PRPrinciplesTest1.txt

group that has common interests or values in a situation

has interest in an organization or issue that potentially involves the organization

individuals that members of the public turn to for advice

person or group who makes decisions for publics

editors or producers who decide which stories to include and which to reject

attempt to influence a person’s actions through an appeal to his self‐interest

average expressed behavioral inclination

beliefs about right and wrong that guide the way we think and act

a false communication that wrongfully injures the reputation of others

oral statement that is false

making a libelous statement while knowing the information was false

occasion where it is alright to use copyrighted works without the owners’ permission

protects names, designs, slogans and symbols associated with a product

protects names, designs, slogans and symbols associated with a service

• • Traditional and Non-traditional
• • Latent, aware and active
• • Intervening
• • Primary and secondary
• • Internal and external
• • Domestic and international

• • Employee
• • News media
• • Government
• • Investor
• • Consumer
• • Business

• 1. Change/neutralize hostile opinions
• 2. Crystallize latent opinions into favorable ones
• 3. Maintain favorable opinions

• 1. Audience analysis
• 2. Appeals to self‐interest
• 3. Audience participation
• 4. Suggestions for action
• 5. Source credibility
• 6. Clarity of message
• 7. Content and structure of message
• 8. Channels
• 9. Timing and context
• 10. Reinforcement

• Defamation
• Identification
• Publication
• Falsity (Damage?)
• Fault

• 1. Intrusion
• 2. False Light
• 3. Publication of Private Facts
• 4. Appropriation

protection of a creative work from unauthorized use

the 5 things a person must prove in order to claim libel

positive force for change to help improve quality of people’s lives

• Logos: appeal to reason
• Pathos: appeal to emotions
• Ethos: appeal based on personality or character

blending of the media made possible by digital technology

groups with ongoing, longterm relationships

groups that are unfamiliar with your organization

values have come in contact with the values of your organization, but members have not realized it

members are aware of intersection of their values and yours, but have not organized any response

recognizes the relationship and is working to manage that relationship in its own terms

helps you send a message to another public

can directly affect your organizations pursuit of its values-driven goals

ability to affect your organizations goals is minimal

inside your organization

outside your organization

within your own country

beyond your country’s borders

premise that organizations form relationships with publics to acquire the resources they need to fulfill their values

with the right message the general public will do anything

mass media influences opinion leaders, who in turn, influence society

opinion makers derive large amounts of information from mass media and share that information with people

individuals are seldom influenced by only one opinion leader but actually interact with different leaders

individuals adopt new ideas or products in five stages: awareness, interest, trial, evaluation and adoption.

real power to communicate with the public rests in the ability of receivers to pick and choose their channels of informa)on

• Physiological
• Safety
• Acceptance/Love
• Esteem/Self-Esteem
• Self-Actualization