COM 327 Exam 2
Terms
undefined, object
copy deck
- Local news serves community, but is strained _________.
- financially
- ________ news staffs more likely to use PR material.
- Skeletal
- advantages of using broadcast media
-
Power to influence opinions and attitudes of audience.
Credibility.
Large reach.
Dramatic impact.
Personal connection with viewers.
- Basic methods through which PR writer can reach broadcast audiences
-
News releases.
Interviews and talk shows.
Video news releases.
Radio actualities and television tapes.
Public service announcements.
Institutional advertising: image ads, advertorials - Organization-produced videos featuring new product, service, technology, process
- VNRs
- 75% of TV stations use them, although criticized as too commercial or lacking disclosure of sponsor
- VNR
-
Distributed by film or video production companies via satellite into TV newsrooms.
- VNRs
- a first-hand account on tape of a news event
- radio actualities and tv tapes
- Issue or event announcement by not-for-profit organization
- public service announcement
- narrative description of message and image of video
- script
- Key to television and radio news writing
- Must write for the eye as well as the ear
- – informal narrative account of TV spot
- script treatment
- sharpen images needed by director to produce spot
- shooting script
- polished version with essential directions sent with taped spot to stations that will run it
- accomplished script
- Send package to news director at broadcast station that include
-
Taped TV spot.
Cover letter.
Frequency/timing report form.
Accompanying script.
Storyboard: optional.
- TV spots that focuses on story, not character
- slice of life
- type of tv spot
- talking head
- lengths of writing for radio
- :10, :20, :30, :60
-
Read by station announcer.
No sound effects or music bed.
Often written in series with a theme - spot announcement
-
Produced by originating agency.
Ready to be played by station.
May include sound effects, dialogue, announcer talking, script directions.
- as-recorded spots
- ad represents view of sponsoring “institution,†or organization
- institutional advertising
-
Example: Consortium of health care providers run a full-page ad in Sunday New York Times to encourage consumers to get vaccinated against H1N1 to protect themselves and community against flu.
- not-for-profit institutional ad
- Reinforce reputation of company: people, policies, commitment to community
- corporate image ad
- Company advocates definite view on socio-political-economic issue
- issue ads, advertorials
- print ad components
- headline, visuals, body copy
- Disclosure of financial performance and other investment information of a publicly traded corporation
- financial relations/investor relations
- Corporation must disseminate publicly and in a timely fashion all “material†information
- overriding SEC rules
- SEC-required shareholder information
-
Quarterly reports.
Earnings releases.
10-K reports (marketing version of annual report optional, but all companies publish).
Statistical supplements.
Proxy statements in connection with annual shareholders’ meeting -
Securities analyst meetings.
Analyst conference calls.
CFO one-on-one media interviews.
CFO media tours - common financial communications strategies
- Write and disseminate earnings releases and all financial reports
- role of PR professionals responsible for financial relations
- coordinate annual stockholder meetings
- Role of PR professional responsible for Financial Relations
- Coordinate analyst meetings and conference calls
- Role of PR professional responsible for Financial Relations
- Manage media relations for CFO
- Role of PR professional responsible for Financial Relations
-
Internal departments with which PR/FR professional works:
Always:
-
Finance
Legal.
Human resources.
CEO, CFO, other senior management at corporate headquarters and divisions at global and national levels.
-
Internal departments with which PR/FR professional works (cont’d):
Sometimes -
Operations.
Strategic planning.
Marketing.
Separate IR department.
Government relations.
Public affairs.
- The single most important corporate channel for communicating with shareholders
- Annual reports
- Vehicle for promoting social responsibility message
- Annual reports
- More emphasis on transparency since ‘02 passage of Sarbanes-Oxley Act
- annual reports
- management tool for judging past year’s performance and forecasting future performance; discussion of what drives company value
- annual report
- major concerns of annual reports
- people, products, profits
- report on and interpret progress made by organization in terms of economic, environmental, and social impact
- ssocial responsibility report
- types of information pieces
-
Brochures.
Flyers.
Posters.
Hybrids - _____ copy best for brochures
- Short
-
Announce special events: plays, exhibitions, sports events, political rallies.
- posters
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Types: large-format booklets, paycheck stuffers, statement inserts, pocket “Facts & Figures.â€
- hybrids