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PR Midterm part 1
Midterm content from IJ to IL
| Potentially underrepresented groups in the workforce: | Women, members of racial/ethnic minorities, physically and mentally challenged. gender diverse individuals, older workers |
| Organizations seek diversity for several reasons: | it is often a moral goal, it can be a regulatory requirement, it improves the org's public image, it attracts the best employees, and improves decision-making, and improves creativity |
| Writers should seek and study diversity in three areas: | Strategic communication skills, sources of information, target audiences |
| Diversity in strategic communication staffs is more than a moral policy or compliance with regulations; it is a good business decision | true; diversity helps prevent cross-cultural blunders. |
| Diverse staffs are more creative | true; experts agree creativity is fueled by the merger of different ideas |
| Fewer than half of the pr practitioners in a worldwide survey believed their orgs reflected the diversity of cultures they operated in | true. |
| Diversity of .... can help ensure successful strategic communication | Sources; draw sources from people with different backgrounds or views. |
| Diversity guidelines part one | Use "they" to describe a generic individual (AP now supports this.), avoid words or phrases that describe particular relationships (ex: spouse); some ppl may not have those relationships. Know the dates of major holidays/religious events |
| Diversity guidelines part two | Don't describe individuals by race, religion, age, etc., unless necessary; if necessary, do so for every described individual. Ask people how they'd like to be identified. Apply diversity to photographs and other images |
| Blacks prefer "black," Hispanics prefer "hispanic," American Indians prefer "American Indians," etc. | true. |
| Effective strategic writing seeks benefits for all sides in a relationship | true. |
| Persuasion is a controversial topic | true; many view persuasion as a win-lose game; persuasion works best when it promotes a win-win scenario |
| The best way to persuade anyone is to listen | true; strategic writers should listen to the hopes, fears, concerns and desires of their target audiences, they are better prepared to create strategic messages that can satisfy the org and the audience |
| WIIFM? | What's in it for me? How will members of the target audience benefit from the info in your document? What will consumers gain from buying your product? etc. |
| Cheney and Hopkins guidelines to persuasive negotiation part 1: | 1. Empathy: you should truly listen, motivated by desire to find a solution for everyone. 2. Guardedness: Just bc you're willing to listen doesn't mean you have to agree/change your opinions. 3. Accessibility: U should be willing to change your opinion |
| Cheney and Hopkins guidelines to persuasive negotiation part 2: | 3. Accessibility: You should be willing to change your opinion; consider that you might be wrong 4. Nonviolence: Threats have no place in ethical persuasion. |
| Aristotle's strategies to persuasion: | 1. Logos (an appeal to target audience's intellect) 2. Pathos (an appeal to target audience's emotions) 3. Ethos (an appeal based on speaker's character) |
| Of the three approaches, Aristotle wrote that "ethos" was usually the most powerful | true; "virtue is its own reward," but in negotiations, virtue provides an additional reward: persuasive power. |
| Monroe's Motivated Sequence part one: | 1. Attention: grab the target audience's attention. Chances are, the target is overwhelmed by messages; clear through the clutter 2. Need: describe an important problem the target audience faces, something that needs a solution. |
| Monroe's Motivated Sequence part two: | 3. Satisfaction: Offer a solution the benefits you and the audience 4. Visualization: Illustrate the consequences of success and failure (most motivating part) 5. Action: tell the audience what it can do to enact the solution. |
| Syllogism | Consists of a major premise, a minor premise and a conclusion (ex: A dog is an animal, animals have four legs, therefore dogs have four legs.) |
| Enthymeme | Enthymemes often deliver the minor premise (message), suppress the major premise, allowing the audience to supply it and draw their own conclusions (audience persuades itself) |
| Freedom of speech is protected by the first amendment of the U.S. constitution | “Congress shall make no law respecting religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the government for a redress of grievances.” |
| Restrictions of free speech | You can't legally create, publish, and distribute obscene material. you can't legally threaten national security |
| Free expression falls into 2 categories: | Political and commercial speech. Political speech faces few legal restrictions bc free exchange of ideas is essential. Commercial speech (meant to sell products) faces more legal restrictions. |
| Writers should be updated in six areas of communication: | Libel, invasion of privacy, deceptive advertising, electioneering, copyright and financial disclosure |
| Libel | Injury to reputation; holds an untrue claim about an individual. |
| For a message to be libelous, it must have these qualities: | Defamation - exposes individual to scorn Publication - must be published Identification - msg identifies defamed individual Negligence - msg must be inaccurate Damage - msg must have damaged the individual (rep or financial loss) |
| Actual malice | Knowing falsehood or reckless disregard for the truth. |
| Privacy law | Defines the legal limits of acquiring and communicating personal info; created with the premise that ppl can control their personal info |
| Illegal invasion of a person's right to privacy comes in one of four forms: | 1. Intrusion (physical violate of one's privacy) 2. False light (portraying an individual in an improper/unfair context) 3. Publication of private facts 4. Appropriation (using someone's likeness without permission) |
| New legislation regarding social media | Can touch on privacy issues; ex is Telephone Consumer Protection Act which mandates companies using sales-related texts must offer an "opt-out" procedure. |
| Evolving legislation affects gathering consumer information for databases | The General Data Protection Regulation (GDPR) is the toughest privacy law in the world; levies harsh fines against violators |
| Deceptive advertising | Occurs when an ad presents a falsehood in a way that could fool a reasonable consumer; involves puffery (false praise) |
| Reasonable consumer standard | The standard says that if an ad could deceive a reasonable customer who expects exaggeration, the ad becomes deceptive and therefore illegal. |
| Laws regarding puffery and deceptive advertising differ from country to country | true; globally, there is increased scrutiny of marketing and advertising directed toward children. In Norway and Quebec, advertising to children under 12 is illegal. |
| Electioneering Law | Laws constantly change; not all electioneering communication is the same. One has to stay up to date on the Federal Election Commission site. |
| Disclosure Law | Governs how and when companies should communicate about matters that affect or could affect their stock prices. It is used to insure that every investor has a fair and equal chance on the stock market. |
| Publicly owned companies must provide... | Quarterly financial reports (form 10Q), annual financial reports (form 10K), notify of events affecting stock prices (form 8K), and abide by Rule 10b-5 (prohibits misleading statements) |
| Sarbanes-Oxley Act of 2002 | Mandates that leaders of publicly held companies are personally responsible for the truthfulness of their companies' financial statements. |
| Copyright law | Protects "intellectual property" which are original works of authorship that are fixed in a tangible form of expression. |
| Fair use | Doctrine that allows students, teachers, reporters, reviewers and others to use copyrighted works to inform others. Fair use does not protect those who borrow intellectual property for commercial purposes. |
| Copyrighted material is often marked with the © symbol | true; but a work has legal protection from the moment of creation (when it is tangible.) |
| Work created for an employer is "work for hire" and... | legally belongs to the employer. |
| Social media can affect all legal areas. | true; strategic writers should follow new legislation. |
Created by:
FaithMcBaith
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