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COMM 337: Agenda

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  1. COMM 337: Agenda

  2. Public Communication Socialization to PR Media theories Framing Agenda setting Diffusion of innovations Persuasion Media relations New media Speechwriting Writing • Plagiarism • AP Style • Finding the focus

  3. COMM 337 – Agenda setting What is agenda setting? Who sets the agenda? How?

  4. COMM 337 – Diffusion theory What is diffusion?

  5. COMM 337 – Diffusion theory What is diffusion? • Relative advantage • Compatibility • Complexity • Trialability • Observability

  6. COMM 337 – Diffusion theory Keurig coffee system Android smart phone Metric system iPad

  7. COMM 337: Focus

  8. 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.

  9. 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.

  10. COMM 337 • Focus changes depending on: • Who we represent. • Our audience. • Timeliness of the information. • Among other things …

  11. 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).

  12. 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.”

  13. COMM 337 • For the American University press office. • Proximity (It’s American University!) • Timeliness (It happened today!)

  14. 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.

  15. 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.

  16. 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.

  17. 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.”

  18. 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!)

  19. 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.

  20. COMM 337 • For The New York Times. • He said last month the prize was “worthless.” • Timeliness

  21. 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.

  22. 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

  23. COMM 337: Publics

  24. 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.

  25. End