Details Title: PR Terms Test 2 Description: Definitions Total Flash Cards: 95 Created: 03/23/2009 17:16:43		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 Secondary research Definition existing information in books, articles, etc Term Convenience polls Definition people are intercepted in public places and asked their opinions Term Purposive interviewing Definition interviewees are carefully selected based on their expertise, influence, leadership in the community Term Random sample (probability survey) Definition everyone in the targeted audience has an equal or known chance of being selected in the survey Term Nonprobability survey Definition not random at all (aka mall intercept interviews) Term Quota sampling Definition draw a random sample that matches the characteristics of the audience Term Advocacy research Definition surveys with questions that use highly charged words that elicit an emotional reaction from the respondent Term Benchmarking Definition regular monitoring of such items as media coverage, internet discussion groups, blogs, etc Term Courtesy bias Definition questions that tend to elicit the "correct" response Term Piggyback survey Definition an organization pays much less to participate in a poll than to conduct its own survey also called omnibus survey where an organization buys one or two questions in a national survey conducted by a national polling firm Term Management by objective (MBO) Definition provides focus and direction for formulating strategy to achieve specific organizational objectives Term Two-way symmetrical communication Definition communication is balanced between the sender and the receiver Term Media uses and gratification theory of communication Definition communication process is interactive. The communicator wants to inform and persuade, the recipient wants to be entertained/informed/alerted to opportunities Term Semantic noise Definition language is delivered to a general audience Term Source credibility Definition do members of audience perceive the source as knowing and expert on the subject Term Sleeper effect Definition Carl Hovland; even if organizations are perceived initially as not being credible sources, people may retain the info and eventually separate the source from the opinion Term Opinion leaders Definition influentials/catalysts Term Media impressions Definition potential audience reached by a periodical, broadcast program, or an internet website Term Day-after recall Definition participants are asked to view a specific tv program or read a particular story and then are interviewed the next day to see what messages they remembered Term Baseline study Definition measurement of audience attitudes and opinions before, during, after a PR campaign. Also called benchmark studies Term Pilot test Definition companies often test the message and key copy points in selected cities to learn how the media accept the message and how publics react Term Split-message Definition two or three different appeals may be prepared by a charitable organization and sent to different audiences Term Public opinion Definition opinions on controversial issues that one can express in public without isolating oneself sum of individual opinions on an issue affecting those individuals Term Formal opinion leaders or power leaders Definition elected officials, presidents, heads of groups Term Informal opinion leaders Definition those who have clout with peers because of some special characteristic Term Two-step flow theory Definition mass media opinion leaders public Term N-step theory Definition individuals are seldom influenced by one opinion leader but interact with different leaders around one issue Term Limited-effects model of mass media Definition mass media ordinarily does not serve as a necessary and sufficient cause for audience effects but rather functions among and through a nexus of mediating factors and influence Term Framing Definition how journalists select certain facts, themes, treatments, and words to "frame" a story Term Ethos Definition source credibility Term Logos Definition logical argument Term Pathos Definition emotional appeal Term Preventive public relations Definition maintain the reservoir of goodwill most effective type of public relations Term Psychographics Definition lifestyle, attitudes, beliefs Term Expertise Definition does the audience perceive the person as an expert on the subject? Term Sincerity Definition does the person come across as an expert on the subject? Term Charisma Definition is the individual attractive, self-assured, and articulate, projecting an image of competence and leadership? Term Application story or case study technique Definition manufacturer prepares an article on how an individual or company is using the product Term Bullet theory or hypodermic-needle theory Definition people received information directly, without intervening variable Term Controlled media Definition use of communication channels that reach directly with the target audience Term Persistence nagging Definition plea that is repeated over and over again Term Importance nagging Definition appeals to parents desire to provide the best for their children Term E-generation Definition today's youth and young adults Term News release or press release Definition simple document whose primary purpose is the dissemination of information to mass media such as newspapers, broadcast stations, and magazines Term Mat feature release Definition feature angle is usually used instead of a lead that gives a key message Term Media alerts or advisories Definition memos used to let the media know about an interview opportunity with a visiting expert or art them that a local person will be featured on a network television program Term Media kit or press kit Definition gives editors and reporters a variety of information and resources that make it easier for the reporter to write about the topic Term Audio news releases (ANR) Definition concise and to the point, written for the ear, writing style does not need to be complete or grammatically correct Term Actuality Definition person with a good radio voice reads the entire announcement and the person doing the reading may not be identified by name Term Soundbite Definition message comes from a "real" person rather than a nameless announcer Term Public service announcement Definition unpaid announcement that promotes the programs of government of voluntary agencies or that services the public interest Term Radio media tour (RMT) Definition spokesperson conducts a series of around-the-country, one-on-one interviews with a series of radio stations from a central location Term Video news release (VNR) Definition formatted for immediate use with a minimum of effort by station personnel Term Talking head Definition more sophisticated approach of having a spokesperson talk directly into the camera for 30 seconds Term Magazine shows Definition tv program format that is based on a variety of video segments in much the same way that print magazines have a variety of articles Term Talent coordinator Definition responsible for booking a constant supply of timely guests for the show Term Podcasting Definition a digital recording of a radio broadcast or similar program, made available on the internet for downloading to a personal audio player Term Blogs Definition regularly updated online personal journals with links to items of interest on the web Term Webcasting Definition news feeds and online news conferences on the internet to reach an ever-expanding audience through continuous audio and video Term Situation analysis Definition big picture/broad objective Term Tactics Definition how will you enact strategy to reach your objective , the specific activities through which strategies will be implemented Term Evaluation Definition did you accomplish your objectives? Term Public relations problem Definition gap between where we are and where we want to be Term Input objective Definition there is no public Term Output objective Definition there is a public Term Strategy Definition the concept, approach, general plan for the program designed to achieve the goal Term Secondary research Definition research collected by other organizations with relevance to the situation or problem Term Depth interview Definition an open-ended interview in which an individual is encouraged to discuss an issue, problem, question in his/her own terms Term Field observation Definition research immersed in public under study Term Content analysis Definition systematic and objective counting or categorizing of content, including print media, broadcast media, interview responses, etc Term Focus groups Definition directed discussion centered around an issue, problem question led by a moderator, involving 8-12 homogenous participants Term Dissemination Definition measurements of media exposure Term Audience awareness Definition measurements of audience awareness and understanding of a message Term Audience attitude or behavior Definition audience response directly tied to communication influence Term Public Definition group of people who have the ability to influence an organization's success Term Latent Definition potential for interest on a problem or issue but are not yet aware Term Aware Definition recognize an issue or problem but not yet motivated to respond Term Active Definition organized to respond to a situation or problem, involved in the issue or concern Term Media framing Definition what gatekeepers choose to present influences what the public knows and believes about an issue or situation Term Uncontrolled media Definition any medium with a media gatekeeper between the organization and its public Term Controlled media Definition no media gatekeeper between the organization and public Term Selective interpretation Definition publics tend to interpret messages according to their preexisting values, attitudes, opinions Term Strategic responses Definition use strategic language to preserve openness; avoid hot language to prevent polarization Term Selective retention Definition publics tend to remember only a small part of the messages to which they attend Term Source credibility Definition expertise, sincerity, charisma, trustworthiness, similarity Term Cognitions Definition thoughts, beliefs, attitudes Term Dissonance Definition disharmony Term Cognitive dissonance Definition disharmony between our thoughts; a feeling of imbalance or discomfort resulting from inconsistent cognitions Term Social support Definition people tend to express ideas for which they are rewarded socially Term Spiral of silence Definition unless it is in public opinion, people will not talk about it Term Compatibility Definition your new idea is consistent and compatible with current conditions Term Relative advantage Definition show your idea is better than what it is replacing Term Observability Definition make it so people can observe the advantages and disadvantages Term Hard news Definition report of an event that happened or that was disclosed within the previous 24 hours and treats an issue of ongoing concern Term Soft news Definition not about timeliness, treats an issue of public concern or interest