PR CH. 1 - 12 ALLL

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Enhancing the Profession

Public relations professionals should work constantly to strengthen the public's trust in the profession. You should not say a product is safe when it isn't. If ti's unsafe under certain usages or conditions, you have an obligation to disclose this information.

secondary

Public relations research is not quantitative, like most people think. It is __.

Coorientation

Public relations research process that can help us discover where our organization agrees and disagrees with an important public on a particular issue.

stakeholder research

Research that focuses on identifying and describing specific publics important to the success of an organization.

Stakeholder research

Research that focuses on identifying and describing specific publics important to the success of an organization. An organization's publics; demographics, their attitudes , values, beliefs and predispositions; response to issues

Formative Research

Research that is done before a program begins.

exposure, attention, perception, retention

Selective Theories

Self-interest

Self-interest plays a role in public opinion, including making opinions resistant to change. Opinions are based on self-interest. Major events and certain elites can also impact public opinion

What is the ultimate objective of a company?

Sell its products and services.

Assessment & Changes

Seventh step of public relations.

crisis plotting grid

a risk assessment tool developed by crisis planning expert Steven FInk for prioritizing crisis communications planning needs

nut graph

a sentence or paragraph identifying the focus of the story

Satellite media tours

a series of rebooked one-on-one interviews from a fix location via satellite with a series of television journalists or talk show hosts

convenience sampling

administrations of a survey based on the availability of subject without regard to representativeness

Cost effectiveness

calculating ROI (return on investment) on a website can show that a website is well worth investment and contributes to the bottom line

advertising value equivalency (AVE)

calculation of the value of publicity based on the advertising rates and the amount of media coverage received

vox populi

latin for "voice of the people"; refers to the importance of public opinion

2-way asymmetrical model

more sophisticated approach in which research is used in an effort to influence important publics toward a particular point of view; "selfish" model

objectives

more specific than the goal and subdivide program into more specific and more manageable portions

online genertaion gap

only 56% of people ages 64-73 and 31% of people ages 73 older are online

homeostasis

open system have to constantly change to stay the same; you are constantly adjusting

expressed

opinions can only influence public opinion if they're _____

monolithic

represents high levels of accurate agreement accurately recognized as such by those involved

longitudinal research

research based on one or multiple samples, with measurements taken at multiple points in time

informal research

research is nonscientific in nature, providing an indication of reality, but not an accurate picture

communication audits

research procedures used to determine whether an organization's public statements and publications are consistent with its values-driven mission and goals

the systems perspective

set of interdependent parts that interact by responding and adjusting to change pressure from the environment

resource dependency theory

The premise that organizations form relationships with publics to acquire the resources they need to fulfill their values.

pluralistic ignorance

represents the state of public opinion in which a majority perceive little agreement, but in fact there is widespread agreement

Procedures

types of standing plans that consist of standard instructions for performing common tasks; procedures carry out an organization's policies.

Policies

types of standing plans that serve as a guide for decision making and which are usually set by top management

cyber-relations

use of public relations strategies and tactics to deal with publics via, and issues related to , the Internets

a focus

all news stories are developed around the main point

push technology

allows information to be automatically delivered or "pushed" directly to a user -can be hard to get the attention of specific people "individuals as publishers"

Copyright Act of 1976

an "original work of authorship" has copyright protection from the moment the work is in 'fixed' form

public

any group of people who share common interests or values in a particular situation

pathos

appeal to emotion

ethos

appeal to ethics, and reputation

logos

appeal to reason

Tabloid

are not really defamatory b/c they write in a way to make the reader defame people

communication grids

are one way out of many to conduct an audit

separate segregated funds

are sponsored by corporations, labor unions, special interest groups, and other formal organizations.

advertising value equivalency

AVE

open-ended

Always include this type of question in surveys.

Facebook

most popular social networking site, many organizations tend to establish a presence on these sites (audience engagement, consumer involvement), PR materials on these site must be low-key and creative

intersubjectivity

must be possible for researchers to replicate our study and come to the same results. (systematic investigation)

Day-After Recall

Credible metric for evaluating the impact of campaign component. Participants are asked to view a specific television program or read in a particular news story. The next day, they are interviewed to find out which messages they remember.

development of publics

non public->latent public->apathetic public->aware public

Non-Probability Sample

nonrandom

Nonprobability Sample

not equal or independent, can't predict accuracy convenience, quota, volunteer

Doublespeak

Dangerous euphemisms that actually alter the meaning or impact of a word or concept. Words that pretend to communication but really do not.

management

Data from research allows you to prove facts to __.

Crisis Management

Dealing with issues and figuring out how to handle them

quota sampling

Definition: Method to ensure representation by drawing random sample that matches the statistical characteristics of the audience.

generalizable

Definition: representative of an entire group

omnibus

Definition: serves several purposes

pilot test

Definition: testing message in select cities to learn how public reacts

sleeper effect

Definition: we remember the message but not the source

doublespeak

Definition: words that pretend to communicate but really do not

Four-Minute Men

Delivered government news during the 4 minutes between reel changes in movie theaters. Part of the speaker's bureau.

Web

Disadvantage of __: difficult to know exact characteristics of respondents, because it is accessible to virtually anyone.

Truth

as a defense against Libel: if remark is true you don't pay defense*

Redrud V New York

as long as minors are protected, not thrusted upon unwilling adults, unpandered (using sensationalism to sell it)

Attrition

as time goes on, periodically lose people who are willing/able to participate Candidates were once random, but now become e-typical because they know they will be asked questions

External Practitioner (Private Business) Advantages

objective; skills&experiences; contacts; neutral; location

Act of 1934 Section 135

obligation of broadcaster with respect to public officers

Fairness Doctrine

obligation with respect to issues of public importance+ if broadcaster addresses issue, must give reasonable opportunity to opponant

one-on-one communication (type of communication media)

obtain commitments, negotiate, and solve problems. two way communication with high audience engagement, low reach and high costs. examples: personal visits, lobbying, telephone calls, etc.

Strategies

General descriptions of how practitioners

Objectives defined

Grown out of goals, clear and measurable, used to communicate and plan campaigns, provides an evaluative benchmark, designed for a single public & single response

exposure, accurate dissemination, acceptance, attitude change, change in behavior

Grunig's 5 objectives

Null Hypothesis

H0 x O1 = O2 H1 x O1 +=/= O2

Survey questions should...

Have no "loaded questions", open-ended questions aren't advised, include possible answers as options, question wording matters, be careful of major events surrounding your survey - may skew your results

Lowest Unit Charge

based on peak listening hours

simple random sampling

basic and often impractical form of probability sampling that involves assigning a number to every person within the sampling frame, followed by random selection of numbers

Goals

basic direction of an organization or other entity. considered to be top priority within an organization because they provide a sense of direction

global village

because of advances in telecommunications technology, we not live in a world in which everyone can share simultaneous experiences

Program planning: STRATEGY

How will your campaign meet your objectives? How and why a campaign is to succeed; ideas generated and rationale is shared for how the tactics will work on the targeted audiences, etc.

strategy

big overall plan

convergence of media

blending of media made possible by digitization. As different media adopt digital technology in their production and distribution processes, the difference among them become less apparent,

crystallizing public opinion

book authored by Edward L. Bernays in 1923 in which the term public relations counsel first appeared; Bernays became the first to articulate the concept of 2 way public relations

Cluster Random Sample

breaking population down into small geographic clusters, and then selecting a potential sample from the individual groups

return on investment

business concept for getting more out of something than the original cost

Identification

by membership in group provided group is small enough to identify everyone Ex: Neiman-Marcus vs Late -> claimed all floor models were gay, prosistutes or call girls. Sued -> one of the groups couldn't collect b/c the group was too big

Paid per Project

charge per project + estimate of expenses

push technology

computer software that permits users to customize information received automatically from the Internet

Theoretical

concerned primarily with theories or hypotheses rather than practical considerations

three scheduling methods (calendar/time table)

continuity, pulsing, flighting.

Food and Drug Administration

oversees the advertising and promotion of prescription drugs, over-the-counter medicines, cosmetics, and food

media kit

package of documents and other items offering extensive coverage of a news story to the news media. Contains at least one news release as well as items such as backgrounders, fact sheets, photo opportunity sheets, and product samples.

Risk communication

part of strategic phase in conflict management; dangers or threats to people or organization are conveyed to forestall personal injury, health problems, and environmental damage

PRM

partner relationship management abbreviation

backgrounder

document that supplies information to supplement a news release. Written as publishable stories and, are often included in media kit

Writing for the Ear

documents designed to be HEARD (speeches/podcasts)

congruence

does my opinion and what I think the other think the other persons opinion the same... if they match you have ______

ethics

doing the right thing as your background, conscience, experience, and society define it

burden of proof (responsibility)

duty of one party in a legal case to convince the decision maker (judge and/or jury) that their version of the facts is true.

probability sampling

each element of the population has a non zero, known, and equal chance of being selected into the sample.

Questionnaire Construction

Many factors are considered when designing a questionnaire, including wording, biased questions, politically correct answers, and answer categories. Guidelines include clearly deciding what you want to find out, keeping the questionnaire relatively short, defining the target audience, and selecting the appropriate sample size.

Agency Planning Model

Moving both parties toward the clear situation analysis needed to make planning relevant to the client's overall objectives.

Planning defined

Must be strategic and systematic; linked to the "big picture"; based on research; involves the coordination of multiple methods

Primary Research

New and original information that is generated through a research project and is directed to answer a specific question

Media impressions

Number of times a person is exposed to your campaign messages.

Impact Evaluation

Number who learned message content Number who changed attitudes and opinions Number who behave as desired Number who repeat behavior

Quantitative Research

Numbers and data, closed-ended. ex. Surveys, experiments.

Non-probability sampling

One of the assumptions of probability sampling is violated (i.e. TV call-in polls, internet surveys, etc.)

Legal Department

One of three team workers with PR. Must review for litigation (legal action).

Human Resources

One of three team workers with PR. Must use for employee communication.

Belief

One's commitment to a particular idea or concept based on either personal experience or some credible external authority.

integrated marketing communications (IMC)

PR is a component of a different field encompassing many persuasive communications

Barcelona principles

PR leaders for more than 30 countries; global standards and practices

revenues, saved

PR measures how much they earned the company in __ and how much they __ in terms of avoiding crises.

readability formula: cloze

ease with which reader can read sentence where words are removed.

Ethnically diverse audiences

PR practitioners must be sensitive to the special issues and concerns related to ethnicity PAGE 216

civil disobedience

peaceful, unlawful action designed to affect social discourse and/or changes public policy

gratification theory

people seek out specific media to satisfy specific needs

Aware Public Opinion

People grow aware of an emerging interest.

Leon Festingers theory of "Cognitive Dissonance"

People will not believe a message contrary to their predispositions unless the communicator can introduce information that causes them to question their beliefs.

Receiver

Person or persons for whom the message is intended.

Which type of research is regarded as the costliest?

Personal Interview

What is one of the pretests to maximize the exposure to a message?

Pilot Test

Planned PR

Planned PR Convey a positive new in order to improve image and thereby achieve business objectives

accreditation

encourages ethical behavior and accountability

Schenck V USA

espionage act interferes with freedom of speech

Probability Sample

every element (in which we can collect data) has both equal and independent chance at being selected

feedback research

examination of evidence of various publics responses to an organizations actions.

casual research

examining the influence of one variable on another.

dissensus

exists when high levels of actual disagreement are accurately perceived as such

false consensus

exists when there is actual disagreement but the majority of those involved think they agree

commitment

extent to which each party in a relationship thinks that the relationship is worth the time, cost, and effort.

media advisory

fact sheet that is faxed or emailed to news media to alert them of a breaking news story or an event they may wish to cover

evaluation research

fact-gathering designed to help a practitioner determine whether a public relations plan met its goals and objectives

the strategic planning model

facts, goals/objectives, publics, and key message

e-commerce

financial activity conducted on the Internet

e-commerce

financial activity on the internet

altair 8000

first general purpose microcomputer, aka personal computer or PC

Inverted pyramid

first paragraph succinctly summarizes the most important part of the story, and succeeding paragraphs fill in the details in defending order of importance

news releases, photos, media kits, and other media materials can be distributed by five major methods

first-class mail, fax, email, electronic wire services, and online newsrooms

content analysis, interviews, focus groups, copy testing ethnographic techniques

five qualitative research techniques

exploratory research

focus groups to understand voters reactions to new policies. pre-testing product names. focus groups help with cognitive associations, different meanings, pronunciation.

public information model

focus is on the dissemination of objective and accurate information; acting in much the same manner as new reports

Functional Budgeting

for agencies responsible for revenue Employees are responsible for turning in timesheets

Quota Sample

force sample to distribute

issues management

form of problem-opportunity research in which an organization identifies and analyzes emerging trends and issues for the purpose of preparing a timely and appropriate response

two types of information gathering

formal infomral

Types of research (How will i gather the information)

formal informal secondary feedback communication audit focus groups survey research

proposal

formal document that details specific, goal oriented PR tactics recommended for a client

types of research techniques

formal vs. informal, primary vs. secondary, and quantitative vs. qualitative

research, planning, communication, evaluation

four steps of effective public relations

things return to normal

fourth and final stage in effective crisis communication. Practitioners evaluate the quality of the organizations response to a crisis and take appropriate actions as a result of the lessons learned.

recovery

fourth and final step in a crisis. In this step practitioners evaluate the quality of the organizations response to a crisis and take appropriate actions as a result of the lessons learned.

applied "industry" research

funded by corporate/political sponsors, done to answer specific, applied question. conducted by academics, research departments or larger firms, market research or consulting companies.

Academic "basic" research

funded through universities or foundations, done to answer theoretical questions, conducted by academics

client research

gathering of information about the client, company, or organization on whose behalf a practitioner is working

problem-opportunity research

gathering of information to answer two critical questions at the outset of any public relationship effort: What is the issue, and what stake, if any, does our organization have in this issue?

strategies

general description of how practitioners propose to achieve a plans' objectives

three characteristics describing publics

geographics, demographics, and psychographics

Simple Random Sample

gives all members of the population an equal chance of being selected; picking names out of a hat 5% margin for error

Cross-cultural ethics

giving gifts to new acquaintances is standard in cultures your visiting o Cultural Relativism: the belief that no set of ethics is superior to any other set (ACCEPT) o Ethical Imperialism: the belief that your system of ethics has no flexibility and no room for improvement; your system overrules every other system (REJECT)

Internet

global network to allow the sharing of information in a digital format

cross situational publics

groups of people that can be identified by something they have in common, regardless of the situation in which they find themselves, such as race, gender, or age.

external publics

groups that are united by a common interest, value or values in a particular situation and that are not part of a public relations practitioner's organization

The State of New York

had criminal anarchy statute; can't advocate violent overthrow of government

quantitative

harder data, reliable data, random samples, surveys are more structured, more closed ended questions, and greater generalizability

Federal Trade Commission

has jurisdiction to determine if advertisements are deceptive or misleading

important

having significant impact on organization

Demographics

help to determine audience's age, gender, ethnicity, income, education, and geographic residence groupings

VALS

helps determine psychographics, Values and Lifestyle Program

Public Relations Practitioner

helps organizations and other entities achieve their most important goals by building productive relationships with publics

mass communication

high tech, perceptually based, low social present, asynchronous

Paid Hourly

how much per hour someone charges

Target markets

Primary public - main target audience for whom you prioritize message strategy and tactics Secondary public Tertiary public Intervening publics - opinion leaders, family and friends that have contact with your primary audience Moderating publics - publics that share a common goal or philosophy with your primary public (i.e. work colleagues, members of an activist group, etc.)

phone survey

Pro of a __ __: you know when quota is met.

Conflict management life cycle

Proactive -> strategic ->reactive ->recovery PAGE 171

Management by Objective (MBO)

Provides focus and direction for formulating strategy to achieve specific organizational objectives

Public Relations practitioners can assess the success of a meeting by

Providing evaluation sheets

PAO

Public Affairs Officer

Sub Tort

Putting someone in a fake light in the public eye/ making someone seem like someone they aren't

Which type of research provides the researcher's detailed perceptions and his or her grasp of a situation, with statistical data being rarely employed?

Qualitative research

Bona Fide Newscast Appearance Exclusion

if station is PICON, i'll have campaign news, doesn't trigger 315 obligation

18 United States Constitution 14:68

illegal to broadcast indecent remarks

18 United States Constitution 14:62

illegal to publish indecent remark

Libel

legal action designed to compensate someone whose reputation or standing in the community has been wrongfully damaged, essentially the definition of defamation

parts of a traditional news release

letter head, contacts, headlines, dateline, lead paragraph, body of text, and a short summary of the organization

Systematic Random Sample

like simple random sampling, but uses a random starting point in the sample list from then on, the researcher selects every nth person on the list

information seeking - active

likely to seek information on the issue

variables

logical grouping of qualities that describe a particular attribute

Strategic Plans

long-range plans concerning a group's major goals and ways of carrying them out. top management

Benchmark

looking at best practices of other organizations standards

stability

looks at how long has a public help that direction and intensity

social support

looks at the extent that people think that their opinions are shared by their peers; can be used to generate more public positive opinion

informational support

looks how much knowledge do people actually have on this opinion

trade magazines

mags for members of a particular trade, such as carpenters or lawyers

association magazine

mags for members of associations, such as the American Library Association

How do you make sure the message is memorable?

Repetition is necessary: more than 50% of people need to hear a message 3-5 times before they believe it Delivering the message in a variety of ways across multiple communication channels

Cross-sectional research

Research based on a sample drawn at a single point in time

Longitudinal research

Research based on one or multiple samples, with measurements taken at multiple points in time

Problem-opportunity research

Research designed to answer two critical questions: what is at issue, and what is at stake, if any, does our organization have in this issue?

listening

Research is the form of careful __.

Audience Research

Research of the target audience, regarding their values, needs, and wants, and public opinion.

Communication audit

Research procedures used to determine whether an organization's public statements and publications are consistent with its values- driven mission and goals

Informal research

Research that describes some aspect of reality but does not necessarily create an accurate representation of the larger reality.

4 parts of a PR plan

Research, plan, action, evaluate

four essential steps of effective public relations

Research, planning, communication, measurement/ evaluation

Fairness

Respecting all opinions and supporting the right of free expressions. Core value of PRSA

Quantitative Research

Scientific (numbers based), results are duplicable, random sample, non-biased ex: survey (close-ended), census (secondary research), content analysis

gathering evidence

Search for social regularities (predictions about specific groups of people, voters, consumers but not individuals). Always have some chance of error, theres never absolute certainty,

Social Media news release (SMR)

make it possible to embed a news release with high resolution photos/graphics, video, and audio components

Framing

media and public relations both have role in how issues are "framed", which parts are emphasized (positive vs. negative)

licensing

permission must be granted by the state/government to work in the profession (ex. doctors, lawyers, hairdresser)

crisis manager

person designated as the leader of a crisis management team. When this person is not the chief executive of an organization, he or she is usually someone appointed by the chief executive.

Difference between strategies & tactics

Strategies - establish why something is being proposed and why it will achieve the purposes of the campaign Tactics - the specific activities that get the job done

Most companies today use social media to promote their products. This process involves which element of public relations planning?

Strategy

short term thinking

person who plugs a leaking dam with a dynamite o Short term problem is solved, but at too high of cost

absolute privilege

immunity from a lawsuit, usually a lawsuit for defamation, even if the action is wrong, malicious, or done with an improper motive

qualified privilege

immunity from a lawsuit, usually a lawsuit for defamation, for acts committed in the performance of a legal or moral duty and acts properly exercised and free from malice. If malice can be shown, _____ is not a protection against defamation

communication =

implementation of a decision

Real Defamation

personal reputation professional reputation impede their right to be with others (social contact)

treble damages (trademark infringement)

persons who infringed the trademark must pay the owner 3x the infringer's profits for using the mark or 3x any damaged sustained by the legal owner, whichever is greater (plus attorney fees)

60

Telephones surveys receive a __% response.

societal codes

Ten commandments/Religion

Spiral of silence assumptions

Ten commandments/Religion. standards that govern a societal grouping (people choose to join).

societal codes

Ten commandments/Religion. standards that govern a societal grouping (people choose to join).

Concept of Triggering Events

The "event" was the catalyst for people to engage with others about a shared interest. Planning to cause people to act on their willingness to behave in a certain way.

Sampling frame

The actual list from which a research sample, or some stage of the sample, is drawn.

Propaganda

The attempt to have a viewpoint accepted at the exclusion of all others. Related to war.

public opinion

The average expressed behavioral inclination

uses and gratification theory

The belief that people have the power to pick and choose the mass media channels that, in turn, influence their actions

change theory

The belief that there is an ongoing process of adjustment and adaptation in a dynamic and evolving environment

systematic

The best planning is __.

Audience Segmentation

The breakdown of an audience into groups to strategize for their needs.

Public opinion definied

The collection of views or opinions held by people about issues concerning them

lobby

in a PR context, an organization that exists solely to influence governmental legislative and regulatory processes on behalf of a client.

public

in a public relations context, any group of people who share a common interest, value or values in a particular situation

statement of purpose

in a written PR proposal, a declaration that the proposal presents a plan to address a given situation

situation analysis

in a written PR proposal, a statement that accurately and objectively describes an opportunity or threat for which public relations actions are recommended

Peneumbra

in and around the issues; right to privacy only in the Penumbra of the Constitution

Equality in Selection

in being selected, nobody has greater or lesser chance of being selected

Relationship Managment

The use of public relations strategies and tactics to foster and enhance the shared interests and values of an organization and the publics important to its success

agenda-setting

Theory: media tells us what to do and think about and sometimes what we think.

cognitive dissonance

Theory: people will not believe a message contrary to predispositions unless the communicator can introduce information that causes them to question their beliefs

uses and gratification

Theory: satisfy the searcher with information they're looking for.

loaded questions

These involve emotionally charged language.

purposive interview

This interview selects people based on expertise, influence, or leadership in the community.

focus group

This interview usually takes one or two hours.

Flesch

This is the most widely known readability formula.

Diffusion theory

individuals adopt new ideas in five stages (awareness, interest, evaluation, trial, adoption)

citizen journalist

individuals not formally trained as journalists, but who through the use of digital technology assist in the traditional newsgathering and reporting process

test copy

This strategy allows representatives of the target audience to read or view material in draft form before it is mass-produced and distributed.

qualitative

This type of research affords the researcher insights and understanding of a situation ora target public, but does not use numerical data.

quantitative

This type of research is often more expensive and complicated, but it gives the researcher greater ability to generalize to large populations.

archival

This type of research looks into organizational materials. It is a major component in audits intended to determine how an organization communicates to its publics.

secondary

This type of research uses existing information in books, magazines, articles, databases, etc.

informal

This type of survey gives information to determine what type of formal survey must be done. It cannot be generalized.

formal

This type of survey is generalizable because of random samples.

staff and administrative time

This usually takes as much as 70% of a public relations budget.

execution

This, communication, is the most visible part of public relations work.

International Publics

Those beyond your country's borders.

Domestic Publics

Those within your own country.

mutual fund managers

individuals responsible for purchasing stocks and other securities on behalf of a mutual fund's investors; the investors participate by purchasing shares in the fund

diffusion of innovation

innovators, early adopters, early majority, late majority, and laggards

Conflict theory

insight into differences among individuals or groups and explains conflicting interests, groups, values, or desires; public opinion often have different views, controversies affect public opinion

cyber smears

instances of using the Internet to unfairly attack the integrity of an organization and/or its products and services

Freedom of Information Act of 1966 (FOIA)

Upon written request, agencies of the US govt are required to disclose those records, unless they can be lawfully withheld from disclosure under one of nine specific exemptions in the FIOA. The right of access is ultimately enforceable in federal court

Instructing Information

instructing stakeholders on what to do to protect themselves physically

Sub Tort

intrusion on a plaintiffs physical solitud

Solomon Group Design

Use 4 groups R- O1 X O2 R- X O3 R- O4 O5 R- O6 Hypothesis: H0xO1=O2=O3=O4=O5=O6 H1x[O2=O3]=/=[O1=O4=O5=O6]

Secondary Research

Uses existing information in books, magazine articles, and electronic databases

PR is usually cheaper than advertising.

Way that PR is different from journalism, marketing, and advertising.

Program planning: OBJECTIVES

What are you trying to accomplish? Goals & objectives

primary research

is what you generate from scratch

communications specialist

job title given to some PR practitioners, whose jobs usually entail the preparation of communication

aware public

a group whose members understand that they are united by a common interest, value, or values in a particular situation but who have not yet formed plans or acted on their interest/values

social ramifications of digital technology

a new town commons (where and how people get their news); redefined communities; social isolation; mergers of media companies (loss of journalistic independence); preservation of personal privacy; job security; protection of intellectual property

Independent public relations consultant

a one person public relations agency, people hire this consultant to assist with particular public relations .

branding

a process in which PR builds corporate and product identities

coorientation

a process in which practitioners seek similarities and differences between their organization's opinions regarding a public and that public's opinion of the practitioners' organizations

stakeholder

a public that has a relationship with your organization; it has a stake in your organization or in an issue potentially involving your organization

stake holder

a public that has an interest in an organization or in an issue potentially involving that organization

institutional investor

large companies or organizations that purchase stocks and other securities on behalf of their members, usually in enormous quantities

how may we target our communications to an audience?

age, gender, ethnicity, marital status, education and income level, location, religious beliefs, political beliefs, media use habits.

Calendar/ time table (element of a program plan)

when will a campaign run? what sequence? when are key messages most meaningful to target audience? seasonal, holiday, days of the week, times of the week timing. how should we schedule specific tactics? this will be influenced by size of the budget, consumer use cycles, competitors advertising/ tactics.

Overwork

you should shoulder only the work you can handle effectively in a typical 40-50 hour workweek o You have an ethical obligation to control the quality of your work o Can also rob you of time you would ideally devote to yourself • Organizations values- Own values

Stakeholder Research

• Identifying the specific publics important to the success of the client. Each stakeholder owns a different stake in how the organization responds to various issues. (This research helps you better target the message and the media for that message to the needs of each constituency.

Ad-Hoc

• Latin for "for this purpose only" • An important but temporary plan

tactics

• Recommended actions.

Single-Use Plans

plans developed for use in one specific situation

summative research

post program to see progress and determine impact

consent

provision of approval or assent, particularly and especially after thoughtful consideration

Minnesota

public nuisance statute

government relations

public relations efforts directed by companies and organizations that are designed to monitor and influence the actions of government

Prioritize

put in order of most important to least important

Roverson vs Rochester Folding Box Co.

put someones picture on a product of theirs without the person's consent, but the company won

encoding

putting meaning into messages

publicity photos

quality, subject matter, composition, action, scale, camera-angle, lighting, and color

Tactics

range from low-tech (face-to-face) to high-tech (wikis)

point of no return

second stage in crisis. Once this moment is reached, a crisis becomes unavoidable

Independence in Selection

selecting an element in no way influences a section of any other element

axioms

self-evident or universally recognized truths

website

series of computer files maintained by an organization or individual that can be accessed via the internet

satellite media tour (SMT)

series of interviews with reporters in different cities, conducted by means of satellite technology. News maker stays in one locations, saving money and time.

homogenius

sharing common traits and features

no research =

shooting in the dark

Profile Sample

short description of the population at this point in time only

Pitch letters

short notes or later sent to journalists to draw their attention to a story

tactic

small specific plan to achieve strategy

subsystems

smaller systems within a system

too many stories fail to answer the reader's most challenging question:

so what?

qualitative

softer data, rich data, non-random samples, questionnaires are less structured, more open ended questions, low generalizability

audience believes the message

source credibility (advertisements vs. news articles). importance of the sleeper effect (while we may discount new information as being biased, because of the source, over time, we forget the source and retain the information), message context (making sure your message is backed up by your actions.) low involvement groups just looks for source attractiveness while high involvement groups look at the actual logic of the message.

believing the message

source credibility, variables in believability, creating cognitive dissonance, and involvement

communication model

source->encoder->signal->decoder->destination

Rules

statements that specify the action to be taken in a particular situation

goals

statements that state what the coordinated program is intended to accomplish and by when it is to be accomplished

the four media uses

surveillance, entertainment, reinforcement, and decision making

census

survey of every member of a sampling frame

Public Opinion Survey

surveys to measure the attitudes and opinions of specific audiences

morphogenesis

system can adjust in both structure and process to achieve goal states

Content Analysis

systematic analysis of content of publications such as newspapers. Read the papers, locate where in paper it was publish (front page?), how long the article is, who wrote it, chronology of time period, look at the language

Campaign

systematic set of Public Relations activities, each with specific/finite purpose, sustained over a period of time, deals with objectives associated with particular issue -ex: raise awareness about drunk driving

Available Subjects Sample

take whoever we can get to test/survey

due diligence

term originating in legal and financial circles that , in a PR context, means the expectations that practitioners will conduct adequate research, analysis, and evaluation

Slander

term used for an oral statement that was false

Libel

term used for printed falsehood

digital divide

term used to describe the uneven distribution of Internet access along geographical and socioeconomic lines

Clear and Present Damage Test

tests espionage act against US Constitution if speech presents clear danger, falls outside protection of first amendment certain kinds of speech are unconstitutional

Fair use

that part of a copyrighted article may be quoted directly, but the quoted material must be brief in relation to the length of the original work, complete attribution of the source must be given regardless of length

Glittering generalities

the technique of linking a case, product, or idea with favorable abstractions such as freedom, justice, democracy, and the American way

cognitive dissonance

the theory to motivate people to do what you want them to do

source credibility

the type of message and the spokesperson

planning

this step is the process of setting goals and objectives and determining ways to meet them

Primary Audience

those you want to target directly

treble damages

trademark infringed: owner is allowed to recover ___

b-roll

unedited video footage that follows a video news release. Rather than use the VNR as provided, some televisions stations prefer using b-roll footage to create their own news stories.

immediate crisis

unexpected events events take place which means no time to plane or research (plane crash)

ethnography

unobtrusive observational research within a specific environment

Crisis

unplanned event that is a major threat and can have a negative impact on the organization, industry, or stakeholders if handled improperly

controlled media (type of communication media)

used to promote and provide greater detail than public media. largely a one way form of communication characterized by a smaller reach, somewhat higher levels of audience engagement, and moderate costs. typically not as "mass" in appeal. examples: brochures, newsletters, direct mail, exhibits or displays, etc.

Texting

used to reach employees, sutures, and key publics; Three levels of texting for organizations (broadcast text, subscription based, the "one-off")

Stratified Random Sample

used to survey different segments of the population Rearranging the sample list

video news releases (VNR)

videotaped news stories that an organization produced and distributes to the news media

action strategy

what the organization does

Channel

Medium used to transmit the message to the intended receiver.

The average corporation devotes only ___ of its total PR budget to evaluation and measurement.

4-5%

One-Way Communication

From sender to receiver, only disseminates information such as monologue.

Difficulty of Telephone Surveys

Gaining access to telephone numbers

Person-Position Fit

How well your personal interests and abilities line up with the job available.

Shared Media

Social media that involves both consumers and companies. ex. Facebook, LinkedIn, YouTube.

Advisory, Compulsory Advisory, Concurring Authority

The three levels of influence that PR has over a company.

Authoritarian, Democratic, Laissez-Faire

The three types of leadership styles.

Communication Models

-One-way communication -Two-way communication -Two-way symmetrical communication

Linkedin

???

How do we get our audience?

Comes from research

10

Experts say that departments should spend __% of their budget on research.

Research & Analysis

First step of public relations.

Strategy

How & why a program achieves its objectives. ex. Mail 50k cereal boxes.

Tactics

How you enact each strategy

Qualitative Research

Words and stories, open-ended rich data. ex. Focus groups, interviews.

John Twyn

"A treatus on the Execution of Justice" time when it was ok to rise up against King and speak out

Edward L. Bernays

"Father of Public Relations"

Public Relations

"Putting our best foot forward to shape public opinion."

Value Statement

"This is what we believe in"

Measurement

(Evaluation) techniques provide a means for demonstrating to management that Public Relations is achieving objectives and contributing in a meaningful way to the organization.

Generation Y

(millennials/E-generation) 1981-2003 spend 1/3 of lives online, under intense pressure form parents, like to work in teams, like structure, tope 5 sources of advice include parents, doctors, clergy, friends, and teachers

Allow ___ for ____

10% for unexpected costs

Problems with Sources

-increasing number of celebrity endorsements -overexposure -personal actions (ex: Lance Armstrong) -speak out on controversial public issues

One-way Communication

-influenced by behaviorism -e.g. Magic Bullet Theory (Hypodermic Needle Theory)

Agency Planning Model- Audience

1. Target Audience- Who are the target audiences? 2. Current Mindset- How do the audiences feel about the product, service or issue? 3. Desired Mindset- How do we want them to feel?

Wikipedia

350+ visitors per day, 18 million+ articles (4 million in English), free and easily accessible

formal, informal, limited, universal

4 characteristics of an opinion leader

awareness, interest, adoption

3 stages of decision making

production, exposure, awareness

3 things to measure

influentials, catalysts

2 names for opinion leaders

expertise, charisma, sincerity

3 characteristics of a credible source

Strategic Planning

5-10 years, 2-3 years; constantly evaluating what we're doing to improve

attitude

A behavioral inclination

Systematic sampling

A probability sampling technique that uses a standardized selection process to create a sample that is both representative and easy to develop.

Cluster sampling

A sampling technique used to compensate for an unrepresentative sampling frame. It involves breaking the population into homogeneous clusters and then selecting a sample from each cluster.

Secondary Publics

Ability to affect your organization's pursuit of its goals is minimal.

Unprivileged Occasion

Absolute -> privilege of the participant Qualified -> privilege of the reporter - reporter can print account of public proceeding as long as account is fair and accurate

Validity

Achieved when research measures what it purports to measure.

Kinds of PR plans

Ad-Hoc Standing Contingency

Objectivity, Credibility, Extensive Resources

Advantages of PR firms (3).

Opinion

An expressed behavioral inclination.

Univariate

Analysis of research data that examines just one variable

Paid Media

Any advertising that a company pays for. ex. Banners, displays, billboards.

Press Agentry

Any news is good news (anything)

Global audiences

As trade expands, attention of PR professionals to global audiences grows; challenges include language and cultural differences, industrial and structure differences PAGE 220

PR Evaluation

Assess whether the planned or crisis PR has achieved its goals

Public Relations Agencies

Assist with the public relations activities of other organizations. Sizes range.

piggy back

Attaching your survey to another business's survey.

Creativity, Problem-Solving, Efficiency

Benefits of equal opportunity & affirmative action (3).

Administrative Budgeting

Budget dollars are assigned generally against the department's allocation for staff and expenses

three different message delivery systems

CONTENT as message, MEDIUM as message, PERSON as message

cost per thousand

CPM

Objectves

Can be measured, know specifically what to look for

Primary Publics

Can directly affect your organization's pursuit of its values-driven goal (possess resources that you must have.)

Which type of facts discuss the latest fads in the market?

Category facts

Cherry vs Des Moine

Cherry Sisters performed in saloons, they were so bad they had to perform behind a net to keep from eggs/tomatoes hitting them from unhappy listeners. Lost because they voluntarily put themselves out for the public to listen to

Employee/Internal Relations

Communicating with people within the organization, ex. stakeholders

Two-Way Symmetrical Communication

Communication balanced between the sender and the receiver. Social media is a good example; focus is on dialogue and engagement between the organization and the individual

clipping service

Definition: refers to the number of mentions you've received.

evaluation

Definition: measurement of results against established objectives set during planning process

entropy

Definition: messages lose their accuracy as they're passed laong

Objective of a questionnaire

Develop a standardized instrument that gathers reliable and valid information from a wide variety of respondents. Two important aspects: Overall structure (length, ordering, techniques, etc.) Specific question wording (appropriate language, frame of reference, etc.)

Probability sampling

Each element of the population has a non-zero, known, and equal chance of being selected into the sample

Affirmative Action

Enhances diversity in the workplace.

Government, Non-profits, Public Institutions

Entities that use the Public Information model (3).

__ determines if the message is just information of if it can alter the attitude and behavior of the audience.

Essence of the message

channels

Examples of __ are print, and broadcast.

Reliability

Factor of quantitative research. Are measurements consistent, getting at same construct each time?

Generalizability

Factor of quantitative research. Are the results representative of the target audience?

Validity

Factor of quantitative research. Did we measure what we intended to measure?

Rules of the objective

Focused, measurable, time defined

Paid Blended Rate

Flat rate for time/work of multiple people in a firm working on a project

number of one-syllable words, sentence length

Flesch formulas measure these 2 things

Frames as heuristics

Frames are not about offering new facts. Frames differ in how they present issues (i.e. Estate tax vs. Death tax)

Unstructured interview

Freedom; one general opening statement and then a free flow

Values

Fundamental beliefs and standards that drive behavior and decision-making.

Social Media Analytics

Gathering data from blogs and social media platforms. Typical objectives include- increasing revenues, tracking and managing issues, developing content that tracks trends in thinking and fashion, increasing awareness of the organization's mission, improving public opinion of a particular cause or organization

Nontraditional Publics

Groups that usually are unfamiliar to an organization.

Traditional Publics

Groups with which organizations have ongoing, long-term relationships.

Cost per person

I.e. Olympic sponsorship is expensive, but reaches millions

Measurement of Audience Awareness determines-

If the audience paid attention to the message, actually became aware of the message, and understood the message.

Public Affairs

If you did/do government work

When does the determining of evaluation measures begin?

In the planning stage. You break down the plan into measurable goals and objectives, then after implementing the program, you measure the results against goals.

Purposive Interviewing

Interviewees are carefully selected based on their expertise, influence or leadership in the community.

Primary Research

Interviews, surveys, focus groups

Situational Leaders

Leaders who adjust based on circumstance.

Authoritarian

Leaders who give independent direction regardless of worker input. High productivity but low worker satisfaction.

PR social responsibility (with examples)

Looking after the interest of the community Ie; recalling products quickly if faulty OR no engaging in excessive 'spin' (exaggeration)

Communications Audit

Looking at every single piece of paper that the company has created and analyzed or worked. Things that originated in the company

management by objective

MBO

Behavioral objectives

May require sales data, or self-report survey data

probability sample

Means that every audience member has an equal chance of getting picked.

Theoretical perspectives

Media uses gratification; Asks: what do people want from media rather than what are media's impacts on people

The Five M's

Moment, Message, Messenger, Medium, Measurement

Measurement of Message Exposure

Most widely practiced form of evaluation. Public Relations programs is the compilation of print and broadcast mentions, often called "clips"

Channeling

Obtain audiences attention by beginning the message with a statement that reflects audience values and predispositions.

Qualitative Research

Non-scientific, no duplicatable, not numbers based, not random, opinions/attitudes, anecdotal. Ex.: observations, interviews, focus groups, open-ended surveys, phone tallies, online surveys

Implementation Evaluation

Number of messages sent to media Number of messages placed Number who received messages Number who attended the message

One-on-one communication

Obtain commitments, negotiate and solve problems; two-way communication; high engagement; low reach; high costs; i.e. personal visits, lobbying, telephone calls, etc.

Government Affairs

Organization working with someone in the government ex. CUH working with the City of Honolulu

Primary research

Organizational research not derived from the results of any earlier researcher's efforts.

Objectives can be...

Output (i.e. inc. newspaper coverage) Input (i.e. raise awareness) Informational Attitudinal/motivational Behavorial

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Demographics

Parameters that focus on a certain age, gender, etc.

Psychographics

Parameters that focus on a certain attitude, lifestyle, etc.

4 Primary Research Examples

Polls, surveys, focus groups, interviews

Copy-Testing

Pre-testing materials for language, literacy, etc. Quiz audience on material understanding, use readability formulas.

Other names for government public relations practitioners

Press secretary, public information officer, public affairs officer, communications specialist.

Equal Opportunity

Prevents discrimination in the workplace.

accreditation

Professional designation, APR

PICON

Public Interest, Convenience or Necessity

Near

Published tabloid against people, religions, etc.

Interactivity

Pull vs. Push concept

Publicity

Putting good news out about a client, not controlled, (pray)

Ethnographic Techniques

Qualitative approach that studies the cultural patterns and perspectives of participants in their natural settings. Purpose- to describe, analyze, and interpret the culture of a group over time to understand the group's shared beliefs, behaviors, and language.

___ research uses statistical tabulations and scientific surveys.

Quantitative

elaboration likelihood theory

active=content passive=be distracted by noise

sampling frame

actual list from which a research sample is drawn

Policy Formation

Second step of public relations.

Feedback

Sixth step of public relations.

Manipulating

Something underhand. It costs credibility and it's not mutually beneficial.

One-Way Linear Model

Source, encoder, signal, decoder, destination. Emphasizes that both the source and receiver continually encode, interpret, decode, transmit, and receive information.

Jargon

Special words or expressions that are used by a particular profession or group and are difficult for others to understand.

Tactics

Step-by-step process of what to do/accomplish goals and objectives

Tactics

Steps needed to implement strategies. ex. Use publicity, identify 50k families to mail cereal to, provide educational brochures, follow-up survey.

Special Events

Stimulating an interest in a person, product, or organization by means of a well planned event: activities designed to interact with people and interact with theme

Public Relations planning should be __

Strategic

demographically, psychographically

Target audiences must be measured in these 2 ways.

intersection management

The practice of overseeing relationships among several publics within a particular issue.

Trait Leaders

The idea that leaders are born (inheriting, etc).

agenda-setting hypothesis

The idea that the mass media tell us not what to think, but what to think about

Normative

The ideal standard or model for achieving excellence in public relations

press secretary

The individual charged with interacting and communicating with journalists on a daily basis.

Two-step Theory

The mass media influence society's key opinion leaders, who in turn influence to opinions and actions of society itself.

The Agenda-Setting Hypothesis

The mass media tell people not what to think, but what to think about. They set the public agenda.

Agenda setting theory

The media don't tell us what to think, only what to think about. PR specialists are responsible for anywhere from 50-60% of media content

channel

The medium used to transmit a message

Community Relations

The money givers, community, working with people with interest in the surrounding area

source

The originator of a message

feedback

The receiver's reaction to a message

Program planning: TACTICS

The specific activities of the campaign The nuts and bolts of the strategy; goes beyond rationale and focuses on the specific activities, materials, etc. to implement the strategy

online surveys

They are easy and increasing in popularity. Keep it between 10 to 20 questions. Use demographic categories.

International Codes

This code of business ethics emerges as organizations build relationships with publics in other nations. - core values: cooperation, teamwork, professionalism, credibility, integrity, innovation, change, openness, and dialogue

Public Relations

To manage a mutually beneficial relationship between an organization and its publics. Two-way communication.

the three traditional situations

To overcome a problem or negative situation, to conduct a specific one time project to launch a new product or service, and to reinforce an ongoing effort to preserve it reputation and public support

informational, motivational

Two types of objectives.

Measurement of Audience Action

Ultimate objective of any public relations effort is to accomplish organizational objectives. Raising awareness and interest is important, but ultimately the goal is to motivate people to actually do something.

A symbol should be-

Unique, memorable, widely recognized, and appropriate.

Focus groups

Used as an alternative to interviews due to the high costs; consists of 5-10 people who are chosen based on their relevance to the study; guided discussion designed to explore a topic of special interest to the client/researcher

Public media

Used to build awareness and credibility; one-way form of communication; low audience engagement; high reach; relatively low costs; i.e. TV, newspapers, magazines, radio, billboards, etc

Crisis Types

Victim: -terrorism/hostile takeover -natural disasters -rumors/sabotage -downturns in the economy Preventable/Accidental: -product failure -workplace violence -employee misbehavior

professional codes

Voluntarily join an organization that do have binding ethical codes

professional ethics codes

Voluntarily join an organization that do have binding ethical codes. --------------------------self policing to protect the profession govern all working in a given industry penalties for not abiding PR does not have one! (PRSA's member code of ethics)

PR focuses on building relationships, not just selling ads.

Way that PR is different from journalism, marketing, and advertising.

Gender/lifestyle audiences

Women, LGBT community, Religious groups

Which strategy is used by manufacturers to engage customers and find out their needs, and then amplify the customers voice within their own website and through multiple channel marketing strategies?

Word-of-Mouth Campaigns

Media Relations

Working with journalists/bloggers in seeking publicity

The equation for media impressions

X 2.5= media

Avoiding cliches and hype words:

You can ruin the credibility and believability of your message by using exaggerated words and phrases. Companies often describe their products as first of its kind, unique or revolutionary which tends to raise suspicion among journalists and the public.

mass media

__ __ is most effective for the first two steps of the APT.

Public Relations

__ does not require licensing

literature

__ searches are the most often used informal research methods in public relations.

measurement

__ techniques provide a means for distributing to management that public relations is achieving objectives and contributing in a meaningful way to the organization.

Free Flow of Information

______ of accurate and truthful information is essential to serving the public interest in a democratic society. You should not bribe a journalist with an expensive gift so that he or she will write favorable stories about the organization or its products/services. Lavish entertainment and travel junkets for government officials, beyond the limits set by law, are also improper

Goals, Objectives

_________ are broad. _________ are narrow.

outcomes

actions of a targeted public generated as a result of a particular tactic or program

latent public

a group whose members do not yet realize that they share a common interest, value or values in a particular situation

Seniors

age 65+ less easily convinced than young adults, active in voting, reading newspapers, excellent source of volunteers, health conscious, seen savings erode since 2008 economic crisis

press release

another name for news release, is a pseudo news story, written in third person that seems to demonstrate to an editor or reporter the newsworthiness

Communication

aka: execution. the process and means by which objectives are actually achieved. the process by which tactics are developed and implemented.

ethics

belief about right and wrong that guide the way we think and act

ethical imperialism

belief that a particular set of ethics has no flexibility and no room for improvement

goal or objective creates:

brand awareness

action (cognitive)

focus on response to information, opinion, and behavior

2-way symmetrical model

focuses on 2-way communication as a means of conflict resolution and for the promotion of mutual understanding between an organization and its important publics

decoding

getting meaning out of messages

secondary publics

groups that are united by a common interest, value or values in a particular situation and that have a relationship with a public relations practitioner's organization, but which have little power to affect that organization's pursuit of its goals

Strategy and tactics (element of a program plan)

how will your campaign meet your objectives? tactics are the specific activities of your campaign. strategy is how and why a campaign will work. strategy: brainstorming and breakout groups.

personalized communication

low tech, experimentally based, high social presence, synchronous

social media news release

news releases formatted for social media practitioners, particularly bloggers.

Publicity photos

often accompany news releases to make a story more appealing, photos draw attention are are "read" more photos appealing to gatekeepers (consider quality, subject, composition, context, action, scale, resolution)

attitudes and opinions

our assessment of salience, pertinence, individual orientations creates _____ and ____

salience

our feeling based on past experience

individual orientation

our perceptions of things in our environment

goal

outcome a PR plan is designed to achieve

goal

overarching goal of the entire effort

ad hoc plan

plan created for a single, short-term purpose

heuristic

practical approach to problem solving, may include lessons learned by trial and error

credentialing

process for establishing the identity of people working in an otherwise restricted area. Usual used in connection with reporters, and involves issuing passes or badges that give access to an area such as a media information center,

evaluation research

process for evaluating program planning, implementation, and impact

the program plan

situation, goals/objectives, audience, strategy, tactics, calendar, budget, and evaluation

organizational ethics codes

standards we set for our company

goal planning

takes place in missions and goals

Proactive

taking an action to be on the offensive

consumer relations

the maintenance of mutually beneficial communication between an organization and the people who use or are potential users of its products and/or services

cybermeasers

use of the internet to attack the integrity of an organization and/or its products and services -result of self-publication -go through the process of Gripe Sites (essentially websites that are created for disgruntled people to basically gripe and complain about a certain thing or person)

secondary research

used by you but generated from others

formal research

uses scientific methodologies like random sampling to arrive at accurate pictures of reality

Stipulations

what a broadcaster must and mustn't do only legally qualified candidate, equal opportunity for candidates, can't censor what they say

Fixed Form

work is sufficiently permanent to permit it to be perceived, reproduced or otherwise communicated

Diffusion of Innovation Theory (Rogers)

-proposed by Everett Rogers -largely adopted by ag. comm. -individuals adopt new ideas/products through 5 stages: 1. innovators (2.5%) 2. early adopters (13.5%) 3. early majority (34%) 4. late majority (34%) 5. laggards (16%)

open system thinking (good)

-purpose of PR is to change the organization and environment -its give and take -relationships maintained by reciprocal feedback and adjustment - you have a healthy relationship when you give and take

Elements of Surveys

-quantitative -involves close & open-ended questions -random sampling, sample size, questionnaire, how to reach respondents -scientific sampling

what types of things can you do without seeking copyright permission?

-reproduce excerpt from that article and sent it to a few -coworkers or friends -email excerpt from the article to a few clients, potential clients, colleagues, etc. -post excerpt from the article and link to the original source of the article -publish excerpt from the article in a internal newsletter or blog

medium as message

-sometimes we need to use a delivery system that raised the -importance of a message -status conferral -a status held by one individual can be conferrable by another

spiral of silence theory

-the "silent majority" -people who think their opinions aren't popular will tend to remain silent -a vocal minority can overshadow silent majority -media covers views displayed most forcefully rather than the actual distribution of views

Academic Research

-theoretical research to test and develop theory -answers a generalized question -case studies, content analysis, surveys, interviews, focus groups, and experiments

Coorientational Model

-two or more individuals oriented to something in common and also to each other -has both intrapersonal and interpersonal constructs

Situation Analysis

-understand the challenge, the organization, the industry, and the environment to set clear, valid objectives -3 types of situations: 1) one-time specific project 2) remedial program to overcome negative problem 3) reinforce ongoing effort to preserve reputation and public support -SWOT Analysis

person as message

-we are dependent on the status of the individual -its more about who is saying rather than what -sometimes you just want to get your message in the hands of the right individual - ex. oprah

Language Use Considerations

-writing for clarity -repetition

What does copyright protect?

-you are protecting a creative expression -anything you can see - protects original work from the creator to be used elsewhere

the global digital divide

1 in 4 people are online (english or chinese language)

Scientific Sampling

1) Random/Probability Sample 2) Non-Probability Sample 3) Quota Sampling

Campaign Elements

1) Situation Analysis 2) Objectives 3) Audiences

How To Reach Respondents

1) Telephone -high response rate -expensive 2) Mail -low response rate -covers large number of people 3) Web/E-mail -consumer panels -survey building tools

3 Factors of Source Credibility

1) expertise 2) sincerity/trustworthiness 3) attractiveness/charisma

Top 3 Triggers of a Crisis

1) financial irregularities 2) unethical behavior 3) executive misconduct

communication strategy

1) informing 2)persuading 3) instructing

strategic planning process

1) problem 2) situation analysis 3) problem statement 4) program goal statement 5) target publics 6) objectives 7) action strategy and tactics 8) communication strategy and tactics 9)coordination of organizational action and communication 10) program implementation plans 11) evaluation plans 12) feedback and program adjustments

the strategic management process

1) research 2) planning and programming 3) implementation 4) evaluation

3 Steps of Crisis Communication Planning

1) select & train crisis team & spokesperson 2) predict likely crisi scenarios 3) prepare crisis response message

3 factors determining whether an incident becomes a crisis

1) stakeholder perceptions 2) degree of negative impact 3) crisis communication, planning, and response (how the organization responds in the first 24 hours)

appropriate objectives contain four specific elements

1) target public 2) outcome 3) measurement 4) target date

5 Communication Elements

1) who 2) said what 3) to whom 4) through what channel 5) with what affect

Maslow five level hierarchy

1. (lowest level) basic needs-food, water, shelter, transportation 2. security needs- secure in jobs, homes, confident about retirement 3. belonging needs- people seek association with others 4. love needs- humans have need to be wanted and loved 5. (highest level) self actualization needs

Grung's phases of communication

1. Audience receives the message 2. Audience pays attention to the message 3. Audience understands the message 4. Audience believes the message 5. Audience remembers the message 6. Audience acts on the message

The 5-Stage Adopting Process

1. Awareness 2. Interest 3. Evaluation 4. Trial 5. Adoption

Five-stage adoption process

1. Awareness - via advertising or other properly placed media 2. Interest - ideally leads to an interest in publics to learn more about product, service, or organization 3. Evaluation - consumer evaluated the idea or product in terms of needs and wants met 4. Trial - consumer samples the product or idea 5. Adoption - idea or product is integrated into individual's life

Agency Planning Model- Goals

1. Business Objectives- What are the company's business objectives? What is the time frame? 2. Role of PR- How does public relations fit into the marketing mix? 3. Sources of New Business- What sectors will produce growth?

Agency Planning Model- Facts

1. Category Facts- What are the recent industry trends? 2. Products/Service Issues- What are the significant characteristics of the product, service, or issue? 3. Competitive Facts- Who are the competitors, what are their competitive strengths, similarities and differences? 4. Consumer Facts- Who uses the product and why?

What are the 9 basic steps that can help a practitioner conceptualize everything from a simple news release to a multi-faced communication program?

1. Client/ Employer Objectives 2. Audience/ Publics 3. Audience Objectives 4. Media Channels 5. Media Channel Objectives 6. Sources and Questions 7. Communication Strategies 8. Essence of the Message 9. Nonverbal Support

Crisis Response Strategies

1. Denial -denial -attack accuser -shift blame 2. Diminish -excuse (no control over crisis) -justification 3. Rebuilding -full apology -corrective action -ingratiation (compensation) 4. Bolstering -talk about good reputation/relationship history

A stated objective should be evaluated by asking-

1. Does it really address the situation? 2. Is it realistic and achievable? 3. Can success be measured in meaningful terms?

3 key types of research problems

1. Exploratory 2. Descriptive 3. Casual

4 Major Advantages of Telephone Surveys

1. Feedback is immediate 2. Telephone is more personal form of communication 3. Less intrusive then interviewers going door to door 4. Response rate- if the survey is short and handled correctly- can reach 60%

Key Publics

1. Groups or subgroups with which you need to communicate (talk and listen) -Who needs to know or understand? -Who needs to be involved? -Whose advice or support do you need? -Who will be affected? Who has something to gain or lose?

good objectives have 5 qualities

• Specify a desired outcome • Directly specify one or several target audiences • Be measureable, both conceptually and practically • Refer to "ends," not "means" • Include a time frame in which the objective is to be achieved--for example, by July 1.

feedback

• Stakeholder's unsolicited response to an organization's actions.

How will i gather information?

• There are two types of information gathering: formal and informal research. • There are 5 research methods that practitioners use to gather information: secondary, feedback, communication audit, focus groups, and survey research.

communication audit

• These are evaluative procedures to determine whether or not an organization's communications are consistent and true to their value-driven mission and goals.

survey research

• This is more expensive and time consuming but a formal method that gathers accurate public opinion.

contingency

• Used for "what if" scenarios • If an issue has the potential to become overwhelming and powerful • Crisis communication plans are a best-known example of this plan

Legal Vs. Ethical

• What is legal, isn't always ethical • What is ethical, isn't always legal

What do I want to know?

• What we need to know falls into 4 categories: Client, stakeholder, problem-opportunity, and evaluation research • Mythbusters penny drop experiment involved operationalization; creativity is important at every step of the PR process.

Writing Process Steps

• Writing • Revision • Macroediting- big picture questions • Microediting- sentence-by-sentence double-check of accuracy, spelling, grammar, and style • Approval • Distribution • Evaluation

Program planning: CALENDER

When will campaign run? What sequence? When are key messages expected to be most meaningful to target audiences? Seasonal timing, holiday timing (i.e. charitable donations during holiday season), days-of-the-week timing, hours-of-the-day timing Influenced by: size of the budget, consumer-use cycles, competitors' advertising/tactics, share of voice (if you can reach audience vs. competitors)

Source

Where a communication originates.

Contingency theory of accommodation

Where one builds trusts and maintains important relationships

Sleeper effect

While we may initially discount new information as being biased because of the source, over time, we forget the source and retain the information

Timetable and Task List

Who Does What When?

Program planning: AUDIENCE

Who will your campaign target and why? PR rarely targets mass audiences; research is done to pinpoint specific publics and where they are located; targeting decision-making is based on trends in demographics (i.e. "fasting growing groups")

surfaced

With engaged audiences, avoid __ information. Be specific and detailed.

Consumer relations

Work closely with the marketing initiatives to establish or reinforce the consumer's relationship with a product, brand, or company.

Executive Summary Rules

Write last, two pages, important/concise info, clients will read only this

7 Skills you need in PR

Writing, research, planning, problem solving, counseling skills, business&econ., common sense

83

__% of learning is accomplished through sight.

90

__% of organizational crises are caused by internal operational problems.

50

__% of what they retain consists of what they see and hear.

libel

___ is written defamation

Freedom of Information Act of 1966 (FOIA)

_____ carries a presumption of disclosure; the burden is on the govt (not the public) to substantiate why information may not released

licensing

_____ ensures practitioners are qualified and mandates ethical behavior

adapting

_____ to our environment is more realistic than thinking we can control it

attitudes

a behavioral inclination

convergence of media

a blending of media made possible by digitization. As different media adopt digital technology in their production and distribution processes, the differences among them become less apparent, and various media begin to incorporate one another's characteristics

convergence of media

a blending of media made possible by digitization. as different media adopt digital technology in their production and distribution processes, the differences among them become less apparent

public relations agency

a company that provides public relations services for other organizations on a per-job basis, by contract, or on retainer.

mission statement

a concise written account of why an organization exists; an explanation of the purpose of an organization's many actions

Scenario Construction

a forecasting tool that explores likely consequences of alternative courses of action in a hypothetical, logical future situation

Misappropriation of personality

a form of trademark infringement that can result from the unauthorized use of well-known entertainers, professional athletes, and other public figures in an organization's publicity and advertising materials

active public

a group whose members understand that they are united by a common interest, value, or values in a particular situation and are actively working to promote their interest or values

opinions

a judgement expressed about a particular situation; are often influenced by our attitudes

suprasystems

a large set of interacting units

Source credibility

a message is more believe ale to an intended audience if the source had credibility- based on three factors: expertise, sincerity, charisma

progressive era

a period in which a series of political and social reforms, primarily in the US, occurred in reaction to the growth of business and industry during the Industrial Revolution

Management by Objectives(MBO)

a process specifying that supervisors and employees will jointly set goals for employees; usually followed by a joint evaluation of the employee's progress after a set period of time.

stakeholder

a public that has a relationship with your organization; it has an issue potentially involving your organization

stakeholder

a public that has an interest in an organization or in an issue potentially involving that organization

communication

a reciprocal process of exchanging signals to inform, persuade, or instruct

distinguishable

a recognized organization or formal group

four-minute men

a speakers' bureau utilized by the committee for Public Information during WWI; members would make short presentations in support of the US war during intermissions between reels at movie theatres

pseudoevent

a special event , often of questionable news value, created for the purpose of attracting the attention of the news media.

veil of ignorance

a strategy that asks decision makers to examine a situation objectively from all points of view, especially from those of the affected publics.

account executive

a supervisory individual at a public relations agency who assists the account supervisor in the management of a client's account

census

a survey of every member of a population

propaganda

a systematic effort to disseminate information, some of which may be inaccurate or incomplete, in an attempt to influence public opinion

Brainstorming

a technique of group discussion used to generate large numbers of creative alternatives or ideas

seedbed years

a term coined by public relations historial Scott Cutlip that refers to the period in which the modern practices of PR emerged

Video News Release(VNR)

a video package sent as a news story for use on tv news broadcasts

Trademark

a word, symbol, or slogan, used singly or in combination, that identifies a product's origin

b2b

abbreviation for business-to-business

reachable

able to interact and communicate with organizations

what is the current status of evaluation and measurement in public relations?

about 5% of budget now- projected to be about 10% in the next decade

legislators

absolute privilege is most often expressed for _____

ways to use research

achieve credibility with management, define segment/publics, formulate strategy, prevent crises, monitor competition, generate publicity, measure success, test messages.

Pull concept

active searches, internet users actively "pull" information from various link most relevant to them

Preparation Evaluation

adequate background info appropriate message quality of message

active audiences

already engaged in your message, so different, more detailed-based tactics likely to work best.

Persuasion

an activity or process in which a communicator attempts to induce a change in the belief, attitude, or behavior of another person or group of persons through the transmission of a message in a context in which the persuadee has some degree of free choice

office of war information

an agency created by Franklin Roosevelt to disseminate government information during WWII; training ground for future public relations practitioners; evolved after the war into the US information agency

weighted media cost (WMC)

an alternative to AVE that employs a comparative index created over time

SWOT analysis

an assessment of the strengths, weaknesses , opportunities, and threats that an organization has or could confront

opinion

an expressed behavior inclination

independent public relations consultant

an individual practitioner who is, in essence, a one-person public relations agency providing services for others on a per-job basis, contract, or retainer.

crisis management team (CMT)

an internal task force established to manage an organizations response to a crisis while allowing other operations to continue

Mission Statement

an oral or written statement that defines the overall direction for an organization.

corporate social responsibility (CSR)

an organizational philosophy that emphasizes an organization's obligation to be a good corporate citizen through programs that improve society

spim

an unwelcome commercial use of instant messaging

univariate analysis

analysis of research data that examines just one variable

multivariate analysis

analysis of research data that examines three or more variables

bivariate analysis

analysis of research data that examines two variables

analytics

analysis that results in the discovery of meaningful patterns in data

content analysis (formal research)

analyze an existing source (often media) with the use of a rigid coding system to categorize variables

Tort

any civil wrong other than a breach of contract

intervening public

any group that helps send a public relations message to another group; the news media are often considered to be this

primary public

any group that is united by a common interest, value or values in a particular situation and that can directly affect an organization's pursuit of its goals

decision makers

any persons or group of people who make decisions for publics

Gitlow V New York

arguing New York had no jurisdiction to create such a law Supreme Court ruled the state did have jurisdiction because 14th Amendment (Due Process)

Factors in persuasion communication (10)

audience analysis, appeals to self-interest, audience participation, suggestions for action, source credibility, clarity of message, content and structure of messages, channels, timing and context, and reinforcement

descriptive research

audience research, research of market shares. (demographic data)

webcasts

audiovisual telecasts, usually live, delivered through a website

ivy ledbetter lee

author of the "declaration of principles" in 1906; became first practitioner to articulate a vision of open, honest and ethical communication, but didn't live by those standards

External Practitioner (Private Business) Disadvantages

availability; lack knowledge of company; staff paranoia; resistance to advice

hierarchy of objectives

awareness, acceptance, and action

five stage adoption process

awareness, interest, evaluation, trial, and adoption

Seven principles

1. Importance of goal setting and measurement 2. Measuring the effect on outcomes is preferred to measuring outputs 3. The effect on business results can and should be measured where possible 4. Media measurement requires quantity and quality 5. Advertising value equivalent do not measure the value of public relations 6. Social media can and should be measured 7. Transparency and replicability are paramount to sound measurement

3 Major Advantages of Web and Email Surveys

1. Large samples are generated in a short amount of time 2. They are more economical than even mailed questionnaires or phone interviews 3. Data can be analyzed continually

Goals

1. Limit. No more than three to five. One may be enough. 2. Make PR goals consistent with management goals and mission. 3. Think in terms of end results, not process.

Communication Theories

1. Magic Bullet Theory 2. 2-Step Flow Theory 3. Diffusion of Innovation Theory 4. Media Uses & Gratifications Theory 5. Elaboration Likelihood Model (ELM)

Three traditional situations that often prompt a public relations program-

1. Organization must conduct a remedial program to overcome a problem or negative situation 2. Organization needs to conduct a specific, one-time project to launch a new product or service 3. Organization wants to reinforce an ongoing effort to preserve its reputation and public support

4 Tactics by Media Category

1. Paid- purchase ads to reach to millions 2. Earned- pitch news stories to traditional media 3. Shared- participate in social media 4. Owned- mount content on your own websites

Meaningful Content Analysis should include:

1. Percentage of favorable, neutral, and negative mentions about the company or its product or service 2. Overall tone of the article or broadcast mention 3. Percentage of articles that contain key message points that the organization wants to communicate

5 Widely Used Methods for Evaluating PR Efforts-

1. Production 2. Message Exposure 3. Audience Awareness 4. Audience Attitudes 5. Audience Action

Quantitative Polls are based on two factors:

1. Randomness to ensure that the subject pool is not biased 2. A large number of respondents to ensure that results can be generalized to the entire population being studied.

Newsletter Readership Evaluation

1. Reader Perceptions 2. Degree to which stories are balanced 3. Kinds of stories that have high reader interest 4. Additional topics that should be covered 5. Credibility of the publication 6. Extent to which the newsletter is meeting organizational objectives.

Four essential steps of Public Relations

1. Research 2. Planning 3. Communication 4. Measurement

Four essential steps of effective public relations

1. Research 2. Planning 3. Communication 4. Measurement

3 Major Disadvantages of Web and Email Surveys

1. Respondents are often self-selected 2. No control over the size or sample or selection of respondents 3. Probability sampling is not achievable when a survey is simply made available on a website to all visitors

Important terms in PR research about Social Media-

1. Share of Voice- visibility 2. Buzz- Content analysis 3. Sentiment- postitive- negative valence of conversation 4. Mindshare- trends in news and comment 5. Meme- evolving ideas

8 elements of a program plan

1. Situation 2. Objectives 3. Audience 3. Strategy 5. Tactics 6. Calendar/timetable 7. Budget 8. Evaluation/measurement

Public Relations plans include 8 basic elements-

1. Situation 2. Objectives 3. Audience 4. Strategy 5. Tactics 6. Calendar/Timetable 7. Budget 8. Evaluation

A divided budget in two categories-

1. Staff time 2. Out-of-pocket expenses

Reasons people use Mass Media:

1. Survelliance of the environment to find out what is happening, locally or even globally, that has an impact on them 2. Entertainment and diversion 3. Reinforcement of their opinions and predispositions 4. Decision making about buying a product or service

3 types of longitudinal research

1. Trend studies - overtime; i.e. regular newspaper readership percentage from 1950-2000 2. Panel studies - single responses over time; newspaper subscription rate for SINGLE respondents 3. Cohort studies - specific groups; i.e. newspaper subscription rates among different age cohorts

6 questions of ethical audit

1. What is our organizations ethical code? 2. How do we communicate that code to ourselves and others? 3. What do key publics, employees know about our ethical code? 4. What successes in ethics have we recently had, and why? 5. What setbacks in ethics have we recently had, and why? 6. What can we do to bolster strengths and reduce weakness?

PR professionals are measuring PR in terms of-

1. What sales or revenues are generated 2. How much they have saved the company in terms of avoiding a crisis or litigation.

informing, persuading, and instructing process

1. attracting attention (informing) 2. achieving acceptance (informing) 3. having it interpreted as intended 4. getting it stored for later use 5. accepting change/yielding (persuading) 6. stimulating active learning and practice (instructing)

how to have an open system:

1. constantly scan the environment to anticipate change 2. conduct research to monitor public, environmental forces, ourselves 3. must have authority to initiate corrective actions 4. take proactive correction

to influence public opinion we must

1. convince people of something 2. help them see the opinion is shared 3. motivate them to be vocal

Descriptions of a target audience must include what?

1. demographic information 2. psychographic information

5 characteristics of opinion

1. direction 2. intensity 3. stability 4. informational support 5. social support

PR falls short of professional status because...

1. its impossible to enter the field without a PR degree 2. no process for holding practitioners accountable

process that public opinion leads to...

1. media attention 2. political notice 3. laws 4. rules

closed system thinking

1. purpose of PR is to change the environment 2. persuasive communication can do it 3. messages in the media can cause environment change 4. do this and we don't need to change to solve PR problems

5 criteria of a profession

1. requires a specialized educational program 2. theory-based knowledge developed through research 3. codes of ethics established through research 4. acceptance of personal responsibility 5. recognition by community for a unique and essential service

how to conduct a focus group

1.) Develop a list of general questions 2.) Select a moderator with skilled interviewing technique 3.) Recruit 8-12 people 4.) Record the session 5.) Observe the session 6.) Limit discussion to 60-90 min 7.) Discuss opinions, problems, and needs 8.) Transcribe the session 9.) Write written report on session 10.) Remember this is informal research

audience acts on the message: 5 stage adoption process

awareness: via advertising or other properly placed media, interest: ideally leads to an interest in publics to learn more about a product, service, or organization. evaluation: consumer evaluates the idea or product in terms of needs and wants met. trial: consumer samples the product or idea. adoption: idea or product is integrated into individuals life.

Advertising Value Equivalency

Calculate the value of a news story or broadcast mention by comparing it to what the space or time would cost in advertising. Multiplying the total 3 to 6 times to reflect the common belief that a news story has greater credibility than an advertisement. Unethical and dishonest.

Cost-Per-Thousand

Calculated by taking the cost of the publicity program and dividing it by the total media impressions.

Planning

Central function of management- Process of setting goals and objectives and determining ways to meet them.

Persuasion is used to...

Change or neutralize hostile opinions, crystallize latent opinions and positive attitudes, conserve favorable opinions

Measurement of Audience Attitudes

Changes in audiences perceptions and attitudes can be evaluated using pre- and post- measurements of attitudes. Number of intervening variables may account for changes in attitude, but statistical analysis of variance can help pinpoint how much change is attributable to public relations efforts.

Informational sample objective

Changing message exposure, comprehension, and/or retention (i.e. to increase awareness of the Grady College Centennial by 50% among Grady alums by October 1, 2015)

cultural relativism

belief that no culture or set of cultural ethics is superior to another

microblogs

brief, regularly updated internet journal entries, often limited by character counts, such as Twitter.

crisis planning team (CPT)

broad-based internal task force that develops an organizations' crisis communications plan

public service announcements (PSA's)

broadcast announcements mad eon behalf of nonprofit organization or social causes. Legal obligation to serve the public interest. Are free (unlike commercials) Print or video media

public relations practitioners

build honorable and ethical relationships between a organization and the public's that are essential to its sucess

plaintiff, prosecution

burden of proof is carried by the ____ in civil trials and the ____ in criminal trials

criminal

burden of proof is much greater in ____ trials

Goal

can be measured, but not specifically. Before objective -> can have many objectives

according to a survey of practitioners 75% of respondents described their research as:

casual and informal

Uses of persuasion

change or neutralize hostil opinions, crystallize latent opinions and positive attitudes, maintain favorable opinion

informational objective

changing message exposure, comprehension, and/or retention.

A PR manager started his speech with a statement that represented the audiences principles and tendencies. Which technique of communication did he follow?

Channeling

personal codes

Chick-fil-a (Sundays closed for church/family)

__ determine the purpose of communication and how it is helpful in achieving a particular objective of an organization.

Client objectives

What we need to know 4 categories

Client, stakeholder, problem-opportunity, and evaluation research

Four types of research

Client, stakeholder, problem-opportunity, evaluation

Marketing

Commodity, goal is for people to buy product, anything you'll do to get a customer to buy a product

Split Messages

Common in direct mail campaigns, two or three different appeals may be prepared by an organization and sent to different audiences. Objective: to learn which is most effective.

Controlled media

Communication channels, such as newsletters, in which the sender of the message controls the message as well at its timing and frequency

attributes

characteristic that describe an object or individual, such as gender, age, weight, height, political and religious affiliations

Uncontrolled media

Communication channels, such as newspaper stories, in which a public relations practitioner cannot control the message, its timing, or its frequency

Media Uses and Gratification Theory of Communication

Communication process is interactive- communicator wants to inform and even persuade; the recipient wants to be entertained, informed, or alerted to opportunities that can fulfill individual needs.

How do you make sure the message is understood?

Communicator & receiver must speak same language; communicator must also understand cultural differences, educational levels, and the role of jargon

Active Audience

Communicators approach audiences that actively seek information. Already interested and engaged.

Pilot Test

Companies test the message and key copy points in selected cities learn how media accepts the message and how the public reacts.

Pavesich vs New England Life

Company ran an add with the picture of the old man next to a young healthy man, claimed that if customers used their product, they'd soon look like the young man. The company won because they couldn't find in the constitution before the 1960s

creating cognitive dissonance

circumstances have changed, developments, and unexpected spokesperson

Measurement of message exposure

Compile clippings/mentions (most widely used metric), media impressions, internet hits, advertising equivalency

Summative Evaluation

Completed after the campaign or program is over- "How did the campaign do?"

media relations

Component of public relations that deals with press and other media

Push technology

Computer software that permits users to customize information received automatically from the Internet

Public relations

Concerned with image either to improve with planned PR or protect in the event of a crisis.

Employee blogs

Concerns of liability or the potential for proprietary info to be released, guidelines for employee blogs

priming

Conditioning the memories of people by framing complex issues in the simplest of terms, done in the belief that people will automatically draw on their memories to make judgments

P.T. Barnum

Considered the father of publicity & press agency.

Which type of qualitative research technique involves the process of systematic and objective categorization of information?

Content Analysis

Message

Content of the communication.

Three scheduling methods

Continuity - relentless activity; best used in the short run Flighting - have periods of full force and periods of quiet; best used if campaign is longer than half a year Pulsing - always activity going on but much of it is undertoned

Extranet

Controlled - axis extensions of an organization's intranets to selected external Publix such as suppliers

Advertising

Controlled method of getting out your message, (pay)

What is the key to effective communication and retention of the message?

Convey the information in a variety of ways, using multiple communication channels.

Two-Way Asymmetrical Communication

Convincing the audience of their point of view through dialogue and engagement.

types of research (what do I want to know?)

client stakeholder problem-opportunity evaluation

On-the-spot coverage of a bona fide news event, including but not limited to, political conventions

Copy this --> On-the-spot coverage of a bona fide news event, including but not limited to, political conventions

The Seedbed Years

Corporations first formalized their communications.

Information requests

Counting the number of requests for information a campaign generates

Measurement of production

Counts how many releases, photos, pitch letters, etc. were made within a specified time frame; emphasize quantity over quality

Earned Media

Coverage that a company gets as a result of other media. ex. Blog posts, viral videos, news coverage, etc.

news release

client-related news story that a public relations practitioner writes and distributes to the news media.

Word-of-Mouth Campaigns

Created by Everett Rogers, real friends can sell a product better than online friends. People will be willing to listen to friends and family they trust to purchase or try a product.

Declaration of Principles

Created by Lee, an ethical foundation for the practice of PR, focusing on prompt and accurate information.

Ivy Ledbetter Lee

Created the Declaration of Principles. Earned the nickname "Poison Ivy" because his actions did not match his words.

Basic Web Analytics

Cyberspace version of media impressions- number of people reached via an organizations web page. Additional information about users is often gathered by asking them to answer some demographic questions before they use the site or as they leave it.

validity

Definition: achieved when research measures what it purports to measure

reliability

Definition: achieved when very similar results are obtained when a study is repeated

day-after recall

Definition: asked day after if they remember message from previous day

focus group

Definition: informal research procedure that develops qualitative information rather than hard data.

involvement

Definition: interest or concern for an issue or product

baseline study

Definition: measurement of audience response before, during, and after a campaign

split message

Definition: multiple messages sent out to determine the most effective identifying factor or feature

media impressions

Definition: potential audiences reached by a periodical, broadcast program, or website

communication

Definition: process and means by which objectives are achieved

Virtual public relations

Describes the work of many small public relations consultancies, as a result of advances in communications technology, these consultancies can have the look, feel, and service capabilities of much larger public relations agencies

brainstorming

collaborative and speculative process in which options for possible courses of action are explored

Defamation

collective term for libel and slander offenses; making a false statement about a person (or organization) that creates public hatred, contempt, or ridicule, or inflicts injury on reputation

problem

commonplace occurrence of limited scope. People often confuse problems with crises

controlled media

communication channels such as newsletters, in which the sender of the message controls the message as well as its timing and frequency.

uncontrolled media

communication channels, such as newspaper stories, in which a public relations practitioner cannot control the message, its timing or its frequency

Business-to-business relations

communication tasks focus on building strong relationships with related businesses such as suppliers and distributers

audience understands the message

communicator and receiver must speak the same language. communicator must understand cultural differences, education levels, and what constitutes jargon. check writing for simplicity and clarity.

public relations agencies

companies that contract to provide or supplement public relations services for others. These are often affiliated with advertising agencies to provide integrated marketing communications services for their clients

Project Budget

component of public relations campaign plan that outlines the cost of each activity or tactic in the campaign

categorical imperative

concept created by Kant, the idea that individuals ought to make ethical decisions by imagining what would happen if a given course of actions were to become a universal maxim

Goals

conceptual/directional statement of what you plan to achieve; addresses problems of the organization (e.g. credibility, awareness) ex: goal to improve employee morale

cause branding and cause marketing

concerted effort on the part of an organization to address a social need through special events and perhaps, other marketing tactics

cause branding/ cause marketing

concerted effort on the part of an organization to address a social need through special events, and other marketing tactics

formative research

conducted before and during

Strategic conflict management

conflict is inherent in the PR process, PR professionals must develop communication strategies to manage conflict

Media/press kits and components

contain news releases, news feature, fact sheet, background info, graphics, executive bios, and basic contact info

Contingency theory

contingency factors- a matrix of factors drive stance PAGE 169

extranets

controlled-access extensions of organizations intranets to select external publics such as suppliers

intranet

controlled-access internal computer network available only to the employees of an organization

the news release

created by Ivy Lee in 1906 for the 1906 Atlantic Train Wreck and the primary purpose is the dissemination of information to mass media such as broadcast stations, newspaper, and magazines

committee for public information

created by president Woodrow Wilson to rally public opinion in support of US efforts during WWI; referred to as the Creel Committee

word-of-mouth marketing

creation of strategies and tactics designed to stimulate public discussion of a brand product, event or issue.

Mythbusters penny drop experiement

creativity is important at every step of the PR process.

seven Cs of communication

credibility, context, content, clarity, continuity, consistency, channels, and capability of the audience

Compensatory Libel Damages

damages to compensate you for undue mental anguish the remark cost you

Actual Libel Damages

damages you pay when remark causes someone to lose money

Secondary Analysis

data collected for one reason at one time and is analyzed for a different reason at a different time Pros: cheap, save time Cons: data may be wrong/may have changed , did they ask the right questions and correctly at the time?

psychographic information

data on attitudinal characteristics of a person or group, such as political philosophy and religious beliefs

demographic information

data on non-attitudinal characteristics of a person or group, such as race, gender, age and income

Libel

defamatory and untrue; written or prepared text Collect Damages By: -

john dewey

defined a public as an active social unit consisting of all those affected who recognize a problem for which they can seek common solutions.

Webcasting

defined as any event, live or archived, which involved transmission of information from person/organization to an audience on the web (more than 90% of public companies use webcasts)

mobile marketing

delivery of marketing messages tailored for portable wireless devices such as phones or tablets

Coombs typology

deny category (attack accuser, denial); diminish category (excuse, justification), rebuild category (ingratiation/compensation, full apology)

executive summary

description , usually one page in length, covering the essentials of a public relations proposal

qualitative research

descriptions of cultural situations by interviews, focus groups, participant observation, and collection of oral and textual materials.

Accredited Business Communicator (ABC)

designation given to accredited members of the International Association of Business Communicators

Accredited in Public Relations (APR)

designation given to accredited members of the Public Relations Society of America

Evaluative Research

determine whether a PR program has accomplished its goals and objectives

content as message

different ways we can choose to deliver a message to the audience; this is the most common

dilemmas

difficult quandaries in which important values clash and every potential solution will cause pain

Dilemmas

difficult quandaries in which important values clash and every potential solution will cause pain o It's a problem that lacks a good, painless solution

publishers

digital communications technology has made it possible for people to communicate more effectively and efficiently than ever before. A popular form of internet self-publishing is a blog, a regularly updated online diary or news forum that focuses on a particular area of interest

Podcasts

digital media file or series over internet for playback on portable media players (cost effective, 24/7 access, portability)

convergence of media

digital technology allows journalist to move words, sounds, and images back and forth among radio, TV, newspapers, magazines, and websites

publics:

distinguish, homogenius, important, large enough to matter, and reachable

noise

distractions that envelop communication and often inhibit it. Can be both physical and intangible. It is sometimes referred to as static.

closed system

dont adapt to external changes (static)

Podcasts

downloadable audio essays or programs

podcasts

downloadable audio essays or programs.

Quota Sample

draw random sample that matches characteristic of target audience

Three foundations of reputation

economic performance, social responsiveness, ability to deliver valuable outcomes to stakeholders

coalition building

efforts to promote consensus among influential publics on important issues through tactics such as face-to-face meetings

Section 135 of the Communications Act of 1996

equal opportunity clause: 1)appearance of a legally qualified candidate (meets qualifications, eliglable to be voted for) 2)No power of censorship 3)lowest unit charge for amount and class of time

federalist papers

essays written to NY newspapers by John Hamilton, James Madison, and John Jay under the nom de plume "Publius," in support of ratification of the US constitution

evaluation/ measurement ( element of a program plan )

evaluate if you met objectives. rely on metrics to determine this (sales data, follow up calls for information, attitudinal surveys)

crisis

event that if allowed to escalate can disrupt an organization's normal operations, jeopardize its reputations, and damage its bottom line

achieve credibility, define audiences, segment publics, formulate strategy, test messages, help management keep in touch, prevent crises, monitor competition, sway public opinion, generate publicity, measure success

examples of how research can be used

Apps

expanded the capabilities of smartphones to tap into information that consumers can use in their daily life

warning stage

first stage in a crisis. If warning signs are recognized and appropriate actions is taken quickly, the negative effects of a crisis can be averted or minimized.

risk assessment

first step in effective crisis communications . Identify potential hazards their organization may face

Blogs

first widespread application of social media, have become mainstream websites in terms of both their numbers and influence

acceptance (affective)

focus on feelings about information, interest, and attitude

awareness (cognitive)

focus on information, attention, and comprehension

three steps of a news release

follow standardized format, provide information that will interest the audience, and your material must be timely

survey research

formal research conducted through the use of carefully selected population samples and specifically worded questions

Slander

generally spoken defamation; spoken aloud -collect damages for: - prove verbal remark caused lost of certain amount of money - if impunes the chastity of a female

2 main aspects of strategic thinking:

goal planning and strategic planning

Parts of planning

goal, objective, strategies, tactics, audience, calendar, budget

the written plan

goals objectives strategies tactics

internal publics

groups that are united by a common interest, value or values in a particular situation and that are part of a public relations practitioner's organization

international publics

groups that are united by a common interest, value or values in a particular situation and that exist primarily beyond the boundaries of an organization's home country

traditional publics

groups that are united by a common interest, value or values in a particular situation and with which an organization has an ongoing, long-term relationship

nontraditional publics

groups that are united by a common interest, value or values in a particular situation but that are unfamiliar to an organization , but with which the organization now has a relationship

domestic publics

groups that are united by a common interest, value, or values in a particular situation and that exist primarily within an organization's home country

Paid Retainer

guarantee for a fee that you'll be available for a certain amount of time for a client

strategies:

guidelines, rationale, key message themes, and how

crisis probability factor (CPF)

horizontal axis on Fink's crisis plotting grid. It is an estimate of the probability that a given crisis will occur.

advertising value equivalency (AVE)

how much would the same coverage cost via advertising?

pertinence

how valuable something is in comparison to other things

classifying systems

how willing are they to be changed by and interact with their environment?

high agreement

if they both think their relationship is great, they have ___ ____

Budget (element of a program plan)

impacts every aspect of the campaign. staff time is 70% of budget, out of pocket expenses. be prepared for your budget to always change.

content communities

in social media, websites that seek particular kinds of input, such as videos or news stories, from individuals and organizations.

monitoring

in the context of issues management, the sustained scrutiny and evaluation of an issue that could affect an organization

defining target publics

includes the following approaches that start from cross situational to situation based: 1) geographics 2) demographics 3) psychographics 4) covert power 5) position 6) reputation 7) membership 8) role in decision process 9) communication behavior

communication model

includes: sender-message-receiver

values-drive PR

incorporates a dynamic version of the 4-phase process of research, planning, communication and evaluation into the framework defined by an organization's core values

N-step theory

individuals seldom influence by only one opinion leader but actually interact with different leaders around an issue

opinion leaders

individuals to who members of a public turn to for advice

hackers

individuals who seek unauthorized access to websites and computer networks

focus groups

informal research method in which interviewers meet with groups of selected individuals to determine their opinions, predispositions, concerns, and attitudes

social networks

informal structures through which individuals and /or organizations maintain relationships. link small, personal websites , or profiles, within a larger website.

Two-step flow theory of communication

information disseminated to media to opinion leaders who interest with public (person-to-person communication)

Mass media

information from a source can be efficiently and rapidly disseminated to masses of people

primary research

information gathered from researchers through person to person interaction. gathered by meetings, one on one interviews, focus groups, surveys, etc.

secondary research

information gathered through available literature, publications, broadcast media, and other non human resources. easier to gather than primary.

Push concept

information is delivered to the consumer without active participation (TV, radio, newspapers, magazines)

validity

instrument accurately measures what it was designed to measure

reliability

instrument consistently produces same results

Hypermedia

integrated multimedia incorporates digital, audio, visual and text information

hypermedia

integrated multimedia incorporating audio, visual and text information in a single delivery system

Qualitative research methods

Descriptions of cultural situations obtained from interviewing, focus groups, participant observation, and collection of oral and textual materials; NOT GENERALIZABLE meaning they cannot be statistically applied to the general population; provides insights into how and why people think and behave as they do

Informational Objectives

Designed primarily to expose audiences to information through key message points, increase awareness of an issue, an event or product.

Communication specialist

Designers; Production supervisors; researchers; and online specialists for website design and maintenance

Reason for Evaluation-

Desire to do a better job next time. Evaluation is a look back at performance and a look forward to improvement.

The Sleeper Effect

Developed by Carl Hovland, even if organizations are perceived initially as not being very credible sources, people may retain the information and eventually separate the source from the opinion.

Maslow's Hierarchy of Needs

Developed by psychologist Abraham Maslow, a multitiered list of ranked factors that determine a person's self-interests and motivations. Under Maslow's theory, people must meet their most basic needs before acting on less pressing needs

hypermedia

integrated multimedia incorporating audio, visual, and text information in a single delivery system. Example: CNN.com

Press release

Documents providing information to the media outlets either telling them about favourable news (if planned PR) or giving the business explanation or version of events in a crisis situation.

A public relations program plan identifies what is to be ______.

Done, why, and how to accomplish it.

Avoiding Discriminatory Language-

Double-check every message to eliminate undesirable gender, racial and ethnic connotations

Panel Sample

Draw random sample and ask describe as of today Go back out to Same People with the Same Questions to find out Who is changing

Stigmatizing, Feelings of Injustice, Harassment

Drawbacks of equal opportunity & affirmative action (3).

Henry Ford

Early activist for corporate social responsibility. Used the two-way symmetric model.

Safeguarding Confidences

Earning a client's trust results from appropriate protection of confidential information. You should not leak proprietary information that could adversely affect some other party. If you change jobs, you should not use confidential information from your previous employer to benefit the competitive advantage of your new employer.

Measurement of Production

Elementary form of evaluation- supposed to give management an idea of a staff's productivity and output. Counts the number of news releases, feature stories, photos, guest editorials, and blog postings.

Situation, Objective, Audience, Strategy, Tactics, Calendar, Budget

Elements of program planning (7).

man

Emerson was saying a company should have the same ethics as a... If everyone in the corporation all obey by the same ethical concept then the company will be ethical as a whole.

Two-Way Communication

Establishes dialogue between the sender and receiver. Usually viewed as more complete and effective communication

How can firms inflate number of media impressions?

Estimating the number of people who are not actual subscribers, but who may read the news because its delivered to the office or home.

organizational codes

Ethics codes employees have to sign/read

To find out more about the pros and cons of a product, it is often a good idea to study the behavior of the individuals or groups of people using it. Which type of qualitative research method can be employed to achieve this purpose?

Ethnographic Technique

Program planning: EVALUATION

Evaluate if you met objectives Relying on metrics to determine of objectives have been met (i.e. sales data, follow-up calls, attitudinal surveys)

Evaluation

Evaluation element of a plan relates directly back to the stated objectives of a program. Evaluation criteria should be realistic, credible, and specific. Should restate the objectives and then name the evaluation methods used.

Lindenmann suggests that public relations personnel use a mix of _____

Evaluation techniques, many adapted from advertising and marketing, to provide a more complete evaluation.

focus groups, surveys, observation of behavior

Examples of primary research methods

Most public relations experts usually aim for:

Exposure to the message and accurate dissemination

Evaluation research

Fact - gathering designed to help a practitioner determine whether a public relations plan met its goal(s)and objectives

Evaluation research

Fact gathering designed to help a practitioner determine whether a public relations plan met its goals and objectives

Ivy Lee

Father of the public information model. Stated that: 1. organizations should work for public interest. 2. programs need support of management. 3. open, honest relationship with media. 4. communication accessible by all audiences.

Bernays

Father of the two-way asymmetric model and of modern PR. Brought scientific persuasion to PR.

Communication w/Public

Fifth step of public relations.

Causal research

Find causation; i.e. examining the influence of one variable on another Fallon Worldwide trying to explain why people drive BMWs

RSS

internet coding that permits automatic distribution of frequently updated content such as blogs or news stories (Really Simple Syndication)

qualitative research groups

interviews are expensive so focus groups are more often used. 5-10 people are chosen based on their relevance to the study

sample

is a portion of a public that we select for the purpose of making observations and drawing conclusions about the public as a whole

budget

is divided into two categories: staff time and out-of-pocket (OPP) expenses

Actual Malice

is someone is a public official -knowledge of falsity ->if remark was published when the publisher knew it was a law -reckless disregard for the truth -> did you entertain serious doubts whether or not is a lie/ did they go through the standard procedures to prove the truth

lobbyist

is someone who, acting on behalf of a special-interest group, tries to influence various forms of government regulation.

why are professional ethics codes important?

it is our attempts to enforce ethical behavior in the work field within each different profession; makes sure the profession is engaging in ethical conduct that is to the standards of the morals of our society

Internal Practitioner Advantages

know the org.; loyalty; sole focus; available; control;

What is Freedom of Information Act of 1966 (FOIA)

law ensuring public access to US government records

Writing for simplicity and clarity

Flesch: measure of avg. sentence length and number of one-syllable words Cloze: ease with which reader can read sentence where words are removed Avoid jargon, cliche, hype euphemisms, discriminatory language; want around a 9th grade level

Which type of research can be described as an unofficial process that elaborates qualitative data instead of purely numerical information?

Focus Group

8, 12

Focus groups consist of __ to __ people who represent the characteristics of the target audience (employees, consumers, residents).

Believable & credible involvement

For low involvement groups, cues like source attractiveness can enhance credibility For high involvement groups, will pay more attention to the actual logic of the message

Issues Management

Foreseeing and preparing for any possible problems. (what messages, contact info, who, etc.)

Surveys

Formal research conducted through the use of carefully selected population samples and specifically worded questionnaires.

banner ads, email invites, telephoning, postcard

Four ways to attract respondents to a website.

Programming & Objectives

Fourth step of public relations.

Development

Fundraising

Goals

General statement of the outcome you hope your plan will achieve

Goals defined

General, mission-oriented, NOT measurable; i.e. to educate Athens about the U.S. census or to get support in Athens

Research

Gets the process started. Provides information required to understand the needs of publics and to develop powerful messages

The Office of War Information (OWI)

Goal to coordinate and control the flow of information from the battlefield to the home front to engage in experiences in psychological warfare against the enemy. Became a training ground for new practitioners.

What four components are in a plan?

Goals, objectives, strategies, tactics

force field analysis

Graphic depictions of the positive forces that promote change and the negative ones that inhibit it

Competition

Healthy and fair ______ among professionals should take place within an ethical framework. An employee of an organization should not share information with a public relations firm that is in competition with other firms for the organization's business. You should not disparage your competition or spread malicious rumors about them to recruit business or hire away their employees.

Opinion leaders: sociologists work

Highly interested in a given subject or issue, better informed than most, avid consumers of media, early adopters of new ideas, good organizers who can galvanize action

Strategy

How and why campaign components will achieve objectives. Provides guidelines and key message themes for the overall program, offers a rationale for the actions and program components that are planned.

Membership increase and active network size

How many followers do you have and are they active?

Media Impressions

How many people have been exposed to the message. The potential audience reached by a periodical broadcast program, or a website.

Descriptive research

How much/how many; describes and doesn't prove; i.e. audience research, research of market shares, etc. Nielsen web ratings shows an increase in percentage growth throughout the year

Brand mentions

How often is your brand being mentioned across social media?

Bounce rate

How quickly people "bounce" away from your webpage after being directed there

Planning methodology

How to combine different methods in order to answer a specific research/client question

Strategies

How to reach objective, broad, what we will do to reach objective

Behavior change

I.e. make donation, purchase service, etc.

Bona Fide News Documentary Appearance Exclusion

IF appearance is incidental to the material being covered ->not about them, just happen to be in the footage

grunigs situational theory of publics

Identifies 3 factors that move latent publics to become active publics. 1) problem recognition 2) constraint recognition 3) level of involvement

Focus Groups

Identify attitudes and motivations of important publics. Formulate or pretest message themes and communication strategies before launching a full campaign. Develops qualitative information rather than hard data.

According to David Hilton-Barber, one of the most important reasons for a communication audit are to-

Identify strengths and weaknesses

Three types of objectives

Impact, output, and input

Business-to-business Relations

In a corporation. (B2B) Building strong relationships with related businesses, writing for newsletters and websites, plan special events.

Consumer Relations

In a corporation. (Marketing communications.) Product publicity, news releases, and email pitches, direct-mail campaigns, special promotional events, enlisting/training spokespeople, blogs, efforts with advertising.

Government Relations

In a corporation. (Public affairs.) Brochures, reports, videos for lobbies, and political action committees.

Investor Relations

In a corporation. Correspondence with stockholders, annual financial report.

Community Relations

In a corporation. Maintaining contact with special-interest groups, social networking sites, and special events.

Media Relations

In a corporation. News releases and email pitches, news conferences, speechwriting, prepping scripts for video news releases, prepping executives for interviews.

Employee Relations

In a corporation. Newsletters and magazines, internal video programs, website, special events.

persuasion

In a public relations context, an attempt to influence a person's actions through an appeal to his or her self-interest

manipulation

In a public relations context, an attempt to influence a person's actions without regard to his or her self-interests

Situation analysis

In a written public relations proposal, a statement that accurately and objectively describes an opportunity or threat for which public relations are recommended

Tactics

In contrast to strategies, are the nuts-and-bolts part of the plan. Describe specific activities that put each strategy into operation and help achieve the stated objectives.

Budget

Include staff time, volunteer energy, and out-of-pocket costs

Late Majority

Individuals who are often skeptical and somewhat resistant but eventually bow to peer pressure

Innovators

Individuals who are venturesome and eager to try new ideas

Laggards

Individuals who are very traditional and the last group to adopt a new idea or product.

Early Majority

Individuals who take a deliberate, pragmatic approach to adopting ideas

What are the types of research?

Industry vs. Academic Qualitative vs. Quantitative Primary vs. Secondary

Primary research

Information gathered by the researchers through person-to-person interaction; can be gathered through meetings, one-on-one interviews, focus groups, surveys, etc.

Secondary research

Information gathered through available literature, publications, broadcast media, and other non-human sources; generally easier to gather than primary; i.e. Nielson data, Pew data, etc.

What needs to happen in order for any Public Relations program to start?

Information must be gathered and data must be collected and interpreted.

Favourable publicity

Information or events reflecting well on the business and likely to enhance image.

Objectives are either-

Informational or motivational

Euphemisms

Inoffensive word or phrase that is less direct and less distasteful than the one that represents reality. Such language breeds suspicion, cynicism, distrust, and ultimately hostility.

Internal Publics

Inside your organization.

Message exposure

Intended audience exposed to message in intended form

Objectives for a communicator- Message Exposure

Intended audiences are exposed to the message in various forms.

Boundary spanning

Interacting with individuals and groups outside the organization to obtain valuable information from the environment.

If information is needed on public opinions and attitudes, many firms will conduct ____ in a shopping mall or meeting.

Intercept Interview- because people are literally intercepted in public places and asked their opinion.

Publics (characteristics of)

Internal (employees) General (communities) Local Community (residents) Citizen action (pressure groups) Media Government

Motivational Objectives

Internal and external factors that stimulate desire and energy in people to be continually interested and committed to a job, role or subject, or to make an effort to attain a goal.

Hypermedia

Intra-graded multiplayer media incorporating audio, visual, and text information in a single delivery system

Prejudice

Irrational attitudes and opinions held by one party against another.

Strategies

Is a general description of the kind and tone of action (tactics) you'll implement to fulfill an objective

Goals

Is a generalized statement of the outcome you hope your plan achieves

5 things to ask yourself about the proposed message:

Is it- 1. Appropriate 2. Meaningful 3. Memorable 4. Understandable 5. Believable

Intersubjectivity

It must be possible for other researchers to replicate the study and come to the same results

declaration of principles

Ivy Ledbetter Lee's 1906 articulation of an ethical foundation for the yet-to-be-named profession of public relations; committed his publicity agency to a standard of openness, truth and accuracy

appropriate, meaningful, memorable, understandable, believable

Jackson believed the communicator should ask whether the message is: (list of 5)

Transformational Leaders

Leaders who motivate through example and vision.

Democratic

Leaders who use a teamwork approach. More time consuming but high worker satisfaction.

Levels of Measurement for Evaluation

Level 1: measurement of production; measurement of message exposure Level 2: measurement of audience awareness Level 3: measurement of audience attitudes; measurement of audience behaviors

Secondary Research examples

Literature review, content analysis, archival research, history of the client, census

1, 2

Mailing questionnaires receive a __ to __% response.

Agency Planning Model- Key Message

Main Point- What one key message must be conveyed to change or reinforce mindsets

investor relations

Maintaining relationships with shareholders and others in the financial community

Judgmental Sample

Make a judgment about group being surveyed

Keys to persuasion

Making appeals to self-interest, ensure the clarity of your message, work in audience participation, carefully determine the content and structure of your message

Tornillo vs Miami Herald

Man running for Florida House of Reps. If a newspaper endorses a candidate needs to give space for opponent to rebut. Man sued b/c Miami Herald hadn't abided by the FL law and given him space in the paper to rebut. Appealed to the Supreme Court of Florida, they said it was constitutional. Appealed to the Supreme Court of the United States, declared the Florida Statute unconstitutional, Man lost.

Hill vs Time Magazine

Man's family experienced a robbing in their home. Someone wrote a novel with the man's experience in mind, but made it more hyperbolic. Years later, after the man and his family had moved, this company decided to write a 'where are they now?' article and included the man and his family, based on the hyperbolic book. Said they were what they weren't, sued, won.

The approach to planning that focuses on formulating certain tactics to achieve specific organizational goals is called-

Management by Objectives

Compulsory Advisory

Managers must be aware of PR recommendations before taking action.

Measurement defined

Manner by which we collect PR-related data, also the evaluation of results against agreed-upon objectives established during planning which improves the PR process

How might we target communications?

Marital status, education level, income level, location, media use habits, political beliefs, religious beliefs, age, gender, ethnicity, etc.

Diffusion Theory

Mass media is not as much to motivate people as it is to inform them. People have the power to influence members of their own peer groups.

Magic Bullet Theory

Mass media wield great power over their audiences. People are weak-willed and can be influenced to do anything.

Informational objectives

May need to focus on "message dissemination" or "audience exposure"

Passive audiences

May only pay attention because they seek diversion; may require stylish and creative messages to garner their attention

Motivation objectives

May require public opinion surveys to determine how audience attitudes shifted

Research is used to...

Measure success, achieve credibility with management, define/segment publics, formulate strategy, test messages, prevent crises, monitor competition, and generate publicity

___ is one of the most widely used methods for evaluating public relations efforts

Measurement of audience attitudes

The Purpose of Evaluation

Measurement of results against established objectives set during the planning process. Involves the systematic assessment of a program, particularly focusing on communication results.

Informational Objective

Measurement techniques must show how successfully information was communicated to target audiences.

benchmarking

Measurements of brand awareness.

doller-value

Measures how much was spent to achieve publicity

motivational

Measures: behavior, easier to determine

informational

Measures: how much they know about certain things

Level Three: Advanced

Measuring behavior change, attitude change, opinion change.

Level Two: Intermediate

Measuring retention, comprehension, awareness, reception. Requires more sophisticated techniques, deals with the measurement of audience awareness.

Level One: Basic

Measuring target audiences, impressions, media placements. Compilations of message distribution and media placement.

Objectives for a communicator- Change in overt Behavior

Members of the audience actually change their current behavior or purchase the product and use it.

Survey Research

Members of the target audience must be asked about the message and what they remember about it.

Where are the key points of a message likely put?

Mentioned at the beginning

Communication

Message strategy- making a message more appealing and persuasive to the public.

Entropy

Messages continually lose information as media channels and people process the information and pass it on to others.

Public Relations professionals should use a __ of techniques to provide a more complete evaluation.

Mix

Attitudinal/motivational sample objective

Modify the way an audience feels (i.e. to promote favorable attitudes toward the new retirement policy among 80% of current employees by January 15, 2016)

Motivational objectives

More difficult, if the objective is to increase sales or market share, it is important to show that PR efforts, rather than advertising or other marketing strategies, caused the increase.

3, 5

Most PR departments spend about __ to __% of their budget on research.

Personal Interviews

Most expensive form of research because it requires trained staff and travel. Much more intensive and representative than the mall-intercept interviews.

Events

Motivate participants and reinforce existing attitudes; two-way communication; moderate engagement; low reach; moderate costs; i.e. meetings, conferences, contests, etc.

8 categories of works that can be copyrighted are...

literary works (includes databases, computer programs, musical works, dramatic works, pantomimes and choreographic works, pictorial graphic, and sculptural works, motion pictures and other audiovisual works, sound recordings, and architectural works created after 1990

basic elements of a media/press unit

main news release, news feature about the development of the product of something similar, fact sheets on the product, organization, or event, background information, photos and drawings with captions, biographical materials on __, and some basic brochures

Awareness

make publics aware

Behavior

make publics do something

Attitude

make publics think positively or negatively

strategic planning

making decisions about program goals and objectives, identifying key publics, and determine strategies and tactics.

spamming

mass distribution of an advertising oriented email message

Passive audiences

may only pay attention because they seek a diversion. may require stylish and creative messages to garner their attention

information processing - passive

may or may not pay attention to messages because they arent seeking them

Objectives

measurable statement of WHAT you plan to achieve in your goals -what you want to achieve specifically (e.g. objective to increase the number of employee ____ by 5%)

readability formula: flesch

measure of avg. sentence length and # of one syllable words.

Measurement for Evaluation: Level 3

measurement of audience attitudes: -pre & post measurements -baseline survey/audience survey measurement of audience behaviors:

Measurement for Evaluation: Level 2

measurement of audience awareness: -surveys, both before & after -day-after recall

Measurement for Evaluation: Level 1

measurement of production: -count technical tools produced in the period -focus on quantity rather than quality measurement of message exposure -compilation of press clippings -media impression -ROI- cost effectiveness -CPM (cost per thousand impressions CPM= cost of program/total media impression -Web analytics- hits on the internet -Advertising Value Equivalency (AVE): calculate the value of news story/broadcast mention by comparing ad space cost -systematic tracking: can be used as baseline

Summative Evaluation

measurement to determine the success or failure in reaching a program or campaign objectives that is done at completion of program

outputs

measures of activity associated with implementation of a particular tactic or program

Qualitative Research

Non-numerical research to seek insights. Affords the researcher rich insights and understanding of a situation or a target public, but seldom uses numerical data. "Soft Data" Usually uses open-ended questions, unstructured. Valid but not reliable, rarely projectable to large audiences. Examples- Focus groups, observation participation

Quantitative research methods

Numerical tabulations and statistical comparisons made possible by systematic surveys/pools, experiments, observations, or analysis of records; GENERALIZABLE

Why would you hire a PR person

Objectivity, skills, resources, save money, geographic

Planning methods

Observation, sample surveys, experiments, focus groups, content analysis, statistical data, etc.

Academic research

Often called "basic" research; funded through universities or foundations in order to answer broader theoretical questions; conducted by academics; data remain property of the researcher but usually can be used by other researchers

Applied research

Often called "industry" research; funded by corporate or political sponsors to answer a specific, applied question; conducted by academics, research departments of larger firms, market research or consulting companies; data remains property of the client

Copy Testing

Often, organizations fail to communicate effectively because they produce and distribute materials that the target audience can't understand. Material is generally written above the educational level of the audience.

Omnibus or Piggyback Surveys

Omnibus- something that serves several purposes. Means that an organization buys one or two questions in a national survey conducted by a national polling firm such as Gallup or Harris.

Advertising & Marketing

One of three team workers with PR. Will often perform similar functions to PR.

Independent Public Relations Consultancies

One-person public relations agency. They are better if they are specialized, and they bear all the responsibility, though they make the most money.

Press Agentry

One-way communication. Advocates a cause to point of exaggeration, may not be honest. P Research not needed. ex. Miley Cyrus's publicity stunts, P.T. Barnum.

Public Information

One-way communication. Distributes information in a journalistic style, aims for accuracy. Fact-finding research, not audience-focused. ex. PR firms in 1900s, Smith & Walmer, Parker & Lee.

A personal message from one person to another, with a response, is known as

One-way linear model

Formative Evaluation

Ongoing evaluation of in-progress programs or campaigns- monitoring. "How are we doing?"

Disclosure of Information

Open communication is essential to informed decision making in a democratic society. You should not conduct grassroots and letter-writing campaigns on behalf of undisclosed interest groups. In addition, you should not deceive the public by employing people to pose as "volunteers" at a public meeting. This also applies to booking "spokespersons" on talk shows without disclosing that an organization or special interest is paying them to appear. Intentionally leaving out essential information or giving a false impression of a company's financial performance is considered "lying by omission." If you discover that inaccurate information has been given out, you have a responsibility to correct it immediately.

Third Party blogs

Organizations must monitor and respond to the postings on other blog sites

Resource Dependency Theory

Organizations need resources to fulfill their values-driven business goals. To acquire those resources, organizations must build productive relationships with the publics that control the resources. This is a two-way symmetrical relationship.

Corporations

Organizations that produce goods or services for a profit. They have the most and greatest variety of jobs.

What is the main problem with source credibility?

Organizations, whenever possible, use respected outside experts or celebrities as representatives to convey their messages.

Primary research

Original research not derived from the results of any earlier researcher's efforts

External Publics

Outside your organization.

PSRA Code of Ethics

PAGE 184 advocacy, honesty, expertise, independence, loyalty, fairness

Search Engine Optimization (SEO)

PAGE 227 the process of selecting keywords for the news release that make the content easily retrievable if a journalist or even a consumer conduct a search

Junket

PAGE 234 a trip during which editors and reporters are invited to inspect a company's manufacturing facilities in several cities, ride an inaugural flight in a new air route, or watch previews of the TV network programs for the upcoming season, etc.

Radio news releases

PAGE 235

Audio news releases

PAGE 236

Public service announcements

PAGE 236 an unpaid announcement that promotes the programs of government or voluntary agencies or that serves the public interest

Video news releases

PAGE 237

Personal appearances

PAGE 240

Mobile-enabled content

PAGE 260

10

PR people are okay with __% margin of error.

boundary spanning

PR practitioners should understand and appreciate all sides of a relationship between their organization and a particular public

Threat appraisal model

PR professionals monitor for threats, asses those threats, arrive at a desirable stance for the organization and begin communications efforts from that stance

consent

PR usually gets ____ for anything that is not obviously news worthy, and especially for disclosing very private facts

Specific ethics challenges

PRSA (Public Relations Society of America) o Professional standards advisory

Situational Theory of Publics (Grunig)

Passive or Active Passive: style/creativity/visuals; slogans, celebrities, etc. Active: more sophisticated; brochures/ in-depth print media articles, etc.

Passive Audience

Pay attention to a message only because it is entertaining and offers diversion. Passive audiences must be lured by photos, illustrations, and catchy slogans into processing information.

Exploratory research

People haven't looked at this problem yet; exploring new; i.e. focus groups to understand voters' reaction to new policies Pretesting brand and product names in different cultures - focus group & survey testing for cognitive associations, different meanings, pronunciation (i.e. Ford Prove translate into Ford Trial in German)

Latent Public Opinion

People having varying degrees of interest in a topic or issue but being unaware of the interests of others.

Public Relations Technicians

Prepare communications, decisions made my others. These are found everywhere. They execute. Found in organizations with stable and predictable environment.

Rules of problem statement

Present tense (no woulds/coulds/shoulds), no blame, specific & measurable, 25 words or less

Garner attention by...

Presenting a "need" early in the message, fitting preexisting values, taking advantage of events in the news

Probabilistic vs. deterministic predictions

Probabilistic - (probable/probability) element of chance is involved; a cause leads to a higher probability of an effect Deterministic - all data is known beforehand; a cause always leads to an effect

The timing of a campaign

Program planning should take into account when key messages are most meaningful to the intended audience.

Public relations campaign - functions of

Promote a positive image Convey information about business Monitor issues that affect sales

Owned Media

Properties that a company owns. ex. A company's website.

Activity ratio

Proportion of active to passive members

Nonprofit Organizations and Trade Associations

Provide a service without expectation of earning a profit. No investor or customer relations, instead, donor and member relations.

Web Analytics

Provides information about the number of visitors to a website and the number of page views. Helps to gauge traffic and popularity trends which is useful for setting measurable objectives and for improving the effectiveness of a website.

Close-ended questions

Provides the acceptable responses Advantages: greater uniformity of answers, provides cues that open-ended items cannot, answers can be processed more easily Disadvantages: we have to ensure that answer categories are exhaustive and mutually exclusive, may force respondents to choose and frustrate them

Independence

Providing objective counsel and being accountable for individual actions. Core value of PRSA

Sub Tort

Publication of private matters violating ordinary decency Ex: publishing the name of a living rape victim

randomness, large number

Quantitative sampling is based on these two factors.

random digit dialing

RDD

Potter Box

Ralph Potter Helps people analyze individual ethical crises 6 step process 1. Definition Box- define situation as objectively as possible 2. Values box- different values involved in situation & compare to the merits of the values 3. Principles box- traditional ethics principles & approaches 4. Loyalties box- identify all the stakeholders 5. Course of action 6. Evaluate impact of your decision

Active Publics

Recognizes the relationship between itself and your organization and is also working to manage that relationship on its own terms.

Industry Relations

Relationship between groups in the same industry

international codes

Relationships with other nations (international codes of business ethics)

international codes

Relationships with other nations (international codes of business ethics) *look @ notes*

Rogers' diffusion of innovations - how does innovation spread

Relative advantage, compatibility, complexity, trialability, observability

Formal research

Research that uses scientific methods to create an accurate representation of reality

Secondary research

Research using information generated by someone else, sometimes for purposes entirely different from your own; also known as library research

Secondary research

Research using information generated by someone else, sometimes for the purposes entirely different from your own

specific, measurable, achievable, relevant, timely

SMART

source, message, channel, receiver

SMCR

simple, unexpected, concrete, credible, emotional, story, success

SUCCESS

Most market and PR research is still based on...

Samples. The goal is to make inferences to: a larger population, other time periods, and other locations/societies

Early Adopters

Savvy individuals who keep up with new ideas and new products, often the opinion leaders for their friends and colleagues.

Gathering evidence

Search for social regularities: predictions about specific publics, larger groups of voters, or consumers NOT predictions about individuals Always with some chance of error: findings hold within some margin of error, there's never absolute certainty

According to Walter Lindenmann, which level of PR evaluation is characterized by measuring whether the target audience group actually obtained the message focused at them?

Second Level

understanding

measures the similarities and the definition of what they are agreeing upon; sometimes conflicts between our organization and our publics aren't talking about the same thing

Agenda setting

media tell the public what to think about, albeit not necessarily what to think, people tend to talk about what they see in the media

Familiarization trips

media tour offered to travel writers and editors by the tourism industry

gatekeepers

members of a news media, such as editors, who determine which stories a given medium will include

Media advisories/alerts

memos to let the press know about something they may want to cover

Objectives of Communication

message exposure --> accuracy in dissemination of the message --> acceptance of the message --> attitude change --> change in overt behavior

key goals of PR communication

message exposure, accurate dissemination (basic message remains intact as sent through various media and it reaches the correct publics.), acceptance of the message, attitude change, behavior change (make donation, purchase service, etc.)

public relations perspective

message->dissemination->acceptance->attitude change->behavioral change

Psychographics

method that attempts to classify people based on their lifestyle, attitudes, values, and beliefs

organizations typically employ:

mixed-motives models (understanding > persuasion)

attitudinal/motivational objective

modify the way an audience feels.

soft money

money donated to national political parities for general expenses. Legislation passed in 2002 restricted such donations but allowed contributions to local political parties and and national political conventions.

Formative Evaluation

monitoring of a program or campaign at various intervals as it progresses to determine what is working and what isn't and where changes need to be made

News/press releases

most common tactic, the dissemination of information to mass media, key sources for large percentages of newspaper articles

Events (type of communication media)

motivates participants and reinforce existing attitudes. typically a two way form of communication with moderate audience engagement, low reach, and moderate costs.

Uncontrolled Media

news media o Newspapers, radio, television stations, magazines, and online news providers • Employs individuals who act as gatekeepers

Rules of situation analysis

no conclusions or solutions, factual, has no blame

self-selection bias

not gathering an accurate sample, because only people available are answering narrow subset to network and time

Controlled Media

not only do we control the words and images; we also control when the message is sent and how often its repeated

Secondary Audience

not the primary target, but may have exposure to the message

quantitative research

numerical tabulations and statistical comparisons made possible by statistical polls/surveys, experiments. data is used to test hypothesis,and identify the strength of patterns observed using qualitative methods.

tactics

nuts and bolts, specific activities, visible, deliverableness, and what

situational analysis

o Accurately and fairly describes the current situation in a way that action seems advisable

Controlled Media Advantages & Disadvantages

o Advantages: ability to select words and images sent o Disadvantages: lack of credibility/cost (you pay for controlled media) • Third party endorsement • Independent endorsement

Uncontrolled Media Advantages & Disadvantages

o Advantages: stronger credibility/ less expensive o Disadvantages: "uncontrolled"

Successful Tactics

o Part of a written, approved PR plan that is tied to an organizations value-based mission o Target one public at a time o Based on research about the targeted publics values, interests, & preferred channels o Send a clear message that targets a publics values & interests even as it strives to achieve an organizations objective o Specific o Evaluated as they are performed & after they're executed

Twitter

Second most popular social media network, used as a distribution platform for late-breaking news, to refute a viral rumor, or to provide update on a developing situation, marketing and promotional purposes

___ research uses data that has been already collected by someone else.

Secondary

Advocacy

Serving the public interest by acting as responsible advocates for clients or employers. Core value of PRSA

Code of Ethics

Set of standards or rules that guide ethical business behavior.

PR code of ethics

Setting expected standards of behaviour for those engaged in PR in order to improve the public standing of the profession

Communication only occurs if both the sender and the receiver have a field of

Shared experience, such as common language and similar educational levels.

Attitude change

Shift in attitudes in direction of message

Research problem

Should be empirical; i.e. answered based on observable evidence

Objective

Should reach your goal, focused, measurable

Public Relations Managers

Solve problems, advise, make decisions, take responsibility. They are accountable for success and failures. Planners. Found in organizations with rapidly changing environments.

Framing

Some refer to framing as the selection of specific facts or pieces of information that journalists use in news stories. More rigid definitions focus on the presentation of equivalent information in communication

Investor Relations

Specialized field, highly regulated, people who talk about money (business/economy), ex. earning report

Objectives

Specific measurable statements of what needs to happen for your goal to be reached

Objectives

Specific milestones that measure progress toward achievement of goal

Tactics

Specific recommended actions designed to help public relations plan. Specific actions, "message carriers," or communication vehicles used to achieve objectives

SMART analysis

Specific, Measurable, Attainable, Relevant, Time bound

Two major budgetary categories

Staff time (typically about 70% of budget) Out-of-pocket expenses Most require money allocated to each category

Public Relations

Strategic communication that builds mutually beneficial relationships between an organization and the public.

Which component of a Public Relations plan supplies the parameters for the total program?

Strategy

SWOT analysis

Strengths, weaknesses, opportunities, threats

Mapp vs Ohio

Supreme Court said privacy is a constitutional right

Census

Survey of every member of a sampling frame

Predefined procedures and methods

Survey questionnaire Guidelines for focus groups Codebook for content analysis Etc.

Today the trend is toward ____

Systematic Evaluation

Content Analysis

Systematic and objective counting or categorizing of information. Often used to measure the amount of media coverage and the nature of the coverage.

Systematic Tracking

Systems can analyze the content of media placements by such variables as market penetration, type of publication, tone of coverage, sources quotes, and mention of key copy points.

magic bullet theory

The belief that the mass media wield such great power that by delivering just the right message,the media can persuade people to do anything

Reflective Paradigm

The belief that the most important role of public relations practice is to obtain and sustain the societal legitimization of organizations

message

The content of a communication that a sender attempts to deliver to a targeted receiver

roster

The easiest way to get a random probability sample is to get a __ and apply a random number to a list of names.

communication

The exchange of information, verbal and nonverbal, between individuals.

Research

The first step of the traditional PR model (in dynamic, not in order.) This is the discovery and information gathering phase.

Hunt and Grunig Models

The four models of PR: press agentry, public information, two-way asymmetrical, and two-way symmetrical.

marketing mix

The four traditional aspects of marketing: product, price, place (distribution), and promotion.

Evaluation

The fourth step of the traditional PR model (in dynamic, not in order.) This is where you measure the efficiency and effectiveness.

client research

The gathering of information about the client, company, or organization on whose behalf a practitioner is working.

Client research

The gathering of information about the client, company, or organization on whose behalf a practitioner is working. Typically, this information includes the organization's size, products or services, history, staffing requirements, markets and customers, budget, legal environment, reputation, and mission.

Client research

The gathering of information about the client, company, organization on who's behalf a practitioner is working -information includes organizations size, products or services, history, staffing requirements, etc

problem-opportunity research

The gathering of information to answer two critical questions at the outset of any public relations effort: What is the issue, and what stake, if any, does our organization have in this issue?

inform, persuade, motivate, achieve mutual understanding

The goals of the communication process.

Behavioral sample objective

The modification of a behavior (i.e. to decrease smoking by 15% among UGA students and employees by the end of 2015 calendar year)

The Publicity Bureau

The nations first public relations agency

receiver

The person or persons for whom a message is intended

Dynamic Model

The phases of research, planning, communication and evaluation should all be happening all the time. This is what really happens, and involved critical thinking.

Communication defined

The process and means by which objectives are achieved; tactics are developed and implemented

Decision-Making

The process of choosing a solution generated from problem-solving.

Problem-Solving

The process of developing a plan to get to a desired goal. Is done before decision-making.

values driven PR

The process of identifying not just where an organization wishes to go to but also identifying the principles that will be observed in getting there.

Observation

The process of observing individuals and recording reactions. Is qualitative but can be quantitative with set categories.

Probability sampling

The process of selecting a research sample that is representative of the population or public from which it is selected.

Nonprobability sampling

The process of selecting a research sample without regard to whether everyone in the public has an equal chance of being selected.

text messaging

The process of sending a written message from one cell phone to another.

agenda building

The process through which journalists emphasize certain events, issues, or sources over others

Feedback

The receiver's reaction-as interpreted by the source-to the message.

mail surveys

The response rate is 20%. Incentives often increase the response rate.

The Value of Planning

The second step in the Public Relations process. Organization starts making plans to do something about an issue or situation. It sets the organizations direction proactively, avoiding "drift" and routine repetition of activities.

Planning

The second step of the traditional PR model (in dynamic, not in order.) This is where you develop strategies to meet needs.

Writing, Research, Planning, Problem-solving, Business & Economics, Social Media Skills

The six essential PR skills.

Research defined

The systematic investigation of a problem involving gathering evidence to make inferences

Content analysis defined

The systematic, objective, and (sometimes) quantitative method for researching messages; typically used to analyze media articles and other content, but also used for speeches, scripts, video content, etc.

Spiral of silence defined

The tendency of people to remain silent when they feel that their views are in opposition to the majority view on a subject

Communcation

The third step of the traditional PR model (in dynamic, not in order.) This is the execution phase, where you send direct messages and must be flexible. Aka: implementation.

Public Relations efforts ultimately are evaluated on how ___

They help an organization achieve its objectives. Importance of setting clear, measurable objectives for the campaign, role of measurement for social media tactics in contemporary campaigns, measurement of various communication components.

phone surveys

They're annoying. Most people don't have land lines, and results are often skewed.

Quality, Sense of Responsibility, Cohesion

Things that are impacted by team size in regards to communication (3).

3 outcomes of a PR plan

Think, Know, Do

3 outcomes of a PR plan

Think: allegiance on support; predisposition outcome, have confidence, be loyal Know: Know the situation or fact Do: change their behavior

Timeline & Audience Definition

Third step of public relations.

message

This is communicated through symbols, logos, repetition, slogans, and acronyms.

MBO

This provides focus and direction for formulating a strategy to achieve objectives.

integrated marketing

This refers to selling a company, not just a product.

communication audit

This should be done after every campaign or regularly at least once a year. It determines what has been called or remembered.

evaluation

This step restates the objectives and then names the methods to be used.

primary

This type of research uses new and original information that is generated through a research project and is directed to answer a specific question.

probability sampling not achievable, self-selected respondents, large samples generated in short time

Three disadvantages of online surveys

archival, library and online databases, web

Three mediums of secondary research

Engagement duration

Time spend on your pages

Social media leads

Tracking web traffic for all your sources and identifying top social sources

Most effective two-way communication

Two people having face-to-face conversation. Small group discussion is also effective. In both forms, the message is fortified by gestures, facial expressions, intimacy, tone of voice, and the opportunity for instant feedback.

Consumer

Two-way asymmetric doesn't always have ________________ interests in mind.

Two-Way Asymmetric

Two-way communication (hear the audience). Uses what audiences say for benefit. Social scientific persuasion. Observable, objective research. ex. Bernays (ivory soap, torches of freedom).

Two-Way Symmetric

Two-way communication. Think about & are concerned about public. Understand audience, build a relationship. Research is essential to understand audience needs. ex. Henry Ford, educators, health communication.

intercept interview, communication audit, focus group, swat analysis, key contact, personal contacts, content analysis, secondary research, SWAT

Types of informal surveys

Controlled media

Used to promote and provide greater detail than public media; largely one-way form of communication; higher levels of audience engagement; smaller reach; moderate costs; typically not quite as "mass" in appeal; i.e. brochures, newsletters, direct mail, etc.

Interactive media

Used to respond to queries, engage audiences and exchange information; typically two-way communication; high levels of engagement; moderate levels of reach; moderate costs; i.e. email, blogs, wikis, websites, electronic kiosks

Structured interview

Uses an interview schedule and adheres fairly strictly to it; similar to a survey in that the informants don't really guide the interviewer

Corporate Social Responsibility

Uses environmental monitoring and communication & social audits to ensure responsibility.

Why do we plan?

o To keep our actions in line with our organization's values-based mission o To secure needed resources o To help us control our destiny o To help us better understand and focus our research o To help us achieve consensus o To allow effective management of resources

Program

on-going; several objectives associated with a goal. Have continuing commission with organizations and focus on relationship with a particular public (e.g. community relations, employee relations program)

annual meeting

once a year informational conference that a publicly held company must, by law, hold for its stockholders

annual report

once a year informational statement that a publically held company must by law send to its stockholders

non probability sampling

one of the assumptions of probability sampling is violated (tv-call in polls, internet surveys) in order to calculate sampling error we need to use probability sampling techniques.

Image Restoration Discourse

one of the dominant theories of apologia, developed by Benoit. Five apologia steps: denial, evasion of responsibility, reduction of offensiveness, corrective actions and mortification

Public Relations Counselor

one who informs publics and organizations in the effort to create relationships of mutual benefit and support

5 types of of communication media

one-on-one communication, events, interactive media, controlled media, public media.

social media

online technologies and practices that allow people to share information and opinion. Forms include text, images, audio, and video, on blogs, wikis, and online social networks

Is a crisis unpredictable?

only 39% of of crises are unexpected 50% are caused by mismanagement

Multi-step flow theory

opinion leaders derive info from mass media and other sources and share with the public; attentive public synthesized and interprets information; inattentive public that is unaware or uninterested in issues remain outside opinion-formation process

what opportunities for error do focus groups provide in informal research?

opportunities for error include: groupthink (bandwagon) spiral of silence (minority stays silent)

Community relations

organizations participation with and within a community to maintain and enhance its environment to the benefit of both the organization and the community

political action committees (PAC's)

organizations representing particular special interests that collect money and contribute in to political candidates.

Corporation

organizations that produce goods or services for a profit

grassroots lobbying

organized efforts by ordinary citizens to influence legislative and regulatory governmental processes.

primary research

original research not derived from the results of any earlier researcher's efforts

Internal Practitioner Disadvantages

overly-willing to please; inundation(stale); lack of focus; Need->cost; not an expert; too close to problem

theoretical perspectives:

passive audiences, active audiences, and the concept of triggering events

Public Opinion Leaders

people who, because of their interest in and knowledge of a subject, become experts and inform other either formally as spokespeople or informally through daily interaction with family members, colleagues, and peers

pitch

persuasive message sent by a public relations practitioner to a journalist (via letter, email or phone) often on an exclusive basis, describing a newsworthy human-interest story whose publication would generate helpful publicity for an organization

Media information center

place where a large number of reporters can gather to collect information on a crisis

contingency plan

plan created for use when a certain set of circumstance arises.

research strategy

plan that defines what the researcher wants to know and how he or she will gather that information

standing plan

plan that remains in effect over an extended period of time. Its tactics are routinely reenacted to sustain fulfillment of the plan's goals and objectives

special event

planned happening that serves as a public relations tactic

Standing Plans

plans for dealing with certain types of situations, particularly common situations and emergencies.

Product placements

plugs, using products in films and on television

Baseline

point against which all future efforts are measured

representative sample

population sample selected by procedures that ensure that all member of the population or public being studied have an equal chance of being chose for the sample.

crisis communications plan

practitioners use the information gathered during risk assessment to develop strategies for communicating with key publics during crises; they also train employees in what they are supposed to do in a crisis.

Public relations managers

practitioners whose job responsibilities are more strategic than tactical in nature; solve problems, advise others, make policy decisions, and take responsibility for the outcome of a PR program

public relations managers

practitioners whose job responsibilities are more strategic than tactical in nature; solve problems, advise others, make policy decisions, and take responsibility for the outcome of a PR program

Public relations technicians

practitioners whose job responsibilities are more tactical than strategic in nature; prepare communications that help execute the public relations policies of others

public relations technicians

practitioners whose job responsibilities are more tactical than strategic in nature; prepare communications that help execute the public relations policies of others

Systematic Investigation

predefined procedures and methods (survey questionnaire, guideline questions for focus groups, codebook for content analysis). a research problem should be answered by observable information

strategic thinking

predict a future goal, determine what forces will help reach the goal, and create a plan for achieving the goal

3 levels of evaluation

preparation, implementation, and impact

Censorship

prior to restraint; stopping speech before it's made

Issues management

proactive phase in conflict management; environmental scanning, issues tracking, issues management, crisis plan

systematic sampling

probability sampling technique that uses a standardized selection process to create a sample that is both representative and easy to develop

What's in research?

problem statment, executive summary, situation analysis

Escalation

process in which mass media play a role in the unfolding of a conflict and serve to promote public debate by engaging widespread public involvement; mass media presents and explain conflict, all too often conflict is regarded as more newsworthy than the resolution

Ethics Audits

process of examination, evaluation, and recommendations • 6 questions

probability sampling

process of selecting a research sample that is representative of a population or public from which it is selected

nonprobability sampling

process of selecting a research sample without regard to whether everyone in the public has an equal changes of being selected

ethics audit

process through which an organization evaluates its own ethical conduct and makes recommendations to improve it

When is PR's impact on society positive?

promotes free exchange of ideas is honest about sources and motives enforces high standards

Quantitative Research

Uses scientific surveys and complex statistical tabulations. More expensive and complicated, gives the researcher greater ability to generalize to large populations. "Hard Data" Usually uses close-ended questions, forced choices, highly structured. Descriptive or explanatory type of research. Example- Mailed surveys, face-to-face interviews, digital analytics

Values-driven Public Relations

Using the dynamic model in the framework defined by an organization's core values.

Endorcements

Usually given by celebrities who are paid to say good things; media endorsements are unpaid and take form in editorials, reviews, surveys, and news stories Direct - editorial supporting a political candidate Indirect - published broadcasted or posted favorable review of something Third-pary - media product news stories about new product or services

principles

Values driven PR says you also need to look at the ______ you'll observe in your efforts to get there.

Ethics

Values in Action; thoughts, decisions, and actions that are determined by the values and belief of what is right and wrong.

Governments-4 Key Publics

Voters, news media, employees, and special-interest groups.

PR has a wider audience.

Way that PR is different from journalism, marketing, and advertising.

PR is biased and persuasive.

Way that PR is different from journalism, marketing, and advertising.

Issue of selective perception

We all process information through various perceptual filters, including religious beliefs, trust, political ideology, etc. As a result: any given "fact" may mean different things to different people...

Issue of self-selection

We live in an information age and it does not make sense for most of us to: 1. Attend to all the messages that come our way 2. Process those messages 3. Develop an in-depth attitude or understanding of the issue in question

ninth

We should write on a __ grade level.

Publication

prove that it's published; person who wrote it, who it's about and a third person Ex: Shepard vs Lamphard -> wrote letter about terrible sexual stuff, sued-> threw out b/c she voluntarily published it by showing it to her friend

non-profit organization and trade associations

provide a service without the expectation of earning a profit

QR codes

provide easy access to a variety of websites and apps

viral marketing

public relations or marketing information that is spread from person to person via e-mail

gatekeepers

push technology allows information to be automatically delivered or "pushed" directly to a user. By subscribing to various push services, individuals receive downloads of customized information. However, this can make reaching targeted publics more difficult

open-ended questions

questionnaire items for which the number of possible answer is undefined and unrestricted

close-ended questions

questions for which the response is specifically defined; answers must be selected from a predetermined set of options

Cognitive dissonance

We strive for consistency between our attitudes and between our behaviors and we take steps to ensure this... Change the behavior/accept the message Justify the behavior by modifying argument Justify the behavior by adding new information Ignore the information Deny

__ gives information about the number of times a page has been viewed and the number of people who have visited an online site.

Web analytics

Expertise, Experience, Ability to Anticipate, Networkers, Team Players

What CEOs want in PR professionals (5).

Validity, Keeping on Task, Keeping Group Small

What is needed for effective decision-making (3).

Program planning: SITUATION

What is the situation for your organization? The need for a program: to remedy a problem, a one-time launch of a product/service, or to reinforce a message or reputation

Stereotyping

What may happen as a result of targeting strategies. Can also make audiences feel offended.

Units of analysis

What or whom a researcher is studying to create a summary description of all such units.

Experts who understand business. High quality customer service. Creativity.

What organizations want from PR firms (3).

Materials

What resources do you need to implement/execute tactics?

production, exposure, awareness, attitudes, action

What to measure in evaluation (5 things)

Objective formula

What we want (increase/decrease/same), by how much (% or #), by when (date)

Advisory

When PR makes suggestions that management can take or leave. PR can be neglected completely.

Concurring Authority

When PR must approve of all communications in a company.

Source Credibility

When an organization employs respected external experts or celebrities as representatives to convey their messages.

Crisis communication

reactive phase in conflict management; implementation of crisis management plan, conflict resolution, litigation public relations; smoldering crises (vs. sudden crises)- organization is aware issues before public found out-

When is qualitative research used?

When in a new territory and little is known When customer perceptions or attitudes may be hidden from easy view When the product category may represent unspoken meaning to buyers To generate ideas for products, advertising, or brand positioning To screen ideas and concepts

Laissez-Faire

When leaders allow workers to make own decisions. Workers do not learn as much.

Active Public Opinion

When people act-formally or informally and, often, not in unison-to influence the opinions and actions of others.

actualities

recorded quotable quotes or sound bites supplied to radio stations on cassette tape or via a dial-in phone system or a website

downsizing

reduction in an organization's workforce

blogs

regularly updated Internet journals or news forums that focus on a particular area of interest

rogers diffusion of innovation-how does innovation spread

relative advantage: is the innovation better than the idea it replaces? compatibility: is the innovation consistent with needs of potential adopters? complexity: is the innovation easy to incorporate for adopters? trialability: can the innovation be experienced on a limited basis first? observability: are the results of the innovation

audience remembers the message

repetition, delivering the message in a variety of ways across multiple communication channels.

Fair Disclosure

requires companies to widely disseminate any material announcement, even if a material announcement slips out to an analyst, the company is obligated to issue a news release within 24 hours

traditional 4-step model of pr

research - planning - communication - evaluation

cross sectional research

research based on a sample drawn at a single point in time.

informal research

research that describes some aspect of reality but does not necessarily create an accurate representation of the larger reality

stakeholder research

research that focuses on identifying and describing specific publics important to the success of an organization

formal research

research that uses scientific methods to create an accurate representation of reality

formal research

research that uses scientific methods to create an accurate representation of reality.

secondary research

research using information generated by someone else, sometimes for purposes entirely different from your own

r.a.c.e

research, action plan, communication tactics, and evaluation

dynamic model of the PR process

research, planning, communication and evaluation all interlink with each other and can affect the way the flow goes

open system

responsive to external changes (dynamic)

likert scale

scale based on passion of agreement or disagreement

crisis communicating planning

second step in effective crisis communications. Practitioners use the information gathered during risk assessment to develop strategies for communicating with key publics during crises; they also train employees in what they are supposed to do in a crisis.

5 research methods that practitioners use

secondary feedback communication audit focus groups survey research.

Schenck

secretary of american socialist party; wrote pamphlet telling young men not to go serve in military if drafted for war

emergency operations center

secure place where a crisis management team meets to develop its response to a crisis.

Controlled Experiment

see if stimulus has an affect, what will stimulus do, control external aspects, randomly assign control group or stimulus group and then test their behavior

accreditation

sets a standard and rewards keeping it incentive = competitive edge and MONEY

Tactical Plans

short-range plans for accomplishing the steps that lead up to achievement of an organizations goals, everyday basis and every level

Project

single/short-lived Public Relations activity designed to meet an objective (e.g. open house, establishing a social media page)

eight elements of a program plan

situation, objectives, audience, strategy, tactics, calendar/time table, budget, evaluation/measurement

emerging crisis

situations that have been building up, more time for research and planning

sustained crisis

situations that have been persisting for months or years (false rumors)

computer viruses

software programming that attaches to ta computer user's email address book and is spread to computers around the world.

all news stories answer:

some basic questions, who, what, where, why, and how, and how you can make readers see and care about the story

Account executive

someone in charge of a client's account for an advertising agency or brokerage or other service business

objectives

specific milestones that measure progress toward achievement of a goal.

tactics

specific recommended actions designed to help an organization achieve the objectives stated in a public relations plan

tactics

specific recommended actions designed to help an organization achieve the objectives states in a public relations plan

SMART

specific, measurable, achievable, realistic, time bound

PR campaigns are directed towards _______ and defined ________ _________.

specific; target audiences

management by objectives

specifies the outcomes to be achieved, thereby establishing the criteria for selecting, mono toting progress, and evaluating program outcomes.

apologia

speech of self-defense. people and organizations engage in it as a way to represent their side of the story in the face of negative events or allegations as a means of repairing damaged images and/or reputations

How to prepare Organizational Statements

spokesperson selection -credibility & confidence spokesperson training and speech -write the statement/speech for them -help them rehearse -anticipate questions that the press might ask

societal ethics codes

standards that govern a societal grouping (people choose to join)

organizational codes

standards we set for our company, Ethics codes employees have to sign/read.

Personal ethics codes

standards we set for ourselves. (EX> Chick-fil-a Sundays closed for church/family)

Planning (methods)

strategic and systematic (linked to the big picture and based on research). methods include observation, sample surveys, experiments, focus groups, content analysis, statistical data,etc.

Strategic positioning

strategic phase in conflict management; strategic communication, risk communication, conflict positioning, conflict management

How do strategies differ from tactics?

strategies are broad, tactics are detailed

research->goals->objectives->

strategies->tactics->evaluation

What services do PR firms provide?

strategize, persuade, write stuff (press releases, feature stories, special events, brochures), executive speech training&briefing, research&evaluation, crisis communication, media analysis, community relations, events management, public affairs, branding (corporate reputation), financial relations

news conference

structured meeting between an organizations representatives and the news media for the purpose of providing information for news stories.

Research

systematic investigation of a problem, involving gathering evidence from samples to make inferences.

Appropriation

taking on element of an individual's personality for commercial use without permission

two way symmetrical communication

talk to your public, understand what their wants and needs are, then shape your actions to meet them

cluster sampling

technique used to compensate for an unrepresentative sampling frame; involves breaking population into homogeneous groups and then selecting sample from each group

Focus group

tells pr the range and depth of emotions used when preparing for a survey, but don't know what questions to ask gather group of people to discuss issues

Adjusting Information

tells stakeholders what happened, what's been done, etc., for helping them cope with the situation

virtual organizations

temporary organizations formed by smaller units or individuals to complete a specific job.

virtual organizations

temporary organizations formed by smaller, independent units or people to complete a specific job

virtual public relations

term used to describe the work of many small public relations firms . As a result of advances in communications technology, these firms can have the look, feel, and service capability of much larger PR agencies.

universal accreditation program

the availability of PRSA accreditation to members of eight additional public relations organizations; established in 1998

The Bit

the basic element of transmission in digital communications -our ability to transfer thoughts, images, and sounds into bits is changing the way we interact with our world

elements of a news story

the basic news story structure includes a headline and three general parts: a beginning (=the lead), a middle (=the body), and an ending

magic bullet theory

the belief that each person is his or her own information gatekeeper and picks and choose from a wide variety of information sources

Public Opinion

the collective opinion of many individuals bound into a group by common aims, aspirations, needs, or ideals; an elusive and fragile commodity, subject to change

social responsibility

the concern we have about the consequences of our actions on others; refers to the duty of a business to contribute to the well-being of society.

first amendment

the constitutional guarantee of freedom of expression, freedom of the press, and freedom of religion

partner relationship management

the database-driven management of the relationships an organization has with its business partners, including vendors, distributors and business customers

research

the discovery phase of a problem-solving process; formal and informal methods of information gathering

business-to-business communication

the exchange of messages between 2 businesses, such as a manufacturer and a distributor

communication

the execution phase of the problem-solving process; where practitioners direct messages to specific publics in support of specified goals

publicity bureau

the first PR agency founded by George V.S. Michaels in 1900

press agentry/publicity model

the focus of public relations efforts is on getting favorable coverage, or publicity, from the media; accuracy and truth are not seen as essential

boundary spanning

the function of representing a public's values to an organization and, conversely, representing the values of the organization to that public

values

the fundamental beliefs and standards that drive behavior and decision making; the filters through which we see the world and the world sees us

Account supervisor

the individual at a PR agency with the responsibility for managing a client's account and the people working on that account

account supervisor

the individual at a PR agency with the responsibility for managing a client's account and the people working on that account

Public information officer

the individual given the responsibility to speak for and handle media inquiries on behalf of a government agency

public information officer

the individual given the responsibility to speak for and handle media inquiries on behalf of a government agency

press secretary

the individual given the responsibility to speak for and handle media inquiries on behalf of a political or government official

community relations

the maintenance of mutually beneficial contacts between an organization and key publics within communities important to its success

business-to-business relations

the maintenance of mutually beneficial relations between 2 businesses, such as a manufacturer and a distributor

employee relations

the maintenance of mutually beneficial relations between an organization and its employees

media relations

the maintenance of mutually beneficial relations between an organization and the journalists and other media people who report on its activities

government relations

the maintenance of mutually beneficial relations between an organization and the local, state, and federal government agencies important to its success

investor relations

the maintenance of mutually beneficial relations between publicly owned companies and shareholders, potential shareholders, and those who influence investment decisions.

edward l. bernays

the man often acknowledged as the "father of public relations"; coined the phrase "public relations council"; nephew of Sigmund Freud

public relations

the management of relationships between an organization and its publics

evaluation

the measurement of how efficiently and effectively a PR effort met the organization's goals

the symbiotic relationship between media and news

the media rely on news, reporters and editors spend most of their time processing information not gathering it, and no media enterprise has enough staff to cover every single event in the community

behavioral objective

the modification of a behavior

demographics

the most familiar of the three, provide information about population/group characteristics, ex: ager, sex, gender, households, ethnic groups, income levels, occupations, and education

inverted pyramid format

the most important elements first; headline, lead, body, and ending

cybernetics

the name of the study of this input/output, self-regulating process

virtual public relations

the networking of small, independent public relations consultants. These informal practitioner networks are linked by telephones, fax machines, and the Internet, and successfully compete for business against traditional public relations agencies

Diversity media

the number and reach of minority media channels has increased, just as the number of their constituents has expanded

informal research

the observing of people, events, or objects of interest as they occur, typically through qualitative messages

industrial revolution

the period during which the US and other western nations moved from an agricultural to a manufacturing economy

public affairs officer

the person responsible for maintaining mutually beneficial relations between a government agency or official and important publics

Dorothy Barber vs Time Magazine

the plaintiff had a disease where she couldn't gain weight and was put in the hospital. The company went to the hospital to take her pictures (secretly w/o consent) for an article. She sued, the company thought the people needed to know about the disease. But the court said they had no right to take her picture.

Youtube

the premier social networking site for posting and viewing videos, today's organizations are involved in posting video clips, clips should be creative, interesting, and somewhat humorous to get attention from target audiences

resource dependency theory

the premise that organizations form relationships with publics to acquire the resources they need to fulfill their values

Resource dependency theory

the premise that organizations form relationships with publics to acquire the resources they need to fulfill their values.

fully functioning society theory

the premise that organizations should help address important social needs, using two-way communication to build consensus, discover shared goals, and help societies reach their humane potentials

social exchange theory

the premise that relationships are built on the exchange of desired resources; successful relationships are those in which the benefits outweigh the costs

Negotiation

the process by which two or more parties attempt to settle disputes, reach agreement about sources of action, bargain for individual or collective advantage

scanning

the process of identifying future issues that could affect an organization

marketing

the process of researching, creating, refining and promoting a product or service and distributing that product or service to target consumers

Copyright

the protection of a creative work from unauthorized use PAGE 193

variables in believability

the sleeper effect, context of the message, and the audience's predispositions

Contingency Continuum

the stance is dynamic, it changes as events unfold from advocacy to accommodation

Near V Minnesota

the statute is not a valid law; defender went free changed the Clear and Present Danger Law: obscenity, Incitement to Violence, Threat to National Security during times of war

planning

the strategy phase of the problem-solving process; practitioners use the information gathered during research

formal research

the systematic gathering, analyzing, and evaluating of data via some scientific methodology, be it quantitative or qualitative

population

the target group of subjects in which the researcher is interested

immersion

the unobtrusive collection of ethnographic data within a specific environment

rhetoric

the use of communication for the purpose of persuasion

advertising

the use of controlled media in an attempt to influence the actions of targeted publics

cyber-relations

the use of public relations strategies and tactics to deal with publics via, and issues related to, the Internet. Examples- the news release; viral marketing: the use of Internet-based platforms such as blogs, social-media sites, and email to transmit messages along peer-to-peer channels

relationship management

the use of public relations strategy and tactics to foster and enhance the shared interests and values of an organization and the publics important to it success

international association of business communicators (iabc)

the world's 2nd largest public relations professional association, with approximately 12,500 members; founded in 1970 with headquarters in San Francisco

public relations society of america (PRSA)

the world's largest public relations professional association, with approximately 20,000 members; founded in 1947 with headquarters in New York

cleanup phase

third stage of a crisis. During this stage, an organization deals with a crisis and its aftermath. How long this period lasts is influenced by the degree to which the organization is prepared to handle crises

response

third step in effective crisis communication. In this step practitioners use their crisis communications plan

evaluation

this step is becoming increasingly important in the PR profession

planning

this step is the central function of management

communication

this step is the related message strategy of making a message more appealing and persuasive to the public

research

this step provides the information required to understand the needs of publics and to develop powerful messages

newsworthiness

timeliness, local, prominence/fame, significance, unusualness, human interest, conflict, and newness

Why we do research

to get to know client, learn what's the problem, gain credibility of facts, define audience, formulate strategy, monitor competition, sway public opinion, measure success

the goals of communication

to inform, persuade, motivate, or achieve mutual understanding

Lasswell's 8 basic appeals

to power, respect, well-being, affection, wealth, skill, enlightenment, and physical and mental vitality

Punitive Libel Damages

to punish you for what you did

why do pr professionals do research

to throughly define problems, to identify audiences and segment publics, to design strategies and plans (avoid wasted effort and minimize costs), to provide evaluation, and to provide a convincing justification for their proposals

Potter box

tool designed by Ralph Potter for ethical decision making, involves defining an ethical issue and then identifying competing values, principles, and loyalties.

communications grid

tool used during communications audits to illustrate the distributions patterns of an organization's communications

secondary resources

trade publications, databases, organizational records, public records from the government, public polls

the importance of mass media

traditional media are still pervasive, 70% of U.S. adults follow local news, perceived as trusted information source, and symbiotic relationship with news media

digital

transmitted in a computer-readable format

Blogging characteristics

transparent, timely, original, relevance, viewpoints of authors (not necessarily the employer or client)

Conflict

two groups direct their efforts against each other causing verbal attacks

Competition

two or more groups fighting for the same resource; in business, "resources" may consist of sales, market shares, contracts, employees, and profits; in nonprofits, competition for donations, grants, volunteers, and political influence

validity, reliability

two standards commonly considered for the listening process

Testimonials

type of propaganda; a frequently used device to achieve source credibility. A well-known expert, popular celebrity, or average citizen gives testimony about the value of a product or the wisdom of a decision

Plain folks

type of propaganda; an approach often used by individuals to show humble beginnings and empathy with the average citizen. i.e. political candidates

Bandwagon

type of propaganda; the implication or direct statement that everyone wants the product or that the idea has overwhelming support encourages people to agree with the idea

Card stacking

type of propaganda; the selection of facts and data to build an overwhelming case on one side of the issue, while concealing the other side. This technique is particularly effective because what is presented if often factually accurate, but misleads by immuring crucial aspects that allow the audience to make an informed decision

Transfer

type of propaganda; the technique of associating the person, product, or organization with something that has high status, visibility, or credibility. This approach is often used in advertising and political campaigns

public media (type of communication media)

used to build awareness and credibility, one way form of communication with low audience engagement, high reach and relatively low costs. paid advertisements and product placements in traditional media, out of home media (billboards, posters,etc.)

interactive media (type of communication media)

used to respond to queries, engage audiences and exchange information. typically a two way form of communication with high levels of audience engagement, moderate levels of reach, moderate costs. examples: emails, blogs, podcasts, etc.

Corporate or organizational blogs

usually written by an executive and represent the official voice of the organization

independent endorsement

verification by a disinterested outside party, which can lend credibility to a message, as when the media decide to air or public a news story based on an organization's news release

independent endorsement

verification by a disinterested outside party, which can lend credibility to a message, as when the media decide to air or publish a news story based on an organizations news release.

third-party endorsement

verification of a story's newsworthiness that the news media provide when they public or broadcast the story

third-party endorsement

verification of a story's newsworthiness that the news media provide when they publish or broadcast the story. Appearance in an uncontrolled news medium leans creditability to a story , because the media are neither the sender nor the receiver.

crisis impact value (CIV)

vertical axis on Fink's crisis plotting grid. Specific questions are used to measure the impact a given crisis would have on an organizations operations

large enough to matter

warranting strategic attention and possible use of media

selective retention

we choose to notice the things that agree with us and are more likely to remember it. If it's a conflicting idea against o ur own we are more likely to forget it

cognitive dissonance

we strive for consistency between our attitudes and between our behaviors and we take steps to ensure that this is the case.

selective perception

we tend to choose not to notice messages about things we dont believe

gripe sites

websites dedicated to airing complaints, either real or imagined, against individuals and/or organizations

wikis

websites or multimedia documents that allow different individuals to contribute and edit content. Also, software packages that make it easy for multiple individuals to author, edit, and remove online content.

Objectives (element of a program plan)

what are you trying to accomplish? grow out of goals and are clear and measurable. used to communicate and plan campaign. provide and evaluative benchmark. can be output (newspaper coverage) or impact (raise awareness) focused, as well as informational, attitudinal/motivational and or behavioral

to be an effective communicator you must have the basic knowledge of:

what constitutes communication and how people receive messages, how people process information and change their perceptions, and what kinds of media and communication tools are most appropriate for a message

Legal/Ethical confusion

what is legal isn't always ethical. What is ethical might not always be legal

Situation (element of a program plan)

what is the situation for your organization? usually need a program to remedy a problem, need for a one time launch of a product or service, need to reinforce a message or their reputation.

finding the focus

what makes this newsworthy?, ask yourself, "what's the story about?", why should readers care about your story?, the "so what" factor

units of analysis

what or whom a research is studying to create a summary description of all such units

communication strategy

what the organization says

"shall be delivered and destroyed"

whatever materials that have been created using the infringed trademark "shall be..."

Tactics

when and how do we deploy it

Random/Probability Sample

when everyone in the target audience has a chance of participating

Alternative dispute resolution (ADR)

when negotiation is used in a lieu of lawsuit ???

active public opinion

when people act -formally and informally to influence the opinions and actions of others

aware public opinion

when people grow aware of an emerging interest

latent public opinion

when people have an interest in a topic or issue but are unaware of the similar interests of others

satisfaction

when used in context of Monroe's Motivated sequence, the process of presenting an audience with a solution to a problem that has already been identified

Fair Comment and Criticism

when you put yourself out in public voluntarily, should be protected

Audience (element of a program plan)

who will be your campaign target and why? PR rarely targets a mass audience, market research is done to pinpoint certain publics and where they are located. targeting decision making is based on trends in demographics (fastest growing groups), growth oppurtunities, costs, etc.

trust

willingness of one party in a relationship to open itself to another

trademark

words, names, and symbols used by companies to identify and distinguish their goods or services from those of another ex. product name like Kleenex

WOMM

work of mouth marketing

objectives

written for each well-defined target public to specify the knowledge, opinion, and behavioral outcomes to be achieved.

when getting consent it must be...

written, it must state the names of all parties, the duration, and provides the consideration for payment

intensity

you could really be for it, or really against it

licensing constitutional issues in US

you need to be licensed in your profession if the public feels you must be (being a doctor). you must know how to behave and work ethically in these fields so you are trusted to not hurt society

if there was no sign of impact, 3 possible interpretations are:

your theory behind the strategy was wrong, errors were made when preparing/ implementing, or the evaluation methods failed to detect impact.

Campaign Budget

zero-based budget where every tactic is given a cost to produce a budget for the PR campaign

goals

• A generalized statement of the outcome you hope your plan achieves. Often begin with the infinitives, such as the need for something to improve or increase.

Informal Research

• Aka nonscientific research, describes a certain aspect of reality but fails to paint the picture as a whole. • This is found to be very useful in PR but should not be used to draw conclusions about stakeholder groups.

formal research

• Aka scientific/quantitative research that presents an accurate picture. • In PR this type of research is generally used to create an accurate portrayal of a stakeholder group.

The Writing Process

• Can help you avoid procrastination because it eases you into the actual writing; moving from research to a final evaluation of results, it helps you approach an assignment with confidence o Prevents you from wasting your time (& others) by jumping in too quickly & try to write without adequate preparation o Helps you tackle a project in a logical, productive fashion

objectives

• Define particular ambitions, "'specific milestones that measure progress toward achievement of a goal.'"

Problem-Opprotunity Research

• Designed to answer to critical questions, What is at issue? What stake, if any, does our organization have in this issue? • Establishes if it is important for an organization to act or not given the issue.

Traditional Publics

• Employees • Social media • News media • Investors • Community groups • Governments • Customers • Constituents (voters) • Businesses

evaluation Research

• Every PR plan must achieve a positive impact that is achievable. • The procedures for determining the success of a PR plan

client research

• Focus on the individual client, company, or other organization on the behalf of the practitioner. (Entails researching information about the organization). It's essential to understand an organization's mission, vision, and goals.

strategy

• Help you move from specific objectives to specific recommended actions. A general description of the kind and tone of actions you'll implement to fulfill an objective.

focus groups

• Informal research method in which interviewers meet with groups of selected individuals to ascertain their opinions. • These are popular methods because they are inexpensive and the feedback that is given is immediate.

secondary research

• Like a library • Uses materials that are generated from others. • Some sources could be Published materials (newspaper or magazine articles), Organizational records (financial or annual reports), and Public records from the government (U.S. census and monthly economy reports).

standing

• Ongoing, long-term plans to nurture important relationships • The one danger of this plan is that they can stand too long, and can become "divorced" from its original values-based goal.

Writing for the Ear tips

• Remember that the speaker has to breathe • Limit each sentence to one idea • Use concrete words/images, not abstractions • Use precise nouns/verbs • Challenge every word in every sentence • Spell out big numbers & give phonetic spellings for hard-to pronounce words • Use traditional syntax (word order) • Link sentences & paragraphs with clear transitions • Attribute direct quotations at beginning of sentence • Introduce important points with general, descriptive sentences • Gracefully repeat main points • Avoid closing with "In Conclusion" • Break nay of these guidelines when doing so will assist the listener

Ad hoc plan

A plan creative for a single, short - term purpose; from the Latin phrase meaning "for this purpose only"

Standing plan

A plan that remains in effect over an extended period of time. It's tactics are routinely reenacted to sustain fulfillment of the plan's goal(s)and objectives

Standing plan

A plan that remains in effect over an extended period of time. Its tactics are routinely reenacted to sustain fulfillment of the plans goals and objectives.

Contingency plan

A plan treated for use when a certain set of circumstances arises. Crisis communications plans are examples of contingency plans

spin doctors

A popular term coined by New York Times editorial writer Jack Rosenthal in 1984 to describe the activities of political public relations practitioners

e-mail

A process by which a written message is sent electronically via computer to a receiver or receivers.

coorientation

A process in which practitioners seek similarities and differences between their organization's opinions regarding a public and that public's opinion of the practitioners' organizations.

Coorientation

A process in which practitioners seek similarities and differences between their organizations' opinions and regarding a public and that public's opinion of the projects practitioners organizations

Stakeholder

A public that has a relationship with an organization

Content Analysis

A quantitative study, when a media outlet is analyzed for mentions of x, etc.

Trend Sample

A series of profile samples go back to random group, ask them the same questions at different times What is changing in the Population

Microediting

A stage in the writing process in which the writer examines each sentence of a document for factual accuracy as well as correct grammar, spelling, punctuation, and style

Macroediting

A stage in which the writing process in which the writer examines the "Big picture" of a document, including format, organization, and completeness of information

Inverted pyramid

A symbol that represents the traditional organization of a news story. Important information in the beginning, and then non-- important comes last

Sociocultural

A targeting strategy. Relates to groups' cultural values, beliefs, and behaviors.

Constituent-Involving

A targeting strategy. Uses personnel and experiences which are familiar to the group.

Linguistic

A targeting strategy. When language is used that is accessible to a group.

Web 2.0

A term coined by Silicon Valley consultants into thousand and four to describe a new generation of Internet services that emphasize online collaboration and sharing

two-step theory

A theory of mass communication suggesting that the mass media influence society's opinion leaders, who, in turn, influence society

n-step theory

A theory of mass communications suggesting that the mass media influence opinion leaders, who change from issue to issue, and that these opinion leaders, in turn, wield influence over the public

Two-way symmetrical

A two-way model of PR that uses communication to negotiate. They use facts and info, they are transparent, and they work to resolve conflict in order to promote a mutually beneficial situation and solution.

Two-way asymmetrical

A two-way model of PR that uses persuasion and manipulation to influence the publics. They use research to find out what the publics desire and use that to get want the organization wants. This in unethical.

Motivational

A type of objective. Changing attitudes & behaviors. ex. ____ will like our cereal after the program by ___ date.

Informational

A type of objective. Knowledge, awareness. ex. __ can recognize our brand by __.

Program Frequencies

A type of objective. Reach, event attendance, media placement, audience reaction. ex. We plan to have __ attend and have ___ cover the event.

fact sheet

A who-what-when-where-why-how breakdown of that news release. Unlike a news release, a fact sheet is not meant for publication; instead it gives just the facts of the story contained in the news release. Often included in media kits

Reliability

Achieved when very similar results are obtained if a study is repeated

Lobbying

Act of attempting to influence business and government leaders to create legislation or conduct an activity

Opinion leaders: public opinion

Active in the community, often college educated, have higher income, active participants with media and in recreational activities, concerned environmentalists

Discrimination

Actively barring or acting different toward a group of people.

Honesty

Adhering to the highest standards of accuracy and truth in advancing the interests of clients and employers. Core value of PRSA

awareness, interest, evaluation, trial, adoption

Adoption Process Theory steps

Expertise

Advancing the profession through continued professional development, research, and education. Core value of PRSA

Web and Email Surveys

Advantage of posting a questionnaire on an organizations website and asking visitors to complete it online is that once the visitor completes the survey the response is immediate and the results can be added to a running tabulation of results.

controlled

Advertising is __ information. Publicity is not.

Advertising vs. Publicity

Advertising is paid for

AVEs

Advertising value equivalency

Strategy & tactics: creative meetings

After brainstorming sessions and breakout groups follows smaller "creative" meetings; handful of ideas are fleshed out in greater detail; thinking in terms of fit with advertising strategy or fit with other brands, etc.

Communication Audits

All communication activity of an organization should be assessed at least one a year. Analysis of all communication activity, informal interviews with rank-and-file employees, middle management, top executives.

Open-ended questions

Allows respondent to answer in his/her own words Advantages: answers are exhaustive, good for pilot testing items and to provide nuanced responses, respondents feels greater levels of control Disadvantages: coding necessary before analysis, takes a long time to answer, no response options to help make sense of the question

Active audiences

Already engaged in your message; different, more detail-based tactics are likely to work best; eighty-three percent of learning is accomplished through sight and only 11 percent is through hearing

compliance-gaining tactic

An action designed to influence the behavior of a person or public. Ideally, the action is consistent both with an organization's goals and values and with the person's or public's self-interests and values

instant messaging

An electronic process that allows two or more people to conduct a real-time, written conversation via computer.

Focus group

An informational research method in which interviewers meet with groups of selected individuals to determine their opinions, predispositions, concerns, and attitudes.

Lobbyist

An organization that exists solely to influence governmental legislative and regulatory process on behalf of the client

Image Audit

An outside business is hired to assess what the current image of the business is and how it could be improved.

Multivariate

Analysis of research data that examines three or more variables

Bivariate

Analysis of research data that examines two variables

Systematic tracking

Analyze volume and content of media placements, can get at tone of coverage, comparisons to competitors, essentially, statistically model the coverage

Content analysis

Analyzing what's going on in the media

intercept interview

Another name for a convenience poll.

advocacy research

Another name for loaded questions.

courtesy bias

Another name for politically correct answers.

probability sample

Another name for random sampling

Return on Investment

Another way to evaluate exposure to a message is to determine the cost of reaching each member of the audience. Commonly used in advertising to place costs in perspective.

semantic noise

Another word for distracting jargon

Most commonly used metric to evaluate PR activity

Antiquated, and "publicity by the pound"

Public

Any group of people who share common interests or values in a particular situation

Intervening Publics

Any public that helps you send a message to another public.

Secondary Research

Applying others' research. Using archival (past) research. Using library & online research.

Conversions

Are your members subscribing to your news letters, making purchases, etc.?

golden mean

Aristotelian concept-point of ideal ethical balance between deficiency and excess of a quality - between two extremes

Idea

Aristotle's analysis of the message- generation process: idea-generation, arrangement, expression, and delivery

employee relations

Arrange special events and develop strategies and tactics to announce and explain layoffs, reorganizations, business objectives, or changes.

Some believe that PR is more of a ____ than a _____.

Art; Science

Market research is conducted for a public relations campaign to identify the __.

Audience

Objectives for a communicator- Attitude Change

Audience not only believes the message, but makes a verbal or mental commitment to change behavior as a result of the message.

Acceptance of the message

Audience pays attention, retains and accepts the message

Uses and Gratifications Theory

Audience serves as a gatekeeper, deciding to whom it will grant influenza. Receivers pick and choose their channels of information.

Public Opinion

Average expressed behavior inclination.

25

Avoid more than __ questions on a survey.

Conflicts of Interest

Avoid real, potential, or perceived ______ among clients, employers, and the public. A public relations firm should inform a prospective client that it already represents a competitor or has a ________. For example, a firm should not handle public relations for two competing fast-food restaurant chains.

cliche, wordiness, euphemisms

Avoid these 3 things in communication.

loaded questions, courtesy bias, lead questions,

Avoid these when constructing questionnaires

Objectives for a communicator- Acceptance of the Message

Based on its view of reality, the audience not only retains the message, but accepts it as valid.

The importance of research-

Basic groundwork of any public relations program. Involves the gathering and interpretation of information. Research is used in every phase of a communication program.

Objectives for a communicator- Accurate Dissemination of the Message

Basic information, often filtered, remains intact as it is transmitted through various channels

Accurate dissemination

Basic message remains intact as sent through various media and it reaches the correct publics

Why is the measurement of production considered skewed?

Because it measures quantity not quality.

Audience attention is highest at __ of message.

Beginning. It is wise to state the major point at the beginning, give detail in the middle, and end with a summary.

Semi-structured interview

Begins with a key set of questions for interview; but, allows informants to wander into interesting territory; later informants may be asked about these issues

Attitude

Behavioral inclination, affected by a belief.

Loyalty

Being faithful to clients and employers, but also honoring an obligation to serve the public interest. Core value of PRSA

utilitarianism

Bentham and Mill's concept-holds that all actions should be directed at producing the greatest good for the greatest number of people

SMCR

Berlow's model

Strategy

Broad approach to accomplish goals and objectives

Program planning: BUDGET

Budget impacts the scheduling of various media-related activities and all other aspects of the campaign; be prepared for the financial figure your client gave you to suddenly and dramatically change; you are constantly revisiting earlier aspects of the planning process

Zero Based Budgeting

Budget is restarted every year

public relations practitioners

Build honorable and ethical relationships between a organization and the public's that are essential to its sucess.

PR Consultants Payments

By hours of work, Retainer, By project, By placement

Qualitative Research

-"soft data" -open-ended questions, unstructured, exploratory -focus groups, interviews, observation (ethnography)

Ad Hoc plan

A plan created for a single, short term purpose; from the latin phrase meaning " for this purpose only".

Times vs Sullivan`

"Head their Rising Voices" was an advertorial in Montgomery, AL by students that claimed the police chief did things that were racist/harmful to the protesting students and he sued b/c they weren't true

Research vs. research methods

"Research" - activity of collecting data "Research methods" - means by which we collect data

Position Statement

"This is what makes us different from anybody else who does what we do"

Vision Statement

"This is where we're going and what we want to become"

Mission Statement

"This is who we are and this is what we do"

Obscenity

"Whether the average person applying the contemporary standards of the community taken as a whole appeals to the prurient interest in sex." (Basically::: jury of you peers, what's socially correct here and today, look at the work in its entirety, prurient=creates an unnatural craving for sex)

geographics

"the where," where do they live, in what general neighborhood, region, area are they located, what zip codes are associated with your ideal client, where do they work

ROI

(Return on investment) to show that their efforts have added to the bottom line

Noise

(Static), envelops communication and often inhibits it, physical and intangible forms.

VNR

(Video news releases) videotaped news stories that an organization produces and distributes to the news media (B-roll)

Two-way Symmetrical Communication (Grunig)

*ideal PR model -understanding is the principle objective, as opposed to persuasion

ethics

- Belief about right and wrong that guide the way we think and act. - Moral principles or values based on honesty and fairness that guide the behavior of individuals and groups.

Image (determinants of)

- Dress/appearance - Product quality - Product range - Business layout - Telephone technique

Five) Stages of planned PR

- Establish objectives - Identify publics - Develop strategies - Implement strategies - Evaluate

Code of Ethics

- PRSA values are advocacy, honesty, independence, expertise, loyalty, and fairness. - Has 6 core principles

Characteristics of a 'Crisis'

- Unwanted attention - Potential to lessen image - Negative media coverage

Specify the PRSA six "Core Principles"

- free flow of truthful and accurate info is an essential component of informed decision making & serving public interest. - Preserve the integrity of the communication process - be honest and accurate in all communication. - if practitioner is responsible for erroneous (wrongful) communication, then act promptly with correction. - preserve the free flow of unprejudiced information when gifts are exchanged in order to ensure that gifts are nominal, legal, and infrequent. - Safeguarding confidences to gain client trust by appropriately protecting any private information that they share. -

Rule 10b-5 of Security and Exchange Act

- no dissemination of false of misleading information/ can't knowingly tell lies of stockflow/knowledge in order to mislead people -Prohibits insider trading of security based on material not disclosed to the public (Martha Stewart)

Shannon Weaver communication model

- sender/source - message - channel - receiver - feedback - noise/static!

Festinger's cognitive dissonance

- we avoid information that conflicts with what we already believe -we seek out information to reinforce those beliefs - individuals subconsciously practice selective perception/retention

Quantitative Research

-"hard data" -close-ended questions, forced choices, highly structured, descriptive, explanatory -surveys, experiments, digital analytics

Objectives for Key Publics

-Awareness, opinion, or action you desire; not the process, but the end result -Articulate with verbs that reflect changes in awareness, opinion or behavior (recognize, acknowledge, know (awareness); favor, accept, oppose, thinks (opinion); purchase, endorse, discard, write, visit (behavior) -Phrase in terms of specific results you desire/think possible -Cite an public, outcome, attainment level, and time frame (who does what by when and by how much) -Same objectuve may fit a number of publics, but strategies may be different -Consider position you want to occupy in the mind of your key publics.

Evaluation

-Determine if you are meeting your objectives -Baseline (initial measure to which later outcomes are compared) -How to monitor feedback -What you will measure or observe, and how will you do that?

Challenges to ethical behavior

-Dilemmas -Overwork -Legal/Ethical confusion -Cross-cultural ethics -Short term thinking -Virtual organizations -Specific ethics challenges

Types of Objectives

-End Result -Output (not recommended) -Outcome -Audience Outcome *Informational Objective: e.g. "increase awareness", "to inform/educate" *Attitudinal Objective: e.g. "increase positive sentiments" *Behavioral Objectives: e.g. "purchase", "votes", "comments"

Strategies

-HOW you will approach the challenge of working towards your objectives

2-Step Flow Theory

-Lazarsfeld -ideas often flow from radio/print --> opinion leaders --> less active sections of the population (followers) -opinion leaders are catalysts/influencers -Types: Informal or Formal -Applications: *use of opinion leaders in the dissemination of information *word of mouth/electronic word of mouth -identify opinion leader -target opinion leader with message -ask them to pass along the message

PR campaign performance indicators

-Level of customer satisfaction vs after the campaign -Change in attitude v after - Sales before v after

Difference PR to advertising

-PR = free / advertising= has to be paid for - PR may or may not be published whereas advertising will appear wherever it is paid to do so.

Elaboration Likelihood Model (ELM)

-Petty & Cacioppo -Based on the level of involvement -people process message through 2 routes: 1. Peripheral 2. Central

Activities

-Specific activities required under your tactics to carry out strategies -Vehicles or channels you want to use to communicate

Tactics

-Specific ways you will use your resources to carry out your strategy and work toward objectives

How to Communicate in Crisis on Social Media

-Timing: Accuracy & Speed are both important -need to break the silence before the media/stakeholders -disclose/update accurate information -prepare drafts/templates for common uses

Media Uses & Gratifications Theory

-audience uses media based on needs & gratifications -entertainment, inform, reinforce opinions, decision-making about product/service, etc. -Application: ALS ice bucket challenge-why was it so successful on Facebook? Facebook's uses/gratifications= community, social validation, needs for self-presentation and social belonging

Questionnaire Design

-avoid biased wording, edit out leading questions (semantics) -use simple, familiar words -timing and context -watch questions that elicit politically correct or courtesy bias answers -be aware of answer categories -guarantee anonymity -use close-ended questions as much as possible -design questions so that answers can be easily coded -no more than approximately 25 questions -pretest instrument -use categories for demographic questions

Two-way Communication

-based on information process paradigm -e.g. Elaboration Likelihood Model (ELM)

PR ethics (with examples)

-behaving legally - not covering up harmful situation - not offering or accepting bribes - not withholding information - not issuing false statements

Industry Research

-formative/practical research to inform campaign strategies -solves a specific problem -case studies, content analysis, surveys, interviews, focus groups

PR's role in ecological approach...

-help organizations are living systems existing within an environment -monitor change - interpret these factors - work with management to change to be responsive -help organizations respond proactively to environmental change

Central Route

-high involvement -careful/thoughtful consideration of merits/arguments of the message -high level of elaboration -forms long-lasting attitudes

Types of audiences

-internal & external audiences -media can be an audience -primary & secondary audiences

ethical codes

-international codes -societal codes -professional codes -organizational codes -personal codes

Copyright

-lasts for lifetime +70 years under new act of 1976 -starts when work is in fixed form -after life+70 years it becomes public domain (doesn't include: title, slogan,speeches,ideas, works in the public domain) -other people can't use it unless they pay for it or unless it's for educational purposes

Peripheral Route

-low involvement -rely on message cues like credibility/attractiveness of the source -low level of message elaboration -forms attitudes that are likely to change

3 elements copyright owner must show to prove copyright has been infringed

-originality of the work -probable access by the infringer -substantial similarity of the unauthorized work to the original

the ecological approach

-our organizations are living systems existing within an environment -interdependent -survival-ability and adjust

Matching audiences with the media

-print for detail and contemplation -radio and video for flexibility and specific audience -television for emotional impact -online media for customized info of target audience -social media for reaching diverse audiences in new ways

Contingency plan

A plan created for use when a certain set of circumstances arises. Crises communications plans are an example.

5 questions that need to be asked when evaluating an organization

1.) What are the organization's stated goals in relation to its stakeholders groups? 2.) What communication activities has the organization used to fulfill those goals? 3.) Which communication activities are working well and are consistent with those goals? 4.) Which communication activities are not working well toward the achievement of those goals? 5.) Given the findings of this audit, what revisions in goals or communication activities are recommended?

Baby Boomers

1946-1964 define self by profession, well educated, question authority, competitive in careers, appreciation for leisure time, may retire later due to improved health and financial uncertainty

Generation X

1965-1980 independent, tech savvy, resourceful, heavy users of new media, tend to make purchases based on technological appeal

circumstances have changed, give information about new developments, use an unexpected spokesperson

3 ways to combat dissonnance

The goals of communication

3rd step of the PR process. Also called execution, is the most visible part of public relations work.

advantage, compatibility, complexity, trial-ability, observability

5 factors of communication

(Ten) Stages in a crisis communication plan

5 of Get the facts - a full understanding of what has happened before you respond Monitor the crisis - meet to assess how your response to the crisis is being perceived and evaluated by the publics Respond as quickly as possible - take control and be decisive with the response Essential information - determine what publics, including the media, want to hear to avoid claims of a cover up Chain of command - centralise who is to make decisions and who is to implement them.

____% of individuals retain what they see and hear. This is why speakers use visual aids.

50

situation, objectives, target audience, strategies, tactics, calendar, budget, evaluation

8 steps of a PR plan

How many people is required for a focus group

8-12

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Systematic Tracking provides ____

A baseline to determine whether an organization's publicity efforts paid off in terms of placements and mention of key messages. Graphically show the percentage difference in measured audience performance as a result of PR campaign components.

Simple random sampling

A basic and often impractical form of probability sampling that involves assigning a number to every person with in the sampling form, followed by a random selection of numbers

Simple Random sampling

A basic and often impractical form of probability sampling that involves assigning a number to every person within the sampling frame, followed by random selection of numbers

social diffusion theory

A belief that people have the power to influence the actions of others in their peer group

Strategy

A broad statement of how we are going to use our resources

Brainstorming

A collaborative and speculative process in which options for possible courses of action are explored

belief

A commitment to a particular idea or concept based on either personal experience or some credible external authority

DVD

A computer disk that stores multimedia messages in a digital format.

Cause marketing

A concentrated effort on the part of an organization to address a social need through special events and, other marketing tactics. This promotional strategy uses joint funding to link company sales to a charity or other public cause that receives a portion of sales revenue as a donation.

Intranet

A controlled access internal computer network available only to the employees of an organization

Photo opportunity sheet

A document that promotes the visual interest of an upcoming event. Sent to photojournalists and television stations. When appropriate, they are included in media kits.

Issues management

A form of problem - opportunity research in which an organization identifies and analyzes emerging trends and issues for the purpose of preparing a timely and appropriate response

strategy

A general description of the actions/tactics practitioners propose to achieve a plan's objectives.

Aware Publics

A group whose members are aware of the intersection of their values with those of your organization but haven't organized any kind of response to the relationship.

aware public

A group whose members understand that they are united by a common interest, value, or values in a particular situation but who have not yet formed plans or acted on their interest or values.

Latent Publics

A group whose values have come into contact with the values of your organization but whose members haven't yet realized it.

Sampling error

A measure of how precise a poll really is; probability sampling techniques are needed in order to calculate

Press Agentry

A one-way model of PR that uses persuasion and manipulation to influence the publics as the organization desires.

Public Information

A one-way model of PR that uses press releases and documents to distribute information. "Journalists-in-residence"

Media kits

A package of documents and other items offering extensive coverage of a news story to the news media. A media kit contains at least one news release, backgrounders, thank sheets, photo opportunity sheets, and product samples

Person-Organization Fit

A person's level of comfort and how well they fit in at a company or organization.

Pitch

A persuasive message sent by a public relations practitioner to a journalist (via letter, email, or telephone)


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