Lecture 1 Flashcards
(11 cards)
What is the definition of Strategic Communication according to Hallahan et al. (2007)?
The purposeful use of communication by an organization to fulfill its mission.
Example: An NGO uses social media and press releases to raise awareness on climate change, aiming to influence policy and public behavior.
How does Zerfass et al. (2018) expand on the concept of Strategic Communication?
Strategic communication means using communication in a smart and purposeful way to help an organization survive, succeed, and reach its goals.
It’s about:
* saying the right things,
* to the right people,
* at the right time,
* in a way that helps the organization do well in the long run.
Example: A sustainable clothing brand publishes transparent supply chain reports and involves NGOs in dialogue to improve working conditions.
What are recent shifts in responsible communication approaches?
Recent approaches include environmental context, focus on issues and involved organizations, reflective/critical perspectives, and attention to effects beyond organizational goals.
Example: A tech company reflects on the societal impact of its AI tools, adapting their communication to include external effects and ethical considerations.
What are the main differences between Public Relations and Strategic Communication?
PR is historically tied to external communication and has a negative reputation; Strategic Communication focuses on strategy and blurs internal/external lines, potentially rebranding PR.
Example: A PR firm handles media relations for events, while a strategic communicator creates a long-term communication strategy including internal culture and stakeholder trust.
What are the five communication models in PR history?
- Press Agentry,
- Public Information,
- Asymmetrical Two-Way Communication,
- Symmetrical Two-Way Communication,
- Reflective Communication Management.
Example:
- Press Agentry: Celebrity creates fake news for attention
- Public Info: Government campaign on vaccination
- Asym. 2-way: Surveys used to improve product perception
- Sym. 2-way: Dialogue with locals on windmills
- Reflective CM: Greenpeace collaborates with businesses on sustainability
What is the purpose of the Press Agentry model?
To generate propaganda or ‘hype’ through pseudo-events, typical of early PR.
Example: Paris Hilton spreading rumors to generate media attention in the early 2000s.
What characterizes the Reflective Communication Management model?
It emphasizes co-creation of understanding about issues, includes societal perspectives, and doesn’t solely aim to meet organizational goals.
Example: Greenpeace helps co-create sustainability policies with companies rather than just criticizing them.
Explain the Paid, Owned, Earned Media (POEM) model.
Paid: Advertising paid by the organization.
Owned: Organization-controlled channels like websites.
Earned: Unpaid media coverage influenced by PR efforts.
Example: Coca-Cola posts a recall notice on its website (Owned), pays for ads (Paid), and media pick it up independently (Earned).
What writing qualities should PR professionals aim for?
Succinctness, completeness, persuasiveness, and honesty.
Example: Writing a press release for a product recall that is clear, honest, and informative for all stakeholders.
What are the key roles of a PR professional?
Writer, Strategic Advisor, Marketing Communications Expert, Crisis Manager.
Example: A strategic advisor at Shell spots increasing environmental pressure and recommends proactive sustainability messaging.
Why is crisis communication important in PR?
Because the public remembers how organizations handle crises, which impacts reputation significantly.
Example: After a data breach, a telecom company organizes a press conference, issues an apology, and outlines corrective actions.
