Test 3: Chapter 9 Flashcards
earned media
Favorable publicity prompted by PR source rather than advertising, such as news conference, event, or press release
Aim of Strategic Communications
to persuade an audience to think or behave as communicator wishes
Challenge of Strategic Communications
to know which media channel will be most effective for delivering particular message to particular audience
Persuasive Communications
techniques encourage agreement in apparently natural or commonsense way
rhetoric
ancient art of discourse focused on persuasion
ethos
appeal to credibility and ethics of the speaker
pathos
appeal to the emotions of the audience
logos
appeal to reason and facts
three pillars of rhetoric
audience, speaker, text
Elaboration Likelihood Model (ELM)
a theory of persuasion that claims we process persuasive messages one of two ways: central processing or peripheral processing
central processing
thoroughly examine all aspects of the messaging and carefully consider all options
peripheral processing
we do not devote a lot of mental energy to the message, but are guided by heuristic cues (like the color of a car vs. practicality)
Cognitive dissonance
a theory that claims we act first and then rationalize or create reasons for our behavior afterward to make our actions consistent with self-perceived notions of who we are
Direct Effects Model
claims media have direct and measurable effects, such as encouraging us to buy products or to become violent
Public Relations Duties
Persuading important gatekeepers, such as editors, journalists, or influential bloggers, that client information is sufficiently newsworthy to be published or broadcast
Managing reputations: making sure public sees clients in most advantageous light
PR vital part of three-way relationship among media, organizations, and public
Press agentry
getting attention for a client, often by creating outrageous stunts to attract journalists
Two-way symmetrical model
emphasizes system of managing relationships among organizations, individuals, and their many publics
Assesses attitudes, knowledge, behaviors, and intentions of various publics or stakeholders
Places premium on ethical practice of PR
social media encourages two way communication
pitch
request to review client’s new product or do story about client or product
What percentage of news is influenced by psuedo-events?
75%
Changing Trends in PR
Professional divisions between advertising and PR are blurring
Integrated communications
Online public demands more transparency from companies
Companies learning to talk with clients or publics through forums, blogs, and social media
Integrated Communications
all channels of communication about a company or brand working together to create cohesive message
