Broadcast Critique

I watched Lynchburg's very own WSET 6 o'clock news on Sunday, November 31. During the first seven minutes of the news show, the anchors reported nine different news stories; that averages about a minute and a half for each story.

The first story of the broadcast was about a woman who passed away in a Danville automotive accident earlier in the day. The title of the segment read, "FATAL CAR ACCIDENT". The first phrases about the crash included the location and time of the accident, however, the last few moments of the report gave the woman's name and the fact that she had passed away in the accident. Usually, if reading online articles about fatal accidents, a more specific title is given and the most important information is given first. There is also more details about the story and is said simply, yet professionally. 

A later segment broadcasted the opening weekend at Wintergreen. The report was about a minute long and featured no video and little audio of newscasters. Most of the segment showed interviews of skiers and snowboarders visiting the resort and recounting testimonies of their time there. It did not talk about the different slopes or specify anything special about Wintergreen, but it did show it in a positive light and covertly told people to visit the resort.  

Audio or Video Impact

There were two segments that stuck out as audio/visually impacting; one featured the riots in Ferguson, Mississippi and the other highlighted updates about the Ebola virus and the containment/healing of the areas affected. Each showed not only videos, but also interviews that did not include news anchors. Both segments caught my attention in a short amount of time and kept it the entire time.

Timeliness

WSET Lynchburg reported on things that were current and relevant. Two examples include the fatal car accident that had happened just hours before and the weather for not only tonight, but the rest of the week as well. The international news was also up to date and new information that was fresh to the audience. 

Information, not Explanation 

Most of the news segments featured short bits of information that did not explain the stories in full detail. The stories were about a minute and a half each, depending on the importance. WSET also reported on sports stories such as the Virginia Tech victory over UVA, the Sunday afternoon Redskins game, and Liberty's victory over JMU on Saturday night. Each sports story gave the score of the games, major plays, and an interview of the coaches. There was very little detail on why/how the games were won and more emphasis on the hard facts and scores. 

Notes 11/13/14 Writing for Broadcast

Writing for the ear

3 important things:

• Timeliness 
• Information not explanation >> audience will seek out the explanation themselves
• Audio/visual impact 

4 C's

• Correctness: accuracy
• Clarity: be clear and simple 
• Conciseness: type phrasing >> can I cut any words out of my script
• Color: creativity 

Completed Circle

• Package (Story has beginning, middle, and end)
• 3 words per second >> write to fill a certain amount of time

Dramatic Unity

• Not inverted pyramid
• Climax (major headline), cause (why the climax has occurred), effect (what will happen next)

Write so you can easily read the script 

Guidelines: 

• Titles before names
• Avoid abbreviations, even on second reference
• Avoid direct quotations if possible: paraphrase
• Attribution before a quote, not after: Chancellor Jerry Falwell Junior told students homecoming will be a great celebration this weekend.
• Use as little punctuation as possible
• Numbers and statistics: round off
• More than four million dollars
• 1-9 spelled out
• 10-999 written as numerals
• write out one hundred, thousand, million, billion, and use a combo for numerals of these (15-hundred, 10-billion)
• Never say "a million"
• Personalize the news
• Use "you" to draw the viewer/listener to the story
• Avoid extended description
• Avoid using symbols: spell out
• Use visual cues according to your new organization (/=comma, //= period)
• Use phonetic spelling for unfamiliar words and hard-to-pronounce names and words
• Write in present context when appropriate 
• brings immediacy to writing
• used for action that is very recent or continuing 
• also, what is the most recent info? redo the story to put that in the beginning (developing throughout the day)
• Avoid independent clauses at beginning of sentences 

Tuition Decrease News Release

Annie Evans

Professor Bonebright

JOUR 225-001

14 November 2014

Aevans58@liberty.edu

For release after 11:45 am.

Friday, Nov. 14

Liberty's lowers tuition costs for all students

Liberty University has decided to cut tuition costs for all students by 10%, though other cuts need to be made; this will go into effect starting next semester. 

Programs such as Women's Studies, Ornithology, the Arts and Sciences Honors Program, the Department of Eastern Languages, and more will be cut in order to lower tuition costs. Jerry Falwell Jr. stated, "Unfortunately, of course, the board's actions will have some negative effects on some parts of the University. Cutting tuition means a reduction in our income, and that reduction will have to be made up in other areas."

Falwell goes on to say, "No faculty or staff member member will lose his or her job because of these cuts...the members whose programs will be eliminated will be absorbed into other areas of the university." Students studying these fields will be asked to find alternative programs to study under. 

Enrollment over the last five years has increased from 14,500 students to 16,275; last year's student body total was 16,700. Liberty is excited to welcome new students, while the currents students are thrilled about upcoming semester costs. 

News Releases 11/11/14

• quality images
• short paragraphs
• easy to read

250-275 words
write boiler plate
print out and format like

HW: 11.1 Tutition Decrease press release

Chapter 11 Notes: PR

What is PR?

• The practice of conveying messages to the public through the media on behalf of a client, with the intention of changing the public's actions by influencing their opinions.
• Internal or external
• BE PROACTIVE RATHER THAN REACTIVE 
• Paid and earned media
• Paid: an advertisement
• Earned: pitched ideas to blogs, journals, magazines, newspapers, etc. that are reported on to no expense to the company

The work of the PR practitioner

• Communication with internal and external publics
• external: groups outside of the organization which organization wants to communicate
• magazines, news stories, blogs, websites, social media
•   internal: groups inside of an organization that need to be reached
• forms of communication: newsletters, company magazines, letters, notices, memorandum, and periodic reports 
• Counsel management on good PR practices
• conscience of the organization
• crisis management 
• Media relations
• media relations: outreach to media
• handles all media contacts for organization 
• media expert: advise organization on how to handle media
• when and how to release info
• give advice on speeches, press conference, interviews
• anytime media deal with an organization, PR should be involved
• Event Planning
• PR officials should be involved
• Ad campaign, news conference to promote something, donations, break ground for a new building, fundraising, etc. product launches, fundraisers

1. research (formal or informal): must know everything about a client, problems or opportunities.
2. planning: need a plan in place for how to deal with publics; tell organization what publics to communicate with and how that communication should take place; set measurable impact and output objectives 
3. communication writing is most concerned with this; putting info into proper form is one of the most imp jobs of PR
4. evaluation did our plan work? critical last step 

Ad Project: What should you wear to the game?

Ad subject: Attendance at Liberty University football game
Ad Problem: Decline of student attendance to/during the games and creating interest for students to come/stay at the game.
Product characteristic: A fun, inviting atmosphere that college students will enjoy and not find dull or boring in its entirety. The students must enjoy the game as a whole, not just certain parts or aspects.
Advertising objective: To welcome the students into a hype, yet appropriate environment by encouraging them to dress how they want to dress. Students may wish to dress to impress or show up in casual attire.
Target audience/market: College students ages 18-25
Competition:

• Other important matters
• Apathy
• Other college games that may be on that same day

Statement of benefit or appeal: Who are you on game day? Maybe you are a part of the glitter team, the casual and comfy fan goer, or somewhere in between. Whether you want to stand out or just come to support your Liberty Flames, everyone plays an important part on game day.
Creative theme: What to wear on game day. Includes:

• A quiz for each gender
• Outfit suggestions for each type of fan goer (group crazy outfits, individual costume, and cute/casual)

What should you wear to the game?

Who are you on game day? Maybe you are a part of the glitter team, the casual and comfy fan goer, or somewhere in between. Whether you want to stand out or just come to support your Liberty Flames, everyone plays an important part on game day.

Remember to wear what you WANT to wear.

Our mood can dictate on a day-to-day basis what we want to wear; the same goes for game day. If you want to dress to impress, by all means wear the cutest or craziest outfit you have in your closet. Just remember there's no shame in wearing jeans and your favorite LU T-shirt. 

Be smart. 

Several factors affect your game day apparel. Keep in mind the following:

• The weather
• Your group
• Your mood

Be aware of the weather before the game. You never want to get caught in the rain or be unprepared for cold Lynchburg nights. Also take into account what your friends are going to wear; perhaps they want you to join in their group costume! Ultimately, remember to go with your gut on what you really want to wear. You'll never regret jeans and comfy layers on a chilly fall night. 

Tips and suggestions

Think of other ways to add to your outfit. If you're looking to really stand out at the game, we suggest a clever sign or banner. Remember to keep it appropriate and classy; that goes for dress code as well. Always remember to stay within the guidelines of the Liberty Way. No matter what you wear, your attendance to support the Flames plays an important part in game day. 

So, how will you dress on game day? If you're still confused as to what you want to wear on game day, take our quiz below! 

Ad project ideas

Money prizes

• Gift Cards
• Cash

Food prizes

• Free Chipotle 
• Free Chickfila

Car/ Other prizes

Food
Marching bands