Media provides opinions for public esp when ppl cant

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Media provides opinions for public esp when ppl can't use experiences/prior beliefs. PR ppl shape public opinions through media o Framing – journalists frame events/opinions thru selection of words, themes, facts. People are dependent on the media so accept media reality o when is media likely to have its most powerful effects? When people have no prior belief or when they can't base opinion on past. Be able to define ethos, pathos, and logos o Ethos – source credibility Expertise, sincerity, charisma o Pathos – emotional appeal Drama, emotional appeals. o Logos – logical Use of stats, examples, proofs etc. o How did Aristotle define rhetoric ? The art of using language effectively in persuasion o What are the elements of ethos ? -- note my addition of identification (see p. 236 "plain folks") o From Aristotle, what are Topoi ? Be able to furnish some examples (this is from lecture and list p. 225) Topoi are topics, places, or lines of argument Opposites, similarities, definitions, etc Audience analysis: what are demographics and psychographics? o Demographics – peoples physical generalizations (where from, income, occupation, religion etc) o Psychographics – classifies ppl by values, beliefs and lifestyels. o what are VALs? - structured arguments to separate psychographics within a populations (tailored messages). What are some ways to appeal to self-interest? (see lists p. 225, 235) o Basic appeals to Maslow’s hierarchy of needs (food/shelter, belonging, security etc). o Power, respect, well being, health, affection, wealth, skill, money, praise/popularity, enjoyment, acceptance etc. Be able to list the elements of Channeling . o Defining audiences, tailoring messages and disseminating them in the right channels. Be able to recognize example types of content and structure that may be persuasive (231-234) o Timing is key. Want to release a message in a relevant time period o Clarity – people will overpass a message that is overly complex.
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CH 10 Conflict Management What are the two extreme organizational responses/reactions to conflict? o Pure advocacy – completely disagreeing, refuting or denying arguments by accusers o Pure accommodation – agrees with accusations, makes changes and apologizes. Know the four phases of the cycle of conflict and elements within each. 1. Proactive – engaging in activities that can prevent conflict a. Environment scanning (scanning current affairs) b. Issues tracking (track issues that arise more carefully) c. Issues management (change behavior/plan to address issue) d. Crisis plan (preparing for the worst) 2. Strategic – addressing a public issue as needing focused attention.
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