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UAB Accreditation in Public Relations

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Barb Arnold, APR

APR Facilitator

Michael Henry

Technical Facilitator

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Scenario Based Question

• Activity 3.1

• Focus your study

• Understand format of APR Examination

• Encourage discussion of concepts

You are the public relations manager for a local, nonprofit homelessness organization that has

plans to expand its number of shelters within the community. The organization has

successfully raised funds to open a new shelter on the north side of town, which is an area

where there currently are no homeless shelters. The nonprofit needs to garner the support of

the greater neighborhood in order to ultimately secure a needed rezoning of land prior to

building the shelter. However, most area residents are opposed to any new shelters, for fear of

possible negative impacts to property values. Based on national homelessness studies, as

well as your organization’s work in other neighborhoods, you know that a new shelter is highly

unlikely to undermine property values.

You’re focusing efforts on educating certain publics (neighborhood organization

leaders and church leaders) on your organization’s experience with building similar shelters in

the past, as well as best-practices data available from national

organizations. You recognize that these publics can serve as an important word-of-mouth

influencer to others in the neighborhood.

“Stem”

Derek Woodbury

Your strategy is based upon which of the following communication models/theories:

A. Agenda-setting theory

B. Diffusion theory

C. Shannon-Weaver model

D. Wilbur Schramm model

Your strategy is based upon which of the following communication models/theories:

A. Agenda-setting theory

B. Diffusion theory

C. Shannon-Weaver model

D. Wilbur Schramm model Diffusion Theory; APR Study Guide, pg. 28

KSA: Models and Theories

A state agency must close all state-owned mental health hospitals

and create community supports for individuals with mental illness in

communities throughout the state. These efforts must be

communicated with the individual, their families, hospital employees,

mental health providers and the community. Which communication

model might be used to communicate this information with the target

audiences listed above?

• A. Wilbur Schramm Model

• B. Shannon-Weaver Model

• C. James Grunig - open systems model

KSA: Models and Theories

A state agency must close all state-owned mental health hospitals

and create community supports for individuals with mental illness in

communities throughout the state. These efforts must be

communicated with the individual, their families, hospital employees,

mental health providers and the community. Which communication

model might be used to communicate this information with the target

audiences listed above?

• A. Wilbur Schramm Model

• B. Shannon-Weaver Model

• C. James Grunig - open systems model

Rationale

Answer: C - James Grunig - Open Systems Model

EPR 10th Edition pp. 192-193 - Open systems adjust

and adapt to counteract or accommodate

environmental variations. Inputs from the

environment can be reactions to a system's own

outputs or the result of changes independent of

system outputs.

KSA: Communication Models and Theories

As the PR Director of a small Aerospace startup, you are

asked by your CEO to promote understanding and

acceptance of the potential positive utilization of

unmanned aerial vehicles (UAVs), commonly referred to

as drones. There exists a negative stigma associated

with UAVs/drones, due in part to their use by the military

to deliver ordnance as well as a fear related to possible

invasion of privacy. In order to ensure effective

communication with your publics, you will need to work

around barriers in order to convey your messages.

RM

Select two common communication barriers that you may need to overcome? (Pick 2)

A. Alignment with culture and values

B. Negative Influencers

C. Gatekeepers

D. Reliable Media

Select two common communication barriers that you may need to overcome? (Pick 2)

A. Alignment with culture and values

B. Negative Influencers

C. Gatekeepers

D. Reliable Media

Source: Answer: B&C. APR Study Guide 2010 UAB, Page 31.

Scenario Practice Question

You are the chief communication officer for your state's governor. The

governor is trying to explain to the general public and the state legislature

how a proposed tax cut will benefit the state, even though the state is in a

budget deficit. He is usually an effective communicator and much loved by

the people of the state. However, much of his explanations to date have

been filled with economic jargon and long explanations of how the numbers

add up. News media have over simplified the issue by centering on the cut

and not on the perceived future benefit. The governor thinks that he has not

had enough time in front of the legislature to make his case sufficiently. He

also thinks that the news is distorting his message.

You suggest three of the Seven Cs as the best way

to develop his message.

KB

Which three would be most appropriate? (Select three)

A. Clarity

B. Channels

C. Context

D. Credibility

E. Content

F. Continuity and Consistency

G. Capability of Audience

Which three would be most appropriate? (Pick 3)

A. Clarity

B. Channels

C. Context

D. Credibility

E. Content

F. Continuity and Consistency

G. Capability of Audience

Source: APR Study Guide (page 33) Tools

You Can Use to Work Around

Communication Barriers & EPR – Cutlip,

Center and Broom

Rationale

The governor is sufficiently credible. He is much loved in the state and trusted, but he still

cannot effectively communicate his position.

He needs help with clarifying his position in a way that his audience can understand and

accept.

He needs help with communicating the message without the help of traditional media. This

channel (traditional mass media) is serving as a gatekeeper and not expressing both sides of

the issue. He will need help finding another channel to communicate his message to his key

publics. However, this may not be a most pressing problem because if you take care of the

content, the traditional media may be able to do a better job with reporting the issue.

He needs help to put this complex issue into context for the audience. Does he address the

common environment of the audience within his message? I think the main problem is the

content that doesn’t address the context.

KB

Rationale 7- Cs

The content of the message must have meaning and relevance to the receiver. If the

audience cannot see how this cut would affect them in their daily lives, they will not be open

to the message. Also, the tax cut may be seen on the surface as something negative

because of the status of the budget. The content of the message will need to be revised to

state how this cut would be beneficial to the audience.

Continuity and Consistency means that this message should be repeated in a successful

way, with slight variations. This will lead to the audience being able to have multiple

opportunities to understand the message and be persuaded by it.

Capability of audience alludes to the ability for the audience to understand the message in

the way it is intended. The message must be easily understandable by the audience or else

the audience will be unable to process the message in a way it was intended or at all. This

leads back to the content being crafted in a way that the audience can understand.

KB

Stem (question)

One of your local schools has been shut down for cleanup efforts due

to the presence of toxic black mold. While dealing with fallout of

parental complaints, employee complaints, and media inquires, you

discover that there are bigger problems at this school due to a “toxic

culture” that has been established by the principal. Her lack of

communication with various publics has damaged her credibility.

The black mold problem was cleaned up quickly, but media reports

continue to declare a “toxic culture” at the school.

Cindy Warner

RM

How do you respond? Choose two:

A. Focus on communicating the measures being

taken to clean up the mold at the school

B. Define your audiences, including subsets or

segments

C. Concentrate your efforts on answering all

media inquiries

D. Choose the proper medium to convey your

message.

RM

How do you respond? Choose two:

A. Focus on communicating the measures being

taken to clean up the mold at the school

B. Define your audiences, including subsets or

segments

C. Concentrate your efforts on answering all

media inquiries

D. Choose the proper medium to convey your

message.

Source: APR Study Guide (page 33) Tools You Can Use to Work

Around Communication Barriers

Scenario Practice Question

You are the Director of Media Relations for a

mid-size manufacturing firm. Your company's

stock is traded on the NASDAQ. You've just

learned that the company's founder and current

CEO will be out on medical leave for 8 weeks

to treat a serious but undisclosed illness. Which,

if any, of the following steps should you take?

Laurie Walmer

KB

Which, if any, of the following steps should you take?

A. Do nothing; the CEO's health information is private.

B. Do nothing; as a publicly traded company, you are not

required to disclose this information.

C. Wait a few weeks to determine if the CEO will return. You can

file any necessary reports once you know if his absence will

have a material affect on the business.

D. File a 8-K report immediately. The CEO is regarded as the

visionary of the company. His unexpected medical leave is

important information that should be disclosed to

shareholders, the SEC and the public.

Which, if any, of the following steps should you take?

A. Do nothing; the CEO's health information is private.

B. Do nothing; as a publicly traded company, you are not

required to disclose this information.

C. Wait a few weeks to determine if the CEO will return. You can

file any necessary reports once you know if his absence will

have a material affect on the business.

D. File a 8-K report immediately. The CEO is regarded as the

visionary of the company. His unexpected medical leave is

important information that should be disclosed to

shareholders, the SEC and the public.

Rationale / Citation

The correct answer is D.

Whenever an unexpected and significant event occurs

that could affect the company's performance, and 8-K

must be filed with the SEC. This situation occurred when

Steven Jobs took a lengthy medical leave from Apple,

and the company was chastised because it did not act

promptly to disclose the information.

The Associated Press Stylebook and

Briefing on Media Law

Fully Revised and Updated. 2009 ed. KB

Situation:

The public relations team has created guidelines and

policies for the 120,000 employees of a global publicly

traded company regarding their use of social media and

networking while identified as affiliated with the company.

The new guidelines and policies are designed to both

empower the employees to use social networking to

further the company brand, and to caution them about the

rules governing their public-facing messages as they

might reflect back on the company.

Question posted by Jaya Bohlmann

RM

Situation:

Human Resources, Legal, IT and Information Security

collaborated with PR on the policies, and now want to

distribute them to the employees. What is the most

effective way to do this? PR recommends a "rollout"

that begins with those in the company already known to

be using social media, then to those in operating and

functional departments in communication and marketing

roles, and then to a wider audience.

RM

A. Agenda setting theory

B. Diffusion theory

C. Two-way asymmetric communication

theory

D. Coorientational Consensus Building

What communication theory would you say is guiding the PR team in this recommendation? [select one] (Jaya Bohlmann)

RM

What communication theory would you say is guiding the PR team in this recommendation? [select one] (Jaya Bohlmann)

A. Agenda setting theory

B. Diffusion theory

C. Two-way asymmetric communication

theory

D. Coorientational Consensus Building

Adapted from Special Report No. 15, Cooperative Extension

Service, Iowa State University, and other sources

Stem (Question)

You are the Public Relations Director for a local school district. Recently

parents have started to call with questions and concerns about the new

Common Core Standards that are being adopted across the country. Some

state legislators have mounted a campaign to have the standards

overturned, fearing that it is an overreach of the federal government. Your

superintendent asks you to put together a communication plan to help

explain the new standards and their effectiveness to parents, the media,

local business/community leaders, and elected officials. You put together a

press packet that includes Op Ed stories and a press release; schedule

interviews with local reporters; develop newsletters and brochures for

parents and the community members; schedule informational meetings for

parents and community members to attend; and send informational

materials to your local state legislators.

Cindy Warner

KB

What communication theory would you say is guiding the PR team in this recommendation? [Select One] (Cindy Warner)

A. Agenda setting theory

B. Diffusion theory

C. Two-way asymmetric communication theory

D. Coorientational Consensus Building

KB

What communication theory would you say is guiding the PR team in this recommendation? [Select One] (Cindy Warner)

A. Agenda setting theory

B. Diffusion theory

C. Two-way asymmetric communication theory

D. Coorientational Consensus Building

Source: APR Study Guide (page 26) – The agenda setting process is a

very fluid, dynamic attempt to get the attention of the media, the public,

and/or policy makers. The agenda is a “set of issues” that in order for

them to become effective and part of the process, must be

communicated.

Discussion

Barb Arnold, APR

APR Facilitator

Michael Henry

Technical Facilitator

Candidate Notes

Module Three: Communication Models

and Theories

Agenda-Setting Theory

Using the media to help shape the public’s opinion about your set

of issues (agenda).

Example: Sending a press release to media announcing a grand

opening or holding a press conference during a political matter.

Diffusion Theory

Process

1) Awareness

2) Interest

3) Evaluation

4) Trial

5) Adoption

5 Types of People

1) Innovators

2) Early adopters

3) Early Majority

4) Majority

5) Nonadapters (laggards)

Used to communicate a NEW product or idea

Systems Theory

A set of interacting units that endures through time within an established

boundary by responding and adjusting to change pressures from the

environment to achieve and maintain goal states. Cutlip & Centers Effective Public Relations 10thEd,

chapter 7

Planning to be proactive vs. Reacting to change

Organizational Systems

Open Systems

Adjust & adapts to environmental changes

Dynamic

Proactive

Survival & growth depend on environmental response

Closed Systems

Does not adapt to environment

Static

Reactive

Attempts to remain status quo while directing the environment to change

Will eventually disintegrate

Open System Types

1) Homeostasis

2) Morphogenesis

3) Negative Feedback

4) Positive Feedback

5) Cybernetics

Question

What is the first task of public relations communications in the

crowded message environment?

Answer: Get the ATTENTION of your target publics!

Communication Effects

Scene of the action (setting the agenda)

Mass Media (helps create the perception)

Perception of the action (diffusing information)

Response based on the action (gaining social support)

Refer to Walter Lipmann’s Mass Media in Public Opinion Model

Overcoming Communication Barriers

Use the 7 Cs of Communication

1) Clarity

2) Credibility

3) Content

4) Context

5) Continuity

6) Capability

7) Channels

5 Dimensions of Public Opinion

1) Direction of Opinion

2) Intensity

3) Stability

4) Informational Support

5) Social Support

Moving Latent Publics to Active Publics

Grunig’s 3 factors

1) Problem Recognition

2) Constraint Recognition

3) Level of Involvement

4 Types of Publics

1) All issue publics

2) Apathetic publics

3) Single-issue publics

4) Hot-issue publics

4 States of Coorientational Consensus

1) Monolithic consensus

2) Dissensus

3) False consensus

4) Pluralistic ignorance

Definitions

Communication

Public

Latent Public

Active Public

Opinion

Belief

Attitude

Value

Ho

me

wo

rk

Diagram, label and explain the open systems model

Diagram, label and explain the communication model

Diagram and explain the individual orientation model

Diagram and explain the coorientation model

Diagram and explain Lang & Lang’s Public Opinion

Process

Read:

Chapters 7 & 8 – Cutlip & Center’s Effective Public

Relations 10th Edition

APR Study Guide pages 26-36

UNDERSTANDING COMMUNICATION MODELS AND THEORIES

Applying models and theories to practical situations.

Dulcinea

Communication Process: An Early View

The Shannon-Weaver Model

Sender Encoder Channel(s) Decoder Receiver

Noise

Message Message

Feedback

Social Environment

Context of Relationship

Wilbur Schramm's Communication Model

Message

Feedback Message

56

Two-way Asymmetrical Communication

Publics Organization

57

Two-way Symmetrical Communication

Publics Organization

Balanced communication

APPLY THESE MODELS AND THEORIES TO PRACTICAL SITUATIONS

Communication Models and Theories

Models and Theories are designed to be used in

communication planning

Discussion

Barb Arnold, APR

APR Facilitator

Michael Henry

Technical Facilitator

Book Review

Understand strengths and weaknesses of

each book and when to use them.

By Glen Broom and Bey-Ling Sha

9/29/15 Michelle Mueller, St. Louis, MO

Book Review

Provides tremendous supporting information to most KSAs in the APR study guide

Includes great examples of what the book teaches: info graphics and articles in blue boxes throughout the book

Some of the info graphics duplicate what is in the study guide but give more details in helping you understand the graphic, and thus, the material.

My fav: P. 276, Exhibit 12.4 Strategic Planning Steps and Program Outline (Four-Step Process)

Strongest supporting material in book is in Part III – Management Process (Four-Step RPIE Process)

Ch. 11 focuses on research Ch. 12 focuses on planning & programming (setting

goals and objectives, putting together communications plan, identifying audiences)

Ch. 13 focuses on implementing the communications plan, messaging, different ways of communicating (7 Cs of communications on p. 308-309)

Ch. 14 focuses on evaluation. (See p. 332, Exhibit 14.5 for an excellent info graphic on measurement methodologies.)

Doesn’t have much information regarding the KSA on Information Technology ◦ Information in the book does not build on all the

definitions in the study guide. ◦ Ch. 10 (New Media, New Challenges) already is

beginning to contain dated material.

Doesn’t fully support the KSA on business literacy. ◦ Only touches on some of the definitions and information

in the study guide.

Thank you!

Barb Arnold, APR

APR Facilitator

Michael Henry

Technical Facilitator

Case Study Presentation

Apply Theories and Models by using them in

a communication plan!

Keep an eye on the schedule…

We need your presentation at least one week prior,

including your ‘Checklist.’

October 13 October 6

Thank you!

Stick to it!

Next Week…

Module Four: RPIE “Foundations”

APR Study Guide [pgs 37-51]

Handout: Thinking Strategically - Mental Calisthenics