PR Quiz 3 Flashcards
Research
What do we know about the problem, opportunity, or situation? Who are our key publics/target audience?
Planning
What strategy will we use to address the problem, opportunity, or situation? What are our goals, objectives, metrics, and timeline.
PESO
Communication
How will we communicate with our publics/target audience? Tools?
Evaluation
Were our goals achieved? What metrics indicate success?
What is a public
Any group whose members have a common interest or common values in a particular situation.
Types of publics
Traditional, nontraditional, latent, aware, active, intervening, primary, secondary, internal and external
Traditional publics
Are groups with which organizations have ongoing, long term relationships. Traditional publics include employees, news media, government, investors, customers, multicultural groups, and constituents.
Nontraditional publics
Are groups that usually are unfamiliar to an organization
Latent public
Is a group whose values members haven’t yet realized it; the members of the public are not yet aware of the relationship
Aware public
Is a group whose members are aware of the intersection of their values and with those of your organization but haven’t organized any kind of response to the relationship
Active public
However not only recognizes the relationship between itself and your organization but is working to manage that relationship on its own terms
Intervening public
Any group that helps send a public relations message to another group, the news media are often considered to be an intervening group.
Primary public
Any group that is united by a common interest, value, or values, in a particular situation and that can directly affect an organization’s pursuit of its goals.
Secondary public
Groups that are united by a common interest, value, in a particular situation and that have a relationship with a public relations practitioners organization but which have little power to affect that organization’s pursuit of its goals
Resource dependency theory
People have resources we need, and what can we do to maintain this relationship, mutually beneficial.
Social exchange theory
Helps provide a preliminary answer, holding that an exchange of resources occurs in successful relationships. Each party in the relationship gets something that it wants or needs
Media Uses gratification theory
The idea that people use media to pass time, or their own specific. needs.
Surveillance, personal identity, personal needs, and diversion
Co-orientation
A research process to help PR pros find out where the organization and public agree or disagree
What is public opinion
The sum of individual opinions on an issue that affects those who have self-interests in the issue and may benefit or lose something as a result of the issue
Communication mode
Graphic representations helpful in understanding the dynamics of the communication process
Source-message-channel-reviever-feedback-source
Noise is all around
Noise
Envelopes communication and often inhibits it, noise can take both physical and intangible forms, it can have a physical quality such as that experienced when a person is trying to talk with someone in a large crowd.
Source
Is where a communication originates, the source is also the first part of the coordination model, how a source views its audience and is viewed by an audience
Message
Is the content of the communication, to a larger degree, successful formation of the message relies on knowledge of both the purpose of the message and its intended receiver
Channel
Is the medium used to transmit the message to the intended receiver, the selection of the most appropriate channel or channel is a ket strategic decision. The channel must be relevant and credible to the intended receiver.
Receiver
Is the person or persons for whom the message is intended, the receiver is also the second part of the cor-orientation model, how the receiver views the source and is viewed by the source can help or hinder communication
Feedback
Is the receiver’s reaction as interpreted by the source - to the message without the final step, true communication does not occur, feedback lets you know whether the message got through and how it was interpreted
Magic bullet theory
This theory is grounded in a belief that the mass media wield great power over their audience.
Mass media– public
Two step theory
Of mass communication, the foundation of which is the belief that the mass media influences societies key opinion leaders who in turn influence the opinions and actions of society itself
Mass media–opinion leaders–public
Social diffusion theory
Is a relatively new concept based on an old theory of how idea and innovations and spread through society, under this theoretical view of mass communication, people have the power to influence members of their own peer groups
Belief
One’s commitment to a particular idea or concept based on either personal experience or some credible external authority
Attitude
Is a behavioral inclination
Opinion
Is an expressed behavioral inclination
Two types of leaders
Formal and informal
Formal
Influenced and believed because of a position or title
Informal
Admired or believed because of some special characteristics they have over their peer group
Ethics
Ethics are values, standards of conduct that indicate how one should behave based on moral duties and public principles or right and wrong
Values
Private beliefs
The ethics code
Members of public relations society of america (PRSA) pledge to abide by that organization’s code of ethics
Free flow of information
Protecting and advancing the free flow of accurate and truthful information is essential to serving the public interest and contributing to informed decision making in a democratic society
Ethics codes for values- Driven public relations
International, societal, professional, organizational, personal codes
Objectivity
Rooted in journalism, legal reasons
Advocacy
May involve unpopular opinions, may involve delivering bad news
Trust Corporate social responsibility
Recognize how organizations can build public trust by socially responsible
The Potter Box
A tool designed by Ralph Potter to help people analyze individual ethical crisis
Role of the practitioner
Practitioners also require an. intimate knowledge of the laws governing what they may or must say or do in a variety of situation
Political speech
Expression associated with normal conduct of democracy, U.S supreme court reluctant to limit political speech
Commercial speech
Expression intended to generate marketplace transactions, restricted, less protected by First Amendment, Restriction limited at the end of 20th century, limitations of corporate speech
Federal Trade Commission
The FTC was put in placed to ensure the nation’s markets function competitiveness are rigorous and free of under restrictions.
Securities and exchange commission
The agency today finds itself in a renewed effort to ensure transparency and fairness to the nation’s securities markets
Federal communication commission
Responsibility for ensuring the orderly use of the nation’s airwaves in the public interest
FDA
Protect and enhance the health of Americans
The four torts of privacy
Intrusion, false light, publication of private facts, and appropriation
Intrusion
As an improper an intentional invasion of privacy of a person’s physical seclusion or private affairs
False light
Even if the communication in question isn’t defamatory, you can be sued if you present someone in a false light
Publication of private facts
Involves the public disclosure of true personal information that is embarrassing and potentially offensive
Appropriation
As the commercial use of someone’s name, voice, likeness, or other defining charactertistics without consent
Copyright
protect original works from unauthorized use, central to any discussion of copyright protections is the concept of intellectual property,
The Digital Millennium Copyright Act
Rules for downloading, sharing, and viewing copyrighted material on the Internet. It made it a crime to circumvent antipiracy measures built into most commercial software, videos, and DVDs.
Fair use
Which the law has said is the use of copyrighted material “for purposes such as criticism, comments, news reporting, and teaching.”
Litigation Public Relations
Is the use of mass communication techniques to influence events surrounding legal cases.
