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46 Cards in this Set
- Front
- Back
- 3rd side (hint)
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What is a strategy? What are its characteristics?
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the organization’s overall plan
How it decides what and how it wants to achieve Focused on action; proactive and responsive Focused on content of its message; theme, source, content and tone |
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What is a goal? What are its characteristics?
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rooted in the organization’s mission or vision
What you want to achieve stated in general terms Provide direction but lack measures Usually set by public relations managers |
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Difference between 1) relationship management goal, 2) reputation management goal, and 3)task management goal.
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1)
Focus on how the organization deals with its publics 2) Deal with the identity and perception of the organization 1) Focus on how the organization deals with its publics 3) Concerned with getting certain things done |
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What is positioning?
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process of managing how an organization distinguishes itself in the minds of its publics
How it is seen and known by its publics as distinct from its competition It’s unique meaning in the mind of its publics How we want our organization to be seen by its publics |
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What is an objective? What are its characteristics?
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a statement emerging from the organization’s goals
Clear and measurable statement that lead to awareness, acceptance, or action “a milestone measuring progress toward a goal” Established by communication managers, based on broad, organizational goals Deal with intended outcomes rather than the specifics of how to reach them |
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What constitutes a good objective?
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Goal rooted
Public focused Impact oriented Linked to research Explicit Measurable |
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What three stages of persuasion make up the hierarchy of objectives?
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Awareness objectives deal with information and knowledge (cognitive/thinking part of message)
--Attention, comprehension, retention Acceptance objectives focus on how people react to information (affective/feeling part of message) --Interest, attitude Action objectives address a hoped-for response to information and feelings (conative/behavioral part of message) --Opinion, behavior |
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difference between a 1) proactive strategy and a 2) reactive strategy?
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1) Initiated by the organization
Implemented according to a plan Under conditions that best fit the organization’s interests According to the organization’s timeline Includes action strategies and communication strategies 2) A response to outside forces; the objectives of which are to: gain public understanding maintain and restore reputation rebuild trust and support |
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What is adaptation?
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the willingness/ability of the organization to change to create harmony with its publics
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What is saliency?
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talk about what’s applicable/useful to audiences
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publicity stunt
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A gimmick mainly to gain publicity with little additional value
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sponsorship
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involves either providing a program directly or the financial, personnel, or other resources for the program
Used to garner visibility and respect among key publics Should have a logical link between organization and activity sponsored May be based on existing marketing relationships or appeal to new publics Can stretch promotional dollars farther than media advertising |
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strategic philanthropy
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funding/supporting communication relations gestures geared to their employees and customers
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activism
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a confrontational strategy focused mainly on persuasive communication & advocacy model of PR
deals with causes or movements |
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civil disobedience
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nonviolent, nonlegal, generally visual
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• street theatre
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social and political protests that become dramatizations in public places
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gatekeepers
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control the flow of info into the media
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• transparent communication
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open and observable activity by an organization helps publics understand the organization and support its actions
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• prebuttal
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pre-emptive strike when bad news is inevitable
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What makes information newsworthy?
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information that offers the audience a new idea or the latest development
Usually involves action, adventure, change, conflict, consequence, content, controversy, drama, effect, fame, importance, interest, personality, prominence, proximity… Signfincance: has meaning beyond the organization Local: relevant to the coverage area of the news medium Balance: information is presented objectively; not promotional Timely: connected to current, high profile issues Unusual: human interest, novel, rare, unique, offbeat Fame: involve a well-known or important person |
SiLoBaTi + UnFa
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Offensive Response Strategies
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Attack –
claim the accusation is an attempt by a negligent or malicious accuser to tarnish the organization’s reputation Embarrassment – try to lessen an opponent’s influence by using shame or humiliation Shock – deliberately agitate the mind or emotions through surprise, disgust, or other strong stimulus Threat – promise that harm will come to the accuser or the “teller” of the bad news |
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Defensive Response Strategies
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Denial –
refuse blame; claim it doesn’t exist, didn’t happen, or is not related to the organization innocence: “We didn’t do it” mistaken identity: “You have us confused with someone else” blame shifting: “So-and-so did it” Excuse – minimize responsibility for harm or wrongdoing provocation: “We had no choice” accident: “It was beyond our control” victimization: “Criminals targeted us” association: “We inherited the problem” Justification – “we did it, but for good reason” good intention: “We were trying to do something positive” context: “Look at it from our side” idealism: “It was the right thing to do,” “Doing God’s will” mitigation: “He/She was impaired, sick, coerced, untrained” |
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Diversionary Response Strategies
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Concession –
try to rebuild its relationship with publics by giving them something they want Use when gift is valued and you can remain committed; or to create favorable publicity Ingratiation – charm your publics by “tossing them a bone” Cosmetic/superficial and ethically questionable Disassociation – distance yourself from the wrongdoing Fire the wrongdoers; separate yourself from them Relabeling – Distance yourself from criticism by offering a more agreeable name to replace a negative label from others Avoid “doublespeak”: deliberately misleading language |
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Vocal Commiseration Strategies
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Concern –
express that you’re not indifferent, but don’t admit guilt Condolence – More formal, express grief over someone’s loss or misfortune; but don’t admit guilt Regret – Admit sorrow and remorse, offer no apology Apology – focused most on public’s interest and least on the organization’s |
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Rectifying Behavior Strategies
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Investigation –
promise to examine the situation and act as facts warrant; short-term way to buy time Corrective Action – take steps to contain the problem; repair the damage and/or prevent its recurrence Restitution – make amends by compensating victims or restoring the situation to an earlier condition Repentance – strongest type; involves a change of heart and change of action; full atonement and turning away from former position while becoming an advocate for a new one |
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Characteristics of a good apology
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Acknowledge you did wrong, express remorse, attempt to repair injustice, promise not to commit the offense again
Must be sincere, timely, and likely go against legal advice |
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information model of communication
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Focused on content and channels of communication
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persuasion model of communication
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Attempt to influence people using ethical means
Not deception (lying), coercion (threat of force), or propaganda (half-truths or hidden agendas) Advocacy or asymmetric approach in which an organization presents its point of view to convince publics to give their agreement or support |
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cybernetic model of communication
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circular (two-way) involving feedback
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mathematical theory of communication
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communication was more linear than information model
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cognitive dissonance theory
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people have a motivational drive to reduce dissonance by changing their attitudes, beliefs, and behaviors, or by justifying or rationalizing their attitudes, beliefs, and behaviors
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dialogue model of communication
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Deeply conscious communication between two parties in a sincere and competent attempt at mutual understanding
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difference between consensus building and conflict resolution
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1) identify, prevent, and overcome barriers
2) making peace and restoring harmony |
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propaganda
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half-truths or hidden agendas
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persuasion
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Attempt to influence people using ethical means
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rhetoric
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using words effectively in speaking and writing to influence, persuade, or entertain
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dialogue
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Exchange information between individuals and groups
Help communication partners make responsible and personally acceptable decision Help revive the original vitality of a relationship Foster a deep relationship that more closely unites communication partners |
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proposition
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primary idea in a speech, editorial, ad, etc.
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doublespeak
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dishonest language meant to hide facts (“collateral damage,” “downsizing/rightsizing,” “retired for personal reasons”)
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three central elements of rhetoric that are the cornerstone of persuasive communication
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ethos, logos, pathos
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different kinds of propositions.
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Factual proposition: something exists based on provable evidence
Objectives based on awareness; increase attention or build understanding Conjecture proposition: something probably exists based on reasoned conclusion drawn from physical evidence; asks audience to agree Objectives based on acceptance; fostering supportive attitudes Value proposition: identifies the virtue of something Objectives based on acceptance; try to increase interest or build positive attitudes Policy proposition: identifies a new course of action, encourages adoption Objectives based on opinion and action |
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different forms of verbal evidence.
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Analogies – Statistics
Comparisons – Testimonies and Endorsements Examples |
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concerns associated with using fear appeals.
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age, education, and gender
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characteristics of verbal communication.
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Written and spoken words: factors in creative an effective message include:
Message structure Clarity Saliency Power Words Product and Program names Strong Quotes Ethical Language Legal Language |
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the Gunning Readability Formula
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A tool used by writers to measure the level of reading difficulty for any piece of writing and adjust accordingly to the skills of the audience
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characteristics or requirements for defamation.
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False information
Published or communicated to a third party Identifies a person Holds that person or group up to public hatred, contempt, or ridicule Involves negligence and/or malice by communicator |
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