What attributes describe early adopters?

Respected, localities, opinion leaders

What are 3 aspects affecting stakeholders in situational theory?

Problem recognition, constraint recognition, level of involvement

What is formal environmental scanning?

Content analysis, surveys, focus group

Organization takes time to get facts together

Steps in crisis stage

Recognition (truthful/ethical), containment, organization resumption

What is action assembly theory?

All behavior is logical to the person behaving

What is the rate of adoption?

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

What happens during innovation persuasion stage?

Person interprets knowledge about innovation in order to make a decision

What is the peripheral route in ELM?

People influenced by repetition, reputation, and reward

What happens during innovation implementation stage?

person accepts innovation and makes behavioral changes to use it

Set of interacting units responding to envir. changes to achieve goals

What are the 5 adopter categories?

Innovators, Early Adopters, Early Majority, Late Majority, Laggards

What is agenda setting theory?

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

Steps in post-crisis stage?

Prep for next crisis, ensure pos stakeholder attitude, debrief leaders

Purpose of PR in systems theory?

Help management adapt to environmental changes, Help orgs respond to envi. changes by monitoring social changes/opinions

What is systems theory?

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

New Model of Two-Way Symmetry

pub/org on continuum and use 2w sym/2w asym; seek to influence each other

Two-way symmetric model

org seeks mutual understanding/influence with publics; adjust to each other

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

Unintended consequences are difficult to plan for and manage

What is a change agent

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

What impacts knowledge individuals have about an innovation

Selective exposure, selective attention, selective retention

Tendency to retain information that supports our confirmation bias

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 are goals of game theory?

Understand behavior from unreasonable actions/expose complex ethical issues

What are the 7 c's of communication

Credibility/context/content/clarity/consistency/channels/capability

What happened in the Miracle Rice case?

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

Example of partial trial of innovation

Test driving a car for a few days before purchase

How does issues management work?

By detecting/analyzing issues + incorporating them into strategic plans

What are main objectives of crisis management?

Reduce crisis lifecycle, prevent sales losses, limit lawsuits, Limit reputation damage, save money, protect lives

What is the central route in ELM?

People are interested in messages + have time to persue them w open mind

What is a boundary spanner?

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

What influences a community's compatability with an innovation?

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

What attributes describe the late majority?

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

3 characteristics of a crisis

surprise, high threat to important values, short decision time

What happened in the Lapps Reindeer Case?

Snowmobile innovation in Finland destroyed traditional reindeer herding

What happens during innovation confirmation stage?

Information seeking to reinforce decision and reduce cognitive dissonance

What can prevent a crisis?

Environmental scanning, training team members, common sense

What attributes describe laggards

Little to no resources, traditional

What happens during innovation knowledge stage?

Person becomes aware of and gains facts about innovation

Tendency to look for info that supports our confirmation bias

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

Larson 346 Midterm Review Flashcards | StudBud