Shared Flashcard Set

Details

COM 259
Test #2 Ch. 6, 7, 10, 13
44
Communication
Undergraduate 2
10/19/2011

Additional Communication Flashcards

 


 

Cards

Term
Four Essential Steps of Effective PR
Definition

1.) Research

2.) Planning

3.) Communication

4.) Measurement

Term
DWD
Definition
Driving While Distracted
Term
Research
Definition

Provides the information required to understand the needs of publics and to develop powerful messages.

It is the controlled, objective, and systematic gathering of information for the purpose of describing and understanding.

Term
Planning
Definition
Referred to as the central function of management, it is the process of setting goals and objectives and determining ways to meet them.  The best form is systematic-gathering info, analyzing it, & creatively applying it for the specific purpose of attaining an objective.
Term
Measurement
Definition

AKA Evaluation

Executives justifiably demand accountability from PR practitioners.  These techniques provide a means for demonstrating to management that PR is achieving objectives and contributing in a meaningful way to the organization.

Term
Communication
Definition

Related to message strategy.

Making a message more appealing and persuasive to the public.

Term
Qualitative Research
Definition

Affords researchers rich insights and understanding of situations or target publics.  It also provides "red flags," or warnings, when strong or adverse responses occur.

"Soft" data

Usually uses open-ended questions

"fishing expedition" type research

Valid, but not reliable

Rarely projectable to larger audiences

generally uses nonrandom samples

Ex. Focus groups, one-on-on, in-depth interviews, observations, participation, role-playing studies, & convenience polling

Term
Quantitative Research
Definition

Often more expensive and complicated, but it allows for greater extrapolation to large populations.  If enormous amounts of money are to be spent on a national campaign, it may be best to make an investment in this type of research.

"Hard" data

Usually uses close-ended questions

Requires forced choices

Highly Structured

Generally uses random samples

Ex. Telephone polls, mail surveys, mall-intercept studies, face-to-face interviews, shared cost/omnibus studies, and panel studies.

Term
Organizational Materials
Definition

Pollicy Statements, speeches by key executives, past issues of employee newsletters & magazines, reports on past public relations & marketing efforts, & news clippings.

AKA Archival Research

Term
Library & Online Database Methods
Definition
Reference books, academic journals, & trade publications
Term
Content Analysis
Definition

The systematic & objective counting or categorizing of content.

Appropriate for the analysis of documents, speeches, media releases, video content & scripts, interviews, and focus groups.

Must be done OBJECTIVELY

Term
Focus Group
Definition

Informal research procedure that develops qqualitative information rather than hard data.  Results obtained through this research technique cannot be summarized by percentages or even projected to an entire population.

Helps identify the attitudes and motivations of important publics.

Lasts 1-2 hours

8-12 people

Term
Scientific Sampling Methods
Definition

Based on two important factors:

1.) Randomness

2.) Large # of respondents

Highly Percise

Term
Random Sampling
Definition
Everyone in the targeted audience has an equal or known chance of being selected for the survey.
Term
Methods of Delivery
Definition

1.) Mail Questionnaires

2.) Telephone Surveys

3.) Personal Interviews

4.) Piggyback or Omnibus Surveys

5.) Web & E-mail surveys

Term
Piggyback Surveys
Definition

AKA Omnibus Survey

An organization "buys" a question in a national survey conducted by a survey organization such as Gallup or Harris.

Term
Approaches to Planning
Definition
MBO (Management by Objective) & Kechum's model
Term
9 Basic MBO Steps
Definition

1.) Client/Employer Objectives

2.) Audience/Publics

3.) Audience Objectives

4.) Media Channels

5.) Media Channel Objectives

6.) Sources and Questions

7.) Communication Strategies

8.) Essence of the Message

9.) Nonverbal Support

Term
Client/Employer Objectives
Definition

What is the purpose of the communication, and how does it promote or achieve the objectives of the organization?

Ex. "to make consumers aware of the product's high quality."

Term
Audience/Publics
Definition
Who exactly should be reached with the message, and how can that audience help achieve the organizations objectives?  What are the characteristics of the audience, and how can demographic information be used to structure the message?
Term
Audience Objectives
Definition
What is it that the audience wants to know, and how can the message be tailored to audience self-interest?
Term
Media Channels
Definition
What is the appropriate channel for reaching the audience and how can multiple channels reinforce the message?
Term
Media Channel Objectives
Definition
What is the media gatekeeper looking for in a news angle, and why would a particular publication be interesed in the information?
Term
Sources & Questions
Definition
Which primary & secondary sources of information are required to provide a factual base for the message?  Which experts should be interviewed?  Which databases should be used to conduct research?
Term
Communication Strategies
Definition
Which factors will affect the dissemination & acceptance of the message? Are there other events or pieces of information that negate or reinforce the message?
Term
Essence of the Message
Definition
What is the planned communication impact on the audience?  Is the message designed merely to inform, or is it designed to change attitudes and behavior?
Term
Nonverbal Support
Definition
How can photographs, graphs, films, and artwork clarify and visually enhance the written message?
Term
Ketchum's Strategic Planning Model
Definition
Encourages professionals to ask and determine answers to key questions about facts, goals, and audiences when planning PR efforts.  Identifies: facts, goals, audience, and key message.
Term
PR Program Plan
Definition

Identifies what is to be done, why and how to accomplish it.

Is informed by proactive research and involves tracking issues to asses potential competition or threats.

Helps determine how much of a threat the situation poses to the organization.

Term
8 Elements of a Program Plan
Definition

1.) Situation

2.) Objectives

3.) Audience

4.) Strategy

5.) Tactics

6.) Calendar/Timetable

7.) Budget

8.) Measurement

Term
1.) Situation
Definition

PR professionals cannot set valid objectives without a clear understanding of the situation that led to the conclusion that there was a need for a PR program.

*3 Situations often prompt a PR Program: The organization must conduct a remedial program to overcome a problem or negative situation; the organization needs to conduct a specific one-time project; or the organization wants to reinforce an ongoing effort to preserve its reputation and public support.

Term
Remidial Program
Definition
Loss of market share and declining sales.
Term
2.) Objectives
Definition

Should not be the "means" but the "end."

Complement and reinforce the organizations objectives.

They are either informational or motivational.

Designed primarily to expose audiences to information and to increase awareness of an issue, an event, or a product.

Can be evaluated by asking three questions:

1.) Does it really address the situation?

2.) Is it realistic & achievable?

3.) Can success be measure in meaningful terms?

 

Term
Informational Objectives
Definition

Expose audiences to information and increase an awareness of and issue, event, or product.

*One difficulty is measuring how well a particular objective has been achieved. They are abstract and hard to quantify.

Term
Motivational Objectives
Definition

Bottom-line oriented

Based on clearly measurable results that can be quantified.

Goal is an increase in product sales

Term
3.) Audience
Definition

Target specific publics within the general public through market research that identifies key publics based on such demographic factors as age, income, social strata, education, existing ownership, or consumption of specific productst and residence.

Need to be informed, persuaded, and motivated

Term
4.) Strategy
Definition

Describes how a campaign will achieve objectives; it provides guidelines and themes for the overall program.

*Statements provide a rationale for planned actions and program components.

*Should determine key themes and messages to reiterate throughout the campaign on all publicity materials.

Term
5.) Tactics
Definition

"Nuts & Bolts"

Describe the specific activities that put strategies into operation and achieve the stated objectives. Reach primary and secondary audiences with key messages.

Term
Primary Audience
Definition
People whom the product directly pertains to. NOT THE GENERAL PUBLIC
Term

6.) Calendar/Timetable

 

Definition

3 Aspects:

1.) Deciding when a campaign should be conducted.

2.) Determining the proper sequence of activities.

3.) Compiling a list of steps that must be completed to produce a finished product.

Term
7.) Budget
Definition

"How much will this program cost?"

Organization establishes an amount they can afford and then asks the PR staff or firm to write a program that fits the budget.

Two categories:

1.) Staff Time

2.) OOP (Out of Pocket) Expenses

Use two columns.  The left column lists the staff cost for writing a pamphhlet or compiling a press kit.  The right column lists the actual OOP

Term
8.) Measurement
Definition

The element of a plan that relates directly back to the stated objectives of the program.

Should be realistic, credible, specific, and in line with client or employer expectations.

Entails a compilation of news clips, analysis of key message pint appearance, determining the # of brochures distributed, estimated # of viewers who saw a video news release, sales or market share increases, # of people who called a toll-free # for more information, or benchmark surveys that measure people's perceptions before and after a campaign.

Term
Staff Expenses
Definition

Consume the lion's share of any PR budget.

Not unusual for 70% of the program cost to consist of salaries and administrative fees.

Term
OOP Expense
Definition
Allocate approximately 10% of the budget for contingencies or unexpected costs.
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