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Introduction to Public Relations
n/a
66
Communication
Undergraduate 3
10/31/2010

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Cards

Term
The 5 elements of PR:
Definition
1- Management- You must be able to measure the degree of success in a campaign and control communication.

2- 2-way communication- Give and get information.

3- Planned activity- Developed PR strategy, not shooting from the hip.

4- Social science- To research and understand the environment before trying to communicate.

5- Social responsibility- To always have the best interest of the public at heart.
Term
4 Hunt-Grunig Models of PR
Definition
1- Press Agency/Publicity Model
2- Public Information Model
3- Assymetrical
4- 2-way Symmetrical Model
Term
What is the Press Agency/Publicity Model?
(Hunt-Grunig)
Definition
- Focuses on favorable media and publicity coverage at all times
- Nationally, it is the most widely practiced model
- Typical for public relations agencies
Term
What is the Public Information Model?
(Hunt-Grunig)
Definition
- Focus is on objective and accurate information
- 2nd most commonly practiced model
- Amber Alert & Emergency Response System are examples
Term
What is the Assymetrical Model?
(Hunt-Grunig)
Definition
- Known as the “selfish” model
- There is no emphasis on conflict resolution or open communication
- Least practiced model
- Classic example is Ford vs. Firestone
Term
What is the 2-way Symmetrical Model?
(Hunt-Grunig)
Definition
- Emphasizes open, 2-way communication
- Offers protection for the organization and its publication
Term
What is communication?
Definition
The transfer of information from a source to a receiver.
Term
What is public relations?
Definition
The management of communication between and organization and its publics.
Term
What is advertising?
Definition
The promotion of goods, services, companies, and ideas, performed by an identified or identifiable sponsor.
Term
What is a public?
Definition
Any group of individuals who share common interests or values in a particular situation- ESPECIALLY interests or values that they might be willing to act upon.
Term
Who are some publics?
Definition
- Traditional and nontraditional
- Latent, aware, and active publics
- Intervening publics
- Primary and secondary publics
- Internal and external publics
- Domestic and international publics
Term
Who are traditional and nontraditional publics?
Definition
- Employees
- Investors
- News media
- Community groups
- Customers
- Other businesses
- Lgbt groups
Term
Who are latent, aware, and active publics?
Definition
- Latent- Members who may have had contact with your organization but are not yet aware of it.

- Aware- Members who, obviously, are aware of the intersection of values between the two groups.

Active- Working to manage.
Term
Who are intervening publics?
Definition
Any public which helps you send a message to another public and adds credibility:
-Newspapers
-Magazines
-Radio
-Bloggers
Term
Who are primary and secondary publics?
Definition
- Primary- One who can directly affect your organizations pursuit of profit or goals.
- Secondary- Nice but doesn’t seriously affect the bottom line.
Term
Who are internal and external publics?
Definition
- Internal publics are inside your organization.

- External publics are anyone clearly outside the bounds of your organization.
Term
Who are domestic and international publics?
Definition
- Domestic publics fall within your organizations national boundaries.

- International publics fall outside of your organizations national boundaries.
Term
What are traditional public relations processes?
Definition
A linear model:
- Research (discovery phase)
- Planning (strategy phase)
- Communication (execution phase)
- Evaluation (measurement phase)
Term
What are dynamic public relations processes?
Definition
Term
What is employee relations?
Definition
Primarily concerned with maintaining good communication between an organization's leadership and employees.
Term
What is media relations?
Definition
Drives positive news,gaining publicity, downplaying negative messages and maintaining presence in the media landscape.
Term
What is government relations?
Definition
Serves to act as a conduit between elected officials or branches of the government and the constituency.
Term
What is community relations?
Definition
Maintains good communication between organization and specific communities within a larger city.
Term
What is consumer relations?
Definition
Specifically tied to communication between an organization and its customers or likely customers.
Term
What is investor relations?
Definition
A VERY specialized and focused aspect of publiic relation which generally includes public companies or organizations who receive substantial outside funding.
Term
What are the classical mediums for message transfer?
Definition
-Radio
-Television
-Newspapers
-Trade journal
-Magazines
-Social media
-Email
Term
What are the issues with radio?
(classical mediums for message transfer)
Definition
-requires attention and focus
-generally good for captive audience
-mid to high credibility
Term
What are the issues with television?
(classical mediums for message transfer)
Definition
-can be passive
-generally good for timeframe captures (and hammocking)
-low to mid credibility
Term
What are the issues with newspapers?
(classical mediums for message transfer)
Definition
-required high level of attention and focus
-very high level of credibility
-time consuming
Term
What are the issues with trade journal?
(classical mediums for message transfer)
Definition
-topic specific articles
-requires high levels of attention and focus
-very high level of credibility within specific industry
Term
What are the issues with magazines?
(classical mediums for message transfer)
Definition
-mid level of credibility depending on topic of publication
-high level of focus and attention
-generally has an issue specific focus (news, sports, industry)
Term
What are the issues with social media?
(classical mediums for message transfer)
Definition
-lower levels of focus and attention
-very low level of credibility without citation or references
-can be easy to manipulate and falsify
-face to face feel
-transparent
-3rd party value
Term
What are the issues with email?
(classical mediums for message transfer)
Definition
-similar to internet and social media credibility; low
-too easy to blast
-people won't attenuate to it
-too many scams
Term
What is critical mass theory?
Definition
The point at which any reaction becomes self-sustaining.
Term
What are the 5 steps to developing successful critical mass?
Definition
-Awarenees
-Acceptance
-Affordability
-Compliance
-Adoption
Term
In critical mass theory, what is awareness?
Definition
The point at which many individuals realize something exists.
Term
In critical mass theory, what is acceptance?
Definition
The point at which individuals accept that something will not go away, it’s here for the long term.
Term
In critical mass theory, what is affordability?
Definition
The point at which technology becomes cost effective for everyone to use.
Term
In critical mass theory, what is compliance?
Definition
The point at which the common individual or society accepts something as the standard.
Term
In critical mass theory, what is adoption?
Definition
The point at which technology becomes ubiquitous.
Term
What are the 6 basic tendencies of human behavior which come into play when trying to generate a positive response to a persuasive action or message?
(the science of persuasion)
Definition
-Reciprocation
-Concessions
-Consistency
-Social validation
-Liking
-Authority
-Scarcity
Term
What is social construction?
Definition
The process by which individuals determine and create reality for themselves.
-reality is situational
-context governs interpretation
-perceptions are based on learned interpretations
Term
What are the main vehicles for social construction?
Definition
-symbols (including language)
-cultural myths (the larger social meanings of objects, actions, signs, stories, episodes [Barthes])
-the structure and practice of our institutions
-our rules for congruent action
Term
What do vehicles of social construction create and reinforce?
Definition
-our world view
-our sense of ourselves
-our purpose
-our ideologies
Term
What is reality?
Definition
-reality is situational
-the context governs our interpretation
-reality is developed through social construction
Term
What is public opinion?
Definition
The distribution of attitudes held by the public.
Term
How is public opinion important to democratic societies?
Definition
The most important factor that determines public policy; if you can gain critical mass on any issue, you can change public policy.
Term
How is public opinion measured?
Definition
Surveys at the individual level and aggregated.
Term
What are some consideration with survey research?
Definition
-political knowledge
-opinion, instability
-non-random sample
-internal/external sampling errors
-salience (those matters which are more relevant to respondents are likely to produce stronger results
Term
What is the Halo effect of survey research?
Definition
Respondents will typically rate individual people, with whom they like, respect, or associate themselves, high on all scales, regardless of actual performance.
Term
What is the Pitchfork effect of survey research?
Definition
Respondents will typically rate individual people, with whom they dislike, disrespect, or do not associate themselves, low on all scales, regardless of actual performance.
Term
How do ideologies relate to PR and public opinion?
Definition
-they make up the backbone of public opinion
-they are a consistent and integrated system of values and beliefs
-opinions reflect underlying sets of attitudes that coalesce into ideologies
Term
What is aggregate public opinion and what does it offer PR practitioners?
Definition
Compilation of individual opinions offers more:
-stability
-coherence
-opinion leadership
Term
What are opinion leaders?
Definition
-held in very high esteem within their area of expertise by those who accept their opinions
-subject specific; leaders in one area are followers in another
-cues generated by opinion leaders for the public to follow based on who shares their reality
Term
How can we explain public opinion differences?
Definition
Term
What is social marketing?
Definition
Seeks to influence social behaviors, not to benefit the marketer or organization, but to benefit the target audience and general society.
Term
What is the social marketing mix?
(7 P's)
Definition
-Product- must believe there is a problem and the product offers a viable solution

-Price- what consumer must "do," too low can create idea of inferiority

-Place- the way the product reaches the consumer

-Promotion- consists of the integrated use of public relations to create and sustain demand for the product

-Partnership- team up with similar organizations in the community to be effective

-Policy- environment needs to support goals to sustain long term change

-Politics- diplomacy used to gain and build support, to access target audiences, and to head off adversaries
Term
What is a stakeholder?
Definition
An individual or group who has a stake or vested interest in a group or organization.
-Shareholders
-Sweat equity
-Founders
-Volunteers
-Emotional connection
Term
What is persuasion theory?
Definition
The learning process of social influence

-can take place on a continuum from the intimate and interpersonal to the public

-two major components of persuasion
1-internal structure of argument, proof, strategy, and so forth adjusted to the immediate audience
2- the social context of relationships, power and ideals within which persuasive appeals are negotiated
Term
What is the science of persuasion?
Definition
-developed by Dr Robert Cialdini
-theory that there are six basic tendencies of human behavior which come into play when trying to generate a positive response to a persuasive action or message.
Term
What are the 6 communication theories?
Definition
-Magic Bullet theory
-Two step theory
-N step theory
-Diffusion theory
-Agenda setting hypothesis
-Critical mass theory
-Persuasion theory
Term
What is the Magic Bullet theory?
Definition
-Developed after the widespread public consumption of radio in the early 1900s

-Assumes people are weak-willed, simple, ignorant, and unable to make their own informed decisions

-Implies people will do whatever they are told
Term
What is the two step theory?
Definition
-Developed after the establishment of communication as a social science

-Still assumes people are weak-willed and simple

-Establishes that media influences opinion leaders, who in turn, influence the public
Term
What is the N-step theory?
Definition
-Also developed after the widespread establishment of communication as a social science

-Also implies opinion leaders will vary from issue to issue (subject specific)
Term
What is Diffusion theory?
Definition
-Holds that all people have the power to inform their peers and the media’s duty is not to motivate people, but to inform them

-All people have the power to inform their peers

-Everyone can become an influencer (social media!)
Term
What is the Agenda Setting Hypothesis?
Definition
The art or science of controlling an agenda so as to maximize the probability of getting a favorable outcome.
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