PR Midterm

public relations

the management of communication between an organization and its publics to create a mutually beneficial relationship

crowdsourcing

obtaining information/input by enlisting the services of a group of people, typically via the internet

distributed PR

PR responsibilities are shared among a broad cross of employees to have a wider audience connection

ethics

moral principles that govern behavior and are deeply personal

deontological ethics

systems of decision-making that focus on duties/rules

PR management principles

ARTHUR PAGE: truth, action, listen, tomorrow, company, patient, character expressed by people

publics

a group of people with shared interests related to organizations. either have an effect on the org, are affected, or both

press agentry/publicity model

PT BARNUM: one-way communication, publicity stunts, attention-grabbing, falsified (IHOB)

public information model

IVY LEE: mostly one-way communication, inform publics, transparency

two-way asymmetrical model

EDWARD BERNAYS: unbalanced two-way communication, backed by research, feedback from publics is used to change behaviors (hearty breakfast)

two-way symmetrical model

NEWSOM:balanced two-way communication, organization and publics are equally able to influence each other

pseudo-events

events staged specifically to attract media attention (Boston Tea Party)

status conferral

a function of mass media coverage that increases the legitimacy of individuals/groups featured

search engine optimization (SEO)

showing highly ranked information first which boosts legitimacy

black box fallacy

false notion that all media needs will be met with one device

technological convergence

bringing together formerly separate technical capabilities

cultural convergence

when different forms of culture are exchanged, combined, converted, and adapted

participatory culture

participating actively/transparently in public forums

economic convergence

overall number of companies is dwindling while organizations are diversifying services and catering to global markets

advertising

paid media space that aims to persuade audiences

cost per thousand (CPM)

calculates advertising value

advertising value equivalency (AVE)

a measure of effective public relations

search advertising

ads that appear at the top of search results when users search for certain keywords

marketing

the business of creating, promoting, delivering, and selling products and services

marketing mix (4 Ps)

E. JEROME MCCARTHY: price, place, product, promotion

market skimming

consumer products are priced higher at first when customers are willing to pay premium for new/unique products, then priced lower to appeal to broader markets

publicity

a PR and marketing tool designed to draw media attention

third party credibility

if (first party) is trying to persuade a potential customer (second party) to buy your product, the independent reporting of a third party may help the case

word-of-mouth promotion

any business action that earns a customer recommendation

integrated marketing communication

coordinating points of communication with publics/consumers, apply different tactics when marketing different things

content marketing

organizations develop media content to attract audiences/interact with publics

inbound marketing

content marketers work to draw people to them on their own accord, instead of pushing advertising on them

target audience

a carefully identified group of people who are chosen in strategy development for their tendency to buy a product/service/ideas

general data protection regulation (GDPR)

an EU regulation to protect individuals’ privacy by giving them more control over their personal data

participatory media

communication media where the audience can play an active role in collecting/reporting media content (social media)

relational maintenance strategies

POASS: positivity, openness, assurances, social networking, sharing tasks

exchange relationships

customers buying a good/service, company earns sales revenue

communal relationships

both parties provide benefits to the other due to concern of the welfare of the other, even if it gets nothing in return

4 key outcomes of good org-public relationships

HON & GRUNIG: control mutuality, trust, satisfaction, commitment

media relations

relationships with people in news media

pitching

when PR people encourage the news media to cover stories involving their organizations, consider newsworthiness

media catching

reverses traditional flow of pitching from sources to reporters, instead PR people can pitch stories that journalists can decline or explore

5 elements of newsworthiness

HPCPR: human interest, proximity conflict & controversy, prominence (timeliness), relevance

story placement

how important an editor considers a news story

B2C

business to consumer. a relationship between an organization and its publics, selling directly to consumers

B2B

business to business. a relationship between businesspeople at difference companies, platforms that businesses use to perform online transactions with each other

internal publics

groups of people with shared interested within an organization – employees/members of the organization

external publics

groups of people with shared interests outside of an organization – publics/audiences that the company is trying to do business with

investor relations

communication with financial publics

nonprofit organization

committed to an environmental/social benefit besides profit, relationships they maintain with publics are centered on issues

4 elements of nonprofit stewardship

(4 Rs) KATHLEEN KELLY: reciprocity, responsibility, reporting, relationship nurturing

“organization” and “public” are interchangeable when…

groups of people are organized on more than one side of an issue

activist public

a group of people who organize in order to influence another public through action like education or persuasion

public affairs

spread of information to constituents (public info), and advocating for them

corporate social responsibility (CSR)

a company’s commitment to allocate resources to benefit society/the environment

golden mean

an ethical principle that lies between the extremes

formative research

research at the beginning of the planning process, helps formulate campaign

summative research

an evaluation of campaign to measure effectiveness after the fact

situational analysis

a process that helps identify opportunities/challenges

SWOT analysis

identifies key factors of a plan: strengths, weaknesses, opportunities, threats

mission statement

an organization’s steady, enduring purpose

vision statement

describes the desired end-state resulting from an organization's work

organizational culture

all of a company's beliefs/values/attitudes, how these influence employees

situational theory of publics

JAMES GRUNIG: activity of publics ranges from latent to aware to active based on their levels of involvement, problem recognition, and constraint recognition

net neutrality

internet service providers (ISPs) should allow all internet users equal access to content (no advantages or blocks)

latent publics

people who are affected by a problem but don’t realize it

aware publics

people who recognize that they are affected by a problem in their environment

active publics

people who behave and communicate actively in response to a problem

demographics

data describing objective characteristics of a population (age, level of income, educational degree)

psychographics

data describing psychological characteristics of a population (interests, attitudes, behaviors)

constraint recognition

occurs when people believe there is some obstacle standing in way, affects how/whether people take action

primary publics

those who receive communication directly, foremost target audience

secondary publics

hidden audiences, anyone who may be indirectly communicated with, important to pr campaign/service because. oftheir relationship with primary publics

tertiary publics

outside groups that may be affected/have influence on the situation

quantitative research

number/statistics on a company: surveys, experiments

content analysis

analyzing the content of communication, reveals themes of latent content

qualitative research

collecting/analyzing non-numerical data to understand concepts/ideas: interviews, focus groups, direct observation

nonparticipant observation

researchers do not interact with the people being observed

participant observation

researchers interact with those being observed, over long time spans

primary research

designing research/collecting own data for communication planning, tailor to own purposes

secondary research

re-use of research/data that has already been collected

reliability

how consistently a particular research technique can be applied and yield comparable results

validity

the accuracy of a measurement/observation in reflecting what the researcher intended to measure

utilitarianism

doing the greatest good for the greatest amount of people, an ethic of consequences

proselytizing

getting public to encourage others to match their actions, beyond two-way communication

McGuire's Hierarchy of Outcomes

T.A.L.C.L.A.R.A.P: Proselytizing, Acting, Remembering, Agreeing, Learning, Comprehending, Liking, Attending, Tuning in

impressions

the measure of how many people were exposed to a message, metric of success of campaign

funnel

a customer's journey from exposure to purchase (eventual post-purchase loyalty & sharing)

tactical decision-making

daily communication without consideration of strategic objectives of an organization

strategic decision-making

PR tactics that are planned/implemented to help pursue goals

S.M.A.R.T objectives

specific, measurable, attainable, relevant, timely

outputs

completed tasks, assessment of tangible efforts

outcomes

the results of PR work, how successful campaign was

impacts

the broadest reaching results of PR efforts

benchmarking

research that defines your starting points for accomplishing goals/objectives

formative evaluation

monitor program efforts to enable corrections based on feedback

media planning

considering strategy and audience demographics to make sure advertising budgets are spent wisely

reach

the percentage/number of people exposed to a message

frequency

the average number of people in an audience that are exposed to message in a time frame

programmatic media buying

automated real-time bidding (RTB)that is automated to buy space when certain criteria are met