Term
| How can research help us? |
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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 |
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Term
| What's the value of research? |
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Definition
Provides discussion and devate of relevant topics within the academy
Ultimately, communication research helps practioners save time, resources and money |
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Term
| Research Categorization Schemes |
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Definition
Primary/Secondary
Formal/Informal
Exploratory/ Confirmatory
Scientific/ Non-scientific
Descriptive/analytical
Qualitative/quantitative |
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Term
| Informal Primary Research Examples: |
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Definition
| Conversations, Teleophone queries, Email questions, drop-in visits |
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Term
| Informal Secondary Research Examples: |
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Definition
| Exploring websites, reading organization's materials, newpaper articles search |
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Term
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Definition
Burrelle's Broadcast Database
Compuserve
Datatimes
dialog
dow jones
nexis
source
government database |
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Term
Formal Primary Research:
Non-scientific (qualitative) |
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Definition
Focus-groups
depth interviews
participant observation |
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Term
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Definition
Surveys & Polls
Experiments |
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Term
| Key question for Scientific Research Surveys & Polls |
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Definition
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Term
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Definition
| the widest possible parameters of people whose opinions you wish to study |
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Term
| Scientific Research Questions |
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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? |
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Term
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Definition
Non-probability sample
Probability/random sample
census |
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Term
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Definition
intercept
convenient
purposive |
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Term
| Probability/random sample |
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Definition
systematic
quota
proportional |
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Term
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Definition
Mail questionaire
Telephone interviews
personal interviews
electronic |
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Term
| Depends on randomization of subject selection for scientific rigor and generalizabilty. |
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Definition
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Term
| Depends on randomization of subjects; however recruited, into various treatments |
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Definition
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Term
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Definition
Help save animal species from becoming extinct
Improve image of Coca-Cola in Belgium |
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Term
| Elements of Strategic Plan |
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Definition
Situational Analysis
Objectives (motivational. informational)
Audiences, stakeholders
Strategy/key themes
Tactics
Calendar/timetable
Budget |
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Term
| If they face a problem, but do not recognize it, they are a: |
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Definition
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Term
| If they recognize a problem, they are an: |
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Definition
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Term
| If they do something about it they are an: |
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Definition
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Term
| Sample PR strategies for the Issues Stage |
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Definition
Issues Management
Public Information Campaign
Symmetrical negotiation
Crisis communication/management |
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Term
| Interpersonal Tools in local campagins |
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Definition
direct mail
campaign signs
brochures
cards
newsletters
speaking engagements
door-to-door |
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Term
| PR & Politics: The practitioner's role --> |
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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 |
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Term
| Role of Public Affairs/Public Information Officer: |
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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 |
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Term
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Definition
membership organizations
advocacy groups
social groups |
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Term
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Definition
professional associations and societies
trade associations
produces associations
chambers and councils
federations and institutes |
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Term
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Definition
Environment
Social Issue
Religious |
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Term
| Types of Social Organizations |
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Definition
Services (Red Cross, Goodwill, Boy Scouts)
Health (cancer, heart)
Hospitals
Religious Organizations
Welfare
Cultural
Foundations |
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Term
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Definition
20,000,000
1 in 5 wage earners |
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Term
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Definition
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Term
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Definition
stimulus-response
same response each time
present tense only
concrete |
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Term
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Definition
arbitrary
abstract
contextually bound |
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Term
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Definition
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Term
| Top 3 non-profit organizations |
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Definition
1. Lutheran Services
2. YMCA
3. Salvation Army |
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Term
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Definition
one system comprised of two systems:
vocabulary
syntax |
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Term
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Definition
| The exchange or transfer of symbols and signs in order to achieve isomorphism |
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Term
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Definition
| the process of deciding what meanings to attach to received signs and symbols |
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Term
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Definition
| the process of assigning signs and symbols to thoughts that will be transmitted as a message |
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Term
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Definition
Diffusion of Inovation
Diffusion of News |
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Term
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Definition
1. awareness
2. interest
3. evaluation
4. trial
5. adoption/rejection |
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Term
| Media Importance by Stage |
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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 |
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Term
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Definition
Broadcasters
Recluses
Information Seekers |
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Term
| Agenda setting - two step flow |
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Definition
1. from PR specialist to media
2. from media to target publics |
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Term
| The media don't tell us what to think they tell us _________. |
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Definition
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Term
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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 |
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Term
| Basic print communication tools for PR |
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Definition
news release
press release
press kit/media kit
media advisory
newsletters, electronic newsletters, magazines, brochures
annual, quarterly reports
email, web-site |
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Term
| Uses & Gratifications Theory |
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Definition
People have different uses for media
people seek and have different rewards from media
messages in media does not equal message received |
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Term
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Definition
-pitch letter
-news releases
-bio
-fact sheet
- backgrounder
-photos |
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Term
| Communication Tools for PR |
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Definition
Video news release
Special Event
The organization's message: (newsletter, annual report, stockholder meeting, trade show) |
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Term
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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 |
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Term
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Definition
clarity
simplicity
avoid jargon
use symbols, slogans, acronyms
avoid cliches and hype
avoid euphemisms
avoid discriminatory language |
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Term
| When attempting to commmunicate remember: |
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Definition
gain attention
put together understandable message
be credible
practice creative repetition
suggest action |
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Term
| What makes a good news story? |
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Definition
proximity
consequences
conflict
timeliness
prominence
novelty/irony
current events |
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Term
| How can you measure changes in behaviors and atttitudes |
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Definition
non-scientific: observations, focus groups, interviews
scientific: base-line surveys (benchmarks) experiments, tracking attendance, purchases, behaviors |
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Term
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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 |
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