Deck 15: Writing for Organizational Media

Question 1

Public relations is a complement to journalism. How?

Answer 1

It is a system of delivering newsworthy information to readers, listeners and viewers

Question 2

Public relations goes beyond a journalistic role. In what way?

Answer 2

Public relations is a strategic process that involves research, planning, decision making and pr,oblem solving, to help an organization create a mutually beneficial relationship with its publics using many communications tools,

Question 3

How does an organization engaging in public relations address issues?

Answer 3

It identifies the issues it faces and the publics important to resolving the issue; it considers what is to be done and said to enhance relationships with key publics; it frames and presents its message with clarity, precision and integrity,

Question 4

Match the public relations activity with its description.
-Customer relations

A) Implementation of activities by which organization takes message to its publics.
B) Developing relationships between organization and those involved in public policy issues.
C) Development, investor relations, fundraising.
D) Readiness to deal with emergency public relations situation.
E) Attempts to develop beneficial relationship with people who use product or service.
F) Seeks positive relationship with neighborhood, environs.
G) Aids development of organizational relations.

Question 5

Match the public relations activity with its description.
-Financial relations

A) Implementation of activities by which organization takes message to its publics.
B) Developing relationships between organization and those involved in public policy issues.
C) Development, investor relations, fundraising.
D) Readiness to deal with emergency public relations situation.
E) Attempts to develop beneficial relationship with people who use product or service.
F) Seeks positive relationship with neighborhood, environs.
G) Aids development of organizational relations.

Question 6

Match the public relations activity with its description.
-Internal relations

A) Implementation of activities by which organization takes message to its publics.
B) Developing relationships between organization and those involved in public policy issues.
C) Development, investor relations, fundraising.
D) Readiness to deal with emergency public relations situation.
E) Attempts to develop beneficial relationship with people who use product or service.
F) Seeks positive relationship with neighborhood, environs.
G) Aids development of organizational relations.

Question 7

Match the public relations activity with its description.
-Events management

A) Implementation of activities by which organization takes message to its publics.
B) Developing relationships between organization and those involved in public policy issues.
C) Development, investor relations, fundraising.
D) Readiness to deal with emergency public relations situation.
E) Attempts to develop beneficial relationship with people who use product or service.
F) Seeks positive relationship with neighborhood, environs.
G) Aids development of organizational relations.

Question 8

Match the public relations activity with its description.
-Community relations

A) Implementation of activities by which organization takes message to its publics.
B) Developing relationships between organization and those involved in public policy issues.
C) Development, investor relations, fundraising.
D) Readiness to deal with emergency public relations situation.
E) Attempts to develop beneficial relationship with people who use product or service.
F) Seeks positive relationship with neighborhood, environs.
G) Aids development of organizational relations.

Question 9

Match the public relations activity with its description.
-Public affairs

A) Implementation of activities by which organization takes message to its publics.
B) Developing relationships between organization and those involved in public policy issues.
C) Development, investor relations, fundraising.
D) Readiness to deal with emergency public relations situation.
E) Attempts to develop beneficial relationship with people who use product or service.
F) Seeks positive relationship with neighborhood, environs.
G) Aids development of organizational relations.

Question 10

Match the public relations activity with its description.
-Crisis communication

A) Implementation of activities by which organization takes message to its publics.
B) Developing relationships between organization and those involved in public policy issues.
C) Development, investor relations, fundraising.
D) Readiness to deal with emergency public relations situation.
E) Attempts to develop beneficial relationship with people who use product or service.
F) Seeks positive relationship with neighborhood, environs.
G) Aids development of organizational relations.

Question 11

Differentiate between advertising, marketing and integrated communication.

Question 12

Differentiate between publics, markets and audiences.

Question 13

What is a planning sheet and why is it useful?

Question 14

What are the major component parts of a planning sheet?

Question 15

What are the organizational media outlets to disseminate a public relations message? What do they provide?

Question 16

For what purpose are brochures and fliers used by businesses and organizations?

Question 17

Fliers and brochures are referred to as controlled media because the organization determines message content and its presentation, timing, duration, repetition and dissemination.

Question 18

Differentiate between fliers and brochures:

Question 19

There are two keys to writing for both fliers and brochures. They are?

Question 20

What are some of the guidelines for designing effective fliers?

Question 21

What are some general guidelines for effective brochure design?

Question 22

Computer software programs have made the design of fliers, brochures and newsletters much easier because they surpass the so-called "human touch" in terms of layout, design and appeal.

Question 23

What is a newsletter?

Question 24

Effective newsletters focus on the publication's benefit to readers and its contents are best determined by the interests of its readers. Once top-down communication vehicles, today's organizational newsletters are a more open communications medium for once-passive receivers of information.

Question 25

Newsletter writing is concise and crisp, with a style that is informal, not chatty. Writers need to maintain credibility with their readers, avoiding anything subservient to management or overtly promotional.

Question 26

The Web offers public relations writers with many opportunities, particularly in nurturing relationships directly with their publics rather than indirectly through the news media.

Question 27

How do public relations professionals use online venues?

Question 28

What are some tips for effective online writing style for public relations purposes?

Question 29

Your text says emerging communication technology is a "mixed blessing" for public relations professionals. How so? Explain in 100 words.