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20 Cards in this Set
- Front
- Back
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What does communication mean in PR? |
The implementation of a decision. The goals are to inform, persuade, motivate, or achieve mutual understanding. |
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To be an effective communicator you must have the basic knowledge of what? |
-What constitutes communication and how people receive messages -How people process information and change their perceptions -What kinds of media and communication tools are most appropriate for a message |
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From a PR perspective, what should a communicator ask? |
Whether the message is appropriate, meaningful, memorable, understandable, and believable. |
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From a PR perspective, what should a communicator know? |
They should know the exact message sought. (Message exposure, accurate dissemination of the message, acceptance of the message, attitude change, and change in overt behavior.) |
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What are the 5 elements of receiving a message? What are two key considerations? |
-Source, Encoder, Signal, Decoder, Destination 2 key considerations: field of shared experience, and continuous feedback loops |
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What's the importance of two-way communication? |
Ideal public relations model should be two-way symmetrical (see Grunig) -Understand (not persuasion) is the principal objective -Social media two-way symmetrical communication minus nonverbal cues Organizations typically employ mixed-motives models Most effective -Two people having a face-to-face conversation (includes nonverbal cues) -Small group discussion |
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What's the Media Uses and Gratification Theory of Communication? |
Communicator wants to inform and persuade, Receiver wants to entertained, informed, or alerted to opportunities that can fulfill their needs. Theory assumes that audiences make active, highly intellect choices about which messages require their attention and fulfill their needs. |
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What's a passive audience? |
Audiences that only pay attention due to entertainment value. |
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What's an active audience? |
Audiences that are already interested and engaged and are in search of more sophisticated, supplemental information. |
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What's the concept of triggering events? |
Public Relations practitioners should spend more time thinking about what behaviors they are trying to motivate in target publics rather than about what information they are communicating to those publics. Professionals should build triggering events into their planning to cause people to act on their latent willingness to behave in a certain way. |
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What are some other attention-getting concepts? |
Individuals learn using all 5 senses, Raising the "need" level, Reflect audience values and predispositions. |
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What's important for getting the audience to understand the message? |
-Effective use of language -Writing for Clarity -Avoid jargon -Use symbols, acronyms, and symbols -Avoid cliches and hype words -Avoid euphemisms -Avoid discriminatory language
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What makes audiences believe a message? |
source credibility |
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What are some variables in believability? |
-The Sleeper Effect: source is deemed untrustworthy; all future messages will be considered that -Context of the Message: needs to be supported by action |
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What is cognitive dissonance in PR? |
"Don't confuse me with the facts, my mind is already made up." -Circumstances have changed -Developments -Unexpected spokesperson
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How can audiences remember the message? |
Repetition: -Provides multiple opportunities for message exposure -Help audience remember the message -Improves learning by overcoming audience indifference and resistance -Helps offset the "noise" surrounding a message Convey info in a variety of ways using multiple channels |
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How can entropy (loss of information) be fought? |
Key points are mentioned in the beginning and the end, and repeat phone # and web address several times. |
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Whats the five stage adoption process of acting on a message? |
1) Awareness: relies on use of media channels 2) Interest: person seeks information 3) Evaluation: feedback from friends and family 4) Trial: tries it out; samples 5) Adoption: uses the product, volunteers, tweets, etc. |
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Research shows that people approach innovation in different ways, depending on their personality and risk involved. How are these people labeled? |
Innovators: adventuresome, eager to try new things Early Adopters: savvy, keep up with new ideas and new products; leaders Early Majority: deliberate, pragmatic support Late Majority: skeptical and resistant, eventually succumb to peer pressure Laggards: very traditional and last to adopt
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What are word-of-mouth campaigns? (WOM) |
-Uses the influence of peers and colleagues in the adoption process. -Growing in popularity: Internet creates larger networks for feedback -Identifying and reaching opinion leaders/influentials/catalysts |
