UF PUR3000 Exam 2 with Accurate
Solutions
strategic conflict management / how strategic conflict relates to public relations -
ANSWER-• Many organizational and societal conflicts fall under the purview of public
relations
• Public relations professionals must develop communication strategies and processes
to influence the course of conflicts to the benefit of the organization, and when possible,
to the benefit of the organization's many constituents
phases of conflict management - ANSWER-- Proactive - issues management,
environmental scanning
- Strategic - crisis management, risk communication
- Reactive - crisis communication, conflict resolution
- Recovery - Reputation management, image restoration
when did the concept of public opinion mature? - ANSWER-Concept matured in 20th
century with public opinion polling, between two world wars became empirical
(especially after World War I)
Opinion Leaders - ANSWER-Types: formal and informal
- Highly interested in subject
- Better informed on the issue
- Heavy consumers of mass media
- Early adopters of new ideas
- Good organizers
- Particular socio/eco/demographic characteristics
formal opinion leaders - ANSWER-government, CEOs etc
informal opinion leaders - ANSWER-celebrities and prominent role models
passive v. active public opinion - ANSWER-Less interest causes more passive opinion;
more interest causes more active opinion
event sensitivity - ANSWER-Events triggers the formation of public opinion and
sometimes swing public opinion from one side to another (9/11 and terrorism)
elusiveness - ANSWER-Reality is always changing, so is public opinion towards it.
Public opinion is affected by a wide range of different factors
,agenda-setting theory - ANSWER-salience tells audience what to think about, not what
to think
transfer prominent topics to agendas like the media selection of certain stories and
headlines which tells the audience what to think about, not what to think
media dependency theory - ANSWER-media effects more powerful when can't verify
through experience
The less direct contact we have with an issue, the more we depend on media. media
effects become more powerful when publics can't verify information through personal
experience like national disaster coverage.
Framing theory - ANSWER-how story framed from journalistic or public relations
practitioners
cultivation theory - ANSWER-repetition cultivates a mediated reality
How to Gauge Public Opinion - ANSWER-• Personal contact
• Media reports
• Field reports
• Letters and telephone calls
• Staff meeting
• Polling and sampling
Persuasion - ANSWER-Communication process in which communicators attempt to
change awareness, attitude, belief or behavior of another person or group of persons in
a context of free choice
Formalized by the ancient Greeks
purpose of persuasion - ANSWER-Change or neutralize hostile opinion; crystallize
latent opinions and positive attitudes; conserve favorable opinions
Aristotle's three proofs related to persuasion - ANSWER-Ethos (source credibility),
logos (logical argument), pathos (emotional appeal)
Persuasion ethics - ANSWER-Do not use false evidence
Do not intentionally use unsupported reasoning
Do not falsely represent yourself
Do not use irrelevant appeals as diversions
Do not make false links to favorable values, motives, or goals
Do not cover up consequences
Do not use baseless emotional appeals
Do not oversimplify complex situations
, Do not feign certainty
Do not advocate what you don't believe yourself
Factors in Persuasion - ANSWER-- Appeal to self-interest
- Audience analysis (e.g., Psychographics: any attributes relating to personality, values,
attitudes, interests, or lifestyles)
- Clarity of message
- Timing and context
- Source credibility (expertise, sincerity, trustworthiness, attractiveness)
- audience participation
- suggestions for action
- content and structure of messages (Drama, surveys, examples, testimonials, mass
media endorsements, emotional appeals)
- persuasive speaking style
- Maslow's hierarchy of needs - food, security, belonging, love, self-actualization
propaganda - ANSWER-is the deliberate attempt to shape perceptions, manipulate
cognitions and direct behavior to achieve a response that furthers the desired intent of
the propagandist
persuasion v. propaganda - ANSWER-- Propaganda sells a belief system or constitutes
political or ideological dogma
- Propaganda is really about manipulation rather than discussion
Communication Style: Aggressiveness - ANSWER-• Intimidation, control, fighting,
manipulation
• No regard for other person's feelings
• Anger-driven
• Lose respect and trust
Communication Style: Passiveness - ANSWER-• Anxiety driven
• Taken advantage of
• Avoids confrontation
• Intimidated
Communication Style: Assertiveness - ANSWER-• More effective & appropriate
• Focus on specific issues and problems
• Recognizes values and beliefs
• Doesn't violate others' rights
• Open and tolerant
• Attack issues and not persons
Which is preferred course of action for PR practitioners? - ANSWER-Assertiveness
• To experience and express your feelings
• To feel positive about yourself under any conditions
Solutions
strategic conflict management / how strategic conflict relates to public relations -
ANSWER-• Many organizational and societal conflicts fall under the purview of public
relations
• Public relations professionals must develop communication strategies and processes
to influence the course of conflicts to the benefit of the organization, and when possible,
to the benefit of the organization's many constituents
phases of conflict management - ANSWER-- Proactive - issues management,
environmental scanning
- Strategic - crisis management, risk communication
- Reactive - crisis communication, conflict resolution
- Recovery - Reputation management, image restoration
when did the concept of public opinion mature? - ANSWER-Concept matured in 20th
century with public opinion polling, between two world wars became empirical
(especially after World War I)
Opinion Leaders - ANSWER-Types: formal and informal
- Highly interested in subject
- Better informed on the issue
- Heavy consumers of mass media
- Early adopters of new ideas
- Good organizers
- Particular socio/eco/demographic characteristics
formal opinion leaders - ANSWER-government, CEOs etc
informal opinion leaders - ANSWER-celebrities and prominent role models
passive v. active public opinion - ANSWER-Less interest causes more passive opinion;
more interest causes more active opinion
event sensitivity - ANSWER-Events triggers the formation of public opinion and
sometimes swing public opinion from one side to another (9/11 and terrorism)
elusiveness - ANSWER-Reality is always changing, so is public opinion towards it.
Public opinion is affected by a wide range of different factors
,agenda-setting theory - ANSWER-salience tells audience what to think about, not what
to think
transfer prominent topics to agendas like the media selection of certain stories and
headlines which tells the audience what to think about, not what to think
media dependency theory - ANSWER-media effects more powerful when can't verify
through experience
The less direct contact we have with an issue, the more we depend on media. media
effects become more powerful when publics can't verify information through personal
experience like national disaster coverage.
Framing theory - ANSWER-how story framed from journalistic or public relations
practitioners
cultivation theory - ANSWER-repetition cultivates a mediated reality
How to Gauge Public Opinion - ANSWER-• Personal contact
• Media reports
• Field reports
• Letters and telephone calls
• Staff meeting
• Polling and sampling
Persuasion - ANSWER-Communication process in which communicators attempt to
change awareness, attitude, belief or behavior of another person or group of persons in
a context of free choice
Formalized by the ancient Greeks
purpose of persuasion - ANSWER-Change or neutralize hostile opinion; crystallize
latent opinions and positive attitudes; conserve favorable opinions
Aristotle's three proofs related to persuasion - ANSWER-Ethos (source credibility),
logos (logical argument), pathos (emotional appeal)
Persuasion ethics - ANSWER-Do not use false evidence
Do not intentionally use unsupported reasoning
Do not falsely represent yourself
Do not use irrelevant appeals as diversions
Do not make false links to favorable values, motives, or goals
Do not cover up consequences
Do not use baseless emotional appeals
Do not oversimplify complex situations
, Do not feign certainty
Do not advocate what you don't believe yourself
Factors in Persuasion - ANSWER-- Appeal to self-interest
- Audience analysis (e.g., Psychographics: any attributes relating to personality, values,
attitudes, interests, or lifestyles)
- Clarity of message
- Timing and context
- Source credibility (expertise, sincerity, trustworthiness, attractiveness)
- audience participation
- suggestions for action
- content and structure of messages (Drama, surveys, examples, testimonials, mass
media endorsements, emotional appeals)
- persuasive speaking style
- Maslow's hierarchy of needs - food, security, belonging, love, self-actualization
propaganda - ANSWER-is the deliberate attempt to shape perceptions, manipulate
cognitions and direct behavior to achieve a response that furthers the desired intent of
the propagandist
persuasion v. propaganda - ANSWER-- Propaganda sells a belief system or constitutes
political or ideological dogma
- Propaganda is really about manipulation rather than discussion
Communication Style: Aggressiveness - ANSWER-• Intimidation, control, fighting,
manipulation
• No regard for other person's feelings
• Anger-driven
• Lose respect and trust
Communication Style: Passiveness - ANSWER-• Anxiety driven
• Taken advantage of
• Avoids confrontation
• Intimidated
Communication Style: Assertiveness - ANSWER-• More effective & appropriate
• Focus on specific issues and problems
• Recognizes values and beliefs
• Doesn't violate others' rights
• Open and tolerant
• Attack issues and not persons
Which is preferred course of action for PR practitioners? - ANSWER-Assertiveness
• To experience and express your feelings
• To feel positive about yourself under any conditions
