PURE 1800 - Exam 1

publics

groups of people with shared interests. an organizations publics either have an effect on the organization, are affected by the organization, or both

public relations

management of communication between an organization and its publics, or the strategic communication process that builds mutually beneficial relationships between organizations and their publics

spin

disingenuous strategic communication involving skewed interpretation or presentation of information

authenticity

the degree to which one communicates reliably, accurately and true to his or her own character and the character of the organization he or she represents

crowdsource

t obtain information or input into a particular task or project by enlisting the services of a number of people, either paid or unpaid, typically via the internet

transparency

deliberate attempts to make available tall legally reasonable information for the purpose of enhancing the reasoning ability of publics

listening in terms of public relations and organizational communication

processing feedback

proactive

a management style that is anticipatory, change-oriented and self-initiated to improve the organization’s environment and its future

reactive

a management style that mainly responds to problems as they arise rather then anticipating them and averting them

conversational voice

an authentic, engaging and natural style of communication that publics perceive to be personable

flaming

hostile communication among internet users

integrated communication

communicating with publics consistently across organizational functions including public relations, advertising, marketing, and customer service

distributed public relations

intentional practice of sharing public relations responsibilities among a broad cross section of an organization’s members or employees, particularly in an online context

ethics

moral principals that govern a persons or groups behavior

dominant coalition

group of people with the greatest influence in determining how an organization operates and pursues its mission

deontological ethics

system of decision making that focuses on the moral principals of duty and rules

press agentry/publicity model

model of public relations in which communication is mostly one-way, initiated by an organization with little concern for accuracy or completeness in order to gain the attention of publics

public information model

model of public relations in which communication is mostly one-way, initiated by an organization to inform publics with truthful and accurate information

material information

any information that could affect investment decisions related to a particular security such as stock in a publicly traded company

Public information officer (PIO)

a public relations person, commonly working in a government position, whose job focuses on the dissemination of information to appropriate publics in an accurate and timely manner

asymmetrical model

model of public relations in which communication is two-way but unbalanced, with the organization using research/feedback in an effort to persuade public to change attitudes or behaviors

symmetrical model

model of public relations in which two-way communication is mostly balanced, with the organization as likely to change attitudes or behaviors as its publics

pseudo-event

an event organized primarily for the purpose of generating media coverage

status conferral

when media pay attention to individuals and groups and therefore enhance their authority or bestow prestige on them

advocacy

public promotion of a cause, idea or policy

propaganda

the spread of information used to promote or support a particular point of view. in modern use, the term usually refers to false, misleading or exaggerated information

objectivity

state of being free from the influence of personal feelings or opinions in considering and representing facts

Technological convergence (aka digital convergence)

when information of various forms such as sound, text, images and data are digitized, affording communication across common media

augmented reality

technology that overlays digital information onto media representations of the real world

cultural convergence

when various forms of culture are exchanged, combined, converted, and adapted. on a global scale, this phenomenon has accelerated with the growth of digital media

participatory culture

a culture in which private citizens and publics are as likely to produce and share as they are to consume; commonly applied in mediated contexts in which consumers produce and publish information online

economic convergence

when various media organizations and functions are merged under a singe ownership structure. this form of media convergence is different from the term economists use to describe trends in world economies

professional convergence

when various functions of professional communication such as publicity, advertising, online services and marketing are combined to improve strategy.

advertising

media space purchased by sponsors to persuade audiences; or the practice of planning and producing this service

cost per thousand (CPM)

a measure of advertising reach that represents the cost of an advertisement relative to the estimated size of the audience

Advertising value equivalency (AVE)

A calculation of the value of news or editorial coverage based on the cost of the equivalent amount of advertising space or time

banner ads

advertisements on webpages designed to encourage users to click to reach an advertisers site

pre-roll advertising

a commercial ad is displayed as online video before the desired video is shown

click-through rate

percentage of users who view an ad on the web and click on it to reach an advertisers site. analytics help track behavior as users move from initial exposure to some target behavior, such as making an online perchase.

search advertising

paid placement of advertising on search-engine results pages. ads are placed to appear in response to certain keyword queries

analytics

researching online data to identify meaningful patterns. in strategic communication, analytics often focus on how web traffic leads to behavioral results such as sharing information or making online purchases

marketing

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

market skimming

marketing strategy that starts with higher prices for early adopters of unique products and services and then lowers prices later to sell to a broader base of consumers when competitors enter the market

marketing mix

combination of product, price, place, and promotion strategies in support of profitable exchange.

publicity

unpaid media coverage, or the practice of deliberately planning and producing information and activities to attract this coverage

third-party credibility

assumption that information delivered form an independent source is seen as more objective and believable than information from a source with a vested interest in persuasion

word-of mouth promotion

passing of information and recommendations from person to person