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BGS 373 > Midterm > Flashcards

Midterm Flashcards

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1
Q

What’s the main sentence?

A

What do you want to say … to whom do you want to say it … through what channel … to what effect? And how do you know that you succeeded?

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2
Q

Argenti’s view of Strategic Communications

A

Communications aligned with the company’s overall strategy to enhance its strategic position.

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3
Q

Patterson’s view of Strategic Communications

A

Integrated communications efforts with strategic intent to promote an organizational brand, urge a target audience to specific actions, and/or enhance a company’s strategic position in the public arena.

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4
Q

What does Argenti neglect?

A

Context
Strategic considerations
Message objectives
Targeted audience/publics
Tactics and tools
Evaluation

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5
Q

Audience vs. Publics

A

Audience: Anyone who can see the message
Public: Someone specific; target

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6
Q

Who is Harold Lasswell?

A

American political scientist famous for his model of communication (the sentence; stolen from Aristotle)

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7
Q

The beginning of PR

A
  • 19th c. creation of consumer market (urbanization, industrialization, mass production, rise of middle class)
  • Customers needed to distinguish between products
  • Inc. bottom line by advertising (raw hucksterism)
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8
Q

Press Agentry Model

A
  • Press agents increased public opinion by creating news
  • P.T. Barnum; snake oil salesmen; SCAMMERS
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9
Q

Public Information Model (Progressive Era)

A
  • Companies hired journalists
  • PR –> journalistic model; one-way flow
  • Accuracy important but NOT consumer feedback
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10
Q

Propaganda Model

A
  • Served agenda; sought to spread a philosophy/POV
  • WWI was political; done by govs. and political groups
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11
Q

2-Way Asymmetric Model (Modern Era)

A
  • 1930s-50s; social science breakthroughs shifted business comms. focus to psych/sociological effects
  • Messages based on audience’s needs/interests/values from research
  • Encourages public to accept message rather than change the institution
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12
Q

2-Way Symmetric Models

A
  • Organization sends message; audience feedback taken to influence further strategy
  • 1980s-90s; less manipulation + more negotiation to meet public expectations
  • PR as mediator vs. persuaders
  • Needs org. willingness to adjust operations to accommodate publics
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13
Q

What are brands?

A

Consistent projection of identity and values to the outside world; hold place in consumer’s mind vs. products that merely fulfill a physical need

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14
Q

What is reputation?

A

The sum of perceptions and expectations relevant stakeholders have in relation to their own agenda; often intangible but major fiscal risk to company

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15
Q

What contributes to corporate image?

A

External view: Reputation, competition, and attributes
Internal view: Definition/differentiation, purpose, and performance

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16
Q

Typologies of brands

A

Product brand
Line brand
Range brand
Umbrella brand
Source brand

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17
Q

What can the media do?

A

Inform us, create awareness/confer status on issues + people, set public priorities, alter/reinforce individual knowledge/attitudes, manipulate behavior/actions, perpetuate identity + belonging, and construct perceptions of social reality.

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18
Q

Social Constructionism

A
  • Jointly-constructed understandings of the world + shared assumptions about reality
  • Result of social interactions + rules imposed by social groups that are then defined by individual experience
  • Our shared reality is enhanced by media
  • Imagined communities
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19
Q

Public Arenas Model

A
  • Metaphorical space (physical/virtual) where communications discourse takes place
  • Political participation; exchange of information
  • Think of gladiators
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20
Q

Information Processing Model

A

Existing schema –> exposure to message –> attention/awareness –> understanding –> acceptance –> retention –> action (5-8%)
- Made by McGuire
- 10-15% dropoff per step
- Happens every time you receive a message
- Retain ~20%

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21
Q

Exposure/Frequency Theory

A
  • Exposure is when audiences are exposed to a message in a format easiest for them to understand and consume
  • Reach, frequency, resonance, continuity
  • High freq. important
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22
Q

Attention Processing and Understanding

A
  • Effectiveness demands you pay conscious attention
  • Low-info/low-involvement audience
  • High-info/high-involvement audience
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23
Q

Elaboration Likelihood Model

A

Communication –> Attention + comprehension –>
(CENTRAL ROUTE): High-involvement processing –> cognitive responses –> belief + attitude change –> behavior change
(PERIPHERAL ROUTE) Low-involvement processing –> belief change –> behavior change –> attitude change

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24
Q

Central Route Processing

A

Person is persuaded by message content + thoughtfully considers the merits of the information presented, resulting in an attitude change

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25
Q

Peripheral Route Processing

A

When someone evaluates a message based on surface-level characteristics (attractiveness, +/- cues) rather than actual thoughtful message content

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26
Q

Frequency/Cultivation Theory

A

Long-term effects of messaging; repeated exposure –> more likely to believe; “Mean World Theory”

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27
Q

Subliminal Messaging

A

Signal message embedded in another medium designed to pass below normal limits of the human mind’s perception

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28
Q

Agenda Setting Theory

A
  • Ability of the news media to influence the salience of topics on the public agenda; what to think about!!
  • Timing
  • How we know what’s important: How media treats it, placement, content cues, # of sources/outlets
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29
Q

Attribute Agenda Setting

A
  • “2nd level” of Agenda Theory
  • Focused on how we actually think about issues
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30
Q

Agenda Building

A
  • Ongoing process by which various groups attempt to transfer their interests to be interests of policymakers
  • Initiation, specification, expansion, entrance
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31
Q

Media Framing

A
  • Supplying context + suggesting what the issue is through selection, emphasis, exclusion, and elaboration
  • Condense huge amounts of info and construct it recognizably/understandably as a narrative
  • Rely on socially constructed realities
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32
Q

Media Framing Tools

A

Metaphor
Narrative
Traditions
Images/artifacts
Contrast
Episodic
Thematic

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33
Q

Information Subsidies

A

Data, concepts, and events (eg. press releases, research results, polls, etc.) that fuel discourse in the public arena by drawing attention/shaping debate

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34
Q

McGuire’s Hierarchy of Effects Model

A

Cognitive Strategies: Awareness and knowledge
Affective Strategies: Liking, preference, and conviction
Conative strategies: Actual purchase

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35
Q

Logos/Logic

A

Deductive/associative reasoning
Consistence
Categorization
Noetic/attributive
Inductional
Problem-solver
Teleological/aspirational

36
Q

Pathos/Emotion

A

Rhetoric
Fear appeals
Ego-defensive
Expressive
Assertion
Empathy

37
Q

Ethos/Ethics

A

Credibility, presentation, communication style
FALLACIES: Ad hominem, false authority, guilt by association, transfer fallacy
Identification, simulation, authority, empathy

38
Q

Media Release

A

Lead/5 W’s + H: Who, what, when, where, why, and how
Then facts arrange from most –> least interesting
Other details
Most noteworthy info. at top!

39
Q

Strategic Communications Campaigns

A
  • Campaigns that use media, messaging, and an organized set of communications activities to generate specific outcomes in a large # of individuals + in a specified period of time.
  • Most successful when coordinating media efforts + integrating audience targeting strategies
  • Shaping BEHAVIORS towards desirable outcomes
40
Q

What a campaign looks like

A
  • Written document (not just in ppl.’s heads) against which to judge progress
  • Reference document w/ clear + measurable objectives
  • Identifies relevant audiences, plan of activities, timetable, risks + solutions, and resources
  • Helps to plan ahead + learn lessons for future
41
Q

Traditional process of a campaign

A
  1. Defining communications/campaign objectives
  2. Planning the campaign
  3. Taking action + communicating
  4. Evaluating the campaign
42
Q

Campaign Plan

A

Purpose
Goals + objectives (SMART)
Publics’ profiles (psychographics + demographics)
Key messages (no more than 3; 15-20 words; main statement w/ 2-4 key support points + easily understood facts/figures/success anecdotes)
Message frames
Touchpoints (pre-, during, and post-purchase)
Channels (earned, paid, shared, owned)
Delivering the message (what channel/effect?)
Tactical outreach
Monitor + eval.

43
Q

Integrated Media Campaigns (IMC)

A
  • Combine new + traditional media marketing tools + tactics to connect w/ consumers across multiple platforms
  • Message must be actively cohesive + consistent across platforms
  • Channel access considerations (speed, appropriateness, feedback, etc.)
44
Q

How many messages do we see in a day?

A

~11,000

45
Q

Mendelsohn’s 3 Messaging Assumptions

A

1) Target your messages
2) Assume your target public is uninterested in your messages
3) Set reasonable, midrange goals + objs.

46
Q

McGuire’s Assumptions for Theories of Successful Messaging:

A

1) Theories that explain how someone will process + respond to a message
2) Theories that explain why someone will/won’t respond to a message in desirable ways

47
Q

Systems Theory of Messaging

A

Sender encodes message which is decoded by receiver, receiver encodes feedback which is decoded by sender. All of this is the environment.

48
Q

Wijaya’s “Pyramid of Love”

A

LOVE (deep feeling) –> brand obsession –> brand fans –> brand liking –> good feeling –> good expectations –> good perception –> neutral –> HATE

49
Q

Persuasive Theories

A

Rational model
Cognitive dissonance theory
Social judgment theory
Elaboration likelihood model
Theory of reasoned action

50
Q

Common fallacies of information processing models

A

Logical fallacy
Attenuated effects fallacy
Distant measure fallacy
Neglected mediator fallacy

51
Q

Rhetorical modes

A

Narration, description/generic, (re)definition, analogy/metaphor, cause + effect, compare + contrast, price, allusion, symbolism, humor, positioning/distinguishing, quality, brand image, preemptive, anticipating objections

52
Q

Message strategy essentials

A

Do customer research
Unique selling proposition
Your + your brand’s values
Have a voice

53
Q

Mission

A

Overriding purpose in line w/ the values/expectations of stakeholders

54
Q

Vision

A

Desired future state

55
Q

Corporate objective + goals

A

Precise statement of aims/purpose

56
Q

Types of corporate goals

A

Business success
Relationship management
Reputation managementt
Task management

57
Q

Assessment essentials

A

Situation analysis
Organizational structure
How well is an organization prepared?

58
Q

Strategic communication audits

A

Internal environment, external environment, public perception

59
Q

Maslow’s Hierarchy of Needs

A

Self-actualization –> esteem –> love + belonging –> safety –> physiological needs

60
Q

What is media monitoring?

A

Monitoring the output of news media, social media, blogs, and competitor advertising
Watch for risk, market opportunities, and competition
Evaluate efforts/progress of communications strategy

61
Q

Intercessory publics

A

Influential bridge btwn. organization and publics by carrying an org’s message

62
Q

Lazarsfeld’s 2-Step Flow of Communication Theory

A

Ideas flow from media –> thought leaders –> populations
Based on existing relationships

63
Q

Capturing the “right” audience

A

Selecting: Which to target + to what extent
Segmenting: Grouping audiences/constituents together
Targeting: Evaluate + prioritize most profitable/useful audiences/constituents, then get into heads to instill message + motivate

64
Q

Discourse Communication

A

Publics/audience’s reaction to messages strongly influenced by perceptions/experiences of groups affiliated with
Have associated rules, norms, language rules/practices

65
Q

Stages of Publics + Relationships

A

Nonpublic –> latent public –> (apathetic public –>) aware public –> active public

66
Q

Analyzing publics

A

Customers
Producers (provide input to the org)
Enablers (set standards/norms)
Limiters (reduce/undermine progress)

67
Q

Social network theory

A
  • Social relationships in transmitting info, channeling personal/media interactions, + enabling attitudinal/behavioral change
  • Brand presence, size + quality, social distance, network diffusion, complexity, brand
  • Push vs. pull comms
68
Q

Barriers/risks to digital communications

A

Loss of message control
Language barriers
Cultural barriers
Infrastructure

69
Q

Communications strategy model

A

Strategic analysis
Strategic intent
Strategic action
Tracking + evaluation

70
Q

Old school CSR

A

Maximize shareholder value!!! (Business Roundtable, 1997)

71
Q

New school CSR

A

How business accounts for financial, environmental, and social impacts of its decisions + actions
Profits, people, planet
Collaboration btwn BGS

72
Q

ESG

A

Environmental Social Governance
Set of standards for socially conscious investors to screen investment decisions

73
Q

Competing CSR views

A

Neoclassical
Inconsequence
Positive linkages

73
Q

CSR vs. ESG

A

CSR: Business PR model used by indv. companies
ESG: Investor relations criteria to assess whether a company is worthy of investment

74
Q

Social/ethical case for CSR

A

Moral responsibility
If you don’t, you’ll receive social pressure
Others in industry will use it to form judgments
Accountability

75
Q

Strategic case for CSR

A

Good management
Builds community goodwill
Preempts external interventions
Demonstrates corporate values

76
Q

6 Types of CSR Engagement

A

Cause promotion
Cause marketing
Corporate social marketing
Corporate philanthropy
Community volunteering
Socially responsible practices

77
Q

Carroll’s Pyramid of CSR

A

Economic responsibility –> legal –> ethical –> philanthropic

78
Q

Questionable ethical behaviors

A

Misleading info
Promoting inferior products
Gain at the expense of others
Inappropriately influence policy/regulations
Contributing to systemic decline

79
Q

Selective truth

A

Statement that’s partly true; may be true in itself but neglects whole truth/uses some deceptive element

80
Q

Ethics continuum

A

(Producer <–) Caveat venditor (“seller beware), business practice, professional codes, caveat emptor (“buyer beware”), caveat publis (“public beware”) (Social interests –>)

81
Q

Legal consequences

A

PR codes are just ethical suggestions, no penalty
PR personnel can be held legally liable if they support/provide advice that involves illegal activity of a client/employer
Charged as co-conspirator

82
Q

Truth-in-advertising laws

A

Protect consumers by requiring companies to be truthful about products + substantiate claims or else face costly lawsuits/civil penalties
FTC
“Client told me to” not acceptable defense

83
Q

Libel + slander defenses

A

Truth, privilege (eg. public document), fair comment (eg. common interest), correction/retraction

84
Q

4 components of strategic communication stewardship

A

Reciprocity
Responsibility
Reporting
Relationship nurturing

85
Q

ROPES

A

Research (situation analysis)
Objective (informational, motivational, reputational)
Programming (target audience(s), key message(s), strategy, tactics, timetable, budget)
Evaluation (measurement)
Stewardship (ongoing activities)

BGS 373 (1 decks)

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