Pr Chapter 4

Front 1

active public

Back 1

group whose members understand that they are united by a common interest, value, and are actively working to promote their interest/value

Front 2

aware public

Back 2

group whose members understand that they are united by common interest, but who have not yet form plans or acted on their interest/values

Front 3

B2B

Back 3

abbreviation for business to business

Front 4

B2B communications

Back 4

the exchange of messages between two businesses, such as a manufacturer and a distributor

Front 5

coorientation

Back 5

process in which practitioners seek similarities and differences between their organizations opinions regarding a public and that public's opinion of the practitioners organizations

Front 6

decision makers

Back 6

any persons or group of people who make decisions for publics

Front 7

demographic information

Back 7

data on nonattitudinal characteristics of a person or group, such as race, gender, age, and income

Front 8

domestic publics

Back 8

groups that are united by a common interest, value that exist primarily within an organization's home country

Front 9

external publics

Back 9

groups that are united by a common interest/value that are not part of a pr practitioner's organization

Front 10

gatekeepers

Back 10

members of the news media, such as editors who determine which stories a given medium will include

Front 11

independent endorsement

Back 11

verification by a disinterested outside party, which can lend credibility to a message as when the media decide to air or publish a news story based on an organization's news release

Front 12

internal publics

Back 12

groups united by common interest that are part of a pr practitioner's organization

Front 13

intervening public

Back 13

group that helps send a pr message to another group, the news media are often considered to be an intervening public

Front 14

latent public

Back 14

behavioral inclination that exists when people have interest in a topic or issue but are unaware of the similar interest of others

Front 15

nontraditional public

Back 15

groups united by common interest, but are unfamiliar to an organization, but with which the organization now has a relationship

Front 16

opinion leaders

Back 16

individuals to whom members of a public turn for advice

Front 17

partner relationship management

Back 17

database driven management of the relationships an organization has with its business partners, including vedors, distributors, and business customers

Front 18

psychographic information

Back 18

data on attitudinal characteristics of a person or group, such as political philosophy and religious belief

Front 19

resource dependency theory

Back 19

organizations form relationships with publics to acquire the resource they need to fulfill their values

Front 20

secondary publics

Back 20

groups that are united by a common interest that have a relationship with a PR practitioner's organization, but which have little power to affect the organization's pursuit of goals

Front 21

social exchange theory

Back 21

relationships are built on the exchange of desire resources, benefits outweigh the costs

Front 22

third party endorsement

Back 22

verification of a story's newsworthiness that the news media provide when the publish or broadcast the story

Front 23

traditional publics

Back 23

groups united by common value, with which an organization has an ongoing, long-term relationship