| Term | Definition |
|---|
| ethics audits | process of examination, evaluation and recommendations about ethics of company, answer basic questions |
| veil of ignorance | a strategy that asks decision makers to examine the situation objectively from all points of view. |
| transparency | doing buisness openly and honestly without hidden agendas |
| quantitative research | numbers, generalizing, a little about a lot, example- surveys. FORMAL RESERACH. accurate picture of reality, uses scientific methods |
| qualitative reserach | words, a lot about a little, example- focus groups. INFORMAL. describes some aspect of reality. useful but doesnt lead to conclusions |
| AVE | advertising value equivilancies- a calculation based on advertising rates and the amount of media coverage. ex how much it costs to get a mention on a show or mag. |
| ROI | return on investments, ex- sales jump up |
| client research | individual client, company or other organizations on whos behalf the praactitioner is working. geared twords discovering org. size, history, staffing requirements, market and consumers, budget, reputation and issues. also know mission statement and goals |
| stakeholder research | focuses on identifying the specific publics important to the success of the client. know the wide ranges of values, attitudes, needs, concerns, and predespositions |
| problem- opportunity research | what is our issue, and what stake, if any, does our organization have in this issue. develops background into on issue or topic, identify latest trends, and why should or should not act . HELPS THE ORG. DECIDE WHETHER AND HOW TO ACT. |
| evaluation research | procedures for determining the success of a public relations plan from the very beginning. identify evaluation standards |
| probability sampling | selecting a sample that is representative of the population or public being studied. everyone in the sampling frame (where the samples are taken from has an equal chance of being selected. ex-random sampling, every 5th person. |
| non-probability sampling | convenient but not very accurate. selecting a sizable sample without reguard to whether everyone in the public has an equal chance of being selected. time or cost restrictions, results cannot be consider accurate reflection of public. ex. on the street interviews (convenience sampling) |
| focus groups advantages | relatively inexpensive, immediate feedback, done in advance of survey research, raise certain issues, test clarity and fairness of survey questions |
| focus group disadvantages | cant be seen as representative of any particular public, must have trained moderator |
| issues management | process of predicting and managing future concerns. ex. pet food problems |
| contingency questions | Ex. do you like ice cream? If yes ask what type, if no move on to another question. dependent on another question, or continuing on another question |
| dichotomous questions | true- false, yes-no, 2 answers so force someone to choose if they are in the middle, but can shut down range of opinion. sometimes used to set up contingency questions |
| rating scale questions | measure range, degree or intensity of attitudes. ex strongly agree, agree, disagree, etc. |
| open-ended questions | dont deine a range of possible answers, fill in the blank. can provide detailed information but cant be tabulated as quickly |
| closed ended questions | response set is specifically defines- ex. predetermined menu of options. some may be left out, or some may overlap= disadvantages, but easier to tabulate |
| strategies | general descriptions of the kinds of actions (tactics) you'll implement to fulfill objectives. ex. "seek face to face opprotunities with hispanic artists" |
| pitch | persuasive message to a journalist, using a letter, email or call to describe an interesting sotry that may not be important or timely news. human interest/favorable to target publics. offer exclusive stories to outlets. good journalist relationships=key |
| controlled media | advertising, employee newsletters, speeches, podcasts, brochures, websites. control the words, images, how is sent and how often its repeated. used in special events. disadvantage= lack of credibility |
| uncontrolled media | newsmedia- tv, radio, bloggers, magazines. cant control what they say, and how many times they say it. third party endosements seem credible, costs less. disadvangae-uncontrolled |
| employee relations | at is best when they are well informed and motivated. if not, quality of an organization's relationships with other publics may not matter, the organization is in danger of collapse. face to face meetings, newsletters, bulletin boards, email, instant messaging, company picnics. |
| writing process- credibility | values of your own org., character, preparation, spelling and grammar, research |
| writing process- research | purpose/goal of writing, target public (who are the readers, listeners, etc), can you appeal to opinion leaders, demographic (age, education, sex), pshycographics, is the public friendly, hostile about the subject and or the organization, values and interests of public, what message should be sent, what info supports or what do they hope to learn |
| writing process- organization and writing | form and content- which channel, for eye or ear? inverted pyramid style, outline. |
| writing process- revision | take a 30 min break- then ask: what does this mean, cant this part be clearer, what does the reader gain from reading, does every sentence work towards the message |
| writing process- macroediting | big picture of the document: the meaning, the organization and the format. does it answer who, what, when and where? paragraph flow, fair, logical, good form? |
| writing process- micro editing | doing a sentence by sentence double check of accuracy, spelling, grammar, and style. move backwards through it. word for word |
| writing process- approvals | many levels of approvals needed, pain in the butt, supervisors, who to approve depends on the company |
| writing process- distribution | what channels- mailed, fax, website. check to make sure it actually made it |
| writing process- evaluation | ongoing throughout the process, but at the end, did it work? did anybody notice? did anyone use it? |
| presentations | be VERY familiar with presentation- fit you and your target public. research, plan it and be yourself, use visual aids and plan for trouble. when presenting, tell them exactly what you hope they gain from it, eye contact, be professional, have alternate plan to impress. consider them a tactic and close with a strong conclusion. then evaluate |
| parts of a press release | informative headline, keep to one page |
| search engine optimization | having key words in your press release so when people search for a word, your press release pops up. |
| what is a pain in the butt | revisions and approvals |
| cultural relativism | the belief that no culture or set of cultural ethics is superior to another |
| ethical imperialism | the belief that a particular set of ethics has no flexibility and no room for improvement |
| plans made before a crisis | crisis definitions, list of crisis managers (who will be incharge crisis manager when it happens, maybe legal council, financial, etc), stakeholder communication strategies (who should be contacted and how, prepared news releases. employees, the media, the public.), planned coordination, information sites, and employee training. |
| why is crisis ethically good? | societable threats- tangible threats (finance and property), and intangible like victims lives or public confisdence. moral outrage when crisis are preventable |
| categorical imperative | the idea that individuals out to make ethical decisions by imagining what would happen if a given course of action were to become a universal maxim, a clear principle designed to apply to everyone. |
Combine with other sets
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