Unit 1 Exam Flashcards
Definition of PR
A planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication
What does PR do?
Research, planning, communications dialogue, and evaluation
How does PR do it?
John Marston’s 4 step Model: Research, action, communication and evaluation
Crifasi’s ROSIE
Research, objectives, strategies, implementation, and evaluation
RPIE
Research, planning implementation and evaluation
Sharpe’s 5 Principles
Honest communication, openness and consistency or actions, fairness of actions, continuous two-way communication, and environmental research and evaluation
Management Interpreter
Interpret philosophies, policies, programs, practices of management to public
Convey attitudes of public to management
Definition of Publics
Internal and external, primary, secondary, and marginal, traditional and future, and proponents, opponents and uncommitted
Goals of Communication
To inform, to persuade, to motivate, and to build mutual understanding
Traditional Theories of Communication
Two-step flow there and concentric-circle theory
Pat Jackson’s five-step process
- Building awareness
- developing a latent readiness
- triggering event
- intermediate behavior
- behavioral change
SEMDR
Source, encoding, message, decoding and receiver
Contemporary Theories of Communication
Constructivism and coordinated management of meaning
How should businesses influence public opinion?
Honesty and candor
Public opinion
A group of people who share a common interest in a specific subject and their expressions of strong attitudes on a particular topic is a public
Attitudes
Once assumed to be predispositions to think in a certain way about a certain topic
Attitudes based on a number of characteristics
Persona, cultural, educational, familial, religious, social class, and race
How are attitudes influenced?
Attitudes are positive, negative or nonexistent
Theory of cognitive dissonance
Avoid dissonant/opposing information and seek consonant/supportive information
Systematic mode
Carefully considers argument
Heuristic mode
Skimming the surface
Marketing
Selling a service or product through pricing, distribution and promotion
Advertising
Subset of marketing; pay to place message formats
Branding
Creating a differentiable identity for a company or product
Third-Party Endorsement
Tacit support of objective third-party observer, advertising perceived as self-serving
Native Advertising
Branded content or sponsored journalism
Traits of a PR professional
Interpret philosophies, policies, programs, practices of management to public and convey attitudes of public management
Buzz Marketing
Word-of-mouth - another alternative to traditional advertising that enlists “influencers” or “trend setters”
Who is the real father of modern public relations?
Ivy Lee
PR evolution influenced by
Growth of big institutions, heightened public awareness and media sophistication, increasing incidence of societal chance
Dark side of online communications
Internet sabotage, easy for customers to complain on blogs, start rogue websites and spread urban legends
What does integrated marketing communications include?
Marketing oriented tweets, Facebook messages, instagram photos, youtube videos, internet publicity
What does PR establish?
Credibility and tells brand story more comprehensively than advertising
Building a brand
Be early, be memorable, be aggressive, use heritage, and create a personality
Brand vs. Reputation
Brand: what you sat and how you behave
Reputation: what others say abut you based on perceptions
When can product publicity be effective?
Introducing a revolutionary new product, eliminating distribution problems with retail outlets, small budgets and strong competition
Public relations professional approach
Realize native advertising isn’t really “news”, place the content in context, emphasize consumerism, discuss philanthropy, and avoid the hard sale
Trade show participation
Analyze the show carefully, select a common theme, emphasize what’s new, consider local promotional efforts, and evaluate the worth
Cause -related marketing
PR sponsorship tied to philanthropy
In-Kind promotions
A service, product, or other consideration is offered in exchange for publicity
What percentage of Fortune 500 companies have a corporate blog?
23%
What percent of Fortune 500 companies have an active twitter account?
62%
What percent of Fortune 500 companies have a corporate FB page?
58%
Brand integration
Integrate products into the fabric of what is being presented on the screen or in a song
___ -> ___-> ____
Attitudes -> Opinions -> Actions
The Silent Majority
the majority of people, regarded as holding moderate opinions but rarely expressing them.
Marshall McLuhan
Canadian professor of literature and culture, developed a theory of media and human development claiming that “the medium is the message.”
Kinds of evidence that persuades
Facts, emotions, personalizing, and appealing to “you”
Semantics
The study of what words really mean
Medium
Relevant in todays hyper-media society, where the reputation and integrity of a particular media media source may vary widely
Spiral of Silence
Suggests that communications that work well depend on the silence and non participation of a huge majority
