Download ADV 260 Study Guide Exam 2 and more Exams Communication in PDF only on Docsity!
Chapter 7: Communication Definition of communication. A transactional process based on a shared interpretation of reality via symbols. Objectives of communication.
- Message exposure – public relations personnel provide materials to the mass media and disseminate other messages through controlled media such as newsletters and the organization’s websites. Intended audiences are exposed to the message in various forms. - Accuracy in the dissemination of the message – the basic information, often filtered by journalists, editors, and bloggers, remains intact as it is transmitted through various channels - Acceptance of the message – based on its view of reality, the audience not only retains the message, but excepts it as valid. - Attitude change – the audience not only believes the message, but makes a verbal or mental commitment to change behavior as a result of the message. - Change in overt behavior – members of the audience actually change their current behavior or purchase the product and use it. Five communication elements. - Wilbur Schramm’s model o A sender/source o A message o A channel o A receiver o Feedback - Little or no communication is achieved unless the sender and the receiver share the experience. Processing perceptions, including (these specifically):
- two-step flow theory o opinion leaders
- Interaction theory & media dependency theory o Tell me and I will forget o Show me and I will remember o Involve me and I will understand o The less direct contact we have with an issue, the more we depend on media
- media uses and gratifications theory
o Recipient selects information that my be useful to them, either to be entertained, informed, reinforce their opinion and decision making, and decision making about products or services.
- uncertainty reduction theory
- situational theory o active vs. passive audiences o your primary target audiences may be different on different occasions o your primary public might be comprised of different people at different time o you have to be flexible why? The public is not static o high involvement vs. low involvement
- social learning theory/ social construction of reality theory
- source credibility
- cognitive dissonance o people desire to have consistency in their lives o if campaigns demonstrate two conflicting beliefs, they will feel cognitive dissonance o discomfort from the contradictions in their belief system, which they will want to resolve
- five-stage adoption process o Awareness o Interest o Evaluation o Trial o Adoption
- Diffusion theory o Innovator – 2.5% o Early adopter – 13.5% o Early majority – 34% o Late majority – 34% o Laggards – 16% What are some of the basic rules for writing with clarity so messages can be understood?
communicators attempt to change awareness, attitude, belief or behavior in a context of free choice. What are Aristotle’s three proofs related to persuasion.
- Ethos (source credibility) - Logos (logical argument) - Pathos (emotional appeal) What is propaganda and compare it to persuasion? “propaganda is the deliberate and systematic attempt to shape perceptions, manipulate cognitions and direct behavior to achieve a response that furthers the desired intent of the propagandist.” (Jowett & Donnell) - Difference from persuasion is that propaganda sells a belief system or constitutes political or ideological dogma - Really about manipulation rather than discussion Discuss ethics issues related to persuasion. - Don’t use false evidence - Don’t intentionally use unsupported reasoning - Don’t falsely represent yourself - Don’t use irrelevant appeals as diversions - Don’t make false links to favorable values, motives, or goals - Don’t cover up consequences - Don’t use baseless emotional appeals - Don’t oversimplify complex situations - Don’t feign certainty - Don’t advocate what you don’t believe yourself Define and know the differences between passive, assertive and aggressive communication styles. Which is the preferred course of action for a public relations practitioner? - Aggressiveness – o Intimidation, control, fighting, manipulation o No regard for other persons feelings o Anger-driven o Lose respect and trust - Passiveness – o Anxiety driven o Taken advantage of o Avoids confrontation o Intimidated - Assertiveness – o More effective and appropriate o Focus on specific issues and problems
o Recognizes values and beliefs o Doesn’t violate others rights o Open and tolerant o Attack issues and not persons Have a basic understanding of the factors in persuasive communication such as: audience analysis, source credibility, appeals to self-interest, clarity of message, timing and context, audience participation, suggestions for action, content and structure of messages, and persuasive speaking. Chapter 10: Conflict Management: Dealing with Issues, Risks and Crises What is strategic conflict management and how does this relate to public relations?
- Many organizational and societal conflicts fall under the purview of public relations - Public relations professionals must develop communication strategies and processes to influence the course of conflicts to the benefit of the organization, and when possible, to the benefit of the organizations many constituents Phases of strategic conflict management - Proactive phase - issues management, environmental scanning - Strategic phase - crisis management, risk communication - Reactive phase - crisis communication, conflict resolution - Recovery phase – reputation management, image restoration What is issues management? - Term coined by Howard Chase in 1977 - IM born in the era of business reform - Issues management is the organized activity of identifying emerging trends, concerns, or issues likely to affect an organization in the next few years and developing a wider and more positive range of organizational responses toward the future - Proactive and systematic approach to: o Predict problems o Anticipate threats o Minimize surprises o Resolve issues o Prevent crises What are the elements of a proactive and systematic issues management effort (basic steps as defined by Chase), what are the benefits of issues management?
- Often to communicate with hostile, uninformed or concerned audiences. What are the guiding concepts of risk communication? - Risks voluntarily taken tend to be accepted better (smokers) - More control individuals have, less perceived risk - More complex situation, higher perceived risk - Familiarity breeds confidence - When experts disagree, perceived risk increases - Severity of consequences affects perceived risk What are the basic approaches to communicating risk? - Understand public’s concern - Simplify and clarify technical messages - Meet public on its turf - Develop ongoing dialogue - Be inclusive - Power-share Crisis response content + crisis responses strategies. - Crisis response content o Instructing information ▪ What happened, What to do to protect themselves physically in the crisis ▪ How the crisis will affect publics’ daily routines o Adjusting information ▪ Trying to meet publics’ emotional needs (fear, confusion, anxiety, sympathy/compassion, etc.) ▪ Corrective action o Reputation management ▪ Crisis response strategies What are reputation management and its three foundations? - Reputation is the collective representation of an organization’s past performance or the track record of the organization in the public’s mind - Reactive Phase of Conflict Management Three foundations of Reputation: - Economic performance - Social responsiveness - Ability to deliver valuable outcomes to stakeholders What is image restoration? Is it easier to maintain a good reputation than restore a negative reputation? Does image restoration take up a lot of an organization’s resources?
- Reputation repair and maintenance through effective issues management, risk communication, and crisis management techniques - Much easier to keep up a good reputation than to restore a negative reputation - Image restoration takes up a lot of resources and uses up a lot of built up goodwill Chapter 11: The Audience and How to Reach It What are the differences between audience (general and target), stakeholders (relate to those who already have a vested interest/alredy involved in an organization while stakeseekers are trying to become involved.) What are some of the general characteristics of audiences? - Fragmentation of audiences - More specific, typically more effective - More specific, typically more expensive - Use public relations, marketing and advertising databases and primary research to identify audiences - Computer technology, primary research - Also secondary research – census, automobile registration, voter registration, organizational memberships - Specialized services such as Claritis, Simmons, etc. Have a basic understanding of audiences issues such as: diversity, shifting audience dynamics, fragmentation, internal and external, more specific - more effective/expensive, and determine your own target audiences when possible. Define demographics are numerical data such as sex, age, etc. & lifestyles and psychographics are more personality, religion, attitude, political views, etc. Understand the basic tenets related to matching audience with print, television, radio and online media. - Print: o For detail and contemplation o Pitch stories (commercial purpose) o Understand organization of newspaper o Created v. naturally occurring stories o Magazine books o Internal organizational print outlets - Television:
- Email distribution (external), mailing lists - Web conferences (teleconferencing), satellite and radio media tours, video and audio news releases - WWW sites, blogs - Social media - Intranet – internal communications - Discussion groups, chat rooms, listservs - online newswires, online monitoring services What are the new types of software/tools being used in public relations - widget - computer/web/mobile applications What are the key aspects of the Internet in relation to public relations - immediate time, real time - reach is worldwide - uncontrolled (“traditional media gatekeeper have lost their powers in todays print-and-click world”) - issues tracking, research - media management - controversial security problems and legal questions - malicious and irritation practices Chapter 14: News Releases, Newsletters and Brochures Have a basic understanding of the following communication tools: news releases (the most widely used document) (including basics as described in lectures), publicity photos, media advisories, fact sheets, pitch letters, newsletters, brochures, annual reports. - News Releases: Basics o Document that provides information to mass media outlets (newspapers, broadcast stations, magazines) o The most common PR tactic: ▪ 50% of news in Wall Street Journal comes from news releases ▪ 75% of journalists use PR sources for stories What makes good news stories? Know all the materials that go into a media kit (AKA press kits), and how are media kits used?
- Provides editors and reporters with variety of information and resources - Prepared for distribution at: o Major events (community relations) o New product launches (integrated marketing campaign) o News (press) conferences (crisis events) - Traditional Media Kits: (9x12 folder with inside pockets) o Basic elements ▪ News releases ▪ Fact sheet (A supplementary reference tool that summarizes key points about an event, product, or company for media) ▪ Photos with captions ▪ Basic brochures ▪ A new feature about the product or service ▪ Bio on spokesperson or chief executives ▪ Contact information such as email addresses, phone numbers, and website URLs How do public relations practitioners distribute written communication materials? Chapter 15: Radio, Television and the Web Know the following terms: VNR, ANR, public service announcements, product placements (PR specialists arrange for selected items to appear on movies or TV shows; mutually beneficial for product and producers of TV shows or films; PR practitioners should be alert to publicity opportunities on TV programs and movies), issues placements (convincing popular TV programs to write an issue or a cause into their plotlines; Variety of groups involved: Non-profit org, special-interest groups, govt, pharmaceutical companies), SMT (pre-booked, one-on-one interviews (via satellite) from a fixed location with journalists or talk show hosts), podcasting, blogs, webcasting, b-roll (is often included in VNR packages and features unedited video pictures), speak method (Non- verbal cues: S-smile, P-posture, E-eye contact, A- animation, K-kinetics (motion)), mock-interview (also expected Q&As are valuable media training tools), media tour, and wikis (some can be found in Chapter 16). What is a familiarization trip (FAM trip)? Know all materials that go into a VNR package
o Use their language o Use visuals o Use humor carefully o Watch your facts o Focus on benefit What is important in preparing a news conference (two-way communication tool)?
- Be newsworthy - Invite all news outlet that might be interested - Choose convenient location - Set date/time with media schedules in mind - Issue invitation early - Prepare media kit and visual materials - Train spokesperson - Anticipate questions What is important in preparing a media interview? Understand every aspect of media training (p.439 & p. 440 for 9th Edition ) PSA definition. - An unpaid announcement that promotes the programs of govt or voluntary agencies or that serves the public interest. - Only nonprofit, civic and voluntary organizations are eligible to use PSAs. Differences among PSA, corporate advertising, commercials - Corporate Advertising: Even if the messages are presented are in the public interest, corporations have to purchase time or space for their ads. - Two major differences between commercials and PSAs: o Commercial announcements use controlled media. ▪ Advertisers pay the right to chose the form, placement and timing of messages. ▪ PSAs are uncontrolled – media outlets make decisions about whether to use the PSA or not (and when to use it) o Commercial announcements tend to promote marketplace transitions, PSAs promote social causes and behavior change ▪ Paid commercial announcements promotion social causes and behavior are NOT PSAs
Chapter 17: Corporate PR Corporate Social Responsibility (areas of CSR)
- Environmental relations o Important aspect of CSR is increased corporate concern for the environment and the maintenance of sustainable resources. o Simply making claims to an environmental conscience (Greenwashing) is NOT effective - Corporate philanthropy o Another manifestation of CSR is corporate philanthropy, which is the donation of funds, products, and services to various causes. o Corporations have long used philanthropy to demonstrate community goodwill and to polish their reputations as a good citizen. o # of benefits for the corporation: ▪ strengthened reputation ▪ increased media opportunities ▪ improved community and govt relations ▪ employee recruitment and retention ▪ enhanced marketing ▪ research and development ▪ increased profits - Educational commitments - Employee involvement - Public health commitments - Corporate sponsorship How Fortune companies use CSR (recent trend)? Have a basic understanding of environmental relations, employee relations, investor relations, etc. - Employee relations: o Employees have been called the organization’s “ambassadors” o Consequently, the public relations and human resources departments concentrate on communicating with employees just as vigorously as it does on delivering the corporate story on the outside world. - Investor relations: o (IR) is at the center of keeping a company’s heath and wealth communicated to shareholders and prospective investors.
