Term
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Definition
-Sometimes referred to as the “implementation” stage
-It is based on the research and planning aspects of the first 2 steps
(Defining the PR Problem, Planning & Programming) |
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Term
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Definition
-Do it, don’t just say it
-Typically includes changes in an organization’s:
-Policies
-Procedures
-Products
-Services
-Behavior |
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Term
| Components of the action strategy |
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Definition
-Acting responsively & responsibly
-Coordinating action & communication
-Action as an open systems response |
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Term
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Definition
-Supports the action program
-Informing internal & external publics
-Persuading those publics to support & accept the action
-Instructing publics in skills needed to translate intention into action |
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Term
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Definition
-Coordinating action & communication
-Alert consumers of tampering
-Stop production
-Establish a liaison
-Recall product
-Design tamper-resistant packaging
-Return product to the market reassuring publics |
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Term
| Action as an open systems response |
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Definition
-Action strategy changes as an organization changes
-Corrective action serves the mutual interests of an organization and its publics |
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Term
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Definition
-In order to frame the message…
-Know the client’ s position and the problem situation intimately
-Know the needs, interests & concerns of the target publics
-Effective communication must be designed for the situation, time, place & audience
-Advances in technology & specialized media are opening up a wealth of possibilities for serving the needs of special audiences
-All PR problems deal with people & are designed to bring people & their viewpoints closer together
-Need to target specific messages to specific audiences to achieve specific results |
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Term
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Definition
-Use media most closely identified with the audience's position
-Use communication sources with high credibility for the audience on the topic
-Play down the differences
-Seek identification in vocabulary and/or anecdote with audience removed from the issue
-Establish communicator’s position as being the majority opinion, defining the majority from the audience itself
-Bring the audience’s group identifications into play, when those identifications will help develop a positive response. But it can also hurt!
-Modify the message to fit the organization’s need. |
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Term
| Traditional newsworthy criteria |
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Definition
*Impact – number of those affected
*Proximity – distance between audience & problem/issue
*Timeliness – perishability
*Prominence – recognizable & well known
*Novelty – unusual
Conflict |
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Term
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Definition
-Your message is only a small influence on people
-People sympathetic/give attention to messages within their personal POV
-Media have separate communities
-Media have a wide variety of effects on people, knowledge and behavior and isn’t easily measured |
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Term
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Definition
*The science of what words mean
*Constantly changing; needs monitoring
*Need to be able to tell what words mean
*Make constant decisions about word meanings
*Denotative – common dictionary meaning
*Connotative – emotional/evaluative meaning
*Code words – unspoken but unmistakable meaning – “right to life” |
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Term
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Definition
-Communication is more than just semantics
-Symbols meet needs; compress/convey complex messages
-Gives definiteness & distinction
-Gives consistency & stability
Examples:
-Red Cross or Smokey the Bear |
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Term
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Definition
-Barriers to understanding & clarifying the message
-Physical, psychological & emotional
-Stereotypes – impressions based on limited facts
-Distorted stereotypes are the problem
-Serve as a defense mechanism in unfamiliar situations
-PR has to be sensitive to stereotyping through word choice |
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Term
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Definition
-Why campaigns fail
chronic “know-nothings”
-Interested people acquire the most info
-People seek compatible info
-People interpret info differently
-Info itself doesn’t necessarily change attitudes
-Faulty assumptions about what the public wants to know
-Lack of specific achievable goals |
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Term
| Disseminating the message |
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Definition
*Aimed at the right audience with the right message at the right time
*Diffusion – the process by which new ideas and practices are spread to members of a social system
*Stages– knowledge, persuasion, decision, implementation, confirmation |
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Term
| Lipmann’s Barriers to Communication |
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Definition
-Artificial censorship
-Limitation of social contact
-Meager time to pay attention to Public affairs
-Distortion because of compression of messages
-Difficulty of making a small vocabulary express a big, complicate world
-Fear of facing those facts that seem to threaten established routine |
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Term
| Gallup’s Regulator of Absorption Rate of New Ideas |
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Definition
-Complexity of the idea
-Factors of difference from accustomed patterns
-Competition with prevailing ideas
-Is idea susceptible to demonstration & proof?
-How strong are vested interests that will block proposed change?
-Does proposal meet a felt need?
-Frequency with which public is reminded of new idea |
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Term
| Reconsidering the process |
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Definition
-Effective communication requires:
-Adequate information
-Credibility
-Comprehension
-Channel
-Capacity to comprehend
-Relevance to interests
-Response |
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Term
| Implementing the strategies— the 7 Cs of communication |
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Definition
-Credibility
-Context
-Content
-Clarity
-Continuity
-Channels
-Capabilities |
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