Lecture Notes:

Main Objective: At the end of the talk, workshop participants will be able to identify what separates news from other types of information through the use of the VIA acronym. 

	▪	SLIDE 6 -- Start at slide 6 - explain the objective and the outcomes from this talk
	▪	SLIDE 7 -- Explain that we use a chart, which we've labeled as a "taxonomy" or system of classifying different types of information, what we'll be doing here today is identifying the characteristics of each type of information, and take a look at some examples of each. 
	▪	SLIDE 8 - Promotion is seen as a way for a brand most times to make itself known to it's potential customers. 
	⁃	Should include? examples?
	▪	SLIDE 9 - Publicity is a subset of Promotion -- in which a business entity -- creates a message of some kind that is designed to enhance it's image. -- Companies do this many times through sponsorship of an event, as in the example on screen. 
	⁃	In certain cases, publicity is used to get a news outlet interested in covering a story that puts this business entity in a positive light. 
	▪	SLIDE 10 - Advertising is different from publicity in that it is a paid message who's sole purpose is to bring attention to a product. 
	⁃	Change Image
	▪	SLIDE 11- Propaganda is a politically motivated message that seeks to help or harm a person, group, movement, institution, or nation. 
	▪	SLIDE 12 - Entertainment is something affording pleasure, or a diversion. Usually entirely a piece of fiction. 
	▪	SLIDE 13 - Raw Information is information that is yet to be examined or verified. 
	▪	SLIDE 14 - Now we get to News -- which is information of public interest that goes through a process of verification, and for which the individual or organization is held directly accountable.
	▪	SLIDE 15 - 
	⁃	Blow up chart, and go through the goals of each-- ask questions on what might be some of the other goals of these types of information?
	▪	SLIDE 16 - Getting back to the news, what is the process that makes it different? Three things, verification, independence, and accountability . What does each mean? 
	▪	SLIDE 17 - Veritfication is the process that establishes or confirms the accuracy or truth of something. -- Basically, double checked to be sure that it is true.  How do we verify? through the use of facts, and evidence, which is more times than not DIRECT evidence that comes from a source who is knowledgable. 
	⁃	You wonder what the weather is today -- if someone tells you it's cold out and you'll need to put extra clothing on, how can you verify that?
	▪	SLIDE 19 - Independence is freedom from the control, influence or support of interested parties