PRCM 2400 Test 3 Review

listicle

an online article presented in the format of a numbered or bulleted list

clickbait

promotional and sensational internet content designed primarily to entice users to visit another website

reputation management

acting and communicating--- often in writing--- to influence an organizations reputation as part of a process that includes planning, analyzing, feedback, and evaluating

impression management

process in which people influence perceptions of themselves or their organizations by regulating and controlling information in social interactions

feature story

a story that explores some angle of an event, a persons life, an organization, or place

transmedia storytelling

telling a story across multiple platforms like games, web pages, apps, social media, and traditional media

human interest

a personal or emotional storytelling angle that focuses on the human condition

delayed lead

a style of beginning a story in a way that entices readers to continue reading without summarizing the story's main points

direct lead

a style of beginning a news story that summarizes the story;s main points (e.g. who, what when where why and how) in the first sentence or two

inverted pyramid

a style of news writing in which the most important information is presented at the broad top of a story and narrower supporting details are written below

AP style

rules of writing (including grammar, capitalization, and punctuation) published by the associated press news agency

news release

a news story written in news style by a public relations practitioner writing on behalf of an organization or client

video news release

a news release that provides broadcast journalists with pre produced news packages including audio and video material

social media release

a news release that applied the conventions of social media and includes content designed for social media distribution and sharing

dateline

text at the beginning of a news story that describes when and where the story occurred (beijing, june 16---)

fact sheet

short (often 1 page) document that presents factual information in a concise format

morgue

storage space for archived files of old stories, notes, and media materials kept by news organizations

media kits

packages of information assembled by public relations people for news media. common contents include news releases, fact sheets, backgrounders, position papers, photos, graphics, and so on

backgrounder

a writing tactic used to give depth and context as background information for news stories

blog

online post (or web log) with reflections, comments, and often links provided by the writer

microblog

a shorter blog post limited by space or size constraints of the delivery platform

meta tags

text used to describe a web page to search engines

anchor text

clickable text that provides a hyperlink

backlinks

incoming links that direct web users to a web page from another web page

natural links

hyperlinks to a webpage that are provided to other people who see value in the content of the page, as opposed to links that are posted for the primary purpose of manipulating search engines

code switching

alternating between two or more languages or cultural styles

golden rule

ethic of reciprocity- treat others as you would like to be treated yourself

selective attention

the process of filtering information by focusing on some stimuli in the environment while ignoring others

geofencing

the use of localization technology like GPS to create a vitual geographic boundary for a real world area. triggers can be set up to alert when a mobile device enters or leaves the area

geolocation

function of communication devices that identified the specific geographic location of the device

geofilter

feature of social media (particularly snapchat) that encourages communication among users within a specified geographic area by allowing users to post images with location specific overlays

uses and gratifications

approach to studying communication that focuses on how people use media and the gratification they seek from media

social listening

the process of tracking, analyzing, and responding to conversations about specific topics online

visual listening

the use of image recognition to track and analyze logos or products in online images

social monitoring

the process of tracking social media mentions and conversations

sentiment

a measure of the tone or emotion behind social media mentions or comments, typically categorized as positive, neutral, or negative

newsjacking

"the art and science of injecting your ideas into a breaking news story so you and your ideas get noticed" as defined by david meerman scott

multimedia

the combination of any two or more forms of media such as text, graphics, moving images, and sounds

engagement

measurement of how (likes shares, comments, etc) and how often others interact with your content

feed proofing

using text, typography, and graphics in a video to communicate a message without the need for audio, making it easy to understand and to watch without sound in a users feed

freelancers

people who work on a project by project basis instead of working more permanently for a single employer (e.g. freelance writers, photographers, video producers)

public domain

works of intellectual property for which the copyright has expired, the creator has forfeited rights, or copyright laws do not apply, making the works freely available for public use

creative commons

nonprofit organization that encourages fair and legal sharing of content by helping creators make their work available with clear terms and conditions

stock image

image that is professionally produced for selling or sharing, commonly available in searchable databases

landscape orientation

images or video framed so that width is greater than height, like traditional movies. the aspect ratio is 16:9

vertical video

video framed in an orientation in which height is greater than width and the aspect ratio is 9:16

snackable content

easy to consume pieces of content that are available on the go

ephemeral content

images or videos that are available for a limited time and then disapear, like instagram and snapchat

linear story arc

storytelling that follows a logical sequence or chronology

nonlinear story arc

storytelling that portrays the story seemingly out of order

boomerage video

bursts of photos combined into very short videos that play forward and backward

looping video

videos that play and repeat multiple times, in a loop

content curation

the process of gathering and sharing content from reputable sources or users

user generated content (UGC)

content voluntarily created by online users

community management

the process of listening to, engaging and moderating online communities and those who make up those communities

one to many content

content from one sender that is designed to reach mass audeicnes with the same message

artificial intelligence

a machine's ability to mimic human behavior and intelligence, like learning or solving problems

chatbots

AI programs designed to mimic human conversation. these receive and automatically respond to messages

influencer

trusted individual who c an influence the opinions of established social media audiences

brand advocate

a person who is loyal to your brand and speaks favorably about your brand to others

internet of things

global network of physical objects that are connected to one another in a way that enables them to communicate with one another and the internet at large

end-user liscense agreement (EULA)

legal agreement between a software provider and the person using the software

intellectual property

any product of the human mind that is protected by law from unauthroized use by others

privacy

the right to be left alone; or the right to control access to your personal information

clear and present danger

circumstance that may limit rights of free speech in the interest of preventing "substantive evils"

defamation

false communication that injures someones reputation

slander

oral communication that is false and injures someones reputation

libel

written or otherwise recorded false communication that injures someones reputation

public figure

someone "of general fame or noteoriety in the community" who is subject to less protection in libel cases than a private individual

actual malice

when a defamatory statement is made with knowledge of its falsity and reckless disreguard for the truth

copyright

claim to intellectual property rights of an original work of authorship including rights to reproduce, distribute, perform, display, license, and so on

trademark

word, name, phrase, symbol, or design used to distinguish a product or service from others in a competitive marketplace

patent

claim to intellectual property rights of an invention

plaigiarism

presenting someone else's words or ideas as ones own

copyright infringement

use of protected works without proper permission from the copyright holder

fair use

an exception to copyright laws that allows for the use of otherwise copyrighted material for puposes such as educational use, criticism, or commentary

hyperlink

a piece of text or an image online that can be clicked on to reach another resource online

deep link

hyperlink that bypasses an organizations home page and takes users directly to resources deeper in an organizations website structure

framing

when clickable material in a link is actual content from the site to which it links

freedom of information act (FOIA)

US federal law passes to ensure that the government makes its information accessible to citizens

sunshine law

state law that stipulates which documents and records must be open to the public and which meetings and events must be open

food and drug administration

US federal agency responsible for regulating food, drugs, and health related services including the promotion of these products and services

federal trade commission (FTC)

US federal agency responsible for regulating all types of consumer products and services, including the promotion of these products and services

securities and exchange comission (SEC)

US federal agency responsible for regulating financial activities and investing

initial public offering (IPO)

financial event in which a private company offers sale of stocks to public investors for the first time

material information

any information that could influence the market value of a company or its products

insider trading

when a company's employees or executives buy and sell stock in their own organization or share information with others who buy or sell before the information has been made public

customer relationship management (CRM)

process of tracking and forecasting customers interactions with an organization, often leaveraging data for sales support

trade secret

business inforamtion that is not generally known to the public and not readily availbale to others who could profit from its disclosure or use

contingency theory

a theory that propoeses that the best curse of action in any situation depends ion the specifics of the situation

pure advocacy

stance in issues management in whicha public relations practitioner firmly pleased an organizations case without compromise

pure accomodation

stance in issues management in which a PR practitioner fully concedes to a publics demands

issues management

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

responsible supply chain management

careful monitoring of product production and distribution to ensure generally high ethical standards of social and environmental responsibilty are maintained

situational crisis communication theory

theory that proppses that effective crisis communication entails choosing and applying appropriate response streategies depending on how much responsibility for the crisis is attributed to the organizations by key publics

organizational crisis

a major threat to an organizations operations or reputation

scapegoating

blaming an outside person or organization for a crisis

apology

the act of taking responsibility for an issue or crisis and seeking forgiveness or understanding

bomerang effect

unintended consquence of an apology or other attempt to create positive response results instead in a negative response

compensation

crisis response strategy of offering products, services, or money to help make amends with publics