COMM 350 PR Theory Mid Term Review Fall 2013 Midterm Exam Review Format Multiple Choice T F Matching some short answer on cases discussed in class and content Questions drawn from Lattimore textbook and PowerPoints Will not include content from News Reports Will include some material from Lattimore that is NOT heavily covered in PPTs Read text Chapters 1 2 3 4 5 6 7 8 and 9 Topics from PowerPoints Basics Ethics RPIE I PR Basics Definitions of the practice History and major figures shaping the Profession Influence professions key differences II Ethics and Law 1 Ethics are Ethics are 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 o Right or wrong o Fair or unfair o Just or unjust Ethics are expressed through moral behavior in specific situations An individual s conduct is measure not only against his her conscience but against some o Norm of acceptability o Determined by society professional or organization 2 PR Practitioners Ethical Obligations are To ourselves to preserve our own integrity To our clients to honor our contracts to use professional expertise on our clients behalf To our organizations to adhere to organizational goals policies To our profession to uphold the standards of the profession by extension the reputation To our society to consider social needs and claims 3 Law Invasion of Privacy Appropriation or the unauthorized commercial use of an entity s picture likeness or name Publication of private information publishing true information not known by a great number of o Requires prior consent Intrusion or the surreptitious observation of an entity s activities False light when true facts are embellished with falsehoods or exaggerated or used out of 4 Intellectual creations generally are owned by their creators individuals or organizations o Use is for non commercial purposes o Content is not taken out of context o Credit is given to the source o The commercial value of the work is not materially reduced or small amount used generally 100 words or page Doesn t apply to poetry 5 Libel and Slander people context Fair use COMM 350 PR Theory Mid Term Review Fall 2013 Difference between libel and slander Criteria for libel Defenses against Public persons or thrust into vortex of public affairs 6 PRSA Code of Ethics Values 1 Advocacy 2 Honesty 3 Expertise 4 Independence 5 Loyalty 6 Fairness 7 PRSA Ethics Provisions 1 Free Flow of Information Integrity of relationships with media government and public 2 Competition Promoting healthy fair competition among professionals and fostering robust business environment No deceptive practices 3 Disclosure of Information Build trust by revealing all information needed for decision making 4 Safeguarding Confidences Protect client s private and confidential information 5 Conflicts of Interest Avoid real and perceived conflicts act in client s best interest and prompt disclosure by agencies about client conflicts Enhancing the Profession Work to strengthen the public trust in PR 6 III Theory PowerPoints give some explanation read book for more depth 1 What s a Theory The application of knowledge that has been verified and confirmed to work in consistent A way to predict how events and actions are related situations o Jackson Text 483 o Lattimore Text A Good Theory can o Validate sound PR practice o Be generalized over several clients and situations o Increase effectiveness o Improve cost and time efficiency 2 4 major categories of communication theory 1 Post positivist theory based on empirical observation guided by scientific method 2 Hermeneutic theory based on understanding especially through interpreting action and text 3 Critical theory seeking emancipation and change in a dominant social order 4 Normative theory that explains how systems operate in order to conform to or realize a set of ideal social values 3 Systems Theory o Organization make up of inter related parts o People need to adjust to change in environment o Open and Closed Systems Open Uses PR and others to seek out information about decisions and products willing to make adjustments Closed Make policies based on organization history tradition and views not open to changes based on outside influences Want publics to change to adapt to them the organization COMM 350 PR Theory Mid Term Review Fall 2013 o Terms Stakeholders publics who are engaged with the organization who can affected and be affected They create problems and opportunities Boundary spanners understanding publics that impact organization Dominant Coalition senior executives who decide mission vision values and priorities 4 Uses and Gratification People turn to mass media for o Entertainment and diversion o Information o Check on values identity o Relationships Substitute Channel 5 Diffusion of Innovations 5 Stages to Adoption o Awareness o Interest o Evaluation o Trial o Adoption Rejection Adopters o Innovators o Early Adopters o Early Majority o Late Majority o Laggards Influencers mass media experts peers sales see Elms chart o Media effective in awareness and interest o Experts 2 influence in all 5 stages o Peers 1 in last 3 stages o Sales always 4th in influence RATE of CHANGE based on five factors that affect the spread of an idea have been isolated o Process o Complexity o Sources of Information o Individuals o Timeline SOURCES of INFORMATION see chart on Elms 1 Mass media 2 Experts 3 Peers 4 Salesmen 6 4 Models by Dr James Grunig Press Agentry Public Information 2 way Asymmetric 2 way Symmetric 7 Relationship Management Theory 8 Cognitive Dissonance Selective Processes 9 Terms in persuasion see Lattimore book COMM 350 PR Theory Mid Term Review Fall 2013 Awareness accepting new info Attitude predispositions to like dislike deeply seated around values Beliefs assessment of credibility of statements as true false Behavior Observable actions 10 Agenda Setting Strong relationship between what people are talking about and what is foremost in the media Doesn t mean strong opinions just top of mind See PPT for more information o PR Role stories o Authors and findings on PR role in content 11 Situational Theory 1 Problem Recognition 2 Constraint Recognition 3 Level of Involvement 4 Active passive IV Research in RPIE 1 Research is Systematic way of gathering information to o More precisely describe the problem or opportunity o Check out our assumptions on publics and