exam 3 vocab

Question 1

key publics

Answer 1

segmented groups of ppl whose support and cooperation are essential to the long term survival of an organization or the short term accomplishment of its objectives

Question 2

intervening publics

Answer 2

an individual/public used as a message channel to reach/influence key public
often media/opinion leaders/influentials

Question 3

primary message

Answer 3

public specific and appeal to their interests, 1/2 sentence summary statements, like sound bites, encompass what u need public to do

Question 4

secondary message

Answer 4

public specific, appeal to their interests, bulleted detailed that add credibility and support the primary messages w facts, testimonials, examples, other info and persuasive arguments

Question 5

strategies

Answer 5

public specific plan specifying the channel to send messages to achieve an objective, identify different approaches

Question 6

tactics

Answer 6

strategy specific communication tools and tasks that carry the message to key publics/support each strategy

Question 7

brainstorming

Answer 7

structured group creative exercise to generate as many ideas as possible in a specified amount of time. importance of creativity in devising strategies and tactics, brainstorming helps facilitate creativity, can result in innovative solutions

Question 8

channel

Answer 8

the conduit/medium thru which tactics carry messages to a specific public to accomplish a specific purpose

Question 9

segmentation

Answer 9

defining and separating publics by demographics and psychographics to ensure more effective communication , can help u choose a channel

Question 10

interactivity

Answer 10

the degree to which the tactic provides interaction btwn the sender of the message and the receiver
basis of strong relationships and cooperation, key to solidify opinion, provides personal commitments and stimulus for action

Question 11

interactivity grid

Answer 11

highly interactive and personal: email, hand written note, phone call, 1 on 1 meeting,
segmented and moderately interactive: podcast, blog, newsletter, website
mass produced mass media: billboards, movie, psa

Question 12

evaluation criteria

Answer 12

standards set to measure success of each objective

Question 13

evaluation tools

Answer 13

methods used to gather data needed to assess if evaluation criteria were met

Question 14

executive summary

Answer 14

a concise overview of a documents key points and conclusions targeted to key decision makers

Question 15

ethics

Answer 15

personal and professional value systems and standards that underlie decisions and behavior

Question 16

ethical codes

Answer 16

written and formalized standards of behavior used as guidelines for decision making

Question 17

transparency

Answer 17

requires orgs to openly align their behavior and their communication with a set of core values that are societally accepted and important to their key publics

Question 18

diversity

Answer 18

appreciating differences in culture race gender background and experience

Question 19

5 elements of key publics to be identified

Answer 19

1: demographic and psychographic profile
2: motivating self interests
3: status of current relationship with organization and issue
4: third party influentials and opinion leaders
5: what objectives each public will help you accomplish

Question 20

brainstorming rules

Answer 20

1:diverse group of ppl
2: time limit/rapid flow
3: record/tape session
4: evaluation occurs after
5: freewheel ideas
6: save the deets
7: piggyback off ideas
8: evaluate post sesh

Question 21

evaluation common standards of success

Answer 21

success that justifies expenditures, effectiveness of program, meeting objectives

Question 22

characteristics of a good executive summary

Answer 22

1: immediately grabs attention
2: provides broad solution to the problem
3: makes plan visualizable
4: concise rationale for itself
5: identifies and contextualizes monetary cost