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188 Cards in this Set
- Front
- Back
ethics
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theory of correct behavior
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deontological ethics
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duty ethics
emphasis on process doing what is right |
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teleological ethics
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consequentialsim
emphasis on end result |
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transparency
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open and honest communication between an organization and its publics
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accountability
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acknowledgement and assumption of responsibility for actions
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corporate social responsibility
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commitment to behave ethically and contribute to economic development while improving the quality of life for employees
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Basic Approach to PR
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Research
Planning Action & Communication Evaluation |
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Informal Research
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obtain overview of situation or organization
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communications audit
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analysis of effectiveness of all communications vehicles
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PR Audit
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identification of publics and nature of relationship between publics and organization
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Secondary Research
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uses existing data
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Qualitative Research
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data from observation, interviews
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Quantitative Research
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numerical representation
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Population
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total number of individuals
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Sample
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subset of population
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Environmental Scanning
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gathering of info in an organizations external environment
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Strategic Planning
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structured efforts by organization to create long term plans
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Campaign Planning
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planning a campaign to achieve an organizational objective
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Goal
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a broad outcome that indicates success
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Objectives
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statement that represents a measurable outcome
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Types of Objectives
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Awareness
Acceptance/Attitude Action |
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Strategies
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a general approach
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Proactive Strategies
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earned media and positive publicity
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Reactive Strategies
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Pre-emptive action (rebuttal)
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Offensive Strategies
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When in position of strength
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Defensive Strategies
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Less aggressive response
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Rectifying Strategies
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organization attempts to make changes
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Tactics
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tasks that represent a plans strategy and helps achieve a plans objectives
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Interpersonal communication
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face-to-face interaction with publics
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Organizational Media
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content published by organization
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News Media
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Info gathered and produced by media
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Promotional Media/Advertising
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Produced by organization and spread by media
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Controlled Media
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we have control over the content
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Uncontrolled Media
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someone else makes decision about content
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Basic Persuasion Model
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Attention
Understanding Retention Action |
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Types of Measures
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Earned media
Awareness Objectives Acceptance of objectives Action objectives |
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Types of Final Evaluation
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After Only Evaluation
Before-and-After Evaluation COntrolled Before-and-After Evaluation |
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After Only Evaluation
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post test only
results after campaign |
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Before-and-After Evaluation
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pre/post test
increase confidence more time and money |
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Controlled Before-and-After Evaluation
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takes 2 samples
one receives message, one does not most confidence but most expensive |
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Media Relations
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goal of promoting understanding of organizations and shaping public perception
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PR Tensions
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Journalists: naturally skeptical
Lawyers/legal department: paid to reduce liability Client/management: maximize profit, minimize cost |
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Foundation for a Good Relationship
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Understanding Media Environment
Understanding what is news |
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Principles of Blogger Relations
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Who are you trying to reach?
Importance of building trust |
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One Way Communication
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organization focuses on sending message to publics
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Two Way Communication
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communication that flows both ways
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Two Way Asymmetrical Communication
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only interested in finding out about publics as means to an end
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Two Way Symmetrical Communication
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organizations have dialogue with publics: find out what publics think, feel, want
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Social media
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facilitate the spread of user-generated content via internet-based technologies
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Selective Attention
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people generally attend to issues that interest them
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Biased Processing
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people often process messages in a way that confirms their own beliefs
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Diversionary Response
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shift attention away from problem
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Attention
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getting someone to listen to our message
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Understanding
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basic understanding of message
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Retention
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memory of message
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Action
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performing desired behavior
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Evaluation of Awareness Objectives
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Recognition (of message)
Recall of Message (deeper level of engagement) |
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Evaluation of the Success of Earned Media
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# of press releases sent
# of contacts made |
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deontological ethics
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places emphasis on result... focuses on what's right and doesn't worry about outcome. Would never lie to a client.
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teleological ethics
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focus is on the outcome, most important is the positive result for the client. Would lie to client if thought it would help.
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transparency
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open and honest communication between organization and its publics
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accountability
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acknowledgement of and assumption of responsibility of actions
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Basic approach to PR
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research --> planning --> action and communication --> evaluation
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informal research
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not scientific research, that provides a basic overview of a situation/organization. SWOT Analysis is an example.
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environmental scanning
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gathering info about events, trends, and relationships in an organization's external environment
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communications audit
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how public perceive communication, interaction patterns, why people read, content analysis
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PR audit
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provides info for planning future PR efforts
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strategic planning
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structured efforts by organizations to create long-term plans that are based on their mission. Usually 3-5 years.
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campaign planning
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fits within strategic plans, achieves an objective. Usually no longer than 1 year.
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proactive strategy
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doing what organization wants, when it wants
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reactive strategy
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acts on when something happens
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interpersonal tactics
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face to face interaction with publics
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organizational tactics
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info/content published by organization
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two way symmetrical communication
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organizations have dialogue with publics and find out how they feel, what they want (used in social media, this is the best option)
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process model of public relations
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research; planning; action/communication; evaluation
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informal research
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research that aims to obtain overview of situation; not scientific or systematic in methods sample; gaining an in depth understanding
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formal research
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research that is scientific and systematic in method and sample
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informal research tools
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review why organization exists; swot analysis; communications audit; public relations audit
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types of informal research
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record keeping; key contacts; special committees; focus groups; casual monitoring; internet library and database sources
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gigo
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garbage in and garbage out of databases
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key contacts
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opinion leaders
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focus group
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small number of people who share some demographic characteristic; can't generalize a focus group so it may not provide enough reliable information; used prior to survey research to know what to put in questionnaire; also used after to probe issues in more depth
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types of formal researcher techniques
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content analysis; survey research; experimental
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content analysis
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a research method that allows the researcher to systematically code and thereby quantify the verbal content of written or transcribed messages; analyze content of reports and other publications of their competitors to discover strategic plans
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survey research
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most common research process;most effective way to assess the characteristics of publics in a form that allows the data to be used in planning and evaluating publics relations efforts; divided into demographic and opinion
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experimental research
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laboratory or field experiments; laboratory ensures that reactions are based on message being studied and not outside stimuli like pretesting PSAs; very little PR research is done in a lab
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descriptive data and inferential
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used to describe something such as a public like a demographic profile that use actual numbers; inferential data infer the characteristics of people not included in the specific group from which the information was obtained; they can infer things of a very large public from a small sample
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three basic needs for collecting pr data
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observations; interviews; and questionnaires
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most common form of data collection
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web questionnaires are stable in presentation and inexpensive to use
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sampling methods
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sample is a subset of a population or public that rely on the theory of probability to provide a mini version of target public; simple random sampling--each person gets equal change; systematic sampling uses a list like telephone directory or mailing list to get a sample at random;
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mass opinion vs public opinion
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mass represents an average taken from a group with many different opinions but this blurs the lines and is only good with predicting elections; public opinion involves carefully targeted populations and is broken down into meaningful subgroups
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latent public
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a group faces an indeterminate situation but does not recognize it as a problem
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aware public
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recognizes a problem and becomes aware
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active public
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organizes to discuss and do something about the problem
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environmental monitoring
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fastest growing category of public relations research; keep track of changes in the environment because organizations are open systems
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environmental scanning
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monitoring evaluating and disseminating of information to key decision makers within an organization; provides initial link in the chain of perceptions and actions that permit an organization to adapt to its environment
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public relations audit and two steps
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most frequently used mixed type of PR research; examines internal and external PR of an organization 1) identify publics; 2) analyze relationship between organization and publics
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four step audit process
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finding out what we think; what they think; evaluating the disparity between the two; recommending
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weakness of informal research
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incorrect inferences which can't come from personal experience
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organizational image surveys with three things
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attitude surveys that determine a public's perceptions of an organization 1) familiarity with organization 2) degree of positive and negative perceptions and 3) characteristics various publics attribute to the organization eventually conduct image studies
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communications audit 5 areas
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1) communication climate surveys (how open communication channels are); 2) network analysis (interaction patterns between publics inside and outside organization); 3)readership surveys (what they read in publications most frequently) 4) (content of all types of messages--favorable and unfavorable news coverage); 5) readability studies (how readable written messages are understood)
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usability research
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helps assess both the objective and subjective responses of users to web sites
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social audits
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attitude and opinion surveys that measure the perceptions of various publics about an organization's social responsiveness
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types of planning
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strategic and campaign planning
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strategic plans
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long range planning; consist of structured efforts by organizations to create medium to long term plans that are based on org's mission, vision, values (3-5 years but at times 10); resource allocation
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campaign planning
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short term plans; process of planning and executing a campaign to achieve an organizational objective; short term no longer than a year; should fit between strategic plans of organization
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goals wirtz and strat com
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wirtz: a broad outcome that indicates to an organization when it has succeeded and start com: a conceptual statement of what you plan to achieve; key point: measurable outcome
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wirtz's hierarchy of planning
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mission/vision/values and then goals/objectives and then strategy/and then tactics
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objectives wirtz and strat comm
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w: a clear statement of intended purpose that represents a measurable outcome; start comm: a measurable goal vs objective
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mission statement
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broad statement that answers: why do organizations exist and what needs/problems/issues does organization exist to fulfill
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vision statement
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future oriented with what future will look like if organization succeeds
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value statements
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represent the core priorities or deeply held beliefs in the organization; only 4-6s culture in a list or set or set of phrases
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audience analysis
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primary and secondary publics; thorough description of the demographics and lifestyles of each audience as possible; identification of possible messages or other appeals that can be used to influence each audience
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problem statement
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after identifying problems and opportunities then you can develop a statement to reflect the research done to narrow the task to a manageable size with a planning document
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effective campaign theme
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catch the essence of the plan; be short (3-5 words); something that can endure over time
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tactic
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most specific direct action that you can tai in the plan
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évaluation techniques 2
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formative (in process monitoring) monitoring necessary to make changes while the plan is still being implemented; summative: provides the summary of what went right or wrong and why after the campaign has ended
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campaign or project budgets 3 step model
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components of plan to accomplish specific p activities: method: 1) required resources such as people time material equipment must be listed; 2) the extent these resources will be used must be estimated; 3) costs are determined of resources ("zero based budgets because they are built by including all specific costs)
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management by objectives MBO
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describes management plans; sets objectives and goals both long and short rain
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selecting a target audience
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select a target audience and a critical path of influence can be planned for the issue in question: categorize each public 1) a primary public is the group to which an action is directed and as 2) latent aware or active
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intervening publics and moderating publics
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intervening have direct contact with primary audience and can pass messages to them and moderating publics are groups that share a common goal or guiding philosophy and can make an impact on the primary public
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diffusion process
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the way in which new ideas are adapted in society
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critical paths to how people are influenced to change
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5 steps in the diffusion process that describe how people are influenced to change: awareness, interest, evaluation, trials, adoption
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channels of influence
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5 steps in diffusion process to show how people are influenced: 1) mass media, biased intermediaries, unbiased 3rd parties, significant others, personal experience; within awareness and interest mass media is most effective and within evaluation and trial it's significant other and adoption is PERSONAL EXPERIENCE
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two step flow of information theory
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traditional pr; theory based on the premise that people in our society are opinion leaders so they have influence but not considered too simplistic
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multi-step flow theory
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one opinion leader may reach out to other opinion leaders to influence
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stakeholder management approach
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allows actions to be organized around an entire system of stakeholder groups; goal of maximum overall cooperation between the stakeholders and the organization's objectives; action for each public is planned separately; determine who should be the object of an action step; what the action should be; what results and how each element will fit into the plan
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stakeholder
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those individuals who perceive themselves as having an interest in the actions of an organization
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writing objectives (generally include)
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public: Who are you addressing the message, initiative to?; direction: create something new, increase, decrease, specific effect: what specifically do you want (visit website donate blood); performance measure (numerical terms desired outcome) time period
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controlled and uncontrolled media
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controlled: media that we have control over content; earned media/uncontrolled media: someone else makes decisions about content; KEY POINT: we can't control if and when we get placed
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five guidelines for building relationships with publics using internet technology
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1) create a dialogue; 2) make the information useful to all publics who may use the site; 3)focus on the generation of return visits through interactive strategies; 4) develop an intuitive ease to the interface 5) not too many links to other sites
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pr practitioners often use advertising as a campaign element to accomplish one or more of the following objectives
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1) develop awareness; 2) tie a diverse product line together; 3) improve consumer relations; 4) improve the organization's image; 5) take a stand on a public issue
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three basic considerations for media selection
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audience; timing; budget available
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basic persuasion model when you NEED to be heard
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1) attention (getting someone to listen to our message) 2) understanding 3) retention (remember message) 4) action--performing desired behavior
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selective attention
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people generally attend to issues that interest them; people often block out messages once they have made up mind
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biased processing
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people often process messages in a way that confirms their own beliefs thoughts and attitudes; how we evaluate messages often influenced by current thoughts and beliefs
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retention and desire to act are increased if
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1) what's in it for me 2) is it compatible with my values needs and beliefs 3) is it easy to remember and do; 4) is it easy to try with little or no risk; 5) can i observe the consequences of my actions; 6) is my action positively reinforced by subsequent messages
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common mistakes in the measurement of pr effectiveness
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volume is not equal to results; estimate is not measurement; samples must be representative; effort is not knowledge; knowledge is not favorable attitude; attitude is not behavior
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two models of public relations research into which most measurement efforts can be categorized
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open and closed
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third party endorsement
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status or seal of approval that media coverage confers on an organization's news and information
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pr practitioners view of the journalist
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journalist is an audience; medium through which to reach the larger public; and a gatekeeper representing and responding to the public's need to know; mutual dependency
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two main points when pitching stories to a blogger
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story is key and relationships matter; pitch blog a week beofre
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blogger relations
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1) who are you trying to reach (old media more general); 2) importance of building trust/relationships (read blogs you are pitching and dialogue); 3. find balance between audience size and likelihood of placing a story 4) many bloggers tell you what they write about and how to contact them 5) your blogger may not be your friend
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publicity
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company information; spontaneous: negative when something happens that news media needs to cover; planned: earned media
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Press releases
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most common type of publicity release; sometimes not favorable but necessary; ; full story must be told; types are: business features, consumer service features, financial features, product features, pictorial features, video/audio news release, psa, social media news release
ALSO VNR |
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press media kits
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collection of publicity releases; fact sheets; brochures; photos; videos and other info pieces enclosed in a folder that a writer may need
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press conferences
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structured opportunities to release news simultaneously to all media (used when news is important and when interaction is vital to understanding of complex or controversial topic) but can lose control with quotes; advantage: word out to media
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webinars
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online video seminars allow organizations to reach consumers and media outlets with demonstrations and lectures relating to developing trends and ideas that their customers desire to learn more about
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rss
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really simple syndication lets people distribute and display content for the web
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wiki
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interactive web site that allows those with security rights to post and change content
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intranet
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computer based systems for communicating internally with employees and other insiders
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extranet
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computer based systems for communication externally audiences such as investors customers and community
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two keys to crisis pr
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having an up to date workable crisis plan and taking responsibility for the crisis and moving to positive action immediately to get off the defensive and onto the offensive
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crisis plans elements and guidelines
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putting the public interest first; taking responsibility for correcting the situation; being as open as possible;having a designated spokesperson or people;establishing a central media or info center; responding to all media inquiries; using social media to given our perspective and response plans; avoiding speculation
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ways to defend against rumors
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maintain trust; keep audiences regularly informed; tailor each message to the audience receiving it; establish a rumor hotline; monitor possible effects of rumors so easy intervention can be enacted if necessary
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four areas of concern for ethics for pr practitioners
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1) pr has a reputation for unethical behavior; 2) pr is often the source of ethical statements from an organization; 3) practitioners are trying to create a code of ethics for themselves 4) practitioners should act ethical on behalf of organization and publics they serve
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two basic guiding ethical principals for pr practitioners
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1) will to be ethical honest and trustworthy; 2) make every effort to avoid actions that have adverse consequences for others
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ethics
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focs is on how we should act or what we ought to do; explores how we should act in situations often with competing outcomes or loyalties
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two broad approaches to ethics
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deontological( duty ethics; focused on doing the right thing; following code of ethics important even if clients rep is damaged; wouldn't lie for a client; and theological (consquentialism-emphasis on end results of an action to determine its goodness end justifies means; focus on outcome; helps client
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corporate ethics
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how should business acting as a collective but also individuals within the business act
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3 wirtz principles with ethics remember...
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1) power of situation and ability to justify behavior (fundamental attribution error); 2) value of knowing yourself prior to being placed in settings where you have to make decisions 3) in reality most individual ethical systems based on combination of principles
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corporate social responsibility
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commitment to behave ethically and contribute to economic development while improving the quality of life of employees and their families as well as the local community at large
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how we measure achieving awareness objective
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attention; comprehension; memory
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how we measure attitude/acceptance objective
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interest; attitude (positive negative) recall (pretest posttest)
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proactive strategies
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a) launch "under conditions and timeline that fit best for organization"; doing what organization wants when it wants; try to stay proactive; organizational performance (what could we do to improve); special events (fun); alliances and coalitions (NFL American Cancer)
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reactive strategies
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RESPOND to "influences and opportunities from environment" ; organization chooses or is forced to act because something happened--not necessarily crisis management; pre-emptive action (get it out first) offensive response; defensive response; diversionary response (diversionary); rectifying behavior (investigation)
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4 types of tactics
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interpersonal/intrapersonal communication (face to face; speeches); organizational media (content produced by the organization like brochures): news media; news media (blogs); promotional media/advertising
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message strategy
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general approach to message design that guides what themes content and tone of message, what visuals are used, etc--humor sex fear
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Types of Measures
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Earned media/positive publicity ; awareness objectives (recognition and recall); messages sent; surveys; focus groups; action objectives (observational measures; self report (surveys) direct behavioral measures like how many pints of blood)
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after only evaluation
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sometimes called post-test only; look for results after campaign event (survey focus groups;) advantage: fairly simple; straightforward; disadvantage: assumes cause and effect
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before and after (pretest/posttest)
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measure prior and then post campaign
advantage; increase confidence what you did mattered and caused change; dis: takes more time and money |
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controlled before and after evaluation
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takes two samples: one receives messages and one does not; measure before and after; advantage: most confidence that what you did matters; dis: most expensive and time consuming
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closed system evaluation
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evaluation that is forced on intended message targets and intended outcomes; pretest with sample of publics; posttest with different sample of same public (doesn't include outside factors; what did we do and what effects were there
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open system evaluation
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includes consideration of unintended effects; organizational effectiveness and environmental influences; tries to measure intended effect but also unintended consequences of message; what did we do what effects were there; were there other explanations
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media relations
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interaction between organization and news media that has goals of promoting understanding of organization and shaping public perception of organization via media
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Foundation for good relationship with the media
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1) understanding media environment (advertising dollars, entertainment, internet); 2) understanding what is news (hard/soft difficult to influence hard news); understanding journalistic ethics; understanding individual journalist (irrelevant pitches); reliable and accurate, don't overhype, be available, don't overhype
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hard news
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timeliness conflict proximity impact prominence editor tells journalist and you what is considered news
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Key issues related to PR and social media
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1) where does social media fit in organization; 2) best practice for strategic comm in PR or two way symmetrical comm 3) blurred line between personal and private 4) amount of info that orgs can gather with social media and internet 5) way the people use social media (multitasking) so hard to break through and want to go into mobile 6) potential for exponential grow; 7) social media can increase involvement with organization
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communication types
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one way; two way; two way asymmetrical (advertise and persuade to think in a certain way) two symmetric communication (dialogue)
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involvement
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a state of arousal that a person experiences in response to a persuasive message: tend to be involved with messages that are personally relevant; on a continuum so high involvement more arousal and vice versa
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arousal implication for PR
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arousal occurs at the same time with thinking about a message; social media increases opportunities for high involvement (post on fb or write blog)and obtain response from low involvement (retweet like a page)
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search engine optimization
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process of changing web site's content in order to improve visibility within one or more search engines; placement of key words terms or tags
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organizational culture
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the history and approach to decision making; each org has its own unique culture; employee comm starts with organizational culture;
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3 basic leadership/organizational styles
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authoritarian; democratic; laissez-faire
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5 principles of accountability
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acknowldegement and assumption of responsibility for action; organization does what it says; acknowledges when it causes harm; harm damage is repaired; mechanisms for two way comm; publics can report concerns
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3 things research does
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cyclical process where you 1) monitor environments of orgs and their publics; provide guidance for strategies and tactics; measure productivity of pr effort
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why do we care about theory in pr
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1) we all operate with many implicit theories; if theories help us predict future events, then they should help us create more effective campaigns
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strategy
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broad statement that describes a general action approach of how to accomplish a desired goal or objective link tactics with objective
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