PR 5
About this set
Created by:
kawaggoner91 on March 3, 2011
Log in to favorite or report as inappropriate.
Order by
36 terms
Terms | Definitions |
|---|---|
 PR | Occurs in a mutually beneficial environment in which an organization and its publics can flourish; focus on building and maintaining relationships. |
| Noise | Static, envelops communication and often inhibits it; physical and intangible forms. |
| Source | Where communication originates; 1st part of coorientation; credibility important and can be influences by reputation, context, and communication ability. |
| Message | Content of the communication; need knowledge of purpose and intended receiver. |
| Channel | Medium used to transmit a message to a receiver; key to choose best channel; needs to be relevant to the intended receiver. |
| Receiver | Person for whom the message is intended. |
| Feedback | Receiver's reaction as interpreted by the source; no communication without this. |
| Communication is like an... | electrical circuit |
| Magic Bullet Theory | Belief that the mass media has huge power over their audience. If sender develops right message, people can be influenced to do anything. Prevalent in 1930's with radio and fascism. |
| Two Step Theory | Mass media influence society's key opinion leaders who influence the opinions and actions of society itself. |
| N-Step Theory | Recognizes that different people are credible in different contexts. Stresses role of opinion leaders who vary from issue to issue. |
| Diffusion Theory | Power of media is not so much to motivate as it is to inform; people can influence their own peer groups as ideas are passed on through a diffusion process. |
| Agenda Setting Theory | Mass media tell people not what to think but what to think about; media set public agenda. Recognized current theory. Organizations can use PR to influence the media. |
| Uses and Gratifications | Power in communication is in the ability of receivers to pick and choose their channels of information; audience is a gate-keeper. |
| Two Way Process | Acknowledgment of the public's supremacy over the media. |
| Motivations | People act in self interest |
| Maslow's Hierarchy of Needs | Explains how people determine their self interests. Some needs are more important and are fulfilled first. |
| Physiological Needs | 1st on Maslow's Hierarchy; biological demands |
| Safety | 2nd on Maslow's Hierarchy; personal security and comfort |
| Acceptance | 3rd on Maslow's Hierarchy; love and belonging |
| Self Esteem | 4th on Maslow's Hierarchy; recognition and success |
| Self Actualization | 5th on Maslow's Hierarchy; achieving goals for the sake of achieving |
| Democracy | Type of government that desires consensus and public debate. |
| Public Opinion | Public Debate |
| Logos | Appeal to reason |
| Ethos | Appeal to character |
| Pathos | Appeal to emotion |
| Aristotle | Thought of logos, ethos, and pathos |
| Ethos | Most powerful tool for persuasion |
| Compliance | Persuasion is a tactic for gaining... |
| Belief | Basic building block; one's commitment to an idea based in personal experience. |
| Attitude | When a belief affects behavior; behavioral inclination. |
| Opinion | Attitude is strong and inspires sharing; an expressed behavioral inclination. |
| Public Opinion | Average expressed behavioral inclination; accounts for wide range of positions people have. |
| Evolution | Mass sentiment-Issue-Public-Debate-Public Opinion-Social Action-Social Values |
| Manipulation | Underhanded; cost to credibility |
First Time Here?
Welcome to Quizlet, a fun, free place to study. Try these flashcards, find others to study, or make your own.