1 comm 337: agenda. writing plagiarism ap style finding the focus public communication ...
TRANSCRIPT
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COMM 337: Agenda
Writing Plagiarism AP Style Finding the focus
Public Communication Socialization to PR Media theories
Framing Agenda setting Diffusion of
innovations Persuasion Media relations New media Speechwriting
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COMM 337 – Agenda setting
What is agenda setting?Who sets the agenda?
How?
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COMM 337 – Diffusion theory
What is diffusion?
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COMM 337 – Diffusion theory
What is diffusion? Relative advantage Compatibility Complexity Trialability Observability
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COMM 337 – Diffusion theory
Keurig coffee systemAndroid smart phoneMetric systemiPad
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COMM 337: Focus
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COMM 337
Finding focus Sounds easy, but a continuous struggle. We must know what news is. We must know our audience.
i.e. quotes; unnamed sources
Lack of focus Sign of cluttered thinking. Sign of stenography.
How not to summarize a speech.
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COMM 337
Journalists are good at this. Focus answers the question “So
What?” Or, “Why is this important?” “What is most unusual or newsworthy?” Always ask yourself: “What is most
interesting about this information?” Think of your audience.
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COMM 337
Focus changes depending on: Who we represent. Our audience. Timeliness of the information. Among other things …
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COMM 337 Four facts
Today the Nobel Prize in economics was announced.
An American University professor, John Smith, won the prize.
He studies the stock market and proposes investors should band together to fire CEOs.
He said last month the Nobel Prize was “worthless” (and now he has won it).
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COMM 337 Imagine you are writing the press release
for American University. What is your focus?
Today the Nobel Prize in economics was announced.
An American University professor, John Smith, won the prize.
He studies the stock market and proposes investors should band together to fire CEOs
He said last month the prize was “worthless.”
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COMM 337
For the American University press office. Proximity (It’s American University!) Timeliness (It happened today!)
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COMM 337
For the American University press office. Proximity (It’s American University!) Timeliness (It happened today!)
An professor at American University was awarded the Nobel Prize in economics today.
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COMM 337
Rewrite the lead for a press release three months later.
An economics professor at American University was awarded the Nobel Prize in economics today.
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COMM 337
Rewrite the lead for a press release three months later.
An economics professor at American University has been awarded the Nobel Prize in economics.
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COMM 337 Imagine you are writing the press release
for U.S. Chamber of Commerce. What is your focus?
Today the Nobel Prize in economics was announced.
An American University professor, John Smith, won the prize.
He studies the stock market and proposes investors should band together to fire CEOs
He said last month the prize was “worthless.”
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COMM 337
For the U.S. Chamber of Commerce. He studies the stock market and
proposes investors should band together to fire CEOs.
Timeliness (It happened today!)
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COMM 337 For the U.S. Chamber of Commerce.
He studies the stock market and proposes investors should band together to fire CEOs.
Timeliness (It happened today!)
A scholar who proposes firing all CEOs was awarded the Nobel Prize in economics today.
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COMM 337
For The New York Times. He said last month the prize was
“worthless.” Timeliness
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COMM 337 For The New York Times.
He said last month the prize was “worthless.”
Timeliness
A scholar who said last month the Nobel Prize in economics was “worthless” today won the prize.
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COMM 337 For an association of economists.
The Nobel Prize in economics was given today to an economist whose research urges greater activism in stockholders.
Focusing on the research
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COMM 337: Publics
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COMM 337 What is the focus of the assignment?
Draft a lead. Consider the press conference. Tell me
an audience you might appeal to, and how you would appeal to them.
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End