Module 2 Principles of Speech and Communications

Mass Communication

The large scale sending of a message to a large number of receivers

Uses of Mass Communication

information sharing, entertainment, sensationalization, and mobilization

Benefits of Mass Communication

Uniformity of a message and fact checking

Downsides of Mass Communication

spread of fake news and biased news, and surveillance of the sender and receiver

five ways to identify Fake News

1. Check the source 2. Check the content 3. Check the date 4. is it satire? 5. Consult experts

Media

the channel used to share a message

Mediated Medium

any channel that is assisted by technology to share a message

Mobilization

organizing large groups of people during times of crisis or need

Sensationalization

putting forward the most captivating information to try to excite receivers

Traditional Media

any form of mass communication that isn't digital

Uses of Traditional Media

provides entertainment, education, and information

The Fourth Estate

the media, that has large social influence on political events but isn't a part of the government

Evolution of Traditional Media

printing press to radio to television

Ethical Obligations of Traditional Media

truthful reporting, minimizing harm, and transparency

Arguments against Traditional Media

slow speed, and lack of accuracy when a story is wrong

Convergent Media

the intersection of traditional and digital media

Retraction

withdrawal; cancellation of a statement

Public Relations

the professional management of a good public image

Differences between PR and Advertising

Advertising focuses on selling a product. Pr is focused on making you think positive about a brand or product

"The Public"

those that are aware of, affected by, or influenced by a PR action

Public Relations Best Practices

Effectively deliver news, Promote a brand or product, Knowing when and how to apologize

Ethical Obligations of PR

Always be truthful, two wrongs don't make a right

Crisis Communication

a brands attempt to tell its public about a problem its facing

Crisis

any large issue that could do serious or irreparable damage to a brand and its image

Steps in Crisis Communication

Establish who's in charge during a crisis, Keep tabs on what's happening, Prepare for a future crisis

Marketing

the umbrella over every effort that a business or organization takes to be successful

Difference between Marketing and Advertising

Advertising is a step of marketing

Ethical Obligations of Marketing

Be Truthful, Forthcoming, and Responsible

Identifying an Audience For Advertising

Ask: What is the need? How can I meet it? Can I change my approach to meet it better?

Target Audience

the group of people with a problem you can solve

4 P's to sell a product

Product, Promotion, Price, Place

steps to identifying the target audience of mass communication

1. Understand the brand you have established and want to broadcast to your audience 2. Look at your specific message

Brand

social media, the specific kind of content and persona a profile uses to reach their target audience

Steps for a mass communicator to reach their target audience

1. Identify the most effective platform for your message

2. Identify the most effective communication method for that platform

3. Adapt your message to fit the channel your audience responds to best

mass communicators ethical obligations TO their target audience

1. Be truthful

2. Be open

3. Be conscientious

Being conscientious

wanting to take actions that will help your audience without harming others

Ethical obligations of mass communicator to those OUTSIDE their target audience

1. Be Polite

2. Be mindful (think of the impact your messages can have)

3. Be inclusive

the FCC

Federal Communications Commission

The role the FCC plays in Ethics in television

they ensure that new technology can grow and be used well without harming diversity

Diversity

Large amounts of differing ideas, content, and producers from different backgrounds who create content without discrimination