Midterm Flashcards
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
Definition of Public Relations
“Process” is preferable to “management function,” which can evoke ideas of control and top-down, one-way communications.
Definition of Public Relations
“Relationships” relates to public relations’ role in helping to bring together organizations and individuals with their key stakeholders.
Definition of Public Relations
Publics” is preferable to “stakeholders,” as the former relates to the very “public” nature of public relations, whereas “stakeholders” has connotations of publicly-traded companies.
Definition of Public Relations
What are the four steps of public relations?
- Research
- Planning
- Communication
- Evaluation
The process of gathering information.
Research
The first step in Public Relations?
Research
The second step in the Public Relations Process.
Planning
When research is translated into a blueprint for achieving desired results.
Planning
The third step in public relations process?
Communication
When tactics developed during planning are executed.
Communication
The fourth step in the Public Relations process?
Evaluation
In which the results of Public Relations program are measured against previously stated goals and organization values?
Evaluation
Its common purpose is to build understanding and support for ideas and causes, services and products.
Strategic Communication
Data on which you build your communication program.
Formative Research
Theory that identifies the role of opinion leaders as models in the process of mass adoption of news products or ideas.
Diffusion of Innovations Theory
Theory that identifies opinion leaders as a key link in the process of organizational communication with publics.
Two-Step Flow of Communication Theory
Concept referring to the added credibility that covers with the endorsement or an outside and unbiased agent such as a reporter or editor.
Third Party Endorsement
Visible element of a strategic plan; specific vehicles of communication.
Tactic
Face-to-face opportunities for personal involved and interaction.
Interpersonal Communication
Published and produced by organization…controls message content, timing, packaging, and distribution.
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Organizational Media
Consists of publications, fact sheets, FAQ’s. Direct Mail, postcards, memo, and Digital Media.
Organizational Media
Opportunities for credible presentation of organizational messages to large audiences.
News Media
Direct news material Media Kits In Direct News Material Media Advisory Query Letter Opinion Material Letter to editor Position Paper Interactive News News Conference News Interview Studio Interview
News Media
Aspect of an organization’s external environment focusing on the degree to which its public know about the organization (cause) and the accuracy of that information.
Visability
The type of public relations writing in which an organization prepares written comment for various potential outcomes of a situation, releasing only that version appropriate to the outcome; also called a standby statement.
Contigency Statement
Theory that identifies the role of opinion leaders as models in the process of mass adoption of news products or ideas.
Diffusion of innovations theory.
Menu of vehicle that an organization can use to present messages; four categories include interpersonal communication, organizational media, news media, and advertising and promotional media.
Communication tactic
Theory based on the presumption , in the face of criticism, both people and organizations seek to maintain or rebuild a positive reputation.
Image restoration
Proactive strategy in which business fund or otherwise support community relations gesture with an eye toward employee and customers.
Strategic Philantrophy
Situation that presents a matter of concern to an organization; trend, event, development, or matter in dispute that may affect an organization.
Issue
Part of organizational strategy; statement emerging from an organization’s goal, presented in clear and measurable terms, pointing toward particular level of awareness, acceptance or actions (compare with goal)
Objective
Type of activism that focuses on dramatization in public places; also called guerrilla theater.
Street Theater
Collection of materials for reporters attending news conferences and other news-oriented events; includes news releases, biographies, photos, backgrounders, fact sheets and related material; less accurately called press kit.
Media Kit
Process of managing how an organization distinguishes itself with a unique meaning in mind of its publics.
Positioning
Concept referring to the added credibility that comes with the endorsement of an outside and unbiased agent, such as a reporter or editor.
Third-party endorsement
Process of identifying, controlling and minimizing the impact of uncertain events on an organization.
Risk management
Strategic planning tool analyzing an organization’s strengths, weaknesses, opportunities and threats.
SWOT Analysis
Set of circumstances facing an organization, whether an opportunity or an obstacle.
Public Relations Situation
Category of proactive public relations that involves organizational performance, audience participation, special events alliances and coalitions, sponsorships, and strategic philantrophy.
Action strategies
Part of organizational strategy; statement rooted in organization’s mission or vision, acknowledging an issue and sketching out how the organization hopes to see it settled.
Goal
Process of monitoring and evaluating information by which an organization tries to anticipate emerging issues and respond to them before they get out of hand.
Issues Management
Rectifying behavior strategy in which an organization takes steps to contain a problem, repair the damaged and/or prevent its recurrence.
Corrective Action
Agenda-setting theory
Theory that identifies the relationship between the media agenda and public agenda.
Theory that identifies opinion leaders as a key link in the process of organizational communication with publics.
Two-step flow of communication
What is the class message for Green & Gold campaign
The Campus we Deserve
The theme this semester?
Figure it out
somewhat expanded for the purposes of this study. Specifically, “customers” were taken to mean the general public, since, for the most part, specific customers were not cited in the texts and therefore any service to the community as a whole was considered a means of anticipating, recognizing, and meeting the needs of customers, potential or actual.
Service Orientation
