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ALR300 > phase 2) Campaign Strategies > Flashcards

phase 2) Campaign Strategies Flashcards

1
Q

Define “position statement’

A

A position statement is the articulation of how an organization wants to be seen and known, especially vis-a-vis its competition. (ie most economical, green, family friendly etc)

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2
Q

Goals:

A
  • Rooted in orgs mission or vision
  • What we want to accomplish
  • a goal acknowedges an issue and sketches out how the org hopes to see it settled
  • Reuputation management goals
  • Relationship management goals
  • Task management Goals
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3
Q

Define reputation management goals

A

-Deals with the identity and perception of the organization

improve, enhanve, reinforce, promote

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4
Q

Define relationship management goals

A

Focus on hos the organization connects with its publics

promote, enhance, maintain

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5
Q

Task management goals

A

Concerned with getting certain things done

increase, Advance, Impact, create, attract

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6
Q

Define a PR objective:

A

is a statement consistent with organizations positioning and emerging from the organizations goals.
clear, measurable written to point the way toward particular levels of
AWARENESS, ACCEPTANCE OR ACTION

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7
Q

An objective must be written to bring

A

Awareness (or)
Acceptance (or)
Action

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8
Q

11 Elements of an objective is:

GPIREMTSCAA

A 
Goal Rooted
Public Focused
Impact Oriented
Research Based
Explicit
Measurable
Time Definite
Singular
Challenging
Attainable
Acceptable
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9
Q

Define ‘Awareness Objectives’

A

The first level, awareness objectives, focuses on info, providing the COGNITIVE (thinking) component of the message. Tese objectives specify what info you want your publics first to be exposed to and then to know, understand and remember

Particularly deal with dissemination & message exposure, comprehension, and retention

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10
Q

Define ‘Acceptance objectives’

A

Deals with with affective (feeling) component of the message- how people respnd emotionally to info they have recieved. these objectives indicate the level of interest or the kind of attitude an org hopes to generate among its publics

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11
Q

Define ‘Action Objectives’

A

Takes aim at expression and conduct, providing the conative (behavioural) component of the message. These offer two types of action: opinion (verbal action) and behaviour (physical action).
Should be focused on orgs bottom line

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12
Q

How to start an objective?

A

“To”

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13
Q

important elements of an objective include

A
  • Public
  • Category of either awareness OR acceptance OR exposure
  • Specific effect
  • Focus
  • Performance metric
  • Time Period
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14
Q

Describe ‘proactive strategy’ ‘

A

-Proactive strategy
org take sthe initiative to interact with publics
-enables it to launch a comm program under the conditions and according to timelines that best fit the orgs interests

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15
Q

What are the 2 types of Proactive strategies

A

-Action strategies
-Key communication strategies
(EXPAND ON BOTH OF THESE)

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16
Q

What is a reactive strategy

A

responds to influences and oppotunities from an orgs environment. Such response strategies include pre-emptive action, offensive and defensive responses, diversion, commiseration, rectyfying behaviour and strategic inaction.

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17
Q

Proactive strategy 1: Action is…..

A
  • Organization performance
  • Audience engagement
  • Special events
  • Alliances & coalitions
  • Sponsorships
  • Strategic philanthropy
  • Volunteerism
  • Activism
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18
Q

Proactive strategy 2: communication is….

A
  • Publicity
  • Newsworthy info
  • Generating news
  • News peg
  • Transparent communication
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19
Q

Organization performance

A

the performance of an organzation is what it does, as compared to what it says

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20
Q

Framing theory

A

pg158

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21
Q

Priming theory

A

pg158

22
Q

Cognitive Dissonance

A

pg158

23
Q

Consistency

A

pg158

24
Q

Cultivation

A

pg158

25
Q

Diffusion of Innovations

A

pg158

26
Q

Social Judgement

A

pg158

27
Q

Spiral of Silence

A

pg158

28
Q

Systems

A

pg158

29
Q

Uses and Gratifications

A

pg158

30
Q

Reactive Strategy 2: Offensive response icludes

A
  • An Attack
  • Embarrassment
  • Shock
  • THreat
  • Standing firm
31
Q

Reactive strategy 3: Defensive response

A
  • Denial
  • Excuse
  • Justification
  • Reversal
32
Q

Reactive strategy 4: Diversionary Response

A
  • Concession
  • Ingratiation
  • Disassociation
  • Relabelling
33
Q

Reactive strategy 5: Vocal Commiseration

A
  • Concern
  • Condolence
  • Regret
  • Apology
34
Q

Reactive strategy 6: Rectifying behaviour

A
  • investigation
  • Corrective action
  • Restitution
  • Repentance
35
Q

Reactive strategy 7: Deliberate inaction

A
  • Strategic Silence
  • Strategic ambiguity
  • Strategic inaction
36
Q

Information model of communication

A
  • plays out as press agentry and public information
  • Mathematical theory of communication
  • cybernetic model of communication
37
Q

The persuasion model of communication

A
  • is asymmetric

- focus on advocacy and attempts to influence

38
Q

The dialogue Model of communication

A
  • symmetric approach
  • rooted in relationships
  • quest for understanding
  • Consensus building
  • Conflict resolution
39
Q

information based communication model

A

SEE PAGE 200

40
Q

Define ‘Ethos’ Message source

A

Ethos is communication effectiveness based on the character of the speaker and on the common ground shared by speakers and audiences

41
Q

what are the 3 C’s of effective communication (as it relates to ethos)

A
  • Credibility (Status, expertise, honesty, competence)
  • Control (Power, Scrutiny, Authority)
  • Charisma (Familiarity, Likeability, Similarity, Attractiveness)
42
Q

Logos: appeal to reason is

A

logic and reason

43
Q

Proposition (logos)

A

is also known as claim. is the primary idea in a speech, editorial ad, tv program or other communication vehicle

44
Q

Factual proposition (logos)

A

proves something exists based on provable usually physical evidence

45
Q

Conjecture proposition (logos)

A

states that something probably exists, based on reasoned conclusion drawn from physical evidence. it asks audience to agree with conclusion

46
Q

Value Proposition (logos)

A

identified the virtue of something. Value claims also relates to objectives dealing with acceptance which is to increase interest or build positive attitudes.

47
Q

Policy proposition (logos)

A

identifies a course of action and encourages its adoption, such as advocacy for changeing the legal drinking age

48
Q

Verbal evidence includes:

A
  • Analogy
  • Comparison
  • Example
  • Statistics
  • Testimonial and endorsement
49
Q

Define ‘Pathos’: positive appeal to Sentiment

A

positive emotional appeals to;

  • Love appeal
  • virtue appeal
  • Humour appeal
  • Sex appeal
50
Q

Define ‘Pathos’ Negative appeal to sentiment

A
  • Fear appeal

- Guilt appeal

ALR300 (11 decks)

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