Transcript Perception and Policy Dr. Larry L. Burriss, Ph.D., J.D. School of Journalism Middle Tennessee State University [email protected] http://mtsu.edu/~lburriss 615-898-2983

Perception
and
Policy
Dr. Larry L. Burriss, Ph.D., J.D.
School of Journalism
Middle Tennessee State University
[email protected]
http://mtsu.edu/~lburriss
615-898-2983
The Expert
More than 25 miles from home
Uses audio-visuals
Has no responsibility to implement suggestions
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The Problem
We have met
the enemy, and
he is us
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What are we doing here?
Some Communication Theory
Let’s Get Real: Some Practical Applications
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Communication Theory
Perceived reality IS reality
When perception becomes reality, reality
becomes irrelevant
You cannot not communicate
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Communication Theory
and the Real World
"Whoever tells most of the
stories to most of the people
most of the time has effectively
has assumed the cultural role
of parent and school”
George Gerbner
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Political and Social Reality
Timmy T-Shirt, Billy Beer Drinker, Representative
Constance Prudence and Senator Dudley Doright
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Who is Responsible
for the
“Corporate Image”?
You are!!!
Everyone in your organization
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Who Is Your Public?
Anyone who can affect, or is affected by, the
operations of your particular organization
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Who Is Your Public?
Internal
External
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Who Is Your Public?
Internal
Everyone in your organization
External
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Who Is Your Public?
Internal
External
Citizens
Community leaders
Political leaders
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Print, Broadcast and the Internet
Print - Thoughtful Reflection
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Print, Broadcast and the Internet
Print - Thoughtful Reflection
Broadcast
Radio - Here and Now
Television - News by Committee
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Print, Broadcast and the Internet
Print - Thoughtful Reflection
Broadcast
Radio - Here and Now
Television - News by Committee
The Internet - Maybe Yes, Maybe No
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What About a Web Page?
Added Exposure
Immediate Feedback
Service to the Community
World-Wide Exposure of Misteaks
Up-Keep
Technical Problems
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The Role of Publicity
Publicity does not equal effectiveness
Publicity does not equal understanding
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Major Criticisms of Publicity
Indiscriminate mailing of press releases
Irrelevant press releases
Poor-quality releases
Suppression of unfavorable news
Refusal to grant interviews
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Some Tools of the Trade
Media Relations
News releases
Media lunches
Tours
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Practitioners must know and
understand the organization of the
various media they are dealing with,
including some familiarity with the
organizational chart of newspapers
and radio/television.
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Some Tools of the Trade
Internal Relations
Bulletin boards
Letters
Publications
Meetings
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Some Tools of the Trade
Community Relations
Speakers bureau
Participation in civic organizations
Participation in civic activities
Open house
Dealing with opinion leaders
Maintain good relations with local media
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The Importance of Feedback
Organizations, like organisms, must carry out
surveillance of the environment if they wish to
survive.
The part of public relations that shows, publicity,
is too often taken for the whole thing. But the
unseen parts, research, planning and evaluation,
are more important in the long run.
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The Importance of Feedback
More wrong decisions are made on mistaken
hunches about what the public thinks than on
willful disregard for public opinion.
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The Importance of Feedback
More wrong decisions are made on mistaken
hunches about what the public thinks than on
willful disregard for public opinion.
Failure to obtain feedback inevitably results in
communication breakdowns and wasted efforts.
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The Importance of Feedback
Too often, problems are allowed to define
themselves in the form of a crisis. Continuous
fact-finding will uncover many problems while
they are still small enough to permit quiet
handling.
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Public Opinion Research
Collect facts used in planning a course of
action.
Explore attitudes and opinions held by your
various publics.
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Informal Research Methods
Personal contacts
Panels
Advisory committees
Call-in phone lines
Mail analysis
Media reports
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Formal Research Methods
Surveys
Mail
Telephone
On-Site
Content analysis
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Presenting Your Results
Managers are interested in tangible results, so
you must provide hard evidence. This
means measurable results.
You may get lots of material out, but if it’s not
effective it won’t do any good
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Efficient =/= Effective
Efficient: The job gets done easily with a
minimum of cost.
Effective: The job does what you want it do to.
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Managing Public Opinion
List attractive and needed objectives
Formally write statements of objectives
Validate the objectives
Can we reach them?
How?
Implement activities to reach the objectives
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Managing Public Opinion
Report results as the project is underway
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So What Do We Do Next?
Do good and tell about it.
Influence opinion through socially acceptable
performance, based on mutually satisfactory
two-way communication.
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So What Do We Do Next?
Promote rapport and good will between your
people, organization and institution, and other
people, special publics or community at large
through the distribution of interpretive material,
the development of neighborly interchange and
the assessment of public reaction.
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So What Do We Do Next?
Evaluate public attitudes, identify the policies and
procedures of your organization with the public
interest, and then execute a program of action
and communication to earn public
understanding and acceptance.
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So What Do We Do Next?
Win the esteem of the public by your conduct and
then use a variety of communication programs
to maintain that esteem.
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Perception
and
Policy
Dr. Larry L. Burriss, Ph.D., J.D.
School of Journalism
Middle Tennessee State University
[email protected]
http://mtsu.edu/~lburriss
615-898-2983
Writing Workshop
Dr. Larry L. Burriss, Ph.D., J.D.
School of Journalism
Middle Tennessee State University
[email protected]
"If youth, throughout all history, had a champion to stand up
for it; to show a doubting world that a child can think; and,
possibly, do it practically; you wouldn't constantly run across
folks today who claim that "a child don't know anything." A
child's brain starts functioning at birth; and has, amongst its
many infant convolutions, thousands of dormant atoms, into
which God has put a mystic possibility for noticing an adults
act, and figuring out its purport.“
Ernest Vincent Wright – Gadsby (1939) (first
paragraph)
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A glorious full moon sails across a sky without a cloud. A
crisp night air has folks turning up coat collars and kids
hopping up and down for warmth. And that giant star, Sirius,
winking slyly, knows that soon now, that light up in His
Honor’s room window will go out. Fft! It is out! So as Sirius
and Luna hold an all-night vigil, I’ll say a soft “Goodnight”
to all our happy bunch, and to John Gadsby—Youth’s
Champion.
Ernest Vincent Wright – Gadsby (1939) (last
paragraph)
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Information:
What Story Do We Want To Tell?
Locating information
Evaluating information
Selecting information
Organizing information
Communicating information
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What Makes News
1. Attract reader’s attention.
2. Stimulate readers.
3. Hold reader’s attention.
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Attract Reader’s Attention
Common interests
Finances
Conflict
Emotion
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Groups
Discovery
Disaster
Mystery
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Stimulate Readers
Current
Local
Proportion
Impact
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Hold Reader’s Attention
Style
Variety
Personal Appeal
Unusual Quality
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Story Organization
Inverted pyramid
Each new angle is in its own paragraph
Each quote gets a new paragraph
Vary the lead-in wording for each paragraph
Short titles go before a name and not separated by
a comma
Long titles go after the name, lower case, and
separated by a comma
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Story Organization
Place attribution at the middle or end of the
paragraph
Use the person’s full name on first reference, but
last name only on subsequent references
Keep yourself out of the story; stick to the facts
and the opinions of sources
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Guidelines for Lead Paragraphs
One sentence only
30 words maximum
The most important fact or interesting angle
The latest angle
Should contain a time element, usually near the
verb
Try not to lead with an article (a, an, the)
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Guidelines for Lead Paragraphs
Don’t write a “label lead”
Use proper attribution
Do not use statements of opinion
Is the lead localized
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Write not only to be understood,
but also so you are not misunderstood
They are cooking apples
The fish are ready to eat
She decided on the boat
The meeting was attended by many older men and women
A woman without her man is nothing
A woman, without her man, is nothing
A woman. Without her, man is nothing
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NEW YORK - Former President Bill Clinton urdergoes
successful surgery to remove scar tissue and fluid from
his left lung. The operation took almost four years, but
doctors called it a low-risk procedure.
The Arizona Republic 3/13/05
Death doesn't deter students from drinking
The Roanoke (Va.) Times 9/27/04
Jackson Begged to Sleep with Boy-Child's Mother
Reuters 4/11/05
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Lighters join list of objects that cannot fly
Atlanta Journal-Constitution 3/1/05
Warhol died in 1987 before marrying and
emigrating to the United States.
The (Springfield, Mass.) Republican 8/26/04
Fonda shares story of physical struggles with
Montana teens
The Palm Beach Post 3/28/05
Red tape holds up new bridge
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Sikh student suspended over dagger
The Province (Vancouver) 2/19/02
Another Round of Layoffs Are Planned At First
Boston
The New York Times 3/2/02 page C1
Another Round of Layoffs Is Planned at First Boston
The New York Times 3/2/02 page C2
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Jailed killer sought to father a child
Newsday 01/18/07
Court avoids religious display case
The Republican (Springfield, Mass.) 11/04/03
It's time to cook a little German.
Petoskey (Mich.) News-Review 10/02/2000
New knee surgery is less evasive
The Athens (Ohio) Messenger 03/09/04
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Redundancy
The building was completely destroyed.
The young child.
Strangled to death.
Red-blooded American.
Brutally murdered.
Completely innocent.
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Death and Dying
People do not…
become dematerialized, buy the farm, cash in their chips,
check out, croak, depart, enter eternity, expire, find
everlasting peace, go home to Heaven, go home to glory,
go to their reward, join the angelic choir, kick the bucket,
leave us, lose their life, meet their maker, merge with
infinity, move on to the other side, pass, pass away, pass
on, pass over Jordan, quit this world, return to dust, ride
into the sunset, succumb, walk on Heaven’s shore
…they die
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He Said What?
asked
assured
asserted
charged
criticized
contended
challenged
conceded
declared
denoted
decided
emphasized
expressed
elaborated
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cited
indicated
noted
reported
repeated
replied
reaffirmed
revealed
reasserted
refuted
said
stated
stressed
showed
sniffed
suggested
told
uttered
urged
warned
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Speeches and Meetings
Your job is to edit the speech
Lead paragraph should give the speaker’s attitude
towards the subject
Who was talking, what were the circumstances,
what was it about
Arrive early and talk to the person in charge
Sit by the secretary. Ask who is who
Get a copy before the speech
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Speeches and Meetings
The most important items is what the speaker said,
not that the speaker spoke
Do not simply write a chronological report
Include the speaker’s attitude
Localize the speech
Avoid quote leads
Do not simply write a string of quotations
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Interviews
Use a tape recorder
Be quiet while the person is talking
Avoid “yes/no” questions
“Formulas” for asking questions
GOSS
5WH
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Writing Workshop
Dr. Larry L. Burriss, Ph.D., J.D.
School of Journalism
Middle Tennessee State University
[email protected]
http://mtsu.edu/~lburriss
Gutenberg Revisited:
Designing the Church Newsletter
Dr. Larry L. Burriss, Ph.D., J.D.
School of Journalism
Middle Tennessee State University
Murfreesboro, TN 37132
615-898-2983
[email protected]
http://www.mtsu.edu/~lburriss
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Johannes Gutenberg
The development of movable type
allows the distribution of
information, thereby promoting
social and technological
development
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Principles of Effective Design
Alignment
Color
Contrast
Fonts
Proximity
Repetition
White Space
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Alignment
Elements are visually connected
Proper alignment gives feeling of organization
Alignment can suggest movement
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Color
The psychology of color
Color associations
Colors of cultures
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The Psychology of Color
Bright colors emphasize small objects and
thin lines
Light colors on dark backgrounds attract the
viewer’s eye
Similar colors create a relationship between
different design elements
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Color Associations
Red - Anger, love, stop, heat, excitement
Orange/Yellow - Warmth, sunlight, caution,
fear, sexuality
Green - Life, energy, growth, nature
Purple - Royalty, wealth, spirituality
Gray - Neutrality, depression, confusion
Blue - Sky, coolness, healing
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Colors of Cultures
White
Weddings (Western cultures)
Death (Oriental)
Green
Illness (Malaysia)
Yellow
Cowardice (United States)
Emperor (China)
Blue
Protection (Middle East, American southwest)
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Color Screen and Color Print
Printed pages are produced with ink
Display screens are produced with light
Colors and graphics can look entirely different
when printed or displayed
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Contrast
Adds an element of tension
Two different elements in the same design
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Contrast
Principles
Large type with small type
Thick lines paired with thin lines
Vertical elements paired with horizontal
elements
Distinctive white against black
Cool or subdued colors paired with warm or
dramatic colors
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Fonts (Typefaces)
Use only two or three at a time
Should fit your message and theme
Sans Serif - Headlines
Serif - Body text
Use bold, italic and CAPITAL forms
sparingly
Eliminate distracting type faces
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Proximity
Helps create order and hierarchy
Create visual groups of information
Helps determine where the design begins and
ends
Helps determine which elements are most
important
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Repetition
Creates visual unity by joining separated areas
Can create movement and rhythm
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White Space
Means any blank area, regardless of color
Can help guide the viewer to important
elements of your design
Large areas can create emphasis
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Logos
Simplicity is the key
Readers should be able to recognize the
design at a glance
Readers should be able to remember the
school/group the logo represents
Readers should be able to link the logo to
your church or group
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This, That ‘n’ the Other
Make sure your design goes with your paper
stock
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This, That ‘n’ the Other
Designs that look good small can be
overwhelming or obnoxious when printed
full size
Make sure your design goes with your paper
stock
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This, That ‘n’ the Other
Certain colors and designs will not print as
well in black/white as in color
Designs that look good small can be
overwhelming or obnoxious when printed
full size
Make sure your design goes with your paper
stock
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This, That ‘n’ the Other
DON’T USE “ALL CAPS”
Certain colors and designs will not print as
well in black/white as in color
Designs that look good small can be
overwhelming or obnoxious when printed
full size
Make sure your design goes with your paper
stock
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This, That ‘n’ the Other
Don’t make people guess – Use your address
DON’T USE “ALL CAPS”
Certain colors and designs will not print as
well in black/white as in color
Designs that look good small can be
overwhelming or obnoxious when printed
full size
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This, That ‘n’ the Other
Avoid putting text over graphics
Don’t make people guess – Use your address
DON’T USE “ALL CAPS”
Certain colors and designs will not print as
well in black/white as in color
Designs that look good small can be
overwhelming or obnoxious when printed full
size
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This, That ‘n’ the Other
If you’re not a graphics pro, black is not the way to
go
Avoid putting text over graphics
Don’t make people guess – Use your address
DON’T USE “ALL CAPS”
Certain colors and designs will not print as well in
black/white as in color
Designs that look good small can be overwhelming
or obnoxious when printed full size
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KISS
Too many design elements are distracting
A distracted reader won’t get your message
If your message isn’t coming across, why
bother in the first place?
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Tools - Clipart Web Sites
http://www.clipartconnection.com
http://hometown.aol.com/Cyrion7/celtic/
index.htm
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Copyright
Thou shalt not steal!!!
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Copyright: Software Piracy
Temple University
University of Oregon (Student)
$100,000 fine
Criminal charges
Advertising Arts College of San
Diego
Los Angeles City School District
$194,000 fine
Westech College
MIT (student)
Colorado Free University
Texas Tech
$300,000 fine
$499,616 in new hires to police
software piracy
$220,000 fine
Federal criminal charges
$60,000 fine
Secret Service raids campus and
seizes computers
Any Questions?
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Gutenberg Revisited:
Designing the Church Newsletter
Dr. Larry L. Burriss, Ph.D., J.D.
School of Journalism
Middle Tennessee State University
Murfreesboro, TN 37132
615-898-2983
[email protected]
http://www.mtsu.edu/~lburriss
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