part one Flashcards
what are the four stages of the pr process?
research, planning, communication, and evaluation
what is ‘the key?’
getting the right message out at the right time to the right audience via the right channels
according to perloff, what is a critical aspect of persuasion?
when belief, attitudes, or behaviors or induced or changed of someone’s own free will
what are the 4 non-goals as PR writers? what is the 1 goal?
- to accurately inform
- to persuade
- to motivate
- to report
to cut through the clutter
what is the purpose of the media uses and gratification theory?
to make message meaningful and tailored to user
what does the media uses and gratification theory say about its communication receivers?
receivers aren’t passive, and are selective. choose your message based on consumer needs.
Butterball Turkey is looking to place an article in a magazine targeting the survivors and sustainers demographic. where would it go? what would be the tagline?
Article in The Bank’s Already Broke magazine headlined
“A Terrific Budget-stretching Meal” and emphasized bargain cuts of turkey
Butterball Turkey is looking to place an article in a magazine targeting the belongers demographic. where would it go? what would be the tagline?
Better Homes and Garden articles emphasized tradition such as bbq turkey as a “summer classic” for July 4
Butterball Turkey is looking to place an article in a magazine targeting the achievers demographic. where would it go? what would be the tagline?
Food and Wine and Gourmet magazine included recipes for turkey salad and turkey tetrazzini.
what are the basics of communication?
sender, message, channel, receiver
what is a message based on and affected by? what must it be?
set objectives; audience and research; applicable, believable, realistic and convincing
what populations make up the receiver?
publics, stakeholders
according to the media uses and gratifications theory, what is communication?
interactive
how can you change preconceived ideas?
by:
- Making individuals aware that circumstances have changed
- Presenting the facts and figures around new circumstances
- Using credible endorsements
what should you do to reduce cognitive dissonance?
use proven techniques if tackling the challenge of changing preconceived ideas
according to the theory of cognitive dissonance, what do people reject? what is the caveat to this?
people reject messages that conflict with predispositions UNLESS presented with information that forces them to question their beliefs.
what is the result of framing?
because many people lack the specific knowledge and experience about a subject or issue, they accept the media’s version of reality
how can you use framing to persuade an audience?
Select the specific facts, themes, etc. that best tell your story
mags is curious about the ‘all-natural’ claim of shea moisture’s products and decides to do some googling. which part of the diffusion and adoption theory does this represent?
interest
mags hits up walgreen’s and squeezes a little bit of product into a plastic baggie so she can sample it at home. which part of the diffusion and adoption theory does this represent?
trial
mags is pretty impressed with the manuka honey and mafura oil shampoo when compared to the carol’s daughter shampoo she’s been spending too much money on. she also really likes the fact that it is, in fact, made out of all natural products. which part of the diffusion and adoption theory does this represent?
evaluation
mags is browsing the all-natural hair care blogs and stumbles across a post bragging about the wonders of shea moisture. which part of the diffusion and adoption theory does this represent?
awareness
mags is obsessed with shea moisture and eventually goes broke because those $10 bottles add up hella fast. who needs tuition when you have shea moisture? which part of the diffusion and adoption theory does this represent?
adoption
define awareness:
when the person discovers the idea or product