PR CH. 1 - 12 ALLL
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.
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
???
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
image restoration
PAGE 178
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
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
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
Tumblr
???
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)
