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Strategic Planning for PR (Step 5)

Terms in this set (59)

Action strategy
category of proactive public relations that involves organizational performance, audience participation, special events, alliances, and coalitions, sponsorships, and strategic philanthropy
Activism
confrontational proactive public relations strategy focused mainly on persuasive communication and the advocacy model of public relations
Adaptation
willingness and ability of an organization to make changes necessary to create harmony between itself and key publics
Agenda-setting theory
theory that identifies the relationship between the media agenda and public agenda, observing that, by reporting an event or focusing on an issue, the media signal to audiences the importance of the event or issue
Alliance
informal, loosely structured and often small working relationship among organizations
Apologia
formal defense that offers a compelling case for an organization's opinions, positions or actions
Apology
vocal commiseration strategy in which an organization admits sorrow and accepts blame
Attack
offensive response strategy of claiming that an accusation of wrongdoing is an attempt to impugn the organization's reputation by an accuser who is negligent or malicious
Civil disobedience
type of activism that involves nonviolent, nonlegal activities, generally with a strong visual component
Coalition
formal, structured relationship among organizations
Communication strategy
part of an organization's inventory of proactive strategies focusing on publicity, newsworthy information and transparent communication
Concern
vocal commiseration strategy in which an organization expresses that it is not indifferent to a problem, without admitting guilt
Concession
diversionary response strategy by which an organization tries to rebuild its relationship with its publics by giving the public something it wants
Condolence
vocal commiseration strategy in which an organization expresses grief over someone's loss or misfortune, without admitting guilt
Corrective action
rectifying behavior strategy in which an organization takes steps to contain a problem, repair the damage and/or prevent its recurrence
Denial (blame shifting)
defensive response strategy in which an organization refuses to accept blame by claiming innocence or mistaken identity or by shifting blame
Disassociation
diversionary response strategy that attempts to distance an organization from wrongdoing associated with it
Embarrassment
offensive response strategy or trying to lessen an opponent's influence by using shame or humiliation
Excuse (accident)
defensive response strategy in which an organization tries to minimize its responsibility for harm or wrongdoing by citing provocation, lack of control, victimization or more association
Framing
manner in which the media provide a perspective or frame or reference that influences public discourse on a topic
Gatekeepers
media person (such as editor, producer or webmaster) who controls the flow of information in publications newscasts and so on
Image restoration
theory based on the presumption that, in the face of criticism, both people and organizations seek to maintain or rebuild a positive reputation
Ingratiation
diversionary response strategy in which an organization tries to charm its publics or gives them something of little significance to the organization in an attempt to turn the spotlight away from criticism
Investigation
rectifying behavior strategy in which an organization promises to examine a situation and then to act as the facts warrant
Justification
defensive response strategy in which an organization admits doing wrong but claims it was for good reason, citing good intention, context, idealaism or mitigation
Media agenda
topics the media report on
News
information that offers an audience a new idea or the latest development; information that involves action, adventure, change, conflict, consequence, contest, controversy, drama, effect, fame, importance, interest, personality, prominence, proximity
News peg
topic that media are already reporting on that also touches on an organization
Nonapology
an insincere or halfhearted apology
Performance
aspect of an organization's internal environment focusing on the quality of the goods and services provided by the organization, as well as the viability of the causes and ideas it espouses
Prebuttal
term linked to the notion of pre-emptive strike when bad news is inevitable, referring to the practice of an organization announcing its own bad news
Priming
manner in which the media set the stage to provide a context for public discourse on a topic
Proactive strategy
approach to organization strategy that enables an organization to launch a communication program under the conditions and according to the timeline that seems to best fit the organization's interests
Public agenda
topics the citizenry or media audiences are interested in
Publicity
aspect of communication strategy that involves the attention given by the news media to an organization
Publicity stunt
gimmick planned by an organization mainly to gain publicity, having little value beyond attention
Reactive strategy
approach to organizational strategy in which an organization responds to influences and opportunities from its environment
Regret
vocal commiseration strategy in which an organization admits sorrow and remorse for a situation, without directly admitting fault
Relabeling
diversionary response strategy that tries to distance an organization from criticism by offering an agreeable name to replace a negative label applied by others
Repentance
rectifying behavior in which an organization demonstrates a change of heart and change in action, signaling full atonement and becoming an advocate for a new way of thinking and acting
Response strategy
category of reactive public relations
Restitution
rectifying behavior strategy in which an organization makes amends by compensating victims or restoring a situation to its earlier condition
Salience
degree to which information is perceived as being applicable or useful to an audience
Shock
offensive response strategy of deliberately agitating the mind or emotions of publics through the use of surprise, disgust or other strong and unexpected stimulus
SiLoBaTi + UnFa
an acronym identifying the major elements of newsworthy information: significance, local, balance, timely, plus unusual and famous
Special event
category of interpersonal communication tactics centering on planned activities created by an organization for the purpose of interacting with its publics
Sponsorship
proactive strategy of offering or supporting programs oriented toward community relaitons
Staged activity (pseudo-event)
activity developed or orchestrated by an organization to provide an opportunity to gain attention and acceptance of key publics
Strategic ambiguity
refusal to be pinned down to a particular response, often by artfully dodging a question
Strategic inaction
public relations response strategy or making no statement and taking no overt action, allowing a situation to fade
Strategic news
information involving an organization that is of interest to both the news media and the key public
Strategic philanthropy
proactive strategy in which businesses fund or otherwise support community relations gestures with an eye toward employees and customers
Strategic silence (purdah)
by not responding to criticism an organization may be able to shorten the life span of a crisis situation
Street theater (guerrilla theater)
type of activism that focuses on dramatization in public places
Streisand effect
unintended consequence of creating further publicity for negative information in an attempt to censor it
Third-party endorsement
concept referring to the added credibility that comes with the endorsement of an outside and unbiased agent, such as a reporter or editor
Threat
offensive response strategy involving the promise of harm toward an accuser
Transparent communication
concept of proactive public relations strategy referring to open and observable activity by an organization that helps publics understand the organization and support its actions
Triggering event
activity that generates action among key publics
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