exam 2 vocab

Question 1

public relations (textbook)

Answer 1

an organizations efforts to establish and maintain mutually beneficial relationships in order to communicate and cooperate w the public that they’re dependent on for long term success

Question 2

Strategic Function

Answer 2

one that contributes significantly to the accomplishment of an organization’s mission and goals, analytical, pragmatic, visionary, discerning

Question 3

crisis management

Answer 3

the process of anticipating and mediating problems that could affect an organization’s environment and profitability

Question 4

Issue Management

Answer 4

long term approach to identify and resolving issues before they become problems or crises

Question 5

strategic management

Answer 5

process of evaluating all proposed actions by focusing on organizational goals, usually defined in short term contributions to the bottom line

Question 6

relationship building

Answer 6

return to the roots of human communication and persuasion that focuses on personal trust and mutual cooperation, shift to this in 90s

Question 7

misinformation

Answer 7

info that is unintentionally inaccurate or misleading

Question 8

disinformation

Answer 8

info that is intentionally inaccurate or misleading

Question 9

strategic cooperative communities

Answer 9

relationship based interaction among all members of a community to achieve individual and collective goals

Question 10

strategic cooperative communications model 5 characteristics

Answer 10

1: long range vision, systematically est relationships
2: commitment to community, not just profit, what’s good for community benefits company as well
3: importance of people, initiatives based on trust of/respect for employees
4: cooperative problem solving: employees given authority to solve problems
5: relationships based on respect and trust, w public’s based on mutual respect, trust. human dignity

Question 11

Strategic Communications Planning

Answer 11

an approach to communications planning that focuses action on the accomplishment of organizational goals

Question 12

RACE model

Answer 12

research, action planning, communications, and evaluation

Question 13

Strategic Communications Planning Matrix

Answer 13

1: background info
2: situation analysis (situation, potential difficulties)
3: identify core problem/opportunity
4: goal and opportunity (quantitative)
5 identify key public’s (demographic, self interests, relationship w org, 3rd party influencers/opinion leaders, what each public will help you accomplish) and messages that relate to above
6: strategies and tactics
7: calendar/time planning
8: budget making
9: communication confirmation- pull out key info (key public, self interests, primary messages, influentials, objectives, strategies, tactics)
10: evaluation tools/criteria, determine success

Question 14

Public Opinion

Answer 14

what most ppl in a particular public express abt an issue that affects them, need to consider to build trust, is collective, expressive, majority opinion, sect of masses, focused on issue, of interest

Question 15

Behavioral Public Relations Model

Answer 15

awareness- latent readiness to act- triggering event- behavior

Question 16

3 motives for media use

Answer 16

environmental surveillance, diversion , and interaction

Question 17

beliefs

Answer 17

inferences we make abt ourselves and the world around us

Question 18

values

Answer 18

core beliefs/beliefs central to our cognitive system

Question 19

attitudes

Answer 19

collection of beliefs organized around a focal point (event/issue), 2 kinds: attitudes toward objects and situations

Question 20

how are ppl motivated to action

Answer 20

power, patronage (pay), persuasion

Question 21

opinion leader

Answer 21

a trusted individual to whom one turns to for advice bc of their greater knowledge/experience at hand, usually heavy consumers of media, most effective are peers

Question 22

self persuasion elements (5)

Answer 22

consistency, reciprocity, social validation, authority (opinion leaders)? scarcity

Question 23

formal v informal research

Answer 23

formal: data gathering structured according to accepted rules of research
informal: data gathering not following standard rules, more exploratory

Question 24

checklist for comm/marketing research

Answer 24

external envi, industry, client, product/service/issue, promotions, market share, competition, resources, SWOT analysis, public profiles

Question 25

SWOT analysis

Answer 25

analyze strength weakness opportunities and threats

Question 26

probable possible unlikely public’s

Answer 26

probable: 10-15 diff public’s, have direct link to problem/solutions, extensively profile
possible: might be linked in some way to issue but outside possibility
unlikely: drop these

Question 27

formal v informal opinion leaders

Answer 27

formal: influence results from status/position, either elected or appointed
informal: not appointed but trusted

Question 28

assessing relationships

Answer 28

loyalty, trust, openness, involvement, community investment, commitment

Question 29

goal v objective

Answer 29

goal: result/desired outcome that solves a problem
objective: specific measurable statements of what needs to be accomplished to meet the goal

Question 30

matrix planning 4 key decisions

Answer 30

what are goals/objectives, who are key public’s, what do we need to convey to those public’s, what strategies/tactics to use