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63 Cards in this Set
- Front
- Back
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Ways to Use Research
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Achieve credibility, Identify publics, Develop strategy, Test messages, Inform management, Prevent crises(where), Monitor competition, Influence opinion, Generate publicity, Measure success(Evaluation)
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How can research help us?
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Know your public(s) and identify key issues, Verify public opinion/test theories, Plan a PR campaign, Generate news, Get feedback on creativity, Evaluate/measure PR results
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What's the Value of research?
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Efficiency- Saving time and money, provides discussion and debate of relevant topics within the academy
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Types of Research
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Secondary, Primary, Qualitative, Quantitative
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Research Techniques
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Archival, Databases, Internet, Content Analysis, Interviews, Focus groups, copy testing
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Informal Primary Research
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Conversational, Telephone questionaires, Email questions, Interpersonal (door-to-door)
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Informal Secondary Research
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Exploring Websites, Looking at existing material, Looking at past research
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Formal Primary Research (Non-scietific)
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Focus groups, Depth interviews, Participant observation
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Formal Primary Research (Scientific)
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Generalizable, surveys and polls, experiments
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Population
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The widest possible parameters of people whose opinions you wish to study
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Sampling Methods
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Non-probability sample (not generalizable, not random)--- intercept, convenient, purposive; Probability/random sample--- systematic, quota, proportional; Census
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Reaching Respondents
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Standard Mail, Telephone, In-person, Omnibus survey, Web/email
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Omnibus Survey
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Identify a ? or 2 on a national survey, "piggyback" survey
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Approaches to Planning
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MBO--- Mgmt by Objectives, Planning model: facts, goals, audience, key message
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Elements of Strategic Plan
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Situation analysis, Objectives (motivational, informational, behavioral), audiences/stakeholders, strategy/key themes, tactics, calendar/timetable, budget, evaluation
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Goals...
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Overarching, general, not measurable
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Objectives
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Specific, measurable, time element
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Tasks
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Ways to meet your objective
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Sample General Objectives
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Make aware, name recognition, inform/guide, persuade
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Sample Specific Objectives
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Volunteer, talk about, wear or display, vote, give money, write letter, mail in response, telephone
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Five possible Objectives for communicators
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1. Message exposure 2. Accurate Disemination 3. Acceptance by Attitude 4. Attitude change 5. Behavior Change (*Holy Grail of PR)
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Schramm's Model of Receiving a Message
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Linear--- (press release) 1st source of message, then encoder, signal (how to distribute message), decoder (journalist/editor/etc.), destination (TV news)
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Grunig's Model of Receiving the Message
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Two-way symmetric, Mixed Motives (win-win)
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Lasswell's Definition of communication
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Who says what in which channel to whom with what effect?
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Communication is not...
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the transfer of meaning
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Symbols of Communication
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Arbitrary, Abstract, Contextually bound
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Signs of Communication
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Stimulus (response), Same response each time, Present tense only, concrete
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Language made up of...
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1. Vocab 2. Syntax
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Issues related to believability
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Credibilty (Hovland's Sleeper effect), Context, Audience predisposition (Festinger's cognitive dissonance, Involvement)
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Selecting a Target Audience
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Primary/secondary/tertiary publics, Intervening publics, Moderating publics
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Key Publics
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Opinion leaders, Internal stakeholders, residence stakeholders, business stakeholders
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Getting the audience to act
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Repetition, Five-stage adoption process, Rogers' Diffusion of Innovations
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Five-Stage adoption process
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Awareness, Interest, evaluation, trial, adoption
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Rogers' Diffusion of Innovations
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Relative Advantage, Compatibility, Complexity, Trialability, Observability
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Most widely-used Metric
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Compiling Clippings
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Measurement of Message Exposure
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(controversial) Ad. Equivalency, Impressions, Online, Audience attendance, Cost per person/#of calls
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Communication Audits
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Recommendation of outcomes
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Article Recall
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Experimental- Read then ask questions
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Advisory boards/tracking groups
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Document like Communication audit
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Systems Theory
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Organizations are dynamic, have boundaries, Certain people serve as boundary spanners, Each system is comprised of a set of interdependent sub-systems, A major assumption of systems theory is structural functionalism, *Equilibrium is maintained through change
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Grunig's Situational Theory of Publics
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All-issue publics, Apathetic publics, single-issue publics, hot-issue publics; (segments publics into "passive" and "active")
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3 Independent Variables in Situational Theory
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Problem Recognition, Constraint Recognition, Level of Involvement
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Relationship Mgmt Theory
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Relationships are the core focus of org.'s identity/culture/practices, and produce increased understanding, Measured by quality, comm. is key but not sole, Relationships influenced by history/frequency/reciprocity and can be categorized
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Grunig's Excellence Theory
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Two-way symmetrical model deemed "most excellent" way to practice, In excellent org's: comm is valued, pr contirbutes to org strategy, pr is a practiced mgmt function, pr staff is strong, activist pressure moves the org toward excellence, diversity embraced
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Contingency Theory
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86 variables influence public relations, Continuum from Accommodation to Advocacy
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Opinion Leaders
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*Can be formal or informal--- interested in particular issues, knowledgeable on a given topic, consumers of mass media, early adopters of ideas, good consumers
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Two Types of Diffusion
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1. Diffusion of innovation 2. Diffusion of News
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The Role of Mass Media
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Agenda-setting, Framing
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Uses and Gratification Theory
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People have diff uses for diff media, People seek and have diff rewards from diff media, messages in media don't always equal messages received
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Theories of Persuasion and Social Influence
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Asymmetrical (from Grunig's table), Get people to do what you want through--- 1. Purchase 2. Patronage 3. Pressure/penalty 4. Persuasion
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4 Primary determinants of human behavior
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1. Biology 2. Group membership 3. Roles 4. Situation
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Limitations of persuasion
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Lack of message, competing or conflicting messages, self-selection, self perception
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Noelle-Neumann's "Spiral of Silence"
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The more people believe they're in the minority, the quieter they'll be: Climate of opinion, Fear of isolation, Quasi-statistical organ
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Perceptual Theories of Public Opinion
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Pluralistic Ignorance, False Consensus, Looking Glass Perception, Impersonal Impact/Unrealistic Optimism, Third-person Effect
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Governors of Opinion
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Communication, Censorship (artificial, natural, consensus)
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Value Orientations
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Absolutist (there's something right or wrong), Existentialist, Situationalist
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Absolutist Model Professional Codes
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Responsible advocacy, honest, professional expertise, independence, loyalty to employer, fairness
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The 1st Amendment Protects...
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Political speech, social comment, cartoons, some books, some symbolic speech
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The 1st Amendment Doesn't Protect...
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Fighting words, Obscenity, Some Symbolic acts
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Privacy
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Appropriation, Intrusion, Public disclosure of private facts, false light
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Characteristics of a PR Audience
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Diverse, Visual orientation, Single issues support, emphasis on personality and "celebrity," Distrust of authority, internationalization
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Target Markets
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Seniors, Youth, Ethnic, Glogal
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Emerging Audiences
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Gay community, Religious groups
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