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Public Relations Week 2

by: Rachel Vigil

Public Relations Week 2 JTC 351

Marketplace > Colorado State University > JTC 351 > Public Relations Week 2
Rachel Vigil

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About this Document

Covering: Personal bias, Writing Guidelines Theories of Communication etc.
Publicity and Media Relations
Goodwin, Jill Suzanne
Class Notes
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This 3 page Class Notes was uploaded by Rachel Vigil on Thursday September 1, 2016. The Class Notes belongs to JTC 351 at Colorado State University taught by Goodwin, Jill Suzanne in Fall 2016. Since its upload, it has received 3 views.


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Date Created: 09/01/16
August 29, 2016  Personal bias o Who am I and what am I bringing to this piece.  Research is a prelude to writing o Search Engines  Google  YouTube  Bing  Yahoo o Fact-checking websites  Journalists Resource  PolitiFact  Full Fact o Electronic Databases  Lexis/Nexis  Factiva  Academic Search Premiere  Google Scholar  Census Bureau  Simmons Study of Media Markets  Writing Guidelines o Outlining the purpose- understand your message o Sentences- be clear and concise  Avoid compound sentences.  15-17 words per sentence (Max) o Paragraphs- Shorter chunks of info is better  Visual components o Word Choice- Know your audience and speak to them o Active Verbs and present tense- make your writing engaging o Imagery-bring your writing to life  Avoid Errors in your writing o Proofread o Gobbledygook and Jargon o Poor sentence o Wrong Words o Redundancies o Too many numbers o Hype o Bias and Stereotypes o Politically incorrect language  Keys to success o Be resourceful o Pay attention to the details o Continue to learn August 31, 2016  Rhetoric- art of using language effectively and persuasively  3 elements of persuasion o Ethos o Logos o Pathos  4 elements of communications o Sender o Message o Channel o Receiver  No such thing s the “general public”  Organizational Publics o Internal- everyone who works for the organization o B-to-B – Business to business o B-to-C – Business to consumer o Contractors, Vendors  Theories of communication o Media Uses and Gratification o Hierarchy of Needs o Cognitive Dissonance o Agenda Setting o Extra o Extra  People will accept messages that meet their needs.  People will accept messages based on their current level of need o Basic needs (bottom level) nd o Safety (2 to the bottom) o Love/Belongndg (middle) o Esteem (2 from the top) o Self-actualization (top)  Cognitive Dissonance o People will ignore messages that do not match their beliefs  Agenda Setting o The media tells people what messages are important.  Framing o The message creator selects what to include in the message so the audience accepts it.  Diffusion and Adoption o People will go through these five steps to adopt a message  Awareness (best for PR)  Interest (best for PR)  Trial  Evaluation  Adoption  Factors in Persuasive Writing o Audience Analysis  Passive audience  Active audience  Already aware, interest level  Source credibility o Expertise o Sincerity o Charisma  Appeal to self-interest o Tell the audience what they want to know.  Clarity of message o The message characteristics should match the audience characteristics.  Timing and context o Spiderman and 9/11 example  Symbols and Slogans  Use of Color  Suggestion for action o People need to understand how they can take action  Strategies for persuasive writing o Drama o Statistics o Surveys and Polls o Examples o Testimonials o Endorsements o Emotional Appeals  Persuasive Speaking o Yes-Yes o Offer Structured choices o Seek partial commitment o Ask for more, settle for less  Persuasion and Propaganda o Information, especially of a biased nature used to promote or publicize a particular cause or point of view.


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