Chapter 3 Flashcards
How messages are developed, creates, expressed.
Considering: what, who, and situation at hand
“Messaging”
Characteristics of this impact receptivity to message:
Source credibility
Situation dependent
“Sender”
People receive messages. Asked in character: age attitude knowledge
“Receiver”
Highlight aspects that relate to specific audience to seek compliance
“Framing”
Previously learned Info impacts interpretation of new info
“Bah da Ba ba an I’m loving it”
“Priming”
Executing management decisions
Create and communicate what management wants, write, edit. Does not make strategic choices.
“Communication Technician”
In charge of planning and problem solving. Management is not involved. Held accountable for program. Brought in when there is a crisis and quick action must be taken.
“Expert Prescriber”
Two way communication. Between management and public. What to remove boundaries. Gather info for public. Work publicists for the media
“Communication Facilitator”
Participate in management. Make strategic decisions. Knows organizations policies.
“Problem Solving Process Facilitator”
An organization reputation stems from the actions and words of its senior officials. PR goal is to earn and maintain this support.
Relation to organization:
“Management”
Campaign relies on research and:
4 steps: • define problem • planning and programming • taking action/ communicating • evaluation
Research is used:
- Before -understand problem who is involved attitudes
- During -take action
- After -evaluation campaign
Purpose of research:
To reduce uncertainty in decision making. Gathering info to describe and understand situations. Test assumptions about publics and consequences of actions.
After Research, this is the MOST IMPORTANT CRITICAL first step in creating a working solution…
Identifying the Problem
Step 1) Defining a Problem
Step 2) …
Situation analysis:
All collected info known about it
Containing internal and external factors.
Present tense
What, when, where, who, how, why
Do not imply or place blame
“Problem Statements”
4 elements of objectives
1) Target Audience
2) Outcome
3) measurable
4) Target date
Perceive little agreement when agreement exists
“Pluralistic ignorance”
Actual disagreement. But people THINK they agree
“False consensus”
Objectives should be SMART
Specific Measurable Achievable Relevant Time bound
3 different outcome types
Informational
Attitudinal
Behavioral
Social process of forming, expressing, and adjusting ideas that affect collective behavior
“Public Opinion”
The sense that there is a consensus about our opinion. Can brodice BANDWAGON EFFECT
Social Support
How one feels about an issue based on prior experience
Agenda setting
Salience
Frame used to view a situation, how will the react due to prior experience
Pertinence
Steps in Strategic Planning
1) define problem
2) planning and programming
3) taking action/ communicating
4) evaluation
7 Cs of PR Communication
1) Credibility
2) Context
3) Content
4) Clarity
5) Continuity
6) Channels
7) Capability
A single idea around which all communication revolves.
“Key Message”
Opinions change because
They are outward expression influenced by situation and how that situation is presented
