PUR3000 STUDY GUIDE DEFINITIONS Press Agent a person hired to handle your public relations athletes celebrities Publicity wanting people to know and support what your doing has to do with behavioral science Institutional advertising represents an entire industry not a single product Public affairs PR for politics Investor relations takes complex money information and makes it simple enough for national public to understand Development the fundamental part of PR that involves fundraising and donations Sputnick the catalyst for the age of technology First to press getting your story out first Boston massacre Staged PR event doing things for publicity Boston Tea Party Organizations for actions groups organizing to get things done PETA sons of liberty The Federalists Papers history s finest PR job The Muckrakers journalists who wrote about the wrongdoers in industry The publicity bureau first PR firm PR journal founded in early 1900s 1906 railroad strike 1914 Fuel and iron strike lead by Ivy Lee Declaration of principles papers that promised they would always inform the press of what s going on Handouts first used by Ivy Lee Four minute men created by George Creel Gallup and roper polls changed opinion polling Office of war information promoted our efforts in WWII FPRA oldest PR organization 1938 Spin Benign distinctive interpretation of an issue or action to sway public opinion Lethal confusing an issue or distorting it or even lying First corporate PR Department George Westing House Attitudes predisposition to respond to a given issue a certain way Behaviors change when attitude changes Greek sophist early lobbyists Systematic person who has carefully considered an argument Heuristic person who is skimming the surface Public a group of people who share a common interest in a specific subject Opinion expression of an attitude on a particular topic Denotated dictionary definition Conotated what it means in the context its delivered Sharpening words take on more less importance than they really have Noise anything other than the message itself Fidelity sound visual is as close to original as possible THEORIES Concentric Circle media tells us what to think about Influential Thinkers Great disciples Great disseminators Lesser disseminators Politically active Politically inert Diffusion of innovations explains how we introduce new things o Came about at standard and was not meant to have to do with PR o It was for rural societies o Diffusion of technology boos vs TV things become widespread at different rates o Everything goes through the same process Awareness Adoption Interest Evaluation Trial Reinforcement o Innovators early adaptors early majority late majority laggards o Diffusion curve is based on this and helps determine price Grunig s Four Models Combination of direction and intended effort Asymmetrical vs symmetrical Press Agentry Bernays method for publicity Public information Lee circulate factual information Two way asymmetrical allows an organization to put out its information and to receive feedback from its publics about information An organization would alter responses based on feedback to persuade publics to accepts its position Two way symmetrical preferred way of communicating advocates free and equal information flow between an organization and its public based on mutual understanding PR person is a mediator between organization and public o Organization sends a message to the mass media first then deliver the message to thte great Historical approach Two step flow theory Bullet theory borrowed from biology mass of readers for their response o This theory gives mass media too much credit Concentric circle theory o Developed by Elmo Roper o Ideas evolve gradually to the public o Great thinkers great disciples great disseminators lesser disseminators politically active politically inert People pick up and accept ideas from leaders o Overall study of how communication for direction and control is cybernetics Pat Jacksons 5 step process 1 Build awareness 2 Develop a latent readiness a People begin to form an opinion 3 Triggering event a An event that makes you want to change your behavior 4 Intermediate Behavior a When an individual is determining how to apply a behavior 5 Behavioral change a Adoption of new behavior SEMDR communications process Source o Knowledge o Delivery o Source that can deliver the message the best is going to be the one that s most influential o Empathy o Most empathetic source will be the most influential o Credibility o Do people believe you or not o Until 1970s looked at as a tangible source o Ted Clevager credibility exists only to the extent the audience thinks it exists o Would answer the same thing all the time Constructivism Knowledge is constructed not transmitted Concerned with the cognitive process that precedes the actual communication with in a situation rather than with the communication itself Important to have some knowledge of the receiver and his beliefs Coordinated management of meaning Based on social interaction When we communicate primarily through conversation we construct our own social realities of what is going on We coordinate our believes with others for mutual outcome Bem s self perception theory o People infer attitudes from external cues Heiders balance theory o Biological idea of cell anemia People cant exist in an imbalanced state DOES NOT ALWAYS WORK Festinger s cognitive dissonance theory o People seek out messages that agree with own attitudes and avoid messages that disagree with own attitudes o Selective exposure we only consume information to support what we believe already o Selective perception stumble upon info that counters what you already believe Take what friend says and twist it around to support what you believe o Selective retention forget about the information Need to feel safe before you can look for love and so on Maslows hierarchy of needs 1 Self actualization 2 Esteem 3 Love 4 Safety 5 Physical needs Agenda Setting o Media tells you what to think about Concentric circle Great thinkers Great disciples Great disseminators Lesser disseminators Politically active Politically inert Bullet Theory Origins in biology and psychology Hypodermic needle vaccination EX War of the Worlds Untestable o Rejected Individual Difference Theory Humans are all unique and have unique reactions Opposite of Bullet Theory Not always true Social Categories Theory o Identical reaction to vaccination o Media shoots magic
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