UF PUR3801 Spring '21

Evaluation criteria should be

(1) useful to the organization by being clearly linked with the established objectives; (2) realistic, feasible and appropriate as to cost, time or other resources; (3) ethical and socially responsible; (4) credible, with accurate data; and (5) presented in a timely manner.

Dialogue involves four goals useful to public relations:

1. To provide for an information exchange between individuals or groups 2. To help communication partners make responsible and personally acceptable decisions 3. To help revive the original vitality of a relationship 4. To foster a deep relationship that continues to unite communication partners ever more closely

Interpersonal Communication Tactics

-Personal involvement Organizational-site involvement, audience-site involvement -Information exchange Educational gathering, product exhibition, meeting, public demonstration, speech -Special event Civic, sporting, contest, holiday, progress-oriented, historic, social, artistic, fundraising, publicity

Value-Added Public Relations

1. helps organizations survive, by reversing negative opinions, promoting awareness of organizational benefits to the community and effecting balanced media coverage. 2.helps organizations make money, by generating publicity about products and services as well as the organization's plans and accomplishments; attracting new customers, volunteers, donors and stockholders; and improving employee performance and productivity. 3. helps other organizational functions make money, by creating an environment of understanding and goodwill, influencing supportive legislation and enhancing fundraising efforts. 4. helps organizations save money, by inducing favorable legislation, retaining members and minimizing negative publicity during crisis incidents. 5. helps organization weaken opposition, by generating favorable public opinion and obtaining cooperation from governmental and other organizations. 6. helps organizations save lives, through social goals such as advancing highway safety, medical care and research, and so on.

Approaches to Research Design

1.After-only study 2.Before-and-after study (pretest/post-test) 3.Controlled before-and-after study

Barcelona Declaration of Research Principles

1.Goals & objectives are foundational for measurement 2.Outcomes more important than outputs 3.Business/organizational results should be major focus 4.Quality more important than quantity 5.Advertising Equivalency is useless measurement approach 6.Social media should be measured against objectives 7.Measurement should be transparent & replicable

Types of Reactive Strategies

1.Pre-emptive action 2.Offensive response 3.Defensive response 4.Diversionary response 5.Vocal commiseration 6.Rectifying behavior 7.Deliberate inaction

______ is an offensive response strategy of claiming that an accusation of wrongdoing is an attempt to impugn the organization's reputation by an accuser who is Step 5 Formulating Action and Response Strategies 99 Phase Two Step 5 negligent or malicious

An attack

___ a type of persuasion technique that use similar situations and allusions to help your audience understand new ideas, specifically by making a comparison between two things that are essentially different but nevertheless strikingly alike in an important aspect. For example, cars double-parked on a congested city street can be analogous to the effect of cholesterol in clogging arteries

Analogies

Ways organizations can generate news

Awards Contests Select personnel to head/start a project Comment on a local issue Conduct research on a local issue Launch a campaign Give a speech Involve a celebrity Tie to an issue already high Localize

___ helps the audience quickly and easily understand your message. To accomplish this, use words precisely, with an eye to their exact and commonly understood meaning

Clarity

Charisma

Familiarity Likeability Similarity Attractiveness

Negative emotional appeals

Fear Guilt Hate

___ deal with one of the strongest human emotions, are intended to arouse anxiety or worry among receivers, such as advertising that focuses on Step 6 Using Effective Communication 131 Phase Two Step 6 the fear of body odor or political messages centered on the alleged disasters that await the public if the opposing candidate is elected

Fear appeals

Step five of strategic planning

Formulating action and response strategies

Appeals to a personal sense of guilt or shame comprise another negative message strategy, one that is the flip side of the virtue appeal. Consider the "Buy American" theme

Guilt

"Who says what to whom with what effect." We might add "how" and perhaps even "why" to this formula

Harold Lasswell verbal formula

___ is a type of justification based on an appeal to ethical, moral or spiritual values, such as leaders of a church protest against the death penalty who explain that their actions, though perhaps unpopular with some church members, are nevertheless in line with, even commanded by, their religious principles

Idealism

seat-of-the-pants evaluation

Judgmental assessments

___ consciously attempts to influence people, using ethical means that enhance a democratic society...it is not coercion or propaganda.. it is associated with advocacy.

Persuasion model

Control

Power Authority Scrutiny

___ words or phrases that imply more than is warranted. Avoid them, because they can mislead readers. Examples of pretentious language are "experienced vehicles" for used cars or "follically impaired" for bald

Pretentious language is

Types of Special Events

Recitals, sporting events, parades, civic celebrations, observances progress oriented activities.

When an organization does something to repair the damage done to its publics.

Rectifying behaviour strategies

____ tries to distance the organization from criticism. It involves offering an agreeable name in replacement of a negative label that has been applied by others

Relabeling

SiLoBaTi + UnFa

Significance Local Balance Timeliness Unusualness Fame

CPM (cost per thousand)

The media cost of exposing 1,000 readers to an ad.

Rhetorical Tradition

The use of communication to influence ideas and actions and to strengthen relationships

___ occurs through written and spoken words. The right words— and the right use of those words—can effectively present your organization's message to its publics

Verbal communication

Types of social media

Wiki- collaborative community website, allows any user to edit the content of the website by adding material, modifying it , even deleting it if they wish. Blog- open-to-all website maintained usually by an individuals. Hey feature postings of commentary, news, photos and graphics and links to other blogs or sites. Podcast- internet-based audio feed that allow users to listen to postings.

noted that a good reputation—an organization's most valuable asset—is built on performance rather than on mere words

Davis Young

Outputs Evaluation

is a measure of communication products and their distribution •Message production •Message dissemination •Message cost analysis •Publicity value; media relations rating points •Advertising value equivalency/AVE

Sponsorship ___

is a significant strategy for programs oriented toward community relations

Audience targeting is ___

is the ability to take your full audience of prospective customers and segment it into groups based on different criteria, including online behavioral characteristics, demographics, interests, psychographics and intent.

A benefit of most evaluative research is that ___

it is unobtrusive—the research subjects do not know they are being observed, at least not until after the fact, when their awareness of being observed can't affect what they have already done

five levels of evaluation:

judgmental assessments; evaluation of communication outputs; and evaluation of awareness, acceptance and action

research points out that ___ is the one best remembered

last point made

In a proactive measure, the organization can _____

launch a communication program under the conditions and according to the timeline that seem to best fit the organization's interests

Persuasion is particularly associated with the ____ to strategic communication, in which an organization presents its point of view in an attempt to convince its publics to give their agreement and support

advocacy or asymmetric approach

___, who essentially are vocal proponents for causes, and ___, who are more inclined to act out their support for the cause

advocates activists

The Fog Index (also called the Gunning Readability Formula) is ___

an easy-to-use tool that helps writers measure the level of reading difficulty for any piece of writing and then adjust the writing according to the skills of their audience

Justification is when ___

an organization admits it did the deed but did so for good reason.

context ___

an organization asks its publics to "look at it from our side."

good intention ___

an organization attempts to soften the blow of bad results by claiming that it was trying to accomplish something positive

Association

an organization claims that it more-or-less inherited a problem

Lack of control

an organization reports that its actions were forced upon it, such as the manager of a local manufacturing plant who blames local employee layoffs on decisions made at national corporate offices.

Provocation

an organization saying it had no choice. It shift the issue to exterior forces.

Victimization

an organization shows that it was the target of criminals

Accident

an organization suggests that factors beyond anyone's control led to a problem

The classical term for a communication response to negative situations is ____, a formal defense that offers a compelling case for an organization's opinions, positions or actions

apologia

Often the objective behind this strategy is to encourage an opponent to retreat or at least to refrain from future criticism.

attack strategy

Proactive strategies include both _____

communication and action

By highlighting the characteristics or values related to an issue, ___ can liken it to something else the audience might understand

comparisons

Vocal Commiseration Strategies

concern condolence regret apology

Dialogue also generates two management practices: ___ & ____

consensus building and conflict resolution

___ involves taking steps to contain a problem, repair the damage and/or prevent its recurrence. This is a strategy that can serve the mutual interests of both the organization and its public

corrective action

Three C's of Effective Communication

credibility, charisma, control

Wiener's ___ of communication was more circular in design, involving feedback from the receiver to influence the sender. This model is a bit more focused on two-way communication.

cybernetic model

Shock Strategy

deliberate agitation of the mind or emotions, particularly through the use of surprise, disgust, or some other strong and unexpected stimulus; Seldom offers a long-term positive strategy for any organization unwilling to be seen as out of step with mainstream values of decency and fair play

strategic silence

deliberate inaction no response → shorten the life span of a crisis

___ is a defensive strategy in which the organization refuses to except blame, claiming that the reputed problem doesn't exist or didn't occur, or if it did, that it's not related to the organization

denial

Gantt chart ___

developed by engineer Henry Gantt during the First World War to track shipbuilding projects. The Gantt chart lists each tactic and the various associated tasks, then indicates the time needed for each task

(Proactive) Action strategies include ___

enhancement of org. performance, audience participation & special events development of alliances and coalitions sponsorships activism

Judgmental assessments are ____

evaluations made on hunches and experience. This type of informal feedback is common in public relations and marketing communication. It is the kind of research that everybody seems to do, because it comes naturally

The use of techniques such as toll-free phone numbers, surveys, question-answer sessions, interactive Web sites and similar tools are part of ___

feedback

sandwich the information

first present your side—the first argument often is perceived as the strongest. Then present and refute the opposing arguments. Finally restate your position, because of the power of the last word

Framing ____

focuses on presentation of the story and organizes discourse about the topic

In responding to outside forces, organizations should develop objectives such as ___, ___ & ____

gaining public understanding maintaining and restoring reputation rebuilding trust and support.

Propaganda

half truths and hidden agendas

Cultivation Theory

idea that long-term immersion in a media environment leads to "cultivation," or enculturation, into shared beliefs about the world

transparent communication

identifies the problem, gets people interested in it, airs the various options and otherwise creates a climate of understanding and involvement before plans are announced that affect the publics

Theory of Image Restoration

in the face of criticism, both people and organizations seek to maintain or rebuild a positive reputation.

a reactive measure responds to _____

influences (positive or negative) and opportunities from its environment.

The communication process models include:

information model (press agentry & public information; cybernetics) Persuasion model (focus on advocacy and attempts to influence; v/ propaganda) Dialogue model (rooted in relationships; consensus building; conflict resolution)

From the journalistic perspective, news is ___

information that involves action, adventure, change, conflict, consequence, contest, controversy, drama, effect, fame, importance, interest, personality, prominence, proximity and dozens of other attributes often listed in journalism textbooks

Denial comes in the form of:

innocence ("We didn't do it") mistaken identity ("You have us confused with someone else") blame shifting ("So-and-so did it")

Reiteration refers to ___

internal repetition of the main ideas within a persuasive message. presenting the same message in different forms, with different words and different examples, each reinforcing the other

Rectifying behaviour strategies include

investigation corrective action restitution repentance

Threat

involves the promise that harm will come to the accuser or the purveyor of bad news. The threatened harm may be in the form of a lawsuit for defamation, for example

The value of news is magnified by two more elements: ___

unusualness and fame.

Love appeals can

vary—bittersweet poignancy, family togetherness, nostalgia, pity and compassion, sensitivity, sympathy or any of the many other sides of love

Logical and emotional appeals can be communicated either ___ or ___

verbally or nonverbally

Appeals based on ___ can evoke any of the various values that society or individuals hold in esteem. These are qualities that most people treasure. Recall how patriotic appeals inspired record levels of volunteerism, blood donations, and financial contributions to relief agencies in the wake of the attacks on the World Trade Center and the Pentagon

virtue

Symbols are ___

visual representations of realities beyond themselves, symbols are among the most effective ways to communicate

___ are special kinds of symbols, which visually identify businesses, nonprofit organizations and other groups

logos

advertisers look for five characteristics when selecting spokespersons:

must be trustworthy readily recognizable affordable at little risk for negative publicity appropriately matched with intended audiences

___ is one of the strongest proactive strategies because something truly newsworthy is almost guaranteed to gain the attention of the news media and, through them, the organization's other publics

news

(Proactive) Communication strategies include ___

newsworthy information transparent communication

relationship between certainty and probability:

while physical evidence can prove something true and thus beyond argument, verbal evidence can show only greater or lesser probabilities that something is true.

Mitigation

with the admission that the problem occurred but that blame is lessened because of a factor such as impairment, illness, coercion, lack of training and so on

Visual Supporting Evidence

photographs, charts, graphs and diagrams as visual aids in presenting statistical and technical information

Message Content

•Clarity •Readability •Salience •Power words •Program/product names & brands •Strong quotes •Ethical language (pretentious language; doublespeak) •Legal language (defamation: libel, slander; privacy)

Types of diversionary response strategies

•Concession •Ingratiation •Disassociation •Relabeling

Theory for Strategic Communication

•Consistency (balance, symmetry, congruity) •Cognitive Dissonance (selective exposure, perception) •Cultivation (mean world syndrome) •Diffusion of Innovations •Gatekeeping Spiral of Silence •Uses & Gratifications

Conventional Communication Categories

•Controlled v/ uncontrolled •Internal v/ external •Mass v/ targeted •Popular v/ trade •One-way v/ interactive •Public v/ nonpublic •Print v/ electronic v/ digital •Owned v/ earned v/ paid

Defensive Response Strategies

•Denial •Excuse •Justification •Reversal

Data Analysis & Reports

•Evaluation Report After the evaluation is completed and the information gathered and analyzed, make sure it is presented in a form that is understandable and accessible to decision makers within the organization.

Types of Propositions

•Factual •Conjecture •Value •Policy

Campaign Schedule

•Frequency of tactics Number & pattern of messages presented to a public Principles: multiple presentations, repetition Patterns: continuity, flighting/bursting, pulsing, massing •Message reach Number of different people in a public who are exposed to a single message

When to Evaluate

•Implementation Report •Progress Report •Final Report

Menu of Strategic Communication Tactics

•Interpersonal communication (face to face) •Organizational media (owned) •News media (earned) •Advertising & promotional media (paid)

Nonverbal Communication

•Kinesics (body language) •Occulesics (eye behavior) •Proxemics (social space) •Haptics (touching) •Vocalics (vocal cues) •Chronemics (time)

How to Evaluate Awareness Objectives

•Message exposure; media impressions •Message content •Readability measures •Message recall

Response strategies include _____

preemptive action offensive and defensive responses, diversion, commiseration, rectifying behavior and strategic inaction

One sided arguments ___

present the organization's or speaker's point of view but not the opposing views. This kind of argument is useful in reinforcing opinions, because it doesn't confuse the audience with alternatives. (less effective in changing opinions)

theory of accounts

refers to the use of communication to manage relationships in the wake of rebuke or criticism

___, involves admitting sorrow and remorse for a situation. Like compassion, ___ does not necessarily imply fault; in fact, statements of ___ may specifically disclaim any liability.

regret

The strongest type of rectifying behavior, it involves both a change of heart and a change in action. It signals an organization's full atonement in the classic sense that it turns away from a former position and becomes an advocate for a new way of doing business

repentance

A value proposition identifies ___

the virtue of something, such as the merits (or folly) of health-care reform

Reversal

the weakened party becomes the stronger one. A strategy in which an organization that finds itself under criticism gains the upper hand

Adaptation

the willingness and ability of the organization to make changes necessary to create harmony between itself and its key publics.

Mathematical Theory of Communication

theory that identifies a model for one-way communication, moving from sender to receiver

Uses and Gratifications

theory that looks at the ways media consumers choose media to meet their needs

___ serves the mutual interests of the organization and its publics. It involves making amends by compensating victims or restoring a situation to its earlier condition. Such a response may be forced upon an organization through the legal process, but some organizations have found it beneficial to offer restitution before it is required.

restitution

Appeals based on ___ range from nudity to double entendres to outright shock. These sexual messages can be effective in commanding attention, though audience demographics affect how that attention is received

sex

According to the textbook, we define news as

significant information relevant to the local area, presented with balance and objectivity and in a timely manner

Analogies usually are presented as ____

similes and metaphors

A factual proposition states that ___

something exists, based on provable (usually physical) evidence. For example, proof of an increase in urban air pollution may be environmental tests

persuasive model of public relations

to convince their publics to conform to the offerings of the organization

A parallel principle of sponsorship is ____

to give away something that you already own

A conjecture proposition states that ___

something probably exists, based on reasoned conclusion drawn from physical evidence, and asks audiences to agree with the conclusion. An example of this is a conclusion for or against the continuation of affirmative action regulations, in which the conclusion flows logically from the facts as they are presented.

mutual relationship model

sometimes the organization will need to change

Slander

spoken defamation

Special events are ___

staged activities that give the organization an opportunity to gain the attention and acceptance of key publics

some of the tactics associated with the strategy of activism: ___

strikes, pickets, sit-ins, petitions, boycotts, marches, vigils, rallies and outright civil disobedience

Audience engagement involves ___

strong two-way communication tactics and engaging audiences and public in your communication activities. 1. Audience interest 2. Audience participation 3. Audience feedback

____ can be built on activities that bring individual members of your publics into direct contact with the products and services of your organization

Audience participation

Offensive Response Strategies

•Attack •Embarrassment •Shock •Threat •Standing firm

How to Evaluate Acceptance Objectives

•Audience feedback •Benchmark (baseline) study

Four conditions warrant the use of one-sided arguments:

(1) The audience is friendly and already agrees with your position (2) its members have low educational levels (3) your position will be the only one presented (4) the objective is immediate opinion change

Hearit suggests a threefold approach: persuasive accounts offering

(1) an explanation and if necessary a defense (2) statements of regret (3) disassociation tactics to separate the organization from the problem

Information model

-Conceptual approach to communication that focuses on the content and channels of communication. -It involves a message sent by a source to a receiver with ideas encoded and interpreted through symbols that are transmitted person to person or through some technical connection

Dialogue model

-Involves the deeply conscious interaction of two parties in communication. -a sincere and competent attempt at mutual understanding, paralleling the symmetrical model of PR.4 goals: -nurturing information exchange between individuals or groups -helping communication partners make responsible and mutually acceptable decisions -reviving the original vitality of a relationship -depending a relationship that continues to unite communication partners ever more closely. It generates two Management particles, consensus building and conflict resolution.

News Subsidies

-Reporters can evaluate the accuracy of information presented and check the claims being made before the story is presented to readers, listeners or viewers. This added credibility can go a long way toward achieving the acceptance objectives of the organization.

Hawthorne effect

A change in a subject's behavior caused simply by the awareness of being studied

publicity stunt

A planned event designed to gain exposure and get the attention of the public.

Diffusion of Innovation Theory

A theory developed by E.M. Rogers to explain how a new idea or product gains acceptance and diffuses (or spreads) through a specific population or subset of an organization.

Model of Overlapping News Interests

A. Information about organization B. Interest of news media C. Interest of key public

Tangible deeds undertaken by organization to achieve its objectives

Action Strategies

Media Theory & Public Relations

Agenda Setting Priming Framing

_____ tend to be less formal, more loosely structured, and perhaps smaller than _____, but both seek to forge relationships, often new ones, with groups that share similar values and concerns

Alliances Coalitions

___ publicly accepting full responsibility and asking forgiveness.

Apology

Pathos:

Appeal to sentiment; it relates to our feelings, creating an emotional appeal, either positive or negative

The first person to study persuasive communication systematically was ___

Aristotle

This involves using strong two-way communication tactics and engaging your audiences and publics in your communication activities.

Audience Participation (engagement)

Brand vs. logo/symbol

Brand- articulation of an organizations purpose, the way it is preset and to customers, employees and other publics. Has slogan (catchphrase), tag line. Logo- symbols that visually identify ., nonprofit organizations and other groups, Symbol- visual representation of realities beyond themselves. Good symbols have a complex and rich psychological impact on people who see and use them

___ a particular type of physical artifact, often takes on symbolic proportions. This is why much attention often is paid to military uniforms, academic attire, religious vestments, ethnic apparel or royal garb, where each design element often has a special meaning.

Clothing

Testimonies and Endorsements

Comments by witnesses and people who have used your organization's product or service or who espouse an idea your organization supports can provide effective verbal evidence

Approaches to communication undertaken by organization to achieve its objectives

Communication Strategies

Logos: Appealing to Reason

Communication effectiveness based on the rational appeal of the message

___ are the visible elements of a strategic plan. They are what people see and do—web sites and news releases, tours and billboards, and so much more

Communication tactics

Outtake

Concept public takes away Example: Audience understanding following speech

___ is a type of vocal commiseration in which the organization expresses that it is not indifferent to a problem, without admitting guilt

Concern

____ a diversionary strategy by which the organization tries to rebuild its relationship with its publics by giving the public something it wants. The focus here should be on something that is mutually valued by both the organization and its public.

Concession is

___ in which the organization expresses grief over someone's loss or misfortune, again without admitting guilt

Condolence

Deliberate inaction strategies

Considered decision by an organization under siege to offer no substantive comment

Step 6 of the communication process is ___

Developing the message strategy

___ is a diversionary strategy that attempts to distance an organization from the wrongdoing associated with it. Effective when a mishap occurred not because of organizational policy but because policy was not observed, especially when the organization was severing ties with the cause of the problem

Disassociation

___ attempts to shift the gaze of the publics from the problem associated with the organization

Diversionary response strategies

____ outright dishonest language meant to obscure the real meaning behind the words. Don't use such language. Besides being unethical, it invites the obvious criticism that the organization is trying to hide the facts. Examples of doublespeak include military terms such as calling civilian wartime deaths "collateral damage" or genocide "ethnic cleansing"

Doublespeak

___ is when an organization tries to lessen an opponent's influence by using shame or humiliation.

Embarrassment

___ is communication effectiveness based on the character of the speaker and on the common ground shared by speakers and audiences.

Ethos

Aristotle identified three central elements of rhetoric that today remain as cornerstones of persuasive communication: ___

Ethos: appeal to credibility Pathos: appeal to emotion Logos: appeal to logic

Step 9:

Evaluating the strategic plan

___ is a defensive strategy in which an organization tries to minimize its responsibility for the harm or wrongdoing. It can take several forms, including provocation, lack of control, accident, victimization and mere association.

Excuse

Public Relations Metrics

Exposure metric How publics are exposed to message Engagement metric How publics interact with organization and each other Influence metric How message exposure & engagement impact perceptions & attitudes Action metric How public acts on the message

information subsidy

Facts, quotes, background material and other information provided to journalist •from a public relations source •provided to journalist in their news-gathering efforts

Budget

Fixed (specific costs associated with each budget item) Variable (range of costs possible with each budget item)

Rhetorical Tradition books

Homer: The Iliad and the Odyssey Corax: handbook on rhetoric

Company spokespeople

In identifying organizational spokespersons, don't confine yourself to a single individual if more than one would better serve your communication needs with various publics. Your organization must speak with a single voice, but this may be accomplished effectively with two or more speakers presenting coordinated and complementary messages. T

___ focuses on the content and channels of communication. It involves a message sent by a source to a receiver, with ideas encoded and interpreted through symbols (words or images) that are transmitted person-to-person or through some technical connection

Information

Three varieties of communication in PR

Information Persuasion Dialogue

Strategic news

Information involving your organization that is of interest not only to the news media but also to your key public

Direct news

Information that, though the news may not care about it, nevertheless is of interest to the key public.

cognitive dissonance

Inner tension that a consumer experiences after recognizing an inconsistency between behavior and values or opinions

___ is rectifying behavior in which the organization promises to examine the situation and then to act as the facts warrant.

Investigation

Positive emotional appeals

Love Virtue Humor Sex

Types of budgets

Material (brochures, banners, software...) Media Equipment & Facilities (computers, scanners...) Administrative (Phones, copies, travel deliveries...)

Agenda Setting Theory

McCombs and Shaw. The correlation between the media agenda (issues the media report on) and the public agenda (issues the public is interested in).

Earned Media:

Newspaper General-interest, trade, special-interest, special-audience, organizational 2.MagazinePopular (same categories as newspaper) 3.News Blog 4.RadioTerrestrial, online, satellite 5.Television Terrestrial, cable, online, satellite 6.Direct News Subsidy News fact sheet, event listing, interview notes, news release, feature release, audio news release, video B-roll, video news release, social media release, transmedia news package, media kit, online newsroom 7.Indirect News Subsidy Media advisory, story idea memo, query letter 8.Opinion Subsidy Position statement, letter to editor, guest editorial 9.Interactive Media Engagement News interview, news conference, studio interview, satellite media tour, editorial conference

Standing firm

Not deviating from the organizational message

___ based on the premise that the organization is operating from a position of strength in the face of opposition.

Offensive Response Strategies

Message Structure

One side or two sides of an argument the order of presentation and the value of drawing conclusions or making recommendations.

___ refers to the way the argument unfolds. Should you present arguments in order of least to most important or vice versa? It generally doesn't seem to matter, as long as you are consistent.

Order of presentation

the first and most important area to consider when weighing various strategic communication initiatives

Organizational Performance

was designed to identify the quality of the product or service associated with the issue being addressed (One of the first questions in the formative research phase)

Organizational Performance

Nine categories of action strategies

Organizational performance Audience engagement Special events Alliances & coalitions Sponsorships Strategic philanthropy Corporate social responsibility Volunteerism Activism

Packaging communication tactics

Packaging by media category •By public •By goal •By objective •By department

Categories of communication strategies

Publicity Newsworthy Information Generating News Transparent communication

Outcome

Results achieved through outputs Examples: number of new recruits, amount of money raised

____ criticized rhetoric as verbal maneuvering that could make right seem wrong and important appear unimportant. They called for a grounding in truth and taught some of the skills associated with ethical communication, such as logical organization of ideas

Socrates and his student Plato

It involves either providing a program directly or providing the financial, personnel or other resources the program requires

Sponsorship

Credibility

Status Expertise Honesty Competence

Physical Artifacts.

Symbolic value is sometimes attached to ___, such as the gavel used by a presiding judge or the badge worn by a police officer

framing effect

The decision-making bias that results from the way a decision, question, or problem is worded (presentation of the story to organize & influence public discourse)

Mean World Syndrome

The perception of many heavy television watchers of violent programs that the world is a more dangerous and violent place than facts and statistics bear out.

selective exposure

The process by which individuals screen out messages that do not conform to their own biases.

It deals with the awareness objectives of increasing knowledge and understanding. ___ simply means making your case

Transparent communication

___ present both the pros and the cons of an issue, though not necessarily objectively. They usually criticize the opposition's position. Two-sided arguments are necessary with better-educated audiences, with audiences that are undecided on an issue, and with audiences aware that another side of the issue exists

Two-sided arguments

How to Evaluate Action Objectives

•Audience participation •Direct observation •Relative media effectiveness

Alliances and Coalitions

When two or more organizations join together in a common purpose

Output

Work done in public relations activity Example: Number of news releases sent

pseudoevents are ___

a gimmick or mere publicity stunt planned mainly to gain publicity and having little value beyond tha

A policy proposition identifies ___

a new course of action and encourages its adoption, such as advocacy for changing the legal drinking age or for beginning a school dress code.

PERT Chart (Program Evaluation and Review Technique)

a process first developed for the Polaris missile system in the 1950s. This chart, lists tasks within circles, with arrows indicating how one task flows into another. PERT charts generally include dates and assignment to particular individuals, though they lack the calendaring aspect of the Gantt chart

Consensus building is ___

a process of identifying and then preventing or overcoming barriers between people and/or organizations

dialogic communication is characterized by

a relationship in which both parties genuinely care about each other rather than merely seek to fulfill their own needs

The Streisand effect is ___

a social phenomenon that occurs when an attempt to hide, remove, or censor information has the unintended consequence of further publicizing that information, often via the Internet

prebuttal

action which is taken before the opposition launches its first charge against the organization

___ a confrontational strategy focused mainly on persuasive communication and the advocacy model of public relations

activism

triggering events

activities that generate action among your key publics. Examples are speeches that conclude with an invitation for the audience to sign a petition or an open house that ends with an opportunity to join

strategic philanthropy___

businesses seek community relations gestures with an eye toward their employees and customers

Colors

can be symbolic or emblematic—green for environmental issues, pink for Owens-Corning fiberglass insulation and so on. But the symbolic value of colors is socially defined

Corporate social responsibility

doing good, based on mission & goals

Volunteerism

employee participation in community

To evaluate goals, measure each associated objective

•Awareness Objectives •Acceptance Objectives •Action Objectives

priming

explains how the media set the stage to provide context for public discourse on a topic

Appeals based on ___ can be very powerful because comedy and amusement are strong human instincts. ___ is useful in reinforcing existing attitudes and behaviors, but it generally is not very effective in changing them

humor

Strategic inaction

making no statement and taking no overt action; Organization simply waits it out and allows the situation to fade

conflict resolution involves ___

making peace and restoring harmony, often with communication as the primary tool

Audience measurement ____

measures how many people are in an audience, usually in relation to radio listenership and television viewership, but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites.

drawing conclusions

most of the findings suggest that making a recommendation or drawing a conclusion usually is more effective than leaving it to the audience to draw its own conclusion

According to Keith Michael Hearit, an apologia ___

offers an organization a strategic opportunity to manage its reputation in the wake of accusations of wrongdoing

Celebrity Spokespersons

often are used because they are charismatic and familiar. Entertainers and sports figures frequently are spokespersons for companies and social causes

Strategic communication planners have many options about what their organization can do and say on any particular issue. These actions can be either: ____ or ____

proactive or reactive

Public relations strategies initiated by the organization are called ___

proactive strategies

the most effective strategies because they are implemented according to the planning of the organization, rather than because of a need to respond to outside pressure and expectations from publics

proactive strategies

Spiral of Silence

proposed by Elisabeth Noelle-Neumann. It states that a social group or society might isolate or exclude members due to the members' opinions. OR The tendency of people to remain silent when they feel that their views are in opposition to the majority view on a subject

The primary idea in a speech, editorial, advertisement, television program or some other communication vehicle is called ___

proposition or a claim

The use of statistics can

provide clear and hard-to-dispute facts to make the best case. For example, it is easy to argue the superiority of a particular automobile with statistics dealing with safety, cost and other easily understood data

When accusations or other criticisms have been made, an organization is thrown into ___

reactive mode

Defamation

the action of damaging the good reputation of someone; slander or libel. (1) false information (2) published or communicated to a third party (3) that identifies a person (4) and holds that person up to public hatred, contempt or ridicule (5) while involving some measure of negligence and/or malice on the part of the communicator

Dialogue involves ___

the deeply conscious interaction of two parties in communication

saliency of the information (interest)

the degree to which information is perceived as being applicable or useful to the audience

Doublespeak

the deliberate misuse of language to distort meaning

The concept of prebuttal is based on the observation that ___

the first one to tell the story sets the tone, against which all alternative versions must compete

power words

the name for terminology and definitions that are so influential that they often can determine public relations success for a movement or campaign

halo-effect bias

the observer's perception of one characteristic of an individual dominates other perceptions to result in undifferentiated overall impression, positive (halo), negative ( horns)

Ingratiation

the organization attempts to manage the negative situation by charming its publics or "tossing a bone," giving something of relatively little significance to the organization in an attempt to turn the spotlight away from the accusations and criticisms. Questionable ethical standings.

Vocal Commiseration Strategies is when ___

the organization expresses empathy and understanding about the misfortune suffered by its publics

Gatekeeping

the process by which a relatively small number of people in the media industry control what material eventually reaches the audience

perception

the process of organizing and interpreting sensory information, enabling us to recognize meaningful objects and events

strategic ambiguity

the purposeful use of symbols to allow multiple interpretations of messages

Libel

written or broadcast defamation

verbal evidence includes

•Analogy •Comparison •Example •Statistic •Testimony / endorsement

Blending Advertising & Program Content

•Native Advertising (aka sponsored news)advertising placed within a medium to match the medium itself; example, a print ad designed to look like a news story •Product Placement (aka branded entertainment) advertising embedded within a program; example, use of a particular auto brand in a TV show or movie •Digital Insertion advertising with images altered electronically; example, inserting of company logo on video images, with different logos used for different audiences

Campaign Budget

•Personnel (staff, consultants, freelance, subcontractors) •Material costs •Media cost (hourly/per diem, project/fixed, retainer, performance) •Equipment & facilities •Administrative costs

Paid Media: Advertising & Promotional Tactics

•Print Advertising Magazine, newspaper, advertorial, directory, house ad •Electronic Media Advertising TV, cable TV, radio, digital media, long-form TV/radio •Out-of-Home AdvertisingOutdoor poster, arena poster, signage, out-of-home video, transit, aerial, inflatable •Promotional Items Branded clothing, costumes, office/home accessories, direct-mail items

Owned Media: Organizational & Social Media

•PublicationSerial/newsletter, stand-alone/brochure, progress report, user kit, research report, miscellaneous print •Direct mailLetter, memo, postcard, invitation, catalog •Electronic media Audio/podcast, video/nonbroadcast/streaming, electronic publishing •Digital media Email, online publication, mobile device, website •Social media Blog/microblog, collaboration/wiki, social network, news aggregate, media sharing, customer review

Deliberate inaction strategies include:

•Strategic silence •Strategic ambiguity •Strategic inaction

Visual Communication

•Symbol •Logo •Physical Artifact •Clothing •People •Mascot •Color •Music •Language

Campaign Plan Book

•Title page •Executive summary •Table of contents •Statement of principles/philosophy (optional) •Situation analysis (Phase 1) •Strategic approach (Phase 2) •Tactical recommendations (Phase 3) •Schedule •Budget •Evaluation plan (Phase 4) •Consultant credentials & resources(optional)

Errors of logic

•Unwarranted conclusion •False assumption •Attacking the person •Appeal to unrecognized authority •Misuse of statistics