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Public Relations Fundamentals > Chapter 4 / Lecture 4 > Flashcards

Chapter 4 / Lecture 4 Flashcards

1
Q

public

A

any group where members have common interest/values in particular situation

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2
Q

stakeholder

A

often substituted for public but not interchangeable. all stakeholder groups are publics but not all publics are stakeholders

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3
Q

categories of publics

A

traditional/non, latent/aware/active, intervening, primary/secondary, internal/external, domestic/international

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4
Q

traditional

A

groups with which org have ongoing/long term relationship ie employees, media, gov, investors, customers, constituents

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5
Q

nontraditional publics

A

groups unfamiliar to org, hard to study - might require innovative relationship-building strategies. sparked by changes in society, may evolve into traditiona

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6
Q

latent public

A

values have contacted w organization but members of public are not aware of relationship

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7
Q

aware public

A

group whose members are aware of intersection of values with your org, but no organized response to relationship

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8
Q

active

A

recognizes relationship, working to manage that relationship on its own terms

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9
Q

intervening publics

A

public that org communicates with expecting the message will be passed along to other publics ie local reporter

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10
Q

primary public

A

one that can directly affect org pursuit of values-driven goals ie they’ve got resources you want

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11
Q

secondary public

A

have minimal ability to affect pursuit of goals - primary takes precedence, but good relationship still valuable

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12
Q

internal publics

A

inside org ie employee

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13
Q

external

A

outside org. line can be blurry, sometimes treat external publics as internal

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14
Q

domestic

A

those w/I country - proximity doesn’t mean familiarity - can be nontraditional and require cross-cultural comms

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15
Q

international publics

A

those beyond borders, increasingly becoming more traditional

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16
Q

social exchange theory

A

successful relationships lead to exchange of resources, where each party gets something it wants/needs

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17
Q

decision makers

A

people w authority to dictate actions/policies for publics ie news media editors, company president

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18
Q

demographic info

A

provable data about who public is

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19
Q

psychographic info

A

data about what members think, believe, feel, and value

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20
Q

coorientation

A

pr research process that helps discover where org agrees/disagrees with important public on particular issue

21
Q

4 co-orientation questions

A

what is our org’s view of issue? what is the publics view? what does our org think the publics view is (and does it agree w reality)? what does the public think the org’s view is (and does it agree w reality)

22
Q

engagement

A

resource employees have that orgs need - aka commitment. leads to greater innovation, reduced absenteeism, greater profits

23
Q

challenge to employee relations

A

poor comms, breeding distrust and low morale

24
Q

most valuable stakeholders in orgs

A

employees

25
Q

affective factors for employee relations to workplace

A

age, gener

26
Q

gatekeepers

A

important decision makers ie editors/producers who decide which stories to include/reject

27
Q

convergence of media:

A

Digital tech allows journalists to move words/sounds/images across radio, TV, newspapers, magazines, websites

28
Q

financial analysts

A

investor public - study stock market to advise investors

29
Q

financial news media

A

investor public - inc Wall Street journal, Bloomberg business week, mad money, value line

30
Q

mutual fund managers

A

investor public, supervise investment clubs - invest member contributions for a fee into diverse collection of stocks/bonds

31
Q

institutional investors

A

investor public - large companies or institutions that generally buy huge amounts of stock

32
Q

employee investors

A

investor publics, employee of companies like Microsoft which reward employees w stock in company they work for

33
Q

shareholders

A

invester public

34
Q

mutual fund investor demos

A

older, well-educated, affluent, white, married

35
Q

influential community publics

A

community media, community orgs, leaders,

36
Q

b2b comms

A

relationships with business who have resources orgs need to fulfill values-driven goals

37
Q

Partner relationship management

A

management of B2B comms

38
Q

employee publics

A

execs acknowledge importance of comms with this group AND that efforts aren’t succeeding - creating common corp culture is greatest challenge

39
Q

employee differences

A

oldest employees place value on job security, youngest on security and salary. differences come from age, gender, nationality. recession has led to job insecurity, employees want better supervisors

40
Q

changes reshaping workforce

A

distributed workforce, increase of temps, growth of info managers, increased diversity, baby boomers aging, diff generations / values

41
Q

employee values

A

challenging/interesting work, recognition/rewards, people-oriented employer

42
Q

news media publics

A

papers, magazines, radio, TV, internet, SM, AI - gatekeepers for larger publics

43
Q

gov publics

A

officials play role in PR efforts at several levels (municipal, provincial, federal)

44
Q

who invests

A

71% of US adults, 67% college grads, 56% married, 70% have income of $100 000+

45
Q

consumers/customers

A

consumer spending is 2/3 of US economy. 50% say customer service is dreadful, women 83% of US spending, online shopping growth (but only 10% of all spending)

46
Q

Constituent (voter) publics:

A

important to gov practitioners, those seeking to influence public policy -

47
Q

who votes in US

A

married citizens, higher educations, higher income

48
Q

who votes in Cnada

A

older age groups, no sig diff by gender, higher education more likely to vote

49
Q

business publics

A

vendors, distributors, retailers, customer businesses, competitors

Public Relations Fundamentals (7 decks)

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