Test 1

Front 1

strategic formative research

Back 1

systematic gathering of info about issues & publics that affect organizations

Front 2

Tactical formative research

Back 2

info obtained to guide the production and dissemination of messages.

Front 3

issue

Back 3

a situation that presents matters of concern to organizations. A trend, event, or development that may effect organization.

Front 4

risk management

Back 4

implied threats. identifying, controlling, & minimizing the impact of uncertain events.

Front 5

crisis management

Back 5

actual occurances. process by which an organization deals with out-of-control issues

Front 6

management caused what percent of all crises

Back 6

50%

Front 7

deontological ethics

Back 7

approach to decision making rooted in a standard or moral code, suggests that certain actions are, in and of themselves, good.

Front 8

teleological ethics

Back 8

focuses on the impact that actions have on people. (result-oriented)

Front 9

situational ethics

Back 9

actions are ethical to the extent they reflect particular social norms. (case-by-case)

Front 10

public relations is...

Back 10

-relationship management

-management function

- intentional

-planned

-persuasive and informative

Front 11

tactical managers

Back 11

decides what to do now; how to do it

Front 12

Strategic managers

Back 12

plans what we will do; big idea long range planning. more professional

Front 13

mission statement

Back 13

current goals

Front 14

Vision statement

Back 14

where the organization wants to be

Front 15

value statement

Back 15

statement of morals and beliefs

Front 16

most important aspect of internal environment

Back 16

performance

Front 17

goal

Back 17

generalized statement about the outcome you hope to achieve.

Front 18

objectives

Back 18

specific milestones to measure progress towards goal. Should have an end date, include a public, is measurable, and is either creating awareness, acceptance, or action.

Front 19

4 strategic groupings of publics

Back 19

1. public: family-like. you don't pick them. may be helpful or may not.

2. market: friend-like. you pick them, they pick you. have characteristics (age, income, lifestyle) that can help organization achieve it bottom line.

3. audience: people who pay attention to a particular medium of communication.

4. stakeholder: potential impacts on organization

Front 20

bottom line

Back 20

identifies an organizations mission or fundamental goal. (selling cars)

Front 21

aggregates

Back 21

assortments of individuals with perhaps nothing in common other than their use of a particular communication medium.

Front 22

5 characteristics of publics

Back 22

1. distinguishable

2. homogeneous

3. large enough

4. important

5. accessible

Front 23

categories of publics

Back 23

1. customers

2. producers

3. enabler: serves a regulators by setting the norms for the org. (ex: media, opinion leaders)

4. limiter: reduce or undermine success of org. (opponents, competitors)

Front 24

proactive strategy

Back 24

approach to organizational strategy that enable an organization to launch a communication program under the conditions and according to the timeline that seems best fit the organizations interests.

Front 25

reactive strategy

Back 25

approach to organizational strategy in which an organization responds to influences and opportunities from its environment

Front 26

holding statement

Back 26

statement you make to media telling them youll get back to them. It gives yourself time to respond

Front 27

communication is used to..

Back 27

-inform

- persuade

- or create dialogue

Front 28

Ethos

Back 28

focuses on the communication effectiveness based on the character of a speaker and on the common ground shared by speakers and audiences. (spokespeople)

Front 29

Good spokespeople will be..

Back 29

-credible

- charismatic

- authoritative

Front 30

"halo" effect

Back 30

phenomenon in which a message is likely to be believed mainly because the source is perceived as credible, charismatic, and/or in a position of control over the audience.

Front 31

when is the CEO-Director not the best choice as the spokesperson?

Back 31

- not a good speaker

- the issue is mundane- not important

- the CEO may not have the technical expertise to discuss the topic

- should the CEO deliver bad news? - it depends

Front 32

Pathos

Back 32

focuses on the communication effectiveness based on appeals to passions and sentiments. Thinkers and feelers. (testimonials, humor, sex appeal, etc.)

Front 33

branding

Back 33

-similar to positioning-- you are representing the promise of your produce or service.

- it is a unique place you want to stake your claim in the industry.

Front 34

Key messages

Back 34

- consistent statements that match goals, objectives of the org. Branding!

- communicates with a unified and positive voice.

- repetition reinforces messages and often becomes "fact."

- it insures everyone provides the same response

- it is proactive and positive.

Front 35

keystone media

Back 35

a media outlet that other media outlets look at and then write their own stories. ex: AP, NY Times

Front 36

characteristics of key messages

Back 36

- should be easy to say and remember

- stress essential positions of your organizatino

- tied to values and cultural norms

- help guide all communications for a specified time period

Front 37

inoculation theory

Back 37

theory that explores the role that persuasive information has on previously unchallenged beliefs and attitudes. "Devils advocate" you may have heard bad things about this class, but this is why its not bad.

Front 38

controlled tactics

Back 38

advertising and corporate-sponsored media. (website, brochures, magazines, etc.)

Front 39

Uncontrolled tactics

Back 39

media placement, spread through social channels

Front 40

Ohases in a crisis

Back 40

- warning stage

- point of no return

- cleanup stage

-returning to "normal"

Front 41

When is image repair necessary?

Back 41

Point of no return.

1. an offensive act has occurred and the audience/public disapproves.

2. the individual or organization is held responsible for the offensive act.

Front 42

5 defense strategies

Back 42

1. denial

2. evasion of responsibility

3. reducing offensiveness

4.corrective action

5. mortification

Front 43

evasion of responsibility

Back 43

1. provocation- "They started it"

2. defeasibility- "I had no control.."

3. accident

4. good intentions

Front 44

Reducing Offensiveness

Back 44

1) bolstering- "has done good before"

2. minimization- "Not as bad as it seems"

3. differentation- "Not stealing...borrowing"

4. transcendence- "Ends justify the means"

5. attacking one's accusers

5. compensation- "Ill pay to reduce offensiveness"

Front 45

linkage

Back 45

patterns of relationships that exist between an organization and its various publics. customers, producers, enablers, and limiters.

Front 46

intercession

Back 46

the same thing as networking. using an influential go-between.

Front 47

nonpublic

Back 47

a group that does not share any issues with the organization and no consequences exist to or from the organization.

Front 48

latent public

Back 48

shares an issue with the organization but does not yet recognize this situation or its potential.

Front 49

apathetic public

Back 49

a public that faces an issue, knows it and simply doesn't care about it

Front 50

aware public

Back 50

recognizes that it shares an issue and perceives the consequences as being relevant, but is not organized to discuss and act on the issue.

Front 51

active public

Back 51

has reached the fullness of what we identify as a public.it is discussing and acting on the shared issue.

Front 52

Benefit statement

Back 52

conclude your analysis of the publics with this. It is an articulation of the benefit or advantage your product or service can offer this public.

Front 53

3 types of goals

Back 53

1. reputation management goals

2. relationship management goals

3. task management goals

Front 54

objectives must be..

Back 54

-goal rooted

-public focused

- impact oriented

- research based

- explicit

- measurable

- time definite

- singular

-challenging

- attainable

-acceptable

Front 55

triggering event

Back 55

an activity that stimulates action among key publics. ex: speeches that conclude with an invitation for the audience to sign a petition.

Front 56

special events

Back 56

useful way to generate audience participation. it is a staged activity (Pseudo-event) to gain the attention and acceptance of key publics.

Front 57

publicity stunt

Back 57

a gimmick planned mainly to gain publicity, having little value beyond that

Front 58

alliance

Back 58

tend to be an informal, loosely structured and perhaps small working relationship among organizations

Front 59

coalition

Back 59

similar to an alliance but is a bit more formal and structured.

Front 60

agenda-setting theory

Back 60

by reporting an event or focusing on an issue, the media signal to audiences the importance of the event or issue.

Front 61

priming

Back 61

manner in which the media set the stage to provide a context for public discourse on a topic.

Front 62

framing

Back 62

manner in which the media provide a perspective or frame of reference that influences public discourse on a topic.

Front 63

purdah

Back 63

concept of strategic silence.

Front 64

communication tactic

Back 64

is the visible element of a strategic plan. This is what people see and do. ex: news releases, special events, blogs, etc.

Front 65

advertising Value Equivalency

Back 65

trys to place a dollar value on publicity.

Front 66

balance theory

Back 66

theory that identifies the tension caused by inconsistant information baseline study. it forces an individual to restore balance.

Front 67

social judgement theory

Back 67

We accept information to the extent that they correspond with our beliefs and attitudes.