JSC Strat. Comm. Exam

propaganda

ideas, facts, or allegations spread deliberately to further one’s cause or two damage an opposing cause

persuasion

 communication that uses rational and/or emotional arguments to change or reinforce attitudes, beliefs, or behaviors

 Profession of PR emerged because of four factors

economic system, political system, increased political participation,

watchdog journalism

 Four Models of Public Relations

publicity/press agentry, public information, two-way asymmetrical, two-way symmetrical

publicity/press agency

Communication is mostly one-way, initiated by an organization with little concern for accuracy or completeness, associated with propaganda, publicity stunts

publicity stunt

A planned event to attract attentions to a brand or cause and attract media coverage

public information

Communication is mostly one-way, initiated by the organization to inform public with truthful and accurate info- focus on earned media, strategic transparency, status conferral

strategic transparency (public information)

factual info that’s released to control the narrative

status conferral (public information)

When media pay attention to individuals and groups and therefore enhance their authority to bestow prestige to them- associated with earned media (not paid)

two-way asymmetrical

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

Role of Psychology/Psychographics (two-way asymmetrical)

psychographic variables and persuasion theories

brand voice (two-way asymmetrical)

A brand personality as conveyed through its messaging; brand voice should be consistent over time across different platforms

two-way symmetrical

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

mutually beneficial relationships (two-way symmetrical)

Not just research on publics, but engagement with publics- opportunities for public comment and feedback

disclosure of information

investigate the truthfulness and accuracy of information released on behalf of those represented, reveal the sponsors for causes

goal of strategic communication

To help an organization fulfill its mission

definition of strategy

Creating clear goals and understanding how an audience’s attitudes, behaviors, or perceptions will support those objectives- goal directed and audience focused

Publics: Internal and External

People with shared interests, in relation to the organization

internal publics

an organization's members, employees, or volunteers

external publics

groups who are currently outside the organization

demographic charcteristics

basic life characteristics

Psychographic characteristics

psychological attributes that explain why people do/believe things, beyond demographics

tactics

The specific, actionable steps and methods used to achieve a broader strategic communication goal- what you do to reach your goal

Types of tactics

media/communication: media relations, content creation, ads, events

definition of public relations

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

advertising

A communication strategy that involves buying media channels that your organization does not control

earned media

public exposure in media you do not own or pay for, through word of mouth, customer reviews, social media mentions, or news media coverage  (part of PR)

paid media

paying to display promotional content across social media, search engines, or websites (advertising)

owned media

media the organization creates on channels that it owns and controls (part of PR)

authentic

The degree to which one communicates reliability, accurately and true to their own character and the character of the org they represent

public relations principles

authentic, transparency, responsive, ethical/responsible, proactive

transparency

Deliberate attempt to make available all legally responsible information for the purpose of enhancing the reasoning ability of publics

competing duties

Yourself, Your client, Your employer, The profession, The media, Society

Phase 1: Situation Analysis

A detailed analysis of a situation facing an organization, including internal and external factors- research is necessary

Two Types of Situations: Issue vs. Crisis (phase 1)

issue (proactive), crises (reactive)

Phase 2: Strategy

SMART goals, strategy, tactics

SMART goals

Specific, measurable, attainable, realistic, time-bound

Strategy (Types of…)

Corporate Social Responsibility, employee relations, media relations, social media marketing

Phase 3 evaluation

measuring perceptions and outcomes to see whether your strategies were effective- did you reach your goals?- KPI’s

KPI’s (Key performance indicators)

sentiment analysis, media mentions, search engine optimization, surveys of key publics

Types of strat comm jobs

Agency, In House, Nonprofit, Public Information, Market Research

agency

working with multiple clients

in-house

strat comm for a single company- internal or external publics

non-profit

strategic communication and PR for a non-profit org

public information

working for govt

market research

researching publics for more effective strat comm

cultural competence

Ability to work ethically and effectively with individuals from different cultures; capacity for cultural self-assessment; willingness to adapt behaviors

personal ethical code

deontological vs situational ethics, values

PRSA code of ethics

Free flow of information, Competition, Disclosure of information, Safeguarding confidences, Conflicts of interest, Enhancing the profession

free flow of information

Be honest and accurate in all communications

competition

Follow ethical hiring practices designed to respect free and open competition without deliberately undermining a competitor; preserve intellectual property

disclosure of info

investigate the truthfulness and accuracy of information released on behalf of those represented (astroturfing as what NOT to do)

safeguarding confidences

Safeguard the confidences and privacy rights of present, former, and prospective clients and employees

conflicts of interest

Act in the best interests of the client or employer, even subordinating; real, potential, percieved

enhancing the profession

Keep informed and educated about practices in the profession to ensure ethical conduct, decline representations of clients or urge or require actions contrary to this code

ethical decision-making framework

1. DEFINE the conflict.

2. IDENTIFY influential factors.

3. IDENTIFY key values.

4. DEFINE your obligations to the affected parties.

5. Select ethical principles to guide the decision-making

process.

6. Make a decision and justify it.