1
Q
publics
A
groups of people with shared interests
2
Q
general publics
A
a non-specific term that can refer to everyone in the world
3
Q
organization
A
a group of people organized in pursuit of a mission
4
Q
NGO
A
a group of people often serving humanitarian functions
5
Q
public relations
A
management of communication between an organization and its publics
6
Q
issues management
A
systematic process whereby organizations work to identify and resolve issues before they become crises
7
Q
crisis communication
A
deals with undetected problems and sudden crises
8
Q
community relations
A
the efforts made by an organization to build strong relationships with members of the immediate community
9
Q
community consultation
A
when an organization seeks input from community members who may be impacted by any decisions or actions taken by that organization
10
Q
government relations
A
a specialized branch of PR that helps organizations form better relationships with governments
11
Q
crowdsource
A
to obtain information by enlisting the services of a number of people via the internet
12
Q
spin
A
disingenuous strategic communication involving skewed interpretation or presentation
13
Q
greenwashing
A
when an organization spends more resources claiming to be “green” than actually implementing environmental practices
14
Q
authenticity
A
the degree to which one communicates reliably and accurately
15
Q
transparency
A
deliberate attempt to make available all legally reasonable information
16
Q
listening
A
deliberately paying attention to and processing what others are communicating
17
Q
two way communication
A
when both parties send and receive information
18
Q
feedback
A
information returned from the environment in response to an organization’s action or communication
19
Q
proactive
A
a management style that is anticipatory, change-oriented, and self-initiated
20
Q
reactive
A
a management style that responds to problems as they arise
21
Q
management function
A
overall leadership and decision making
22
Q
conversational voice
A
an authentic, engaging and natural style of communication that publics perceive to be personable
23
Q
integrated communication
A
communicating with publics consistently across organizational functions
24
Q
distributed public relations
A
intentional practice of sharing pr responsibilities among a broad cross-section of an organization’s member or employees
25
dominant coalition
group of people with the greatest influence in determining how an organization operates
26
deontological ethics
focuses on the moral principles of duty and rules
27
press agentry model
model of pr in which communication is mostly one-way with little concern for accuracy
28
public information model
model of pr in which communication is mostly one-way, initiated by an organization to inform publics with truthful and accurate information
29
two-way asymmetrical model
model of pr in which communication is two-way but unbalanced
30
two-way symmetrical model
model of pr in which communication is mostly balanced, with the organization as likely to change its attitudes as its publics
31
news release
a statement of news produced and distributed on behalf of an organization to make information public
32
pseudo-event
an event organized primarily for the purpose of generating media coverage
33
status conferral
when media pays attention to individuals and groups and therefore enhance their authority
34
organic search engine
search engine results that are generated because of their relevance to the search terms, not because of paid placement
35
search engine optimization (SEO)
process of improving the position of a specific website in the search results of a search engine
36
advocacy
public promotion of a cause, idea or policy
37
propaganda
the spread of information used to promote or support a particular point of view
38
black box fallacy
false notion that predicts most human communication needs will eventually be satisfied with a single device
39
technical convergence
when information of various forms such as sound, text, images and data are digitized
40
cultural convergence
when various forms of culture are exchanged, combined, converted and adapted
41
cultural hegemony
the imposition of social, political, or economic ideals on subordinate groups in society
42
cultural appropriation
the act of taking or using things from a culture that is not your own
43
participatory culture
a culture in which private citizens and publics are as likely to produce as they are to consume
44
economic convergence
when various media organizations are merged
45
professional convergence
when various functions of professional communication are combined to improve strategy
46
advertising
media space purchased by sponsors to persuade audiences
47
cost per thousand (CPM)
a measure of advertising reach that represents the cost of an advertisement relative to the estimated size of the audience
48
advertising value equivalency (AVE)
a calculation of the value of news or editorial coverage based on the cost of the equivalent amount of advertising space or time
49
banner ads
advertisement on web pages designed to encourage users to click to reach an advertisers sight
50
pre-roll advertising
a commercial ad displayed as online video before the desired video is shown
51
click-through rate
percentage of users who view and ad on the web and click it to reach an advertisers site
52
search advertising
paid placement of advertising on search engine results page
53
analytics
researching online data to identify meaningful patterns
54
marketing
business of creating, promoting, delivering and selling products and services
55
market skimming
marketing strategy that starts with higher prices for early adopters of unique products and services and then lowers prices later to sell to a broader base of consumers when competitors enter the market
56
marketing mix
combination of product, price, place and promotion strategies
57
publicity
unpaid media coverage
58
third-party credibility
assumption that information delivered from an independent source is seen as more objective and believable than information from a source with a vested interest in persuasion
59
word-of-mouth promotion
passing of information and recommendations from person to person
60
integrated marketing communication
coordination of communication roles (marketing, advertising, pr) to achieve a consistent image
61
content marketing
development and sharing of media content to appeal to consumers
62
inbound marketing
marketing strategy that focuses on tactics for attracting customers with useful, entertaining or valuable information
63
brand journalism
using journalistic skills to produce news content
64
target audience
group of people strategically identified for their propensity to consume an organization's products, services or ideas
65
participatory media
media in which publics actively participate in producing and sharing content
66
relational maintenance strategies
mutually beneficial relationships between organizations and publics
67
exchange relationships
relationships in which each party gives benefits to the other with the expectation of receiving comparable benefits in return
68
communal relationships
relationships in which each party gives benefits to the other and a primary motivation for each is the other's benefit
69
pitching
when a PR person approaches a journalist or editor to suggest a story idea
70
newsworthiness
standard used to determine what is worth covering in news media
71
media catching
when journalists post queries online inviting PR people or others with relevant information to respond
72
story placement
the outcome of a successful pitch, when a story involving a PR practitioner's organization or client is covered in the news media
73
business to consumer (B2C)
the relationship between a business and the end users or consumers of its product or services
74
business to business (B2B)
the relationship between a business and other businesses
75
internal publics
groups of people with shared interests within an organization
76
external publics
groups of people with shared interests outside of an organization
77
investor relations
management of relationships between an organization and publics in the financial community
78
issues
an important topic or problem
79
lobbying
working to influence the decisions of government officials on matters or legislation
80
government relations
management of relationships between an organization and government officials
81
public affairs
management of policy-focused relationships between an organization, public officials and their constituents
82
corporate social responsibility (CSR)
companies' commitment of resources to benefit the welfare of their workforce, local communities and society
83
golden mean
ethical doctrine holding that the best courses of action are found between extremes
84
legislative relations
management of relationships between an organization and law-makers, staffers and others who influence legislation
85
formative research
research conducted at the beginning of the planning process or doing the implementation fo a plan
86
analytics
a field of data analysis used to describe, predict and improve how organizations communicate with publics
87
summative research
research donated at the end of a campaign or program to determine the extent that objectives and goals were met
88
situation analysis
a report analyzing the internal and external environment of an organization and its publics
89
problem or opportunity statement
a concise written summary of the situation that explains the main reason for PR programs or campaign
90
SWOT analysis
description and discussion of an organization's internal strengths, weaknesses, opportunities and threats
91
in house
when PR people are employed directly within an organization rather than working for an external agency
92
mission statement
a formal statement of an organization's steady, enduring purpose
93
vision
vivid description of the organization as it effectively carries out its mission
94
values
ideally the core priorities in the organization's culture
95
organizational culture
the unique character of an organization
96
primary publics
groups of people identified as most important to the success of a PR campaign or program
97
secondary publics
groups of people who are important to a PR campaign or program because of their relationship with primary publics
98
tertiary publics
groups of people who indirectly influence or are indirectly affected by a PR campaign or program
99
situational theory of publics
the theory that the activity of publics depend on their levels of involvement, problem recognition and constraint recognition
100
net neutrality
when data transmitted on the internet is treated equally by governments and service providers in ways that do not manipulate traffic to create a favourable business environment for some organizations or users over others
101
latent publics
people who are affected by a problem but don't realize it
102
problem recognition
when people detect a problem in their environment
103
aware publics
people who recognize that they are affected by a problem in their environment
104
active publics
people who behave and communicate actively in response to a problem
105
level of involvement
the degree to which people feel that a problem or issue affects them
106
demographics
data describing objective characteristics of a population
107
psychographics
data describing psychological characteristics of a population
108
constraint recognition
the recognition of obstacles that limit people from solving a problem
109
quantitative research
research that results in numerical or statistical data and analysis
110
treatment group
a group of subjects or people in an experiment that are exposed to a treatment
111
control group
a group of subjects in an experiment that are not exposed to a treatment
112
content analysis
a systematic method for analyzing recorded information
113
A/B testing
experiment in which one group of participants is randomly assigned to see one version of a message and another group is randomly assigned to see a second version. results are then compared to test the effectiveness of message variations
114
automated copy testing
using computer programs to automate the process of testing digital messages
115
qualitative research
research that results in in-depth description and understanding without relying on the use of number or statistics to analyze findings
116
non-participant observation
research method in which the researcher avoids interaction with the environment or those being observed
117
participant observation
research method in which the researcher deliberately interacts with the environment and those being observed
118
secondary research
collection, summary, analysis or application of previously reported research
119
informal research
research conducted without clear rules or procedures
120
formal research
research designed with clear rules and procedures
121
reliability
consistency and precision of a particular research technique
122
validity
accuracy of a particular research technique
123
utilitarianism
principle that the most ethical course of action is the one that maximizes good and minimizes harm for people
124
planning
forethought about goals and objectives and the strategies needed to achieve them
125
proselytizing
when members of publics advocate to others the goals and objectives of a communication strategy
126
impressions
a measure of the number of people exposed to a message
127
funnel
a model for tracking how people move from exposure and awareness to action
128
tactical decision-making
daily management and communication tactics implemented without consideration of the strategic objectives of the organization
129
strategic decision-making
communication decisions made with mindfulness of the objectives
130
tactics
specific actions taken and items produced in PR
131
objectives
statements that indicate specific outputs or outcomes desired
132
goals
a desired result for PR efforts
133
mission
overall reason an organization exists
134
strategy
underlying logic that holds a plan together
135
outputs
tasks or work attempted and completed
136
outcomes
observable results of PR work
137
impacts
the broadest results or PR efforts, often stated in terms of societal benefits
138
benchmarking
process of setting a point for comparison with eventual program results in order to observe change over time
139
unconferences
meetings or conferences organized by their participants for active peer-to-peer exchange of ideas and information
140
pro bono
PR work conducted as a public service without fee
141
billable rate
amount that an agency or firm charges clients per hour of an employee's time
142
overhead expenses
costs of running a business that are not directly related to the product or services delivered
143
media planning
choosing media channels to achieve strategic communication goals
144
reach
percentage or number of people exposed to a message at least once via a specific communication channel
145
frequency
the average number of times people in an audience are exposed to a particular message in a defined period of time
146
programmatic media buying
automated media buying when certain criteria set by buyers and sellers are met
147
consequentialism
results-based system of ethics that holds that the best ethical decision is the one leading to the best outcomes or impacts
cmn3144
flashcards
Decks in class (8)
# Cards
