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40 Cards in this Set
- Front
- Back
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rhetoric definition
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art of persuasion
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3 kinds of persuasion
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ethos (ethics) (credible/believable)
logos (logic) (support w/ data, etc.) pathos (emotions) |
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goal of pr writers
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persuade and motivate
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how communication occurs
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organization > message > channels > receiver
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pros and cons of tv ads
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costly, hard to target, reach mass audiences effectively
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social media
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fast, cheap
reaches younger audiences pick a combo of media |
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magazines
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many different categories; niche markets
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newspapers
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mass media, lots of people reached
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radio
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mass media, lots of people reached
cheap |
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direct mail
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only as good as your mailing list
expensive |
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websites/emails
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target audience directly
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media gratification theory
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+people want to be entertained and informed
+if we can inform people in an entertaining way, we will be successful +we need to be aware that people are selective and choose what sort of media they want to use |
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survivors/sustainers
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roof over their head, food on the table (basics)
low income, poorly educated |
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achievers
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top tier, well-educated, sophisticated taste, open to new ideas
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belongers
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strong family ties, crave inclusion, lower to middle class, traditional
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cognitive dissonance theory
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people will not believe things that are against their predispositions
in order to change people's minds we must present new information |
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framing (an issue)
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+the information we choose to put into our message and what we choose to omit
+info that puts our client in good light +what info pertains to the issue +relevant, pertinent info that supports the message/client |
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5 steps of diffusion
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1) awareness
2) interest 3) trial 4) evaluation 5) adoption ***makes the greatest impact through the first 2 stages |
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Maslow's hierarchy of needs
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1) physiological
2) safety 3) social 4) ego 5) self-actualization |
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audience analysis
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active = aware of product, actively seek information about it
passive = little knowledge, low information, hard to motivate |
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source credibility
3 ways of getting it |
1) expertise
2) sincerity 3) charisma |
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element of transfer
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idea that a product/company is associated with the celebrity who is the spokesperson
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appeal to self-interest
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"what's in it for them?"
always emphasize benefits! |
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persuasion process
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1) presentation
2) attention 3) comprehension 4) yielding 5) retention 6) action |
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systems theory
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looking at the big picture
significance of quality relationships |
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theory of reasoned action
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intention to behave results from the person's attitudes toward the behavior and the social norms related to it
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social learning theory
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+people learn from their observation of others
+self-efficacy |
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elaboration likelihood
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audiences don't process all messages equally; some as more relevant and engaging than others
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cognitive dissonance
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balance theories attempt to explain how people deal with information that is conflicting for them
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uses and gratifications
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people are not passive consumers but active and selective
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different styles
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house
industry media personal |
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writing for credibility
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+detail
+readability +vocabulary: know how your audiences speak, language you understand, correct word, action and strong words +grammar |
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fundamentals of flow
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rhythm
transitions parallel structure |
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shotgun vs rifle approach
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shotgun = sent to hundreds of people/organizations
rifle = target audiences |
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aristotle's golden mean
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"meet in the middle"
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mill's principle of utility
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greatest good for the greatest # of people
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three-part action plan for responding to corporate malpractice
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1) restore trust in business
2) adobt ethical principles 3) pursue transparency and disclosure in operations |
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four ways of managing a global communication process
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1) ethnocentric = we're right position
2) polycentric = "they're right" 3) regiocentric = regional markets rather than political boundaries 4) geocentric = worldwide approach that ignores national boundaries |
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4 types of organizational cultures
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1) tough-guy, macho culture
2) work hard, play hard 3) process bureaucracies 4) "bet your company" |
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TARES
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Truthfullness
Authenticity Respect Equity Social Responsibility |
