MCOM 253 PR - Exam 2

MCOM 253 PR - Exam 2 - Public Relations Exam 2...

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Public Relations Exam 2 Organizational Theories : - Systems Theory: o How organizations adapt to changes in the political, economic, and social environments in which they operate o Organizations have boundaries: open systems and closed systems Open system: public relations people bring back info on how productive their relationships are with clients, customers, and other stakeholders Closed system: do not seek new info but operate on past history or the preferences of the decision makers o Stakeholders: create problems and opportunities for each other (stakeholders and organizations) o Boundary spanners: public relations people are the go betweens, explaining the organization to its stakeholders and interpreting the environment to the organization o Decision makers keep systems open – allows for two way flow of resources and info - Situational Theory: o Public relations ppl could more effectively manage communications by identifying specific publics within stakeholder groups o As the situation, problem, opportunity, or issue changes, the publics, with which the organization must communicate, change o Problem recognition; people should have high problem recognition o Constraint recognition; low constraint recognition o Level of involvement; high level of involvement o Can prevent ppl from getting involved - Conflict Resolution: o Separate people from problem o Focus on interests, not positions o Invent options for mutual gains o Insist on objective criteria - Action Assembly Theory: o All behavior is logical to the person doing the behavior; need to understand how ppl think before we can understand behavior o Cognitive structure: defines the form of our thought; storyboard that defines how we expect a story to unfold o Content: refers to specific characters, details, and plot twists within the basic structure o Cognitive process: are the operations we use to take in, transform, and store information o Over time we develop expectations about these relationships; we filter info based on what we think is important - Social Exchange Theory:
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o Ppl factor in the consequences of their behavior before acting (cost and benefits) o Each party getting an exchange of benefits o Payoff matrix - Diffusion Theory: o how ppl process and accept info; explains how we reach important decisions – not acts of impluse o Awareness: exposed to idea o Interest: idea has to arouse o Evaluation: must consider idea potentially useful o Trial: tries out idea on others o Adoption: final acceptance - Social Learning Theory: o Attempts to explain and predict behavior by looking at another individuals way of processing information - Elaboration Likelihood Model: o “routes” explain how people are influenced o “central route”: ppl actively think about an idea o “peripheral route”: ppl influenced by reputation (ppl listen more when celebrities are involved) o Manager role: expert prescriber, communication facilitator, problem solving facilitator - Four Models of Public Relations
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This test prep was uploaded on 04/07/2008 for the course MCOM 253 taught by Professor Boland during the Fall '07 term at Towson.

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MCOM 253 PR - Exam 2 - Public Relations Exam 2...

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