Sample Subject at Fachhochschulstudiengänge Der Wiener Wirtschaft | Flashcards & Summaries

Select your language

Suggested languages for you:
Log In Start studying!

Lernmaterialien für Sample Subject an der Fachhochschulstudiengänge der Wiener Wirtschaft

Greife auf kostenlose Karteikarten, Zusammenfassungen, Übungsaufgaben und Altklausuren für deinen Sample Subject Kurs an der Fachhochschulstudiengänge der Wiener Wirtschaft zu.

TESTE DEIN WISSEN

PR-Definition nach Edwards

Lösung anzeigen
TESTE DEIN WISSEN

Discipline which looks after reputation, with the aim of earning understanding and support and influencing public opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.

Lösung ausblenden
TESTE DEIN WISSEN

Determination (Bestimmung) Hypothesis

Lösung anzeigen
TESTE DEIN WISSEN

"Why is the diversity of topics in the media fairly small?"

studies -> 60% from input of PR!

PR material is seen as a prime factor in the journalistic workflow -> content of media strongly dependent on content provided by PR!

Lösung ausblenden
TESTE DEIN WISSEN

Tasks of PR

Lösung anzeigen
TESTE DEIN WISSEN

- Research

- corporate image and identity

- events

- internal communications

- social media

- responding to requests for information

- identifying main client groups

- writing news releases

Lösung ausblenden
TESTE DEIN WISSEN

Typology of Communication Channels

Lösung anzeigen
TESTE DEIN WISSEN

Owned, paid, earned media

Lösung ausblenden
TESTE DEIN WISSEN

Change in the PR profession

Lösung anzeigen
TESTE DEIN WISSEN

1) press agentry and publicity

2) communicating & initiating

3) reacting & responding

4) planning and prevention

5) status of professional development

Lösung ausblenden
TESTE DEIN WISSEN

What is propaganda?

Lösung anzeigen
TESTE DEIN WISSEN

Propaganda is language aimed at large masses; reflects, criticises and partially modifies the social structure ► Purpose: influence mass attitudes on controversial issues ► Means of communication owned or regulated by few  Communication is subject to conceptions of interest and sentiment current among them ► In more democratic social structures there is easier access to public media for every constituting group of society  Channels of communication reveal a broad variety of interest and sentiment

Lösung ausblenden
TESTE DEIN WISSEN

6 principles of persuasion (Cialdini)

Lösung anzeigen
TESTE DEIN WISSEN

1) Liking: People like those who like them.

2) Reciprocity: People repay in kind ("Tauschschuld").

3) Social Proof: People follow the lead of others, what is accepted by others.

4) Consistency: People fulfil written, public and voluntary commitments.

5) Authority: People defer to experts who provide shortcuts requiring specialized information.

6) Scarcity: People value what's scarce.


Lösung ausblenden
TESTE DEIN WISSEN

Persuasion

Lösung anzeigen
TESTE DEIN WISSEN

- Persuasion is an integral part of democratic society

- Freedom of speech used by every individual and organization to influence opinion, understanding, judgement and action


USES of persuasion:

1) change/neutralize hostile opinions

2) crystallize latent opinions and support positive attitudes

3) conserve favorable opinions


"Don't confuse me with the facts; my mind is already made up."

Lösung ausblenden
TESTE DEIN WISSEN

Factors in persuasive communication

Lösung anzeigen
TESTE DEIN WISSEN

- source credibility 

- appeal to self-interest

- clarity of message

- timing and context

- audience participation

- suggestion for actions

- content & structure of messages

Lösung ausblenden
TESTE DEIN WISSEN

Limits of persuasion

Lösung anzeigen
TESTE DEIN WISSEN

Lack of message penetration: Diffusion is not pervasive, message gets interpreted, key points are left out, context is changed 

Competing messages: Messages are filtered through a receiver's social structure, belief system, online filter bubbles 

Self-selection: People most wanted in the audience are often least likely to be there 

Self-perception: Context through which messages are interpreted; people will receive the same information differently based on their predispositions and already formulated opinions ("perception is reality")

Lösung ausblenden
TESTE DEIN WISSEN

Elements of a press release

Lösung anzeigen
TESTE DEIN WISSEN

- Focus

- what, where, when, who, how

- Headline & subheadline

- First paragraph contains most important information

- Formalities and style

- About the company & contact details

Lösung ausblenden
TESTE DEIN WISSEN

Key Elements of PR

Lösung anzeigen
TESTE DEIN WISSEN

RACE

- Research (analyse, understand, conceptualize)

- Action (program planning, timeframe, measures, budget)

- Communication (execution)

- Evaluation (post-work, comparison)

Lösung ausblenden
  • 4349 Karteikarten
  • 181 Studierende
  • 1 Lernmaterialien

Beispielhafte Karteikarten für deinen Sample Subject Kurs an der Fachhochschulstudiengänge der Wiener Wirtschaft - von Kommilitonen auf StudySmarter erstellt!

Q:

PR-Definition nach Edwards

A:

Discipline which looks after reputation, with the aim of earning understanding and support and influencing public opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.

Q:

Determination (Bestimmung) Hypothesis

A:

"Why is the diversity of topics in the media fairly small?"

studies -> 60% from input of PR!

PR material is seen as a prime factor in the journalistic workflow -> content of media strongly dependent on content provided by PR!

Q:

Tasks of PR

A:

- Research

- corporate image and identity

- events

- internal communications

- social media

- responding to requests for information

- identifying main client groups

- writing news releases

Q:

Typology of Communication Channels

A:

Owned, paid, earned media

Q:

Change in the PR profession

A:

1) press agentry and publicity

2) communicating & initiating

3) reacting & responding

4) planning and prevention

5) status of professional development

Mehr Karteikarten anzeigen
Q:

What is propaganda?

A:

Propaganda is language aimed at large masses; reflects, criticises and partially modifies the social structure ► Purpose: influence mass attitudes on controversial issues ► Means of communication owned or regulated by few  Communication is subject to conceptions of interest and sentiment current among them ► In more democratic social structures there is easier access to public media for every constituting group of society  Channels of communication reveal a broad variety of interest and sentiment

Q:

6 principles of persuasion (Cialdini)

A:

1) Liking: People like those who like them.

2) Reciprocity: People repay in kind ("Tauschschuld").

3) Social Proof: People follow the lead of others, what is accepted by others.

4) Consistency: People fulfil written, public and voluntary commitments.

5) Authority: People defer to experts who provide shortcuts requiring specialized information.

6) Scarcity: People value what's scarce.


Q:

Persuasion

A:

- Persuasion is an integral part of democratic society

- Freedom of speech used by every individual and organization to influence opinion, understanding, judgement and action


USES of persuasion:

1) change/neutralize hostile opinions

2) crystallize latent opinions and support positive attitudes

3) conserve favorable opinions


"Don't confuse me with the facts; my mind is already made up."

Q:

Factors in persuasive communication

A:

- source credibility 

- appeal to self-interest

- clarity of message

- timing and context

- audience participation

- suggestion for actions

- content & structure of messages

Q:

Limits of persuasion

A:

Lack of message penetration: Diffusion is not pervasive, message gets interpreted, key points are left out, context is changed 

Competing messages: Messages are filtered through a receiver's social structure, belief system, online filter bubbles 

Self-selection: People most wanted in the audience are often least likely to be there 

Self-perception: Context through which messages are interpreted; people will receive the same information differently based on their predispositions and already formulated opinions ("perception is reality")

Q:

Elements of a press release

A:

- Focus

- what, where, when, who, how

- Headline & subheadline

- First paragraph contains most important information

- Formalities and style

- About the company & contact details

Q:

Key Elements of PR

A:

RACE

- Research (analyse, understand, conceptualize)

- Action (program planning, timeframe, measures, budget)

- Communication (execution)

- Evaluation (post-work, comparison)

Sample Subject

Erstelle und finde Lernmaterialien auf StudySmarter.

Greife kostenlos auf tausende geteilte Karteikarten, Zusammenfassungen, Altklausuren und mehr zu.

Jetzt loslegen

Das sind die beliebtesten Sample Subject Kurse im gesamten StudySmarter Universum

My first subject

Universidad de Puerto Rico, Cayey

Zum Kurs
SAMPLEX

Our Lady of Fatima University

Zum Kurs
All subjects

Selkirk College

Zum Kurs

Die all-in-one Lernapp für Studierende

Greife auf Millionen geteilter Lernmaterialien der StudySmarter Community zu
Kostenlos anmelden Sample Subject
Erstelle Karteikarten und Zusammenfassungen mit den StudySmarter Tools
Kostenlos loslegen Sample Subject