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45 Cards in this Set

  • Front
  • Back
issues management
process of identifying issues that potentially impact organizations and managing organizational activities related to those issues.
secondary research
research already done by someone else or another organization
primary research
firsthand, original research
informal research
method of gaining an in-depth understanding of an audience without the rigor of more formal, scientific research methods (also called preliminary because it is non-scientific)
record keeping
keeping track of relevant and crucial information regarding an organization
key contacts
people who either can influence the publics an organization is trying to reach or who have the direct power to help the organization
key contacts are best used...
to provide early warnings about issues that may become significant in the future
special committees
internal and external committees of key communicators, decision makers, and opinion leaders can help identify issues before they become problems and suggest alternative course of action
focus groups
small number of people who share some demographic characteristic
casual monitoring
systematically screen material that regularly comes through the office- carefully tracking mail, telephone calls, and sales reports
formal research
scientific research or information gathering
content analysis
research method that allows the researcher to systematically code and thereby quantify the verbal content of written or transcribed messages
survey research
formal or scientific study usually accomplished through the use of a questionnaire administered to a sample of the audience being studied
2 types of survey data
demographic and opinion
experimental research
divided into two categories- laboratory and field experiments
lab experiments
take place in carefully controlled environments
field research
real-world settings
descriptive data
used to describe something, such as a particular group of people
inferential data
describes that characteristics of people not included in the specific group from which the information was obtained
qualitative research
method of delving into audience opinion without relying on formal, number based research methods
simple random sampling
technique that allows each member of a public an equal chance of being selected
latent public
group faces an indeterminate situation but does not recognize it as a problem
aware public
group recognizes a problem, that is, what is missing in the situation and becomes aware
active public
group organizes to discuss and do something about the problem
public relations audit
- relevant publics
- organizations standing with publics
- issues of concern to publics
- power of publics
primary public
group to which action is ultimately directed
intervening publics
have direct contact with the primary audience and can pass messages along to them
moderating publics
groups that share common goal and can make impact on primary public
diffusion
term used to describe the way in which new ideas are adopted in a society
critical paths
- awareness
- interest
- evaluation
-trials
- adoption
awareness
people become aware of the idea or practice, although knowledge is limited
interest
people begin to develop an interest in the idea and seek more info
evaluation
people begin to mentally apply the idea to their individual situations
trials
actual applications of the idea or practice
adoption
once idea is proven worthwhile, it is adopted by target audience
goals
generalized ends that provide a framework for decision making and behavior but are too broad to help much in making day-to-day decisions
objectives
expected solutions to day-to-day problems that we can use to deal with that problem and to evaluate whether we have solved it
strategies
the type or emphasis of the message- the overall game plan
tactics
the most specific, direct action that you can take in the plan; decisions made during the course of battle
dissonance theory
states that an attitude could be changed if it were juxtaposed with a "dissonant" attitude that was logically inconsistent with the first
selective exposure
we seek out information that agrees with out attitudes or beliefs
selective attention
we tune out communication that goes against our attitudes or beliefs or pay attention only to parts that reinforce our positions, forgetting the dissonant parts
selective perception
we tend to interpret information so that it agrees with out attitudes and beliefs
selective retention
we tend to let psychological factors influence our recall of information. we forget the unpleasant or block the unwanted
seven Cs of PR communication
- credibility
- context
- content
- clarity
- continuity
- channels
- capability of the audience