Term
| Large Organizations feature PR as... |
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Definition
| part of their "dominant coalition" |
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Term
| Small Organizations rely on PR... |
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Definition
| practitioners as technicians, rather than counselors |
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Term
| Role of Corporate Communications: |
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Definition
CCMMST:
Corporate image/reputation
Communications
Measurement
Message
Strategy
Targeted messages |
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Term
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Definition
| Trend analysis, Department management |
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Term
| Tasks of a PR Technicians: |
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Definition
| Use technical craft skills |
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Term
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Definition
| Transfer information between two systems (internal and external environments) |
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Term
| 60% of the global business in public relations is conducted by... |
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Definition
| firms owned by conglomerates |
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Term
| Competition occurs when.. |
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Definition
| two or more organizations vie for the same resources. It is normal and expected. |
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Term
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Definition
| two groups direct their efforts against each other; attack actions |
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Term
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Definition
| Potential + Vulnerability = Importance of audience |
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Term
| The Contingency Continuum: |
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Definition
| Advocacy <---Avoidance---> Accommodation |
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Term
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Definition
Change is accelerated
Heroes are born
Problems are faced
New strategies evolve
Early warning systems develop
New competitive edges appear |
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Term
| Conflict Management Lifecycle |
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Definition
Proactive
Strategic
Reactive
Recovery |
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Term
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Definition
FEDJICA
Full apology
Excuse
Denial
Ingratiation
Corrective Action
Attack the accuser |
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Term
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Definition
Research
Planning
Communication
Measurement |
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Term
| Why is research necessary? |
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Definition
To achieve credibility
Define audience
Formulate strategy |
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Term
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Definition
Primary
Secondary
Qualitative
Quantitative |
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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
| Exploratory data: Uses focus groups, interviews, observations |
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Term
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Definition
| Generalized information: Surveys, Polls |
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Term
| Well-crafted objectives are... |
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Definition
Specific
Have a timeframe
Audience
Measurable |
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Term
Strategy vs. Tactic:
Strategies are... |
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Definition
| broad and set parameters for a campaign |
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Term
Strategy vs. Tactic:
Tactics are... |
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Definition
| specific details about how a campaign will be implemented |
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Term
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Definition
Each person chooses how and when to use mass media. People use mass media to:
Scan environment for important items
Diversion
Substitute for relationships
Check on personal identity and values |
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Term
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Definition
| Source-->Encoder-->SIGNAL-->Decoder-->Destination |
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Term
| Elaborated Likelihood Model |
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Definition
Used when an audience does not understand the message
Requires a 'peripheral route' for the message |
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Term
| Peripheral routes include: |
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Definition
Repetition
Highly-credible spokesperson
Tangible Reward |
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Term
| The Five Stage Adoption Process |
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Definition
1. Awareness
2. Interest
3. Evaluation
4. Trial
5. Adoption |
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