chpt 12,13,14

chpt 12,13,14 - Broadcast Media, PR Writing, and...

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Broadcast Media, PR Writing, and Advertising
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Writing for radio and television Basic writing skills Concise, clear, and simple Differences What it requires from audience Look beyond written word
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What you will learn How print and broadcast writing are alike and how they are different Qualities of effective broadcast writing Basic writing techniques for radio and television
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Medium Changes the Style Sounds, visuals, and voices Attract audience attention Add depth to the report Appeal to senses “Packages”
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Similarities Focus audience’s attention on news values Clarity Accuracy Short, brief, direct
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Similarities cont. The writing process News values- timeliness Clear, concise writing Research
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Differences Deadlines Writing Structure- slight variation of inverted pyramid style Style Format
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Differences in Practice Leads and structure Writing for the ear Broadcast leads- short, written in present or future tense, catchy
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Broadcast Structure Three-part Context- why the story’s being written Explanation- more information Effect-impact, look to future
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Writing Guidelines Use present tense in lead and throughout story Avoid strange names or little-known people Avoid tongue twisters Use action verbs Use quotes sparingly Punctuation Avoid long introductory clauses
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Guidelines Cont. Avoid separating subjects and verbs Break up lengthy series of modifiers and adjectives Avoid negatives
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Broadcast Formats See book p. 317 and 304
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Public Relations Writing Writing single most important skill Communication information about your organization to targeted audiences Identify audiences, research, plan, evaluate
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You will learn Good PR writing Audiences called publics Communication tools Media as a public Methods of reaching audiences
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What is PR Management of communication between an organization and its publics Builds and maintains good relationships All kinds of organization
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PR Tools News releases Feature releases Media kits Direct mail letters Brochures Web sites Face-to-face contact Audiovisual presentations Specialized publications Video and audio news releases PSAs Blogs Image Advertising
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This note was uploaded on 04/30/2008 for the course JOU 3372 taught by Professor Mrs.sills during the Spring '08 term at Baylor.

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chpt 12,13,14 - Broadcast Media, PR Writing, and...

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