Details Title: ADPR 3850 Description: Exam 2 Total Flash Cards: 57 Created: 03/20/2008 18:43:27		New Users: To study from this flashcard set, or to create your own your own study flash cards, REGISTER HERE. Existing Users: CLICK HERE. Additional Journalism Flashcards
Cards in this set: Term How can research help us? Definition Helps us to: know our publics and identify key issues verify pubic opinion, test our theories plan a PR campaign generate news w/ findings to get feedback on creativity evaluate/measure PR results Term What's the value of research? Definition Provides discussion and devate of relevant topics within the academy Ultimately, communication research helps practioners save time, resources and money Term Research Categorization Schemes Definition Primary/Secondary Formal/Informal Exploratory/ Confirmatory Scientific/ Non-scientific Descriptive/analytical Qualitative/quantitative Term Informal Primary Research Examples: Definition Conversations, Teleophone queries, Email questions, drop-in visits Term Informal Secondary Research Examples: Definition Exploring websites, reading organization's materials, newpaper articles search Term On-line databases Definition Burrelle's Broadcast Database Compuserve Datatimes dialog dow jones nexis source government database Term Formal Primary Research: Non-scientific (qualitative) Definition Focus-groups depth interviews participant observation Term SCientific Definition Surveys & Polls Experiments Term Key question for Scientific Research Surveys & Polls Definition Who is the population?? Term Population Definition the widest possible parameters of people whose opinions you wish to study Term Scientific Research Questions Definition Who is the population? How large is the sample? Which sampling method will be used? How will we contact the sample? What will we ask and how will we ask it? How will we analyze the information? Term Sampling Methods Definition Non-probability sample Probability/random sample census Term Non-probability sample Definition intercept convenient purposive Term Probability/random sample Definition systematic quota proportional Term Contact Methods Definition Mail questionaire Telephone interviews personal interviews electronic Term Depends on randomization of subject selection for scientific rigor and generalizabilty. Definition Survey Research Term Depends on randomization of subjects; however recruited, into various treatments Definition experimental research Term Sample Goals Definition Help save animal species from becoming extinct Improve image of Coca-Cola in Belgium Term Elements of Strategic Plan Definition Situational Analysis Objectives (motivational. informational) Audiences, stakeholders Strategy/key themes Tactics Calendar/timetable Budget Term If they face a problem, but do not recognize it, they are a: Definition latent public Term If they recognize a problem, they are an: Definition aware public Term If they do something about it they are an: Definition active public Term Sample PR strategies for the Issues Stage Definition Issues Management Public Information Campaign Symmetrical negotiation Crisis communication/management Term Interpersonal Tools in local campagins Definition direct mail campaign signs brochures cards newsletters speaking engagements door-to-door Term PR & Politics: The practitioner's role --> Definition Fundraising Budgeting Determining objectives/strategies Managing communications (media relations, writing position papers and speeches, developing graphics and video, advertising purchases, organizing special events, direct communications Term Role of Public Affairs/Public Information Officer: Definition Inform public about public's business improve effectiveness of communications provide feedback to government for improving programs assist management in strategic communication monitor public opinion serve as a voice for constituents assist government with media relations Term Types of non-profits Definition membership organizations advocacy groups social groups Term Associations Definition professional associations and societies trade associations produces associations chambers and councils federations and institutes Term Types of Advocacy Groups Definition Environment Social Issue Religious Term Types of Social Organizations Definition Services (Red Cross, Goodwill, Boy Scouts) Health (cancer, heart) Hospitals Religious Organizations Welfare Cultural Foundations Term Labor Unions make up: Definition 20,000,000 1 in 5 wage earners Term Communication is NOT Definition the transfer of meaning Term Signs Definition stimulus-response same response each time present tense only concrete Term Symbols Definition arbitrary abstract contextually bound Term All meaning is learned: Definition denotation connotation Term Top 3 non-profit organizations Definition 1. Lutheran Services 2. YMCA 3. Salvation Army Term Language is: Definition one system comprised of two systems: vocabulary syntax Term Communication is: Definition The exchange or transfer of symbols and signs in order to achieve isomorphism Term decode: Definition the process of deciding what meanings to attach to received signs and symbols Term encode Definition the process of assigning signs and symbols to thoughts that will be transmitted as a message Term Two Types of Diffusion Definition Diffusion of Inovation Diffusion of News Term Five-stage process Definition 1. awareness 2. interest 3. evaluation 4. trial 5. adoption/rejection Term Media Importance by Stage Definition 1. awareness --> mass channels 2. interest --> media, agencies, friends 3. evaluation --> friends and colleauges 4. Trial --> dealers, seales people, agencies, friends 5. adoption --> personal experiences Term News Diffusion Definition Broadcasters Recluses Information Seekers Term Agenda setting - two step flow Definition 1. from PR specialist to media 2. from media to target publics Term The media don't tell us what to think they tell us _________. Definition what to think about. Term Ways to create news Definition 1. tie in with news events of the day 2. conduct a poll 3. issue a report 4. arrange interview with a celebrity 5. arrange for a speech 6. hold an election 7. celebrate an anniversary 8. make analysis/prediction 9. issue summary of the facts 10. tie in with a holiday 11. make a trip 12. make an award 13. hold a contest 14. form and announce names for a committee 15. stage a special event 16. adapt national reports and surveys for local use 17. organize a tour. 18. inspect a project 19. stage a debate 20. Issue a protest Term Basic print communication tools for PR Definition news release press release press kit/media kit media advisory newsletters, electronic newsletters, magazines, brochures annual, quarterly reports email, web-site Term Uses & Gratifications Theory Definition People have different uses for media people seek and have different rewards from media messages in media does not equal message received Term Press kit/Media kit Definition -pitch letter -news releases -bio -fact sheet - backgrounder -photos Term Communication Tools for PR Definition Video news release Special Event The organization's message: (newsletter, annual report, stockholder meeting, trade show) Term 10 commandments of media Definition Know deadlines know publishing schedules what kind of resources do they have? remember correct written format Know technology preference always be accessible anticipate their needs maintain your credibility always be genuine know thy media Term Making a Message work Definition clarity simplicity avoid jargon use symbols, slogans, acronyms avoid cliches and hype avoid euphemisms avoid discriminatory language Term When attempting to commmunicate remember: Definition gain attention put together understandable message be credible practice creative repetition suggest action Term What makes a good news story? Definition proximity consequences conflict timeliness prominence novelty/irony current events Term How can you measure changes in behaviors and atttitudes Definition non-scientific: observations, focus groups, interviews scientific: base-line surveys (benchmarks) experiments, tracking attendance, purchases, behaviors Term Evaluation Activities Definition Communication audits Pre-test messages (split-message approach) meeting & event attendance newsletter readership content analysis readership interest surveys article recall advisory boards/tracking groups