MKTG 123 Exam 1 Study guide (Ch1-Ch7)

Professor Yaeeun Kim

Public Relations (PR)

A strategic communication process that builds mutually beneficial relationships between organizations and their publics.

R-A-C-E

A model in public relations standing for Research, Action, Communication, Evaluation.

Key Publics

Various groups of people with a shared interest or stake in an organization, including employees, customers, media, and regulatory authorities.

Spin

A form of manipulation in public relations involving the interpretation of an issue to sway public opinion.

Attitudes

Settled ways of thinking or feeling about something, typically reflected in behavior.

Maslow's Hierarchy of Needs

A psychological theory proposing a five-level model of human motivation, from physiological needs to self-actualization.

Cognitive Dissonance

A theory that suggests individuals seek consistency among their beliefs and attitudes, avoiding information that contradicts their existing views.

Elaboration Likelihood Model

A theory explaining how attitudes are formed and changed, focusing on central and peripheral routes to persuasion.

Ethics

Moral principles that govern a person's or group's behavior, determining what is right and wrong.

Utilitarianism

An ethical theory that advocates for actions that maximize happiness or benefit for the majority.

Deontology

An ethical theory that emphasizes duties and rules, suggesting that actions are moral if they follow prescribed rules.

Copyright Law

A law that gives creators exclusive rights to their original works and prohibits unauthorized use.

Research-Action-Communication-Evaluation

R-A-C-E, a process model of public relations that outlines the steps practitioners should take in their work.

Two-Way Communication

A communication process that involves a reciprocal exchange of information and feedback between an organization and its publics.

Public Opinion

The collective attitudes and beliefs of individuals on certain issues, which can significantly influence decision-making.

Strategic Communication

Purposeful communication that aligns with overarching organizational goals and objectives.

Media Relations

The practice of managing communications between an organization and the media.

Social Media Interface

The management of an organization's presence and communication across social media platforms.

Crisis Communications

The management and communication strategies used to address and mitigate the impact of a crisis.

Reputation Management

The practice of monitoring and influencing the public perception of an organization.

Communication Goals

Objectives that guide communication efforts, often including informing, persuading, motivating, and building understanding.

Spin Doctor

A public relations expert who is skilled at presenting information in a way that creates a favorable impression.

Public Affairs

A field of public relations focused on influencing public policy and community relations.

Investor Relations

The management of communication between a company and its investors.

Community Relations

The efforts of an organization to build a positive relationship with the communities in which it operates.

Public Interest

The welfare or well-being of the general public.

Primary Publics

Groups that have a significant impact on an organization's ability to achieve its goals.

Secondary Publics

Groups that have a less direct impact on an organization but are still important to consider.

Marginal Publics

Groups that may have little impact on an organization but could influence in specific circumstances.

Crisis Management

The process by which an organization deals with a disruptive and unexpected event that threatens to harm its reputation.

Public Relations Functions

Various roles in PR, including writing, media relations, community relations, and strategic planning.

Ethics in PR

The principles and values that guide public relations practitioners in their work.

Stakeholders

Individuals or groups that have an interest in an organization and can affect or be affected by its actions.

Persuasion

The act of convincing someone to believe or do something.

Semantic Understanding

The comprehension of meanings and implications in communication, especially regarding language variation.

Framing

The way information is presented to influence perception and interpretation.

Influence of Media

The impact that different media channels can have on public perception and communication effectiveness.

Public Relations Counseling

Advising organizations on how to manage their communications and public image effectively.

Internal Publics

Members of an organization, including employees and management.

External Publics

Individuals or groups outside of the organization, such as customers and the media.

Heuristic Mode

A mental shortcut that allows people to make decisions quickly based on available information.

Systematic Mode

A thorough and methodical approach to processing information and making decisions.

Consensus

General agreement among a group or the formation of a common opinion.

Trade Associations

Organizations founded and funded by businesses that operate in a specific industry.

Charisma

A personal quality that enables an individual to attract, influence, and inspire others.

Intercultural Communication

The field that studies how people from different cultural backgrounds communicate.

Feedback Loops

Processes where outputs of a system are circled back and used as inputs.