COM 480 Exam 1
Terms
undefined, object
copy deck
- six types of distortion in public relations
- hype, minimizing, overgeneralization, categorization, labeling, image transfer
- downplaying expectations for a program or project that may not be especially successful in its outcome
- lowballing
- used by governmental and corporate public relations practitioners to make their programs look good; actually consists of the one-sided use of facts or data to create a desired impression
- spin
- the use of hyperbole or magnification, blowing out of proportion of the attributes of a person, event, or product
- hype
- playing down the seriousness of a failure or the negative aspects of a product or other problems experienced by a client
- minimizing
- drawing sweeping conclusions based on one isolated case or example
- overgeneralization
- involves the portrayal of a person, event, or product as "good" or "bad" with no middle ground
- categorization
- when an individual or program is considered either a "winner" or "loser"
- labeling
- involves the deliberate shifting of image from one person, event, or product to another, but dissimilar, person, event, or product
- image transfer
- three main categories of research
- client, opportunities/problem, audience
- a situational assessment of the significance to the client or organization of each potential public
- prioritizing
- Four Key Questions to consider in targeting and prioritizing publics
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1.) Who is this public? (in terms of demographics, psychographics, etc.)
2.) Who is it important to us?
3.) How active or involved is this public, relative to our interests?
4.) Which publics are most important to us, in priority rank order? - six sources of non-quantitative research
- client records, published materials, interviews, feedback from client customers, talking with organized groups with an interest in the client, focus groups
- three most commonly used quantitative methods
- sample surveys, experiments, and content analysis
- sample survey
- the most frequently used quantitative research method; can be conducted by mail, telephone, in person
- examples of sample surveys
- mail questionnaires, telephone interviews, personal interviews
- the least expensive survey method
- mail questionnaires because of lower staffing requirements
- major problem with mail questionnaires
- low response rate
- most popular means of conducting surveys
- telephone interviews
- the first choice in conduct of sample surveys
- telephone interviewing
- an expensive and time consuming survey method, yet, the most accurate survey method; many people reluctant to agree to these because of the time and inconvenience involved
- personal interviews
- content analysis
- systematic procedure used in analyzing themes or trends in the message content of selected media; can be used to learn how the media are treating clients
- Quantitative research should be conducted only by _____________ ______ with good reputations in their field
- professional firms
- Four Steps in Programming
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1.) Stating a theme and the message to be communicated to the audiences
2.) Planning the action or special events sponsored by the client
3.) Planning the use of the media, either uncontrolled or controlled
4.) Effectively communicating the program - 2 Steps in Effective Communication:
- Two-Way Communication and Opinion Leaders
- opinion leaders
- identified by cataloging the leadership of all important groups in a given community or institution; can either be elected officials or simply respected individuals within groups or communities; practitioners should create a list of opinion-leader contacts
- 2 Categories of Internal Communications
- Member and Employee
- SWOT Analysis
- Strengths, Weaknesses, Opportunities, and Threats
- Output Objectives
- lower in the hierarchy, "put out" objective distribution of controlled and uncontrolled media
- 3 types of impact objectives
- Informational, Attitudinal, and Behavioral
- Integrated Marketing incorporates CC and DD... these are...
- customer-centric and data driven
- customer-centric
- finding out as much information as possible about target audiences because you will ultimately try to determine how to reach them
- integrated marketing communications...
- seeks to reach highly targeted audience through carefully done data-driven work to achieve objectives through using a selected series of online and offline channels
- IMC tends to lean more strongly towards these two impact objectives
- Attitudinal and Behavioral
- employee relations
- deals with employees, personell; communication is more sophisticated
- member relations
- individual chooses to be a member; more so relations to keep members informed
- 4 Key Principles in Effective Internal Comm.
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-Management of org. must have complete understanding and be fully supportive of what is going on
-good communication skills must be practiced
-sound meeting management skills
-responsibility principle - four factors in good communication skills
- listening, speaking, questioning, and ideas
- loaned exec.
- a company loans you out to another org. for a certain time period
- communications audit
- done if you see blockage/flow problems within an org., looks at published communications to see where a problem is coming from
- 3 Main Community Publics
- Media, Leaders, Organizations
- questions asked by client research
-
-level of credibility?
-past complaints?
-past/present community relations?
-strengths/weaknesses? - It is important to identify these three important pople in a campaign
- Movers/Shakers/Influencers
- activity related to community relations needs to be ________
- TRANSPARENT
- cross-pollenization of community leaders
- what board directors are part of other than your client?
- Client Research DOUBLE R
- Role and Reputation
- POPMoney Case
- CashEdge with Zer0 to 5ive provide a new service that allows users to transfer money P2P through their banks
- CAT Case
- CAT and Lamarsh and Associates implement major benefit changes during a time of record profits
- Millenium Park Case
- Millenium Park and Ruder Finn fight negative publicity that said funds were being misused by building community support in positive publicity with special events, sneak peaks at the park, and press conferences to keep public informed
- Got 2B Safe Case
- Put on by Honeywell Hometown Solutions, Peppercorn, and National Center for Missing and Exploited Children to promote an in-school program teachers could educate students with, including an award system for the best method of teaching the program
- Red Dress Heart Truth Campaign
- Ogilvy PR with the National Heart, Lung, and Blood Institute to raise awareness about Heart Disease in women