PUR 3000 - Exam 3

Inverted Pyramid 

Parts of a Traditional Press Release

Letterhead 

Headline 

Dateline + city

Lead

Body 

Quotes 

Boilerplate - company “about us” paragraph

Contacts

Media Alert

Invitation to media to an event

Beyond the print news release, here are some other formats:

• Video news releases (VNRs)

• Radio news releases (RNRs) or Audio News Release (ANRs)

Reach

The total number of unique people who have seen a particular piece of content, such as a post on social media or an advertisement.

Impressions

The number of times a piece of content has been displayed, regardless of whether it was seen by a unique person or not. For example, if an advertisement is displayed 10 times on a webpage, this would be counted as ten impressions.

Engagement

Any type of interaction that someone has with a piece of content, such as liking, commenting, sharing, or clicking on a link. Engagement is often measured as a percentage of the total number of people who were reached or who saw the content.

Defamation

A statement that injures someone’s reputation. Remember, if the person is a public figure you have to prove actual malice.

• Slander: spoken communication

• Libel: written or recorded communication that can be reproduced and shared repeatedly.

Trademark and Copyright

Trademarks protect brands and logos while copyrights protect original creative works.

Crisis Groups

• Victim crisis: When publics see the organization as a victim, they assign minimal responsibility for the crisis to the organization.

• Accident crisis: Accidents happen. Industrial accidents, mechanical failures, or IT crashes could all be considered accidents.

• Preventable crisis: Preventable crises caused by mismanagement, illegal activity, or unethical action are the worst kind of crises for organizations.

Stages of a crisis:

• Early/potential

• Emerging

• Current/Crisis

• Dormant

Response Strategies

• Deny: efforts to absolve the organization of responsibility

• Diminish: acknowledging the existence of a crisis, but minimizing the organization’s responsibility for it or any bad intentions

• Rebuild: accepting responsibility and asking for forgiveness or understanding

• Reinforce: Bolstering - reminding people of all the good things your organization has done in the past

Low-Context Communication

Exchanges in which most of the meaning of messages is stated explicitly in the messages and requires little understanding of context.

High-Context Communication

Exchanges in which most of the meaning conveyed between people lies in the context of the communication or is internal to the communicators.