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essentials of marketing communications

Questions and Answers of Essentials Of Marketing Communications

=+• describe the creative and business roles in advertising;
=+• define advertising;
=+ How did it feel to have your work critiqued?
=+i. Have a peer read the article and provide feedback.
=+h. Look at it again for spelling and grammar.
=+g. Go through it again for paragraph length.
=+f. Go through it again for sentence length. Are there any long, cumbersome sentences?
=+e. Go through the article for word choice. Are the words strong, appropriate, and truthful?
=+ How are many in passive voice?(Hint: Microsoft Word will tell you what percentage of your article is in passive voice.)Writing for Public Relations 255
=+d. Go through the article to check the use of active voice. How many sentences are in active voice?
=+c. After you have written the article, run a readability test using your word processor or a website.
=+b. Write the article (about five paragraphs). Create a simple mind map if you need to.
=+a short biographical article for this publication.
=+a. Interview a classmate to get the information you need to write
=+of public relations, and what they want to do with their degree. The intended audience is fellow students.
=+ where they come from, any past education, their favourite part
=+and online publication that provides short biographies of each student, telling who they are,
=+3. Imagine that the Public Relations Department at your school produces a print
=+• Is it persuasive? Defend your answer.
=+• Is the tone professional and respectful? Explain.
=+• Is the opinion supported with good evidence?
=+• Does the op-ed state a position early in the piece?
=+is written according to the best writing practices outlined in this chapter.Consider the following criteria in your assessment:
=+Note the topic of the op-ed and the writer. Evaluate whether the op-ed
=+the articles that appear here. Find an article from the editor. Find the letters to the editor and find an op-ed.
=+2. Pick up a copy of a major daily newspaper. Look for the opinion pages and note
=+• Does the media room appear to be maintained and updated regularly?
=+• Are there photos and logos?
=+• What other types of documents are available here?
=+• Do the news releases include a contact name?
=+• How current are the news releases?
=+254 Fundamentals of Public Relations and Marketing Communications in Canada Imagine you are a journalist and evaluate the usefulness of the media room.
=+Go to the corresponding website and enter the media room (also called a press room).
=+1. Think of your favourite company, brand, product, service, or organization.
=+6. Propose how you will integrate ethical considerations into your writing.
=+5. Predict how it may feel to have your writing critiqued during the approval and/or feedback process. How might you handle criticism?
=+4. Assess what some of your biggest strengths are and what your challenges will be with regard to producing good pieces of public relations writing.
=+3. Which formats are used in public relations writing and which do you think you will enjoy writing the most? Explain your answer.
=+2. Explain some guidelines for good public relations writing.
=+organizing information is different from other ways of organizing information that you have used in the past.
=+Describe how the inverted pyramid method of
=+1. What is public relations writing?
=+ Is it helpful to the audience and not harmful to another person, company, or organization?
=+S—socially responsible. Does this message serve the public interest?
=+any way or selected them based on some predisposed vulnerability?
=+ Have I exploited the receivers in
=+Are the senders and receivers on a level playing field with regard to this message?
=+E—equity of the appeal. Have I communicated fairly and justly? Is the audience properly informed by this message?
=+ Does my message help them make responsible decisions for their lives?
=+or have I simply pandered to their base inclinations?
=+Have I appealed to the audience’s higher good,
=+Have I given the audience enough information to make an informed decision?
=+R—respect for the audience. Is the message written in such a way that the target audience can understand it?
=+A—authenticity of the writer. Can I stand by the information, both personally and professionally?
=+T—truthfulness of the message. Is the message accurate and complete? Am I creating a truthful, and not false, impression?
=+What can we do as writers to avoid the temptation to inflate?
=+How can we be free of pontifications, jargon, clutter, redundancy, and repetition?
=+• Is this the right message for this audience at this time, or does this message need to be altered or changed in any way?
=+• What specific behaviour, attitude, or action of theirs am I trying to influence?
=+• What do I want them to know, think, or do as a result of being exposed to this message?
=+• How do they feel about my organization?
=+• What might they want or expect from my organization and from this particular message?
=+How do they think? What are their needs and desires?
=+• Who is the audience I am trying to reach with this message? Where are they?
=+• What do I think my message is?
=+• understand the ethical considerations in public relations writing.
=+• analyze the writing formats that public relations practitioners use; and
=+• describe the writing process and the hallmarks of good public relations writing;
=+• describe the goals and purposes of public relations writing;
=+• explain how public relations writing is different from other kinds of writing;
=+5. In groups or as individuals, interview a PR/communications agency to determine the salient points that agency uses when creating communications plans.Present your findings to the class and
=+effectiveness of the improved recycling program. Rationalize your choices for each selection.
=+determine the types of evaluation metrics that must be built into the communications plan to measure the
=+4. Using the mini case study identified in Activity 3,
=+Give an example of the type of service (objective), then determine an effective strategy for that program and identify at least three tactics to implement that strategy.
=+3. The mayor and council of your municipality have passed legislation to improve recycling services throughout that electoral district.
=+that would be used in a communications plan for developing a new degree or program in communications. Rationalize your choices for each stakeholder.
=+2. Using your educational institution, identify the top five primary audiences
=+group should discuss the differences and similarities between each and determine why the differences exist. Rate each plan in terms of audience analysis, the RACE formula, issues management, and
=+1. In groups of three, search online for two to three communications plans. Each
=+5. What dangers can compromise the effectiveness of a communications plan?
=+4. What are the critical sections headings of a communications plan prepared by a PR agency?
=+3. What is audience analysis and why is it important?
=+2. What is the purpose of a risks summary? List some examples of internal and external risks.
=+h. Write blog entry on new product launch party.
=+g. Use blog to show authority, build trust, and obtain feedback.
=+f. Provide value to customers.
=+e. Book presentation with Chamber of Commerce on email scams.
=+d. Increase trust from customers by 75 per cent by December 20XX.
=+c. Reduce our ecological footprint.
=+b. Reduce paper consumption by 5 per cent during second quarter.
=+a. Obtain stakeholder feedback during the campaign.
=+1. Label each statement as a goal, SMART objective, strategy or tactic.
=+• What can compromise campaign success?
=+• Are there tactics not attached to any strategies and objectives?
=+• What tactics are needed to achieve those strategies?
=+• What strategies will support each short-term, mid-term, and long-term objective?
=+ Are there multiple phases to the campaign?
=+• What length of time is required to accomplish those objectives?
=+• What are the organization’s goals and the campaign’s SMART objectives?

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