PR Key Terms (1-8)

public relations (textbook)

the management of communication between an organization and its publics

public relations (crowdsourced)

the strategic communication process to build a mutually beneficial relationship between an organization and its publics

crowdsourcing

obtaining information/input by enlisting the services of a group of people, typically via the internet

distributed PR

PR responsibilities are shared among a broad cross section of employees to have a wider audience connection

ethics

moral principals that govern behavior and are deeply personal

deontological ethics

systems of decision-making that focus on duties/rules

PR management principles

truth, action, listen, future, company, patient, character

publicity model

one-way communication, publicity stunts, attention-grabbing, falsified (IHOB)

public information model

mostly one-way communication, inform publics, transparency

two-way asymmetrical model

unbalanced two-way communication, backed by research, feedback from publics is used to change behaviors (hearty breakfast)

two-way symmetrical

balanced two-way communication, able to change each other's attitudes (Ford sponsored safety research)

pseudo-events

events staged specifically to attract media attention (Boston Tea Party)

status conferral

a function of mass media coverage that increases the legitimacy of individuals/groups featured

search engine optimization (SEO)

showing highly ranked information first which boots legitimacy

black box fallacy

false notion that all media needs will be met with one device

technological convergence

bringing together formerly separate technical capabilities

cultural convergence

Jihad v.s McWorld, cultural hegemony at the same time as cultural borrowing and globalization

participatory culture

participating actively/transparently in public forums

economic convergence

overall number of companies is dwindling while organizations are diversifying services and catering to global markets

advertising

paid media space that aims to persuade audiences

cost per thousand (CPM)

calculates advertising value

advertising value equivalency (AVE)

a measure of effective public relations

search advertising

ads that appear at the top of search results when users search for certain keywords

marketing

the activity, set of institutions, and processes for creating/communicating offerings that have value for customers/clients

marketing mix

(4 P's) product, price, place, promotion

market skimming

consumer products are priced higher at first when customers are willing to pay premium for new/unique products, then priced lower to appeal to broader markets

publicity

a PR and marketing tool designed to draw media attention

third party credibility

if (first party) is trying to persuade a potential customer (second party) to buy your product, the independent reporting of a third party may help case

word-of-mouth promotion

any business action that earns a customer recommendation

integrated marketing communication

coordinating points of communication with publics/consumers, apply different tactics when marketing different things

content marketing

organizations develop media content to attract audiences/interact with publics

inbound marketing

content marketers work to draw people to them on their own accord, instead of pushing advertising on them

target audience

a carefully identified group of people who are chosen in strategy development for their propensity to buy a product/service/ideas

GDPR

(General Data Protection Regulation) an EU regulation to protect individuals' privacy by giving them more control over their personal data

participatory media

communication media where the audience can play an active role in collecting/reporting media content (social media)

relational maintenance strategies

positivity, openness, assurances, social networking, sharing tasks (POASS)

exchange relationships

customers buying a good/service, company earns sales revenue

communal relationships

both parties provide benefits to the other due to concern of the welfare of the other, even if get nothing in return

factors of good organization

control mutuality, trust, satisfaction, commitment

media relations

relationships with news media, heart of media relations

pitching

when PR people encourage the news media to cover stories involving their organizations, consider newsworthiness

media catching

reverses traditional flow of pitching from sources to reporters, instead PR people pitch stories that journalists can decline or explore

story placement

a measure of how important an editor considers a news story

B2C

business to consumer, a relationship between an organization and its publics, selling directly to consumers

B2B

business to business, relationships between businesspeople at different companies, platforms that businesses use to perform online transactions with each other

internal publics

employees/members of the organization

external publics

publics/audience that the company is trying to do business with

investor relations

a strategic management responsibility that integrates finance/communication/marketing/law to enable effective communication between a company & their financial publics

nonprofit organization

committed to an environmental/social benefit besides profit, relationships they maintain with their publics are centered on issues

four elements of nonprofit stewardship

reciprocity, responsibility, reporting, relationship nurturing

issue

any important topic/problem that is open for debate/discussion/advocacy

activist public

a group of people who organize in order to influence another public(s) through actions like education/compromise/persuasion/pressure

legislative relations

trying to influence legislation, relationships between an organization and the government entities that regulate

public affairs

dissemination of information to constituents (public info), or advocating for them

corporate social responsibility (CSR)

a company's commitment to allocate resources to benefit society/the environment

golden mean

an ethical principle that holds that the most ethical course of action lies between the extremes

formative research

research at the beginning of planning process, helps formulate campaign

summative research

an evaluation of campaign to measure effectiveness after the fact

situational analysis

a process that helps identify opportunities/challenges

SWOT analysis

(strengths, weaknesses, opportunities, threats) identifies key factors of plan

mission statement

an organization's steady, enduring purpose

vision statement

describes the desired end-state resulting from an organization's work

organizational culture

all of a company's beliefs/values/attitudes, how these influence employees

situational theory of publics

publics range from latent to aware to active based on their levels of involvement, problem recognition, and constraint recognition

net neutrality

internet service providers (ISPs) should allow all internet users equal access to content (no advantages or blocks)

latent publics

groups that can be defined as a public but don't recognize their own role

aware publics

groups that realize how/if they are affected by an organization

active publics

depends on the level of involvement of the group to define how actively they participate/are affected

demographics

a particular sector of the population (ages, location, etc.)

psychographics

divide population based on variables like personality type or preference

constraint recognition

occurs when people believe there is some obstacle standing in way, affects how/whether people take action

primary publics

those who receive communication directly, foremost target audience

secondary publics

hidden audiences, anyone who may be indirectly communicated with

tertiary publics

outside groups that may be affected/have influence on the situation

quantitative research

numbers/statistics on a company

surveys

questionnaires that gather data from respondents (percentages, correlations, etc.)

treatment group

receives experimental variable that researchers wish to study

control group

group that remains the same in order to be compared to the experimental group

content analysis

analyzing the content of communication, reveals themes of latent content

qualitative research

collecting/analyzing non-numerical data to understand concepts/ideas

interviews

asking open-ended questions that respondents can elaborate on to understand beliefs/motives

focus groups

group interviews that show how people form/express ideas in social settings

nonparticipant observation

the researcher does not interact with the people being observed

participant observation

researchers interact with those being observed, over long time spans

primary research

designing research/collecting own data for communication planning, tailor to own purposes

secondary research

re-use of research/data that has already been collected

reliability

how consistently a particular research technique can be applied and yield comparable results

validity

the accuracy of a measurement/observation in reflecting what the researcher intended to measure

utilitarianism

doing the greatest good for the greatest amount of people, an ethic of consequences

pop-up

temporary storefront/event/experience designed to gain attention by appearing quickly in an unusual place

planning in PR

the forethought about goals/objectives and the strategies/tactics for achieving them

proselytizing

getting public to encourage others to match their actions, beyond two-way communication

McGuire's Hierarchy of Outcomes

T.A.L.C.L.A.R.A.P

impressions

the measure of how many people were exposed to a message, metric of success of campaign

funnel

a customer's journey from exposure to purchase (eventual post-purchase loyalty & sharing)

tactical decision-making

daily communication without consideration of strategic objectives of an organization

strategic decision-making

PR tactics that are planned/implemented to help pursue goals

S.M.A.R.T objectives

specific, measurable, attainable, relevant, timely

outputs

completed tasks, assessment of tangible efforts

outcomes

the results of PR work, how successful campaign was