Chapter 9 Flashcards

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Advertorials

Definition

Ads that are intentionally make to look like news articles as a way to catch readers’ attention. Readers may not always know the content is advertising.

Agitation propaganda

Definition

Also known as political propaganda, it is typified by revolutionary movements and efforts to make massive shifts in public opinion, and is frequently accompanied by force and control over the channels of communication so those channels speak as one authoritarian voice.

Asymmetrical model of public relations

Definition

PR activities that are unbalanced in the clients’ favor, with little expectation that the organizations and clients will change.

Caveat emptor

Definition

Latin for “let the buyer beware.”

Caveat venditor

Definition

Latin for “let the seller beware.”

Implied third-party credibility

Definition

An outside corporation or opinion that strongly agrees with the first party, usually in the form of PR.

Integration propaganda

Definition

Also known as sociological propaganda, it is typical of postrevolutionary societies that are making various efforts to stabilize public opinion via various instruments of mass communication.

Payola

Definition

The act of paying a media person to promote a product or idea. This has been a particular issue in the music industry, where music companies and others paid disc jockeys and music programmers to play specific songs.

Propaganda

Definition

Originates from the Latin propagare, meaning the attempt to influence behavior by affecting, through the use of mass media communications, the manner in which a mass audience ascribes meaning to the material world.

Social response-ability

Definition

All affected parties should have the motivation and capacity to respond and participate.

Transparency

Definition

To allow decision-making processes be available for others to see; to be open, frank, candid. It implies accountability.

Two-step flow

Definition

A communications model that says people are typically influenced by opinion leaders who are influenced by media. A person may be the opinion leader who has been influenced by media and other times be the opinion follower.

Two-way symmetrical model of public relations

Definition

Public Relations uses research to negotiate and manage conflicts among organizations and strategic publics. The goal is not to persuade, but to assist the public and organizations in being more responsive and responsible.

Video news releases (VNRs)

Definition

Public relations packages that look like traditional TV news stories and given to TV news outlets.

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Dr. Chris Roberts

Associate Professor