Writing for Mass Media Final Exam Review Notes

Target Audience

Communication should be one-to-one, focusing on individual connections and a narrower focus of the general public.

Audience Centric

Content should prioritize what benefits the consumer, considering their needs and wants.

Demographics/Psychographics

Understanding audience characteristics is crucial; this defines the target audience.

Platforms

Different platforms have unique characteristics and formatting requirements. Become a 'native' to that format so your content does not stick out.

Content Types

Content can be Informative, Persuasive, or Entertaining; often it is a mix of all three.

Federal Communications Commission (FCC)

An independent agency of the U.S. government responsible for regulating interstate and international communications by radio, television, wire, satellite, and cable.

Federal Trade Commission (FTC)

A federal agency tasked with protecting consumers and promoting competition by preventing anticompetitive, deceptive, and unfair business practices.

Press Release

A formal announcement to the media; the audience is the press.

Advertising/PSA

Paid advertising allows you to choose where and when it runs; Public Service Announcements (PSAs) do not offer such choices.

Blogs

Regularly updated online content, owned by organizations, reflecting their brand voice and message effectively.

Social Media

Utilizing social platforms for communication; allows for real-time engagement with the audience and quick content promotion.

Fact Sheet

Concise, factual information offering a quick overview of the company.

Cover Letter

An accompanying document for proposals or submissions, explaining who you are, why you’re there, and why you should be paid attention to.

Research

Conduct competitive analysis and audience analysis to tailor content effectively based on demographics and psychographics.

Copy Platform

A document outlining the strategy for creating marketing messages, helping to organize all research.

FOCII

An ethical guideline for journalism consisting of Fairness, Objectivity, Completeness, Independence, and Impartiality.

AIDA

A marketing model outlining the steps for effective advertising: Attention, Interest, Desire, Action.

Creative Pyramid

A framework used in advertising similar to AIDA but adds 'C' for Credibility, structuring the message from broad awareness to building belief.

Long Shot (LS)

A camera shot type that captures a wide view of the scene, showing subjects from a distance.

CG

Computer Graphics—images or animations created using a computer.

SFX

Sound Effects—audio elements added to enhance media production.

Sound Bites

Short audio clips extracted from interviews or speeches.

VO/SOT

Voice-Over/Sound On Tape—VO is narration over footage, while SOT is an excerpt from an interview.

Package/Standup

A package is a self-contained news story, while a standup is when a reporter presents information directly on camera.

Hyphenate

Using phonetic spelling in scripts to ensure correct pronunciation.

TV Script

A format using two columns: one for video cues, the other for corresponding audio.

Radio Script

A format using block text for audio content.

Online News (3-2-2-1)

An SEO technique involving 3 subheadings, 2 internal links, 2 external links, and 1 web exclusive content.

Medium Shot (MS)

A camera shot type that frames the subject from the waist up, providing a balance between the subject and the surroundings.

Close-Up (CU)

A camera shot type that tightly frames a subject, often highlighting details such as a person's face or an object.