APR 241 Final Exam

Professor Little Chapter 5,6,12,13

Ethnocentrism

The tendency to judge other cultures based on one’s own culture, which one considers superior.

Culture

A system of beliefs, values, and assumptions about life that guide behavior and are shared by a group of people.

Low-context communication

Most of the meaning of a message is stated explicitly in the message itself and requires little understanding of context

High-context communication

Most of the meaning of a message is based on context or something internal to the communicators rather than being directly stated in the message.

Cultural dimension

Describing the difference between cultures that value hierarchy and authority and those that value equal distribution of power.

Benefits of International Public Relations

Increased scope of operations, More money in new markets, Greater social and environmental impact

Risks of International Public Relations

Unintended consequences ,Miscommunication, Faux pas

Environmental Variables

Politics, Economy digital divide, Media usage divide

Public Diplomacy

An important subset of international public relations that deals with communication designed to promote national interests

Mediated public diplomacy

A nation’s strategic use of media to promote its agenda and “impact opinions held by targeted foreign audiences.

Relational public diplomacy

Engagement between a nation and its foreign publics in cultural exchange and two-way communication with the goal of achieving mutual benefits.

Dialogic communication

When people enter into an exchange with an understanding of their own views and backgrounds but also with complete openness to seeing the world as others do

Monologic communication

When communicators strive to impose their view on others

Contingency theory

Suggests that the best course of action in any situation depends on the specifics
of the situation.

Issues management

Systematic process whereby organizations work to identify and resolve issues before
they become crises

Four stages in the issue lifecycle

1.Early/Potential: When few people begin to become aware of possible problems

2. Emerging: When more people begin to notice and express concern

3.Current/Crisis: When the negative impact on an organization becomes public
and pressure on the organization builds

4. Dormant: When the organization has no choice but to accept the long-
   term consequences

Regester and Larkin’s seven-step process

1. Monitoring
2. Identification
3. Prioritization
4. Analysis
5. Strategic planning
6. Implementation
7. Evaluation

Accident crisis

Accidents happen. Industrial accidents, mechanical failures, or IT crashes could all be
considered accidents.

Preventable crisis

Preventable Crises caused by mismanagement, illegal activity, or unethical action
are the worst kind of crises for organizations.

Deny

Efforts to absolve the organization of responsibility

Diminish

acknowledging the existence of a crisis, but minimizing the organization’s
responsibility for it or any bad intentions

Rebuild

Accepting responsibility and asking for forgiveness or understanding

Reinforce

Reminding people of all the good things your organization has done in the past

Hierarchy of Outcomes

1. Tuning in
2. Attending
3. Liking
4. Comprehending
5. Learning

6. Agreeing
7. Remembering
8. Acting
9. Proselytizing

Impressions

A measure of how many people were exposed to a message

Funnel

A model for tracking how people move from exposure/awareness to action

Tactical decision making

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

Strategic decision making

Public relations tactics that are planned and implemented to help an
organization pursue its mission and goals

Objectives

Statements that indicate specific outputs or outcomes desired.

Formula for writing an objective

Target public
Outcome
Measurement
Target date

Outputs

Tasks or work attempted and completed

Outcomes

Observable results of PR work.

Impacts

Broadest, furthest-reaching results of PR work

Strategy

Build and maintain relationships with academic advisors at top-5 programs

Two typical situations

1. Work within a set budget that you meet.
   2. Propose/negotiate several tiers of activities/budgets.

Typical budget categories

Staff time
Administrative costs and supplies Media

Budgets

Pro Bono, Personal, Billable Rate

What is Research?

Research is the controlled, objective, and systematic gathering of information for the purpose of describing and understanding.

How might we use research in PR?

To achieve credibility with management, To define audiences and segment publics, To formulate strategy , to test messages,To prevent crises,To monitor the competition, to generate publicity, To measure success

RPIE Cycle

Researching, Planning, Implementing, Evaluating

SWOT Analysis

Strengths, Weaknesses, Opportunities, and Threats

Latent publics

People who are affected by a problem or issue but don’t realize it.

Public Rsearch

Aware publics,Active publics, Level of involvement, Demographics, Psychographics

Constraint Recognition

When people detect a problem or situation in their environment but perceive obstacles that limit their ability to do anything about it.

Tertiary publics

Groups indirectly influenced or affected by campaign

Secondary publics

Important because of relationship to primary

Content analysis

A systematic method for analyzing recorded information

Secondary research

Research previously conducted

Primary research

Original Research

Reliability

Consistency and precision of a particular research technique

Validity

Accuracy of a measure in reflecting what the researcher intends to measure