Term
| What are the steps in the Lang & Lang Public Opinion Model? |
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Definition
Issue
Creates a Public
Public Debate
--TIME--
Public Opinion
Social Action
Mass Sentiment
--TIME-- |
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Term
What is mass opinion?
What is a problem with Mass Opinion polls? |
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Definition
An average from a group with different opinions
Mass Opinion polls do not show the complexities of an issue |
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Term
What is Public Opinion?
What is the goal of Public Opinion? |
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Definition
Gives more targeted information by carefully polling targeted audiences
It seeks to determine WHO a public is and WHY they think a certain way |
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Term
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Definition
| Knowledgbeable experts who communicate opinions about specific issues in public discussion, someone who people look up to, not always a formal leader |
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Term
| What is the Spiral of Silence? |
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Definition
Refers to the "silent majority"
People who think their opinions conflict with others tend to stay silent |
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Term
| What is the problem with the Spiral of Silence? |
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Definition
Silence can lead to conclusion that there is or isn't support for an idea
Media can drive "public opinion" about a subject when it really may not exist |
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Term
| What are Grunig's three categories for identifying publics? |
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Definition
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Term
| Explain Grunig's three categories for identifying publics: |
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Definition
Latent: Not aware
Aware: Know about the issue
Active: Doing something about the issue |
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Term
| Explain the Diffusion Theory: |
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Definition
Individuals adopt new ideas or products in five stages:
Awareness
Interest
Trial
Evaluation
Adoption |
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Term
| What is the 2-Step Communication Model? |
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Definition
STEP 1: Opinion leaders have access to large amounts of informaiton from diverse sources
STEP 2: The public specific to those opinion leaders rely on the information from the opinion leaders to form their opinions |
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Term
| What does the N-Step Communication Model state? |
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Definition
| Individuals are seldom influenced by only one opinion leader, but actually interact with different leaders |
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Term
What is Agenda Setting?
Why is it important for public relations? |
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Definition
The fact that media content sets the agenda for public discussion; Media tells us what to think about, but not what to think
Getting your message to the media/on the agenda is the key goal |
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Term
What is Framing?
Why is it important? |
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Definition
The words and images we use "frame" the issue and defines it for the audience
Successfully framing an issue allows you to "OWN" and manage an issue, Your job as a PR practitioner |
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Term
| What is the purpose of persuasion? |
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Definition
| To change or neutralize hostile opinions, crystalize latent opinions and positive attitudes, maintain favorable opinions |
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Term
| Why is persuasion part of Public Relations? |
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Definition
It can help clear up misconceptions about an issue
It helps PR firms 'negotiate' with others to settle disputes
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Term
| What are the 4 points in Laswell's Basic Communication Model? |
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Definition
Who Says What?
Through What Channel?
To Whom?
With What Effect? |
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Term
| What are some examples of single-issue groups? |
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Definition
Anti-abortionist
Animal Rights
Eco Terrorism |
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Term
| What kinds of tactics do single-issue groups use? |
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Definition
Hiring lobbyists
Electioneering
Litigation
Mobilizing group members to important areas |
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Term
| What are some characteristics of the Baby Boomer generation? |
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Definition
Define themselves according to their profession
Well-educated
Take pride in accomplishments
Question authority
Take strong opposition on social issues
Competitive in their careers
Have a great appreciation for leisure time |
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Term
| What are some characteristics of Seniors? |
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Definition
Are less easily convinced than young adults
Active in voting, newspapers and magazines
Volunteer
Health Conscious
Eat out/Buy gifts frequently |
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Term
| Name four gender/lifestyle audiences: |
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Definition
Women
Gays/Lesbians
Religious Groups
Ethnically Diverse |
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Term
| Characteristics of Women audiences: |
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Definition
Have purchasing power
Exercise great influence as opinion leaders
"multi-minded" |
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Term
| Characteristics of Gay/Lesbian audiences: |
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Definition
An emergin demographic/lifestyle group
Like travelling and luxury goods
Support companies/brands that reflect their views |
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Term
| Characteristics of Religious audiences: |
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Definition
| Growing in market and political power |
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Term
| Characteristics of Ethnically diverse audiences: |
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Definition
Growing five times faster than the general population
PR practitioners must be sensitive to the special issues, concerns or interests of specific national/ethnic audiences |
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Term
| What are some tactics for working with ethnically diverse/global audiences? |
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Definition
CARETACLD
Commitment
Awareness
Research
Evaluation
Testing
Advocacy
Continuing education
Local partnership
Diversity |
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Term
What 5 mediums are best used for reaching different audiences?
How can you match the medium to the audience? |
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Definition
Print, Radio/Video, Television, Online Media, Social Media
Print: for detail and contemplation
Radio/Video: for flexibility and specific targeting
Television: for emotional impact
Online media: for customized information of target audience
Social media: for reaching diverse audiences in new ways |
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Term
What is a society?
What is a culture? |
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Definition
SOCIETY: a number of peoply caryying a common life
CULTURE:what people use, the beliefs they share, the norms of behavior they practice |
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Term
| What are the 6 cultural attributes? |
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Definition
FRITTR
Formality
Religion
Individualism
Time
Taste/Diet
Rank/Heirarchy |
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Term
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Definition
| The growing economic interdependence of the world's people |
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Term
True/False
E-mail is NOT effective communication |
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Definition
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Term
| What are three reasons for growth in social media? |
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Definition
Demand to be educated instead of sold
Need for real time performance
Need for customization |
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Term
| Impact of blogs on public communication: |
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Definition
"Today, PR needs to be focused on LISTENING to facilitate conversations between organizations and their constituents" (customers)
PR groups will write blogs for corporations
Helps growth in the workplace when employees are encouraged to start a blog |
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Term
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Definition
Internet adoption by the public has taken less time than the growth of any other mass medium
Allows messages to be sent to mass audiences without being filtered by editors/journalists |
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Term
| Journalists expect what 6 things in your online press room? |
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Definition
NE RAIN
News Releases
Executive bios
RSS Feeds
About the company
Images/Videos
News |
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Term
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Definition
PULL: web allows users to pull content they want, good writing and SEO are key
PUSH: how the old systems of mass media worked, PR professionals PUSHED information through mediums, people saw only what companies pushed out |
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Term
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Definition
Based on concept of "supplier to receiver"
Not very broadband
Limited feedback |
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Term
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Definition
Introduction of "social media"
More interactive experience
Better communication which helps for more feedback and comments |
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Term
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Definition
Web 3.0
The "semantic web"
Handheld mobile web accessible devices
Social networks and apps |
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Term
Mass Media Model
THEN vs. NOW |
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Definition
THEN: centralized, top-down, costly to publish, controlled by editors/publishers, one-way communications with limited feedback
NOW: widespread broadband, cheap/free, easy-to-use, online publishing tools, mobile devides, advertising paradigms |
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