An Argument on Education Essay Example for Free

An Argument on Education Essay Abstract Education is important to have with today’s economy in the shape that it is in. However, there are different ways that people define education. Some people believe that to be considered well educated they need to have the top education in the United States, the highest GPA, and the highest standardized testing scores! I firmly believe that your knowledge first comes from the Lord and that he will bless you in whatever area he has for you! There are many examples that we can use to see both sides and not just judging someone as well educated only through grades ad excellence in school. An Argument on Education Education is important for everyone to have growing up if they want to make it by in today’s modern world. However, everyone seems to determine how well educated someone else is in a different ways such as: their test scores, papers that they write, their grade point average, and their knowledge of knowing how to do things. In Alfrie Kohn’s Article (2003), â€Å"What does it mean to be well –educated† he cites a quote from an Alred Whitehead stating, â€Å"A merely well-informed man is the most useless bore on God’s earth. . .  . Scraps of information† are only worth something if they are put to use, or at least â€Å"thrown into fresh combinations. † There are parts of this quote that I agree and disagree on. I agree with Alred saying that men on this earth that just have bits and pieces of information are useless unless it can relate to their job that gets them by. Acquiring knowledge isn’t a bad thing, its just not always needed. I only disagree because I believe that if someone does know a large amount that it is not pointless, it just should not determine whether or not they are educated or not. Throughout the years I have had the chance to be in school I have learned and observed much through my own personal experiences as well as being surrounded by my peers at school and at home. Personally, I am one of those students who can learn the material I am asked to learn but when it comes to taking tests I freeze up and get extremely anxious, which allows me to do poorly on the tests. I had extremely low SAT scores and low-test scores from any big test, but I was also an honor graduate and gradated in the top one hundred out of six hundred students. Many people would consider me uneducated just because of low standardized tests when they do not think of other factors that could reason for why I get low scores. High-test scores alone and high GPA’s cannot determine whether or not someone is well educated. At the beginning of Alfrie Kohn’s article he gives a superior example of this by telling us that his wife who went to Harvard and does not even know her math or English well. â€Å"She will, however, freeze up if you ask her what 8 times 7 is, because she never learned the multiplication table. And forget about grammar (â€Å"Me and him went over her house today† is fairly typical) or literature (â€Å"Who’s Faulkner? †). Harvard is known as One of the top prestigious school in America, and because of that most people would assume that who ever goes to that school is well educated. This is example is similar to how it is with anything but what people do not realize is some of the world’s well-educated people did not even graduate from high school. I believe that being well educated means being able to put what you know to use and being able to use that knowledge to glorify the one who created me. As a strong believer in Christ, I believe my relationship with God and spreading his word is more important than knowledge. However, that does not mean that I believe a person should be uneducated. I believe that if given the opportunity to learn we should not take it for granted and that we should bring glory to God through it. I just believe that at the end of your days that God does not care about what degree you have in your hand but he cares about how you lived your life for him. â€Å"The fear of the LORD is the beginning of wisdom, and the knowledge of the Holy One is insight. 11 For by me your days will be multiplied, and years will be added to your life† (Proverbs 9:10-11). Our good lord explains that education is first gained through God himself and that your purpose is to live solely for him. Gaining knowledge in Christ is the most important first and he will Bless you in every other area in your life that he feels you need. However, I do believe that getting a degree in something that God is calling you to do. For me, God is calling me to be a missionary Nurse overseas. I know in order to do that I have to get an education on how to be a Nurse in order to carryout God’s will for my life. Most people believe that you need to go to a good school to be considered well educated. I was going to a community college back at home and was learning much when people were questioning why I was going to a community college and that I could get a better education at a different college or university that was away from home. Alfrie Kohn’s wife attended Harvard and still did not know her multiplication tables and wasn’t good at grammar or literature. I believe this is a good example to my previous statement about how it shouldn’t matter what school you go to and that it should not determine how well educated he or she is just because of the title the school has. Everyone has his or her own view on what they believe is a well-educated person, but I feel as if not everyone looks at every viewpoint. They just go off what they know and what first comes to mind. Today because of the way our economy is set up people believe that the only way someone can be considered well educated is if they go to a college to further their degree. There are other ways that someone can get jobs such as enlisting in the military or even through taking over a family-owned business. Determining whether or not someone is educated through tests, and by what schools he or she attended is absurd. You can see that from taking a glance at the people in the world that are huge successes to back that statement up. If we determined whether or not someone was well educated by whether or not he or she graduated college than something is wrong. Bill Gates is a wonderful example because if it were not for him then a lot of today’s popular gadgets such as the Mac Books, iPhones, and iPods would not exist today. He is an intelligent man and has brought on huge changes in todays society. It is not our place to judge who is and who is not educated based on these assumptions References Kohn, Alfie. What Does It Mean to Be Well Educated?. Alfie Kohn author teacher lecturer www. alfiekohn. org. N. p. , n. d. Web. 2 Feb. 2012. http://www. alfiekohn. org/teaching/welleducated. htm. Proverbs 9:10-11 ESV The fear of the LORD is the beginning Bible Gateway. BibleGateway. com: A searchable online Bible in over 100 versions and 50 languages.. N. p. , n. d. Web. 4 Feb. 2012. http://www. biblegateway. com/passage/? search=Proverbs%209:10-11version=ESV. Outline 1. What does it mean to be well educated? * Definition * Articles definition * Personal definition 2. Test scores * Personal grades to back up statement * Quote insert from article * Wife from Harvard 3. Educated * Other ways to be educated 4. Knowledge thru Christ * Proverbs 9:10-11 * Living for Christ first * Honoring his will for out lives 5. Well-educated. * Bill Gates (Did not graduate high school and was still successful) Thesis Education is important for everyone to have growing up if they want to make it by in today’s modern world. However, everyone seems to determine how well educated someone else is in a different ways such as: their test scores, papers that they write, their grade point average, and their overall knowledge of knowing how to do things. In Alfrie Kohn’s Article (2003), â€Å"What does it mean to be well –educated† he cites a quote from a Alred Whitehead stating, â€Å"A merely well-informed man is the most useless bore on.

The Life of Ethan and Zeena Today

The Life of Ethan and Zeena Today If Ethan and Zeena lived in todays modern world their lives would be different because gender roles, social customs, and divorce customs are different from the nineteenth century. Reasons for Isolation during the nineteenth century Environmental factors Technology Life in the nineteenth century Womens roles Marriage responsibilities Education Work Mens roles Marriage responsibilities Education Work Divorce Social customs rates Life in Todays World Womens Roles Mens Roles Divorce Social customs Zeenas nineteenth century life vs. her modern life Married life Financial situation Education Social life Ethans nineteenth century life vs. his modern life Married life Financial situation Education Social life Zeenas and Ethans Lives compared to Todays Modern Age In Edith Whartons Ethan Frome, Ethan and Zeena suffer because of the social expectancy during the nineteenth century. People who lived in rural areas during the nineteenth century were very isolated and had little interaction with neighbors. Life during the nineteenth century was based on social status and customs. Marriage was believed to be a womens main purpose in life. Women had no choice, but to seek marriage because women had little opportunities to work and were expected to live from a husbands income. If Ethan and Zeena lived in todays modern world their lives would be different because gender roles, social customs, and divorce customs are different from the nineteenth century. Isolation played a major factor in the characters lives during the nineteenth century. Isolation was very frequent in rural areas. People who lived in rural areas had little knowledge of social interaction. One reason for isolation in rural communities was population decline (Frome 126). Population had decreased because people moved to larger cities were more jobs and better technology was offered. Farmers who decided to stay in their farms with their families, lived in smaller, emptier communities (Frome 126). People ended up very isolated because the environment was lonely with very few residents. People were not able to interact because the isolation in the environment was very depressing. Married couples spent most of the time with each other in isolated farms. Life was very depressing for people who lived in rural communities. Secondly, technology was one of the causes for isolation in rural New England. Ethan Frome states: Both the telephone and automobile would greatly reduce feelings of isolation once they came to rural areas; people would be able to converse with neighbors much more easily and travel to nearby towns. However, it took a long time for these inventions to reach even middle-class homes in isolated areas such as the one in Ethan Frome. In fact, phone and automobiles would not come to many farm families until the mid-1910s, after the time of the novel.(128) People were very isolated in rural New England because they did not have many luxuries we have today like the telephone, cars, and computers. Life during the nineteenth century was very oppressing for men and women. Gender roles were very precise during that era. According to Elizabeth Ammons, women were not allowed to vote during the Ethan Frome era (n.pag.). Women faced discrimination during the nineteenth century because men were considered the authority of the household. Women depended on men for income, food, and shelter (Frome126).Women roles during the nineteenth century were very different from todays modern world. Women had to deal with many hard situations. For example, A wifes responsibilities included a comfortable home, performing household chores, and bearing and caring for children. She was expected to remain chaste, modest and frugal in household expenses and to abstain from conduct that reflected badly on her home or her husbands good name (Frome 126). Women were treated like animals because they were not allowed to have a decent human life. Women did not have the opportunity in making decisions. Life for women was very sad because women had no rights on their persona. Women had a very hard role in life because they were expected to follow the gender roles that society imposed. Education is another factor that affected womens lives during the nineteenth century. Women rarely had an education and if they did they were not allowed to work (Frome126). If women did not have an education there was no way they could make a living without a man. Women felt obligated to their husbands because they had no way of earning an income. Womens only education included housewife duties, which were the only things they knew how to do. Mens roles were very significant in rural New England. Men had big responsibilities because It was the duty of husbands like Ethan Frome to provide their families with the necessities of life, to treat their wives with courtesy, and to behave responsibly in financial affairs (Frome126). The mans main purpose was to take care of his wife economically. Men knew that a woman could not live by herself during that era; there was no way she could survive by herself. Men felt obligated to his wife because society imposed it. Many men feared of violating social norms because they treated social norms as laws. Men thought if they violated societal rules they were breaking the law. It is known that men were the ones who usually had an education and if they did not, they usually worked outside of the home like in Ethans case. Men had more opportunities of receiving an education than women. Many critics say that during the Ethan Frome era, divorce was rare and socially criticized. Many couples who did not love each other felt forced to live with one another because of societal rules. Many couples during the Ethan Frome era did not divorce because divorces became permissible after that era. Life in todays world is very different from the nineteenth century. Today womens roles are not like back then. In todays world women have the same rights as men. There are many women that decide living in singlehood. Many women live better lives in singlehood because some women are not wife like. Women do not depend on men for a living. Womens roles in todays era do include housewife duties but not all women work as housewives. Many women today are the ones who provide the family financially and some men do the duty of a housewife. There are also women who are single mothers that provide for their children by themselves. Many women in todays world decide to receive an education and end up receiving high salaried jobs. Today, there are laws that prohibit job discrimination because of gender, race, or color. Many women today have better work positions than males. In todays modern world women are admired for working outside of home because they also perform the duty of a housewife. Mens roles are similar and different from the early nineteenth century. Some still feel obligated to provide for their families financially, and others do not. In todays modern world men do not feel obligated to stay with a person they do not love. Men do not have the same responsibilities like in Ethans case. Men know that a woman can sustain herself without him. Mens marriage responsibilities include working and providing family with love and necessities. Education for men is still viewed the same like in the nineteenth century. Many men attend school to pursuit a degree. Men in todays world are offered different types of jobs. People without an education can also have a decent living. Divorce is not seen rare in todays world. Divorces occur almost every day. Women do not feel obligated to stay married because they do not depend on a mans income for a living. Many couples divorce after a couple of months or even days. Divorce is not socially criticized like in the early nineteenth century. People think of divorce as something natural that occurs every day. Divorce rates keep on rising because some people marry too early, without having nurtured their relationship. Some people today do not take a marriage as something serious that lasts for life. Zeenas life would be different if she lived in todays modern world. Zeenas life would be different because she seems to be the type of woman that lives in singlehood. Zeena does not seem to be a good marriage partner. Zeena did not comply with a womens responsibility during the nineteenth century. According to Helen Killoran, Zeena only causes Ethan problems by complaining about her health and spending money on medicines (n.pag.). A woman was not supposed to cause her husband any financial problems like Zeena did to Ethan. Zeena believes she does not have to do house hold chores because it is Ethans duty to pay her back for all the caring she did for his parents (Travis n. pag.). Zeena would be better off alone in todays world because she only ruins her partners life by having a negative attitude. Kathy A. Fedorko describes Zeena as an adult incapable of showing or receiving love (57). In todays modern world divorced women can survive without a male partner, Zeena does not need to be stuck with Ethan. Most likely Zeena would be in better health and financially stable. Zeena has good nursing skills which would give her good income in todays world. Zeena would not have economic, social, or matriarchal problems. People today interact with one another all the time. Zeenas social isolation would not be a problem because technology in todays world has been modernized. Ethans life during the nineteenth century is very terrifying. R.B. Hovey states that, Sex among the Ethan Frome people was hardly casual; divorce if not unthinkable, was most unlikely proceeding (n. pag.). It is evident that Ethan did not have sex with his wife because she was always in bed complaining about her health. Ethan suffered in his marriage because Zeena gave him no love or intimacy. Ethan has many matriarchal responsibilities that prevent him from finding happiness with the woman he loves. Ethan feels financially obligated to Zeena because of gender differences and social norms. Ethan knows Zeena depends on him financially, therefore he cannot abandon her. Another obstacle for Ethan is his inability to break social customs. Ethan would not care of breaking social customs in todays world. Lionel Trilling believes Ethan is trapped when he must choose between his habituated duty to his wife and his duty and inclination to the girl he loves (45). Ethans life would have more me aning if he lived in todays modern world. Ethan would not feel forced to live with a woman he does not love. Ethan would have the opportunity of meeting someone who gives him passion and tranquility. Ethan never has tranquility with Zeena because she always finds a way to make his life miserable. Ethan feels socially obligated toward Zeena. Another reason for Ethans miserable marriage is his silence. Ethan is always silent and never expresses his feeling to Zeena. Ethans financial status would also be different in todays world because Ethan would have a degree in engineering, which was one of his dreams. Ethans social life would be better because, life is not isolated like in the nineteenth century. It seems clear that the cause of Ethans isolation is the environment. Ethans house is described as being one of those lonely New England farmhouses that make the landscape seem even lonelier (Wharton 8). The houses in rural New England describe the lives of the citizens. People today interact with one another every day. Ethan always dreamed of living in a big city with big libraries, he could have fulfilled his dreams in todays world. Life during the nineteenth century was very hard because of isolation, gender roles, and responsibilities. Ethan and Zeena would be stable financially and socially because life today is extremely different from the nineteenth century. Ethan and Zeenas marriage was deteriorated because of the environment and social customs during their lifetime. People today must feel lucky to have all the luxuries such as cars and telephones that did not exist during Ethans life.

Essay --

In 1861, conflicts and tension between the northern and southern United States erupted into the Civil War, the bloodiest war in American history. Economic differences existed between the north and south, which made the Civil War inevitable. The south’s economy was largely agriculturally based and dependent on slave labor, while the north was more industrial and based on free labor. The issue of slavery is often cited as the main cause of the Civil War, but it is actually the economic dependency of the South on slavery that caused the Civil War. Slavery being the backbone of the South led to conflict on whether or not states should be admitted as free or slave states, which could potentially tip the balance of free states vs slave states’ representation in the Senate. The North and South being so radically different in economy and culture created conflict between them. Their differences actually made the Civil War an inevitable event, because as the saying goes, â€Å" United we stand, divided we fall†. Their differences divided the country, ultimately leading to the Civil War. Starting from the end of the American Revolution, the north had developed differently than the south. This was largely due to differences in geography. There were more seaports in the north, and factories became more prevalent. A commercial economy resulted. Roads and canals were built, and cities grew. Many people were merchants, manufacturers, lawyers, and salesmen. The north became more and more metropolitan. There were still farmers living in the north, but they differed from southern farmers in that they used more modern technology to farm and became more efficient. Farming was easier in the north than the south as well, because of the south’s difficult ... ...t states, â€Å"Upon the whole, therefore, it is the judgment of this court, that it appears by the record before us that the plaintiff in error is not a citizen of Missouri, in the sense in which that word is used in the Constitution; and that the Circuit Court of the United States, for that reason, had no jurisdiction in the case, and could give no judgment in it. Its judgment for the defendant must, consequently, be reversed, and a mandate issued, directing the suit to be dismissed for want of jurisdiction.† This meant that Scott was not considered a citizen, so he had no rights, could not sue, and had to remain a slave. The court further ruled that banning slavery was unconstitutional, since slaves were property and property is protected under the Constitution.The controversy over slavery was intensified,and further deepened the rift between the north and the south.

Essay --

Mrs. Elvira Medeiros went on to explain that as professionals it is our responsibility to concentrate on cognitive, physical, and social-emotional learning. I then asked her how she believes that the teachers of Creative Kids are able to achieve this goal, she said, â€Å"Our goal for all individuals (children) to attain knowledgable information in order to continue the developmental growth process through academically prepared lessons that will undoubtedly challenge every individual and promote development.† The teachers and children of Creative Kids Preschool and Day Care is not a familiar place for me as a professional setting. I have visited this school before only because my Aunt is teacher and caretaker for these children. The reason for my visit was a family matter however, the most recent visit was a professional/academical matter. I was able to sense that Creative Kids Preschool and Day Care provides a â€Å"home† and nurturing environment where children can feel safe and are free to enjoy the activities provided to them on a day to day basic with the help of teachers. While speaking with a few of the other teachers I could sense the amount of positive energy that they display for their kids and how they interact with the children. It almost made me want to change into the Education field. Key word, almost. During story time, I must say it was a bit difficult to capture the children’s focus because they just had play time. Therefore, they were a bit rowdy, which is normal for children. Thankfully, the teachers were able to quite the children within the matter of minutes. They did that by turning off the lights, for the children that usually means quite time. If that does not work the first time they use the 1, 2, 3 Method to qui... ...elt while applying for jobs as an Athletic Trainer. A few more questions that I asked Mrs. Medeiros was what drew her to working with children and she explained, â€Å"As a mom, children will always be a part of my life regardless when all my children grown up to be adults and get married.† Her comment about her children growing up and getting married was very touching because that is something my mother would also say. I suppose it is mothers instinct or intuition to feel this way. I intend on visiting the children of Creative Kids Preschool and Day Care due to there welcoming spirit towards me. The teachers were more than gracious towards me and suggested that I visit again for story time. Due to the children’s participation and involvement of story time, the teachers believe that it would contribute the development of the students comprehension and associative skills.

Philippine War :: essays research papers

The Philippine War   Ã‚  Ã‚  Ã‚  Ã‚  I don’t believe the Philippine War was justified. There are more ways than war to solve the annexation of the Philippines. I agree on some of the policies, but not all of the policies, that were in place during that time period.   Ã‚  Ã‚  Ã‚  Ã‚  I believe the war was not justified for a number of reasons. The ratio of dead to wounded was higher than it was in the civil war which is considered one of the saddest wars in this country’s history. In the civil war, the ratio was one wounded to five killed, where as in the Philippine War, the ratio was one wounded to twelve killed. America instead of trying to peacefully resolve the situation, decided that force was a more potent way to talk and guarantee control of the newly gained possession. I would use war as a last result, trying diplomacy first. It was good that the United States was freeing a country from an immoral government, but there are better ways to solve the controversy of what to do with the new annexation.   Ã‚  Ã‚  Ã‚  Ã‚  There were several policies in place at the time, some which were put into place before the war, some during the war, and some after. The ratification of the annexation process was long and difficult. There were debates as to how to treat the Filipino people. One suggestion was to treat the Filipinos as dependents, and not citizens, like the Native Americans came to be treated. Many of the imperialists believed that the Filipinos were savages and harsh policies would give America control. The anti-imperialists were not exactly sure whether to treat them as peers or to set them free. I would treat them as equals, as normal people, as they are like everyone else. At the time they might not have been as technologically advanced as we were, and their government may have seemed primitive to ours. I think we should have worked with them to help create a government, rather than occupy and just take over.   Ã‚  Ã‚  Ã‚  Ã‚  Another policy that occurred because of the war was the â€Å"open door† policy. America had much interest in Asia, and the Philippines provided a door to China. America viewed China as a weak country, and was afraid that other countries might attack China, take over, and exploit it. The annexation of the Philippines gave America the opportunity to â€Å"protect† china. So the Americans proposed an open door policy, where each country in the treaty were allowed a place of influence, where china had to respect the laws of the countries, but were allowed to collect tariffs.

Learning Activaties Essay

When working with children especially children who you support in class you will be given the opportunity to input your own ideas into the teachers planning, as you have your own areas of expertise or if you are a one-to-one you will have your own knowledge of the child you work with. When you work with children with special needs they will need more structure in the activities that they do every day and you will be aware of their strengths and weaknesses. The child that I work with in school has a range of difficulties from social communication difficulties to a speech and language problem. Everyday is different because he is so interchangeable, one day he will sit and work with me and the next he will not want anything to do with me, sometimes this makes it hard as most of the work we do is structured around work given by various professionals who come into school to support him (speech and language, education psychologist, communication and interaction team and learning support). Because I work with him every day I can see what works with him and what doesn’t and just about daily I have to give feedback to her so that we can both plan the lessons for him for the next day. Here are a few examples of when I have offered constructive suggestions in supporting planned learning activities:- I was sat with the teacher one morning before the children came into school because that is when we do our planning for the child I support or we modify anything that he has to be supported with in class. I noticed that the teacher had planned an arts and craft lesson that involved the use of tissue paper, the child that I support does not like the touch or feel of tissue paper (I had done an activity with him the other week which had resulted in him refusing to anything else with the tissue paper has he did not like the feel he got so upset and I had to put the tissue paper away). I mentioned this to the teacher because I wanted my child to be involved with the lesson but I did not what them to disrupt the rest of the class. So we decided that we would alter the materials we were using not just for the child that I support but for the whole class so that he could feel included in the whole lesson. Another example was when I was working with a group of children doing a numeracy lesson. The lesson was about rounding numbers up to the nearest ten, I had a group of six children one of which as special needs first the teacher explained to them in class what they were expected to and told them how to do it, I then took the six children out side of the class and supported them with the lesson. The children found the task very difficult and could not grasp the idea of rounding off numbers to the nearest ten. When I took them back into the class room I talked to the teacher and explained that most of them found the task hard and suggested that we modify the task by letting them use a number line to help then see how to round the numbers off to the nearest ten. She agreed that i was right and said that it was a good idea for tomorrow’s numeracy lesson. By doing this I gave constructive suggestions to the teacher and supported planned learning activities.

Intro to Public Relations Notes

The Challenge of Public RelationsPR is multifaceted ?A public relations professional must have skills in ?Written and interpersonal communication ?Research ?Negotiation ?Creativity ?Logistics ?Facilitation ?Problem solving Global ScopeThe public relations industry is growing in many nations ?Almost $8 billion spent each year in the US ?Expected growth of 23% in Asian revenue in the next five years ?Annual spending of $2. 2 billion in China A Variety of DefinitionsA number of definitions have been formulated over the years Cutlip, Center, and Broom, Effective Public Relations ?Public relations is the management function that identifies, establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or failure depends. ?Glen Cameron, University of Missouri ?Public relations is the â€Å"strategic management of competition and conflict for the benefit of one's own organization-and when possible-also for the mutual benefit of the organization and its various stakeholders or publics. † ?Public Relations Society of America (2012) Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics ?Kevin Trowbridge (2012) ?Public relations is the communication management function through which organizations build and maintain mutually beneficial relationships with the public on whom the organization's success or failure depends.Public Relations – Key Terms†¢Communication†¢Management†¢Build and Maintain†¢Mutually Beneficial†¢Relationships†¢Organization†¢Publics RPIE†¢Research†¢Planning†¢Implementation†¢EvaluationDifferences between Journalism and PR Journalists|PR Professionals| Use only two components (writing and media relations)|†¢ Use many components| †¢ Are objective observers|†¢ Are advocates| †¢ Focus on a mass audience|†¢ Focus on def ined publics| †¢ Use only one channel|†¢ Use a variety of channelsDifferences between Advertising and PR Advertising|Public Relations| †¢ Works through mass media|†¢ Relies on a variety of communication tools| †¢ Addresses external audiences|†¢ Targets specialized audiences| †¢ Is a communications function|†¢ Is broader in scope| †¢ Is a communication tool in PR|†¢ Fills a support role| †¢ Sells goods and services|†¢ Creates a favorable environment for an organization's survival|How PR Supports Marketing†¢Eight ways public relations supports marketing ?Develops new prospects ?Provides third party endorsements ?Generates sales leads ?Paves the way for sales calls ?Stretches dollars ?Provides inexpensive literature ?Establishes credibility ?Helps sell minor products Differences between Marketing and PR Marketing|Public Relations|†¢ Is concerned with customers and selling products or services|†¢ Is concerned wit h building relationships and generating goodwill|†¢ Deals with target market, consumers, and customers|†¢ Deals with publics, audiences, and stakeholders|Toward an Integrated Perspective: Strategic Communication†¢Concept of integration: ?To use a variety of strategies and tactics to convey a consistent message in a variety of forms†¢Global/Multicultural†¢Research based†¢Relationship focused†¢internet/new media oriented†¢Toolbox-driven tacticsA Changing Focus in Public Relations†¢The evolution of the role of PR beyond publicity and media relations†¢Growth for PR professionals in health care, consumer goods, financial services, and technology†¢Crisis management in the larger context of strategic management of conflict Personal Qualifications and Attitudes Six Essential Abilities ?Writing skills ?Research ability ?Planning expertise ?Problem-solving ability ?Business/economics competence ?Expertise in social media 5 Emerging Trends in PR†¢Storytelling (and â€Å"story selling†)†¢Quantification†¢Visual Communications†¢Proactive and Predictive Monitoring†¢Adaptation 10 sills PR Pros will need in 2020†¢Advertising Copywriting†¢Video Editing/Production†¢Mobile†¢Social Content Creation/Curation†¢Analytics†¢Search Engine Optimization†¢Speed to Information†¢Programming Skills†¢Managing Virtual Teams†¢Blogger OutreachWhat Employers Want: 10 Qualities Good writing†¢IntelligenceCultural literacy†¢The ability to recognize a good story when you see one†¢Media savvy†¢Contacts†¢Good business sense†¢Broad communications experience†¢Specialized experience†¢Fresh perspective Organizational Roles†¢Communication technician roles ?Taking photographs ?Writing brochures ?Preparing news releases ?Organizing events†¢Communication manager roles ?Making communication policy decisions ?Overseeing multiple communication strategies ?Supervising employees responsible for tactics The Value of Internships†¢Win-win situation for both the student and the organization Many major PR firms have formal internship programs ?Edelman Worldwide (Edel-U) ?Weber Shandwick (Weber University) ?Hill and knowlton ?Ketchum Salaries in Public Relations†¢The national median salary for experienced professionals ?Approximately $85,000 for practitioners with 7 to 10 years of experience ?Over $150,000 for practitioners with more than 20 years of experience†¢In general, women working in the PR field earn less than men ?Factors that could lead to gender discrepancies ?The number of years in the field ?Technician duties versus managerial responsibilities ?The nature of the industry The size of the organization ?Women's attempts to balance work and familyThe Value of Public Relations†¢A service to society†¢Informative†¢Relevant†¢Earned influence through managing competition and co nflictA Brief History of Public Relations†¢In the beginning†¦ ?Moses and Aaron ?800 years later – Aristotle (â€Å"Father of Rhetoric†) ?300 years later – Jesus Christ ?†No one in history, before or since, could match his skill as a storyteller, a critical skill for public relations practitioners. † ?Then – the Apostle Paul†¢Ancient beginnings ?The Rosetta Stone ?Julius Caesar ?The Church Public relations in colonial America ?Promoting settlement ?Struggle for independence ?Boston Tea Party, Thomas Paine, Federalist Papers†¢The age of the press agent ?The age of hype ?Davy Crockett, Buffalo Bill, Annie Oakley ?Press agent tactics ?The master of pseudoevent: P. T. Barnum ?Tom Thumb, Jenny Lind†¢Public relations grows as America grows ?Settling the American West ?Railroad promotion techniques†¢The rise of politics and activism ?Political beginnings ?Amos Kendall ?Activists ?Abolitionists ?Prohibitionists ?Women's ri ghts advocates ?Environmentalists†¢Modern public relations comes of age ?Henry Ford Positioning and accessibility ?Ivy Lee ?First public relations counselor ?Rockefeller ?Colorado Fuel and Iron Company labor strike ?George Creel ?WWI ?Edward Bernays ?Father of modern PR†¢Public relations expands in postwar America ?Rapid growth in all areas of public relations along with the development of mass media ?able to capture and seize information and give it to the media/people†¢Evolving practice and philosophy ?1800s to 1920s from press agentry to public information to scientific persuasion ?centered around the wars: How effective is propaganda? How do we pursued people that what we're doing is good? 1950s and '60s – Relationship building ?Necessitated by activism ?What was happening was about people, giving people equality, seeing people as unique and equal beings ?1970s and '80s – Managerial approach ?Investor relations and MBO (Management by Objective) ?MBO = Managerial approach PR adapted to ?1990s and '00s – Relationship management ?relationship building as well as relationship maintaining Four Models of Public Relations†¢Gruing and Hunt: ?Press agentry/publicity ?age of hype associated with P. T. Barnum ?Public information ?Ivy Lee, Edward Bernays comes in at the end of public information ?Two-way asymmetric listen to the people and tailor around their wants and needs ?Two-way symmetric ?the â€Å"ideal† mode of practice ?goal is to identify policies and actions that are mutually beneficial to both parties ?collaborative ?openness for the organization to change itself based on the consumerTrends in Today's Practice of Public Relations†¢Feminization of the field ?70% of PR practitioners are women ?Women earn less money than men ?Recent research ?PR was one of the first fields that allowed women to display their abilities†¢The importance of diversity ?Minorities constitute 36% of US citizens ?Hispanics are the fastest growing group Minority practitioners lag behind population trends ?Professional groups seek to encourage minority practitioners ?†Who do people trust? They trust people most like themselves. † ?Religious, gender, race, etc.†¢Other major trends in public relations ?Transparency ?Didn't become a trend until two-way asymmetric/symmetric ?An ever-broadening social medial toolbox ?Increased emphasis on evaluation ?Showing ROI (return on investment); showing that what we do has results ?Managing the 24/7 news cycle ?New directions in mass media ?Outsourcing to public relations firms ?The importance of lifelong learning looking for opportunities to develop yourself professionally; learning doesn't stop when school does A Growing Professional Practice†¢The Public Relations Society of America ?The largest national public relations organization in the world ?The Public Relations Student Society of America (PRSSA)†¢The International Association Business Communications ?The second-largest organization of communication and public relations professionals†¢The International Public Relations Association ?A London-based global organization Professionalism, Licensing, and Accreditation†¢Professionalism ?Professional practitioners should have: A sense of independence ?A sense of responsibility to society and public interests ?Concern for the competence and honor of the profession ?A higher loyalty to the profession than to an employer ?Careerist versus professional values ?Technician mentality†¢Licensing ?Advocates ?Defines PR, unifies curricula, unifies standards, protects clients, protects practitioners, raises practitioners' credibility ?Opponents ?Violates 1st amendment, malpractice laws exist, states license but PR works nationally/internationally, ensures only minimum competence/ethics, increased credibility not ensured, expensive Accreditation ?†Certification† by professional organizations ?PRSA and IABC o ffer accreditation Public Relations Departments†¢Importance of PR in today's organizations ?PR pros seen as strategic communication managers ?PR offers 184% ROI ?CEOs want communication that is strategic, research-based, and two-way†¢Organizational factors determined the role of public relations ?Large vs. small firms ?Management perceptions ?C-suite attitudes/reporting issues ?Capabilities of the public relations executive†¢How public relations departments are organized ?Leader titles ?Reporting hierarchy Size of departments†¢Common divisions found in large corporations ?Media relations, investor relations, consumer affairs, government relations, community relations, marketing communications, and employee communications Line and Staff Functions†¢Line manager ?Delegates, sets goals, hires, influences others' work†¢Staff function ?Little direct authority ?Indirectly influence others' work through suggestions, recommendations, advice ?PR is a staff functi on†¢Access to management ?PR influence is linked to access to top management ?Recommendations to management help in formulating policyLevels of Influence†¢Advisory: Management has no obligation to request or act on recommendations ?Purely advisory practitioners are often ineffective †¢Compulsory-advisory: Management is required to listen to public relations' perspective before acting †¢Concurring authority: PR and others must agree on an action Sources of Friction †¢Legal ?Differences on public statements †¢Human Resources ?Differences regarding employee communications †¢Advertising ?Competing for resources ?Philosophical differences †¢Marketing ?Focuses on one public: current or prospective customers The Trend toward Outsourcing Almost 90% of Fortune 500 companies use outside PR counsel in varying degrees ?The need for additional â€Å"arms and legs† ?To obtain a unique perspective and market insight Global Reach †¢Firms and their offices or affiliates are situated in most of the world's major cities and capitals †¢Substantial revenues from international operations Public Relations Firms †¢Firms have regional, national, and global reach †¢PR Firms can complement in-house expertise ?PR Firms offer diverse services †¢Rapid growth of PR firms †¢Emphasis on the counseling aspect †¢The rise of communication conglomerates Many firms are owned by communication conglomerates and thereby can offer integrated services (i. e. , PR and advertising expertise) through affiliates ?The reason for acquisition of PR firms ?Natural evolutionary step of integration ?Economic interest †¢Structure of a counseling firm ?Depends on size of firm ?Small firm may only have owner and one or two associates ?Large firms have an extended hierarchy Pros and Cons of Using a Public Relations Firm Advantages |Disadvantages| †¢ Objectivity| †¢ Part-time commitment| †¢ Skills and expertise| †¢ Need for long briefing| †¢ Extensive resources| †¢ Internal resentment| Offices throughout the country| †¢ Need for direction| †¢ Problem-solving skills| †¢ Need for information and confidence| †¢ Credibility| †¢ High costs| Fees and Charges †¢Basic hourly fee, plus out-of-pocket expenses ?Most widely used among large firms †¢Retainer fee †¢Fixed project fee †¢Pay for placement ?Seldom used Class Notes 1/28/2013 ?Ivy Lee and Edward Bernays are essential to Public Relations ?Bernays = father of modern public relations ?Public Relations Anagrams ?Crap Built On Lies ?Spout Brilliance ?Social Blueprint understand the bigger picture, map out a strategy, give instructions to people involved ?shift came with industrialization ?Ivy Lee – first pr counselor; first to say it's not just publicity ?declaration of principles (pg 49 in book) ?Advancing the concept that business and industry†¦ ?Dealing with top executives and carrying out†¦ ?Maintaining open communication with the news media ?Emphasizing the necessity of humanizing business†¦ Class Notes 2/4/2013†¢ Four essential steps of Public Relations†¢ Research situation – organization – publics†¢ What is Research? –What do you think of when you think of research?†¢ Science†¢ Studies†¢ Statistics†¢ So much!†¢ Searchable BackgroundChapter 5-6 Overview ?The four essential steps of effective public relations ?Research: The first step ?Research methods ?Planning: The second step Research: The first step ?Situation ?Organization ?Publics ?What is research? ?A form of listening ?Asking questions and looking for answers ?Essential to any public relations activity or campaign Questions to ask before research design ?What's the problem (or opportunity? ) ?organization ?situation ?publics ?Kind of information needed? ?How will results be used? ?Public (or publics)? ?Who should do it? ?How will data be analyzed/reported/applied? ?Timetable? ?Budget? Using Research ? Ways to research ?Achieve credibility with management ?Executives want facts, not guesses and hunches. ?Define/segment publics ?Gathering detailed information about demographics, lifestyles, characteristics, and consumption patterns helps to ensure that messages reach the proper audiences ?Formulate strategy Test messages ?Research can determine which message is most salient to a target audience ?Prevent crises ?An estimated 90% of organizational crises are caused by internal operational problems rather than by unexpected natural disasters or external issues ?Professionals can prevent a conflict or crisis through environmental scanning and other research tactics ?Monitor competition ? Organizations keep track of what the competition is doing ?Research on the competition can be done with surveys, content analysis of the competition's media coverage, and reviews of industry reports in trade journals Generate publicity ?Polls and surveys can generate publicity for an organization ?Measure Success ?The bottom line of any public relations program is whether the time and money spend accomplished the state objective Research Methods ?Types of Research ?Informal research ?Unplanned/spontaneous, Uncontrolled, Unsystematic ?Formal Research ?Planned, controlled, systematic ?Secondary research ?existing information ?Primary research ?New/original information ?Methodological Approaches ?Historical/Critical ?Rhetorical/textual/content analysis ? Qualitative Exploratory, rich data, often not generalizable ?Focus groups, in-depth interviews, observations ?Quantitative ?Descriptive/explanatory, often generalizable ?Mail surveys, telephone polls Qualitative vs. Quantitative Qualitative Research|Quantitative Research| â€Å"Soft† data|†Hard† data| Usually uses open-ended questions, unstructured|Usually uses closed-ended questions, requires forced choices, highly structured| Exploratory in nature; probing, â€Å"fishing expedition† type of research|Descriptive or explanatory type of research| Usually valid, but not reliable|Usually valid and reliable| Rarely projectable to larger audiences|Usually projectable to larger audiences| Typically uses nonrandom samples|Typically uses random samples| Examples: Focus groups; one-on-one, in-depth interviews; observation; participation; role-playing studies; convenience polling|Examples: Telephone polls; mail surveys, mail-intercept studies; face-to-face interviews; shared cost, or omnibus, studies; panel studies| Research Techniques ?Organizational materials ?read every piece of information on an organization's website ?Library and online databases Journal of Public Relations Research ?Internet ? Any number of corporations, nonprofit organizations, trade groups, special-interest groups, foundations, universities, think tanks, and government agencies post reams of data in the Internet. ?Content analysis ?The systematic and objective counting or categorizing of content ?In public relations, content often is selected from media coverage of a topic or organization ?Interviews ?Personnel faced with solving a particular problem often â€Å"interview† other public relations professionals for ideas and suggestions ?Focus groups This technique is widely used in advertising, marketing, and public relations to help identify the attitudes and motivations of important publics ?Copy testing ?A draft of a material/message tested on a group of people before it is sent out to the public; can happen within a focus group ? Scientific sampling methods Random Sampling ?Probability Sampling ?Everyone in the target audience has an equal chance of being selected ?Nonprobability sample is not random ?Most precise random sample is selected from list naming everyone in the target audience Sample Size Usually a sample of 250 to 500 people will provide data with a 5 to 6 percent margin of error ?A sample of 100 people will provide about a 10 percent margin ?responses could go 10% either way Reaching Respondents ? Mail questionnaires ?Telephone surveys ?Personal interviews ?Piggyback surveys ?Web and e-mail surveys Research: Let's Practice ?What's the problem (or opportunity)? ?Kind of information needed? ?How will results be used? ?Public (or publics)? ?Who should do it? ?How will data be analyzed/reported/applied? ?Timetable? ?Budget? *Articulate the benefit, value, or need for public relations – possible quiz/test question Planning: The Second Step ?Planning must be strategic and systematic ?Planning involves the coordination of multiple methodsElements of a Public Relations Plan1. Situation Analysis ?Public relations professionals cannot set valid objectives without a clear understanding of the situation that led to the conclusion that there was a need for a public relations program 2. Goals 3. Key Publics (or Target Audiences) ?Public relations programs should be directed toward specific and defined audiences or publics 4. Objectives ?Once the situation or problem is understood, the next step is to establish objectives for the program. 5. Strategies ?A strategy statement describes how, in concept, a campaign will achieve objectives; it provides guidelines and themes for the overall program 6. Tactics ?Tactics describe, in sequence, the specific activities that put strategies into operation and achieve the stated objectives 7. Materials 8. Activities Calendar/Timeline/Responsibilities (WBS) ?The three aspects of timing in a program plan are deciding when a campaign should be conducted, determining the proper sequence of activities, and compiling a list of steps that must be completed to produce a finished product 9. Evaluation/Measurement The evaluation element of a plan relates directly back to the state objectives of the program. objectives must be measurable in some ways to show clients and employers that the program accomplished its purpose 10. Budget ? Both clients and employers inevitably ask, â€Å"How much will this program cost? † Holy GOST of Public Relations Planning ?Goals – Where you want to go ?Objectives – How you know when you get there ?Desired Result: Awareness, Acceptance or Action ?Key Public ?Measure/Level of Accomplishment ?Timeframe/Deadline ?Strategies – How are you going to get there ?Tactics – What you'll need to get there The GOST must be aligned! Planning: Let's Practice ?Goals ?Objectives ?Strategies ?Creative ?e. g. , themes, messages Implementation: The Third Step ?Implementation ?May be called â€Å"communication† ?Or may be referred to as â€Å"execution† ?Is the process and the means by which objectives are achieved (i. e. , strategy is implemented) ?Tactics are developed to implement the plan ?Logistics are managed Public relations is the communication management function through which organizations build and maintain mutually beneficial rel ationships with the publics on whom the organization's success or failure depends. Communication: the systemic process of creating meaning Goals of Strategic Communication ?Awareness ?Message exposure ?Public relations personnel provide materials to the mass media and disseminate other messages through controlled media such as a newsletters and brochures ?Accurate dissemination ?The basic information, often filtered by media gatekeepers, remains intact as it is transmitted through various media ?Acceptance ?Attitude change ?the audience not only believes the message but also makes a verbal or mental commitment to change behavior as a result of the message ? Action ?Behavior change Members of the audience actually change their current behavior or purchase the product and use it Making Sure the Audience Receives the Message ?Schramm's model ?Source > Encoder > Signal < Decoder < Destination ?Expanded reflects two-way communication ?Grunig's model of symmetrical communication ?Understanding is the principle objective of public relations rather than persuasion Making Sure the Audience Pays Attention to the Message ?Theoretical perspectives ?Lasswell's definition of communication ?†Who says what, ?in which channel, ?to whom, ?with what effect? † ? Media uses and gratification ?Passive audiences Active audiences Making Sure the Audience Understands the Message ?Importance of language ?Understand cultural differences ?Check writing for simplicity and clarity ?Readability formulas: Flesch, Cloze ?Use symbols, acronyms, easy-to-remember slogans ?Avoid jargon, cliche, hype, euphemisms, discriminatory language Making the Message Credible ?Source credibility ?The problem of source credibility is the main reason that organizations, whenever possible, use respected outside experts or celebrities as representatives to convey their messages ? Context of the message ?Action (performance) speaks louder than a stack of news releases Involvement ?Involvement is interest in or concern about an issue or a product Making the Message Memorable ?Repetition ?Necessary because all members of a target audience don't see or hear the message at the same time ?Reminds the audience, so there is less chance of failure to remember the message ?Remember the message ?Can lead to Improved Learning and increase the chance of penetrating audience indifference or resistance ?Offsets the noise surrounding the message ?Contributes to credibility ? Delivering information in a variety of ways via multiple communication channels Communication Channels ?Face to Face Mediated ?Owned Media ?Paid Media ?Earned Media ?Shared Media Making Sure the Audience Acts on the Message ?Everett Rogers' Diffusion of Innovations ?A process by which any innovation is diffused through certain channels and then adopted over time among members of a social system Innovation: Anything New (e. g. , Idea, Method, Product, Service, etc. ) ?Relative Advantage ?The degree to which an innovation is perceived as better than the idea it replaces ?Compatibility ?The degree to which an innovation is perceived as being consistent with the existing values, experiences, and needs of potential adopters Complexity ?Degree to which an innovation is perceived as being easy to adopt ?Trialability ? The degree to which an innovation may be experienced on a limited basis ?Observability ?The degree to which the results of an innovation are visible to others Stages of the Adoption Process ?Awareness ?A person becomes aware of an idea or a new product, often by means of an advertisement or a news story ?Interest ?The individual seeks more information about the idea or the product, perhaps by ordering a brochure, picking up a pamphlet, or reading an in-depth article in a newspaper or magazine ?Evaluation The potential consumer evaluates the idea or the product on the basis of how it meets specific needs and wants. Feedback from friends and family is part of this process ?Trial ?The person tries the product or the idea on an experimental basis, by using a sample, witnessing a demonstration, or making qualifying statements such as â€Å"I read†¦Ã¢â‚¬  ?Adoption ?The individual begins to use the product on a regular basis or integrates the idea into his or her belief system. â₠¬Å"I read†¦Ã¢â‚¬  becomes â€Å"I think†¦Ã¢â‚¬  Evaluation: The Fourth Step ?Evaluation is the measurement of results against agreed-upon objectives established during planning Evaluation improves the public relations process Three Kinds of Evaluation ?Ongoing ?Summative ?Formative (Research? ) Basic Evaluation Questions ?Adequately planned? ?Message(s) understood? ?How could strategy have been more effective? ?Audiences reached? ?Objectives achieved? ?What was unforeseen? ?Budget met? ?Future improvements? Objectives: Prerequisites for Measurement ?Develop a clearly established set of measurable objectives ?Outcome ?Awareness ?Acceptance ?Action ?Output Measurement and Evaluation Status ?3 Levels of Measurement ?Basic ?Measuring ?Targeted Audiences Impressions ? Media Placements ?Intermediate ?Retention ?Comprehension ?Awareness ?Reception ?Advanced ?Behavior Change ?Attitude Change ?Opinion Change Measurement of Message Exposure ?Compile clippings/mentions ?Most widely used metric ?Media Impressions ?Placement x circulation/viewership/listenership ?Internet hits ?Advertising equivalency ?Space/time x advertising rate ?Systematic tracking ?Analyze volume and content of media placements ?Information requests ?Cost per person ?Audience attendance Measurement of Audience Awareness, Attitudes, and Action ?Audience awareness ?survey day-after recall ?Audience attitude ?related to awareness ?baseline/benchmark studies ?Audience action ?the ultimate objective of any public relations effort ?measure desired behaviors Chapter 7 – Public Opinion and Persuasion Overview ?What is public opinion? ?Opinion leaders as catalysts ?The role of mass media ?The role of conflict ?Persuasion in public opinion ?Factors in persuasive communication ?The limits of persuasion What is public opinion? ?Three aspects about public opinion formation ?Society is passive Psychologists have found that the public by and large tends to be passive ?Society is segmented ?One issue may engage the attention of a part of the population with a particular vested interest, whereas another issue arouses the interest of another segment ?Society is divided ? People have some opinions that may conflict or compete with others' opinions about the same issue. People also sometimes hold contradictory opinions or attitudes ?Public Opinion is powerful ?Activate public through public opinion ?Identify key publics through analysis of public opinion What do you think? What is the role of opinion leaders in the formation of public opinion? Opinion Leaders as Catalysts ?Opinion leaders can be formal or informal ?Interested in a particular issue ?Knowledgeable on a given topic ?They help frame and define issues that often have their roots in individuals' self-interests ?It is through the influence of opinion leaders that public opinion often crystallizes into a measurable entity ?The flow of opinion ? Multiple-Step Flow ?Opinion makers derive large amounts of information from the mass media and other sources and share that information with people The attentive public is interested in the issue but rely on opinion leaders to synthesize and interpret information ?The inattentive public are unaware of or uninterested in the issue and remain outside the opinion-formation process ?N-Step Theory ?N-step theory states that individuals are seldom influenced by only one opinion leader but actually interact with different leaders ?Diffusion Theory ?Individuals adopt new ideas or products in five stages: awareness, interest, trial, evaluation, and adoption. Individuals are influenced by media in the first two steps and by friends and family members in the third and fourth steps. Each individual is a decision maker who adopts a new idea or product when they reach the final step The Role of Mass Media ?Agenda setting ?media tell the public what to think about, albeit not necessarily what to think ?Framing ?media and PR both have role in how issues are â€Å"framed,† which parts are emphasized The role of Conflict ?Conflict inherent in news frames ?Use of media for strategic agenda-building Persuasion in Public Opinion ?Persuasion is used to†¦ ?change or neutralize hostile opinions ?crystalize latent opinions and positive attitudes ?maintain favorable opinions Persuasion and Negotiation Persuasion is comparable to negotiation ?Public relations can be used as a tool leading to the alternative dispute resolution (ADR) process Factors in Persuasive Communication ?Audience Analysis ? Knowledge of audience characteristics such as beliefs, attitudes, values, concerns, and lifestyles is an essential part of persuasion. It helps communicators tailor messages that are salient, answer a perceived need, and provide a logical course of action. ?Appeals to Self-Interest ?People become involved in issues or pay attention to messages that appeal to their psychological, economic, or situational needs. Audience Participation ?Attitude or beliefs are changed or enhanced by audience involvement and participation. ?Suggestions for Action ?A key principle of persuasion is that people endorse ideas and take actions only if they are accompanied by a proposed action from the sponsor. ?Source Credibility ? A message is more believable to an intended audience if the source has credibility with that audience. ?Clarity of Message ?Many messages fail because the audience finds them unnecessarily complex in content or language ?Content and Structure of Messages ?Channels Different media with different features can be used for diverse public relations purposes. ?Timing and Contexts ?A message tends to be more persuasive if environmental factors support the message or if the message is received within the context of other messages and situations with which the individual is familiar ?Reinforcement ?People tend to ignore or react negatively to messages that conflict with their value or belief systems Appeals to Self-interest ?Appeal to psychological, economic, or situational needs ?Maslow's hierarchy of needs Audience Participation ?Workers involving in the problem solving Distribution of samples ?The act of participation encouraged by activist groups Suggestions for Action ? Recommendations for action must be clear to follow Source Credibility ?Expertise ?Sincerity ?Charisma Clarity of Message ?Public relations practitioners should ask two questions ?Will the audience understand the message? ?What do I want the audience to do with the message? Content and structure of messages ?Drama and stories ?Surveys and polls ?Statistics ?Examples ?Endorsements ?Causes and rationales ?Emotional appeals Channels ?Different media can be used for diverse public relations purposes television ?newspaper ?radio ?social networking sites ?face-to-face communication Timing and Context ?Timing and context should be considered for achieving publicity in the mass media as well as for being persuasive Reinforcement ?A public relations campaign should be in sync with an audience's core value or belief system Limits of persuasion ?Lack of message penetration ?Competing or conflict messages ?Self-selection ?Self perception Chapter 8: Managing competition and conflict Overview ?A new way of thinking: conflict and competition ?the role of public relations in managing conflict it depends: factors that affect conflict management ?the conflict management life cycle ?managing the life cycle of a conflict A New Way of Thinking: Conflict and Competition ?Public relations can be defined as the strategic management of competition and conflict ?Competition ?Conflict Role of public relations in managing conflict ?Strategic conflict management ?Conflict is inherent in public relations process ?PR professionals must develop communication strategies to manage the conflict What do you think? ?What are some real world examples of conflict management? Is conflict always bad for organizations? Why or why not? It Depends: Factors that Affect Conflict Management ?Stance-drive approach in managing conflict and competition ?External and internal variables > stance > strategy The Threat Appraisal Model ?PR professionals monitor for threats, assess those threats, arrive at a desirable stance for the organization, and then begin communications efforts from that stance ?situational demands ?resources Contingency theory ?Contingency factors ?a matrix of factors drive the stance ?The contingency continuum ?The stance is dynamic; it changes as events unfold The Conflict Management Life Cycle Proactive – to prevent a conflict from arising ?environmental scanning ?issues tracking ?issues management ?crisis planning ? Strategic – emerging conflict is identified as needing action ?risk communication ?conflict positioning ?crisis management ?Reactive – must react when conflict reaches a critical level of impact ?crisis communication ?litigation pr ?conflict resolutions ?Recovery – strategies employed aftermath to bolster or repair reputation ?reputation management ?image restoration Managing the Life Cycle of a Conflict ?Four systematic processes ?Issues management A proactive approach to ?predict problems ?anticipate threats ?minimize surprises ?resolve issues ?prevent crises ?Strategic positioning and risk communication ? Strategic positioning ?communication efforts to position the organization favorably regarding competition and conflict ?Risk communication ?an attempt to communicate risks to the public that impact health, safety, and the envorinment ?Crisis management ?Smoldering crises ?a study but the institute for crisis management found that 86% of business crises were â€Å"smoldering crises. † ?How various organizations respond to crises Coombs' crisis communication strategies ?attack the accuser ?denial ?excuse ?justification ?ingratiation ?corrective action ?full apology ?Reputation management ?The three foundations of reputation ?economic performance ?social responsiveness ?the ability to deliver valuable outcomes to stakeholders ?Image restoration ?denial ?evade responsibility ?reduce offensiveness ?corrective action ?apology Deja Vu – All over again ?Conflict management is like deja vu all over again by starting once again with tasks such as environmental scanning and issues tracking Chapter 9: Ethics and the Law Overview ?What is ethics? ?Professional guidelines ?Dealing with the news media ?Public relations and the law ?Employee communications ?Copyright law ?Fair use versus infringement ?Trademark law ?Regulations by government agencies ?Liability for sponsored events ?Working with lawyers What is Ethics? ?Value system by which a person determines what is right or wrong What Do You Think? ?How can a public relations practitioner play the role of an â€Å"ethical advocate? † The Ethical Advocate ?The ethical advocate is operating within an assigned role ?Ethical decisions are made based on the public interest ?the interests of employer/client ?professional organization code of ethics ?personal values Professional Guidelines ?PRSA Code of Ethics ?Values ?Advocacy ?Serving the public interest by acting as responsible advocates for clients or employers ?Honesty ? Adhering to the highest standards of accuracy and truth in advancing the interest of clients and employers ?Expertise ?Advancing the profession through continued professional development, research, and education ?Independence ?Providing objective counsel and being accountable for individual actions ?Loyality Being faithful to clients and employers, but also honoring an obligation to serve the public interest ?Fairness ?Respecting all opinions and supporting the right of free expression ?Provisions ?Free flow of information ?Competition ?Disclosure of information ?Safeguarding confidence ?Conflicts of interest ?Enhancing the profession Codes of Conduct ?The role of professional organizations ?public relations society of america (PRSA) and international association of business communicators (IABC) ?to set the standards and ethical behavior of the public relations profession Ethics in Individual Practice Ethics in public relations begins with the individual, and is directly related to h is or her own value system as well as to the good of society Dealing With the News Media ?Trust ?Gift giving undermines the relationship between public relations professionals and the media ? Transparency Public Relations and the Law ?Defamation ?libel (printed), slander (oral) ?making a false statement about a person or organization that creates public hatred, contempt or ridicule, or inflicts injury on reputation ?Avoiding libel suites ?four requirements for filing a libel suit ?false statement ?identified or identifiable actual injury ?negligence Employee Communications ?Product publicity and advertising ?written permission required ?Employee free speech ?freedom of expression ?employees are limited in expressing opinions within the corporate environment ?privacy vs monitoring ?FOIA and government officials ?whistle-blowing Copyright Law ?Copyright is the protection of creative work from unauthorized use ?registration is not a condition of copyright protection, but it is a prerequisite to an infringement action against unauthorized use by others ? What organizational materials should be copyrighted? How can you use the copyrighted materials of others? Fair Use Versus Infringement ?Fair use allows partial use of copyrighted material with attribution ?Permission is required if used in advertisements or promotional items ?New copyright issues on the internet have been raised ?Rule of thumb: ?get permission ?give credit The Rights of Photographers and Artists ?Freelance and commercial photographers retain ownership of their work ?The rights of freelance writers ?unless a company has a specific contract with a freelance writer to produce work that will be exclusively owned by that company, the freelancer owns his or her work Trademark Law ?Trademarks are registered words, names, symbols, or devices used to identify a product ?The protection of trademarks ?always capitalized never used as nouns (Kleenex tissues, Xerox copies) ?Trademark infringement ?the downside for a corporation who trademark becomes too commonly used Misappropriation of Personality ?A form of trademark infringement ?Unauthorized use of well-known entertainers, professional athletes, and other public figures in an organization's publicity and advertising materials Regulations by Government Agencies ?The Federal Trade Commission (FTC) ?The Securities and Exchange Commission (SEC) ?Other regulatory agencies ?The Food and Drug Administration (FDA) ?The Bureau of Alcohol, Tobacco, and Firearms ?The Federal Communications Commission Liability for Sponsored Events ?Plant tours and open houses ?Considerations ?logistics ?work disruptions ?safety ?staffing Working with Lawyers ?A cooperative relationship must exist between public relations personnel and legal counsel