Chapter 11 C.A.T.

Posted: October 21, 2013 in C.A.T
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Chapter 11 was definitely one of the more refreshing chapters as it focused less on Pr writing as a source of read material but also as an avenue for messages to be heard. The transition between print and broadcast is a relatively easy one due to the fact that the classic determinants (as previously discussed in Chapter nine) are still applicable: timeliness, relevance, proximity, prominence and rarity.

There are distinct diference however in broadcast writing that must be applied. For example, PR writers must learn how to condense thier writing into a 30-60 second clear message. When audiences are listening or watching a broadcast, they require the message be delivered smoothly, efiectly and in a way that sounds natural enough for them to fully recieve it. This chapter also went further to discuss speechwriting and how to always keep the audience, employer’s mission and the purpose of the message at the forefront.

One of the more interesting aspects of this chapter revolved around what Aristotle identified as the three types of speech:

epideictic: praise used for honoring occasions

forensic: what happened?

deliberative: what should happen?

This was used to tie in the importance of informing and persuading the audience, past and present.

In all, thie chapter was very informative and a breath of fresh air.

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