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Definition
-Mass media
-Interpersonal
-Social Media |
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Definition
| used more often in early stages of persuasion process |
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| used more often in later stages of persuasion process |
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Definition
-Message exposure
-Accurate dissemination of the message
-Acceptance of the message
-Attitude change
-Change in overt behavior |
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| Name the model of communication |
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Definition
Source
Message
Channel
Receiver
Feedback
Noise |
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Term
| Uses and gratification theory |
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Definition
find news that has a personal impact
Entertainment
Reinforce attitudes/opinions
Assist with purchase decisions |
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| Name the two types of audiences |
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Definition
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| Looking for info, they require detailed info |
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Definition
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| Principles of effect writing |
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Definition
-short sentence
-inverted pyramid form
-proofreading and punctuation |
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Definition
-controlled v. uncontrolled media
i.e. Handouts are kinds of controlled media |
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Definition
- create loop
-consider all public's
-focus on generating return visits
-Good interface and design |
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Definition
-kinesics
-vocalics
-physical appearance
-haptics
-proxemics
-chronemics
-artifacts |
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Definition
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Definition
| voice can tell us about who we are |
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| excludes anything i.e hair color or height |
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Definition
| use of touch i.e dancing w. someone at the bar then try and touch them the same way if you see them in the street |
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Definition
| certain distances and spaces that are appropriate |
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| use of time, i.e Americans don't pause that much between between statements |
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Definition
| people put things in their house or living space to define who they are |
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| Process by which an innovation is communicated through certain channels over time among the members of a social system |
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Definition
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| What are the 4 main elements? |
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Definition
innovation
communication channels
time
social system |
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Term
| Innovation decision process |
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Definition
knowledge
persuasion
decision
implementation
confirmation |
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Term
| Knowledge (innovation decision process) |
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Definition
| you may have a need or problem or other people may expose you to it |
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Term
Persuasion (innovation decision process)
3 ways of changing attitude are: |
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Definition
-Reinforce
-modify
-creating or shaping an attitude |
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Term
| Decision (innovation decision process) |
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Definition
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| Implementation ( innovation decision process) |
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Definition
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| Confirmation (innovation decision process) |
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Definition
| people in your social network will reinforce or contradict your innervation |
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Term
| What determines the rate adoption |
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Definition
-relative advantage
-Compatibilty
-trialability
-observability |
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Definition
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Definition
| ex. grandparents don't text |
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Definition
| you could use someone else phone to try it out |
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Term
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Definition
| you see cell phones are used everywhere |
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Term
| How do you think of an adoption curve? |
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Definition
An S shaped curve
-innovators, early adopters, late adopters, laggards |
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Term
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Definition
| Having someone change your thoughts/attitude/behavior in an informal way |
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Term
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Definition
| People or topics that have the same background, age, socio background etc. |
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Definition
| people who are linked to people who are not like them |
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Term
| Characteristics of opinion leaders |
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Definition
-external communication
-accessibility
-socioeconomic status
-innovativeness |
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Term
| Why are networks and opinion leaders so important? |
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Definition
-People are exposed to too much information
-Understanding a social network can help to target a small part of it
-Access to info changes the way people communicated .i.e the internet |
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Term
| Measurement by objectives |
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Definition
-Create measurable objectives during the planning phase
-Conduct on going evaluation during the campaign(formative) and final evaluation after completion (summative) |
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Definition
-evaluate success in reaching target publics
-Keep accurate records of the messages and message dissemination |
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Term
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Definition
-Evaluate audience's response to messages (attitude change- modify, reinforce, create)
-conduct surveys or use readability studies
-evaluate sales or behavior changes |
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Term
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Definition
-measure cumulative impact of tactics
-Attitude and behavior change
-Apply info to future PR campaigns/activites |
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Term
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Definition
| understand and interpret other events that may have had an impact on the campaign results |
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Term
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Definition
-Volume of message no result
-Using your experience is not as effective measurement
-samples must represent the target public
-increasing knowledge not attitude change
-Reliability and validity of measurement tools |
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Term
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Definition
-media impressions
-internet "hits"
-advertising equivalency
-systematic tracking:using computer programs to compute tracking
-requests for info/material
-cost per person
-audience attendance |
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Term
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Definition
survey research
measuring attention and understand and retention |
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Term
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Definition
| baseline studies- measure attitudes before, during and after |
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Term
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Definition
| increase sales, travelers, market share membership |
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Term
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Definition
| increase sales, travelers, market share membership |
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Term
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Definition
| • A collection of views held by persons interested in the subject |
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Term
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Definition
• Someone unaffected by, uninterested in or unaware of an issue does not impact public opinion
• One interested, opinion is hard to change
• Events may trigger its formation
• Can it also be shaped by media reporting? |
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Term
| What two types of opinion leaders are there? |
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Definition
• Formal opinion leaders
• Informal opinion leaders |
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Term
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Definition
| • Early theory on media effects |
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Term
| Predicted a causal relationship |
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Definition
| • Mass media “injects” general public with information |
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Term
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Definition
| • Model that disproved hypodermic needle approach |
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Term
| -Predicted a causal relationship: |
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Definition
• Ideas from mass media
• Opinion leaders
• General public |
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Term
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Definition
• Media Agenda
• Public Agenda
• Policy Agenda |
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Term
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Definition
• Individuals learn from observation of other individuals activities
o Many models are in the mass media
• Important elements: |
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Term
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Definition
Observation
Model-> positive response-> consequences
Model-> negative response-> consequences |
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Term
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Definition
| • An attempt to move an audience to accept or identify with a particular point of view |
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Term
| How persuasive messages are processed |
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Definition
| Elaboration likelihood Model |
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Term
| Message=central route or peripheral route= attitude change |
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Definition
• High involvement= central route
• Low involvement= peripheral route |
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Term
| Elaboration likelihood Model |
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Definition
• Unreasonable to expect people to only use one type of processing
• Involvement matters
• Quality of argument is important |
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Term
| -What prevents us from being persuaded? |
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Definition
• Resistant thoughts
• Social circle: they may say why are you doing that or drinking that
• Didn’t receive the message
• Competing messages
• Selective exposure
• Distort the messages
• Source credibility
• Perceived similarity/attractiveness
• Lack of evidence: if you don’t have an effective message it wont work |
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Term
| Define conflict management |
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Definition
| • Occurs when a business or industry responds to activist groups or government regulators |
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Term
| Potential reasons for conflict: |
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Definition
• Environmental concerns
• Safety issues
• Social issues (e.g., health, human rights) |
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Term
| 5 issue's that have proactive approches |
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Definition
Predicting problems
2. Anticipating threats
3. Minimizing surprises
4. Resolving issues
5. Preventing crisis |
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Term
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Definition
| The largest portion of activities, majority of their budgets are spent on |
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Term
| • Why do we use the media? |
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Definition
o 3rd party credibility: If the media writes something about your company and its positive more people will be influenced to buy it
o Save money
o Reach a lot of people |
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Term
| Disadvantages of using the media |
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Definition
o Frequency
o Include competitors in the story
o Conflict of interest
o Accuracy |
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Term
| • Internet (primary mediums) |
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Definition
reduce cost
2 way communication
costumer can get more detailed information |
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Term
| Disadvantage (primary medium) |
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Definition
Contacted by too many PR professionals
Info overload:exposed to so much info
Lack of gate keeper: anyone can post info and it may not be true |
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Term
| • Social Media (primary mediums) |
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Definition
o Graduates are suppose to know off the rip how to do things
o Following people on twitter is a great way promotion and it’s a great way to humanize your brand when used effectively
o You can potentially pitch a story via twitter ie. CCHA hockey tournament. A lot of reporters were twitting in the press box. |
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Term
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Definition
• Primary way to reach community publics
• AP(associated press) article can reach unintended publics |
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Term
| • Need to recognize the differences from dailies and weeklies |
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Definition
| o Weekly tends to focus on entertainment, ex. Bands, coffee shops, NO BREAKING NEWS. If you pick up weekly it will help you if you just moved to that place |
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Term
| Magazines have 2 categories what are they? |
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Definition
general interest
specialized trade |
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Term
| What is specialized trade? |
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Definition
| what ever the topic may be they are specifically talking about that topic |
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Term
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Definition
• Segmented audiences
• Reach mobile people: people who travel a ways to work
• Audio news services
• Satellite radio?: Payola very common in the industry and not accepted publicly, were paying radio stations to play the songs frequently
o Good charlotte, Jessica simpson, J Lo, John Mayor, Maroon 5 were a couple of ppl who used Pa |
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Term
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Definition
| very common in the industry and not accepted publicly, were paying radio stations to play the songs frequently |
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Term
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Definition
| • Primary source of news and entertainment for most Americans |
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Term
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Definition
• Graphic pics
• One way communication
• Emotional appeals |
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Term
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Definition
| amount of time a media organization has to produce a story |
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Term
| How long does weekly have for lead time? |
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Definition
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Term
| How long does monthly have for lead time? |
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Definition
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Term
| who has the shortest lead time? |
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Definition
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Term
| How long is the internet lead time |
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Definition
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Term
| How long is tv and radio lead time? |
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Definition
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Term
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Definition
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Term
| What is a case that involved a Danish cartoonist? |
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Definition
| • A Danish news cartoonist drew up the prophet Mohammad and Arabic countries went nuts over it. |
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Term
| • Freedom of Information Act |
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Definition
| o Protects citizens and organizations, ex. we could pull your teacher records as far as seeing how much they make. |
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Term
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Definition
| false statement on someone’s character |
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Term
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Definition
| spoken defamation of a person’s character |
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Term
| written defamation of a person characters |
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Definition
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Term
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Definition
| criticism of a restaurant is fair game as long as you don’t talk about the individuals. Only talk about their service/ food. No personal attacks. |
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Term
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Definition
| this could affect you depending on weather you work for a company or not. If you work for the company they own the pictures or art work that you develop |
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Term
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Definition
| : you can use the copyrighted material w/o permission |
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Term
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Definition
| Symbols that you can automatically can tell who they are ex. Disney |
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