Study Comm 637-Midterm 2 Flash Cards

 
Pile Management Card
Comm 637-Midterm 2

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guilt appeal
persuasion technique and type of negative appeal based on shame
humor appeal
persuasion technique and type of positive appeal based on comedy and amusement
Fear Appeals
-persuasion technique and type of negative appeal based on anxiety and worry
Defamation
– legal situation where language is (1) false, (2) published or communicated to a third party (3) identifies a person (4) holds that person to a public hatred (5) involves some measure of negligence/malice on the part of the communicator
4 Elements of Diversionary Response
-concession- rebuilding relationship w/ publics by giving them something they want
-ingratiation- charming publics in order to turn the spotlight away from accusations and criticisms
-disassociation- distancing an org. from the wrongdoing associated w/ it.
-relabeling-
balance theory
– theory; unbalanced mental stances create tension and force an individual to restore balance
Accident
-excuse; org. blames problem on factors beyond control
Dialogue Model
–Model; the deeply conscious interaction of two parties in communication; involves a sincere and competent attempt at mutual understanding.
SoLiBaTi + UnFa
- news is "significant" information relevant to the "local area", presented with "balance" and objectivity and in a "timely manner."
- the value of news is magnified by "unusualness" and "fame."
selective exposure theory
- theory; seeking out info that supports a currently held attitude while avoiding info that does not support it
Rectifying Behavior
investigation, corrective action, restitution, repentance
What is true about Frequency of Tactics?
-Repetition increases awareness and leads to greater acceptance
agenda-setting theory
-theory; says the news media are not powerful enough to make audiences react in a certain way. But they raise issues that they and audiences consider to be newsworthy.
Persuasion Model
– model; attempts to influence people, using ethical means to enhance a democratic society.
cognitive dissonance theory
- theory that explores the role of psychological discomfort rooted in info that contradicts beliefs, values or attitudes
Organizational Media Tactics
-Tactics
–Message published or produced by the org, which controls message content distribution, timing, etc.
-use when your publics are too widespread or too large to interact w/ on a more personal level
Information Model
-Model; focuses on the content and channels of communication
Hawthorne Effect
-– electric power company trying to find how the intensity of lighting affected productivity of factory workers…workers increased productivity in both high lighting and low lighting because they knew they were being watched…
Flighting
the presentation of messages in waves, with periods of intense communication interspersed with dark periods of communication inactivity.
True
True or False
Most radio stations need only about a week's lead time for routine information to be covered.
False
True or False
Typically, "late night" day-parts for radio and television are the same time, roughly 11:30 p.m. to 1 a.m.
False
True or False
According to a Harris Poll, most college seniors rated Internet news as their least likely source for information.
True
True or False
Whereas interpersonal tactics and organizational media generally involve information-seeking publics, the news media more often carry the organization's message to people who are not actively seeking it.
False
True or False?
"Bleed ads and center spreads are common terms for television ads dealing with health-related organizations."
Interpersonal Communication Tactics
-offers face-to-face opportunities for personal involvement and interaction
-personal involvement (plant tour, open house, test drive, etc)
-info exchange (convention, trade show, town meeting)
-special events (fair, festival, sporting event)
libel
-written or broadcast defamation
slander
-spoken defamation
How to Use Fog Index
-select a 100 word passage
-count number of sentences
-determine avg. sentence length (100/# sentences in passage)
-count # of large words in passage
-add avg. sentence length to number of large words and multiply by 0.4
Fog Index
- helps writers measure the level of reading difficulty for any piece of writing and then adjust the writing according to the skills of their audience.
Virtue Appeals
- appeals that evoke any of the various values that society or individuals hold in esteem
Policy Proposition
-proposition; identifies a new course of action and encourages its adoption (ex: changing the drinking age)
Value Proposition
-proposition; identifies the virtue of something (ex: the merits of health care reform)
Conjecture Proposition
-proposition; something probably exists based on reasoned conclusion drawn from physical evidence
Factual Proposition
-proposition; something exists based on provable evidence
Lack of Control
-excuse; the org. reports that its actions were forced upon it
halo-effect
- phenomenon in which a message is likely to be believed mainly because the source is perceived as credible, charismatic and/or in a position of control over an audience
Control
– command over an audience and on the perceived willingness to exercise that control
(power, authority, scrutiny)
Charisma
– magnetic appeal or personal charm that some message sources enjoy over an audience
(likability, similarity, attractiveness)
Credibility
-the power to inspire belief
(expertise, status, competence,honesty)
3 C's of Effective Communication
1) Credibility
2)Charisma
3)Control
consensus building
– process of dialogue that identifies and then prevents or overcomes barriers between people and orgs.
inoculation theory
- theory that explores the role that persuasive info has on previously unchallenged beliefs and attitudes
Association
-excuse; the org. claims to have inherited the problem
Victimization
-excuse; the org. was a target of criminals
Provocation
excuse; saying the org. had no choice
Deliberate Inaction
– strategic silence, purdah (screen used in social isolation of women) strategic ambiguity
Defensive Response
org. reacts less aggressively to criticism (denial, excuse)
Vocal Commiseration
– org. expresses empathy and understanding about the misfortune suffered by its publics. (concern, condolence, apology, nonapology)
Diversionary Response
– attempt to shift gaze of publics from the problem associated with the org.
Offensive Response Strategies
-attack- claim that an accusation of wrongdoing is an attempt to impugn the org’s. reputation
-embarassment-
-shock- deliberate agitation of the mind or emotions
-threat- promise of harm to an accuser
Pre-emptive Action
– action taken before the opposition launches its first charge against the org.
10 Ways Orgs. Can Generate News
•Give an award show to draw attention to values and issues
•Hold a contest to involve others in your values and issues
•Select personnel to head a new program or begin a new project
•Comment on a local need or problem
•Conduct research and issue a report about a local need or problem
•Launch a campaign to accomplish something
•Give a speech to a significant audience and tell the media about it
•Involve a celebrity to visit and/or address your org. on a topic of concern to you
•Tie into an issue already high on the public or media agenda or link your org. to the topic news of the day
•Localize a general report
coalitions
formal, structured relationship among organizations.
alliances
informal, loosely structured and often small working relationship among organizations.
transparent communication
– concept of proactive public relations strategy referring to open and observable activity by an org. that helps publics understand the org. and support its actions.
publicity stunt
gimmick planned by an org. mainly to gain publicity, having little value beyond attention.
triggering events
activities that generate action among key publics.
salience
degree to which info is perceived as being applicable or useful to an audience
Adaptation
-the willingness and ability of an org. to make changes necessary to create harmony between itself and its key publics.
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