Deck 16: Advocacy and Speechwriting

Question 1

Print and broadcast journalism use technologies for the purpose of presenting information, set before an audience in a dispassionate and objective manner by a neutral reporter.

Answer 1

True

Question 2

It has only been recently, with the rapidly growing field of public relations, that persuasive communication has made its appearance in the mass media.

Answer 2

False

Question 3

Define persuasion

Answer 3

A process of communication that intends to influence others using ethical means that enhance society.

Question 4

Persuasion has four main components for public relations writers. They are?

Question 5

When trying to be persuasive on an issue, it is helpful to prepare an outline to approach the situation. Identify and briefly explain the elements this outline should contain.

Question 6

In a position statement, you should express your opinion, support your position and refute the opposition. Don't try to recommend solutions, however, because that comes at a later stage of debate over an issue.

Question 7

Among the most successful propositions on which to make an argument are appeals to tradition and authority.

Question 8

One of the most important roles of a public relations practitioner is that of an advocate, a counselor for the organization presenting information, interpreting facts and persuading toward a course of action.

Question 9

How does a position statement differ from an official statement?

Question 10

Position statements are important tools for public relations practitioners, who find that much of their work involves clarifying and presenting the opinions of their organizations to various strategic publics.

Question 11

Public relations writers, who know that public communication is even better at changing attitudes than merely reinforcing them, often approach position statements as opportunities to create new clusters of support among their various publics.

Question 12

What steps should be followed in developing an effective position statement?

Question 13

What is the most persuasive of communication tactics?

A) Face-to-face communication.
B) Direct mail.
C) Magazines and newspapers.
D) Television.
E) Any of the above, depending upon the communication situation.

Question 14

Good public speaking requires

Question 15

The first step in speechwriting is to listen how the speaker speaks.

Question 16

What factors go into a speech writer's deciding what needs to be said?

Question 17

One of the steps to successful speech writing says, "Know the audience." What does
this entail?

Question 18

The time you spend in outlining your speech will be well spent. Why?

Question 19

The introduction of a speech is analogous to the lead of a feature story. Why?

Question 20

What elements can be in the conclusion of a speech?

Question 21

Good speech writing is similar to broadcast copywriting. In what ways?

Question 22

Drop quotations into your speech, the more obscure the better. Using this technique really impresses and audience and adds to the speaker's credibility as a learned person.

Question 23

Through effective use of speeches, interviews, fliers, brochures and newsletters, and position statements the organization can control its message and communicate directly with its publics.