PPIP Reviewer Midterm 1 PDF

PPIP Reviewer A.) Public Information - In public information, public relations practitioners resemble a journalist whose function is to report objective information on his/her organization to the public. (Gruning and Hunt, 1984) - In this model, Persuasion is considered as...

PPIP Reviewer A.) Public Information - In public information, public relations practitioners resemble a journalist whose function is to report objective information on his/her organization to the public. (Gruning and Hunt, 1984) - In this model, Persuasion is considered as an indirect object. This model is more focused on spreading information. - Public relations experts to this model must transmit unbiased and correct information on organization to the public. The main objective here is to share information with the public. - In public practices, the concept “public” is equivalent to the concept of “community”. Publics are defined as groups of individuals who reside in a certain part of a nation. - In political public relations, public information is performed with the help of such practices as press release, press statement, press announcement, press briefing and press conference. - Public relations and public information, in terms of political communication, help for providing the administration with openness (transparency) by informing the public on actions and transactions of the political institutions/establishments. B.) Agenda Setting Agenda-setting is the manipulation of public awareness and concern of salient issues by the news media. - The study of agenda-setting describes the way media attempts to influence viewers, and establish a hierarchy of news prevalence. Nations with more political power receive higher media exposure. - The study of agenda-setting describes the way media attempts to influence viewers, and establish a hierarchy of news prevalence. Nations with more political power receive higher media exposure. Origin: - The Agenda Setting Theory was first introduced by Dr. Maxwell McCombs and Dr. Donald Shaw in 1972. - Agenda Setting is a social science theory; it also attempts to make predictions. - The theory also suggests that the media has a great influence on their audience by instilling what they should think about, instead of what they actually think. Levels of Agenda Setting: - First level, Level: The first level is usually used by the researchers to study media uses and its objectives or the influences that media creates on people and the most proximal thought that people will have on the exposure to the information given by media house. - Second Level, At the second level, the media focuses on how people should think about the nature of the issues. Thus, sensationalization of news reports may happen to bring in  the interest of the audience. In fact, the media wants to grab attention and implant thoughts in people's minds about some serious issues. Types of Agenda Setting: - Public Agenda Setting: This is when the public determines the agenda for which stories are considered important. 1. It focuses on the audience's agenda. 2. Issues discussed and personally relevant to members of the public. - Media Agenda Setting: It is when the media determines the agenda for which stories are considered important. 1. It is focused on detecting the process of news production which is a compound of how media selects news stories from many issues in real life. 2. It plans how news stories are produced and how the media content is presented. - Policy Agenda Setting: It is when both the public and media agendas influence the decisions of public policy makers. 1. It highlights issues that policy makers consider important legislators. 2. Gatekeepers set the agenda for the audience. They have control over the selection of content discussed in the media. What the public know and care about at any given time is mostly a product of media gatekeeping. Core Assumptions, It is the creation of public awareness and concern of salient issues by the news media. C.) Diffusion of Innovation - A process by which an innovation is communicated through certain channels over time among the members of a social system. - A social change - A process by which alteration occurs in the structure and function of a social system. Elements of Diffusion - Diffusion is a process by which An innovation is communicated through certain channels over time among the members of a social system. - Innovation, an idea, practice or object that is perceived as new by an individual or other unit of adoption. - Communication Channels, an idea, practice or object that is perceived as new by an individual or other unit of adoption.which messages get from one individual to another  - Time, Time does not exist independently of events, but it is an aspect of every activity. Time is involved in three distinct dimensions of the innovation process. Innovation Adoption Process Innovation Adopter Categories Rate of Adoption - SOCIAL SYSTEM. The fourth and final dimension refers to the groups of people involved in the innovation adoption process. This could be employees at an institution,neighborhood or a whole nation. Innovation Decision Process Knowledge - occurs when an individual is exposed to the innovation’s existence and gains some understanding of how it functions. Persuasion - occurs when an individual forms a favorable or unfavorable attitude towards innovation. Decision - occurs when an individual engages in activities that lead to a choice to adopt or reject the innovation. Implementation - occurs when an individual puts an innovation into use. Confirmation occurs when an individual seeks reinforcement of an innovation decision that has already been made. - Innovativeness is the degree to which an individual or other unit of adoption is relatively earlier in adopting new ideas than the other members of the system. Five adopter categories are: 1. Innovators; Technology enthusiasts. Require the shortest adoption period.Risk takers 2. Early Adopters; Visionaries. Serve as the opinion leaders.Have a natural desire to be trend setters. 3. Early Majority; Pragmatics.Interact frequently with peers, deliberate contact. Do not like complexity. 4. Late Majority; Skeptical, cautious. Easily influenced by laggards 5. Laggards; Think technology is a hindrance to operations. Skeptics. - Social Structure and Diffusion. STRUCTURE is a patterned arrangement of the units in a System. It gives regularity and stability to human behavior. Two types of structures: Homophile & Heterophile How does social structure affect the diffusion process? The influences of the structure or the composition of a system on the behavior of the members of the system. - Characteristics of Innovation; 1. Relative advantage is a degree to which an innovation is perceived as better than the idea it supersedes , and may be measured in economic terms, social prestige, convenience and satisfaction.  2. Compatibility is a degree to which an innovation is perceived as being consistent with the value of existing value, past experiences and needs of potential adopters. 3. Complexity is a degree to which an innovation is perceived as difficult to understand and use. 4. Trialability degree to which an innovation may be experimented with on a limited basis. 5. Observability is a Degree to which the results of an innovation are visible to others. - Types of Innovation Decision; 1. Optional Innovation Decision; Choices to adopt or reject an innovation are made by individuals independent. 2. Collective Innovation Decision; Choices to adopt or reject an innovation are made by members of the system. 3. Authority Innovation Decision; Choices to adopt or reject an innovation are made by relatively few individuals in the system who possess power, status, or technical expertise. 4. Contingent Innovation Decision; Choices to adopt or reject an innovation are made only after a prior innovation decision. 5. Consequences of Innovation; Choices to adopt or reject an innovation are made only after a prior innovation decision. Note: The first three are the three types. C.) Framing - Framing theory suggests that how something is presented to the audience (called “the frame”) influences the choices people make about how to process that information. “A theory which explains the set of Expectations used to make sense of a Social situation at a point in time called Framing theory.” Sociological - Outcome of news work (The process of news production) Psychological - Categories of the mind (The process of audience consumption) - Framing Areas of Expectation; 1. Expectations based on previous experiences, whether derived from media messages or direct personal experience. 2. Expectations can be quite resistant to change, even when they are contradicted by readily factual information. 3. Expectations can arouse strong emotions such as hate, fear or love. 4. get applied by us without our conscious awareness, when strong emotions are aroused that interfere with our ability to consciously interoperate new information available in the situation. - Social Cues  According to Goffman we are always monitoring the social environment like; When you view a play in a theater, you rely on many conventional cues to determine when a shift on scenes take place, one of the oldest and most obvious cues. - Upshift and Downshift; When we moved from one set of frames to another. We downshift or upshift, we reframe situation so we experience them as more or less serious. Remember! when you were pretending to fight with a friend but one of you got hurt and the fight turned serious? You both downshifted---------- suddenly you no longer pulled punches but tried to Make them inflict as much pain as possible. - To be able to identify framing in the news, (Entman, 1991) identifies five popular ways for framing news stories: 1. Conflict – conflict between parties can be prioritized, as opposed to the actual decision made. 2. Human Interest/Personalisation – presenting a story with a human face, personality is promoted over more important aspects. 3. Consequence – consequences can be wide ranging. Pursuing a policy may be unwise in terms of unity within a party or coalition or in terms of the status of a nation globally. 4. Morality – media coverage can often moralize, sometimes due to the indiscretions of political actors; or alternative, policies can be seen as morally questionable. E.g Michael Moore’s editorializing of the US Patriot Act, worldwide critique of US foreign policy all take a moral tone 5. Responsibility – attributing responsibility, either for a cause or a solution. In the wake of the Asian Tsunami one frame was “global responsibility” for finding solutions as well as blaming the lack of preparedness on the local governments. - Types of Frames: 1. Specific – For instance, reporting the Asian Tsunami was linked to consequences, how many further deaths there could be if aid was not received, and issues of responsibility. 2. Generic – For example, conflict and the game of politics as opposed to frames of values. - Levels of Framing 1. Frame in communication – consist of communication from different actors, sources of the news. This could be positive or negative. 2. Framing in thought – consist of mental representation, interpretation, simplification “and if not manipulation” of reality. Framing focus on how media draws the public’s eye to specific topics – setting agenda, and then it takes a step further to create a frame, through which the audience will comprehend such information. reating frames for stories is commonly a mindful choice by sources, reporters, journalists and/or editors. The in a way justifies the media as gatekeepers who mindfully collect, select, “organize and present the ideas, events, and topics they cover” D.) Developing a Media Relations Strategy - Putting square pegs in Square holes. - Media Relations involves the strategic deployment of the media in telling the organizational story. It seeks the dissemination of the organization’s objective to an audience outside the organization's immediate reach. Involve the transmitting of messages via the mass media. - Media relation therefore stands on a tripod: the Organization (Sender), the Media (Transmitter) and the Target Audience (Receiver). - Media Relation can be said to be an art because it engages the creativity of the PR practitioner in the work process. The Art of Media Relations - Media Operators Engagement; This involves relating with Media Operators via Press Releases, Media Tours and Press Conferences - End-user or Audience Engagement; This involves answering questions raised on publication about your organization in the media and gauging their reaction against the your objective Media Relations is a science because it involves systemic planning and measurement. - The 5 C’s of Effective Media Relations 1. Credibility;Ability to deal honestly (Not losing sight of the Truth) 2. Candor; Ability to acknowledge errors 3. Clarity; Ability to keep it simple 4. Compassion; Ability to listen to others, understand their position and be polite in responding 5. Commitment; Ability to keep the issue in focus and avoid distraction. - Choosing a Media team. A good media team must have: 1. A COORDINATOR; The media coordinator must be someone who is personable, can succinctly articulate the issues. This person makes sure press releases go out on time, keeps media lists updated, makes press calls. well-known behind the camera as the organization's spokesperson 2. A WRITER; The writer creates the substance for all your press events. He / She must have a clear, concise, effective writing skill. Because someone who is articulate does not mean he/she can write. Must be a good editor and always ensure that he/she "tighten up" news material. 3. A SPOKESPERSON; must be articulate, a good listener, have camera presence, be well-informed about issues, be able to think quickly on his/her feet, have credibility, be able to develop a good rapport with a reporter, and be intuitive enough to know when a reporter is not friendly. He / She must be able to think through each question that are likely to be asked, and consider carefully the possible responses.  - Why set an Agenda? 1. To influence a thought process 2. To shape opinion 3. To gain empathy 4. To compel action - Segmentation involves a demographic, professional, ethical and psychographic parameter: 1. The Conservative Media; Conservative Political and Economic Inclination, as seen from its editorial stance 2. The Liberal Media; Liberal Political and Economic Inclination, as seen from its editorial stance. 3. The Specialist Media; This targets specific Industries and Professions 4. The Lifestyle Media; This engages in lifestyle and popular culture reporting and are Usually referred to as tabloids. D.) Principles of Effective Communication 1. Completeness; A message is complete when it contains all facts the reader or listener needs for the reaction you desire. Five W’s plus H. Who, What, When, Where, Why, How? 2. Conciseness; saying what you have to say in the fewest possible words. 3. Consideration; Preparing everymessage with the message receiver in mind. (Focus on YOU, instead of I and We) 4. Clarity; Getting the meaning in the head of the receiver accurately. Easily understandable and appropriate for the situation. 5. Correctness; Correct grammar, punctuation, and spelling. Three levels of language 1. Formal; writing is often associated with scholarly writing: doctoral dissertations, scholarly, legal documents, top-level government agreements and other materials where formality is demanded. 2. Informal; writing is more characteristic of business writing. 3. Substandard; Using inappropriate words, incorrect grammar,faulty pronunciation. For ex.,,. (substandards) can’t hardly, stooled. Can Hardly and Stolen are more acceptable.