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Larson 346 Midterm Review
Example of partial trial of innovation
What is situational theory?
Larson 346 Midterm Review
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Com 246 midterm review
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1
What is situational theory?
Systems will not co-mingle unless an outside force encourages communication
Different systems interact using various communication methods
All stakeholders are equally invested in an organiation's success.
not all stakeholders are equal, some more/less invested in org. success
2
Example of partial trial of innovation
Leaking innovation information to the public
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
3
What is the goal of game theory?
Gain lost ground against competitors
Minimize organizational losses
To survive squid game
Eliminate opposition
4
Two-way asymmetric model
Org puts out information to public but doesn't listen to feedback
Org + public both want to influence each other as much as possible
Org seeks mutual understaning/influence with publics
Org uses social science research methods to persuade in 2-way info xchange
5
What was learned from the Saucio case study?
bell curve pattern of human innovation adoption across cultures/communities
Farming innovations remain unpopular in communities
rate of change for farming innovations remains steady throughout time
Farming innovations are highly popular and adoptable in communities
6
When you have high influence on high impact issue, what strategy do you use?
Building Alliances
Resource Prioritization
Infrequent monitoring
Constant monitoring
7
KAP gap: Knowledge, attitude, and practice doesn't always add up (K+A doesn't always = P)
False
True
8
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
9
Selective retention
Tendency to retain information that supports our confirmation bias
Tendency to retain information that negates our confirmation bias
10
When you have low influence on a high impact issue, what strategy do you use?
Resource Prioritization
Constant monitoring
Building Alliances
Infrequent monitoring
11
What are 3 aspects affecting stakeholders in situational theory?
Solution detection, self-control, org. involvement
Wealth, education, social statusd
Geographic location, problem recognition, financial assets
Problem recognition, constraint recognition, level of involvement
12
What is heterophily?
Equal communication internally and externally
Degree to which an audience is different (ex. values and beliefs)
Having an equal amount of water in and outside the cell
13
Steps in crisis stage
designate equipment and facilities, diagnose organizational vulnerabilities
Designate management team, designate a spokesperson
Recognition (truthful/ethical), containment, organization resumption
create a list of emergency suppliers, determine proprietary information
14
What are the two aspects of the elaborated likelihood model?
Central Route and Peripheral Route
Problem recognition, constraint recognition
Involvement in org., financial contribution to org.
15
What is systems theory?
Systems within an organization tend not to co-interact; divisivism
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
16
Example of escalation game
Chernobyl
iLoo
Ford Pinto
P+G Rely Tampons
17
What factors influence change agent success?
Education, Empathy, Encouragement
Effort, Compatibility, Empathy
Compatability, Intelligence, Financial stability
Community support, corporate support, engagement
18
Strategic Silence
Saying nothing while knowing you're in the wrong
Changing out the spokesperson
Organization ignores crisis situation internally and externally
Organization takes time to get facts together
19
What groups are change agents most associated with?
Most associated with early adopters, less associated with innovators
Most associated with innovators, less associated with early adopters
Most associated with laggards, less associated with innovators
Most associated with innovators, less associated with laggards
20
What are 3 key aspects of crisis planning?
Have a plan, train your staff, pick a crisis leader
Research opposition, preemtive attack, always be aware of threats
Have social media post templates, emergency contact sheet, train staff
21
What are examples of potential crises?
Lawsuits
Financial losses
Natural Disasters
Reputation-threatening rumors
22
What is a system?
Consumer groups targeted by organizations
A psychographical group within an organization (ie. beliefs/religon)
Set of interacting units responding to envir. changes to achieve goals
23
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
24
When you have low influence on a low impact issue, what strategy do you use?
Infrequent monitoring
Building Alliances
Resource Prioritization
Constant monitoring
25
What attributes describe laggards
Deliberate, look at pros/cons, long decision-making period
Well educated, middle-age, childless
Venturesome, cosmopolitan, risktaker technological knowledgeable, high SES
Little to no resources, traditional
26
Steps to create a crisis plan
Recognition, (truthful, ethical) containment, and organization resumption
Signal detection / environmental scanning, prevention, crisis preparation
Determine prop. info, designate equipt/facilities, diag org vulnerabilities
Designate mgmt team+spokesperson, int/ext contact sheet, emerg. suppliers
27
What are two large groups of innovators?
Inventors + educators
Consumers + social marketing
Organizational leaders + PR professionals
Early adopters + laggards
28
What are social systems?
Internal heirarchy in PR department
Publics
Consumers on different social platforms
Social heirarchy among consumers
29
What are the consequenses of innovation?
Enviro. changes from adoption/rejection, invention/diffusion=means to a end
Decreased social mobility for early adopters
Innovations are only accessible to wealthy, innovation = costly
30
What is formal environmental scanning?
Content analysis, surveys, focus group
Monitoring complaints, emails, and social media
31
Steps in pre-crisis stage
Preliminary leak, planning, preemptive response
Recognition, containment, organization resumption
Designate mgmt. team +spokesperson, list emerg. suppliers, propiertary info
Signal detection/Environmental scanning, prevention, preparation
32
What impacts knowledge individuals have about an innovation
Limited exposure, increased attention, selective retention
Specific exposure, lower attention, selective retention
Selective exposure, selective attention, selective retention
Consistent exposure, higher attention, selective retention.
33
What is a change agent
Usually govt worker attempting to get a community to adopt an innovation
Community member encouraging innovation
Organizational worker enforcing internal communication change
34
Purpose of PR in systems theory?
Help management adapt to environmental changes
To keep track of changes of communication between internal systems
To encourage communication b/t invididual systems within the organiation
Help orgs respond to envi. changes by monitoring social changes/opinions
35
When you have low influence on a high impact issue, what strategy do you use?
Constant monitoring
Infrequent monitoring
Resource Prioritization
Building Alliances
36
What is Uses and Gratifications theory?
People influenced by repetition, reputation, and reward
People use media for their own purposes (ex. entertainment, diversion, etc)
People aren't interested in messages/no time to persue them
Consumers want information directly from the parent organization
37
What is a boundary spanner?
Determines what the organization's PR limits are
Sets limits to crisis communication
Researches how far consumers will go for new products
interprets what happens in community to Dom coalition +vice versa (asym)
38
What is behind people buying faux cell phones?
Fad
Compatability
Strategic communication
Social status
39
Two-way symmetric model
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
Org + public both want to influence each other as much as possible
40
Looking at a behavior pattern and making a hypothesis based on the pattern
Theory
Inference
Assumption
Evaluation
41
What are the 5 steps in the innovation-decision process?
Relative advantage, compatability, complexity, trialability, observability
Paid, earned, shared, owned, social
Knowlege, persuasion, decision, impleentation, confirmation
42
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)
43
Selective Exposure
Tendency to look for info that supports our confirmation bias
Tendency to seek info that challenges our confirmation bias
44
What is pro-innovation bias?
Tendency of change agents to believe benefits of innovation outweigh negs
Tendency of change agents to believe negs of innovation outweigh positives
45
What is the lesson from the Oral Rehydration Therapy innovation case?
Innovation is wasted on uneducated people
Unintended consequences are difficult to plan for and manage
Innovations must plan for every possible consequence
Innovation hurts people without resources
46
What is informal environmental scanning?
Content analysis, surveys, focus group
Monitoring complaints/emails/social media, using media+ community contacts
47
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
selevtively releasing information to keep good perception of org by publics
48
What happens during innovation implementation stage?
organization impliments innovation mandate within
person accepts innovation and makes behavioral changes to use it
innovation is distributed throughout a community
community adopts use of innovation
49
What attributes describe the late majority?
Skeptical, scarce resources, uncertain, usually cave to peer pressure
Deliberate, look at pros/cons, long decision-making period
Knowledge, Persuasion, Decision, Implementation, Confirmation
Traditional, little to no resources
50
What are the differences between adopter categories?
Education, wealth, geographic location
Social status, career, personality variables
SES, education, communication behavior
SES, personality variables, communication behavior
51
What is an example of trial-by-peer?
Individuals agreeing to participate in a group test run
Communities deciding on what members will test new innovation
A person seeing someone they trust using innovation and deciding to use it
52
Example of search-and-pursuit
iLoo
Taco Bell beef
Ford Pinto
Chernobyl
53
What must an innovation be in order to be successful?
Internally-oriented
Externally-oriented
Organization-oriented
Client-oriented
54
Duel
Shoot vs wait
Winner takes all
Negotiation + compromise; two-way asymmetrical
Negotiation + compromise; two-way symmetrical
55
What is a pet rock an example of?
Fad
Game theory
Duel
Two-way symmetrical communication
56
What are the 5 adopter categories?
Innovators, Early Adopters, Early Majority, Late Majority, Laggards
Relative advantage, compatibility, complexity, trialability, observability
Paid, earned, social, owned, shared
Knowledge, Persuasion, Decision, Implementation, Confirmation
57
Game where you either win or lose everything
non-zero sum
duel
Zero sum
Strategic silence
58
What happens during innovation persuasion stage?
Person adopts or rejects innovation
Consumers persuade other consumers to use innovation
Person interprets knowledge about innovation in order to make a decision
Org uses enhanced persuasion tactics to get consumers to use innovation
59
Characteristics of early knowers
Educated, higher SES, resources to handle risk, social media savy
Less educated lower SES, resource to handle risk, social media savy
Educated, lower SES, fewer resources to handle risk, social media savy
Less educated, higher SES, resources to handle risk, not social media savy
60
What attributes describe early adopters?
Deliberate, look at pros and cons, long decision-making period
Venturesome, cosmopolitan, able to take risks, technologicaly knowledgeable
Respected, localities, opinion leaders
Innovators, Early Adopters, Early Majority, Late Majority, Laggards
61
What happens during innovation knowledge stage?
Knowledge, attitude, and practice doesn't always add up (K+A not always =P)
Consumers reach out to org for innovation information
Organization researching for their innovation
Person becomes aware of and gains facts about innovation
62
What are the 5 percieved attributes of innovation?
Paid, earned, shared, owned, social
Relative advantage, compatability, complexity, trialability, observability
Research, Organization, Compatability, Response
Knowlege, persuasion, decision, impleentation, confirmation
63
What is the never-ending PR process?
PESO
PEMDAS
RACE
TAPFAME
64
Steps in post-crisis stage?
Signal detection / environmental scanning, prevention, crisis preparation
determine proprietary information, designate equipment and facilities
Prep for next crisis, ensure pos stakeholder attitude, debrief leaders
Reduce crisis lifecycle, prevent sales loss, limit lawsuits + rep damage
65
What attributes describe the early majority?
Deliberate, look at pros/cons, long decision-making period
Relative advantage, compatibility, complexity, trialability, observability
Well educated, middle-age, childless
Innovators, Early Adopters, Early Majority, Late Majority, Laggards
66
Characteristics of commercial marketing
Low-to-mid SES, more resources, higher expextation of results
Mid-to-high SES, more resources, lower expectation of results
Low-to-mid SES, fewer resources, lower expectations of results
Low-to-high SES, fewer resources, higher expectation of results
67
What influences a community's compatability with an innovation?
Geographic location, financial ability, population
Values, field of exp., needs of adopters met, consistency w previous innov.
Type of community, education,
68
What are the 4 parts of the PR process?
Pre-com, com, mid-com, post-com
Define problem, preemptive action, communication, evaluation
Research publics, strategize, take action, evaluate
Define problem, planning/programming, take action/communicate, evaluation
69
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
70
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
71
What is agenda setting theory?
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
People influenced by repetition, reputation, and reward
72
What product had the fastest adoption rate?
Samsung TV
ford cars
iPhone
nintendo
73
Non-zero sum game
Winner takes all
Negotiate +compromise; two-way asymmetrical
Negotiate +compromise; two-way symmetrical
Point and shoot
74
What is homophily?
Degree to which an audience is different (ex. values and beliefs)
spiritual education religious discourse
How many LGBTQ+ people are on the board
Degree to which an audience is similar (ex. values and beliefs)
75
New Model of Two-Way Symmetry
Org puts out information to public but doesn't listen to feedback
pub/org on continuum and use 2w sym/2w asym; seek to influence each other
Org seeks mutual understaning/influence with publics
Org uses social science research methods to persuade in 2-way info xchange
76
What is the peripheral route in ELM?
People aren't interested in messages/no time to persue them
People are interested in messages+have time to persue w open mind
People are interested in info from outside sources about an organization
People influenced by repetition, reputation, and reward
77
elements of diffusion campaign
Knowlege, persuasion, decision, impleentation, confirmation
Negotiate +compromise; two-way asymmetrical
research, goal setting, segment publics, design/implement tactics, eval
Deliberate, look at pros/cons, long decision-making period
78
What is action assembly theory?
There is a chain of command needed for action to be taken during a crises
All behavior is logical to the person behaving
Communication channels must be actively maintained for success
79
Escalation game
dangerous, costly; split winnings
dangerous, costly; win everything or lose everything
lighthearted, compromise, negotiation
80
What happens during the innovation decision stage?
Industry decides wether or not to adopt or reject an innovation
PR sector decides wether or not to support innovation
Person decides wether or not to adopt or rejct an innovation
Organization decides whether or not to follow through with innovation
81
3 characteristics of a crisis
surprise, threat to stakeholders and owners, short decision time
surprise, high threat to important values, short decision time
slow identification, low threat to important values, short decision time
82
What kind of communication are press releases?
One way
Open-ended
Two-way asymmetrical
Two-way symmetrical
83
Selective attention
Tendency to ignore info that contradicts our confirmation bias
Tendency to ignore information that confirms our confirmation bias
84
Seach-and-pursuit
Accusation -> acceptance -> hide facts -> private investigator
Accusation -> denial -> hide facts -> private investigator
Accusation -> denial -> force fact recheck -> cyclic
Accusation --> acceptance -> force fact recheck -> cyclic
85
What is the innovativeness-needs paradox?
Those who need innovation less likely to adopt, those who dont get it first
Innovations are made for communities that don't need them
Those who don't need the innovation are the target market
86
Who is the dominant coalition?
Organizational leadership (ex. CEOs and board members)
Consumer majority
Organization owners
Most vocal constituents
87
What are the 3 stages of a cirsis lifecycle?
Early crisis, mid-crisis, post-crisis
Pre-crisis, crisis, post-crisis
88
What can prevent a crisis?
Environmental scanning, training team members, common sense
hiring top-notch lawyers, environmental scanning, crisis handbooks
Hiring invetigators to watch opponents, watching trending topics
89
What happens during innovation confirmation stage?
Information seeking to reinforce decision and reduce cognitive dissonance
Information seeking to question decision and increase cognitive dissonance
Community agrees on use of innovation
90
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
91
What are goals of game theory?
Understand why humans turn crises into games
Beat your opponent
Understand behavior from unreasonable actions/expose complex ethical issues
Understand behavior from reasonable actions
92
What is the first rule of PR?
Always be prepared
Research everything
Know your audience
Wait before responding
93
Why is issue management important to PR practitioners?
Allows practitioners to get ahead of any potential issue before it arises
Helps with decision-making + PR programming
Beneficial to 2-way PR
Helps organization know what not to do when a crisis arises
94
How does issues management work?
By ignoring any issues that arise while the org is already in a crisis.
By having a crisis team ready to go whenever an issue arises in an org
By detecting/analyzing issues + incorporating them into strategic plans
95
What is issues management?
A tactic used to deal with sudden issues an org may face through attacking
Process allows org to know/learn/understand/interact w it's environment
Creating a comprehensive guide for navigating crisis for an organization
96
What is the central route in ELM?
People aren't interested in messages/no time to persue them
Consumers want information directly from the parent organization
People are influenced by reputation and repetition
People are interested in messages + have time to persue them w open mind
97
Example of Duel
iLoo
Chernobyl
Facebook whistleblower
98
What are the 7 c's of communication
Context/channels/change/creation/clarity/content/constitution
Creation/clarity/consensus/compatability/comprehension/connection/content
Credibility/context/content/clarity/consistency/channels/capability
99
What are main objectives of crisis management?
Limit reputation damage, save money, protect lives
Reduce crisis lifecycle, prevent sales losses, limit lawsuits
Attack opponents, evasive maneuvers
Connect to publics first, reduce financial damage
100
What does RACE stand for?
Research, Advertisement, Comprehension, expectations
Research, Action (planning), Communication, Evaluation
Response, acceptance, creation, entertain
