Term
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Definition
1- Management- You must be able to measure the degree of success in a campaign and control communication.
2- 2-way communication- Give and get information.
3- Planned activity- Developed PR strategy, not shooting from the hip.
4- Social science- To research and understand the environment before trying to communicate.
5- Social responsibility- To always have the best interest of the public at heart. |
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Term
| 4 Hunt-Grunig Models of PR |
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Definition
1- Press Agency/Publicity Model
2- Public Information Model
3- Assymetrical
4- 2-way Symmetrical Model |
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Term
What is the Press Agency/Publicity Model?
(Hunt-Grunig) |
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Definition
- Focuses on favorable media and publicity coverage at all times
- Nationally, it is the most widely practiced model
- Typical for public relations agencies |
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Term
What is the Public Information Model?
(Hunt-Grunig) |
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Definition
- Focus is on objective and accurate information
- 2nd most commonly practiced model
- Amber Alert & Emergency Response System are examples |
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Term
What is the Assymetrical Model?
(Hunt-Grunig) |
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Definition
- Known as the “selfish” model
- There is no emphasis on conflict resolution or open communication
- Least practiced model
- Classic example is Ford vs. Firestone |
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Term
What is the 2-way Symmetrical Model?
(Hunt-Grunig) |
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Definition
- Emphasizes open, 2-way communication
- Offers protection for the organization and its publication |
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Term
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Definition
| The transfer of information from a source to a receiver. |
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Term
| What is public relations? |
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Definition
| The management of communication between and organization and its publics. |
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Term
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Definition
| The promotion of goods, services, companies, and ideas, performed by an identified or identifiable sponsor. |
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Term
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Definition
| Any group of individuals who share common interests or values in a particular situation- ESPECIALLY interests or values that they might be willing to act upon. |
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Term
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Definition
- Traditional and nontraditional
- Latent, aware, and active publics
- Intervening publics
- Primary and secondary publics
- Internal and external publics
- Domestic and international publics |
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Term
| Who are traditional and nontraditional publics? |
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Definition
- Employees
- Investors
- News media
- Community groups
- Customers
- Other businesses
- Lgbt groups |
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Term
| Who are latent, aware, and active publics? |
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Definition
- Latent- Members who may have had contact with your organization but are not yet aware of it.
- Aware- Members who, obviously, are aware of the intersection of values between the two groups.
Active- Working to manage. |
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Term
| Who are intervening publics? |
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Definition
Any public which helps you send a message to another public and adds credibility:
-Newspapers
-Magazines
-Radio
-Bloggers |
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Term
| Who are primary and secondary publics? |
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Definition
- Primary- One who can directly affect your organizations pursuit of profit or goals.
- Secondary- Nice but doesn’t seriously affect the bottom line. |
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Term
| Who are internal and external publics? |
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Definition
- Internal publics are inside your organization.
- External publics are anyone clearly outside the bounds of your organization. |
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Term
| Who are domestic and international publics? |
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Definition
- Domestic publics fall within your organizations national boundaries.
- International publics fall outside of your organizations national boundaries. |
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Term
| What are traditional public relations processes? |
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Definition
A linear model:
- Research (discovery phase)
- Planning (strategy phase)
- Communication (execution phase)
- Evaluation (measurement phase) |
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Term
| What are dynamic public relations processes? |
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Definition
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Term
| What is employee relations? |
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Definition
| Primarily concerned with maintaining good communication between an organization's leadership and employees. |
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Term
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Definition
| Drives positive news,gaining publicity, downplaying negative messages and maintaining presence in the media landscape. |
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Term
| What is government relations? |
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Definition
| Serves to act as a conduit between elected officials or branches of the government and the constituency. |
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Term
| What is community relations? |
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Definition
| Maintains good communication between organization and specific communities within a larger city. |
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Term
| What is consumer relations? |
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Definition
| Specifically tied to communication between an organization and its customers or likely customers. |
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Term
| What is investor relations? |
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Definition
| A VERY specialized and focused aspect of publiic relation which generally includes public companies or organizations who receive substantial outside funding. |
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Term
| What are the classical mediums for message transfer? |
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Definition
-Radio
-Television
-Newspapers
-Trade journal
-Magazines
-Social media
-Email |
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Term
What are the issues with radio?
(classical mediums for message transfer) |
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Definition
-requires attention and focus
-generally good for captive audience
-mid to high credibility |
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Term
What are the issues with television?
(classical mediums for message transfer) |
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Definition
-can be passive
-generally good for timeframe captures (and hammocking)
-low to mid credibility |
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Term
What are the issues with newspapers?
(classical mediums for message transfer) |
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Definition
-required high level of attention and focus
-very high level of credibility
-time consuming |
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Term
What are the issues with trade journal?
(classical mediums for message transfer) |
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Definition
-topic specific articles
-requires high levels of attention and focus
-very high level of credibility within specific industry |
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Term
What are the issues with magazines?
(classical mediums for message transfer) |
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Definition
-mid level of credibility depending on topic of publication
-high level of focus and attention
-generally has an issue specific focus (news, sports, industry) |
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Term
What are the issues with social media?
(classical mediums for message transfer) |
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Definition
-lower levels of focus and attention
-very low level of credibility without citation or references
-can be easy to manipulate and falsify
-face to face feel
-transparent
-3rd party value |
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Term
What are the issues with email?
(classical mediums for message transfer) |
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Definition
-similar to internet and social media credibility; low
-too easy to blast
-people won't attenuate to it
-too many scams |
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Term
| What is critical mass theory? |
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Definition
| The point at which any reaction becomes self-sustaining. |
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Term
| What are the 5 steps to developing successful critical mass? |
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Definition
-Awarenees
-Acceptance
-Affordability
-Compliance
-Adoption |
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Term
| In critical mass theory, what is awareness? |
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Definition
| The point at which many individuals realize something exists. |
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Term
| In critical mass theory, what is acceptance? |
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Definition
| The point at which individuals accept that something will not go away, it’s here for the long term. |
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Term
| In critical mass theory, what is affordability? |
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Definition
| The point at which technology becomes cost effective for everyone to use. |
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Term
| In critical mass theory, what is compliance? |
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Definition
| The point at which the common individual or society accepts something as the standard. |
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Term
| In critical mass theory, what is adoption? |
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Definition
| The point at which technology becomes ubiquitous. |
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Term
What are the 6 basic tendencies of human behavior which come into play when trying to generate a positive response to a persuasive action or message?
(the science of persuasion) |
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Definition
-Reciprocation
-Concessions
-Consistency
-Social validation
-Liking
-Authority
-Scarcity |
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Term
| What is social construction? |
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Definition
The process by which individuals determine and create reality for themselves.
-reality is situational
-context governs interpretation
-perceptions are based on learned interpretations |
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Term
| What are the main vehicles for social construction? |
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Definition
-symbols (including language)
-cultural myths (the larger social meanings of objects, actions, signs, stories, episodes [Barthes])
-the structure and practice of our institutions
-our rules for congruent action |
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Term
| What do vehicles of social construction create and reinforce? |
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Definition
-our world view
-our sense of ourselves
-our purpose
-our ideologies |
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Term
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Definition
-reality is situational
-the context governs our interpretation
-reality is developed through social construction |
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Term
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Definition
| The distribution of attitudes held by the public. |
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Term
| How is public opinion important to democratic societies? |
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Definition
| The most important factor that determines public policy; if you can gain critical mass on any issue, you can change public policy. |
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Term
| How is public opinion measured? |
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Definition
| Surveys at the individual level and aggregated. |
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Term
| What are some consideration with survey research? |
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Definition
-political knowledge
-opinion, instability
-non-random sample
-internal/external sampling errors
-salience (those matters which are more relevant to respondents are likely to produce stronger results |
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Term
| What is the Halo effect of survey research? |
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Definition
| Respondents will typically rate individual people, with whom they like, respect, or associate themselves, high on all scales, regardless of actual performance. |
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Term
| What is the Pitchfork effect of survey research? |
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Definition
| Respondents will typically rate individual people, with whom they dislike, disrespect, or do not associate themselves, low on all scales, regardless of actual performance. |
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Term
| How do ideologies relate to PR and public opinion? |
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Definition
-they make up the backbone of public opinion
-they are a consistent and integrated system of values and beliefs
-opinions reflect underlying sets of attitudes that coalesce into ideologies |
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Term
| What is aggregate public opinion and what does it offer PR practitioners? |
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Definition
Compilation of individual opinions offers more:
-stability
-coherence
-opinion leadership |
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Term
| What are opinion leaders? |
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Definition
-held in very high esteem within their area of expertise by those who accept their opinions
-subject specific; leaders in one area are followers in another
-cues generated by opinion leaders for the public to follow based on who shares their reality |
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Term
| How can we explain public opinion differences? |
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Definition
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Term
| What is social marketing? |
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Definition
| Seeks to influence social behaviors, not to benefit the marketer or organization, but to benefit the target audience and general society. |
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Term
What is the social marketing mix?
(7 P's) |
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Definition
-Product- must believe there is a problem and the product offers a viable solution
-Price- what consumer must "do," too low can create idea of inferiority
-Place- the way the product reaches the consumer
-Promotion- consists of the integrated use of public relations to create and sustain demand for the product
-Partnership- team up with similar organizations in the community to be effective
-Policy- environment needs to support goals to sustain long term change
-Politics- diplomacy used to gain and build support, to access target audiences, and to head off adversaries |
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Term
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Definition
An individual or group who has a stake or vested interest in a group or organization.
-Shareholders
-Sweat equity
-Founders
-Volunteers
-Emotional connection |
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Term
| What is persuasion theory? |
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Definition
The learning process of social influence
-can take place on a continuum from the intimate and interpersonal to the public
-two major components of persuasion
1-internal structure of argument, proof, strategy, and so forth adjusted to the immediate audience
2- the social context of relationships, power and ideals within which persuasive appeals are negotiated |
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Term
| What is the science of persuasion? |
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Definition
-developed by Dr Robert Cialdini
-theory that there are six basic tendencies of human behavior which come into play when trying to generate a positive response to a persuasive action or message. |
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Term
| What are the 6 communication theories? |
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Definition
-Magic Bullet theory
-Two step theory
-N step theory
-Diffusion theory
-Agenda setting hypothesis
-Critical mass theory
-Persuasion theory |
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Term
| What is the Magic Bullet theory? |
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Definition
-Developed after the widespread public consumption of radio in the early 1900s
-Assumes people are weak-willed, simple, ignorant, and unable to make their own informed decisions
-Implies people will do whatever they are told |
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Term
| What is the two step theory? |
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Definition
-Developed after the establishment of communication as a social science
-Still assumes people are weak-willed and simple
-Establishes that media influences opinion leaders, who in turn, influence the public |
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Term
| What is the N-step theory? |
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Definition
-Also developed after the widespread establishment of communication as a social science
-Also implies opinion leaders will vary from issue to issue (subject specific) |
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Term
| What is Diffusion theory? |
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Definition
-Holds that all people have the power to inform their peers and the media’s duty is not to motivate people, but to inform them
-All people have the power to inform their peers
-Everyone can become an influencer (social media!) |
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Term
| What is the Agenda Setting Hypothesis? |
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Definition
| The art or science of controlling an agenda so as to maximize the probability of getting a favorable outcome. |
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