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PR Final part 4

Info on final section 2, 3 and 4 (Section 2T, 3A and 4A).

TermDefinition
Purpose of speeches To deliver and explain a main point to a live audience; usually a scripted monologue
Audience of speeches Often a group that has something the speaker needs; a group with a shared interest.
Speeches are usually delivered by someone else True; the speeches you write are usually delivered by a different person; your script must sound like the speaker at their best, not you at your best. Consider their communication abilities
Media for speeches Can be paper or a display screen; example is a teleprompter. Speeches can be scrollable documents on laptops or outline on a notecard; also the speaker!
Key to success of speeches Effective speeches are short, well-organized and focused on the audience's self-interest.
Format/design of speeches part one Must be easy to read, double spacing (or more) between the lines, type only on upper 2/3rds of the page. Number the pages in upper right corner, if on paper. Put -more- at bottom of appropriate pages if paper and -end- at the end of the speech
Format/design of speeches part two No staples (if paper), often bound in 3 ring binder. Highlight visual aids (relevant passages), note where each new slide occurs. Put "stage directions" in brackets in capital letters. Avoid page breaks mid sentence.
Content and organization of speeches Begin by analyzing five things: 1. The purpose 2. The audience (what do they want/self interests?) 3. The speaker (write their speech, not yours) 4. The time frame (length) 5. The setting
Organization of a speech Almost all speeches have an intro, a body and a conclusion. Most have a what and a why, some also include a how that delivers a call to action.
The three-part "what" speech of organization definition You use the "what" of the speech when the what is more important than the why, that is the announcement is more important than the explanation or the justification of the news
The three-part "what" speech of organization parts 1. Introduction (builds to main point) 2. Body (expands on main point (who, what, when, where, why, how) 3. Conclusion (reiterates the main point and adds a dramatic spin)
One effective variation of the "what" organizational strategy is... to create a "theme" speech, in which a strong theme is announced in the introduction, along with the "what." The theme is intertwined throughout the elaboration
The five-part "why" speech of organization definition: Use this when the "why" is just as important as the "what." Use the why when you want an audience to understand why something has happened or will happen. Use it when your point involves bad news
The five-part "why" speech of organization parts part one: 1. Intro (brief; does not include main point, just a greeting) 2. Explanation (covers points that explain/justify the main point; cause-effect reasoning. Delivers cause for upcoming effect, the main point.) justifies the main point
The five-part "why" speech of organization parts part two: 3. Main point (the main point is brief and is logically built up to) 4. Remarks (explanation of main point, what it means to audience, who what when where (why is covered earlier)) 5. Conclusion (concise and usually dramatic/appeal to emotions)
Content of speeches Speeches can have a "how" that describes how audience members might respond to a call to action.
Write for the ear, not for the eye True; audience members can't scan back up the page or hit rewind to clarify meaning. So be sure to be clear.
Components of writing for the ear, not the eye - clear beginning, middle and end - strong transitions - short sentences - don't use big words (unpretentious words) - use broadcast style - only 2 or 3 key ideas
Extra "ear writing" tips: Avoid technical terms unless you're sure of the meaning/that your audience knows the meaning, spell out big numbers phonetically.
Speech final tips part one - Create a title to help speech stay focused - Think twice about jokes - Consider an opening hook - Be specific -Create images with words
Speech final tips part two: -Stay focused on audience's self-interest - Consider multimedia (visual aids) - Act out the speech before giving it to the speaker - Encourage speaker to rehearse the speech - Have more than 1 copy of speech - Study the location b4 the speech
Purpose of social media advertising To build financially beneficial relationships with individual consumers (persuading them to follow an org's social media posts or click on certain pages on an org's website)
Youtube remains the most vital social medium True; 73% of U.S. adults reported usage, followed by facebook (69%). Instagram (37%), Pinterest (28%), LinkedIn (27%), Snapchat (24%), Twitter, whatsapp, and reddit.
The website Social Media Examiner surveyed 5,000-plus marketing professionals in the US and found... 1. 72% org's advertise on facebook; 59% want to increase FB ads 2. 38% org's advertise on Instagram; 55% want to increase Insta ads 3. 14% org's advertise on LinkedIn; 35% want to increase ads 4. 12% org's advertise on Youtube; 40% want to increase ads
Worldwide spending on social media advertising has surged past print advertising in 2019 True.
Platform advertising requirements Each social media app has advertising-guidance sections; they can help you refine a social media ad and each can lead you through the specific requirements for each medium.
A good resource is... Sprout Social's "Always up to date guide on social media image sizes."
Ad-blocking programs A threat to many forms of digital advertising; these can prevent the appearance of ads on individual user's websites; 1/3rd of internet users have installed ad-blocking programs. Despite this, over 90% of Americans 18-29 use social media.
Marketing The process of researching, creating, refining, promoting and distributing a product. Strategic writers participate in every stage of marketing.
Sales When you directly ask consumers to buy a product; done interactively (face-to-face) or through a website; any method that allows consumers to respond
Multimedia product literature salespeople often use multimedia presentations, brochures and other written material to help explain and promote the product. People who prepare these materials are called sales support.
The sales force and the marketing team (plus product literature, ads, social media posts and all marketing communications), should focus on the same strategic message True; sometimes tension exists between an org's sales force and marketing team. This helps them stay on track.
An integrated, strategic message for a product provides a consistent and beneficial image for a product True; that clear image leads to sales.
Marketing efforts are product-oriented. They can include: Advertising, some parts of public relations and business communication. These divisions mean the lines can blur among the disciplines.
Marketing communications plan The important document that specifies the components of a strategic plan to promote a product; can include tactics from PR, advertising and other disciplines.
Touchpoints Part of marketing communication; moments when a possible customer comes into contact with some aspect of your product; it can be planned.
Successful strategic writers are cross-trained True; they should be ready to tackle any situation that requires the power of good writing to achieve a goal.
Strategic message planners and creative briefs can be useful for sales and marketing documents True; additionally, for all sales and marketing documents, do your research!
Created by: FaithMcBaith
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