What is pro-innovation bias?

Tendency of change agents to believe benefits of innovation outweigh negs

What happened in the Miracle Rice case?

Crop yields-> reduced hunger, society unable to handle growth in population

What is the innovativeness-needs paradox?

Those who need innovation less likely to adopt, those who dont get it first

What attributes describe laggards

Little to no resources, traditional

What is situational theory?

not all stakeholders are equal, some more/less invested in org. success

What are the 4 parts of the PR process?

Define problem, planning/programming, take action/communicate, evaluation

What is the peripheral route in ELM?

People influenced by repetition, reputation, and reward

What are 3 aspects affecting stakeholders in situational theory?

Problem recognition, constraint recognition, level of involvement

What happens during innovation implementation stage?

person accepts innovation and makes behavioral changes to use it

dangerous, costly; win everything or lose everything

What attributes describe the late majority?

Skeptical, scarce resources, uncertain, usually cave to peer pressure

What is agenda setting theory?

Media can't tell you what to think, but what to think about

What are the 3 stages of a cirsis lifecycle?

Pre-crisis, crisis, post-crisis

Accusation -> denial -> force fact recheck -> cyclic

What impacts knowledge individuals have about an innovation

Selective exposure, selective attention, selective retention

Organization takes time to get facts together

Omnibus Doctrine of PR says that good PR comes from:

centralized com, relaying good/bad news as early as possible,, using multiple means of communication to reach publics

What happens during innovation persuasion stage?

Person interprets knowledge about innovation in order to make a decision

Example of partial trial of innovation

Test driving a car for a few days before purchase

What are 3 key aspects of crisis planning?

Have a plan, train your staff, pick a crisis leader

What influences a community's compatability with an innovation?

Values, field of exp., needs of adopters met, consistency w previous innov.

Characteristics of commercial marketing

Mid-to-high SES, more resources, lower expectation of results

What happened in the Lapps Reindeer Case?

Snowmobile innovation in Finland destroyed traditional reindeer herding

What attributes describe the early majority?

Deliberate, look at pros/cons, long decision-making period

What is an example of trial-by-peer?

A person seeing someone they trust using innovation and deciding to use it

What is systems theory?

Depend on stakeholder. Open-> changes in ext environment/Closed ->no change

What is Uses and Gratifications theory?

People use media for their own purposes (ex. entertainment, diversion, etc)

Two-way asymmetric model

Org uses social science research methods to persuade in 2-way info xchange

Steps in pre-crisis stage

Signal detection/Environmental scanning, prevention, preparation

What is a change agent

Usually govt worker attempting to get a community to adopt an innovation

What is the rate of adoption?

Relative speed at which innovation is adopted by members of a social system

Degree to which an audience is similar (ex. values and beliefs)

What are the 5 percieved attributes of innovation?

Relative advantage, compatability, complexity, trialability, observability

What attributes describe innovators?

Venturesome, cosmopolitan, risktaker technological knowledgeable, high SES

Steps in crisis stage

Recognition (truthful/ethical), containment, organization resumption

3 characteristics of a crisis

surprise, high threat to important values, short decision time

What was learned from the Saucio case study?

bell curve pattern of human innovation adoption across cultures/communities

What is a boundary spanner?

interprets what happens in community to Dom coalition +vice versa (asym)

What is the lesson from the Oral Rehydration Therapy innovation case?

Unintended consequences are difficult to plan for and manage

What is issues management?

Process allows org to know/learn/understand/interact w it's environment

Why is issue management important to PR practitioners?

Beneficial to 2-way PR, Helps with decision-making + PR programming

Characteristics of early knowers

Educated, higher SES, resources to handle risk, social media savy

What happens during innovation knowledge stage?

Person becomes aware of and gains facts about innovation

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Larson 346 Midterm Review

100 termsStudBud Administration17 plays

Com 246 midterm review

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Questions 100

Answers

1
What is pro-innovation bias?
Tendency of change agents to believe negs of innovation outweigh positives
Tendency of change agents to believe benefits of innovation outweigh negs
2
What happened in the Miracle Rice case?
Crop yields-> benefited only upper class, lower class negatively impacted
Crop yields-> reduced hunger, society unable to handle growth in population
Crop yields -> failed, led to increased hunger and destabilized food market
3
What is the innovativeness-needs paradox?
Those who don't need the innovation are the target market
Those who need innovation less likely to adopt, those who dont get it first
Innovations are made for communities that don't need them
4
What attributes describe laggards
Well educated, middle-age, childless
Deliberate, look at pros/cons, long decision-making period
Venturesome, cosmopolitan, risktaker technological knowledgeable, high SES
Little to no resources, traditional
5
What is situational theory?
Different systems interact using various communication methods
not all stakeholders are equal, some more/less invested in org. success
Systems will not co-mingle unless an outside force encourages communication
All stakeholders are equally invested in an organiation's success.
6
What are the 4 parts of the PR process?
Pre-com, com, mid-com, post-com
Define problem, preemptive action, communication, evaluation
Define problem, planning/programming, take action/communicate, evaluation
Research publics, strategize, take action, evaluate
7
What is the peripheral route in ELM?
People aren't interested in messages/no time to persue them
People are interested in info from outside sources about an organization
People influenced by repetition, reputation, and reward
People are interested in messages+have time to persue w open mind
8
What are 3 aspects affecting stakeholders in situational theory?
Wealth, education, social statusd
Geographic location, problem recognition, financial assets
Problem recognition, constraint recognition, level of involvement
Solution detection, self-control, org. involvement
9
What happens during innovation implementation stage?
organization impliments innovation mandate within
innovation is distributed throughout a community
person accepts innovation and makes behavioral changes to use it
community adopts use of innovation
10
Escalation game
dangerous, costly; split winnings
dangerous, costly; win everything or lose everything
lighthearted, compromise, negotiation
11
What attributes describe the late majority?
Knowledge, Persuasion, Decision, Implementation, Confirmation
Traditional, little to no resources
Skeptical, scarce resources, uncertain, usually cave to peer pressure
Deliberate, look at pros/cons, long decision-making period
12
What is agenda setting theory?
People influenced by repetition, reputation, and reward
Consumers want information directly from the parent organization
People are interested in info from outside sources about an organization
Media can't tell you what to think, but what to think about
13
What are the 3 stages of a cirsis lifecycle?
Pre-crisis, crisis, post-crisis
Early crisis, mid-crisis, post-crisis
14
Seach-and-pursuit
Accusation -> acceptance -> hide facts -> private investigator
Accusation --> acceptance -> force fact recheck -> cyclic
Accusation -> denial -> force fact recheck -> cyclic
Accusation -> denial -> hide facts -> private investigator
15
What impacts knowledge individuals have about an innovation
Selective exposure, selective attention, selective retention
Specific exposure, lower attention, selective retention
Limited exposure, increased attention, selective retention
Consistent exposure, higher attention, selective retention.
16
Strategic Silence
Saying nothing while knowing you're in the wrong
Organization ignores crisis situation internally and externally
Organization takes time to get facts together
Changing out the spokesperson
17
When you have low influence on a high impact issue, what strategy do you use?
Resource Prioritization
Building Alliances
Constant monitoring
Infrequent monitoring
18
Omnibus Doctrine of PR says that good PR comes from:
centralized com, relaying good/bad news as early as possible,
selevtively releasing information to keep good perception of org by publics
using multiple means of communication to reach publics
19
What happens during innovation persuasion stage?
Org uses enhanced persuasion tactics to get consumers to use innovation
Consumers persuade other consumers to use innovation
Person interprets knowledge about innovation in order to make a decision
Person adopts or rejects innovation
20
Example of partial trial of innovation
Someone uses an innovation after seeing someone else use it
Test driving a car for a few days before purchase
Allowing only those who can afford the innovation to try it
Leaking innovation information to the public
21
What is the never-ending PR process?
RACE
PEMDAS
PESO
TAPFAME
22
What are 3 key aspects of crisis planning?
Have a plan, train your staff, pick a crisis leader
Have social media post templates, emergency contact sheet, train staff
Research opposition, preemtive attack, always be aware of threats
23
What influences a community's compatability with an innovation?
Values, field of exp., needs of adopters met, consistency w previous innov.
Type of community, education,
Geographic location, financial ability, population
24
What is a pet rock an example of?
Duel
Fad
Two-way symmetrical communication
Game theory
25
Characteristics of commercial marketing
Low-to-mid SES, fewer resources, lower expectations of results
Low-to-mid SES, more resources, higher expextation of results
Mid-to-high SES, more resources, lower expectation of results
Low-to-high SES, fewer resources, higher expectation of results
26
What product had the fastest adoption rate?
ford cars
iPhone
Samsung TV
nintendo
27
What happened in the Lapps Reindeer Case?
Innovation for tracking reindeer led to increase in reindeer conservation
Reindeers learned how to ride snowmobiles
Snowmobile innovation in Finland destroyed traditional reindeer herding
28
Example of escalation game
Chernobyl
iLoo
P+G Rely Tampons
Ford Pinto
29
Game where you either win or lose everything
duel
non-zero sum
Zero sum
Strategic silence
30
What attributes describe the early majority?
Well educated, middle-age, childless
Relative advantage, compatibility, complexity, trialability, observability
Deliberate, look at pros/cons, long decision-making period
Innovators, Early Adopters, Early Majority, Late Majority, Laggards
31
What kind of communication are press releases?
Two-way asymmetrical
Two-way symmetrical
One way
Open-ended
32
What is an example of trial-by-peer?
A person seeing someone they trust using innovation and deciding to use it
Individuals agreeing to participate in a group test run
Communities deciding on what members will test new innovation
33
What is systems theory?
Organizations need backup systems of communication in case of a crisis
Depend on stakeholder. Open-> changes in ext environment/Closed ->no change
Different systems within an organization communicate differnetly
Systems within an organization tend not to co-interact; divisivism
34
When you have low influence on a high impact issue, what strategy do you use?
Infrequent monitoring
Constant monitoring
Resource Prioritization
Building Alliances
35
What is Uses and Gratifications theory?
Consumers want information directly from the parent organization
People use media for their own purposes (ex. entertainment, diversion, etc)
People influenced by repetition, reputation, and reward
People aren't interested in messages/no time to persue them
36
Two-way asymmetric model
Org seeks mutual understaning/influence with publics
Org + public both want to influence each other as much as possible
Org uses social science research methods to persuade in 2-way info xchange
Org puts out information to public but doesn't listen to feedback
37
Steps in pre-crisis stage
Signal detection/Environmental scanning, prevention, preparation
Preliminary leak, planning, preemptive response
Designate mgmt. team +spokesperson, list emerg. suppliers, propiertary info
Recognition, containment, organization resumption
38
What is a change agent
Usually govt worker attempting to get a community to adopt an innovation
Organizational worker enforcing internal communication change
Community member encouraging innovation
39
What is the rate of adoption?
Relative speed at which innovation is adopted by members of a social system
Speed at which organizations adopt crisis PR com strategies
How fast consumers take in content
40
What is homophily?
Degree to which an audience is different (ex. values and beliefs)
How many LGBTQ+ people are on the board
Degree to which an audience is similar (ex. values and beliefs)
spiritual education religious discourse
41
What are the 5 percieved attributes of innovation?
Research, Organization, Compatability, Response
Paid, earned, shared, owned, social
Relative advantage, compatability, complexity, trialability, observability
Knowlege, persuasion, decision, impleentation, confirmation
42
What attributes describe innovators?
Smooth, savy, wealthy, smart
Well educated, middle-age, childless
Venturesome, cosmopolitan, risktaker technological knowledgeable, high SES
Mid 20's, in college, rural, STEM oriented
43
Steps in crisis stage
Designate management team, designate a spokesperson
Recognition (truthful/ethical), containment, organization resumption
designate equipment and facilities, diagnose organizational vulnerabilities
create a list of emergency suppliers, determine proprietary information
44
3 characteristics of a crisis
surprise, high threat to important values, short decision time
surprise, threat to stakeholders and owners, short decision time
slow identification, low threat to important values, short decision time
45
What was learned from the Saucio case study?
bell curve pattern of human innovation adoption across cultures/communities
Farming innovations remain unpopular in communities
Farming innovations are highly popular and adoptable in communities
rate of change for farming innovations remains steady throughout time
46
What is a boundary spanner?
Sets limits to crisis communication
interprets what happens in community to Dom coalition +vice versa (asym)
Determines what the organization's PR limits are
Researches how far consumers will go for new products
47
What is the lesson from the Oral Rehydration Therapy innovation case?
Innovation hurts people without resources
Innovations must plan for every possible consequence
Innovation is wasted on uneducated people
Unintended consequences are difficult to plan for and manage
48
What is issues management?
Process allows org to know/learn/understand/interact w it's environment
Creating a comprehensive guide for navigating crisis for an organization
A tactic used to deal with sudden issues an org may face through attacking
49
Why is issue management important to PR practitioners?
Beneficial to 2-way PR
Helps organization know what not to do when a crisis arises
Helps with decision-making + PR programming
Allows practitioners to get ahead of any potential issue before it arises
50
Characteristics of early knowers
Less educated lower SES, resource to handle risk, social media savy
Educated, lower SES, fewer resources to handle risk, social media savy
Educated, higher SES, resources to handle risk, social media savy
Less educated, higher SES, resources to handle risk, not social media savy
51
What happens during innovation knowledge stage?
Person becomes aware of and gains facts about innovation
Organization researching for their innovation
Knowledge, attitude, and practice doesn't always add up (K+A not always =P)
Consumers reach out to org for innovation information
52
Purpose of PR in systems theory?
To keep track of changes of communication between internal systems
Help management adapt to environmental changes
Help orgs respond to envi. changes by monitoring social changes/opinions
To encourage communication b/t invididual systems within the organiation
53
Two-way symmetric model
Org + public both want to influence each other as much as possible
Org uses social science research methods to persuade in 2-way info xchange
Org puts out information to public but doesn't listen to feedback
org seeks mutual understanding/influence with publics; adjust to each other
54
What does RACE stand for?
Response, acceptance, creation, entertain
Research, Advertisement, Comprehension, expectations
Research, Action (planning), Communication, Evaluation
55
Duel
Shoot vs wait
Negotiation + compromise; two-way asymmetrical
Winner takes all
Negotiation + compromise; two-way symmetrical
56
What are social systems?
Publics
Internal heirarchy in PR department
Consumers on different social platforms
Social heirarchy among consumers
57
How does issues management work?
By having a crisis team ready to go whenever an issue arises in an org
By ignoring any issues that arise while the org is already in a crisis.
By detecting/analyzing issues + incorporating them into strategic plans
58
When you have low influence on a low impact issue, what strategy do you use?
Building Alliances
Constant monitoring
Resource Prioritization
Infrequent monitoring
59
What attributes describe early adopters?
Innovators, Early Adopters, Early Majority, Late Majority, Laggards
Deliberate, look at pros and cons, long decision-making period
Respected, localities, opinion leaders
Venturesome, cosmopolitan, able to take risks, technologicaly knowledgeable
60
What is behind people buying faux cell phones?
Strategic communication
Social status
Fad
Compatability
61
What are the 5 steps in the innovation-decision process?
Knowlege, persuasion, decision, impleentation, confirmation
Paid, earned, shared, owned, social
Relative advantage, compatability, complexity, trialability, observability
62
Who is the dominant coalition?
Consumer majority
Organization owners
Most vocal constituents
Organizational leadership (ex. CEOs and board members)
63
Selective Exposure
Tendency to look for info that supports our confirmation bias
Tendency to seek info that challenges our confirmation bias
64
What is formal environmental scanning?
Content analysis, surveys, focus group
Monitoring complaints, emails, and social media
65
What is informal environmental scanning?
Content analysis, surveys, focus group
Monitoring complaints/emails/social media, using media+ community contacts
66
What are the 5 adopter categories?
Paid, earned, social, owned, shared
Relative advantage, compatibility, complexity, trialability, observability
Innovators, Early Adopters, Early Majority, Late Majority, Laggards
Knowledge, Persuasion, Decision, Implementation, Confirmation
67
What is the Public Information Model of PR?
PR intent is for informing, rather than promotion or publicity
PR is maleable to fit an organizations needs (ex info, publicity, promo)
68
When you have high influence on high impact issue, what strategy do you use?
Constant monitoring
Building Alliances
Resource Prioritization
Infrequent monitoring
69
What is action assembly theory?
All behavior is logical to the person behaving
Communication channels must be actively maintained for success
There is a chain of command needed for action to be taken during a crises
70
Steps in post-crisis stage?
Signal detection / environmental scanning, prevention, crisis preparation
Reduce crisis lifecycle, prevent sales loss, limit lawsuits + rep damage
Prep for next crisis, ensure pos stakeholder attitude, debrief leaders
determine proprietary information, designate equipment and facilities
71
What are main objectives of crisis management?
Attack opponents, evasive maneuvers
Connect to publics first, reduce financial damage
Reduce crisis lifecycle, prevent sales losses, limit lawsuits
Limit reputation damage, save money, protect lives
72
What happens during innovation confirmation stage?
Information seeking to question decision and increase cognitive dissonance
Community agrees on use of innovation
Information seeking to reinforce decision and reduce cognitive dissonance
73
What are the 7 c's of communication
Creation/clarity/consensus/compatability/comprehension/connection/content
Context/channels/change/creation/clarity/content/constitution
Credibility/context/content/clarity/consistency/channels/capability
74
KAP gap: Knowledge, attitude, and practice doesn't always add up (K+A doesn't always = P)
True
False
75
What are the consequenses of innovation?
Innovations are only accessible to wealthy, innovation = costly
Enviro. changes from adoption/rejection, invention/diffusion=means to a end
Decreased social mobility for early adopters
76
Non-zero sum game
Negotiate +compromise; two-way symmetrical
Negotiate +compromise; two-way asymmetrical
Winner takes all
Point and shoot
77
What are goals of game theory?
Beat your opponent
Understand behavior from unreasonable actions/expose complex ethical issues
Understand behavior from reasonable actions
Understand why humans turn crises into games
78
What are some key aspects of early adopters?
less empathy, distrust for science, dogmatic, unfavorable to uncertianty
more empathy, belief in science, less dogmatic, favorable to uncertainty
less empathy, belief in science, less dogmatic, unfavorable to uncertianty
79
What must an innovation be in order to be successful?
Externally-oriented
Internally-oriented
Organization-oriented
Client-oriented
80
Example of Duel
iLoo
Chernobyl
Facebook whistleblower
81
What can prevent a crisis?
Hiring invetigators to watch opponents, watching trending topics
Environmental scanning, training team members, common sense
hiring top-notch lawyers, environmental scanning, crisis handbooks
82
What is a system?
Consumer groups targeted by organizations
Set of interacting units responding to envir. changes to achieve goals
A psychographical group within an organization (ie. beliefs/religon)
83
Looking at a behavior pattern and making a hypothesis based on the pattern
Inference
Theory
Evaluation
Assumption
84
What happens during the innovation decision stage?
Industry decides wether or not to adopt or reject an innovation
Person decides wether or not to adopt or rejct an innovation
PR sector decides wether or not to support innovation
Organization decides whether or not to follow through with innovation
85
What are two large groups of innovators?
Early adopters + laggards
Consumers + social marketing
Organizational leaders + PR professionals
Inventors + educators
86
Selective attention
Tendency to ignore info that contradicts our confirmation bias
Tendency to ignore information that confirms our confirmation bias
87
What is the first rule of PR?
Know your audience
Always be prepared
Wait before responding
Research everything
88
Selective retention
Tendency to retain information that supports our confirmation bias
Tendency to retain information that negates our confirmation bias
89
What is heterophily?
Having an equal amount of water in and outside the cell
Equal communication internally and externally
Degree to which an audience is different (ex. values and beliefs)
90
New Model of Two-Way Symmetry
pub/org on continuum and use 2w sym/2w asym; seek to influence each other
Org uses social science research methods to persuade in 2-way info xchange
Org seeks mutual understaning/influence with publics
Org puts out information to public but doesn't listen to feedback
91
What are examples of potential crises?
Natural Disasters
Reputation-threatening rumors
Financial losses
Lawsuits
92
What factors influence change agent success?
Community support, corporate support, engagement
Effort, Compatibility, Empathy
Compatability, Intelligence, Financial stability
Education, Empathy, Encouragement
93
What are the differences between adopter categories?
SES, education, communication behavior
SES, personality variables, communication behavior
Education, wealth, geographic location
Social status, career, personality variables
94
elements of diffusion campaign
Deliberate, look at pros/cons, long decision-making period
Knowlege, persuasion, decision, impleentation, confirmation
Negotiate +compromise; two-way asymmetrical
research, goal setting, segment publics, design/implement tactics, eval
95
What groups are change agents most associated with?
Most associated with innovators, less associated with laggards
Most associated with early adopters, less associated with innovators
Most associated with laggards, less associated with innovators
Most associated with innovators, less associated with early adopters
96
What is the central route in ELM?
People are influenced by reputation and repetition
People are interested in messages + have time to persue them w open mind
People aren't interested in messages/no time to persue them
Consumers want information directly from the parent organization
97
What are the two aspects of the elaborated likelihood model?
Problem recognition, constraint recognition
Involvement in org., financial contribution to org.
Central Route and Peripheral Route
98
Steps to create a crisis plan
Signal detection / environmental scanning, prevention, crisis preparation
Determine prop. info, designate equipt/facilities, diag org vulnerabilities
Recognition, (truthful, ethical) containment, and organization resumption
Designate mgmt team+spokesperson, int/ext contact sheet, emerg. suppliers
99
Example of search-and-pursuit
iLoo
Ford Pinto
Chernobyl
Taco Bell beef
100
What is the goal of game theory?
Gain lost ground against competitors
Eliminate opposition
Minimize organizational losses
To survive squid game

Larson 346 Midterm Review Flashcards | StudBud