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25 Cards in this Set
- Front
- Back
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publicity
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information from an outside source that is used by the media because the information has news value. It is an uncontrolled method of placing messages in the media because the source does not pay the media for placement
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media relations
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developing an understanding of news media requirements and then providing reporters, editors, and television producers with story ideas and well-written releases and videos to publicize an organization's programs
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research
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determining attitudes and behaviors of publics and their cause in order to plan, implement and measure activities to influence or change the attitudes and behaviors
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issues management
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the proactive process of anticipating, identifying, evaluating and responding to public policy issues that affect organizations relationship with their publics
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lobbying
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a specialized part of PR that builds and maintains relations with the government primarily for the purpose of influencing legislation and regulation
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investor relations
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a specialized part of corporate PR that builds and maintains mutually beneficial relationships with shareholders and other in the financial community to maximize market value
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development
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a specialized part of PR in private non-profit organizations that builds and maintains relationships with donors and members for the purposes of securing financial and volunteer support
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community relations
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an institutions planned, active and continuing participation with and within a community to maintain and enhance its environment to the benefit of both the institution and the community
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employee communication
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promotion of effective communication among employees and between line of employees and top management, maintains internal systems of communication with organizations
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reactive vs. proactive behavior
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reactive system- acts only when its environment upsets the equilibrium
proactive system- will try to change other systems in its environment even if the environment is currently balanced |
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social learning theory
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learning through observation
entertainment-- education |
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peripheral route
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people need repetition, highly credible spokesperson, and tangible rewards
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how do people use media?
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-as entertainment
-to scan environment for important information -as a diversion -as a substitute for personal relationships - as a check on personal identity and values |
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agenda setting
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media content sets the agenda for societal discussion and interaction
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three management roles
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expert prescriber
communication facilitator problem-solving process facilitator |
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models of public relations
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-press agentry
-public information -two-way asymmetric -two-way symmetric |
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press agentry purpose, nature of communication, communication model, nature of research, and where its practiced
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propaganda
-1-way -source -- receiver - little, mostly head counts -sports, entertainment, product promotion |
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public information purpose, nature of communication, communication model, nature of research, and where its practiced
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-information dissemination
-1-way, truth important -source-- receiver - little, readability, readership -government, non-profit, business |
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two-way asymmetric purpose, nature of communication, communication model, nature of research, and where its practiced
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-scientific persuasion
- 2-way; imbalanced in favor of source -source-- receiver - formative, evaluative of attitudes -competitive business, agencies |
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two-way symmetric purpose, nature of communication, communication model, nature of research, and where its practiced
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-mutual understanding
-2-way; balanced - group-- group -formative, evaluative of understanding -regulated business, social service agencies |
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conflict resolution
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-separate the people from the problem
- focus on interests, not positions -invent options for mutual gains -insist on objective criteria |
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why we should talk about ethics
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-bad reputation
-company conscience -weak code of ethics -ethical ombudsman for publics |
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ethics are..
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-value system by which a person determines what is right or wrong, fair or unfair, just or unjust
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ethical codes for PR
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-societal codes
-professional codes -organizational codes -personal codes |
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PR ethics decision making guide
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-define specific issue/ conflict
-identify internal/external factors that may influence -identify key values -identify the parties who will be affected by the decision and define the obligation to each -select ethical principles to guide decision making process -make decision and justify it |
