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75 Cards in this Set
- Front
- Back
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What is a theory?
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(1) A way to generalize Knowledge
(2) A way to predict and outcome |
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What are the 3 Theories of Relationship Management?
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(1) Systems theory
(2) Situational Theory (3) Stakeholder Theory |
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Systems Theory
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1. Openness and Feedback
2. Some people serve as Boundary Spanners 3. |
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Situational Theory
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(1) James Grunig
(2) How persuasion and communication work (3) Divided into "Active and "Passive" |
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What are 3 Independent Variables in Situational Theory?
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(1) Problem Recognition
(2) Constraint Recognition (3) Level of Involvement |
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Problem Constraint
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When you detect that something should be done AND you give thought on what to do--(Solution).
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Constraint
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When you understand there are obstacles to overcome a goal.
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Level of Involvement
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How involved you are.
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What are some common patterns with Situational Theory?
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(1) High problem recognition and low constraint INCREASES both active information-seeking and passive information-seeking.
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What are 4 types of Publics from Situational Theory?
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(1) All-Issue Publics
(2) Apathetic Publics (3) Single-Issue Publics (4) Hot-Issue publics |
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What is the Relationship "Dynamic" Management Theory?
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(1) A process of trying to manage relationships between the organization and Internal and External Affairs.
(2) It was created by John Ledingham & Stephen Bruni |
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What does the Relaitonship "Dynamic" Management Theory Consist of?
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(1) Core focus of Organizational Identity, Culture, and Practices
(2) Producing increased understanding (3) It is measured by quality (4) Relationships are KEY and they benefit stakeholders. |
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What does the Relaitonship "Dynamic" Management Theory Consist of?
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(1) Relationships are driven by NEED.
(2) Relationships can be categorized. (Ex. Community or Friends) |
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What are some of the elements of Relationships?
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(1) Trust
(2) Openness (3) Credibility (4) Emotion (5) Intimacy (6) Similarity |
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What are some of the elements of Relationships? (part 2)
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(1) Immediacy
(2) Agreement (3) Issue perception (4) Shared interests (5) Relational History |
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Relationships are also seen as......?
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(1) Interpersonal- personal interaction
(2) Professional- delivery of stakeholders (3) Perception of how you interact with the community. |
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What is the Excellence Theory and who created it ?
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(1) Two-way symmetrical model deemed "most excellent" way to practice PR
(2) James Grunig created it. |
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What do "Excellent" organizations consist of?
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(1) Communication is Valued
(2) PR contributes to organizational Strategy (3)PR is a management function (4)Two way Symmetry is practiced |
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What do "Excellent" organizations consist of? (part 2)
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(1) Experienced Workers
(2) PR Staff is strong (3) Activists pressure moves toward excellence (4) Diversity is Embraced |
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What is the Normative Theory?
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(1) This is the way something should be done.
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What is the Positive Theory?
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(1) This is the way things ARE done.
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Who is Glen Cameron and What does he argue?
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(1) He argues against there being "ONE SINGLE BEST" way to practice PR.
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What is Public Opinion?
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(1) A collective expression of the opinions of people in a group who share the same interests and goals.
(2) Usually geared to topic that affects society |
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What forms Public Opinion?
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(1) Self-Interest-- "why does this matter to me?
(2) Event-triggered ---something happened that made you try to fix it. |
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What does Public Opinion Do?
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(1) It activates the public
(2) It identifies key publics |
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What are Opinion Leaders?
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People who are.....
(1) Highly Interested in a particular issue (2) Knowledgeable on a given topic (3) Consumers of mass media (4) Early adopters of ideas (5) Good organizers (6) CAN be FORMAL or INFORMAL!!!!!!! |
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What is a Formal Opinion Leader?
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Leaders such as
(1) elected officials, (2) presidents of companies, (3) or heads of membership groups |
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What is a INformal Opinion Leader?
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Those who have RANK amongst their peers.
(1) Celebrities (2) Teachers |
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What is the Two-Flow step Theory of Communication?
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Relying on "person-to-person" communication to with opinion leaders.
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What is the Diffusion Theory?
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Explains that individuals adopt new ideas or products through five mains strategies
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What is the "N-Step" Theory?
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(1) Realizing that individuals are seldom influenced by only one opinion leader, but interact with different leaders around an issue.
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What are the Two-Types of Diffusion?
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(1) Diffusion of Innovation- theory of how, why, and at what rate new ideas and technology spread through cultures.
(2) Diffusion of News--when we think about new/publicity |
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What is the 5-Stage Process of Diffusion?
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(1) Awareness
(2) Interest (generate interest) (3) Evaluation (4) Trial (5) Adoption/Rejection |
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Awareness
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Mass channels
PR Tactics Advertising News coverage |
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Interest
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Media
Agencies Friends |
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Evaluation
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Friends and Colleagues
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Trial
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Dealers, Salespeople, and Friends
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Adoption
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Personal Experience
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What are the 2 roles of Mass Media?
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(1) Agenda-Setting
(2) Framing |
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What is Agenda-Setting?
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Theory that mass-news media heavily influences people by what they choose to air. "Tell us what to think about"
(1) Two-Step flow (2) PR----Media/ Media----Public |
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Framing Theory
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How journalist frame, word, or shape certain facts to a story.
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What is "Conflict in Public Discourse?
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(1) Conflict inherent in news frames
(2) Use of media for strategic agenda-buiding and a wrangle in the marketplace of ideas |
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What is Persuasion in Public Opinion used for?
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(1) Change or neutralize opinions
(2) Sustain invisible opinions and positive attitudes (3) Conserve favorable opinions |
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What is escalation?
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Unfolding a conflict and promotion public debate.
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What is Persuasion?
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Knowingly atttemping to alter the values, beliefs, attitudes, opinions, and behaviors of people who believe they have a free choice
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What is the most difficult persuasive task?
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Trying to turn Hostile opinions into
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What is the easiest persuasive task?
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Communication that reinforces favorable opinion
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What is Preventive Public Relations?
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Continous efforts to maintain the Reservoir of Goodwill
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What is Negotiation?
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The process in which two or more parties attempt to settle disputes, reach an agreement about whats going happen, and bargain for individual or collective advantage.
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What is ADR?
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(Alternative Dispute Resolution)---realzing that two parties need to talk.
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What are 4 methods to get people to do what you want?
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(1) Purchase --pay for what you want
(2) Patronage--"sponsorhip" (3) Pressure/ Penalty (4) Persuasion |
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Factors in Persuasion Communication
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(1) Audience analysis
(2) Appeals to self-interest (3) Audience Participation (4) Source Credibility (5) Clarity of Message |
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Factors in Persuasion Communication (part 2)
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(1) Content and Structure of the messages
(2) Timing and Context (3) Reinforcement (4) Persuasive Speaking |
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What are the 4 primary determinants of human behavior?
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(1) Biology/ Heredity
(2) Group Memberships (3) Roles (4) Situation |
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What are the roots of Individual attitudes?
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(1) Family
(2) Religion (3) Schooling (4) Economic (5) Social Class (6) Race/Gender |
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What are the roots of Individual attitudes? (part 2)
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(1) Age
(2) Personal Motivation (3) Groupings |
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What are the limitations of Persuasion?
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(1) Lack of Message
(2) Competing or Conflict Messages (3) Self-Selection (4) Self-perception |
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Lack of Message
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(1) If people don't hear the message they won't get it
(2) Sometimes key point of the message are left out |
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Competing or Conflicting Messages
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"Noise"---something that often goes against your (family) morals and values
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Self-Perception
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Persuasion does not get you do something because of How you feel about it----
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Self-Selection
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Believes that "I'm going to do what it takes!"people select the messages they want to hear.
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Persuasion DONT'S
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(1) False advertise
(2) Specious Reasoning (3) Falsely represent yourself (4) Use irrelavent appeals (5) Make false likes (6) Conceal your Purpose |
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Persuasion DONT'S (part 2)
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(1) Cover Up Consequences
(2) use baseless appeals (3) Oversimplify (4) Feign Certainty (5) Promote something you don't believe in |
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What is the "Process of Opinion Formation"?
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(1) Activation Required---must activate person with or w/o interest
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Public Opinion
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A consensus which emerges over time from all expressed views that cluster around an issue in public debate.
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Who is Elizabeth Noelle-Neuman?
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(1) German Scholar
(2) Created "Spiral of Science" (3) The more people who think they are in the minority, the fewer things that will be known. |
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Terms of "Spiral of Silence"
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(1) Climate of Opinion
(2) Fear of Isolation (3) Quasi-statistical Organ-- "Idea that everyone thinks the same as you" |
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What are the "Perceptual Theories of Public Opinion"?
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(1) Pluralistic Ignorance
(2) False Consensus (3) Looking Glass Perception (4) Impersonal Impact (5) Third-person Effect |
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Pluralistic Ignorance
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Project onto other an inappropriate perception.
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False Census
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Project you way of thinking onto others
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Looking Glass Perception
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Assumes others project your opinion
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Impersonal Impact/ Unrealistic Optimism
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When you see bad things happen, but not to you.
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Third Person Effect
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The media will have a greater impact that real people.
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What are the Governors of Opinion?
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(1) Communication--through persuasion
(2) Censorship--through artificial means (a) Artifcial--Letting things be chosen for you (b) Natural--choosing what is appropriate |
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Sources of Opinion
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(1) Federal Government
(2) Churches and religious organizations (3) Political parties and organizations (4) Corporations (5) Special interest groups |
