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Flashcards in Public Relations Deck (15)
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1

Public relations is the use of information to influence _________ __________.

Public opinion

2

tasks

planned communication designed to influence significant publics ex: black rock and a pretty building

3

systems

systems for ongoing communications, not individual skills and tasks

4

systems operations

maintaining systematic two-way communication

5

3 major goals of public relations (on test)

maintain favorable opinion
create opinion where none exists
neaturalize hostile opinions

6

systems theory

gives us a way to think about relationships
ex; us and Kroger

7

situational theory

how and when er might expect key publics, rest of the environment, and new groups (new groups may pop out to help or challenge the organization)
ex: mothers against drunk driving

8

Action assembly theory (3)

peoples thinking can be explained by three constructs: structures, content, and process

9

Structures ( action assembly theory)

the form of our thought. everyone is unique and people build up a set of expectations

10

content (action assembly theory)

the specific characters, details, and plot twists with the basic structure

11

process (action assembly theory)

the operations we use to take in, transform, and store information

12

social exchanges theory

people want their costs low and rewards high

13

diffusion theory *

how people process and accept information through 5 stages: awareness, intereest, evaluation, trial, adoption
ex: cost co example

14

agenda setting theory

not every one will see, hear, or accept the news equally

15

Potential results of mismanagement of PR

damage to the organizations reputation
decline in stock prices
strained community relations