Lecture / Chapter 1 Flashcards
Branding
Process of building corporate/product identities
Public
any group of people who share common interests/values in situation - especially if they’re willing to act on those interests/values
Stakeholder
a public that has relationship with organization or in an issue potentially involving organization
Heuristic/Practical Approach
using educated guesses based on trial/error to reach solution - more focused on tangible than theoretical
Heuristic drawbacks
costly, drains time/emotional/financial resources, weaker results, error, relies on conventional wisdom
theoretical/scientific approach
rely on tried/tested models verified through social science research
cutlip/center/broom models
categorizes PR into practitioner actions –expert prescriber, communication technician, communication facilitator, problem-solving process facilitator
expert prescriber (CCB):
authority on both PR problems/solutions
communication technician (CCB)
writing/editing skills
communication facilitator (CCB)
liaison, interpreter, mediator b/w organization and public
problem-solving process facilitator (CCB):
collaborates with other managers to define/solve problems
hunt/grunig models
focused on pr functions - press agentry/publicity, public info, two-way asymmetrical, 2 way symmetrical
press agentry/publicity (HG)
gaining media coverage
public information (HG)
“journalist in residence” - disseminate info
two-way asymmetrical (HG)
research used to influence publics to accept particular POV
Two-way symmetrical (HG)
focus on two-way communication as means of conflict resolution
normative (grunig/grunig)
two-way symmetry - ideal standard/model for excellence in PR
contingency theory of accommodation (Cameron et al)
continuum from pure accommodation to advocacy - challenges two-way symmetry as normative - 87 variables on continuum inc threats, issues, organizational culture
pure accommodation (contingency)
all about building trust/maintaining important relationships
pure advocacy
on argues on behalf of cause/position
reflective paradigm/reflection
focus on simultaneous interactions w broad range of stakeholders - four characteristics of com managers –counselling, coaching, conceptualizing, executing
counselling (V/V Reflective)
analyzing changing values/norms/issues in society
coaching (vv reflective)
educating members of org to behave w/I societal norms
conceptualizing (vv reflective)
developing strategies for building/maintaining public trust
executing (vv reflective)
creating/carrying out tactics that support trust-building strategies
Integrated Marketing coms (IMC)
consumer-focused, 3 disciplines –ads, marketing, PR functions
advertising (IMC)
using controlled media to influence actions of targeted publics
marketing (IMC)
process of research/creating/refining/promoting product/service and distributing product/service to customers
PR (IMC)
management of relationships b/w org and publics
Traditional 4-step model
research, planning, comm, evaluation
research (4 step)
discovery phase - formal and informal research methods - gather info about org challenges, opportunities, publics
planning (4 step)
strategy phase - use research info, develop effective/effiecient strategies to meet org needs
comms (4 step)
execution - messages to public in support of goals - needs flexibility for 2 way comms
evaluation (4 step model)
measurement of how well PR met goals
dynamic model
not sequential - move between steps as needed, esp evaluation which might be needed between every step
values
fundamental beliefs/standards that drive behaviour/decision making
values driven PR
incorporating dynamic version of 4-phase - focusing on mission/vision to drive all PR decisions
values statement
answers - why we in business, what do we want to be known for, what should the public expect, priorities, where are we headed, what is our role, etc.
mission statement
proposed action which encapsulates org values
PR is not
synonym for propaganda/spin/hype/publicity, artificial/superficial, well understood (even by those in PR)
PR is:
everywhere you look, fosters mutually beneficial relationships, helps give orgs identity, not about what is happening but why - happens BEFORE marketing
Rex Harlow
found 472 definitions of PR in 1976
PRSA definition of PR
a strategic communication process that builds mutually beneficial relations between org and their publics
Canadian def of PR
strategic management of relationships bw org and diverse publics, through use of communication, to achieve mutual understanding, realize goals, and serve the public interest
RACE model
James Marston (1963). Research, Action Communication, Evaluation
CPRS/IABC use:
Research, Analysis, Communication, Evaluation
