Term
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Definition
| Involves predicting or establishing a desired future goal, determining what forces will help hinder movement toward the goal and formulating a plan for achieving it |
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Term
| American Heart Association |
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Definition
| "seal of approval" program was canceled under heavy pressure from the government |
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Term
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Definition
| Regetted sending soccer balls with a picture of the Saudi flag on them with script of Allah and Prophet Mohammed on them |
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Term
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Definition
| Oil spill, remains the classic case study of inadequate planning and programming |
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Term
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Definition
| The determination of the basic long-term goals and objectives of an enterprise and the adoption courses of action and the allocation of resources necessary to carry out these goals |
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Term
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Definition
| Provides the overall goal and direction within which an organizations divisions operate |
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Term
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Definition
| Establishes the goals and directions for each division, each operating unit etc. |
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Term
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Definition
| Strategy takes the form of a systematic plan and guidelines for achieving corporate and business level strategies |
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Term
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Definition
| Strategies develop over time, representing a pattern of decisions that respond the environment |
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Term
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Definition
| In many organizations top management limits public relations participation in management decision making |
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Term
|
Definition
| Involves making decisions about program goals and objectives, identifying key publics, setting policies or rules and determining strategy |
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Term
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Definition
| Purpose is to instill a sense of mission, values and behavior standards throughout an organization. Each organization has to create its own culture |
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Term
| MBO (Management by Objectives) |
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Definition
| Systematically applies effective management techniques to running an organization |
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Term
| The two levels of outcomes that MBO operates at are: |
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Definition
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Term
|
Definition
| Goals are summative statements that spell out the overall outcomes of a program |
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Term
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Definition
| The specific knowledge, opinion and behavioral outcomes to be achieved for each well-defined target public |
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Term
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Definition
| The overall concept, approach, or general plan for the program designed to achieve a goal |
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Term
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Definition
| Refers to the operational level, the actual events, media and methods used to implement the strategy |
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Term
| Harold Burson says PR must help organizations decide... |
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Definition
| Not only how to say it and what to say, but also what to do. |
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Term
| Working theory (strategy) |
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Definition
| Guides how a special event is designed, how a newsletter or press release is worded and how a community function is conducted |
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Term
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Definition
| Guides most public communication programs (information gain -> opinion change -> behavioral change) |
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Term
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Definition
| Treating an abstraction as if it exists as a concrete or material entity. the general public is the grandest most useless one |
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Term
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Definition
| People who do not face a problem or situation in which they are mutually involved with or affected by either an organization or other people |
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Term
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Definition
| People who are simply unaware of their connection to others |
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Term
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Definition
| People who recognize that they are somehow affected by or involved in a problem situation |
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Term
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Definition
| A person who begins to communicate and organize to do something about a problem |
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Term
| The key to defining publics is... |
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Definition
| Identify how people are involved and affected in the situation for which the program intervention is being developed |
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Term
| Three levels of outcomes: |
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Definition
| Knowledge, Predisposition, Behavioral |
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Term
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Definition
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Term
|
Definition
| Change in opinion or attitude |
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Term
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Definition
| Change the way a person acts |
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Term
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Definition
| Anticipating the worst things that could possibly happen to an organization |
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Term
| Eight types of crises caused by either management or environmental forces are: |
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Definition
| Natural, Technological, Confrontation, Malevolence, Skewed Management Values, Deception, Management Misconduct and Business and Economic. |
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Term
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Definition
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Term
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Definition
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Term
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Definition
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Term
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Definition
| Most dreaded, happen so suddenly and unexpectedly there is little or not time for research or planning |
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Term
|
Definition
| Allows more time for research and planning but may erupt suddenly after brewing for some time |
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Term
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Definition
| Can persist for months or years |
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Term
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Definition
| A place where information moves from the institution directly to the publics |
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Term
| 2 parts of an information center: |
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Definition
| One part deals with publics the other with coordination |
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Term
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Definition
| The workhorse of the public information system |
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Term
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Definition
| People who use newspapers to get information they think will be useful for day to day activity |
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Term
|
Definition
| People that use newspapers to get advice and guidance for forming and validating opinions |
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Term
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Definition
| People that use newspapers as an enjoyable habit |
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Term
|
Definition
| People that use newspapers as a source of information for impressing others |
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Term
|
Definition
| People that use newspapers for a variety of reason, not a single pattern |
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Term
|
Definition
| No other medium offers comparable audience size and breadth day in day out, or range in depth of content. Most are local, and have intimacy |
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Term
|
Definition
| United Press International, operates under the principles that it provides an independent coverage of world news that any paper can purchase |
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Term
|
Definition
| Pubic Relations Newswire introduced electronic distribution of news releases. Charges clients to submit news releases |
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Term
|
Definition
| Historians generally agree that he originated the concept of a magazine |
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Term
|
Definition
| Magazines enable communicators to target specific messages to specific audiences |
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Term
| The changing magazine market |
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Definition
| From general magazines to specialized publications reflects the nations changing interests. |
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Term
|
Definition
| Opinion leaders read magazines, young and diverse populations read magazines, they provide more durable information, in depth |
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Term
|
Definition
| The most common technique for placing a message on television, however is providing video for news in the form of a VNR |
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Term
|
Definition
| No other medium matches its ability to provide a window on the world |
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Term
| Public Service announcements |
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Definition
| On radio and TV - 10, 30, or 60 seconds in length, that promotes programs and serviecs of gov. and voluntary agencies |
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Term
|
Definition
| A mobile medium suited for mobile people |
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Term
|
Definition
| Opinion leaders read magazines, young and diverse populations read magazines, they provide more durable information, in depth |
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Term
| The changing magazine market |
|
Definition
| From general magazines to specialized publications reflects the nations changing interests. |
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Term
True False: Magazines enable communicators to target specific messages to specific aduiences
true |
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Definition
|
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Term
|
Definition
| Historians generally agree that he originated the concept of a magazine |
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Term
| Satellite Media Tour (SMT) |
|
Definition
| Replaced the time-consuming and expensive city hopping that was formerly part of political campaigns |
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Term
CATV
COMMUNITY ANTENNA TELEVISION- CAT(T)V |
|
Definition
| The first community-antenna television |
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Term
|
Definition
| Offer interactive services such as shopping, banking, information, local and long distance telephone services, and emergency alert connections to police and fire |
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Term
| DSL (digital subscriber line) |
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Definition
| Linked viewers 24 hours a day directly to central computers to retrieve and send information |
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Term
|
Definition
| Useful tool for practitioners trying to reach Web-Savvy publics |
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Term
| SEO (Search Engine optimization) |
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Definition
| Involves figuring out how to get an organizations name to come up at the top of search websites such as google. |
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Term
| Interactive Communication |
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Definition
| The essence of building and maintaining relationships |
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Term
|
Definition
| Journalists, editors, people who decide what Public Relations stories make it to the media |
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Term
| Authoritarian Media System |
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Definition
| Media are subordinate to the state which controls the press and restricts what they cover... Iraq under saddam |
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Term
|
Definition
| The state controls the media and requires it to espouse and promote marxist ideals and philosophy |
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Term
| Revolutionary Media System |
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Definition
| Often exists in conjunction with authoritarian or communist. Its effort is to spread information suppressed by the state media |
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Term
|
Definition
| Found in any country where the news media are free to report on whatever they wish... within social responsibility (not necessarily national goals (ex: toward development) |
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Term
| Developmental Media System |
|
Definition
| Found in 3rd world countries this media system is free as long as it supports national goals toward development |
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Term
| True or False: Practitioners cannot conduct media relations abroad the way they do at home |
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Definition
| TRUE - there are laws in other countries that must be respected, and other obstacles to practitioners abroad |
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Term
|
Definition
| Information is made available to credentialed journalists with the understanding that they will not share the information until given permission. EMBARGO=NO SHARING until permission is given |
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Term
|
Definition
| Behaviors that are traditionally masculine such as aggressiveness and independence (hofstedes 4th dimension) |
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Term
|
Definition
| Extent to which people prefer organizaitonal communication and structures that reduce anxiety. (Hofstedes 3rd dimension) |
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Term
|
Definition
| The extent that people put their own needs ahead of the needs of the group (Hofstedes 2nd dimension) |
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Term
|
Definition
| Extent to which people see inequities as natural and unchangeable (hofstedes 1st dimension) |
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Term
|
Definition
| Sum total of shared values, symbols, meanings, beliefs, assumptions and expectations that organize aandintegrate a group of people who work together |
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Term
| The goal of internal relations is to... |
|
Definition
| Establish and maintain mutually beneficial relationships between and organization and the employees on whom its success or failure depends |
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Term
| Face-to-face communication |
|
Definition
| Primary medium for encouraging upward, two-way communication |
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Term
|
Definition
| Employee to management communication |
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Term
|
Definition
| Management to employee communication |
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Term
| Internal publics and employee publics |
|
Definition
| Managers and the people being supervised |
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Term
|
Definition
| Organizations that receive input from the environment and adjust htmeselves in response to that input |
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Term
|
Definition
| Organizations that do not receive input from the envir., and are less likely to adapt to changes |
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Term
|
Definition
| Organization's goal is to get what it wants without having to change the way it does business internally |
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Term
|
Definition
| Incorporates the ideas of negotiation, conflict resolution, and compromise in a organizations operating procedure |
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Term
| Authoritarian organizational culture arises from... |
|
Definition
| An asymmetrical worldview |
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|
Term
| True of False: In authoritarian organizational culutures decisions are made at the top, and implemented by those at the bottom |
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Definition
|
|
Term
| Individual accountability |
|
Definition
| Stressed by an authoritarian organization. |
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|
Term
| Communication in authoritarian cultures... |
|
Definition
| Generally one sided communication, or asymmetrical, meaning management directs employees |
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Term
| Participative organizational cultures are based on.... |
|
Definition
| A symmetrical world view that values dialouge and encourages teamwork |
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|
Term
| In participative organizational cultures decisions are made in a... |
|
Definition
| Decentralized manner, across varying levels of the organization |
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Term
| Internal relations staff educates employees about compliance with government regulations... True or False |
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Definition
|
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Term
|
Definition
| Occupational safety and health administration |
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Term
| Internal Relations and the OSHA |
|
Definition
| One of the primary functions of the internal relations funtion is to communicate the worker safety standards required by the OHSA |
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Term
|
Definition
| Environmental protection agency, regulates the disposal and transportation of goods, especially those deemed hazardous |
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Term
| Internal relations and unions |
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Definition
| Maintenance of relationship with labor unions constitutes a large part of an internal relations specialists work. These relationships must be attended to continually |
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Term
|
Definition
| Introduce new employees to understand and internalize the organizational culture |
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Term
|
Definition
| Spells out the future goal and strategy of an organization |
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Term
|
Definition
| The mission statement helps employees set priorities and goals so that all members of the organization are committed to achieving the mission specified in the statement |
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Term
|
Definition
| Most organizations have one, it tells how to implement policies and procedures in common situations |
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Term
|
Definition
| Generally exhaustive documents in book or electronic form that specify rights, responsiblities and procedures |
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Term
|
Definition
| Provides a guide to organizational mangagement's values, priorities, standards and policy. |
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Term
The socialization process
learning the values, standards and norms of the organization |
|
Definition
| Learning the values, standards and norms of the organization |
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|
Term
| True or false: Socializing and acculturating employees are important aspects of internal relations |
|
Definition
|
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Term
|
Definition
| Fills the information gaps left by an inadequate internal communication program |
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Term
|
Definition
| Primary media for internal communication |
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Term
| Organizational publications are directed to... |
|
Definition
| Many publics, but the most common use is in employee communication |
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Term
|
Definition
| The "workhorse" of employee communication even in todays age. Most common form of periodical publication |
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Term
|
Definition
| A common form of insert that goes into paycheck envelopes, or gets direct deposit receipts. |
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Term
| Posting CEO speeches and postion statements online... |
|
Definition
| Common method of communicating with both external and internal publics |
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Term
|
Definition
| Widespread use, and here to stay. Must be updated regularly and display rules and standards |
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Term
|
Definition
| For internal use because only employees can acces the internet-like system. |
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|
Term
| Hotlines or toll-free numbers |
|
Definition
| Also used in internal relationships for disseminating basic information. |
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Term
|
Definition
| Most ubiquitous form of employee communication today |
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Term
| Ombudsman or ombuds officer |
|
Definition
| Charged with giving employees the opportunity to share their concerns and resolve them through informal mediation |
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Term
| How many books does the United States publish each year? |
|
Definition
|
|
Term
| How many days does the average american watch tv per year? |
|
Definition
|
|
Term
| How many days a year does the average american listen to the radio? |
|
Definition
|
|
Term
| First step of Public Relations Communication |
|
Definition
| Get the attention of the audience |
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|
Term
| Second step of Public Relations Communication |
|
Definition
|
|
Term
| Third step of Public Relations Communication |
|
Definition
| Build a desire and intention to act |
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|
Term
| Fourth step of Public Relations Communication |
|
Definition
| Direct the action to the people who have made it this far |
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Term
|
Definition
|
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Term
|
Definition
| Reciprocal process of exchanging signals to inform, persuade, or instruct, based on shared meanings and conditioned by the communicators relationship and social context. |
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Term
|
Definition
|
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Term
|
Definition
| Achieving the acceptance of the message |
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Term
|
Definition
|
|
Term
|
Definition
| Storing the message for later use |
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Term
|
Definition
| Goes beyond 4 steps of informing and has a 5th step of getting someone to accept the change |
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Term
|
Definition
| The sixth step in the communication pathway that teaches people what to do. |
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|
Term
| Elements of the Communication Model |
|
Definition
| The sender, the message, the medium or channel, the receiver, the context, social environment |
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Term
|
Definition
| First person to initiate communication. |
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Term
|
Definition
| The "sleeper effect" which is long term message impact in the comm model |
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Term
|
Definition
| Meaning is in people, not words. Some people interpret the exact same message differently |
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Term
|
Definition
| Present both sides of the issue if they disagree, if they agree only address the side of agreement, if well educated include both sides of argument, do not leave out sides of the argument, use two sided arguments that defend themselves |
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Term
| TRUE or FALSE: High fear messages are more effective than low fear messages |
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Definition
| False, people are more defense to high fear messages |
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Term
|
Definition
| Response to fearful messages |
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|
Term
| The medium or channel of communication |
|
Definition
| Email, phone, face to face, etc |
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|
Term
| Receivers who value group membership are... |
|
Definition
| Relatively unaffected by messages espousing positions counter to the group |
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|
Term
| Those who are agressive toward others tend to be... |
|
Definition
| Resistant to persuasive messages |
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|
Term
| Receivers with low self esteem... |
|
Definition
| Influenced more by persuasive messages than people with high self esteem |
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|
Term
| First Type of Communication Relationship |
|
Definition
|
|
Term
| Second Type of Communication Relationship |
|
Definition
|
|
Term
| Third Type of Communication Relationship |
|
Definition
|
|
Term
| Fourth Type of Communication Relationship |
|
Definition
|
|
Term
| First Basic Point of Relational Communication |
|
Definition
| Emotional arousal, composure and formality |
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|
Term
| Second Basic Point of Relational Communication |
|
Definition
|
|
Term
| Third Basic Point of Relational Communication |
|
Definition
|
|
Term
| Fourth Basic Point of Relational Communication |
|
Definition
|
|
Term
|
Definition
| Communicates intimacy, attraction, trust, caring, dominance persuasiveness and aggressiveness |
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|
Term
| First Step of Successful Decision Making |
|
Definition
| Developing an adequate and accurate assessment of the problem |
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|
Term
| Second Step of Successful Decision Making |
|
Definition
| Developing a shared and complete understanding of the goal and criteria for success |
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|
Term
| Third Step of Successful Decision Making |
|
Definition
| Agreeing on the positive outcomes of decisions |
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|
Term
| Fourth Step of Successful Decision Making |
|
Definition
| Agreeing on the negative outcomes of decisions |
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|
Term
| Walter Lippmann described... |
|
Definition
| The triangular relationship between the scene of action, perception of the scene, and responses. |
|
|
Term
|
Definition
| Much of the world is out of reach, out of sight, out of mind |
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|
Term
| George Gerbner followed up Lippmann and came up with .... |
|
Definition
| The cultivation theory... the homogonizing effect of creating a shared culture. |
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|
Term
| Early agenda setting theory suggested that... |
|
Definition
| Mass media can have a substantial and important effect on the cognitive level without affecting predisposition |
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|
Term
| Two Concepts of Agenda Setting Theory |
|
Definition
| Issue Salience and Cognitive Priming |
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Term
|
Definition
| Determines the prominence and penetration the issue has with the audience or how well it resonates with the public |
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|
Term
|
Definition
| Describes the personal experience or connection someone has with an issue. |
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|
Term
| According to McCombs and Shaw... |
|
Definition
| Media not only tell us what to think about, but how to think about it and consequently what to think |
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|
Term
|
Definition
| Individuals who think their opinion is wrong dont say anything |
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|
Term
| James Russel Lowell said... |
|
Definition
| The pressure of public opinion is like the atmosphere. You cant see it, but all the same it is sixteen pounds to the square inch |
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|
Term
|
Definition
| Indicates the evaluative quality of a predisposition, telling us the "positive-negative-nuetral", "for,against, undecided" or "pro-con-it-depends" evaluation of publics |
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|
Term
| Intensity of public opinion |
|
Definition
| How strongly people feel about their opinions, whatever the direction |
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|
Term
|
Definition
| How long respondents have held or will hold the same direction and intesity of feelings |
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|
Term
|
Definition
| Extent to which people see themselves being involved and affected by a situation. |
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Term
|
Definition
| Extent to which people see themselves limited by external factors, versus seeing that ehy can do something about the situation. |
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|
Term
|
Definition
| Extent to which people are aware that something is missing or amiss in a situation, thereby knowing that they need information |
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|
Term
|
Definition
| Provide evidence of the extent to which people think their opinions are shared by others in their social surroundings |
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|
Term
|
Definition
| Refers to how much knowledge people hold about the object of opinion |
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|
Term
| Grunig's First Type of Public |
|
Definition
| All issue publics are active on all issues |
|
|
Term
| Grunig's Second Type of Public |
|
Definition
| Apathetic publics are inattentive and inactive on all issues |
|
|
Term
| Grunig's Third Type of Public |
|
Definition
| Single issue publics are active on one or a limited number of related issues |
|
|
Term
| Grunig's Fourth Type of Public |
|
Definition
| Hot issue publics are active after media expose almost everyone and the issue becomes the topic of social conversation |
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|
Term
|
Definition
| Scientifically managed part of an organization's problem solving process |
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|
Term
| Four step of PR problem solving... |
|
Definition
| Define, Plan, Implement, Evaluate |
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|
Term
| Strategic planning is risky... |
|
Definition
|
|
Term
| In public relations, ___________ ___________ is used. |
|
Definition
| Little research (not a lot) |
|
|
Term
| Many practitioners do not know how to ____________ and ______ research |
|
Definition
|
|
Term
| Some employers and clients think.... |
|
Definition
| Research is not necessary |
|
|
Term
| Role of research in Public relations is... |
|
Definition
| The systematic gathering of information to describe and understand situations and to check out assumptions about public and PR consequences |
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|
Term
| Main Purpose of research of PR is to... |
|
Definition
| Reduce uncertainty in decision making |
|
|
Term
| Before: research is used to.... |
|
Definition
| Define problem situation and formulate the program strategy |
|
|
Term
| During: Research is used to... |
|
Definition
| Monitor the program to reformat strategy |
|
|
Term
| After: Research is used to... |
|
Definition
| Measure and document overal program impact and effectiveness |
|
|
Term
|
Definition
| Problems are allowed to define themselves |
|
|
Term
| Problem statements do NOT... |
|
Definition
|
|
Term
|
Definition
| Contains background info on problem and those that are involved internally or externally |
|
|
Term
|
Definition
| Organizational policies, procedures, and actions related to the problem situation |
|
|
Term
|
Definition
| Stakeholder Analysis and SWOT analysis |
|
|
Term
|
Definition
| Process of identifying who is involved and who is affected in a situation |
|
|
Term
|
Definition
| Detailed Analysis of what needs to be assessed: Strength, Weakness, Opportunities, and Threats |
|
|
Term
| Informal and formal research methods differ primarily in: |
|
Definition
| Sample selection and sample size, as well as generalizability of findings |
|
|
Term
| Informal research can also be called.... |
|
Definition
|
|
Term
| Informal research cannot... |
|
Definition
| Generalize findings to a population |
|
|
Term
| Benefits of informal research: |
|
Definition
| Personal contacts, key informants, focus groups, and advisory committees |
|
|
Term
| Formal research methods... |
|
Definition
| Gather data from scientifically representative samples using objective measures |
|
|
Term
| Evaluation in PR programs typically involves counting... |
|
Definition
| Publications printed, news releases distributed, stories placed in media, and readers, viewers, or listeners |
|
|
Term
| Criteria for evaluating includes: |
|
Definition
| Distribution and Placement |
|
|
Term
| AVEs/Advertising Value Equivalents |
|
Definition
| Calculates how much money an org would have to pay to secure the same amount of space or time in the media as paid advertising |
|
|
Term
|
Definition
| The number of people exposed to the program messages |
|
|
Term
|
Definition
| All potential readers, viewers, listeners |
|
|
Term
|
Definition
| "Audience reach:" How many people actually saw the message |
|
|
Term
|
Definition
| The number of people who attend to messages and events |
|
|
Term
| Formative research findings... |
|
Definition
| Define the problem situation and establish the starting point for the program |
|
|
Term
|
Definition
| Asses and monitors progress toward objectives in goals while the program is being implemented |
|
|
Term
|
Definition
| Provides evidence of success or failure in reaching planned ending point |
|
|
Term
|
Definition
| The number of people who learn the message content |
|
|
Term
| PR as part of strategic thinking in a PLANNING mode... |
|
Definition
| Strategy takes the form of a systematic plan and guidelines for achieving corporate and business level strategies |
|
|
Term
| PR as part of strategic thinking in an EVOLUTIONARY mode... |
|
Definition
| Strategies develop over time, representing a pattern of decisions that respond to opportunities and threats in the environment |
|
|
Term
| Strategic management represents the _________________ approach to Public Relations |
|
Definition
|
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Term
| Strategic management can be defined as |
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Definition
| A process that enables any organization, company, association, or nonprofit to identify it's long-term opportunities and threats, and address them to carry out a successful implementation strategy |
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Term
| VERY IMPORTANT: The key to defining publics strategically is to: |
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Definition
| Identify how people are involved and affected in the situation for the program interventions is being developed |
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Term
| Obfuscation (a common mistake in handling crises) |
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Definition
| Leads to perception of dishonesty |
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Term
| Prevarication (a common mistake in handling crises) |
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Definition
| Creates vulnerability by taking a high-handed approach |
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Term
| Letting employees know what is going on could also be called |
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Definition
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Term
| Listening to employee's views could also be called |
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Definition
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Term
| An org that encourages innovation has a ____________ worldview. Participative. |
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Definition
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Term
| News paper readers tend to be ______________. |
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Definition
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Term
| Television ________ a lot of valuable news information |
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Definition
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Term
| Obvious Communication Linkage |
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Definition
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Term
| Publicity/Exposure Linkage |
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Definition
| Practitioner > Gatekeeper > Audience |
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