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| the planned and organized effort of a company, insititution, or government to establish and build relationships with the publics of other nations |
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| various groups who are affectd by, or who can effect, the operations of a particular firm, institution, or government |
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| High-context communication society |
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| the spoken word is often implicit and based on the envirnomental context and the relationship rather than on explicit, categorical statements (Asian and Arab nations) |
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| Low-context communication society |
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| great emphasis is placed on exact words, and the receiver is expected to derive most of the meaning from the written or verbalized statements, not from nonverbal behavior clues (US and Europe) |
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| how tolerant a society is about unequally distributed decision-making power; ie management makes all decisions high acceptance=mexi and france, low acceptance=usa and austria |
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| pits loyalty to oneÕs self against loyalty to larger group; us, candada and european countries |
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| group is more important than self; asia and latin america |
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| contrasts competitiveness (traditionally masculine) against compassion and nurturing (traditionally feminine) |
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| us, germany, japan; favor competition |
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| sweden and spain; favor compassion and nuturing |
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| measures how well a society tolerates ambiguity; tolerate= great britan and us; problems w/ unceraintity=germany |
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| Longterm/shortterm orientation |
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| measures a societyÕs willinginess to consider the traditons of the past and carry them into the future |
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| Long-term oriented countries |
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| chine and other east asian nations |
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| Short-term oriented countries |
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| the us government is the major disseminator of information around the world; an open communication process primarily intended to present American society in all its complexity so citizens of other nations can understand the context of U.S. actions and policies |
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| consists of people with a common interest, in either buisiness or social life; puropse is mutual help and self-improvement, use strength of their common bond to improve community welfare, endorse legislation, and support socially valuable causes |
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| usually based in washington, corporation as a whole is a member, ex. National soft drink association |
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| Professional associations |
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| place major emphasis on setting standards for professional performance, establishing codes of ethics, determining requirements for admission to the field and encouraging members to upgrade skills through continuing education |
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| an association of businessperson, often joined by professions, who work to improve their cityÕs commercial climate and to publicize its attractions |
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| any group that seeks to influence government policy but not to govern |
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| include social service, health, cultural, philanthropic, and religious groups servin the public in their various ways; require active, creative public relations programs |
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| emphasis is placed on substantial gifts from corporations and individuals 90% of the total amount raised will come from only 10% of the contributers |
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| public relations, alumni and development leaders |
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| council for advancement and support of education; building public understand, steppng up the level of alumni involvement and support, strengthening communication with internal and external audiences, improving government relations, and increasing private financial support, principle public affairs arm for education |
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| revise the National Labor Relations Act to form unions by signing cards authorizing union representation; harsher penalties for employers who violate employee rights seeking to unionize; institute new mediation and arbitration processes for first-contract disputes |
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| includes background of the organization, current status of organizationÕs services, need for organizationÕs services, sources of current funding, administration of the organization, tax status, commuity support, current needs of organization, benefits to community from new or expanded program, request for specfic amount of funds |
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| used in entertainment pr, steady output of info when a show or movie is being shot |
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| Phases of travel promotion |
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| 1. Stimulating the publicÕs desire to visit a place, 2. Aranging for the travelers to reach it, 3. Making sure that visitors are comfortable, well treated, and entertained when they get there |
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| travel writers and or travel salespeople are invited to a resort, theme park, or other destination for an inspection visit |
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| of all the messges people are exposed to, they only pay attent tio a few and those are ones that are in like with their values and interests |
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| publics tend to interpret messages according to preexisting values, attitudes and opinions |
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| publics tend to remember only a small part of messages to which they attend |
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| awareness, interest, evaluation, trial, adoption |
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| what you want them to do is better than what they are currently doing |
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| what youre asking them to do is in line with their current values and beleifs |
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| the more difficult or complex, the less likely the public is to adopt |
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| the more people see it in practice, the more liekly they are to adopt |
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| more people they see doing it, the more liekly someone is to adopt innovation |
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| Any medium with a media gatekeeper (publisher; editor; reporter) between the organization and its public, Media gatekeeper controls message, distribution, and timing |
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| Uncontrolled media advantages |
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| lower cost, higher credibilty |
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| Uncontrolled disadvantages |
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| low control, less ability to target |
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| No media gatekeeper between the organization and public, organization controls message, distribution, and timing |
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| more opportunity to target a ver specific audience, opportunity to tailor messages to audiences, opportunity to control timing |
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| generally more expensive, lower credibility |
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| Media relations to promote the hospitalÕs image and the quality of its services, Advertising, Printed educational and promotional materials, Special events to promote preventive health care, Support for patients and families, support for families during extended stays, Online communication options |
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| To provide high quality healthcare, To promote the services of the hospital to the community, To promote health in the community |
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| To promote high quality education, To attract and retain faculty, staff, and students, To secure ongoing financial support, To build support from government |
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| Media Relations (Print, Television, Web), Branding and Strategic Marketing, Publications, Personal Visits (Admissions; Development; Alumni Relations; Conferences and Professional meetings), Special Events (Alumni; Parents and Students; Prospective Students; Faculty and Staff), Lobbying support (materials; advertising; direct contact) |
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