mon_elisa

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Anonymous
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189130
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mon_elisa
Updated:
2012-12-12 17:49:12
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COMS 123 Final
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123 Final
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  1. Public Relations 
    • Represents an organization
    • Deals directly with the media
    • Fosters positive relationships
    • Deals with crises management
    • Facilitate positive outlook on management 
  2. Advertising 
    • Controlled use of media ensuring that your message
    • reaches your audience in exactly the form you intend and at the time you want.
    • Promotes Ideas
    • Is persuasive and memorable/creative
    • Features a call to action
    • There is a target audience
    • Has a purpose
    • Harmony of text & visual will compliment each
    • other
    • Language speaks to target audience’s understanding
  3. Advertising Structure 
    • Headline  
    • Short & Sweet! Simple words, no more than 10, factual.
    • Primary
    • Product/Service benefits
    • Name of Brand
    • Action Verb
  4. Fact Sheet
    • Facts and nothing more
    • Elaborate on already presented info
    • Not just repeat what has been said
    • Include states, historical review of product and
    • service
  5. Bio Sketch
    • In depth info pieces
    • Comprehensive and concise
    • Fill gaps within news release
    • Historical review of client
  6. News Letter
    • Addresses internal public to inform
    • Flows both vertically and horizontally
  7. Marketing 
    • Deals with a product, as opposed to relationships and message statements.
    • More customer driven, while PR is more client
    • community driven. 
  8. Research/Interview 
    • Begins w/ yes & no questions
    • Research client topic
    • Listen well and take notes
    • Encourage complete responses
    • Participate in interview process
    • Don’t be afraid to ask for explanation
    • Observe: physical environment, present yourself
    • in a positive/warm/open manner, create a permissive atmosphere, don’t apply too
    • much pressure, adapt, build rapport. 
  9. Media Pitch Letter
    • Persuasive
    • Designed for media audience
    • Facts = Strong letter
    • Who are you trying to reach?
    • When do you need to reach the target audience?
    • Which medium is most credible/trusted by the target?
    • Which is most timely?
    • Media or Medium? 
  10. Media Pitch Letter Structure 
    • Beginning: set the stage; paint a picture
    • Middle: actual details; meat of letter
    • Conclusion: summary, your next step (action)
  11. PSAs
    • Nonprofit entitled to “air time” by law
    • 1) Keep it simple
    • 2) Work from general to specific
    • 3) Start w/ something interesting
    • 4) If appropriate: testimonials, celebs, on screen
    • message
    • Celebs may sometimes be to overpowering 
  12. Radio PSA
    • Competition for this “free” air time is steep
    • The “product” being promoted in the spot is often
    • intangible
    • The “product” asks more of listener (call to action)
    • Differentiate your message due to high competition 
    • Every phrase in your PSA should drive the message
    • forward
    • One sentence should lead to the next
    • Progression
    • 60 seconds
  13. Radio PSA Structure
    • Triple Space
    • Leave ample margins on top and bottom of page
    • Special notes, message and instructions to public service directors should be attached and not part of message copy
  14. TV PSA
    • More competition
    • Common Commercials
    •     Talking Head
    •     Slice of Life
    •     Voice Over
  15. Collateral Material
    • Basic information
    • Subliminal advertising
    • Tell the story of a company
    • 1) clear creative company 
    • 2) Get a hold of the audience’s attention
    • 3) Understand target audience
    • 4) Organized, clear & prompt 
  16. News Release
    • Most widely used outlet, used to disseminate info for
    • publicity purposes
    • Sent to any possible medium 
  17. Press Kits
    • Handed out as a product promotion, used by
    • organization to get their messages out
    • Aids message dissemination by adding the right amount
    • of unduplicated info to the media mix
    • Composed of a number of info pieces designed
    • specifically for use by the media
  18. Press Kits Components
    • News Release
    • PSA
    • Media Pitch
    • Collateral Material
    • Bio Sketch
    • Fact Sheet
  19. Evaluation 
    •  Evaluation happens through out a campaign in order
    • assess actions being taken, not just at the end
    • What do you evaluate:
    •     Success of aspects of campaign
    •     Target Audience’s view of client
    •     Participation in call to action
    •     New Supporters/donors (nonprofit)
    •     Guests at events
    • Radio/Television:
    •     Evaluate ratings,traffic to channels
    • Print 
    •     Placement helps evaluate how important the media        thought your pitch was through their usage
    • Methods of Evaluation
    •     Focus groups
    •     Questionnaires
    •     Surveys
    •     Interviews
  20. Parts of PR Plan
    • 1) Client Situation
    • · Strengths/Weaknesses
    • · Why conduct a PR plan
    • · Target Audience
    • · What we hope to accomplish
    • 2) Goals & Objectives
    • · Goals (long term)
    • · Objectives (short term)
    • ·What is being measured? (Research)
    • 3) Message Statement
    • 4) Strategy: how the message is delivered/distributed (what mediums etc.)
    • 5) PR Planning Factors (Research)
    • Roles
    • ·Communications Director - most of coms with
    • organization, who the client deals with
    • ·Copy writer - the person who writes components of
    • press kit
    • ·Account Executive - handles financials
    • ·Creative Director: plans events/promotions (etc.)
    • 6) Evaluation
  21. Life Stages
    • Introductory - new market; its first introductory “announcement” and appearance
    • Growth Mode - has some market strength and demonstrates consistent favorable growth within its target audience(s)
    • Maturity - Product has been in market for some time, is aged, and reached its peak; growth has leveled off
    • Declining Popularity - product interest is in decline (perhaps due to comp., innovations, marketing etc.)
  22. Differance between Public Service and Advertising 
    • PS are controlled as far as
    • message content but not timing and placement 

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