Media Relations 370 September 14

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Writing theory and in class assignment review for Journalism 370, Media Relations.

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Media Relations 370 September 14

  1. 1. JOURNALISM370SEPTEMBER 14, 2011
  2. 2. COMMUNICATIONTHEORY: BASICS
  3. 3. THE BASICS OFCOMMUNICATIONa. Sender/Organizationb. Message i. Contributes to organizational objective ii. Convincing to recipientsc. Channel i. Which medium is bestd. Receiver Publics, Stakeholders
  4. 4. THEORIES OFCOMMUNICATIONa. Media uses and gratifications i. Choose messages based on their needsb. Cognitive dissonance i. Reject messages that conflict with predispositionsc. Framing i. Focusing on attributes to generate maximum interest
  5. 5. THEORIES OFCOMMUNICATIONd. Diffusion and adoption i. Awareness, interest, trial, evaluation, adoptione. Hierarchy of needs i. Physiological, safety, social, ego,
  6. 6. COMMUNICATIONTHEORY: PERSUASION
  7. 7. FACTORS INPERSUASIVE WRITINGa. Audience analysis i. Channeling ii. Passive, inactive and active audiencesb. Source credibility i. Expertise, sincerity, charisma ii. Celebrity “transfer”c. Appeal to self-interest i. What does the audience want to know?
  8. 8. FACTORS INPERSUASIVE WRITINGd. Claritye. Timing and contextf. Symbols, slogans, acronyms i. Nike swoosh, “priceless,” NOW
  9. 9. FACTORS INPERSUASIVE WRITINGg. Semantics i. Word choice and framingh. Suggestion for action i. Tell them how to feasibly do something
  10. 10. COMMUNICATIONTHEORY: ARGUMENTS
  11. 11. CONTENT ANDSTRUCTUREa. Drama (Humanizing the issue)b. Statisticsc. Surveys and polls (Hop on the “bandwagon”)d. Examples to clarify and reinforcee. Testimonials to create source credibilityf. Endorsementsg. Emotional appeals i. Guilt, fear ii. Combine with logical arguments
  12. 12. COMMUNICATION THEORY:GETTING PEOPLE TO DOWHAT YOU WANT
  13. 13. PERSUASIVESPEAKINGa. Develop a pattern of “yes” answersb. Offer choice between this or thatc. Get a commitment to actiond. Ask for more; be prepared to settle for less
  14. 14. ETHICAL STUFF ABOUTWHICH TO THINKa.  Propaganda:“…the deliberate and systematic attempt to shapeperceptions, manipulate cognitions, shape perceptions,manipulate cognitions, and direct behavior to achieve aresponse and direct behavior to achieve a response thatfurthers the desired intent of the that furthers the desiredintent of the propagandist.”
  15. 15. ETHICAL TOPICS TOAVOIDa. Falsehoodsb. Specious reasoningc. Misrepresentationd. Diverting scrutinye. Unlinked emotional appeals
  16. 16. ETHICAL TOPICS TOAVOIDf. Concealing their purposeg. Misrepresenting consequencesh. Unsupported emotional appealsi. Oversimplificationj. Unjustified certaintyk. Advocating something they don’tbelieve in
  17. 17. LET’S TALK ABOUT ABANK ROBBERY
  18. 18. GENERAL THOUGHTS•  Circles are passive voice or jargon.•  Everyone had passive voice errors.•  These are easy to correct. •  Watch the word “by.” •  Watch any form of “to be.” •  Remember subject verb object.
  19. 19. QUESTIONS TOCONSIDER: DID WE NEEDTHE TELLER’S NAME?
  20. 20. QUESTIONS TO CONSIDER:DID WE NEED CLOTHINGDESCRIPTION?
  21. 21. QUESTIONS TOCONSIDER: DID WE NEEDTHE TELLER’S NAME?
  22. 22. QUESTIONS TO CONSIDER:DID WE NEED TO SAYNOBODY GOT HURT?
  23. 23. QUESTIONS TO CONSIDER: WHATIS THE MOST IMPORTANT PARTOF THE STORY?
  24. 24. THINGS TO THINKABOUT•  Avoid being cute with your writing, at least when talking about a serious subject matter.•  Commas are your friend.•  Space out your paragraphs.•  Remember the notes I talked about in class. I mentioned them for a reason.

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