Definitions
The purposeful use of communication by an organization to fulfill its mission.
What is strategic communication?
This specialization builds and maintains organizational relationships with governmental and community stakeholder groups and often works to influence public policy.
What is public affairs?
An organization with a formal structure, can be traded on the stock exchange.
What is a corporation?
Agent-based ethical stance that emphasize individual moral character, guided by one’s virtue and practical wisdom.
What is Virtue?
This protection identifies words, names, and symbols used by companies to identify and distinguish their goods and services from those of another.
What is a trademark?
A sociological and communications theory that examines how media consumption, particularly television, affects a person's perceptions of the real world.
What is cultivation theory?
Information by an outside source that is used by the media. This is an unpaid and uncontrolled form of communication.
What is publicity?
This activity builds and maintains relations with members of government, primarily to influence legislation and regulation.
What is lobbying?
An organization with a top-down management style, with a CEO or leader who establishes culture, goals, and strategies.
What is a tall system?
The ethical stance that emphasizes duties or rules and is based upon the principle, “What is morally right applies to everyone.”
What is the deontological perspective?
The name for written defamation, which wrongfully harms an individual’s reputation.
What is libel?
A communication model that suggests the media can have a powerful and direct influence on audiences and that individuals have same response to stimuli/media,
What is the hypodermic needle model?
The social process of forming, expressing, and adjusting ideas that affect collective behavior in situations.
What is public opinion?
Specialized part of corporate public relations that builds and maintains mutually beneficial relationships with shareholders and others in the financial community to maximize market value.
What is investor relations?
An organization that has few managers or supervisors, where lower level employees are given more freedom, and not much, if any, true hierarchy exists.
What is a wide or flat system?
The ethical stance that is largely values based as in Utilitarianism, that emphasizes consequences for actions, such as “The greatest good for the greatest number.”
What is the teleological perspective?
The theory that describes what people do when opinions in media discourage them from sharing their individual dissenting opinions.
What is the sprial of silence?
A social science theory of persuasion that studies how people perceive reality, and how media and other factors shape those perceptions.
What is framing theory?
The principles that guide behavior and decisions, and are often considered timeless and core to a business, such as concepts like fairness, justice, freedom, and equality.
What are values?
The specialized part of public relations in non-profit organizations that builds and maintains relationships with donors, volunteers, and members -- since they don’t have product to sell but must remain operational with support from others they rely upon their base.
What is development?
The sum total of shared values, symbols, meanings, beliefs, assumptions, and expectations that organize and integrate a group of people who work together.
What is organizational culture?
The ability to remove personal bias, preference, or experience from speech. It can help establish credibility as an impartial and unbiased subject matter expert.
What is objectivity?
The mental process of acquiring, storing, and using knowledge. It's a key part of understanding how people evaluate information, form beliefs, and make decisions, especially when influenced by persuasive messages.
What is cognitive processing?
The theory that suggests that the media can shape public opinion by determining what issues are given the most attention.
What is agenda setting?
A psychological learning technique that can be used in public relations to change attitudes and influence behavior.
What is classical conditioning?
Process of anticipating, identifying, evaluating, and responding to issues and trends -- ideally before a crisis occurs.
What is issues management?
An organization that has the goal to engage in negotiation, conflict resolution, and compromise in an organization’s operating procedures.
What is a symmetrical organization?
A psychological concept that can be used in strategic communication to motivate change in an audience, such as by creating a gap between the audience's current situation and their desired outcome.
What is cognitive dissonance?
Spoken defamation, which wrongfully harms an individual’s reputation.
What is slander?
The theory that says that the media influences key opinion leaders who in turn then influence certain groups of publics.