Test 4 APR 241
research
research is the controlled, objective and systematic gathering of information for the purpose of
describing and understanding
Formulative Research
research conducted at the beginning of the planning process, or during the implementation of a plan
Summative research
research conducted at the end of a campaign to determine the extent that objectives and goals were
met
Problem or opportunity statement
a concise written summary of the situation that explains the main reason for a public relations campaign
or program
SWOT anaylsis
Strength - advantages, capabilities, resources
Weaknesses - disadvantages, vulnerability, limitations
Opportunities - chances, development, benefits
Threats - Obstacles, external effects, risks
Strenght & weakness
internal
oppurntuies & threats
external
in house
when pr people are employed directly within and organization rather than working externally
mission statement
a formal statement of an organization steady, enduring purpose
vision statement
a declaration of an organization desired end-statement
latent publics
people who are affected by a problem or issue but don't realize it
aware publics
people who recognize that they are affected by a problem or issue in their environment
active publics
people who behave and communicate actively in response to a problem or issue
demographic
age, data describing objective characteristics of a population including age, level of income or highest
education degree obtained
psychographic
buying behavior, data describing psychological characteristics of a population including interest, attitudes
and behaviors
constraint recognition
when people detect a problem or situation in their environment but perceived obstacles that limit their
behavior to do anything about it
primary public
people most important to the sucess of a PR campaign
secondary publics
groups of people who are important to a public relations campaign or program because of their
relationship with primary publics
tertiary public
people who are indirectly influenced or affected by a PR campaign
Quantitative Research
research that results in numerical or statistical data and analysis
surveys, mail, phone, internet an
content analysis
a systematic method for analyzing recorded information
qualitative research
research that results in in depth description and understanding without relying on the use of numbers or
statistics to analyze findings
secondary research
collection, summary, analysis or application of previously reported research
formal research
research designed with clear rules and procedures for collection and analysis of information
informal research
research conducted without clear rules or procedures, which makes the findings difficult to replicate or
compare to other research or situations
Reliability
Consistency and precision of a particular research technique
Validity
accuracy of a measure in reflecting what the researcher intends to measure
Planning in PR
refers to the forethought about goals and objectives and the strategies and stats and tactics for achieving
them
Tuning In
exposure to messages
Attending
paying attention to ad not just noticing
Liking
interest in message
Comprehending
understanding the message
Learning
instructions within the message
Agreeing
agreeing to follow the message
Remembering
remember what they just learned and agreed to do
acting
behavior in response to message
Proselytizing
When members of publics advocate or promote to others the goals and objectives of a communication
strat-egy. Proselytizing is a key part of strategic campaigns going viral.
tactical decision making
daily management and communication without consideration of the strategic objectives, goals and
mission of a statement
strategic decision making
public relations tactics that are planned and implemented to help an organization pursue its mission and
goals
goals
conceptual, directional statement of what you plan to achieve
objectives
statements that indicate specific outputs or outcomes desired
objectives
S - Smart
M - Measurable
A - Attainable
R - Relevant
T - Time-bound
formula for writing an objective
target public, outcome, measurement, target date
outputs
tasks or work completed or attempted
outcomes
observable results of PR work
impacts
broadest, farthest reaching results of pr work
strategy
underlying logic that holds a plan together
tactics
specific actions taken and items produced in PR
evaluation
discuss the metrics you'll use to evaluate whether program plan objectives have been met
budget categories
staff time, administrative cost and supplies, media
media planning
Choosing media channels to achieve strategic communication goals and objectives. Media planning
drives advertising purchases.
reach and frequency
Percentage or number of people exposed to a message at least once via a specific communication chan-
nel during a defined period of time.
Programmtic media buying
automated media buying that is preprogrammed so that advertising purchases are completed when
certain criteria set by buyers and sellers are met. programmatic media buying commonly occurs via
computer-run real time auctions
contingency theory
suggests that the best course of action in any situation depends on the specifics of the situation
Pure advocacy vs pure accommodation
completing, pr vs compromise, apology and restitution
Issues Management
systematic process whereby organizations work to identify and resolve issues before they become crises
issue life cycle
1. early/potential - few people
2. emerging - people notice and express concerns
3. current/crisis - negative impact becomes public
4. dormant - org. has to face long term consequences
7 step process
monitoring, identification, prioritization, analysis, strategic planning, implementation, evaluation
Monitoring
what is being said about organization offline, on social media, or in traditional media
identification
describe issue and determine its significance
prioritzation
deciding which issues require resources and when
analysis
determine how issue might affect org and its publics
strategic planning
develop communication and relationship management strategies
implemntation
action and Communication
evaluation
assess the results
victim crises
when publics see the organization as a victim they assign minimal responsibility for the crises to the
organization
accident crises
accidents happen, industrial accidents, mechanical failures
preventable crises
caused by mismanagement, illegal activity, or unethical action
the worst type of crisis
boomerang effect
Unintended consequence of an apology or other attempt to create positive response results instead in a
negative response
bolstering
attempting to offset reputational damage to an organization during a crisis by emphasizing the good
work that the organization has done in the past
Ingratiation
a type of reinforcing crisis response strategy in which stakeholders are praised or thanked to win their
good favor
social media users
1. influencers 2. followers 3. inactives
total market approach
combines insights and considerations from diverse segments to deliver integrated, culturally nuanced
campaigns
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 communication
rather than being directly stated in the message
power distance
cultural dimension, cultures that value hierarchy and authority and those that value equal distribution of
power
Individualism and collectivism
difference between cultures that value loyalty to self and immediate family and those that value loyalty
to larger groups and society
Uncertainty avoidance
difference between cultures that are uncomfortable with ambiguity and those who are at ease with
ambiguity
masculinity-femininity
cultures that value completion, achievement, avoidance, and material success and those that value care,
collaboration and modesty
long term orientation
difference between cultures that value long held traditions and cultures that value entrepreneurship and
innovation
cultural intelligence
someone ability to interpret the cultural nuances of others communications even as an outsider
head (cognitive)
think about what you hope to achieve, learn from new experiences in other cultures, use experience to
inform future actions, plan ahead for future introductions to new people
body (physical)
eye contact, hand gestures
heart (emotional/motivational)
the more experience we have in intercultural interaction, the more confidence we build in our ability to
learn and adapt
benefits of international PR
increased scope of operations, more money in new markets, greater social and envoirmental impacts
risks on international PR
unintended consequences, miscommunication, faux pas
environmental variables
economy, digital devide, politics
public diplomacy
an important subset of international public relations that deals with communication designed to
promote national intrests
mediated public diplomacy
a nation 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 views on others
