Theories
Media messages can have a direct cognitive effect but not necessarily a behavioral effect. Repeated news reports about an issue can make it important to readers (transfer of issue salience from media agenda to public agenda). "I've been seeing news about this thing for weeks, so it must be important" (THEORY)
Agenda Setting Theory
A person or group with an interest in an organization or cause, someone affected by an organization, or someone who can affect an organization.
Stakeholder
A bar graph that shows the visual and linear direction of project tasks. Useful for tracking deadlines and monitoring a project's progress, and for planning/scheduling tasks and which team members are responsible.
Gantt Chart
Investigation or data you collect yourself, or you hire someone to do for you.
Primary Research
Activities designed to build sound relationships between an organization and its employees. A critical element in fostering positive opinions and behaviors of employees as ambassadors for the organization.
Employee Relations
Involves transfer of attributes describing a person, issue or topic from media to audience. Suggests how information is presented can significantly influence the perception and interpretation of that information. "I trust this politician, everything I've seen about them makes me think they're an honest, straight-talking politician"
Framing Theory
Paid Communications, information placed in a communication delivery vehicle by an identified sponsor that pays for time or space. A controlled method of delivering messages and gaining media placement.
Advertising
A privilege that insulates a reporter or publication against defamation: involves privacy, not copyright.
Fair Comment
A study of publications, print, online and broadcast reports, speeches, and letters to measure, codify, analyze and/or evaluate the coverage of an organization, its people and its activities. This form of research uses a rigorous, statistical methodology, but in many cases, it is less formally structured than other forms.
Content Analysis
An aspect of public relations responsible for fostering relationships with investor publics. Those include shareholders/stockholders, potential investors, financial analysts, the financial markets, and the Securities and Exchange Commission. Also known as investor relations or shareholder relations.
Financial Relations
Specifies "how public relations makes organizations more effective, how it is organized and managed when it contributes most to organizational effectiveness, the conditions in organizations and their environments that make organizations more effective, and how the monetary value of public relations can be determined." The theory includes the four classic models of public relations: press agentry/publicity, public information, two-way asymmetrical, and two-way symmetrical.
Excellence Theory
A product, service, or concept that is publicly distinguished from other products, services, or concepts. It can be easily communicated and usually marketed.
Brand
Gives planners a visual image of the problem by breaking it down into progressively smaller parts. Planners can identify the best solution to respond to the many parts of a problem.
Drill-down Technique
Gathers impressions and feelings about topics or probes understandings of issues without relying on statistical methods. Uses open-ended questions and free-response formats to dive deeply and explore the 'how' and 'why' behind respondents' beliefs. Results are descriptive and subjective, used to build in-dept understanding of issues.
Qualitative Research
An area of public relations with responsibilities for building relationships with constituent publics such as schools, charities, clubs, and activist interests of the neighborhoods or metropolitan area(s) where an organization operates. Involves dealing and communicating with citizens and groups within an organization's operating area.
Community Relations
Suggests that context influences relationships and publics are active or passive, that people are more likely to seek information related to a decision they are making than to reinforce their attitudes. Three
elements are involved in this process: (1) Problem recognition (awareness, interest), (2) Constraint recognition (what's required or
what motivates a person to act), (3) Level of involvement (importance). Some publics are active on several issues; others are active on
only one. Passive publics usually aren't interested in the issue, or it isn't important to them.
Situational Theory of Publics
Messages specifically designed to shape perceptions or motivate actions that an organization wants. The word was coined in the 17th century by the Roman Catholic Church and originally meant "writing to propagate the faith." The word took on negative connotations in the 20th century and is usually associated with lies, deceit and misinformation.
Propaganda
Measurable result of change in action, attitude, awareness, behavior, opinion, or support.
Methods of collecting information that don't necessarily follow the scientific method, usually subjective and exploratory. Findings cannot be projected to represent an entire population. May provide early warning signals for emerging issues and can be used to inform scientific research. Ex. Personal interviews, community forums, call-in phone lines.
Informal Research
PR practice of protecting and defending an individual, company, or organization facing a public challenge to its reputation. These challenges can involve legal, ethical or financial standing.
Crisis Communication
Suggests that organizations are more likely to give information than seek it, information flow is generally one way.
Organizational Theory of Public Relations
Specific elements of a strategy, tools for accomplishing a strategy. The activities and methods used at the operational level to implement a strategy and reach an objective.
Tactic
Specify changes in awareness, opinions, behavior, or support. Ex. increase downloads by 25% compared to average within six months of campaign start.
Outcome Objectives
Suggests that relationships between organizations and their key publics should be the focus of PR research. Suggests that PR is a management function that uses communication stratefically. (THIS IS A THEORY RELATED TO RESEARCH!)
Relationship Management Theory
Mutually beneficial associations between publicists/public relations professionals and journalists as a condition for reaching publics with messages of news or features of interest. The function includes both seeking publicity for an organization and responding to queries from journalists about the organization. Maintaining up-to-date lists of media contacts and a knowledge of media audience interests are critical to this practice.
Media Relations