The Basics
Public relations writing is the most ___ ___ of PR
visible aspect
What are the four elements of communication?
Sender, message, channel, receiver
____ means no attempt was made to link to the original creator (i.e. fraud).
Plagiarism
Describe the key elements of a headline.
(How many words should it be? etc.)
• Factual
• < 10 words
• Bold/larger text
• Subhead for further detail
• SEO
Specific, Measurable, Achievable, Realistic, Time specific
Public relations practitioners generally prepare material for ____ media, while advertising practitioners generally prepare material for ____ media.
Public relations practitioners generally prepare material for earned media, while advertising practitioners generally prepare material for paid media.
Under the ___ theory, the communicator wishes the recipients will act, while the recipients of communication wish to be entertained. The recipients are selected in the messages they receive.
MEDIA USES AND GRATIFICATION THEORY
"____ is an injury to reputation. Words, pictures or cartoons that expose a person to public hatred, shame, disgrace or ridicule, or induce an ill opinion of a person are libelous."
Libel
Name the three types of blogs.
Organizational, employee, and third-party
What are the two main sources for gathering news?
Internal & External
What are the four core components of a PR/Adv campaign?
Research, Planning, Implementation, Evaluation
Under the ___ theory, recipients will not believe the message if it conflicts with their own beliefs.
THEORY OF COGNITIVE DISSONANCE
___ acknowledges the original creator but does not obtain permission from the creator.
Copyright Infringement
Explain the term: branching
Nonlinear writing/reading
What are the four obstacles that publicists face?
Gatekeepers, shrinkage, fragmentation, and overload.
At what stage of the strategic PR/Adv. campaign process does writing occur?
The implementation stage (aka the creation stage)
Name the three ways a communicator can shift public opinion according to the theory of cognitive dissonance.
1. Make the public aware of a changing scenario
2. Provide new information
3. Use a trusted member of the public
____ is the defense that protects honest criticism done without malicious intent. It also protects statements of opinion.
The Fair Comment Defense
List the seven basic components of a news release.
1.Release template
2.Headline
3.Dateline
4.Lead paragraph
5.Body of text
6.Boilerplate
7.Contacts
What are the four types of measurement for analyzing campaign success?
Measurement of ...
Production, Exposure, Awareness, Attitudes
The primary objective of a journalist is ___, while the primary objective of a public relations professional is ___.
The primary objective of a journalist is objectivity, while the primary objective of a public relations professional is advocacy.
According to the ___ theory, the media’s selection of the news is equivalent to the public’s selection of the news.
Agenda Setting Theory
Defamation: What are the four key markers which classify something as defamatory.
1. Published
2. Plaintiff is identifiable
3. Injury
4. Publisher malicious or negligent
Create a dateline using today's date.
MOBILE, Al., Feb. 21, 2022
What is the #1 activity performed by public relations departments?
Media Relations