Unformatted text preview:

COMM351 FINAL EXAM *rhetoric= truth plus its artful presentationKent CH.8- Active research= databases/surveys- Passive research= environmental scanning - Web is good for primary and secondary research- Surveys= one primary way organizations learn about their publicso Survey monkey/Zoomerang= example of online survey tool with free survey services - Social media= ability to connect directly with key publics - PR pro’s act as boundary spanners between organization and publico Success at building mutually beneficial relationship is based on understanding of organization and publics Explained by the Coorientation Model of Communication (CMC)- Helps organizations understand how individuals and groups external to an org. perceive issues- Coorientation theory- considers how groups see each other and what they believe other groups think about them o People are aware of: 1. The perception of self 2. The perception of the other 3. Metacommunication assumptions (what the person thinks the other person thinks about them)o coorientation can be internal and external- Kenneth Burke’s Identificationo Persuasion is based on a concept called identification Helping your audience understand how you are like them Consubstantiality- one of substance 3 types of identification:- 1. Identification by sympathy: make your audience feel positively toward youo ”I have been where you are”- 2. Identification by antithesis: invoke commonalities (congregation) and differences (segregation) o common goals, heroes, lived experiences- 3. Identification by unawareness: ethos..implicit identification that we possess as members of an orgo Implicit enmity that people feel for those who are part of different groups - Uses and grats (gratification): people seek out info and entertainment that has relevance to their lives and that they find rewarding- Community power theory- people turn to networks of family members, friends for advice o Behavior/attitude change is difficult without the aid of a supportive network o At the heart of community power= word of mouth Word of mouth= one of the most persuasive tools - Blog= web log/online diaryo Public documents o Blogs are great for environmental scanningo Written on short noticeo Bloggers have to be well-trainted o RSS- really simple syndication (feeds) Sort through information quickly based on preferences  Monitor resultso Aggregators= software applications that automatically compile data from blogs- Usenet= discussion group where people can post messages and engage in threaded dialogue on topics of mutual interesto Chat groupo Most users are fanatics of a showo Message thread- Searching on the webo Use “phrase searches”- words in quotation markso “and”= both terms…”or”= either result…”not”= exclude - Google scholar= database of scholarly sources/articles/bookso Easy for college students but PR pro’s do not have access to it (main drawback) - Lexis/nexis= research software/ o Lexis= legal data baseo Nexis= news database - Internet Corporation for Assigned Names and Numbers (iCANN)- Universal Resource Location (URL)- Website credibility must be:o Truthfulo Agreeo General acceptanceo Credibilityo Timelyo Moral- Counter- device that keeps track of something (i.e. a clock)o Allow you to monitor how your website is being used - Cookie- small data file stored on the computer of a visitor to a website o Shows how users navigate a websiteo Track visitor information- Web analytics- tracking software o To improve performance of a website - “unique visitors” never been to a website before Kent CH.9- Types of public speeches:o 1. Persuasiveo 2. Informativeo 3. Ceremonial - best speeches are extemporaneous ( delivered with notes only)o more compelling - disfluencies- um, ah, like, you know o excessive gesturing - compelling sources need to be compelling to the audience not to the speaker- canon of rhetoric-o 1. Inventiono 2. Arrangement/Disposition- when, where, how, statisticso 3. Style/Elocution- language use, choice of wordso 4. Delivery- pronunciation, voice, gestureso 5. Memory- audience analysis- consideration of the traits of the audience as well as an examination of the audiences attitudes toward your topic o based on audience analysis, you make choices about content & structure - occasion analysis- nature of the occation, date and hour, location, type of meetingo why should my audience care- speech formats:o 10 parts: 1. Title, 2. Subtitle, 3. General purpose, 4. Specific purpose, 5.Central idea, 6. Intro, 7. body, 8. Conclusion, 9. Transitions, 10. Support o title= used in marketing materials..can be written at the beginning or end of speechwriting processo subject= residual message..like a bumper sticker messageo general purpose= goal of the speech..to inform, persuade or entertain often goal is to inform and persuade o specific purpose= what exactly the audience should come away from the speech with  infinitive statements o central idea- thesis statemento introduction- most important part  part of speech everyone pays attention to  use quotation, startling statement, ask a challenging question, tell a story, use a visual aid, use suspenceo transitions- phrases that get you from one point to the next  ex: now that…o body- three to five main points o conclusions- last chance to make message stick  memorable quote, dramatic statement, refer back to intro, challenge, repititions, emotional appeal- speech outlineso intro and conclusion are written outo each section should be about the same length o full sentences for every point and subpoint o keywrd outlineso hanging indents minor point subpoint tertiary point- support for speeches:o support for clarification- analogies, explanation, illustrations, restatement, specific instanceso support for proof- testimony, statistics - establish credibility early…ethos, integrity and good will - three parts to informational communication: motivation, clarification &retention- clarification is key- avoid abstract terms- monroe’s motivated sequence- attention, need, satisfaction, visualization and action (ANSVA)o organizing framework for speeches o attention= introo need= what the problem is that needs to be solvedo satisfaction= body of the speech..what the problem is///how his/her solution satisfies the needo visualization= speaker helps visualize the future  positive: what might happen if the advice is followed negative: the oppositeo


View Full Document

UMD COMM 351 - FINAL EXAM

Documents in this Course
Load more
Download FINAL EXAM
Our administrator received your request to download this document. We will send you the file to your email shortly.
Loading Unlocking...
Login

Join to view FINAL EXAM and access 3M+ class-specific study document.

or
We will never post anything without your permission.
Don't have an account?
Sign Up

Join to view FINAL EXAM 2 2 and access 3M+ class-specific study document.

or

By creating an account you agree to our Privacy Policy and Terms Of Use

Already a member?