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Topic Organizations in the media > Week 2 > Flashcards

Week 2 Flashcards

1
Q

Characteristics of four models of PR

A
  1. press agency
  2. public information
  3. two-way asymmetrical
  4. two-way symmetrical
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2
Q

Press agency

A
  1. using persuasion and manipulation to influence audiences
  2. one way and asymmetrical
  3. propaganda
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3
Q

Public information

A
  1. it’s honest but still one-way
  2. one way and symmetrical
  3. dissemination of information
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4
Q

Two-way asymmetrical

A
  1. organization is more interested in its stakeholders, based on scientific insights they are trying to persuade the public. But they use feedback of public to make their messages more effective
  2. two way asymmetrical
  3. scientific persuasion
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5
Q

Two-way symmetrical

A
  1. both the organization and stakeholder were engaged in dialogue, but of course you could ask how much influence stakeholders had in the decision making
  2. two way symmetrical
  3. mutual understanding
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6
Q

Critique Laskin on Grunig

A
  1. Not dimensions at all
  2. Conceptual flaw
  3. on the one hand it’s asymmetrical (only serves the organization’s interest) on the other hand symmetrical (serving both organization’s and public interest)
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7
Q

Conceptual flaw

A

the dimensions cannot be called dichotomous because symmetrical effects seem to incorporate the opposite end of the spectrum as well - both ends of the continuum have the interest of the organization and only one side has the interests of the publics

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8
Q

Similarly Laskin

A

Two-way communication is in no way the direct opposite to the one-way communication. In fact, two-way communication includes one-way communication in itself - only it includes it twice: one-way from the organization to the public and one-way from the public to the organization

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9
Q

Four scales of public relations

A
  1. Intended beneficiary scale
  2. strategic nature scale
  3. role scale
  4. time frame scale
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10
Q

Intended beneficiary scale

A
  • In who’s interest is the communication? - In the interest of the organization or also benefiting the public as well?
  • If its was full motivated, it would be in the middle
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11
Q

Strategic nature scale

A
  • An organization can be reactive (only communicating when they’re forced to by their stakeholders) or they could communicate proactive (based on research, because they know what their stakeholders want to hear so they actively engage in communication proactively)
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12
Q

Role scale

A
  • Technical (=limited view of PR practice: just writing press releases and sending them out) to managerial (=holistic view: not only working on press releases but also looking at how the organization is communicating as a whole, internal communication, corporate social responsibility. It entails more responsibility)
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13
Q

Time frame scale

A
  • Looking at the organization’s communication efforts and determine whether it’s short term based focused (only engaging in what’s important today) or also interested in building genuine and structural relationships with stakeholders
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14
Q

PII model

A
  • Preparation
  • Implementation
  • Impact
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15
Q

Preparation - PII model

A
  1. presentation quality
  2. program content
  3. information base
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16
Q

Implementation - PII model

A
  1. Attentive audience
  2. Potential audience
  3. Placement
  4. Distribution
17
Q

Impact - PII model

A
  1. Social and cultural change
  2. Repeated behavior
  3. Behavioral change
  4. Attitude change
  5. Opinion change
  6. Knowledge gain
18
Q

Advantages and opportunities of social media for organizations

A
  1. fast, cheap and interactive channels
  2. allow for direct communication with stakeholders (no media filter)
  3. it enables symmetrical two-way communication
  4. increase visibility of organizations
  5. effective in influencing customer opinion
19
Q

PR’s most common social media uses

A
  1. dissemination of tailored messages to potential or current customers
  2. offering of entertainment and online experiences
  3. gathering of valuable information on public opinion about organization
  • There’s no evidence that it helps building more engaged publics or stronger relationships between public and organization
  • Insights on effects on public behaviors and attitudes are absent due to focus on likes and shares
  • downside: monitoring and data collection have increased consumer skepticism

Topic Organizations in the media (6 decks)

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