Term
Critical definitions of PR |
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Definition
1. deception
2. biased in favor of commercial interest
3. power & manipulation against democracy |
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Term
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Definition
- PR is not about manipulation or spinning
- Not smokescreen tactics
- "Do the right thing" & "Let the public know" |
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Term
Four founding fathers of PR in the U.S |
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Definition
1. Ivy Lee
2. Edward Bernays
3. Howard Rubenstein
4. Daniel Edelman |
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Term
Difference between Marketing, Advertising, and PR |
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Definition
Marketing is communicating and delivering products to target audience through product, price, place & promotion
Advertising is communication to target audience through paid media (TV, radio, internet & print publications)
PR is communication method used by businesses to convey a positive image to target audience & public |
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Term
Difference between collective & aggregate views |
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Definition
Collective views -> all share same opinion & unite together based on that opinion (ex. protests)
(process in decline)
Aggregate views -> several different opinions that together fall under a single, general whole |
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Term
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Definition
- 1933 "fireside chats" to inform & persuade Americans
- Expanded the role of the Office of War Info during WWII |
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Term
3 Ways of Knowledge in Academia |
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Definition
Knowledge by objective discovery.
Knowledge by subjective interpretation
Knowledge by normative criticism
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Term
Three branches in Philosophy |
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Definition
1. Epistemology- Questions of knowledge
2. Ontology- Questions of existence
3. Axiology- Questions of value |
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Term
Traditional Social Scientific Theories for PR |
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Definition
Epistemology:
Worldview I- people know what they claim to know based on rationalism & empiricism
Ontology:
Nonactional theory- behavior is determined by & responsive to biology & environment
Axiology:
Value neutral scholarship- structural & functional theories, cognitive & behavioral theories |
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Term
4 models of PR by Grunig & Hunt |
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Definition
- Press Agentry/Publicity (propaganda)
- Public Information (dissemination of info)
- Two-way Symmetrical (mutual understanding)
- Two-wat Asymmetrical (scientific persuasion)
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Term
Open Systems PR Model
& Benefits |
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Definition
Monitor relevant environmental influences & adapt activities accordingly
Benefits:
- Strategic advisors
- Crisis prevention
- Organizational effectiveness |
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Term
Weick's Model of Organizing |
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Definition
Human interaction is the central phenomenon for organizing, comm keeps organizations ongoing. Based on:
1. Sociocultural evolution theory- people adapt to changes in their social & cultural environments to survive
2. Information theory- efficiency in message transmission and reduction of info loss btw message codes & channels
3. Systems theory- the system, subsystem, and suprasystem = diff hierarchical levels of complexity |
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Term
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Definition
gather information from past experiences to guide interpretation & response to organizational issues |
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Term
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Definition
used to minimize over responses, limiting use of unnecessary & wasteful comm activities |
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Term
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Definition
Info from media moves in 2 distinct ways
1. Individuals (opinion leaders) who pay close attention to mass media & its messages receive the info
2. Opinion leaders pass on their own interpretations in addition to the actual media content |
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Term
Diffusion of Innovation Theory |
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Definition
Process by which an innovation is communicated through certain channels over time among the members of a social system |
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