Public Relations Flashcards
Public relations is the use of information to influence _________ __________.
Public opinion
tasks
planned communication designed to influence significant publics ex: black rock and a pretty building
systems
systems for ongoing communications, not individual skills and tasks
systems operations
maintaining systematic two-way communication
3 major goals of public relations (on test)
maintain favorable opinion
create opinion where none exists
neaturalize hostile opinions
systems theory
gives us a way to think about relationships
ex; us and Kroger
situational theory
how and when er might expect key publics, rest of the environment, and new groups (new groups may pop out to help or challenge the organization)
ex: mothers against drunk driving
Action assembly theory (3)
peoples thinking can be explained by three constructs: structures, content, and process
Structures ( action assembly theory)
the form of our thought. everyone is unique and people build up a set of expectations
content (action assembly theory)
the specific characters, details, and plot twists with the basic structure
process (action assembly theory)
the operations we use to take in, transform, and store information
social exchanges theory
people want their costs low and rewards high
diffusion theory *
how people process and accept information through 5 stages: awareness, intereest, evaluation, trial, adoption
ex: cost co example
agenda setting theory
not every one will see, hear, or accept the news equally
Potential results of mismanagement of PR
damage to the organizations reputation
decline in stock prices
strained community relations
