J 350 Lecture Notes, Week 5
J 350 Lecture Notes, Week 5 J 350
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This 5 page Class Notes was uploaded by Kaitlyn Endo on Monday August 24, 2015. The Class Notes belongs to J 350 at University of Oregon taught by Chandler C in Spring 2015. Since its upload, it has received 42 views. For similar materials see Princ Public Relations in Social Science at University of Oregon.
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Date Created: 08/24/15
J350 Lecture Notes Week 5 Questions from test 1 Which of the following is NOT a Public Relations Society of American PRSA a Advocacy b Honesty c Con dentiality d Expertise elndependence 2 Public Relations professionals are not completely objective observers because we are advocates for our clients a True b False 3 Arthur Page is credited with which of the following a Convincing nonpro ts to partner more proactively with corporations b Laying the foundation for corporate public relations Convincing senior business leaders the public relations should have a voice in senior management B and C All of the Above n no Investor Relations and Managing Disclosure of Information 0 SEC Guidelines For Communications 0 To achieve full and fair disclosure communications cannot be false misleading or incomplete 0 When a company intentionally disclosures material info it must be through public disclosure a broadly distributed news relase not selective disclosure 8K Public Opinion 0 What is Public Opinion 0 Public opinion is somewhat elusive and extremely difficult to measure 0 Key to the idea of understanding public opinion is the concept of self interest as well as the importance of events in the formation of public opinion 0 Opinion Leaders As Catalysts 0 Opinion leaders serve as catalysts for the formation of public opinion through 0 Characteristics Highly interested in subject or issue Better informed on an issue than the average person Avid consumers of mass media Early adopters of new ideas Good organizers who can get other people to take ac on Two types of opinion leaders 0 Formal opinion leaders leaders with positions of power and who possess info about speci c issues related to their area of responsibility or concern 0 lnformal opinion leaders individuals who have clout with peers because of some special characteristics Public relations professionals try to in uence these opinion leaders as they try to in uence the public at large 0 Katz and Lazarfeld s two step ow theory Public opinion is formed by the views of people who have taken the time to shift info evaluate it and form an opinion they express to others person to person communication Multiple Step ow Model 0 Opinion makers derive large amounts of info from the mas media and other sources and then share that info with an attentive public 0 The Role of the mass Media Via the mass media public relations professionalsbecome major players in forming public opinion because we often provide the mass media with the info in the rst place The media are quotgatekeepers controlling the info that ows to other publics in a social systemquot 0 Being a non ction storyteller o The ve Ws H Who what when why where and how 0 News values Localproximity Timeliness Urgency Prominence Cultural proximity Human interest Unexpectedodd Consequence Con ictcontroversy 0 Information Subsidy 0 Both the media and the organization help each other Through the info subsidy news releases media kits plant tours interview opportunities journalists get ideas and facts for news stories and public relations gains a venue through which to communicate information to public Theories that can help public relations practitioners understand mass media effects 0 Agenda setting theory argues that media content sets the agenda for public discussions People tend to talk about what they see or hear on the news The media through the selection of stories and headlines tell people what to think about although not necessarily what to think 0 Limited effects model Joseph KIapper the mass media ordinarily does not serve as a necessary and sufficient cause for audience effects 0 Framing theory suggests that how something is presented the frame in uences the choices people make Frames are created by choosing speci c facts themes words and sentence structure Goes beyond journalists role as gatekeepers involves their interpretation of issues or creation of 0 Media dependency theory argues that the mass media can have a moderate or even a powerful effect on the formation of opinions and attitudes When people have no prior info or attitude disposition about a subject or event the mass media play as role in telling people what to think Mass media effects are increased when people can t verify info through personal experience or knowledge particuary in crisis situation Wednesday Persuasion in Public Opinion Persuasion is used to 0 Change or neutralize hostile opinions o Crystallize latent opinions and positive attitudes o Conserve favorable opinion 0 The dominant view of public relations is one of persuasive communication actions performed on behalf of clients Kruckeberg and Starck The primary role of public relations is purposeful self interested communications Gandy The engineering of consent to create a quotfavorable and positive climate of opinion toward the individual product institution or idea which is representedquot Public relations practitioners ability to use persuasion leads to charges that we have great power to in uence and manipulate people 0 The effectiveness of persuasive techniques are highly exaggerated since they are dependent upon a complex set of factors 0 Lack of message penetration o Competing or con icting messages 0 Self selection 0 Self perception The ethics of Persuasion 0 Don t use false fabricated misrepresented distorted or irrelevant evidence to support arguments or claims 0 Don t deceive your audience by concealing your real purpose your self interest the group you represent or your position as an advocate of a viewpoint 0 Don t pretend certainty when tentativeness and degrees of probability would be more accurate 0 Don t advocate something in which you do not believe yourself believe 0 The Fourth Estate 0 The free pressmedia as the fourth institution in a democracy that includes the three branches of the federal government 0 The media serves as the watchdog of the public s interest 0 The fourth estate holds those in power govt businesses social institutions accountable The Fourths Estate and Democracy 0 Man s capacity forjustice makes democracy possible but man s inclination to injustice makes democracy necessary 0 Democracy is the worst system devised by the wit of man except for all the others 0 The Role of Iron Core News lron core of info provided by traditional news orgs is essential for a functioning democracy Accountability news holds government and those in power accountable Newspapers provide the vast majority of iron core news an estimated 8595 0 Public Relations and Media 0 O The leadership of organizations knows the media is among the most effective way to get its messages to key stakeholders American press institute 33 percent of CEOs dissatis ed with business news coverage Nearly 50 of what the media carries comes from public relations sources in the form of info subsidies Organizationsl medialjstakeholderspublics Organization Businesses Nonpro ts Govt agencies Ed institutions Media traditional mass media News releases Media kits Media alerts Media interviews News conferecnces Stakholders publics
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