 | Rings of Defense:
Selective attention (pay attention to supporting messages)
Selective perception m (interpret within belief patterns)
Selective retention (forget
information that’s unwanted or heard in an
unpleasant environment)
|
| Compliance strategies (persuasive
messages)
Sanction – rewards and punishments
Appeal – come to the aid of something/someone we believe in
–
altruism
Command – direct
requests with or without reasons
|
| Audience/message research
Primary research – original. Surveys, interviews, focus
groups
Secondary research –
third-party sources of information
|
| Message strategies
Informative – balanced and complete, logical
Persuasive – emphasizes positives, written so
audience relates,
uses emotion
|
| Choosing the right media to carry message to
target audiences |
|
| Logic fallacies
Cause & effect
Personal attack
Bandwagon effect
Inference (guilt?) by
association
|
|
| Language fallacies
Equivocation (false or
misleading use of words and euphemisms to mislead)
Amphibology (use of
ambiguous sentence structure or grammar to mislead)
Emotive language (shifting
response by using charged words)
|
|
| Ghostwriting – What role does it
play in the PR professional's responsibilities? Under what circumstances is
ghostwriting speeches or articles considered professionally
ethical? Can you identify several examples of unethical
ghostwriting (in the PR context)?
|
|
| Why are libel, invasion of privacy and
copyright bigger issues in PR than in journalism?
|
|
| Invasion of privacy
Appropriation – using
someone’s name or photo without permission
Intrusion – spying on
someone – taping, etc., without permission
|
|
| Copyright violations
How do you establish fair
use of copyright material?
Use of photos and cartoons |
| What is news?
|
| Gatekeepers
|
| What is the information subsidy?
|
| News values: consequence, interest,
timeliness, prominence, proximity
Which is of greatest
importance to local news media?
|
| What’s the difference between hard
news and soft news?
|
| How do hard news or straight news
releases differ from soft news or product releases?
A. Format and length
B. Tone
C. Audiences
|
| Identify some different ways in which a news release
might be used:
1. Published as brief news story
2. Distributed at/after news conference
3. Used to support a story "pitch"
4. Combined with other information in a summary or backgrounder
5. Kept on file for reference
|
| Bivins’ guidelines for working with
media (review them!)
|
| Correcting errors in news stories:
wether to do it and when, why and how
|
| Delivery methods for news release
|
| Support materials for media
conferences, media kits and interviews:
Backgrounders
Fact sheets
Bio sketch
|
| Elements of news release
Name of organization
(address, phone)
Contact name and phone
numbers (day & night)
Release date or embargo
Headline
Dateline (location)
Strong lead ... LOCALIZE
Body with details ... INVERTED
PYRAMID STYLE
Maintain objective
third-person voice
Reference to where readers
can obtain more
info (if appropriate)
Boilerplate about program
|
| Define these in the context of news
releases: publicity, angle and story
|
| Why should direct quotations always be
used in news releases?
|
| Distribution of releases:
Print: Specific section editor or City Editor (by name)
TV: assignment editor
Radio: news director
Best way to distribute: in person
Always ask before faxing or
using email
|
| News conferences (in addition to
information in Bivins' text)
Which medium or media are they
geared for?
What are their advantages
(in the PR context)?
What are their
disadvantages or potential pitfalls?
|
| Mechanics of news conferences
Media advisory – when
should it be sent? To whom?
Choosing a location
Day of week and time of
day
|
| Media kits – Who gets them? What’s
in them? Why do you distribute them?
|
| What do you do if key members of the
media do not attend your news conference? |
