Cumulative Review
The Balancing Act of Editors Is
the need to balance the needs of management, interests of readers, and own personal journalistic standards
What are the 7 Components of a Good Photo?
1. Technical Quality
2. Subject Matter
3. Composition
4. Action
5 Scale
6. Camera Angle
7. Lighting and Timing
Facebook, LinkedIn, and YouTube's Target Audience
Facebook: millennials (18 to 34)
LinkedIn: 36 mil registered millennials (15 to 34); 36 mil registered recent/current college students; 1/3 live in the US
YouTube: the 36 to 64 age group makes up about 50% of viewers; 95% of college students regularly watch videos
3 Ways to track website visitors
1. Hits
2. Page impressions
3. Unique visitors
How to lay the groundwork for speaking events
- writer should have a lengthy convo with the speaker before writing the rough draft
- determine objectives, key messages, and strategy
What are the 8 Elements of Newsworthiness?
1. Timeliness
2. Prominence
3. Proximity
4. Significance
5. Unusualness
6. Human Interest
7. Conflict
8. Newness
5 Subject Matter types and what to remember about each
- Award photos (make it more interesting)
- small group photos (show activity)
- Large group photos (not sent to publications)
- Product photos (include a human element)
- food photos (tricks like mashed potatoes instead of ice cream, motor oil instead of syrup, etc.)
2 Important Concepts When It Comes to Writing for the Web
1. it takes longer to read material online
2. the content can be read linear or nonlinear, meanings items are not shown in order of importance.
3 Categories of Social Media and an Example of Each
1. Social- Networking (Facebook)
2. Micro-Blogging (twitter)
3. Media Sharing (YouTube)
What to ask yourself when deciding whether or not to send a top executive to speak
1. who is the sponsoring organization
2. what is the size of the audience
3. does the venue advance the organization's objectives
3 Tips for Writing Effective Talking Points
1. Keep is Short and Simple
2. Capture the Main Point(s)
3. Think about your Audiences
What are infographics?
computer generated artwork used to depict info or stats visually including tables, charts, graphs, and pie images
9 Ways to Increase Website Viewers
1. Attention-getting headlines
2. Good design
3. include vids/images
4. post quality content
5. include social media links
6. provide e-newsletters
7. run competitions
8. optimize for search engines
9. Offer free stuff
9 Things to do when designing a website
3 Levels of PR Measurement
1. Basic (measuring target audiences, impressions, media placements)
2. Intermediate (measuring retention, comprehension, awareness, reception)
3. Advanced (measuring behavioral, attitude, and opinion change)
3 Things to Avoid when Writing Talking Points
1. Too Much Info
2. Many lines of text in a single bullet point
3. Hiding the Main Point(s)
3 questions to ask yourself when dealing with ethical considerations with photographers
2. Does it intend to deceive in a way?
3. Has anything been manipulated to unsolicited endorse or agree with your organization's views?
5 Rules of Newsletters
1. Stay away from boring photos
2. Engage Readers
3. Keep dry business content at a minimum
4. keep it brief
5. make it attractive
Best Times to Post on Social Media Overall (Monday through Friday)
Monday: 10 am to 12 pm
Tuesday: 9 am to 2 pm
Wednesday: 9 am to 1 pm
Thursday: 9 am to 12 pm and 2 pm
Friday: 9 am to 11 am
Types of Evaluation Methods (at least 5)
1. Counts
2. Media Impressions
3. Advertising Value Equivalency (AVE)
4. Focus Groups
5. Systematic Tracking
6. Internet Monitoring
7. Cost Per Person
8. Event Attendance Measurements (surveys, counts)
9. Benchmark Studies
10. Audience Awareness Measurements (survey, day after recall interview)
11. Audience Attitude Measurements (benchmark opinions before and after, keep record of calls)
12. Audience Action Measurements (sales figures, increase in market share, ballot results)
13. Clippings (media mentions)
Branching is
a technique that allows you to send users in specific directions through design
Brand Journalism is
when an organization increasingly hires former journalists to frame/share their organization's brand/products in a journalistic content, like, reporting news, trends, and other ways, rather than as traditional product marketing
Traditional Media Characteristics vs New Media Characteristics
1. Geographically constrained vs. Distance Insensitive
2. Hierarchal Dissemination vs. Flattened Dissemination
3. Unidirectional (One-Way) vs. Interactive
4. Space/Time Constraints vs. Less Space/Time Constraints
5. Professional Communicators vs. Amateur/Nonprofessional Communicators
6. High Access Costs vs. Low Access Costs
7. General Interest vs. Customized, Personal Interest
8. Linearity of Content (most to least important) vs. Nonlinearity of content (intuition, interest, etc.)
9. Effort-Heavy Slow Feedback vs. Simple Feedback
10. Ad-Driven vs. Diverse Funding Sources
11. Institution Based (ownership) vs. Decentralized Production
12. News, Values, Journalistic Standards vs. Formative Standards
10 Commandments for Writing Web Content
1. Headlines should be clear and enticing
2. Get to the point
3. Link to resources for further info
4. Paragraphs should be a few, short sentences
5. Use bullet points and numbered lists
6. Include subheads
7. Use relevant key words
8. Write as you talk
9. Double-check everything
10. Encourage feedback
Components that Should Be in a PR/Written Plan
1. Situation
2. Objectives
3. Audience
4. Strategy
5. Tactics
6. Calendar
7. Budget
8. Evaluation