APR flashcards
(44 cards)
What are three additions Wilbur Schramm made to the Shannon-Weaver communication model?
- Social environment
- Context of relationship
- Two-way symmetrical communication
- Frame of reference for each communicator
Name five barriers of communication identified by Walther Lipman.
- Artificial censorship
- Gatekeepers in the media
- Shrinking news holes
- Limitation of social contact
- Meager time available
- Distortion via soundbites
- Difficulty condensing message
- Fear of facts
Name Lipman’s 7 Cs of Communication which can overcome communication barriers.
- Content
- Context
- Continuity
- Channels
- Clarity
- Credibility
- Capability
What are the four types of publics based on their behavior toward an issue?
- All issue public
- Single issue public
- Hot issue public
- Apathetic public
What are the four types of publics based on the effect of the issue on the public?
- Non public
- Latent public
- Aware public
- Active public
What are the four elements of public opinion in order of hierarchy?
- Opinion
- Belief
- Attitude
- Value
Define opinion.
An opinion is a view, judgment or appraisal formed in the mind about a particular matter.
Define belief.
A state or habit of mind in which trust or confidence is placed in some person or thing.
Define attitude.
A mental position or feeling with regard to a fact or state.
Define value
Something intrinsically valuable or desirable ; something esteemed.
What are the eight steps in the public opinion process?
- Existing mass opinion.
- Issue arises
- Issue creates a public
- Public debate ensues
- New public opinion develops
- Social action results
- Mass sentiment changes
- All impacted over time.
What are the two concepts of agenda setting theory?
- Agenda setting process is a very fluid and dynamic attempt to get the attention of the media, public and/or policy makers.
- Agendas are a set of issues which must be communicated to be effective and part of the process. Agendas result from dynamic interplay.
Define Diffusion Theory.
A process by which new ideas, concepts or products are adopted or rejected. Diffusion of innovation relies heavily on WOM and interpersonal communication and takes place over a long period of time.
What are the five stages of Diffusion of Innovation?
- Awareness
- Interest
- Evaluation
- Trial
- Adoption
What are the five categories of people involved in Diffusion of Innovation?
- Innovators
- Early adopters
- Early majority
- Majority
- Laggards/non-adopters
Define public relations.
Public relations is a management function that establishes mutually beneficial relationships between an organization and the publics on whom its success or failure depends.
What are the 12 functions of public relations?
- Trusted counsel
- Internal communications
- External communications
- Media relations
- Community relations
- Research
- Planning
- Implementation
- Evaluation
- Crisis communication
- Issues management
- Publicity and special events
What is the difference between informal and formal research?
Formal research employs the scientific method, can be replicated and projected onto a “universe.”
What is the difference between qualitative and quantitative research?
Quantitative can be measured and numerically stated (quantified). It is highly objective and projectable. Typically employs close-ended or forced choice questions. Example is surveys.
Qualitative is exploratory to determine the how and why through open ended questions. Cannot be projected onto larger population. Examples are focus groups and in depth interviews.
What is the difference between primary and secondary research?
Primary research is research you conduct yourself - gathering information or data firsthand. Secondary research uses the research findings of others.
What is the random sample size needed for a population of 100,000 or greater with a confidence level of 95% and a margin of error +/- 5%?
384
What is a census sample?
A 100 percent sample. Provides everyone in population with the opportunity to respond.
What is a probability sample?
Everyone in the population has an equal or known chance of being selected. A random sample is a probability sample.
What is a non-probability sample? Give examples.
Informal selection based on stated criteria.
Examples:
- Convenience
- Quota
- Dimensional
- Snowball
- Purpose