Unit 1 Exam Flashcards
Definition of PR
A planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication
What does PR do?
Research, planning, communications dialogue, and evaluation
How does PR do it?
John Marston’s 4 step Model: Research, action, communication and evaluation
Crifasi’s ROSIE
Research, objectives, strategies, implementation, and evaluation
RPIE
Research, planning implementation and evaluation
Sharpe’s 5 Principles
Honest communication, openness and consistency or actions, fairness of actions, continuous two-way communication, and environmental research and evaluation
Management Interpreter
Interpret philosophies, policies, programs, practices of management to public
Convey attitudes of public to management
Definition of Publics
Internal and external, primary, secondary, and marginal, traditional and future, and proponents, opponents and uncommitted
Goals of Communication
To inform, to persuade, to motivate, and to build mutual understanding
Traditional Theories of Communication
Two-step flow there and concentric-circle theory
Pat Jackson’s five-step process
- Building awareness
- developing a latent readiness
- triggering event
- intermediate behavior
- behavioral change
SEMDR
Source, encoding, message, decoding and receiver
Contemporary Theories of Communication
Constructivism and coordinated management of meaning
How should businesses influence public opinion?
Honesty and candor
Public opinion
A group of people who share a common interest in a specific subject and their expressions of strong attitudes on a particular topic is a public
Attitudes
Once assumed to be predispositions to think in a certain way about a certain topic
Attitudes based on a number of characteristics
Persona, cultural, educational, familial, religious, social class, and race
How are attitudes influenced?
Attitudes are positive, negative or nonexistent
Theory of cognitive dissonance
Avoid dissonant/opposing information and seek consonant/supportive information
Systematic mode
Carefully considers argument
Heuristic mode
Skimming the surface
Marketing
Selling a service or product through pricing, distribution and promotion
Advertising
Subset of marketing; pay to place message formats
Branding
Creating a differentiable identity for a company or product
