Term
| What are the 4 core components of Public Relations? |
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Definition
RPCE
Research, Planning, Communication, Evaluation |
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Term
| What are the 6 skills in Public Relations? |
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Definition
WPSUPER
Writing, Problem Solving, Understanding (business/economic), Planning, Expertise (social media), Research |
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Term
T/F
There is NO general public |
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Definition
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Term
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Definition
Communicate to your AUDIENCE, Not yourself
Research/Sociology come into play
Demographics/psychographics differentiate people's perceptions |
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Term
| Uses & Gratifications Theory |
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Definition
| The way people uses media is different depending on the gratifications or the way they use the message. |
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Term
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Definition
| Action, Attitude Awareness |
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Term
| Effective Communication is: |
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Definition
Right Message to the
Right People at the
Right Time and the
Right Place |
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Term
The goal of Public Relations is to influence:
A) Beliefs
B) Attitudes
C) Opinions
D) Thoughts |
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Definition
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Term
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Definition
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Term
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Definition
| more stable and less likely to change quickly |
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Term
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Definition
| very stable and resistant to change |
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Term
| 3 Ways to Look at Persuasion |
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Definition
Learning Process
Emotional Process
Power Process |
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Term
| Milton Rokeach's Value Hierarchy |
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Definition
PADI
Primitive
Authority
Derived
Inconsequential |
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Term
Milton Rokeach Value Hierarchy:
Primitive: |
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Definition
| Core Beliefs - Seldom Challenged, Messages should reinforce, NOT challenge |
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Term
Milton Rokeach Value Hierarchy:
Authority: |
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Definition
Beliefs depending on experiences with family/friends, belief may be challenged, but authority may NOT!
ex/ Parents tell child "All lying is bad." You can challenge belief that "All lying is bad", but NOT saying "You're parents were wrong. |
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Term
Milton Rokeach Value Hierarchy:
Derived: |
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Definition
Values developed from interactions with trusted sources like books, website, TV, radio
Easily influenced by persuasive messages, good targets |
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Term
Milton Rokeach Value Hierarchy:
Inconsequential: |
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Definition
Values based on individual preferences and tastes
These values are EASILY influenced and changed |
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Term
| Steps in the Persuasion Process |
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Definition
PACRA
Presenting
Attending
Comprehending
Retaining
Acting |
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Term
| Grunig's Situational Theory |
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Definition
Problem Recognition
Constraint Recognition
Referent Criterion
Involvement
Information Seeking
Information Processing |
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Term
| 4 Obstacles to News Coverage |
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Definition
1) Media Gatekeepers
2) Shrinking News hole
3) Fragmentation of traditional mass media
4) Information Overload |
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Term
| 3 Keys to Effective Publicity |
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Definition
Elements of News
Where to find news/How to make it enticing to journalists
Problem Solvers/Creative thinkers |
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Term
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Definition
SHUPPCNT
Timeliness
Proximity
Prominence
Significance
Unusual
Human Interest
Conflict
New |
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Term
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Definition
| "Created" news, meets elements of news |
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