PUR3000 Exam 2 UF

Analytics

The systematic computational analysis of data or statistics, used to gain insights and inform decision-making in various fields such as business, healthcare, and marketing.

Communications Audit

a systematic documentation of an organization's communication efforts to understand how it communicates with its publics

constraint recognition

when people detect a problem or situation in their environment but perceive obstacles that limit their behavior to do anything about it

Demographics

statistical data relating to the population and particular groups within it.

external publics

groups of people that exist mostly outside of an organization and have a relationship with the organization

formal research

research designed with clear rules and procedures for collection and analysis of information

Formative Research

Research done before and during the campaign

In-house PR

when public relations people are employed directly within an organization rather than working for an external agency or contracted as independent consultants

Informal Research

research conducted without clear rules or procedures, which makes the findings difficult to replicate or compare to other research or situations

Internal Publics

public relations term for groups inside the client's organization

level of involvement

the degree of interest in a product and the importance the individual places on that product

Mission Statement

a short, specific written statement of the reason a business exists and what it wants to achieve

organizational culture

the set of shared, taken-for-granted implicit assumptions that a group holds and that determines how it perceives, thinks about, and reacts to its various environments

Primary publics

groups of people identified as most important to the success of a public relations campaign or program

Primary Research

- Self conducted

- Necessary to answer specific research questions

- can require a budget and turn around time

problem or opportunity statement

1. Written in present tense "what's happening now?"

2. Describes the situation in specific and measurable terms

3. Does not imply solutions or place blame

Problem recognition

The first stage of the business buying process in which someone in the company recognizes a problem or need that can be met by acquiring a good or a service.

Psychographics

the study and classification of people according to their attitudes, aspirations, and other psychological criteria, especially in market research.

Reliability

Consistency and precision (Need this and validity)

research

The systematic study of materials and sources in order to establish facts and reach new conclusions.

secondary publics

important because of relationship with primary publics

Secondary Research

- Conducted by others

- Necessary to understand what research has already been conducted.

- Typ

Situation Analysis

the study of the internal and external factors that affect marketing strategies

Example:

- its history

- forces impacting it

- Those involved or affected internally and externally

Summative Research

research conducted at the end of a campaign or program to determine the extent that objectives and goals were met

Tertiary publics

groups of people who indirectly influence or are indirectly affected by a public relations campaign or program

Ulitarianism

A system in which decisions are made to the greatest good for the greatest amount of people.

Validity

accuracy (Need this and reliability)

Vision Statement

expresses what the organization should become, where it wants to go strategically

RPIE

Research>Planning> Implementation> Evaluation>

SWOT analysis

strengths, weaknesses, opportunities, threats

Situational Theory of publics (Latent, Aware, Active Publics)

Latent Publics: People who are effected but don't know it.

Aware Publics: people who know they are affected

Active Publics: People who act in response

(level of involvement, constraint recognition)

Qualitative Research

research that relies on what is seen in field or naturalistic settings more than on statistical data

Quantitative Research

relating to, measuring, or measured by the quantity of something rather than its quality.

Content of Analysis

- Systematic procedures to objectively determine recorded info.

- Does not measure if the audiences learned or believed message content

unit of analysis

- words/symbols

- Characters

- Time and Space

- Items

survey

a systematic means of collecting information from people that generally uses a questionnaire

-Best survey depends on the sampling procedures, questions, and how they are asked

longitudinal survey

a survey in which interviews are conducted several times at regular intervals

Experiment

A research method in which an investigator manipulates one or more factors to observe the effect on some behavior or mental process

control group

no manipulation or exposure

treatment group

Manipulated or exposed group

interview

A face-to-face or telephone questioning of a respondent to obtain desired information.

- Useful for getting the story behind a participants experience.

focus group

A small group of individuals who are led in discussion by a professional consultant in order to gather opinions on and responses to candidates and issues.

- Major strength is the open, spontaneous, detailed discussions they generate

Direct observation

assessment in which the professional observes the client engaged in ordinary, day-to-day behavior in either a clinical or natural setting

participant observation

a research method in which investigators systematically observe people while joining them in their routine activities

nonparticipant observation

form of field research in which the researcher observes people without directly interacting with them and without letting them know that they are being observed

Benchmarking

a process by which a company compares its performance with that of high-performing organizations

Consequentialism

an ethical system that determines the level of goodness or evil from the effect or result of an act

Frequency

the number of complete wavelengths that pass a point in a given time

Funnel

a framework that maps how earned media and brand messaging guide audiences from initial brand awareness to consideration and conversion

Impressions

a measure of how many people were exposed to a message

Mission

a special duty or function which a person or group is sent out to do

Overhead expenses

costs of running a business that are not directly related to the product or services delivered

Planning

-Mission/vision>

- Goals>

- Objectives>

- Tactics

Pop-up

(n) a small window, usually containing an advertisement, that appears on your computer screen

Proselytizing

putting pressure on someone or forcefully attempting to convert someone from one religion to another

Reach

the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks

strategic decision making

daily management and communication decisions made with mindfulness of the objectives, goals and mission of the organization

Tactical decision making

daily management and communication without consideration of the strategic objectives, goals, and mission of an organization

Unconferences

conferences organized for active peer-to-peer exchange of ideas and information

Problem Statement

A statement articulating the research problem and making an argument to conduct a new study

Goals

Statements that indicate a desired result for public relations efforts.

In strategic planning, goals are more specific than the organization's mission but more general than objectives.

SMART objectives

Specific

Measurable

Achievable

Relevant

Time-bound

*short or long term

*Informational or behavioral

Outcomes

What happened as result of the campaign. Typically, a measurable change in awareness.

Outputs

- Specific tactics that are sent out (emails,news) Work that we are producing. Fairly easy to measure.

Impact

Think societal impact. Difficult to fully attribute to PR campaign.

Strategy

underlying logic that holds a plan together and offers a rationale for why it will work

Message Content Strategy

deals with how messages are developed, created and expressed

Message Delivery Strategy

deals with the message dissemination channels

tactics

An action or strategy carefully planned to achieve a specific end

key messages

All should work in unison to support your campaign.

Avoid:

over-saturating key publics

creating conflicting messages.

Budgets

- Everything cost $

- Consider personnel, overhead expenses, cost in media.

- pro bono

-billable rates

billable rate

The amount charged for labor performed, typically by the hour.

Pro Bono

for the public good

advertorial

paid advertising that is presented in the form of editorial content

Brochureware

web pages that present essentially the same material as printed materials such as brochures

Controlled Media

channels of communication that allow public relations practitioners to write, edit, produce and distribute messages as they see fit

Diversity

variety, such as of ethnic or national groups

Glass Ceiling

A metaphor alluding to the invisible barriers that prevent minorities and women from being promoted to top corporate positions.

loyalty

A feeling of devotion, duty, or attachment to somebody or something

Media Gatekeepers

*People--media executives, editors, reporters--who decide what news to present in time/space available

*Not all events become news: gatekeepers determine what stories will become news based mostly on their perceptions of audience interest

Third-party credibility

tendency of people to attribute greater trustworthiness or expertise to a source other than the original sender of a persuasive message

Uncontrolled media

those media whose actions are not under the public relations practitioner's control, such as community newspapers and radio stations

Campaign

A series of actions intended to accomplish a goal

PESO Model

Paid, Earned, Shared, Owned

Persuasion

- Develop a pattern of "Yes" answers

-Offer choice between this or that

- Get commitment to action

- Ask for more; be prepared to settle for less

- If the sender has little power over the receiver, persuasion in primary strategy.

Crafting messages

1. If receivers oppose your position, present arguments on both sides of the issue

2. If receivers already agree with your position, your message will have greater impact if you present only arguments consistent with the receivers' views

3. If receivers are well educated, include both sides of the argument

4. If you use messages containing both sides of the argument, do not leave out relevant arguments on the opposing side, or receivers who notice the omission will grow suspicious of your presentation

5. If receivers are likely to be exposed later to persuasive messages countering your position, use two-sided messages to "inoculate" the audience to build resistance to later messages

Media Relations and pitching

Following are notes from Pro video:

- pitching is a way to distill one's own thinking of a topic you represent

- pitching allows you to sharpen your communication skills

- pitching is a sales skill, you are selling a story to the media

- quality over quantity in pitches

- take time to know the journalists (i.e. look at their socials)

- those with success in pitching are the ones that get to engage more in the company

- practice pitching verbally (if you can't pitch the big idea in first 2 minutes, you will likely be shut down)

- pitching is a muscle you strengthen over time

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

Attitudinal

having to do with affect, emotion, favor or disfavor toward an organization, brand, product, service, idea or any other attitude object

Behavioral

the perspective of psychological science that deals with how we learn observable responses

Boundary Spanner

an employee who accumulates information through contacts outside the organization

Clipping Services

Businesses that monitor print and electronic media for mentions of clients in local, national or international outlets

cognitive

how we encode, process, store, and retrieve information

Message testing

focus groups, readability tests, experiments

A/B testing

This is the process of comparing two variations of a single variable to determine which performs best in order to help improve marketing efforts

Readibility

level of ease the reader can understand information

Focus groups

A strategy to obtain data from a small group of people using interview questions

media monitoring

used to identify if objectives were accomplished

dashboard

A graphical user interface that organizes and summarizes information vital to the user's role and the decisions that user makes.

Barcelona Principles 3.0

1. Setting goals is an absolute prerequisite to communications planning, measurement, and evaluation

2. Measurement and evaluation should identify outputs, outcomes, and potential impact

3. Outcomes and impact should be identified for stakeholders, society, and the organization

4. Communication measurement and and evaluation should include both qualitative and quantitative analysis

5. AVEs are not the value of communication

6. Holistic communication measurement and evaluation includes all relevant online and offline channels

7. Communication measurement and evaluation are rooted in integrity and transparency to drive learning and insights