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| existing information in books, articles, etc |
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| people are intercepted in public places and asked their opinions |
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| interviewees are carefully selected based on their expertise, influence, leadership in the community |
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| Random sample (probability survey) |
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| everyone in the targeted audience has an equal or known chance of being selected in the survey |
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| not random at all (aka mall intercept interviews) |
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| draw a random sample that matches the characteristics of the audience |
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| surveys with questions that use highly charged words that elicit an emotional reaction from the respondent |
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| regular monitoring of such items as media coverage, internet discussion groups, blogs, etc |
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| questions that tend to elicit the "correct" response |
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| an organization pays much less to participate in a poll than to conduct its own survey also called omnibus survey where an organization buys one or two questions in a national survey conducted by a national polling firm |
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| Management by objective (MBO) |
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| provides focus and direction for formulating strategy to achieve specific organizational objectives |
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| Two-way symmetrical communication |
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| communication is balanced between the sender and the receiver |
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| Media uses and gratification theory of communication |
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| communication process is interactive. The communicator wants to inform and persuade, the recipient wants to be entertained/informed/alerted to opportunities |
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| language is delivered to a general audience |
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| do members of audience perceive the source as knowing and expert on the subject |
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| Carl Hovland; even if organizations are perceived initially as not being credible sources, people may retain the info and eventually separate the source from the opinion |
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| potential audience reached by a periodical, broadcast program, or an internet website |
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| participants are asked to view a specific tv program or read a particular story and then are interviewed the next day to see what messages they remembered |
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| measurement of audience attitudes and opinions before, during, after a PR campaign. Also called benchmark studies |
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| companies often test the message and key copy points in selected cities to learn how the media accept the message and how publics react |
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| two or three different appeals may be prepared by a charitable organization and sent to different audiences |
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| opinions on controversial issues that one can express in public without isolating oneself sum of individual opinions on an issue affecting those individuals |
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| Formal opinion leaders or power leaders |
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| elected officials, presidents, heads of groups |
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| those who have clout with peers because of some special characteristic |
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| mass media opinion leaders public |
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| individuals are seldom influenced by one opinion leader but interact with different leaders around one issue |
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| Limited-effects model of mass media |
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| mass media ordinarily does not serve as a necessary and sufficient cause for audience effects but rather functions among and through a nexus of mediating factors and influence |
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| how journalists select certain facts, themes, treatments, and words to "frame" a story |
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| Preventive public relations |
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| maintain the reservoir of goodwill most effective type of public relations |
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| lifestyle, attitudes, beliefs |
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| does the audience perceive the person as an expert on the subject? |
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| does the person come across as an expert on the subject? |
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| is the individual attractive, self-assured, and articulate, projecting an image of competence and leadership? |
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| Application story or case study technique |
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| manufacturer prepares an article on how an individual or company is using the product |
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| Bullet theory or hypodermic-needle theory |
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| people received information directly, without intervening variable |
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| use of communication channels that reach directly with the target audience |
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| plea that is repeated over and over again |
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| appeals to parents desire to provide the best for their children |
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| today's youth and young adults |
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| News release or press release |
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| simple document whose primary purpose is the dissemination of information to mass media such as newspapers, broadcast stations, and magazines |
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| feature angle is usually used instead of a lead that gives a key message |
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| Media alerts or advisories |
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| memos used to let the media know about an interview opportunity with a visiting expert or art them that a local person will be featured on a network television program |
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| gives editors and reporters a variety of information and resources that make it easier for the reporter to write about the topic |
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| Audio news releases (ANR) |
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| concise and to the point, written for the ear, writing style does not need to be complete or grammatically correct |
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| person with a good radio voice reads the entire announcement and the person doing the reading may not be identified by name |
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| message comes from a "real" person rather than a nameless announcer |
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| Public service announcement |
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| unpaid announcement that promotes the programs of government of voluntary agencies or that services the public interest |
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| spokesperson conducts a series of around-the-country, one-on-one interviews with a series of radio stations from a central location |
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| formatted for immediate use with a minimum of effort by station personnel |
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| more sophisticated approach of having a spokesperson talk directly into the camera for 30 seconds |
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| tv program format that is based on a variety of video segments in much the same way that print magazines have a variety of articles |
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| responsible for booking a constant supply of timely guests for the show |
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| a digital recording of a radio broadcast or similar program, made available on the internet for downloading to a personal audio player |
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| regularly updated online personal journals with links to items of interest on the web |
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| news feeds and online news conferences on the internet to reach an ever-expanding audience through continuous audio and video |
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| big picture/broad objective |
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| how will you enact strategy to reach your objective , the specific activities through which strategies will be implemented |
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| did you accomplish your objectives? |
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| gap between where we are and where we want to be |
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| the concept, approach, general plan for the program designed to achieve the goal |
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| research collected by other organizations with relevance to the situation or problem |
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| an open-ended interview in which an individual is encouraged to discuss an issue, problem, question in his/her own terms |
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| research immersed in public under study |
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| systematic and objective counting or categorizing of content, including print media, broadcast media, interview responses, etc |
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| directed discussion centered around an issue, problem question led by a moderator, involving 8-12 homogenous participants |
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| measurements of media exposure |
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| measurements of audience awareness and understanding of a message |
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| Audience attitude or behavior |
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| audience response directly tied to communication influence |
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| group of people who have the ability to influence an organization's success |
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| potential for interest on a problem or issue but are not yet aware |
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| recognize an issue or problem but not yet motivated to respond |
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| organized to respond to a situation or problem, involved in the issue or concern |
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| what gatekeepers choose to present influences what the public knows and believes about an issue or situation |
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| any medium with a media gatekeeper between the organization and its public |
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| no media gatekeeper between the organization and public |
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| publics tend to interpret messages according to their preexisting values, attitudes, opinions |
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| use strategic language to preserve openness; avoid hot language to prevent polarization |
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| publics tend to remember only a small part of the messages to which they attend |
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| expertise, sincerity, charisma, trustworthiness, similarity |
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| thoughts, beliefs, attitudes |
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| disharmony between our thoughts; a feeling of imbalance or discomfort resulting from inconsistent cognitions |
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| people tend to express ideas for which they are rewarded socially |
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| unless it is in public opinion, people will not talk about it |
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| your new idea is consistent and compatible with current conditions |
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| show your idea is better than what it is replacing |
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| make it so people can observe the advantages and disadvantages |
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| report of an event that happened or that was disclosed within the previous 24 hours and treats an issue of ongoing concern |
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| not about timeliness, treats an issue of public concern or interest |
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