PR Exam 3

Audience Segmentation

· refers to the process of categorizing people into groups based on specific criteria.

Behavioral Segmentation

focuses on individuals' behaviors and actions, goes beyond psychographics, allowing us to consider how an audience has behaved or acted in relation to our client or brand

Demographic Segmentation

segmenting markets by age, gender, income, ethnic background, and family life cycle

Psychographic Segmentation

dividing a market into different segments based on social class, lifestyle, or personality characteristics

The situational theory of publics

theory that the activity of publics depends on their levels of involvement, problem recognition and constraint recognition

influencer

the buying center participant whose views influence other members of the buying center in making the final decision

creator

are a subset of influencers who create original content for brands in their own voices.

Relationship Management

· is a strategy that allows us to focus on our connections with audiences, especially on the strategic communications between our client organizations and their key publics.

exchange relationship

is one in which the parties involved have specific expectations of each other

communal relationship

allow both parties to benefit equally.

publics

· A group of people with a stake in an issue, organization or idea

Mendelow's Matrix

Tool for analyzing stakeholder power and interest.

Power

· how much influence or ability this group has to affect the orgz. success

Interest

how much this group currently cares about or is affected by the specific issue at hang

-controlling mutuality

-trust

-satisfaction

-commitment

Features of org --> public relationships

employee relations

the activity that involves establishing and maintaining the positive employee-employer relationships that contribute to satisfactory productivity, motivation, morale, and discipline, and to maintaining a positive, productive, and cohesive work environment

internal comm

o Employees are vocal about how much they like/dislike their jobs and the companies they work for to their families

o Want employee to reflect positive energy back on consumers

why should companies care about their employees?

the start

on job working conditions

rewards/recog.

termination

4 areas of employee experience

Government relations

management of relationships between an organization and government officials who formulate and execute public policy

lobbying

Engaging in activities aimed at influencing public officials, especially legislators, and the policies they enact.

Political Action Committees (PACs)

A committee set up by a corporation, labor union, or interest group that raises and spends campaign money from voluntary donations

represent business interests, labor unions, corporations, non-profit orgz, or other interest groups organized to elect presidential candidates

Corporate Social Responsibility (CSR)

a business's concern for society's welfare

community relations

the activities that a business uses to acquire or maintain the respect of the community

defense guarding

proactive

maintence

3 tactics of community relations:

Creative content

·       is a type of content that we compose through innovative approaches.

o   Refers to the development of original materials composed of relevant information, stories, and pieces that have not been produced previously.

o   Stories may focus on the client’s narratives, the client’s background and values, the personalities of those who work with the client, and other material.

content curation

is the search for relevant articles, resources, and materials that others (fans, customers, brands, media personalities, influencers, creators, etc.) have composed

content marketing

is the process of promoting our content to audiences

content amplification

If we see a piece of content that’s been shared within our networks, whether online or by email, and we then reshare that content, we are boosting the exposure and reach of that content, or engaging in….

content ideation

That great idea, or great ideation, allows us to see the big picture of our writing context and is the first step in strategizing how to bring our concept to life

content strategizing

·       When we devise a content strategy, we look at how and why we create and manage our materials as well as how to update them for future use.

content execution

Focuses on how and where we’ll deliver our materials to our audiences.

9 T’s

Flywheel Model

attract, engage, delight

a more comprehensive, unified way of representing the forces affecting your company's growth; idea of getting your customers to help you prospect (selling is a science)

short form content

Short snippets of information that are consumed quickly and effectively. Usually presented on social media and does not require the audience's sustained attention.

long form content

Expands a message in greater detail to showcase a brand's expertise, insights, and educational opportunities.

slow form content

Content that takes a long time to create but has a long shelf life. Moves at a slower pace than other types of content.

visual content

Images and other visual elements that help audiences consume content and understand messages.

pillar approach

· : Creating pieces of content for certain channels (the "pillars") that are then shared and repurposed for other platforms.

· Purpose: Allows brands to create consistent, on-brand content that is appropriate for different audiences and media channels.

content audit

An examination and evaluation of the existing content which a brand publishes.

A review of the type of content audiences want to receive and what an organization needs to create, curate, or update.

crisis

· a significant, disruptive event, often featuring a rapid onset, that either causes harm or has the potential to cause harm to an individual or organization

crisis communication

the practice of articulating key information in a time of uncertainty to key audiences utilizing different, appropriate message strategies.

reputation

the overall perception of how others feel about a person, organization, or business.

reputation management

the strategic communication process involved in overseeing all of these perceptions among all audiences based on an organization's specific attributes and characteristics.

pre-crisis stage

the most important of the three stages because it involves ongoing preparation for a potential crisis.

trigger event

crisis begins immediately after

· = usually the spark that causes outrage, uncertainty, and media attention for the client due to its involvement and responsibility.

Situational Crisis Communication Theory (SCCT)

focuses on addressing message strategies based on attribution of responsibility, which Coombs has proposed.

· The SCCT focuses on 10 different response strategies that are divided into four postures: the denial posture, the diminishment posture, the rebuilding posture, and the bolstering posture

denial posture

attack the accuser

denial

scapegoating

occurs when a person or organization attempts to avoid a crisis or even deny that one exists.

diminishment posture

excuse

justification

looks at how an organization may try to escape responsibility for its actions in a crisis.

rebuilding posture

compensation/corrective action

apology

the organization can admit its role in the crisis and apologize to the various audiences that were affected by it.

bolstering posture

reminder

ingratiation

victimage

which focuses on key messages that try to persuade audiences that the organization is a good company, that it was not to blame for the crisis and was targeted in some way

victim

accidental

preventable

types of crises