Strategic Com

What is strategic communication?

Deliberate purposeful communication practice that advances the mission of an organization, cause, or social movement.

What is qualitative research?

A method of gathering and analyzing non-numerical data to understand people's social reality, focusing on the why/how rather than what/how much.

What is quantitative research?

A research method that uses numbers and logic to collect and analyze data to find patterns, make predictions, and generalize results.

What does distributed agency refer to?

The situation where the actions of different individuals with various motivations combine to create a desired outcome.

What is the purpose of a media release?

To provide information through an official statement to members of the news media.

What should companies do when issuing apologies?

Say sorry, show strength and assurance, and fix the problem quickly without appearing defensive or weak.

What is cognitive decision making?

The belief that most people will understand reasoning; often favored by corporations.

What is attribution theory?

A framework for understanding how people explain their own and others' behaviors.

What are campaign measurement metrics?

Data driven marketing metrics including statistics, surveys, web analytics, and social media engagement.

What does ROPE stand for in strategic communication?

Research, Objectives, Programming, Evaluation.

What is ethical accountability?

The obligation to follow ethical principles, be transparent, and be responsible for one's actions.

What is the public sphere?

The arena where citizens exchange opinions regarding public affairs and form public opinion.

What is public relations?

Creating understanding for a company, person, or product, and restoring harmony in crises.

How does propaganda differ from public relations?

Propaganda uses information to influence the public for a specific agenda with little regard for accuracy; it is one-way communication.

What is branding?

The message that articulates an organization's purpose and fosters understanding and goodwill.

What is positioning in branding?

Achieving and maintaining a specific organizational brand/image that distinguishes it to the target audience.

What is market segmentation?

The process of dividing a target market into smaller groups based on shared characteristics.

What is nonprofit communication?

The exchange of information between a nonprofit organization and its audience, including fundraising and storytelling.

What does compassion fatigue refer to?

The phenomenon where others' trauma can become one's own.

What does PESO stand for?

Paid media, Earned media, Shared media, Owned media.

What is classical conditioning?

A learning response that is involuntary and automatic.

What is the Theory of Reasoned Action?

It explains how a person's attitudes and intentions relate to their behaviors.

What is the Health Belief Model?

A model that helps explain and predict health behaviors.

What is a Social Norms Campaign?

A framework that explains how behavior is influenced by perceptions of what others do and approve of.

What are demographics?

Quantifiable factors like age, gender, income, and education that characterize a population.

What are the types of publics in communication?

Non-Publics, Latent Publics, Apathetic Publics, Aware Publics, Active Publics.

What does Aristotle’s rhetorical triangle consist of?

Ethos (credibility), Pathos (emotions), Logos (logical arguments).

What is Kaupapa Māori?

A community approach prioritizing Māori language, culture, knowledge, and identity.

What is the deontological ethic?

An ethical theory that examines the action itself rather than its consequences.

What does crisis management encompass?

Managing reputation and addressing client concerns to minimize impacts of uncertain events.

What is strategic framing?

Directing attention and influencing how the audience thinks about issues, reinforcing ideological messages.

What are key performance indicators (KPIs) at UC?

Brand position, audience engagement, thought leadership, media coverage, and message sentiment.