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