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23 Cards in this Set
- Front
- Back
active public
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group whose members understand that they are united by a common interest, value, and are actively working to promote their interest/value
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aware public
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group whose members understand that they are united by common interest, but who have not yet form plans or acted on their interest/values
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B2B
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abbreviation for business to business
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B2B communications
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the exchange of messages between two businesses, such as a manufacturer and a distributor
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coorientation
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process in which practitioners seek similarities and differences between their organizations opinions regarding a public and that public's opinion of the practitioners organizations
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decision makers
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any persons or group of people who make decisions for publics
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demographic information
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data on nonattitudinal characteristics of a person or group, such as race, gender, age, and income
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domestic publics
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groups that are united by a common interest, value that exist primarily within an organization's home country
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external publics
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groups that are united by a common interest/value that are not part of a pr practitioner's organization
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gatekeepers
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members of the news media, such as editors who determine which stories a given medium will include
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independent endorsement
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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
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internal publics
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groups united by common interest that are part of a pr practitioner's organization
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intervening public
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group that helps send a pr message to another group, the news media are often considered to be an intervening public
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latent public
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behavioral inclination that exists when people have interest in a topic or issue but are unaware of the similar interest of others
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nontraditional public
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groups united by common interest, but are unfamiliar to an organization, but with which the organization now has a relationship
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opinion leaders
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individuals to whom members of a public turn for advice
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partner relationship management
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database driven management of the relationships an organization has with its business partners, including vedors, distributors, and business customers
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psychographic information
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data on attitudinal characteristics of a person or group, such as political philosophy and religious belief
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resource dependency theory
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organizations form relationships with publics to acquire the resource they need to fulfill their values
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secondary publics
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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
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social exchange theory
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relationships are built on the exchange of desire resources, benefits outweigh the costs
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third party endorsement
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verification of a story's newsworthiness that the news media provide when the publish or broadcast the story
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traditional publics
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groups united by common value, with which an organization has an ongoing, long-term relationship
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