PR Test #2 Flashcards
Research
The controlled, objective, and systematic gathering of information for the purpose of describing and understanding.
Obstacle
Situation you are trying to overcome that limits the organization from realizing its mission (negative)
Opportunity
Situation that offers advantages to the organization and or its public’s (positive)
Organizational analysis
Look at organization holistically and objectively to get better understanding of the business. Component of strategic planning, may or may not be part of PR strategic plan. Consider internal environment, public perception and external environment.
Primary research
Gaining new and original information generated through a research project.
Casual research
Using online search or asking people you know what they know about the topic at hand.
Secondary research
Collected by someone else; available through existing and credible sources, such as reference books, electronic databases, professional organization archives, case studies
Qualitative research
Soft data- open ended questions; non-random samples. Exploratory in nature;relies less on stats and more on interpretation of text. Valid ( measures what is supposed to measure) but not always reliable (same results won’t be achieved if study is repeated.
Quantitative research
Close ended questions; highly structured, random samples. Descriptive or explanatory research, statistical. Valid and reliable
Content analysis
Systematic but objective counting/ categorizing info. Measures amount of media coverage an organization gets. Determines strengths and weaknesses of the competition
Interviews
Brief one on one Q &A sessions, often in public places like shopping malls (intercept interviews)l Gathers general opinions.
Focus Groups
8-12 people who represent characteristics of the target public’s; led by trained facilitator who asks questions and encourages participants to speak freely. Identifies attitudes and motivations, pretext messages before campaign launch
Likert scale
Strongly agree, agree, undecided, disagree, strongly disagree
Three types of objectives
Awareness, acceptance, action
Awareness
Inform and educate the public, factual messages, difficult to measure success unless pre/post awareness study exists
Acceptance
Change the public’s level of interest, attitude or feelings, factual /persuasive messages
Action
Change the public’s opinion or behavior and motivate them to act. Persuasive messages, easier to measure success because an action is required.
Consumers
Those who use the product or service
Producers
Those who produce the product or service. Employees and volunteers
Enablers
Those who make it possible for the organization to provide the product/service (finders, regulatory agencies, media gatekeepers)
Limiters
Those who hinder or limit the use of the product or service (competition)
Interpersonal communication
Face to face opportunities for personal interaction; disseminating information sought by audiences, tends to be most persuasive.
Organizational media
Owned media, published/ produced by the organization; info may or may not be sought by audiences; allows for controlling the message (pushing own agenda)
News media
Earned media, unbiased, newsworthy info published/ produced by print/ broadcast/ digital news outlets and carried to audiences who aren’t seeking info; adds credibility , but also opposing viewpoints
Noise
Interference that limits ability of the channel to carry the message; distorts clarity
Redundancy
Phrases in which one or more words add no meaning to the sentence, usually adjectives or adverbs
Active voice
The subject performs the action;eliminates words, gets to the point quickly and increases readability. Preferred for PR
Passive voice
The subject is being acted upon; diverts attention from the doer.
Jargon
Technical language familiar only to a particular group; may isolate readers.
Doublespeak
Vague language that intentionally obscures the real meaning behind the words; instead write with honesty and integrity. Unauthorized withdrawal- bank robbery
Cliches
A familiar expression overused to the point where it is stale and lacks credibility. Ballpark estimate
Denotation
Dictionary definition of a word
Connotation
Deeper meaning of a word
Analogy
Explains unfamiliar concepts using familiar terms/ imagery
Life is like a box of chocolates, you never know what your gonna get.
Simile
Make direct comparison between two dissimilar concepts using the words like or as
Metaphors
Make a direct comparison without using like or as
Persuasion
Process of communication that intends to influence people using ethical means that enhance a democratic society.
Logos
An appeal to audience’s intellect
Pathos
An appeal to audiences emotions
Ethos
An appeal based in speakers character and shared commonality with an audience
Repetition
Key to helping an audience remember the message. Audience has to be exposed to the message three times before it resonates.
Media impressions
How many people have been exposed to a message
Three Cs
Credibility, charisma, control
Credibility
Someone with expertise to speak about a particular subject, a recognized social or organizational status, and competence to communicate effectively, along with honesty, sincerity, and a lack of bias. Doc
Charisma
Someone who is likable and familiar to the public, similar to the public and or physically attractive, which can sometimes work against establishing credibilty
Control
Someone with power/authority over the public, or who is in a position to examine/pass judgement over the public. Cop
Tactics
Specific PR activities that put the campaign into operation and help achieve objectives; most visible part of strategic plan.
Objectives
Specific, tangible and measurable goals
Public’s
The group of people who share a common bond or relationship with an organization. Most important public is known as the Key public
Communication
Giving, receiving, and sharing info through verbal, written and non-verbal methods
PR situation
Set of circumstances facing an organization. Consider the background and importance of situation. Situations are either obstacles or opportunities.
SWOT
Strengths, weaknesses,opportunities, threats
Evaluation
Measurement of results against established objectives(awareness, acceptance, action) set during the planning process. Tells what you did right and wrong and there are key performance indicators (KPI)
