Exam 2 - Traditional Mass Media

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10 Terms

1
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Edelman Trust Barometer 2021 results

Traditional Media (56%)

Owned Media (41%)

Social Media (35%)

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Earned mass media is mostly communicated through…

News releases & media kits, followed by radio & TV

*Reporters and editors spend most of their time processing information, not gathering it

3
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Reporters and editors spend most of their time _____ information, not _____ it

Processing; gathering

4
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Media advisories

Inform journalists of upcoming events

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Media tours

Company execs schedule back to back interviews w/ journalists, editors, broadcasters

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Gatekeepers

Journalists and editors; Decides which press releases, pitches, or stories get published, aired, or discarded

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Press Release

Pseudo-news story, written in third person, that seeks to demonstrate to an editor or reporter the newsworthiness of a particular person, event, service or product

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All news stories are developed around a _____

Focus

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Format for a news story (4)

Headline → Lead → Body → Ending

<p>Headline → Lead → Body → Ending</p>
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11 Parts of a News/Press Release

Letterhead:

  1. Logo

  2. Contact Info


  1. Release Date

  2. Headline

  3. Subheading/“Deck”


  1. Dateline [City, State, Date]

  2. First Paragraph

  1. Body Paragraphs


  1. Boiler Plate (About Us)

  2. End Notation (signals to editors they've reached the end of the press release)

  3. Final Note (For more information…)


<p>Letterhead:</p><ol><li><p>Logo</p></li><li><p>Contact Info</p></li></ol><p></p><ol start="3"><li><p>Release Date</p></li><li><p>Headline</p></li><li><p>Subheading/“Deck”</p></li></ol><p></p><ol start="6"><li><p>Dateline [City, State, Date]</p></li><li><p>First Paragraph</p></li></ol><ol start="8"><li><p>Body Paragraphs</p></li></ol><p></p><ol start="9"><li><p>Boiler Plate (About Us)</p></li><li><p>End Notation (signals to editors they've reached the end of the press release)</p></li><li><p>Final Note (For more information…)</p></li></ol><p></p>