Midterm Flashcards
GET A 100 RAAHHH
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?
2
Q
Argenti’s view of Strategic Communications
A
Communications aligned with the company’s overall strategy to enhance its strategic position.
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.
4
Q
What does Argenti neglect?
A
Context
Strategic considerations
Message objectives
Targeted audience/publics
Tactics and tools
Evaluation
5
Q
Audience vs. Publics
A
Audience: Anyone who can see the message
Public: Someone specific; target
6
Q
Who is Harold Lasswell?
A
American political scientist famous for his model of communication (the sentence; stolen from Aristotle)
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)
8
Q
Press Agentry Model
A
- Press agents increased public opinion by creating news
- P.T. Barnum; snake oil salesmen; SCAMMERS
9
Q
Public Information Model (Progressive Era)
A
- Companies hired journalists
- PR –> journalistic model; one-way flow
- Accuracy important but NOT consumer feedback
10
Q
Propaganda Model
A
- Served agenda; sought to spread a philosophy/POV
- WWI was political; done by govs. and political groups
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
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
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
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
15
Q
What contributes to corporate image?
A
External view: Reputation, competition, and attributes
Internal view: Definition/differentiation, purpose, and performance
16
Q
Typologies of brands
A
Product brand
Line brand
Range brand
Umbrella brand
Source brand
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.
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
19
Q
Public Arenas Model
A
- Metaphorical space (physical/virtual) where communications discourse takes place
- Political participation; exchange of information
- Think of gladiators
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%
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
22
Q
Attention Processing and Understanding
A
- Effectiveness demands you pay conscious attention
- Low-info/low-involvement audience
- High-info/high-involvement audience
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
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
25
Peripheral Route Processing
When someone evaluates a message based on surface-level characteristics (attractiveness, +/- cues) rather than actual thoughtful message content
26
Frequency/Cultivation Theory
Long-term effects of messaging; repeated exposure --> more likely to believe; "Mean World Theory"
27
Subliminal Messaging
Signal message embedded in another medium designed to pass below normal limits of the human mind's perception
28
Agenda Setting Theory
- 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
29
Attribute Agenda Setting
- "2nd level" of Agenda Theory
- Focused on how we actually think about issues
30
Agenda Building
- Ongoing process by which various groups attempt to transfer their interests to be interests of policymakers
- Initiation, specification, expansion, entrance
31
Media Framing
- 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
32
Media Framing Tools
Metaphor
Narrative
Traditions
Images/artifacts
Contrast
Episodic
Thematic
33
Information Subsidies
Data, concepts, and events (eg. press releases, research results, polls, etc.) that fuel discourse in the public arena by drawing attention/shaping debate
34
McGuire's Hierarchy of Effects Model
Cognitive Strategies: Awareness and knowledge
Affective Strategies: Liking, preference, and conviction
Conative strategies: Actual purchase
35
Logos/Logic
Deductive/associative reasoning
Consistence
Categorization
Noetic/attributive
Inductional
Problem-solver
Teleological/aspirational
36
Pathos/Emotion
Rhetoric
Fear appeals
Ego-defensive
Expressive
Assertion
Empathy
37
Ethos/Ethics
Credibility, presentation, communication style
FALLACIES: Ad hominem, false authority, guilt by association, transfer fallacy
Identification, simulation, authority, empathy
38
Media Release
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
Strategic Communications Campaigns
- 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
What a campaign looks like
- 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
Traditional process of a campaign
1. Defining communications/campaign objectives
2. Planning the campaign
3. Taking action + communicating
4. Evaluating the campaign
42
Campaign Plan
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
Integrated Media Campaigns (IMC)
- 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
How many messages do we see in a day?
~11,000
45
Mendelsohn's 3 Messaging Assumptions
1) Target your messages
2) Assume your target public is uninterested in your messages
3) Set reasonable, midrange goals + objs.
46
McGuire's Assumptions for Theories of Successful Messaging:
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
Systems Theory of Messaging
Sender encodes message which is decoded by receiver, receiver encodes feedback which is decoded by sender. All of this is the environment.
48
Wijaya's "Pyramid of Love"
LOVE (deep feeling) --> brand obsession --> brand fans --> brand liking --> good feeling --> good expectations --> good perception --> neutral --> HATE
49
Persuasive Theories
Rational model
Cognitive dissonance theory
Social judgment theory
Elaboration likelihood model
Theory of reasoned action
50
Common fallacies of information processing models
Logical fallacy
Attenuated effects fallacy
Distant measure fallacy
Neglected mediator fallacy
51
Rhetorical modes
Narration, description/generic, (re)definition, analogy/metaphor, cause + effect, compare + contrast, price, allusion, symbolism, humor, positioning/distinguishing, quality, brand image, preemptive, anticipating objections
52
Message strategy essentials
Do customer research
Unique selling proposition
Your + your brand's values
Have a voice
53
Mission
Overriding purpose in line w/ the values/expectations of stakeholders
54
Vision
Desired future state
55
Corporate objective + goals
Precise statement of aims/purpose
56
Types of corporate goals
Business success
Relationship management
Reputation managementt
Task management
57
Assessment essentials
Situation analysis
Organizational structure
How well is an organization prepared?
58
Strategic communication audits
Internal environment, external environment, public perception
59
Maslow's Hierarchy of Needs
Self-actualization --> esteem --> love + belonging --> safety --> physiological needs
60
What is media monitoring?
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
Intercessory publics
Influential bridge btwn. organization and publics by carrying an org's message
62
Lazarsfeld's 2-Step Flow of Communication Theory
Ideas flow from media --> thought leaders --> populations
Based on existing relationships
63
Capturing the "right" audience
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
Discourse Communication
Publics/audience's reaction to messages strongly influenced by perceptions/experiences of groups affiliated with
Have associated rules, norms, language rules/practices
65
Stages of Publics + Relationships
Nonpublic --> latent public --> (apathetic public -->) aware public --> active public
66
Analyzing publics
Customers
Producers (provide input to the org)
Enablers (set standards/norms)
Limiters (reduce/undermine progress)
67
Social network theory
- 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
Barriers/risks to digital communications
Loss of message control
Language barriers
Cultural barriers
Infrastructure
69
Communications strategy model
Strategic analysis
Strategic intent
Strategic action
Tracking + evaluation
70
Old school CSR
Maximize shareholder value!!! (Business Roundtable, 1997)
71
New school CSR
How business accounts for financial, environmental, and social impacts of its decisions + actions
Profits, people, planet
Collaboration btwn BGS
72
ESG
Environmental Social Governance
Set of standards for socially conscious investors to screen investment decisions
73
Competing CSR views
Neoclassical
Inconsequence
Positive linkages
73
CSR vs. ESG
CSR: Business PR model used by indv. companies
ESG: Investor relations criteria to assess whether a company is worthy of investment
74
Social/ethical case for CSR
Moral responsibility
If you don't, you'll receive social pressure
Others in industry will use it to form judgments
Accountability
75
Strategic case for CSR
Good management
Builds community goodwill
Preempts external interventions
Demonstrates corporate values
76
6 Types of CSR Engagement
Cause promotion
Cause marketing
Corporate social marketing
Corporate philanthropy
Community volunteering
Socially responsible practices
77
Carroll's Pyramid of CSR
Economic responsibility --> legal --> ethical --> philanthropic
78
Questionable ethical behaviors
Misleading info
Promoting inferior products
Gain at the expense of others
Inappropriately influence policy/regulations
Contributing to systemic decline
79
Selective truth
Statement that's partly true; may be true in itself but neglects whole truth/uses some deceptive element
80
Ethics continuum
(Producer <--) Caveat venditor ("seller beware), business practice, professional codes, caveat emptor ("buyer beware"), caveat publis ("public beware") (Social interests -->)
81
Legal consequences
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
Truth-in-advertising laws
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
Libel + slander defenses
Truth, privilege (eg. public document), fair comment (eg. common interest), correction/retraction
84
4 components of strategic communication stewardship
Reciprocity
Responsibility
Reporting
Relationship nurturing
85
ROPES
Research (situation analysis)
Objective (informational, motivational, reputational)
Programming (target audience(s), key message(s), strategy, tactics, timetable, budget)
Evaluation (measurement)
Stewardship (ongoing activities)
