Theory and Models

So as it says, there's a group assignment, and I will be email you the Document's URL shortly for our group.

Sound

SOUND

Not just a voice.

Acoustics:
when sounds hits a :
• hard surface (plastic, glass, tile, stone, metal) more sound is REFLECTED - higher frequencies are reinforced - sound is brighter and sharper. LIVE
• Sounds bounce back. The larger the space, the greater the reverberation.

when sound hits a :
• soft surface (curtains, couches, rugs) more sound is ABSORBED in particular higher frequencies - sound is more mellow, even dull or muted. DEAD

Surroundings are too "live"
• Move mic closer to subject
• Pull curtains or drape blankets
• Add thick rugs or cushions
• Use upholstered furniture
• Add acoustic panels

Signal to Noise Ratio (SNR, S/N)

Using a shotgun far away can still pick up the mixed waves from a distance, but up close, it can focus on the subject while blocking out surrounding sounds.

"A shotgun requires aim"

Say you have a bag of microphones and you're getting mugged..."The one you want to use to smash in the head of your mugger is the dynamic microphone"

Microphones - Condenser
• Produces very high audio quality
• Can be small
• Needs battery orr phantom electrical power
• Examples - shotgun, lavaliere, miniature.

ND Filter and White Balance

White Balance

It's ALWAYS better to have the correct white balance IN camera than attempting to fix it in post!!

Neutral Density (ND) Filter
"A pair of sunglasses" meaning it won't effect the colors
Let's say I want a shallow depth of field but the image is still over exposed. Because if you close down the iris..the depth of field expands so everyone is now in focus (not what we want)

So ND filter is great for lowering light sources while maintaining the f2 look (shallow depth).

Dark objects flickering? well, you've messed up your shutter speed.

Photoshop Begins

Illustrator / Typography Test was taken.
Email Shane the .ai projects we’ve done so far (due Thursday Feb 21)
Began overviewing Photoshop CS...5


SELECTION TOOLS
Rectangular / Elliptical Marquee Tool
Magic Wand
Brush Tool

Dodge - brighter
Burn - darker
Modes
Grayscale
Duotone
Bits? 8, 16, 32

Adjustments
“Don’t ever use brightness and contrast...it sucks”
+ Levels (shows a histogram of the distribution light, mid tone, and dark pixels)
+ Curves (

ISO

"Your limitations should become your style"

"The enemy of art is the absence of limitations"

## TAKE HOME QUIZ ##
DO IT.


TOTAL EXPOSURE TRIANGLE:
+ Shutter Speed (1/60)
affects motion blur
+ F-stop (f2)
affects depth of field
+ ISO
affects noise

ISO is a measurement of the sensor's sensitivity to light, measured in numerals. (100, 200, etc..) We're amplifying the signal so we're going to get noise as the iso gets higher.

The lower the ISO, the larger the aperture.

Professional Video HAS:
Focus, Exposure, Clean Audio
at the bare minimum.



COLOR TEMP

Sunlight is blue (5000K)
Fluorescent is green
incandescent (tungsten) bulbs are orange (3200)

Fstop Depth of Field

Class begun by watching a huge jib demo!!

F stop: speed of the lens
Pick an f-stop that appears normal to the eye

on zoom lenses, the apurture changes as you zoom.. your image gets darker. That's a problem (as you well know)

f2 has a shallower depth of field than f22

The aperture effects EXPOSURE, the relative brightness or darkness of the image. Other factors are the sensitivity of the image sensor (ISO), and the shutter speed.

Factors for balancing for a proper exposure.
F/stop
Shutter Speed
ISO


Practice: Shoot in AV mode, so you can change the aperture, but the exposure is maintained.


Watch TV/Movies
- determine whether they used a wide angle lens or a telephoto lens
- are they using a shallow depth of field or long/deep depth of field.

Guest and Pop Quiz

Local PRSSA chapter president briefly spoke about the club.

Next special guest ...

He uses the marker.
Owned is own freakin firm in New York!

Here's a good equation for you:
image = money

*** create a great
Cooperate Communications Plan ***

Rule of Resp..ro.pro..sity?
"You owe me"



QUESTION:
Have you ever had a client ask you to do something that made you question your ethics? what was your boundary? where did you draw the line?


Advice:
Be aware (read the papers)
A little bit of knowledge in a lot of topics are great for icebreakers.
"everybody needs PR"

One Continuous Line

Chapter 2?

Class begun with PC problems...figures.

"Sorry guys, It's working now" - Dr. H. Parks

Student's Venn Diagram gets an opening applause. yes.

IMC - Integrated Marketing Communication?
Key point, consistent message with a verity of channels.

PR can be considered the "fifth P" in marketing strategies.
Integration - the use of a variety of tactics that relate to one big idea###

Marketing "I'm a great lover"
PR "Trust me, He's a great lover"
Advertising: "I'm a great lover, I'm a great lover, I'm a great lover"
Branding "I understand you're a great lover"

She keeps advocating that we find ourselves an internship. prsa.org for all those PR ppl.

Print Colors, Logos

Print

CMYK
SPOT:
  Pantone matching system
Coated (more vibrant colors)
 (between coated and uncoated: there are swatches
Uncoated (duller)
Matte (almost zero luminosity)

then to logo design!

The Lens (cont'd)

Pro Video
a. Subject is in focus
b. Exposed properly
c. Sound is crisp, clear, and present


Still dealing with focus
There is a person dedicated to pulling focus..the Focus Puller.

Large depth of field (small aperture) means everything is in focus. Deep Focus

Shallow depth of field (large aperture)

"It's in your control!"

Lenses are defined by focal length (measured in millimeters) and by speed (measured in f/stops).

Distortions:
Linear distortion
Perspective distortion

Lenses less than 50 mm (35, 28, 24, 21, 18, 14 mm are considered short lenses or WIDE ANGLE LENSES.

The wider the lens, the greater the linear distortion...and perspective distortion..and the greater the depth of field.

Wide Angle Lenses less than 10mm are considered Fish Eye lenses..because, apparently, that's what we think the world would look like to fish.

Lenses that are more than 75mm (85,135,300) are considered long lenses or TELEPHOTO LENSES

The Public

"The Art of War"
Know [the] other, know [the] self, hundred battles without disaster; not knowing [the] other but know [the] self, one win one loss; not knowing [the] other, not knowing [the] self, every battle must [be] lost.

If you know the most about yourself and the opponent, the you have a greater advantage.

DEFINING PUBLICS

- Dewey (1927)
A group of people who face a similar problem, recognize the existence of a problem and participate in solving a problem.

- Blumer (1969)
A group of people (a) who are confronted by an issue, (b) who are divided in their ideas as to how to meet the issue, and (c) who engage in discussion over the issue.

- Grunig & Hunt (1984)
A group of people detect a problem or an issue and in turn may behave in a similar way within the group.

=
Public Segmentation Based On Issues
Grunig & Hunt
1. Problem recognition: the extend to which individuals recognize a problem facing them (starbucks discounts don't work on campus)
2. Level of involvement: relevance
3.Constraint recognition: the extent to which individuals see their behaviors as limited by factors beyond their own control. (can you change the situation?)
(High constrain recognizers don't think there's much they can do..highly constrained to do something about it)

Four types of public:
Latent publics: face a similar problem but fail to detect the problem
Aware publics: recognize the problem
Active publics: organize to resolve problem
Nonpublic (not involved in the situation at all)

PUBLIC SEGMENTATION
- Demographic charateristics (sex, age, race)
- Relationship with the organization (consumers, shareholders, employees)
- Its media use (mass media, specialized media)


== PR CAMPAIGNS ==
"Definitions"
1. "systematic sets of public relations activities, each with a specific and finite "purpose", sustained "over a length of time" and dealing with objectives associated with a "particular issue' (Smith)

2. "a concerted effort of an organization to build "socially responsible relationships" by achieving ###

R.A.C.E
Research
Action (Program Planning)
Communication (Execution)
Evaluation

= Outcomes of Campains =
_ increase sales
- help orgs be socially responsible
- Raise org's reputation
- build favorable relationships with publics
- provide orgs with new opportunities

=The Components of Public Relations=
- Counseling, Research, Media relations, publicity, employee/internal relations, etc ###

= Specialized Areas =
- Media Relations
- Community relations
- Internal / Employee Relations
Responding to concerns, informing and motivating an organization's employees
- Public Affairs
- Lobbying - a specialized part of pr that builds and maintains relations with government primarily for the purpose of influencing legislation and regulation
- Issues management - PROactive process of anticipating ###
- Investor relations
- Development / Fundraising / Donor relations


= Publicity, Journalism, Advertising, Marketing, and Public Relations =

= How PR and Publicity Differs =
- Publicity is information from an outside source that is used by the media because the information has news value.

- Publicity is an uncontrolled method of placing messages in the media because the source does not pay the media for placement.

= How PR and Journalism Differs =
- Scope (journalism's only components are writing and media relations)
- Objectives (journalists OBSERVE, while PR practitioners are ADVOCATES)
- Audiences (J: Mass Audiences, PR: focus on defined publics)
- Channels (J: one; PR: many channels?

= How PR and Advertising Differ =

- Advertising is information placed in the media by an identified sponsor that pays for the time and space.

- Advertising is a controlled method of placing messages in the media

- Advertising addresses external audiences; pr targets both internal and external audiences

- ###

= PR, Marketing Differs =

Focus: pr is concerned with relationships; marketing is concerned with customers and selling products or services.

Language: different words are used by each profession to express similar meanings

Method: PR relies on two-way dialogue; marketing relies on persuasion.


##

Assignment:
Draw a Vin Diagram on how we think PR, journalism, advertising, and publicity are related.

Another Guest Speaker

Again we were "introduced" to Adobe Illustrator CS5..

He asked (like all the others) if we've ever used this program before.