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Public Relations Final > Chapter 11 > Flashcards

Chapter 11 Flashcards

1
Q

Web 2.0

A

Emphasize sharing/online collaboration
Shift power in public debate on SM
Effects how PR practitioners reach targeted audiences

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2
Q

Web 3.0

A

Transformed digital media platfrom
Revolutionize how info is gathered
Semantic Web - more intelligent/intuitive/gather info based on content/meaning
Recognize relationships/link sources/databases

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3
Q

Social media

A

Bypass traditional media
Public can bypass media
Need to know how to id, monitor, engage

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4
Q

Media/Messages/Values

A

message/medium must link to values of communicator/targeted publics
values not linked to changes in technology

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5
Q

Analog communication

A

relays all info in original message in form of continuously varying signals

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6
Q

Digital communication

A

translates analog into computer-readable bits of info

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7
Q

hypermedia

A

integrated multimedia - incorporate audio, visual, textual info

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8
Q

wireless communication

A

global comms = mobile/responsive/cost-effective
global experiences
ie smartphones
narrows comms gap b/w rich & poor nations

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9
Q

social ramifications of technology

A

new town commons
redefined communities
Media conglomeration
preservation of personal privacy
job security
protection of intellectual property

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10
Q

New Town Commons

A

where people get latest news, share grief, engage in thoughtful political discussion
internet went from place for academic researchers to town commons of 21st century

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11
Q

Redefined communities

A

changed social relationships
look different from traditional relationships, but share similar elements
need to learn new values of these communities

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12
Q

media conglomeration

A

when media companies merge – now own means of production/distribution across wide spectrum of media
“the class with the means of material production at its disposal has control at the same time over the means of mental production” - Marx

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13
Q

Time Warner

A

Largest media conglomerate - New Line Cinema, Time Inc, HBO, Turner, CW, WB, Warner Bros, CNN, DC Comics, etc

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14
Q

Preservation of Personal privacy

A

easier to gather/store/transmit personal info
Always a risk with online, despite safeguards

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15
Q

Job Security

A

new tech = more productivity
Also = possibility of doing jobs with fewer workers

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16
Q

Protection of intellectual property

A

digital tech makes copies that are identical to original - implications for protecting copyrighted material

17
Q

cyber-relations

A

PR strategies/tactics to deal w publics via, and issues related to, the internet
Internet can be both cause and solution to organizational problems

18
Q

virtual PR

A

small independent consultancies w look/feel of larger agencies
benefited from outsourcing
personal freedom makes it popular

19
Q

Viral Marketing

A

info passed along via internet/SM
Proven tactic in 2003 SARS outbreak

20
Q

WOMM

A

word of mouth marketing
effort to generate 3rd party endorsements
create communities to pass favourable messages to friends
way of cutting through marketing message clutter

21
Q

Good Website

A

well-defined strategic purpose
content Encourages return visits
user friendly
clear, concise writing
promoted

22
Q

Push Technology*

A

goes directly to certain user BUT hard to reach certain individuals
personalizes info flow, makes targeting increasingly difficult
A way to deal with each individual as gatekeeper

23
Q

Individuals as publishers - positives

A

communicating more cost-efficient/effective
Emergence of citizen journalist
forms – blogs, podcasts, YouTube

24
Q

individuals as publishers - negatives

A

no rigorous editorial scrutiny
need employees to align w corporate values
not everything worthy of publication

25
Q

Online generation gap

A

Internet-related issue
seniors online
computers less expensive, more accessible
BUT can’t assume everyone has access to internet

26
Q

Global Digital Divide

A

location/socioeconomic status dictates ability to reach web
English speakers are 8% of population, but 35.2% of internet users
Wide gap in access between rich and poor

27
Q

Research problems

A

as research tool internet is:
mile wide, inch deep
weaker than traditional research methods
accuracy issues
need to verify
spamming ≠ relationship
Spam: unwelcome commercial use of IM
Hackers/computer viruses

28
Q

Passive communication

A

people have to go to a web site
w push technology, people have to sign up

29
Q

Career implications

A

short-term need - for people who possess only technical skills
content remains important
need to be well-rounded, multi-skilled

30
Q

New not better

A

new tech might not fully replace old
old tech finds new niches
old can be more appropriate than new

31
Q

Convergence of media

A

consequence of digital revolution - no barriers between mediums

Public Relations Final (6 decks)

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