live webcast stand-by › docs › aprprep › cohort › notes › apr-cohort-mod3.pdfmental health...
TRANSCRIPT
Live Webcast
Stand-by APR Online Study Course
Cohort Webcast DO NOT PRINT – For online viewing only
UAB Accreditation in Public Relations
Study Course
“Online Study Groups” Sign in: Do you consider yourself…
-An innovator
-Part of the majority
-Laggard
Welcome
Barb Arnold, APR
APR Facilitator
Michael Henry
Technical Facilitator
Navigating through the course…
Bookmark the Cohort Group Page. http://online2learn.net/courses/3/wiki/cohortgroup
Forgot your password?
Bookmark Coursesite: Online2Learn.net
Home = Coursemap
Chatting… Good, but…
Use the “Maximize” button to fill the screen and cover the chat.
Click
MH
Navigation
My Progress
Profile
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