Ch 1-6 Flashcards
Advertising
The process or creating and sending a persuasive message through controlled media, which allows the sender, for a price, to dictate message, placement, and frequency
Branding
The process of building corporate and product identities and differentiating them from those of the competition
Contingency Theory
A theory of public relations that suggests its practice lies within a continuum from pure accommodation to pure advocacy, dependent on one or a combination of 87 variables
IABC
The World’s second-largest public relations professional association, with approximately 15,000 members. It was founded in 1970 and is headquartered in San Fancsico
Integrated Marketing Communications
The coordinated use of public relations, advertising, and marketing strategies and tactics to send well-defined, interactive messages to individual consumers
Marketing
The process of researching, creating, refining, and promoting a product or service and distributing that product or service to a targeted customer
Mission Statement
A concise written account of why an organization exists; an explanation of the purpose of an organization’s many actions
Planning
The second step in the four-step public relations process. Because the process is dynamic, however, planning can actually occur at any time
Public(s)
Any group of people who share a common interest, value, or values in a particular situation
Public Relations
The management of relationships between an organization and the publics that can affect its success. The term to describe the emerging profession was first used in 1923 by Edward L. Bernays in Crystallizing Public Opinion.
PRSA
The world’s largest public relations professional association, with approximately 21,000 members. Founded in 1947, it is headquartered in New York, and has 10,000 members.
Reflective Paradigm
The belief that the most important role of public relations practitioners is to obtain and sustain the societal legitimization of organizations
Relationship Management
The use of PR strategies and tactics to foster and enhance the shared interests and values of an organization and the publics important to its success
Research
The first step of the PR process. However, because the PR process is dynamic, research can occur at any time.
SMARTS Model
PR plan including scan, map, action, rollout, track, and stewardship
Stakeholder(s)
A public that has an interest in an organization of issue potentially involving an organization
Two-Way Symmetrical
A from of PR that 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
Two-Way Asymmetrical
A form of PR in which research is used in an effort to persuade important publics to adopt a particular point of view
Values
The fundamental beliefs and standards that drive behavior and decision making. They are also the filters through which we see the world and the world sees us
Account Executive
A supervisory individual at a public relations agency who assists the account supervisor in the management of a client’s account
Boundary Spanning
The function of representing a public’s values to an organization and, conversely, representing the values of the organization to that public
Community Relations
The maintenance of mutually beneficial contacts between an organization and key publics within communities important to its success
Consumer Relations
he maintenance of mutually beneficial communication between an organization and the people who use or are potential users of its products and/or services
Employee Relations
The maintenance of mutually beneficial relations between an organization and its employees
Investor Relations
The maintenance of mutually beneficial relations between publicly owned companies and shareholders, potential shareholders, and those who influence investment decisions
Media Relations
The maintenance of mutually beneficial relations between an organization and the journalists and other media people who report on its activities
Press Secretary
The individual given the responsibility to speak for and handle the media inquiries on behalf of a political government official
PR Manager
Practitioners whose job responsibilities are more strategic than tactical in nature. These practitioners solve problems, advise others, make policy decisions, and take responsibility for the outcome of a public relations program
PR Technician
Practitioners whose job responsibilities are more tactical than strategic in nature. Their primary role is to prepare communications that help execute the PR policies of others
Resource Dependency
The premise that organizations form relationships with publics to acquire the resources they need to fulfill their values
Committee for Public Info
Committee created by president Woodrow Wilson to rally public opinion in support of U.S. efforts during WWI. Often referred to as the Creel Committee, it was headed by former journalist George Creel and served as a training ground for many early PR practitioners
Declaration of Principles
Ivy Lee’s 1906 articulation of an ethical foundation for the yet to be named profession of PR. In his declaration Lee committed his PR agency to a standard of openness, truth, and accuracy-one that was not, unfortunately, always met
Industrial Revolution
The period in the 19th century and early 20th centuries during which the U.S. and other Western nations moved from agricultural to a manufacturing economy
Four-Minute Men
A speakers’ bureau used by the Committee for Public Information during WWI. Its members would make short presentations in support of the U.S. was effort during the four-minute intermission between reels at movie theaters
Progressive Era
Running from early 1890s-start of WWL, a period in which a series of political and social reforms, primarily in the U.S. occurred in reaction to the growth of business and industry during the Industrial Revolution
Propaganda
A systematic effort to disseminate information, some of which may be inaccurate or incomplete, in an attempt to influence public opinion. A propagandist advocates a particular idea or perspective to the exclusion of all others.
Railroad-Truckers Brawl
Gives PR legal standing
Seedbed Years
A term coined by PR historian Scott Cutlip that refers to the period during the late 19th and early 20th century in which the modern practice of PR emerged
Vox Populi
Latin for “voice of the people.” The phrase refers to the importance of public opinion
Coorientation
A process in which practitioners seek similarities and differences between their organization’s options regarding a public and that public’s opinion of the practitioners’ organizations
Demographics
The study of people
Internal Publics
Groups that are united by a common interest, value, of values in a particular situations and exist primarily beyond the boundaries of an organization;s home country
External Publics
Groups that are united by a common interest, value, of values in a particular situation and that are not part of a PR practitioner’s organization
Opinion Leaders
Individuals to whom members of a public turn for advice
Primary Publics
Any group leader 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
Secondary Publics
Any group leader that is united by a common interest, value, or values in a particular situation and that have a relationship with a PR practitioner’s organization, but which have little power to affect that organization’s pursuit of its goals
Psychographics
Data on attitudinal characteristics of a person or group, such as political philosophy and religious beliefs
Traditional Publics
Groups that are united by a common interest, value, of values in a particular situation and with which an organization has an ongoing, long-term relationship
Agenda-Setting
The idea that the mass media does not tell us what to think, but what to think about. This hypothesis is the most widely accepted view of how mass media interact with society
Diffusion Theory
A belief that the power of mass media rests in their ability to provide information; individuals who act upon that information then influence the actions of others in their peer group of society
Framing
Communicating an idea in such a manner that an audience, either internationally unintentionally, is influenced by the way it is imparted
Gatekeepers
Members of the news media, such as editors, who determine which stories a given medium will include
Magic Bullet Theory
The belief that the mass media wield such great power that by delivering just the right message, the so-called magic bullet, the media can persuade people to do anything
Maslow Hierarchy of Need
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
Noise
in the context of the communication model, distractions that envelop communication and often inhibit it. Noise can be both physical and intangible. It is sometimes referred to as static
Persuasion
In a PR context, an attempt to influence a person’s actions through an appeal to his or her self-interest
Public Opinion
The average expressed behavioral inclination
Spin
A popular term used to describe the framing of message in what the source considers the most desirable context
Transparency
A quality achieved when organizations and individuals conduct business openly and honestly without hidden agendas
Two-Step Flow Theory
A theory of mass communication suggesting that the mass media influence society’s opinion leaders, who, in turn, influence society
Uses and Gratification Theory
The belief that people have the power to pick and choose the mass media channels that, influence their actions
Categorical Imperative
A incept created by Immanuel Kant; the idea that individuals ought to make ethical decisions by imagining what would happen if a given course of action were to become a universal maxim, a clear principle designed to apply to everyone
Cause Marketing (cause Branding)
A concerted effort on the part of an organized to address a social need through special events and, perhaps, other marketing tactics
Corporate Social Responsibility
An organization philosophy that emphasizes an organization’s obligation to be a good corporate citizen through programs that improve society
Ethics
Beliefs about right and wrong that guide the way we think and act
Ethics Audit
A process through which an organization evaluates its own ethical conduct and makes recommendations to improve it
Fully Functioning Society
In PR, the premise that organizations should help address important social needs, using 2 way communication to build consensus, discover shared goals, and help societies reach their humane potentials
Golden Mean
A concept created by Aristotle and Confucius. In Aristotelian ethics, the golden mean is the point of ideal ethical balance between deficiency and excess of a quality-for example, between deficient honesty and excessive honesty
Potter Box
A tool designed by Harvard Professor Ralph Potter for ethical decision making. Using the Potter Box involves defining an ethical issue and then identifying competing values, principles, and loyalties
Social Justice Theory
Theory created by John Rawls in 1971 that states that making decisions based on a “veil of ignorance” which encourages consideration of all perspectives
Utilitarianism
A philosophy developed by Jeremy Bentham and John Stewart Mill that holds that all actions should be directed at producing the greatest good for the greatest number of people
