | plays an important part in communicating a message; the colors on the spectrum evoke different temperatures |
| Color has... | hue, value, intensity, |
| Different colors... | evoke different emotions, have different meanings in different cultures |
| Hue, value, and intensity.. | all the colors of the spectrum; value are light and dark properties of color, and intensity (saturation) is the brightness of color; a color is at its fullest intensity when not mixed with black or white |
| The psychology of colors | black is death, evil, formal. white is purity, innocence, blue is loyalty, tranquility, purple is royalty, peace, yellow is happiness, optimistic, green is natural growth, vitality, red is anger/passion,pink is romantic, etc. |
| IMC | integrated marketing communications; is a valuable concept for strategic writers. The philosophy of IMC maintains that your target audiences receive many messages from your org; such as ads, news stories, etc. |
| Marketing | preparing a product that consumers want and helping them to acquire it. The "marketing mix" is everything that might persuade consumers, such as product design, packaging, pricing, etc. |
| Marketing mix is defined as the four P's of marketing: | Product (including name, design, packaging), price, place (putting the product where consumers can buy it), promotion (includes tactics from advertising, pr, sales and marketing.) |
| Communications | each of the four p's communicates something to consumers; the name, design and package of a product send a message about quality to audiences |
| Integrated | means all the messages sent by the four p's should work together; they are consistent and pursue a single strategy; no contradictory messages |
| When focusing on consumer publics, PR is part of IMC. | true |
| Studies show a variety of social media outlets can pose a challenge to the integration of marketing messages | true; slightly more than 80% of organizations say their social media conversations are on message |
| IMC defined | IMC practitioners focus on individual consumers, use databases to understand consumers, send well-focused messages through a variety of consumer-favored, interactive media |
| IMC practitioners also... | use consumer preferred media to send their marketing messages and favor interactive media, constantly seeking informative conversations; new info goes to databases |
| Ethics involves... | identifying and defining our values, and acting on them. Ethics are values in action. |
| The word ethics traces its origins from... | the Greek "ethos" or character |
| An ethical code.. | establishes guidelines for behavior; it means acting on our values, and goes beyond legal codes. |
| The philosophers Aristotle, Kant, and Mill all agreed we can never be happy unless we act on our values | true; we must be ethical to be happy. |
| Indirect reciprocity | A process in which one person or organization helps another with no likelihood or expectation of return and is rewarded by third parties who have observed and admired this behavior |
| New studies in psychology demonstrate that individuals and organizations that practice indirect reciprocity earn more money, over time, than those that don’t | true; it establishes your business as more reputable. |
| Ethics codes | International codes (caux business), Social/cultural codes (10 commandments/what is right or wrong), professional codes (PRSA, institutional), organizational codes (johnson & johnson), personal codes (individual ethics codes) |
| Aristotle and Confucius | believed virtue is the point between extreme of excess and deficiency; virtue is the avoidance of excess and deficiency is a desirable quality |
| Immanuel Kant | Before committing yourself to action, ask if you would live in a world that did the same thing. What if our action became a universal rule? The end does not justify the means. |
| John Stuart Mill | The end can justify the means; we should take actions that create the greatest good for the greatest number. |
| John Rawls | Justice involves fairness in the distribution of advantages and disadvantages; those with unearned advantages should help those with unearned disadvantages. |
| Ethics challenges | Dilemmas (values clash), overwork (ignoring ethical considerations), legal/ethical confusion (something legal is not always ethical), cross-cultural ethics (different cultures clash) |
| Ethics challenges continued | Short-term thinking (promoting solution that increases damage), virtual organizations (independent employees uniting temporarily), New communications technologies (using algorithms which may be faulty) |
| Ethical strategic writing | Honest documents (context matters; clarity in all situations.), complete documents (give info that is needed/necessary, not withholding), timely documents (distribute quickly and on time.) |
| The last ethical strategy is... | Fair distribution of documents; to reach every person who needs to see a message, communication channels that are preferred by the recipient should be used. |
Created by:
FaithMcBaith
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