Term
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Definition
-rhetorician and press agent
-to make $
-before Industrial rev.
-PT Barnum
-exploitative, manipulative |
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Term
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Definition
-journalistic and publicity tradition
-Ivy Lee: father of PR
-industrial Rev --> WW I
-nonprofits use PR, AT&T and Ford
-internal human relations |
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Term
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Definition
-father of PR
1. tell truth to publics
2. actions speak louder than words
3. balance org's interest with public interest |
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Term
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Definition
-communication and persuasion
-spread with WWI publicity and propaganda
-Walter Lipmann: public opinion and publics
-Harold Lasswell: mass persuasion and social influence
-Bernays |
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Term
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Definition
-believed in staged media events
-if msg supports public interests, theyll be persuaded
-conscious and intelligent manipulation of habits of masses
- |
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Term
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Definition
-publicity
-PR as broad based management function
1. tell truth
2. prove it with action
3. listen to consumer
4. manage for tomorrow
5. conduct PR as if whole company depends on it
6. remain calm, patient, good humored |
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Term
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Definition
relationship building and two way communication
-massive PR efforts to mobilize public support
-consumer economy which used PR
-persuasion --> mutual understanding
-Harold Burson
-PRSA, IABC, publications |
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Term
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Definition
1. dedicated employees
2. family atmosphere
3. successful recruitment and training
4. adopt new technologies and media |
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Term
| Global Information Society |
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Definition
-informal fifth stage
-push to pull of info
-more comm. channels
-merge of traditional and online media |
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Term
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Definition
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Term
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Definition
org. part of larger org. with many parts
-relationships, interdependency, mutuality
-closed and open systems |
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Term
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Definition
interpret audience behavior
Level of activity determined by:
1. problem recognition
2. constraint recognition
3. level of involvement
-explains why people are active on which issues |
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Term
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Definition
-awareness
-attitude
-beliefs-assessment
-behavior: actions |
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Term
| Factors affecting persuasion: |
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Definition
| -source, message, receiver |
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Term
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Definition
| economic metaphor of give and take, cost-benefit, reciprocity-exchange |
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Term
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Definition
-Albert Bandura
-learn by modeling role models
-model rewarding behaviors |
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Term
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Definition
-emerged with modernization.
5 stages to adoption:
1. awareness
2. interest
3. evaluation
4. trial
5. adoption
-2 step information flow model |
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Term
| Uses and gratifications theory |
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Definition
media's effects on people --> people's effects on media. what do they do with it?
3 stages:
1. selective exposure
2. ' ' interpretation
3. ' ' retention
-seek media content to satisfy: entertainment, info, diversion, substituting relationships, shaping/reflecting personal identities |
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Term
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Definition
Maxwell McCombs, Donald Shaw
-tells people what to think ABOUT |
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Term
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Definition
It is a type of “Persuasive Communication”
It is “purposive”, deliberate, and planned
It is a “Two-Way” communication process, based on exchange of messages
It creates a “Win-Win” situation
It shapes “Public Opinion” trends
It appeals to particular “Publics” with specific demographic characteristics and interests |
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Term
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Definition
| Group that shares common interest, goals, objectives, opinion |
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Term
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Definition
| opinion widely shared by majority of people in society around current topic of interest and significance |
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Term
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Definition
1. programming
2. building successful relationships
3. writing and editing
4. sharing and transmitting info
5. production
6. special events planning
7. public speaking
8. research and evaluation |
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Term
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Definition
must contain:
1. defamation
2. publication
3. identification
4. fault
5. malice-only applicable to public figures
6. damage |
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Term
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Definition
4 types:
1. appropriation-using person's name for monetary gain
2. publication of private info
3. intrusion
4. false light
-best protection is written consent |
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Term
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Definition
debate btwn civil liberties and security
-allowed govt officials access to private info to obstruct terrorism |
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Term
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Definition
| written consent to use another's intellectual property |
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Term
| can use portion of copyrighted if: |
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Definition
1. not taken out of context
2. attributed
3. doesn't materially affect market
4. if used for scholastic, research purposes
5. if doesnt exceed certain % of work |
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Term
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Definition
1. expertise
2. autonomy
3. commitment to public good
4. responsibility to social welfare |
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Term
| informal research techniques |
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Definition
| record keeping, casual monitoring, focus groups, committees |
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Term
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Definition
| content analysis, surveys, experimental research |
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Term
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Definition
| determine public's perception of org's social responsibility |
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Term
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Definition
1. strategic plans-long term, senior management, goals and policies
2. tactical-short term, junior management, concrete steps
3. standing plans-long term. policies, procedures, rules |
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Term
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Definition
-goals in relation to mission
-determines present situation
-threats and opps (SWOT)
-target audience
-theme
-objective
-strategies
-implementation tactics
-evaluation techniques
-budget
-timetable
-personnel |
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Term
| management by objectives (MBO) |
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Definition
-short and long term objectives, developing plans to accomplish
-occurs at every level
-determines effectiveness of PR |
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Term
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Definition
-select audience
-diffusion process steps
-choose channels influence
-adoption process-2 step, multi step flow |
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Term
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Definition
-inverted pyramid
-package ideas
-media selection-un/controlled, timing, budget, audience |
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Term
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Definition
-advice to management
-avoid past mistakes
-modify current efforts
-plan better for future |
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Term
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Definition
1. preparation-msg content, format, quality
2. implementation-how many msgs received; how theyre distributed, placed in media
3. impact-how many learned msg and changed attitudes |
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Term
| formative, summative evaluation |
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Definition
formative- in progress monitoring
summative-results and outcomes, summarize previous steps and assessments |
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Term
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Definition
limits scope to msgs and events planned for campaign and their effects on publics. includes pretest/posttest
disadvantages:
-cant guarantee objectives will be achieved
-cant ensure change in behavior bc doesnt consider external factors |
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Term
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Definition
-long term, ongoing
-external factors
can include evaluating:
-administrative processes
-employee publications
-media relations |
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