Course Hero

Register now to access 7 million high quality study materials (What's Course Hero?) Course Hero is the premier provider of high quality online educational resources. With millions of study documents, online tutors, digital flashcards and free courseware, Course Hero is helping students learn more efficiently and effectively. Whether you're interested in exploring new subjects or mastering key topics for your next exam, Course Hero has the tools you need to achieve your goals.

25 Pages

CH14

Course: COURSE 1, Fall 2009
School: CSU Sacramento
Rating:
 
 
 
 
 

Word Count: 699

Document Preview

14 Copyright CHAPTER 2001, Prentice Hall, Inc. QUICK QUIZ What's the number one communications medium among Public Relations professionals? Copyright 2001 Prentice Hall, Inc. 2 Securing Positive Publicity through the media is at the heart of public relations practice. Copyright 2001 Prentice Hall, Inc. 3 Let's Discuss Public versus Advertising s s Which is regarded as more credible? Why? People regard...

Register Now
Search

Unformatted Document Excerpt

Coursehero >> California >> CSU Sacramento >> COURSE 1

Course Hero has millions of student submitted documents similar to the one
below including study guides, practice problems, reference materials, practice exams, textbook help and tutor support.

Course Hero has millions of student submitted documents similar to the one below including study guides, practice problems, reference materials, practice exams, textbook help and tutor support.
14 Copyright CHAPTER 2001, Prentice Hall, Inc. QUICK QUIZ What's the number one communications medium among Public Relations professionals? Copyright 2001 Prentice Hall, Inc. 2 Securing Positive Publicity through the media is at the heart of public relations practice. Copyright 2001 Prentice Hall, Inc. 3 Let's Discuss Public versus Advertising s s Which is regarded as more credible? Why? People regard publicity as more credible because attracting positive publicity requires good media relationships and any sales message is more subtle. Copyright 2001 Prentice Hall, Inc. 4 What Drives the Media? A quest for: s s s Information Scoops & Trends Objectivity & Fairness PRESS CORPS Copyright 2001 Prentice Hall, Inc. 5 Let's Discuss The Relationships Between Media and Public Relations Copyright 2001 Prentice Hall, Inc. 6 Sometimes the media and public relations are on... ...different philosophical wavelengths. Copyright 2001 Prentice Hall, Inc. 7 QUICK QUIZ What can organizations do to foster good media relations? Establish a formal media relations policy Understand and follow the 12 principles of good media relations Copyright 2001 Prentice Hall, Inc. 8 12 Principles of Good Media Relations a trusted source. Become Reporters are never "off duty." You ARE the organization. Treat reporters as individuals. Treat journalists professionally. Don't try to "buy" a journalist. Inform journalists even when you're not "selling." Don't expect news viewpoint agreement. Don't "cop an attitude" with reporters. Never lie. 9 Don't sweat the skepticism. Read the paper. Copyright 2001 Prentice Hall, Inc. QUICK QUIZ What are the benefits of ... ? Advertising lets you control: s s s Copyright 2001 Prentice Hall, Inc. Content Size Location s s Reach Frequency 10 QUICK QUIZ Name two benefits of publicity over advertising: s Publicity costs about 10% less than advertising. Publicity carries an implied third party endorsement. 11 s Copyright 2001 Prentice Hall, Inc. Let's Discuss Value of Publicity How does publicity affect the following: Introducing a new product Revitalizing an old product Explaining a complicated product Working with little or no budget Copyright 2001 Prentice Hall, Inc. Enhancing your reputation Responding to crisis's 12 PITCHING PUBLICITY Write don't call Know deadlines Address editor by name Learn how journalists want to be contacted Copyright 2001 Prentice Hall, Inc. Don't badger 13 PITCHING PUBLICITY Do your own calling Use exclusives carefully a Develop relationship Never lie Don't send clips of other stories about your client 14 Copyright 2001 Prentice Hall, Inc. QUICK QUIZ Media Relations When Addressing reporters, should you use their first names? Copyright 2001 Prentice Hall, Inc. 15 QUICK QUIZ Media Relations Are reporters correct in thinking they can ask embarrassing questions? Copyright 2001 Prentice Hall, Inc. 16 QUICK QUIZ Media Relations Should you ever say "no comment"? Copyright 2001 Prentice Hall, Inc. 17 QUICK QUIZ Media Relations When reporters call on the phone, should you assume the conversation is being taped? Copyright 2001 Prentice Hall, Inc. 18 QUICK QUIZ Media Relations Should you ever admit you had professional training to handle the media? Copyright 2001 Prentice Hall, Inc. 19 Let's Discuss How to prepare copy for paid wires: Always include headlines Create "strong" lead Identify stock symbols Specify timing--avoid busy hours Specify targets Check for accuracy Include contact names & numbers at the end Copyright 2001 Prentice Hall, Inc. 20 Handy Media Directories s s s s s s Gales Directory of Publications Bacon's Publicity Checker Broadcasting Yearbook Editor & Publisher Yearbook Working Press of the Nation Specialized Directories Examples: s s Congressional Staff Guide Anglo-Jewish Media List 21 Copyright 2001 Prentice Hall, Inc. Let's Discuss Measuring Publicity Press Monitoring (Clipping) Bureaus Broadcast Transcription Services Media Distribution Services Content Ana...

Textbooks related to the document above:
Find millions of documents on Course Hero - Study Guides, Lecture Notes, Reference Materials, Practice Exams and more. Course Hero has millions of course specific materials providing students with the best way to expand their education.

Below is a small sample set of documents:

CSU Sacramento - COURSE - 1
CHAPTER 18Copyright 2001, Prentice Hall, Inc.Let's Discuss Public Relations in GovernmenWhy are Americans losing interest in our political system?s s sCopyright 2001 Prentice Hall, Inc.Lack of candor Booming economy Boring campaigns2QUI
CSU Sacramento - INDIV - 130
L ectur e Thr ee Chapter FourPREPARI NG TO WRI TEWriting Apprehension CAUSES Early Efforts Never Been Taught Lack of Knowledge of purpose, audience or point of the effort FIXES Work Shops Write then Right Supportive EvaluationCOLLABORATI
CSU Sacramento - MIS - 1
Fall 1998BenvenisteCalifornia State University, Sacramento School of Business and Administration Department of Management Information Systems MIS 1B - Excel 97 Homework 1 - Due Next TuesdayBefore you begin this exercise, you need to retrieve the
CSU Sacramento - MIS - 1
Fall 1998BenvenisteMIS 1C - Assignment #2 Download the file ANSWER.DOC from my web page - www.csus.edu/indiv/b/benveniste 1. Create a PowerPoint presentation about yourself (your hobbies, job, family, etc.). Save thepresentation with the name My
CSU Sacramento - GENETICSLE - 07
CHAPTER 12GENE TRANSCRIPTION AND RNA MODIFICATIONOVERVIEW OF TRANSCRIPTIONTranscription literally means the act or process of making a copy In genetics, the term refers to the copying of a DNA sequence into an RNA sequence The structure of DNA
CSU Sacramento - M - 150
Fall 2005 Section:_Tsai Name:_MIS 150 - Database Management Systems for Business Exam 3 Part II: open books and notes 13. (12 points) School of Business Administration (SBA) hires faculty members to teach classes and staff members to perform the
CSU Sacramento - ENG - 20
Fall 2001 ENGLISH 20 Professor TanakaCRITICAL THINKING (CT) MODELPART 1 GENERAL CONCEPTSIn this first handout, I would like to simply give you the basic outlines of our critical thinking <CT> model that you will be using for the rest of your a
CSU Sacramento - PHIL - 60
SYMBOLIC LOGIC: Predicate Logic IDENTITYTHREE WAYS OF USING THE VERB "To be" In English we use the verb "to be" in three main ways. I) The "is" of existence. Sometimes we assert the existence of a certain kind of thing. Cats exist, at least one cat
CSU Sacramento - BIO - 181
Bio 181 Internet-based exercise: Week 9 DUE: Monday, Dec. 3rdReal time PCRAs you know, PCR can be used to amplify tiny quantities of DNA. In principle, the number of copies of the DNA produced should depend on the amount of starting material. A te
CSU Sacramento - BIO - 181
Bio 181: Internet-based exercise: Week 4 Invitrogen Gateway cloning system We are in the process of cloning a novel plasmid, carrying two antibiotic resistance genes, from two separate plasmids, by restriction digestion followed by sticky-end ligatio
Valdosta - PADM - 7040
SegmentationStrategic Marketing for Nonprofit OrganizationsStrategic Marketing for Nonprofit Organizations Alan R. Andreasen & Philip Kotler Chapter 6 (p. 142160)Ken NashSegmentation105/01/09The First Element of Marketing Strategy: App
Valdosta - PADM - 7040
Grant ProposalSubmitted by Asta RockwoodImproving Literacy Through School Libraries Grant U.S Department of Education Office of Elementary and Secondary EducationThis Grant was found on the http:/www.ed.gov/programs/lsl/index.html. Local educati
Valdosta - PADM - 7040
Chapter 8 Part OneLisa Copeland VolunteerismHaving volunteers is a key factor to running a successful nonprofit organization. "Volunteerism helps to keep down expenses while providing a channel for socially conscious people to contr
Valdosta - CS - 3410
ifsamindfasbntiw
CSU Sacramento - ACCY - 2
Management Accounting:A Road of Discovery Management Accounting: A Road of DiscoveryJames T. Mackey Michael F. ThomasPresentations by:Roderick S. Barclay James T. Mackey Texas A&M University Commerce California State University Sacra
Valdosta - CHEM - 1211
Molecular Geometry and Bonding TheoriesChapter 9Chapter 91Homework: 9.10, 9.12, 9.26, 9.30, 9.40, 9.44, 9.52, 9.60Chapter 92Molecular ShapesMolecular Shapes are determined by: Bond Distance Distance between the nuclei of two bonded ato
Valdosta - PADM - 7090
Spring 2006 Assignments 1PADM 7090 Policy Analysis Individual Case Instructions Each student will do an individual policy analysis project for this class. Ideally this will be a project that will get you on track for the "Capstone Project" required o
CSU Sacramento - INDIV - 117
Social Responsibility of Business Is To Increase Its ProfitsMilton Friedmant e For Marke to BeFre It Must BeOpe (C pe n om tition without de ption or fraud) ce orporation isan artificial C pe the forecannot have rson re re sponsibility EO nt C a
CSU Sacramento - M - 101
ReviewExam 2 Chapters 6 10Chapter 6 Systems Development Systems Development Concepts Challenges in Systems Development Types of System Development Methods Systems Development Life Cycle (SDLC) Rapid Application Development (RAD) Object Ori
Valdosta - CS - 3335
Practical C+object-oriented programmingHistory C+ was developed in the mid 1980s by Bjarne Stroustrup at Bell Labs C+ is, for the most part, backward compatible with C C programs run as C+ programs with relatively little changeSyntactic Exten
Valdosta - CS - 3410
RecursionProgramming with RecursionRecursive Definitions A recursive definition uses the term we are defining to define the term. A recursive definition has the form q = .q.q.Examples of Recursive Definitions A descendant of a person is an of
Valdosta - CS - 3410
Chapter 4InheritanceWhat is Inheritance? Inheritance models the IS-A relationship A Circle IS-A Shape A Truck IS-A Vehicle Inheritance relationships form hierarchies We can extend Truck to other classes PickupTruck IS-A Truck SemiTruck IS-
Valdosta - CS - 3335
DecisionsRelational and Equality operatorsRelational operators < <= > >= Equality operators != =Logical operators conjuction disjunction negation & | !Short-circuit evaluation In evaluating X&Y, if X is zero, Y is not evaluated. In ev
CSU Sacramento - AIA - 2
Artistic Depictions of Hindu Goddesses1. Icons from the Ancient & Medieval PeriodsArcheological clues suggest that female deities of various types have been venerated in Indian culture since very ancient times; the clearest examples are found in t
CSU Sacramento - PHIL - 154
QUINE'S ARGUMENT AGAINST THE IDEA OF LINGUISTIC RULES and/or KNOWLEDGEWord and Object Premise 1: Radical Translation fails (Indeterminacy of translation) Premise 2: Since radical translation fails, attribution of linguistic knowledge is misguided. R
CSU Sacramento - HROB - 101
Chapter 3Management's Social and Ethical Responsibilities1Copyright 2006 by South-Western, a division of Thomson Learning. All rights reservedChapter Objectives1. 2. 3. 4. 5. 6.Define corporate social responsibility and summarize the argume
CSU Sacramento - ACCY - 161
ACCY 161Chapter 6 Accounting for General Long-Term Liabilities and Debt Service Solutions to Take-Home Quiz Disregard page number different text1. Level: Medium; Content: Concept True. GASBS 34 requires general capital assets to be reported in t
CSU Sacramento - ACCY - 161
ACCY 161 Spring 2008Exam #1Tuesday February 26thName: _ - PUT YOUR NAME ON THE SCANTRONExam instructions minus five points if no name on ScantronMake sure you PRINT your name on the exam and the Scantron form Pace yourself. You might want t
CSU Sacramento - EEE - 244
1CHAPTER 44.1 (a) For this case xi = 0 and h = x. Thus, f ( x) = f (0) + f ' (0) x + f " (0) x2 + FFF 2(0) = ' (0) = " (0) = 0 = 1f ( x) = 1 + x + (b) f ( xi +1 ) = e - xi - e - xi h + e - xi h2 h3 - e - xi + iii 2 6 x2 + 2for xi = 0.2, xi+1
CSU Sacramento - CHAPTER - 244
1CHAPTER 44.1 (a) For this case xi = 0 and h = x. Thus, f ( x) = f (0) + f ' (0) x + f " (0) x2 + FFF 2(0) = ' (0) = " (0) = 0 = 1f ( x) = 1 + x + (b) f ( xi +1 ) = e - xi - e - xi h + e - xi h2 h3 - e - xi + iii 2 6 x2 + 2for xi = 0.2, xi+1
CSU Sacramento - GEOG - 1
Geography 1 Midterm II Study GuideThe midterm will consist of 30 multiple choice questions, each worth 4 points, and 8 short answer questions, each worth 10 points. There will be material from both lecture and the textbook; however, if a term or
CSU Sacramento - M - 219
Chapter 8Strategic Management of IS/IT: Organization and ResourcesAgenda Requirements of strategic management Roles of the IT function IS/IT organization approaches Choice of IS/IT organization IS/IT organization strategiesRequirements of S
CSU Sacramento - CTCH - 9
INTRODUCTION TO SENTENTIAL LOGIC1. IDENTIFYING AND TRANSLATING SIMPLE CLAIMS 2. IDENTIFYING AND TRANSLATING SENTENCE CONNECTIVES 3. TRANSLATING SIMPLE AND COMPLEX CLAIMS INTO SENTENTIAL LOGIC 4. TRANSLATING ARGUMENTS INTO SENTENTIAL LOGIC 5. USING T
CSU Sacramento - PHIL - 60
SYMBOLIC LOGIC: SENTENTIAL LOGIC CONDITIONAL PROOFS1. Assume the antecedent. 2. Show the consequent.#1 (Moore & Parker, # 1, p. 351)1. p q 2. p r3. p 4. q 5. rPremise Premise AssumptionTo show: p (q & r)1, 3 Modus Ponens 2, 3 Modus Ponen
CSU Sacramento - PHIL - 60
PREDICATE LOGIC SHOWING INVALIDITY AND THE SIZE OF THE UNIVERSE OF DISCOURSE To show any argument (form) to be INVALID all you need to do is to find one version of it that makes all the premises TRUE and the conclusion FALSE. That is, all it takes is
CSU Sacramento - KLUCASFALL - 08
Span 152, Civilization and Culture of Spain, 3 unitsInstructor and Course Information: Dr. Joseph A. Klucas, Professor of Spanish Span 152, Fall 2008, M 5:308:15 pm, MRP 2030, Sec 01, Class Number: 84292 Office, Mariposa 2033; Phone: 9162786652/Ema
CSU Sacramento - KLUCASFALL - 08
Span 42, Conversation in Spanish, 3 unitsInstructor and Course Information: Dr. Joseph A. Klucas, Professor of Spanish Span 42, Fall 2008, MWF 10:0010:50, EUR 102, Sec 01, Code: 84264 Office, Mariposa 2033; Phone: 9162786652/Email: klucasja@csus.ed
CSU Sacramento - KLUCASFALL - 08
Span 42 (Prof. Klucas) Guidelines for Oral PresentationsGeneral Guidelines for group and individual presentations: 1. Title: Write the topic of your group or individual presentation on the board. The format of the group presentations may vary: a gro
CSU Sacramento - INDIV - 130
Lecture Six Chapter 14Oral PresentationsPRESENTATION BASICS WHY ARE YOU GIVING PRESENTATION TO WHOM ARE YOU SPEAKING WHERE WILL PRESENTATION BE GIVEN WHEN WILL PRESENTATION BE GIVEN WHAT IS THE PURPOSEKNOW YOUR AUDIENCE Determine au
Pittsburgh - CWB - 7
Chris W. BonneauCurriculum Vitae April 2009ADDRESS: Department of Political Science University of Pittsburgh 4600 Posvar Hall Pittsburgh, PA 15260 (412)6487267 (office) (412)6487277 (fax) cwbonneau@gmail.comACADEMIC POSITIONS: August 2008 Associ
Pittsburgh - SUPER - 7
Using NRT'sDeep Breathing/relaxationsuccessNew behavior tipsPositive steps reinforcedyou moneyCessation will give self-esteemSunset
Pittsburgh - SUPER - 7
Work, Family, and Adult HealthJoseph G. Grzywacz, Ph.D.Department of Family and Community MedicineAbout the AuthorRanging from undergraduate degree in health promotion and wellness to my postdoctoral training in the "social ecology of hea
Pittsburgh - NSAST - 6
http:/www.post-gazette.com/pg/06364/750118-51.stmMuslim holy observance begins tomorrowMuslims to observe Eid ul-Adha, the festival of the sacrificeSaturday, December 30, 2006By Ervin Dyer, Pittsburgh Post-GazetteSarah Jameela Martin will r
Pittsburgh - SUPER - 7
Unit 5: Evaluating AssociationsUnit 5 Learning Objectives:1. Understand the concepts of "valid" and "causal" statistical associations. 1. Understand the possible explanations for statistical associations: - Chance - Bias - Confounding 1. Distingui
Pittsburgh - SUPER - 7
Potential Errors In Epidemiologic Studies IV. Confounding Dr. Sherine Shawky Understand the concept of confounding Recognize the methods to prevent confounding Know the methods to evaluate the impact of confoundingLearning ObjectivesPerforman
Pittsburgh - SUPER - 7
Deriving Biological Inferences From Epidemiologic StudiesDr. Mostafa ArafaAssociate Prof. of Family and Community medicineFaculty of Medicine & Medical Sciences .King Khaled University, S.Amostafaarafa@hotmail.comLearning ObjectivesTo learn
Pittsburgh - SUPER - 7
A source of Error in SelfReports of Pap Test Utilization Judith Pizarro, Tamera Schneider & Peter Salovey Yale University Health, Emotion, and Behavior Laboratory
Pittsburgh - SUPER - 7
In Vitro FertilizationHariom Yadav , Shalini Jain and Mukesh YadavFemale reproductive systemMale reproductive systemNormal FertilizationIVF: In vitro fertilizationIn vitro: in glassFertilization: Ova + SpermHormonal treatment Female H
Pittsburgh - SUPER - 7
Systolic Heart FailureEugene Yevstratov MDhttp:/www.ctsnet.org/home/eyevstratovDefinition Inability to pump an adequate volume of blood and/or to do so only from an abnormally elevated filling pressure,is that heart failure, can be caused
Pittsburgh - SUPER - 7
A systematic review of the prevalence of schizophreniaJohn McGrath Sukanta Saha Joy Welham David ChantSchizophrenia - the most common form of psychosis is characterised by disorders of cognition (eg paranoia), affect (mood), communication (though
Pittsburgh - CS - 1163
CS 1163 - Telecommunications- Fall 2004Instructor: Mr. Daniel P. Frederick Office: 214 Blackington Hall Office Hours: MWF 10:00-11:30, M 2:00-4:00 Office Phone: (814) 269-2925 E-mail: dpf7@pitt.edu Web Page: http:/www.pitt.edu/~dpf7 Required Textboo
Pittsburgh - MCS - 2
PERL Practical Extraction and Re Language portS ngths of PERL tre xible Fle tring functions (m atching, substituting, S re arranging, form atting) Easy to codeWe sse of PERL akne s xible Fle e s Not as fast as som language (Cor C +)Re quir
Pittsburgh - MCS - 2
Programming BasicsProgramming Basics Design Phase Coding MaintenanceProgramming Basics Design Phase write an algorithm choose the appropriate data structuresProgramming Basics What's an algorithm? A step by step list of instructions Ca
Pittsburgh - MCS - 2
S mI nte yste ractionsS mI nte yste ractionsctorie re s: ading conte nts Dire yste om ands S mC m s: le oving File de ting and mS mI nte yste ractionsctorie aka Folde s rs Dire ry ss' ctory Eve 'proce hasa working dire ctory iswhe you arew
Pittsburgh - SUPER - 7
Clinical and Epidemiological Aspects of Escherichia coli O157:H7 in Latin AmericaAlejandro Cravioto, M.D., Ph.D Rosario Morales, M.D., Ph.D Armando Navarro, B.Sc., M.Sc. Faculty of Medicine, UNAM Mexico CityDr. Alejandro Cravioto (b. Mexico City,
Pittsburgh - TEST - 2
2001|LIS|10004|ORGANIZATION OF INFORMATION|Y|1111111111|50.00|37.50|green.gif|red.gif|2216|LIS|18036|THE FILM PRESERVATION GUIDE: BASICS OF ARCHIVES LIBRARIES|Y|1111111111|N/A|N/A|green.gif|red.gif|2216|LIS|18036|CONSERVATION CONCERNS (P)|Y|1111111
Pittsburgh - SUPER - 7
Diagnosis IIDr. Brent E. Faught, Ph.D. Assistant Professor Faculty of Applied Health Sciences Brock University St.Catharines, ON, CanadaConditional ProbabilitiesGold Standard (D +) (D -) (T ) Clinical Test (T -)+True Positive False NegativeF
Pittsburgh - MCS - 2
#!/usr/bin/perl -wuse strict;use warnings;my ($number, $square, $mod3, $sqrt, $div7, $i);print "without format\n", "#"x50, "\n\n";print "Num \t Square \t Num/7 \t Mod3 \t Sqrt\n";for($i=1; $i<15; $i+){ $square = $i*2; $mod3 = $i%3;
Pittsburgh - SUPER - 7
SCIENTIFIC NETWORKING AND THE GLOBAL HEALTH SUPERCOURSE FOR THE PREVENTION OF THREAT FROM MAN MADE AND NATURAL DISASTERS August 810, 2005, Kaunas, LithuaniaINDICATIONS OF ZINC DEFICIENCY FOR LITHUANIAN POPULATION AND ITS GEOMEDICAL CONTROLMarij
Pittsburgh - SUPER - 7
Overview of Public Health SurveillanceDenise Koo, MD, MPH Epidemiology Program Office Centers for Disease Control and PreventionPublic Health ApproachRisk Factor Identification: What is the cause?Intervention Evaluation: What works?Imple
Pittsburgh - SUPER - 7
Listening and Responding: Learning Microskills for Helping People ChangeJ. Scott Yaruss, Ph.D., CCCSLPAssistant Professor, University of Pittsburgh Clinical Research Consultant, Children's Hospital of Pittsburgh CoDirector, Stuttering Center of Wes