Midterm Review COMM350 10 23 2012 Functions of Communication Informing Educating Persuading Entertaining Engaging via digital and social media Communication vs Communications Communication o Act of sending and receiving information Communications o Materials and channels used to send and receive the message Ethics What is morally right or wrong in social conduct usually as determined by standards of professions organizations and individuals The value system by which a person determines what is Right or wrong Fair or unfair Just or unjust Ethics are expressed through moral behavior in specific observations An individual s conduct is measured not only against his her conscience but against some o Norm of acceptability o Determined by society professional or organization PR Practitioners Ethical Obligations To ourselves preserve own integrity To our clients honor our contracts To our organizations to adhere to goals policies To our profession uphold standards reputation To our society consider social needs and claims Deontological Moral Principles Moral Principles Do the Right Thing Teleological Utilitarianism Consequences Risks vs Rewards Greater Good Golden Triangle for Ethical Considerations Duty Intention and Dignity Respect PRSA Code of Ethics Values o 1 Advocacy o 2 Honesty o 3 Expertise o 4 Independence o 5 Loyalty o 6 Fairness Provisions o Free Flow of Information o Competition o Disclosure of Information o Safeguarding Confidences o Conflicts of Interest o Enhancing the Profession Law explain 1st Amendment Freedoms Defamation slander libel Privacy Intellectual property trademark Law and Regulation Law Invasion of Privacy Appropriation o The unauthorized commercial use of an entity s picture likeness or name Publication or private information o Publishing true information not known by a great number of people Requires prior consent Intrusion o Surreptitious observation of an entity s activities False Light o When true facts are embellished with falsehoods or exaggerated or used out of context Intellectual property creations Fair Use Generally are owned by their creators individuals or organizations is used in appropriate context Use is for non commercial purposes Content Credit The commercial value of the work is not materially reduced or small amount used is given to the source generally 100 words or page Doesn t apply to poetry Libel published Slander spoken Criteria for Libel o Publication of falsehood that is defamatory to an individual or group that can be identified o Identification o Must be published by communication to a third party o Malice or Negligence of injured party in information handling in the case of public figures Defenses against o Truth statements involved are truthful and be proven to be truthful o Privilege fair and accurate representation of a governmental document meeting even if the document or meeting has false information o Fair Comment commentary or opinion on public issue Must not intrude into private life of the person Public Persons vs Private Persons o A private person has privacy rights o A public person has less expectation of privacy o Someone who is thrust involuntarily into the spotlight can go from being a private to a public person PR Pioneers Edward Bernays Ivy Lee Arthur Page James Grunig Amos Kendall PT Barnum o Wrote 1st Book on PR taught 1st college PR course at NYU o Father of modern PR emphasized PR as a management function o Vice President of AT T o Consummate showman contributed positively to our understanding of the power of publicity but his lack of honesty led to a legacy of mistrust of o Member of George Creel s Committee on Public Info In WW1 o Known for 3rd party endorsements use of newspaper advertisements as PR tool development of lobbying publicity efforts Carl Byoir Henry Rogers Eleanor Lambert Elizabeth Toth Theory What s a Theory The application of knowledge that has been verified and confirmed to work in consistent situations Jackson Text A way to predict how events and actions are related Lattimore Text A Good Theory Can Validate sound PR practice Be generalized over several clients and situations Increase effectiveness Improve cost and time efficiency 1 Systems Theory theory of relationship Organization is made up inter related parts People need to adjust to change in environment Open and Closed Systems o Open Systems Get information on how productive their relationships are with clients customers other stakeholders o Closed Systems Do not seek new information Operate on what happened in the past or on their personal preferences Terms Stakeholders o Create problems and opportunities People who perceive themselves are having a vested interest in organization Boundary Spanners o Understanding publics that impact organization like management and media Dominant Coalition o Senior executives who decide mission vision values and priorities Environment o Imposes constraints 2 Situational Theory Grunig Regger Publics are diverse don t judge by demographics alone Organize by levels of interest activity o Non public latent aware active 3 Variables Publics can be active passive o All issue hot issue single issue and apathetic 3 Uses and Gratification Theory People turn to mass media for Entertainment Diversion Checking on values identity Relationships Information retrieval to get find information o Problem recognition must be aware and recognize it might affect them o Constraint recognition how they perceive obstacles can they affect the issue o Level of Involvement care about the issue o Substitute for real relationships o Channel to access contact 4 Diffusion of Innovations Theory Process of change awareness interest evaluation trial and adoption rejection Groups of adopters o Innovators first to adopt new ideas independent thinkers prestige and power o Early adopters compared to those who follow avoid untried ideas but the quickest to use tested ideas younger o Early majority neighborhood and friends o Majority older less educated active rely heavily on influence of early majority o Laggards compared to everyone else likely to be non adopters Influencers mass media experts peers sales o Media is effective in gaining awareness interest o Experts 2 influence in all stages o Peers 1 in last 3 stages o Sales always 4th in influence Rate of Change 5 Grunig s 4 Models Press Agentry Public Information 2 way Asymmetric 2 way Symmetric 6 Relationship Management Theory 7 Cognitive Dissonance Selective Processes Lattimore