Friday, April 25, 2008

WHAT IS PUBLIC RELATIONS

Public relations includes ongoing activities to ensure the organization has a strong public image. Public relations activities include helping the public to understand the organization and its products. Similar to effective advertising and promotions, effective public relations often depends on designing and implementing a well-designed public relations plan. The plan often includes description of what you want to convey to whom, how you plan to convey it, who is responsible for various activities and by when, and how much money is budgeted to fund these activities. Similar to advertising and promotions, a media plan and calendar can be very useful, which specifies what media methods that are used and when.

Often, public relations are conducted through the media, that is, newspapers, television, magazines, etc. Publicity is mention in the media. Organizations usually have little control over the message in the media, at least, not as much as they do in advertising. Regarding publicity, reporters and writers decide what will be said.

Regarding public relations, consider: What groups of stakeholders do we want to appeal to and how? What impressions do you want each of your stakeholder to have? What communications media do they see or prefer the most? Consider advertising, collaborations, annual reports, networking, TV, radio, newsletters, classifieds, displays/signs, posters, word of mouth, direct mail, special events, brochures, neighborhood newsletters, etc. What media is most practical for you to use in terms of access and affordability? What messages are most appealing to each stakeholder group?

How Public Relations Benefits Society

  • Public relations is a means for the public to have its desires and interests felt by institutions in our society. It speaks for the public to otherwise unresponsive organizations, as well as speaking for those organizations to the public.
  • Public relations helps achieve mutual adjustment between institutions and groups, establishing smoother relationships that benefit the public.
  • Public relations can be a safety valve for freedom. By providing means of working out accommodations, it makes arbitrary action or coercion less likely.
  • Public relations is an essential element in the communications system that enables individuals to be informed on many aspects of subjects that affect their lives.
  • Public relations can help activate organization's social conscience.
  • Public relations is a universal activity. Everyone practices principles of public relations in seeking acceptance, cooperation or affection of others. Public relations professionals only practice it in a more professional way.

How Public Relations Helps Management

1. The publicity and promotional aspect paves the way for the sale of products or services, so much so that some companies have placed sales quotas on their product publicity people.

2. Internal motivation is a vital factor which affects the bottom line by building morale, enhancing productivity and creating team spirit. It also helps recruit qualified people and retain them.

3. Public relations provides an early warning system by avoiding disruptions which may occur when a single surprise issue or unplanned-for social/political change arises.

4. Public relations provides an organization with new opportunities because the people involved in public relations interact with more internal and external audiences than anyone else in the organization. Public relations people have a conning tower from which to identify new markets, new products, new methods.

5. Public relations helps to protect the present position when an organization is under attack. For instance, Proctor and Gamble did not suffer declining sales, morale or stock values during the tampon debacle largely because of their expert public relations handling of the problem -- communicating the company's position.

6. Public relations helps to overcome executive isolation, something that can affect every organization sooner or later. An inescapable assignment of every public relations practitioner is opening the eyes and ears of management to what's really happening "out there."

7. Public relations help organizations manage change, something they must do to stay competitive and efficient. But since change is threatening and often resisted, smooth transition through a necessary change guided by public relations professionals is a real dollar-saver.

8. The phrase "double bottom line" was coined to explain the relationship between an organization and its social responsibility. It's now well understood and accepted that social responsibility does have a traceable effect on economic success for every type organization. The leading role in "social accountancy" is usually played by public relations staff.

Elements of Public Relations

Counseling -- Providing advice to the management of an organization concerning policies, relationships and communications; in effect, "what to do."

Research -- Determining attitudes and behaviors of publics and their causes in order to plan, implement and measure activities to influence or change the attitudes and behavior.

Media Relations -- Relating with communications media in seeking publicity or responding to their interest in an organization.

Publicity -- Disseminating planned messages through selected media without payment to further an organization's interest.

Employee/Member Relations -- Responding to concerns and informing and motivating an organization's employees or members, its retirees and their families.

Community Relations -- Continuing, planned and active participation with and within a community to maintain and enhance its environment to the benefit of both an organization and the community.

Public Affairs -- Developing effective involvement in public policy, and helping an organization adapt to public expectations; also, term used by military services and some government agencies to describe their public relations activities.

Government Affairs -- Relating directly with legislatures and regulatory agencies on behalf of an organization, usually by military services and some government agencies to describe their public relations activities.

Issues Management -- Identifying and addressing issues of public concern in which an organization is, or should be, concerned.

Financial Relations -- Creating and maintaining investor confidence and building positive relationships with the financial community; also, sometimes known as Investor Relations or Shareholder Relations.

Industry Relations -- Relating with other firms in the industry of an organization and with trade associations.

Development/Fund Raising -- Demonstrating the need for and encouraging an organization's members, friends, supporters and others to voluntarily contribute to support it.

Minority Relations/Multicultural Affairs -- Relating with individuals and groups in minorities.

Special Events and Public Participation -- Stimulating an interest in a person, product or organization by means of a focused "happening;" also, activities designed to enable an organization to listen to and interact with publics.

Marketing Communications -- Combination of activities designed to sell a product, service or idea, including advertising, collateral materials, publicity, promotion, packaging, point-of-sale display, trade shows and special events.

How Public Relations Differs from Advertising


International humorist Stephen Leacock defined advertising as: "the science of arresting the human intelligence long enough to get money from it." But the textbook definition of advertising is: "a form of persuasion that informs people about the goods and services they can purchase."

Advertising is very different from public relations. One key difference is that you always pay for the space and time of an advertisement (or commercial, which is an insert appearing on radio, television, or the Internet). By contrast, editorial coverage generated through public relations is not paid for by the organization issuing the news release. The media will pick up and publish the story because they consider it newsworthy, not as a paid advertisement.

Another crucial difference is that, in advertising, you have virtually full control over the message. Because you are paying for advertising, the ad or commercial runs your exact text (called copy), provided the copy complies with generally acceptable standards for advertising. In the case of public relations, the media outlet you are targeting is under no obligation to run the story in any form. If a media outlet does decide to run the story, an editor will generally rewrite the news release, or use pertinent information from the news release to create the news. (For instance, your news release might be used as part of a larger story on players in your industry or profession.) In addition, you have no control over when the release or news will run. All decisions are made by the editor.

As you can see, public relations is a cost-effective way of getting your story out. Taking the trouble to write effective news releases and to build a relationship with the relevant media will, in time, pay dividends in the form of exposure and prestige. Best of all, public relations probably costs less than a single advertisement.

The Functions of Public Relations PR 201

The Functions of Public Relations

There is a fundamental difference between the functions of public relations and the

functions of marketing and advertising. Marketing and advertising promote an individual

product or a service. Public relations promotes an entire organization.

The functions associated with public relations work are numerous. Among

them are:

. Writing—a fundamental public relations skill, with written vehicles from

news releases to speeches and from brochures to advertisements falling within

the field’s purview.

. Media relations—dealing with the press is another frontline public relations

function.

. Planning—of special events, media events, management functions, and the like.

. Counseling—in dealing with management and its interactions with key

publics.

. Researching — of attitudes and opinions that influence behavior and beliefs.

. Publicity—the marketing-related function, most commonly misunderstood as the “only” function of public relations, generating positive publicity for a client or employer.

. Marketing communications—other marketing-related functions, such as creating brochures, sales literature, meeting displays, and promotions.

. Community relations — positively putting forth the organization’s messages and image within the community.

. Consumer relations —interfacing with consumers through written and verbal communications.

. Employee relations —communicating with the all-important internal publics of the organization, those managers and employees who work for the firm.

. Government affairs—dealing with legislators, regulators, and local, state, and federal officials—all of those who have governmental interface with the organization.

. Investor relations—for public companies, communicating with stockholders and those who advise them.

. Special publics relations—dealing with those publics uniquely critical to particular organizations, from African Americans to women to Asians to senior citizens.

Mass Communication Context THEORIES

MUM lecture series 2008

Dr. Nassor

Effects of the media on knowledge, attitude and behaviour

Agenda Setting Theory

Explanation of Theory:

The Agenda-Setting Theory says the media (mainly the news media) aren’t always successful at telling us what to think, but they are quite successful at telling us what to think about.

Theorist: Maxwell McCombs and Donald L. Shaw

Date: 1972/1973

McCombs, M., & Shaw, D.L. (1972). The agenda-setting function of the mass media. Public Opinion Quarterly, 36, 176-185.

Individual Interpretation:

This theory is good at explaining why people with similar media exposure place importance on the same issues. Although different people may feel differently about the issue at hand, most people feel the same issues are important.

Critique:

The Agenda-Setting Theory comes from a scientific perspective, because it predicts that if people are exposed to the same media, they will place importance on the same issues. According to Chaffee & Berger’s 1997 criteria for scientific theories, Agenda-Setting is a good theory.

  • It has explanatory power because it explains why most people prioritize the same issues as important.
  • It has predictive power because it predicts that if people are exposed to the same media, they will feel the same issues are important.
  • It is parsimonious because it isn’t complex, and it is easy to understand.
  • It can be proven false. If people aren’t exposed to the same media, they won’t feel the same issues are important.
  • It’s meta-theoretical assumptions are balanced on the scientific side
  • It is a springboard for further research
  • It has organizing power because it helps organize existing knowledge of media effects.

Example:

Actions surrounding the O.J. case and the Clinton Scandal are both excellent examples of Agenda-Setting in action. During these historic events, the media was ever-present. The placement of full page, color articles and top stories on news programming made it clear that Americans should place these events as important issues. Some people believed O.J. was guilty, and others believed he was innocent. Some believed Clinton should have been impeached, and others thought otherwise. Therefore, the media wasn’t extremely successful in telling us what to think on these issues, but most Americans did believe these were both important issues for a long period of time.

Cultivation Theory

Explanation of Theory:

Gerbner’s cultivation theory says that television has become the main source of storytelling in today's society. Those who watch four or more hours a day are labeled heavy television viewers and those who view less then four hours per day, according to Gerbner are light viewers. Heavy viewers are exposed to more violence and therefore are effected by the Mean World Syndrome, an idea that the world is worse then it actually is. According to Gerbner, the overuse of television is creating a homogeneous and fearful populace.

Theorists: George Gerbner

Date:1976

Primary Article:
Gerbner, G. & Gross, L. (1976). Living with television: The violenceprofile. Journal of Communication, 26, 76.

Metatheoretical Assumptions:

Ontological Assumptions:
determanistic---X----------------free will

Epistemological Assumptions:
Truth---X-------------------------------truths

Axiological Assumptions:
value neutral---------X------------value laden

Individual Interpretations and Critique: The cultivation theory is a scientific theory. Epistimologically speaking, Gerbner believes in one truth. The theory does not believe television viewers have a choice in whether they are effected by media violence or not. Lastly, Gerbner allows some of his own values to enter into the theory by deciding what to consider violence and by assigning a numerical value to heavy television viewing. Gerber’s idea of the effects heavy television viewing is intriguing. There is definitely support to show that those who watch great amounts of television do experience the mean world syndrome, the definition of ‘heavy’ needs to be reexamined. Gerbner defines heavy television viewing as watching four or more hours a day. The idea of setting a numerical value to try to equate heavy influence to a mass populace is suspect. While the theory does contain some holes it adequately opens the discussion dealing with effects of the media upon viewers.

Ideas and Implications: The effects of Gerbner’s mean world syndrome can easily be seen in nursing homes. Many occupants of nursing homes watch many hours of television per day without leaving their rooms to actually see what the real world is like. Having only the media to guide their interpretation of the ‘real world’, nursing home residents believe that the world is a corrupt and violent place.

DIFFUSION OF INNOVATION THEORY

Explanation of Theory:

In the Diffusion Innovation theory, communicators in society with a message influence/encourage people that have strong opinions through the media to influence the masses.

Theorists: P. Lazarsfeld, B. Berelson, and H. Gaudet

Date: 1944

Primary Article:

Lazarsfeld, P., Berelson, B., Gaudet, H. (1944) "The People's Choice." New York: Duell, Sloan and Pearce.

Metatheoretical Assumptions:

Ontological Assumption:
There does not seem to be free will in this case, it is fated as to what information is received to the masses, they have no choice to what they are exposed to.

Epistemological Assumption:
In this sense, the theory is scientific. There is one truth, dependent on the messages sent and received by the media and the opinion leaders.

Axiological Assumption:
I feel that Diffusion of Innovations is scientific in the values sense as well. Research being done is value neutral and not biased because what is stated is pretty much how the news is run. The masses are fed what information is important.

Critique:

I think the Diffusion of Innovations does a good job of explaining how ideas are spread and is accurate in its conclusions.

Ideas and Implications:

The Diffusion of Innovations is useful to apply in situations when trying to explain how ideas are spread through our society from the media.

Example:

An applicable example to help illustrate Diffusion of Innovations involves Christmas time specials on TV programming. These programs on harmful/popular toys influence either the opinion of and/or the decision of whether to purchase a specific toy to many shoppers.

FUNCTIONAL APPROACH TO MASS COMMUNICATION THEORY

Explanation of Theory:

There are five functional approaches the media serves users: surveillance, correlation, transmission, entertainment, and mobilization

Theorists: Harold Laswell and Charles Wright

Date: 1948, 1960

Primary Articles:

Laswell, H (1948). The structure and function of communication and society: The communication of ideas. New York: Institute for Religious and Social Studies, 203-243.
Wright, W. R. (1960). Functional analysis and mass communication. Public Opinion Quarterly,(24), 610-613.

Individual Interpretations:

The mass media serves many functions for our society. The five elements the theorists put together describe the audience's use for the media. Surveillance means that the media provides news and information. Correlation means that the media presents the information to us after they select, interpret, and criticize it. The cultural transmission function means that the media reflects our own beliefs, values, and norms. Media also entertains us in our free time and provides an escape from everyday life. Mobilization refers to the media function of promoting society's interest especially in times of crisis.

HUMAN ACTION APPROACH

Explanation of Theory:

Human behavior can be predicted because people make choices with a purpose about their actions. Behavior is chosen by individuals to reach certain goals.

Theorist: P. Winch

Date: 1958

Primary Article:

Winch, P. (1958). "The idea of a social science and its relation to philosophy," Atlantic HIghlands, NJ. Humanities Press.

Metatheoretical Assumptions:

Media Dependency Theory

Explanation of Theory:

This theory states that the more dependent an individual is on the media for having his or her needs fulfilled, the more important the media will be to that person.

Theorist: Sandra Ball-Rokeach and Melvin DeFleur

Date: 1976

Primary Article:
Ball-Rokeach, S. J., & DeFleur, M.L. (1976). A dependency model of mass media effects. Communication Research, 3, 3-21.

Individual Interpretation:

This theory is based on the Uses and Gratifications Theory and ties into the Agenda Setting Theory. Uses and Grats identifies how people use and become dependent upon the media. People use the media for many reasons. Information, entertainment, and parasocial relationships are just a few of them. The Dependency Theory says the more a person becomes dependent on the media to fulfill these needs, the media will become more important to that individual. The media will also have much more influence and power over that individual. If someone is so dependent on the media for information, and the media is that person’s only source for information, then it is easy to set the agenda. The individual falls victim to Agenda Setting. As you can see, these three theories intertwine quite a bit.

Critique:

Media Dependency Theory is Relatively Scientific in nature. It predicts a correlation between media dependence and importance and influence of the media, but each person uses the media in different ways. Also, the media affects each person in different ways. According to Chaffee & Berger ‘s 1997 criteria for scientific theories, this theory is a pretty good one.

  • It has explanatory power, but more of predictive power because it predicts how dependency on the media correlates with importance of the media to a certain person.
  • It is relatively simple to understand, so it is parsimonious.
  • It can be proven false. If a person is not dependent on the media, media will not be of great importance to that individual.
  • It is internally consistent, with meta-theoretical assumptions on the same side of the continuum.
  • It is a springboard to further research, especially so, since it came from other theories.
  • It helps to organize and relate other media effect theories.

Example:

Let me introduce you to Sunny, a friend of mine from Los Angeles who now resides in Lexington, KY. When Sunny lived in L.A., he would ask his mother what the weather was going to be for the day. It was usually sunny. Now that he lives in Lexington, where the weather is sporadic, Sunny uses the media for information about the weather. Every morning, he gets up and turns on the weather channel on the television, reads the paper, and checks the internet, all for the local forecast for the day. He has become very dependent on the media. One month, Sunny forgot to pay the electric bill, and his service was disconnected. He didn’t know what to do. He had no idea what to put on for the day, because he relied so heavily upon the media for information. Sunny could have easily looked outside or called a friend, but he was depending on the media to provide him with the information he needed.

Media Equation

Explanation of Theory:
This theory predicts why people respond unconsciously and automatically to communication media as if it were human.

Theorist: Byron Reeves and Clifford Nass

Date: 1996

Primary Article:

Reeves, B., & Nass, C. (1996). The media equation: How people treat computers, television, and new media like real people and places. New York: Cambridge University Press.

Individual Interpretation:

This theory looks at interpersonal communication between an individual and the media. We talk back to our computers, and we use the same personal spacing techniques with media as we would if that particular medium were a real person. We unconsciously act as if the media are people. There’s something unique about this theory. It is relatively new, and considers new forms of interpersonal communication

Critique:

This theory is scientific in nature, and according to Chaffee & Berger’s 1997 criteria for scientific theories, it is an okay one.

  • It predicts that people will treat the media (according to interpersonal theory) as they would treat a real person.
  • It explains ways the audience is active.
  • It is relatively simple to understand.
  • It is internally consistent on the scientific side (one truth, determinism, value nuetral).
  • It helps organize knowledge about the action of the audience.


Example:

When the television you are watching is real small, you tend to sit closer, and when it is large, you tend to sit further away from it. Ask a friend to randomly watch you when you are watching someone you like, admire, or think is attractive on television. You can do the same for them as well. I notice that I tend to sit closer to the television, smile, and keep eye contact when I am watching someone I like on television. However, I walk away, make ugly faces, or ignore people I don’t like when I am watching television.

Spiral of Silence Theory

Explanation of Theory:

The Spiral of Silence theory explains why people often feel the need to conceal their opinions/preference/views/etc. when they fall within the minority of a group.

Theorist: Elizabeth Noelle-Neumann

Date: 1984

Primary Article:

Noelle-Neumann, E. (1984). The Spiral of Silence. University of Chicago, Chicago.

Metatheoretical Assumptions:

Ontological Assumption:
In this sense, the theory is extremely scientific. Spiral of Silence believes that there is fate- opinions are dependent on the majority opinion of the group.

Epistemological Assumption:
The theory is also quite scientific in the relationship between the research being done and the researcher. What is researched is not dependent on the observer, there is one truth; an absolute if you will concerning the Spiral of Silence. People are quiet with their opinions and that is that.

Axiological Assumption:
I feel that Spiral of Silence is scientific in the values sense as well. Research being done is value neutral and unbiased on the researchers' behalf since they would have no reason or means to skew the findings in any way.

Critique:

The Spiral of Silence theory is a scientific theory that for the most part is quite sound in situations in which opinions are not of great consequence. For example, if my opinion is a strong conviction and I am unwilling to bend in my beliefs then the theory may not apply to me to such an extent. Also, if I am an opinion leader, (from the Diffusionof Innovations theory) that is I am the one voicing my opinion and affecting other people; then I also may not bend in my opinions either.

Ideas and Implications:

The Spiral of Silence is useful to apply in situations when trying to explain why people cover up or change their opinions when in a group setting especially when they think they are alone in their opinions.

Example:

An example to help illustrate the Spiral of Silence theory is a person going out with a new group of people or on a date with someone you do not know very well. When ordering pizza for this theory, I would conform to the mushroom lovers because I feel I am in the minority since I do not like mushrooms and i think everyone else does. Therefore I do not want to be rejected or alone in my opinions.

TECHNOLOGICAL DETERMINISM THEORY

Explanation of Theory:

Technological Determinism state that media technology shapes how we as individuals in a society think, feel, act, and how are society operates as we move from one technological age to another (Tribal- Literate- Print- Electronic).

Theorists: Marshall Mcluhan

Date: 1962

Primary Article:

Mcluhan, M. (1962). The Gutenberg Galaxy: The making of Typograhic Man. Toronto: University of Toronto Press.

Individual Interpretations:

We learn and feel and think the way we do because of the messages we receive through the current technology that is available. The radio required us to only listen and develop our sense of hearing. On the other hand, television engages both our hearing and visual senses. We then transfer those developed senses into our everyday lives and we want to use them again. The medium is then our message.

USES AND GRATIFICATIONS THEORY

Explanation of Theory:

Blumler and Katz’s uses and gratification theory suggests that media users play an active role in choosing and using the media. Users take an active part in the communication process and are goal oriented in their media use. The theorist say that a media user seeks out a media source that best fulfills the needs of the user. Uses and gratifications assume that the user has alternate choices to satisfy their need.

Theorists: Blumler and Katz

Date: 1974

Primary Article:
Blumler J.G. & Katz, E. (1974). The uses of mass communications: Current perspectives on gratifications research. Beverly Hills, CA: Sage.

Metatheoretical Assumptions:

Ontological Assumptions:
Deterministic----------------X---free will

Epistemological Assumptions:
Truth------------------------------X----Multiple Truths

Axiological Assumptions:
value neutral-----------------X----value laden

Individual Interpretations and Critique:
Uses and gratifications theory takes a more humanistic approach to looking at media use. Blumler and Katz believe that there is not merely one way that the populace uses media. Instead, they believe there are as many reasons for using the media, as there are media users. According to the theory, media consumers have a free will to decide how they will use the media and how it will effect them. Blumler and Katz values are clearly seen by the fact that they believe that media consumers can choose the influence media has on them as well as the idea that users choose media alternatives merely as a means to and end. Uses and gratification is the optimist’s view of the media. The theory takes out the possibility that the media can have an unconscience influence over our lives and how we view the world. The idea that we simply use the media to satisfy a given need does not seem to fully recognize the power of the media in today’s society.

Ideas and Implications:
Uses and gratification theory can be seen in cases such as personal music selection. We select music not only to fit a particular mood but also in attempts to show empowerment or other socially conscience motives. There are many different types of music and we choose from them to fulfill a particular need.

HOW TO ORGANIZE A PRESS CONFERENCE PR handout MC 245

HOW TO ORGANIZE A PRESS CONFERENCE PR handout

Hold a press conference only when you have news to present to the public, i.e. a news announcement, a new report released, a protest staged, etc.

Determine your Target

Audience:

The target audience for your news will determine what kind of event you stage and what media outlets to invite. That means where you stage the event, who speaks, what the banners look like and numerous other details will be decided by your target audience. For example, events promoting youth related messages will look and sound very different from an event targeting seniors.

Good and Bad News Days &Times:

Tuesday–Thursday in the late morning hours are prime time for press conferences. Do not stage your events late in the afternoon or evening when many reporters are on deadline. If you must stage a rally after work, for example, at least do it during the evening television news so the station can send cameras for live coverage. Mondays are not preferred because offices will be closed over the previous weekend and you will not be able to reach key reporters for a couple of days before the event. Fridays are not good either, because the news may come out in Saturday’s media, the least read issue of the newspaper.

Avoid Being “Bumped”

Check for competing events.

Keep the Event Short

About 30 to 45 minutes is the length of a good press conference.

Location

Make your event convenient for reporters, yet dynamic and appropriate

in terms of backdrop.

Speakers Lineup

Limit your speakers at a press conference to three or four maximum. The first speaker welcomes, hosts, introduces other speakers and communicates key messages. Typical speakers might include: An executive director or other key staff person, board member, a person or two representing the personal human interest, a public official, celebrity, local politician or ally and an “expert”, say, the author of the report you are realizing or the lawyer in charge of a case.

Practice Your Event

For press conferences, consider a “dress rehearsal” the day before with your speakers (at least those who can attend). Fire questions that reporters may ask at the speakers during the rehearsal, and test any audio visual equipment you may be using.

If time is an issue, meet briefly before prior to the event.

Check List for a Press Conference

  • News defined for press conference
  • Identified target audience
  • Location, time and date scheduled and confirmed
  • Checked calendar for conflicts
  • Speakers identified and confirmed
  • Media advisory drafted and sent to reporters
  • Deliverables produced (press kit, reports,

videos, etc.)

  • Logistics in place for media event (security, crew,

volunteers)

  • Decorations produced (banners, posters, podium

logo, charts, etc.)

  • Pitch call to reporters made
  • Dress rehearsal for speakers at press conference
  • Audio-visual equipment secured for space
  • Media check-in sheet put out. Someone assigned

to staff the check-in desk at all times

  • Reporters greeted and checked in as they arrive
  • First speaker starts on time
  • Other speakers start on time
  • Q&A period starts
  • Closing after Q&A
  • Follow-up work completed

What is a media advisory?

A media advisory is a short announcement to let the media know about a planned event or to let journalists know where you will be releasing information such as a report. A good media advisory answers the 5W’s – who, what, why, when and where.

Format

Place your logo and the name of the group, at the top of the page

Below your logo, on the left side of the page put MEDIA ADVISORY

Put the date directly below this

Put contact information on the right side

Start with a headline, in a bold font

Follow with an introductory statement, which announces the news

List the 5W’s

Who: Provide the name of your group, as well as speakers and affiliates

What: Outline the type of event – is it a press conference, a demonstration, a public
forum?

Where: Provide the location, with an address and directions, if required

When: Include the day, date and time – make sure to include am or pm

Why: Describe the purpose of the event

When to send out the advisory

This depends upon the types of media that you are targeting. For daily media, fax or e-mail the advisory a day or two before the event. You will have to allow more time for weekly shows and publications.

The day before the event, call reporters. Do not ask reporters if they received your release. Pitch the story and remind them about your event.

Lawn Care Pesticides Found in Tanzanian Rivers

LOGO

Environmentalists release results of an Environment study showing

the degree of pesticide contamination in urban rivers and streams

WHAT: Janet May of Pesticide Free Tanzania will release the results of an Environment study of pesticides in the River Rufiji.

WHEN: Thursday December 19, 2003 10:00 am

WHERE: The Courtyard

WHY: The pesticides used do not pollute water. The results of this study tell a different story.


Social theories Handout MC 145

Social theories

Theory of modern society.

  1. Mass society

Old hierarchies have been replaced by a society in which everyone is an isolated individual. But because social order is unavoidable, it is created by herding people into organizations and movements led despotically from above.

Source:

David Miller et al., eds, The Blackwell Encyclopaedia of Political Thought (Oxford, 1987) Mass society is a description associated with society in the modern, industrial era.

Descriptions of society as a "mass" took form in the 19th century, referring to the leveling tendencies in the period of the Industrial Revolution that undermined traditional and aristocratic values.

In the late 19th century, in the work of Émile Durkheim, the term was associated with society as a mass of undifferentiated, atomistic individuals.

Émile Durkheim (April 15, 1858 – November 15, 1917) was a French sociologist whose contributions were instrumental in the formation of sociology and anthropology. His work and editorship of the first journal of sociology (L'Année Sociologique) helped establish sociology within the academy as an accepted social science. During his lifetime, Durkheim gave many lectures, and published numerous sociological studies on subjects such as education, crime, religion, suicide, and many other aspects of society. He is considered as one of the founding fathers of Sociology.

In 1895 he published Rules of the Sociological Method.


  1. Conflict theory

Theory of politics as moderated antagonism.

Politics is best seen as competition or conflict over resources, power, or prestige.

The term covers a wide range of theories, amongst which, appropriately, there is no agreement, but of which Marxism is the most familiar.

Source:

Alan Bullock, Oliver Stallybrass, and Stephen Trombley, eds, The Fontana Dictionary of Modern Thought, 2nd edn (London, 1988)

  1. Exclusion theory

Also referred to as social closure theory.

Groups maximize their own benefits by excluding non-members. At the same time they establish their identity as much by excluding non-members as by defining the characteristics of membership. Identity thus depends on the identification of 'outsiders' or 'enemies'.

Source:

Frank Parkin, Marxism and Class Theory: A Bourgeois Critique (London, 1979).

  1. Functionalism

Theory of relation of parts to social whole.

Society is a system of interrelated institutions and processes, which are to be understood in terms of the function they perform for the system as a whole. These functions are not necessarily intended, and may even be contrary to the expressed intentions of those concerned.


  1. Action theory

Action theory is a theory of social investigation.

The social investigator cannot and should not be indifferent to what he/she studies. People are always both subjects and objects of research, and thus investigation should involve principled stands on the problems studied, and principled intentions of changing them.

Source:

Maggie Humm, The Dictionary of Feminist Theory (Hemel Hempstead, 1989).

  1. Feminist theory and methodology

The application of feminist theory to methods and concepts of sociological investigation.

Feminist research practice requires a critical stance towards existing methodology in the social sciences. While an attention to the responsibilities, rights and particular knowledge of those studied, and a recognition of gendered power relationships in the conduct and process of research may not be unique to feminist methodology; they are an essential component of it.

All ways of knowing are political. The use of feminist methodology implies a commitment to the empowerment of women.

Source:

Helen Roberts, ed.. Doing Feminist Research, 2nd edn (London, 1990).


  1. grand theory

A class of theories rather than a particular one.

Grand theory is any theory which attempts an overall explanation of social life, history, or human experience. It is normally contrasted with empiricism, positivism, or the view that understanding is only possible by studying particular instances, societies, or phenomena.

Source:

Quentin Skinner, ed., The Return of Grand Theory in the Human Sciences (Cambridge, 1985).

  1. Grounded theories

Attempt to relate empirical and theoretical social science.

Theories which seek to explain political or social phenomena must be 'grounded' in empirical observation, otherwise they are simple inventions.

also see: empiricism

Source:

Barney G Glaser, The Discovery of Grounded Theory (New York, 1967).


  1. human nature

Theory of human individual and social character.

There is a 'natural' human character as there is a natural shape to a particular plant or a natural form to a particular animal.

This human nature is prior to the particularities of any time or place.

Also see: dialectic, dialectical materialism

Source:

David Miller et al., eds, The Blackwell Encyclopaedia of Political Thought (Oxford, 1987).

  1. Law of the small number


Theory of the German social scientist Max Weber (1864-1920) regarding the influence of small groups in key positions.

'The ruling minority can quickly reach understanding among its members; it is thus able at any time quickly to initiate that rationally organized action which is necessary to preserve its position of power.'

A concise statement of practical elitism.

Source:

Max Weber, Economy and Society, Guenther Roth and Claus Wittich, eds, 2 vols (London, 1978).

  1. Marxism

Theories derived from the work of Karl Marx (1818-1883).

The influence of Marx and of Marxism may be judged from the fact that Marxism has been compared, in its enormous variety, to Christianity.

Starting points, though not conclusions, for Marxism are an understanding of history as moved by class struggle; of economic classes as the principal components of society; of politics as derived from clashes of economic interests of CAPITALISM as a system which denies fundamental human aspirations.

Source:

David Miller et al., eds, The Blackwell Encyclopaedia of Political Thought (Oxford, 1987).

  1. altruism (1850-1855)

Also called (William Donald) Hamilton's genetical theory of social behavior, altruism is any behavior of an animal that may be disadvantageous for the individual, but that benefits others of its species.

The theory was espoused (as the 'law of mutual aid') by Prince Peter Kropotkin (1842-1921), a Russian philosopher; but the term was coined by Auguste Comte (1798-1857), French philosopher and social reformer.

A bird that warns the flock of impending danger by calling out, thereby making itself obvious to the predator, is nonetheless increasing the likelihood that its own kin (and their shared gene pool) will survive. Prince Peter Kropotkin believed that both animal and human survival depended on mutual aid, and recorded many examples from the animal kingdom.

Compare with: survival of the fittest

  1. collectivism


Theory of social and political organization.

The major problems facing individuals are ones which they share in common with others. The solutions, correspondingly, are most effective when pursued in common or collectively.

The provision of welfare and the cultivation of the economy, in particular, are best conducted through collective rather than individual action. The highest and most general form of collective action is the state, and collectivism is frequently a synonym for the advocacy of governmental solutions to social problems.

Collectivism differs from communalism and is frequently contrasted with individualism.

Source:

A V Dicey, Law and Public Opinion in England during the Nineteenth Century, 2nd edn (London, 1914, reprinted London 1962).

  1. communications theory


Explanation of human society in terms of communication of meanings.

The existence of social relations and of human society depends on the creation of shared meanings and understandings. These in turn depend on the communication of such meanings amongst people, and in this process language plays a central role. There are many differing accounts of these processes.

Source:

Allan Bullock, Oliver Stallybrass, and Stephen Trombley, eds, The Fontana Dictionary of Modern Thought, 2nd edn (London, 1988).

  1. piecemeal social engineering

Theory of proper method of social reform employed by Austrian philosopher Karl Popper (1902-1994).

Rather than engage in grand schemes, government should deal with problems as they emerge, and respond to social or economic deficiencies in an ad hoc manner.

Piecemeal social engineering was a concept favored by those attracted to the idea of an end of ideology.

Source:

Roger Scruton, A Dictionary of Political Thought (London, 1987)

  1. power

Theory of individuals' and groups' ability to achieve their ends.

In social relations, power is exercised by persons or institutions acting in such a way that their interests or wishes prevail over those of others. They are thus responsible for the consequences. There is dispute, however, over the extent to which they need to be aware of these consequences for it to be usefully said that power is being exercised.

Source:

David Miller et al., eds, The Blackwell Encyclopaedia of Political Thought (Oxford, 1987).

  1. biological determinism

Theory of human character.

Normally attributed to thinkers rather than claimed by them.

Human character is determined by physical, biological characteristics, which are inherited.

Racism and sexism both frequently employ the assumptions of biological determinism to divide people into groups which are alleged to differ in ability and inclination.

Source:

Maggie Humm, The Dictionary of Feminist Theory (Hemel Hempstead, 1989).


  1. public interest

Critical revision of the theory of interests.

More important than an attempt to identify individual or group interests is the identification of the public interest or common good which is shared by members of society as a whole.

Source:

David Miller et al., eds, The Blackwell Encyclopaedia of Political Thought (Oxford, 1987).

  1. racism

Theory of the biologically determined basis of human social character. The term 'racism' is used critically of those employing such theory, rather than as a term of self description.

Humans are divided into biologically distinct groups whose characteristics are passed on by inheritance. Differences in ability, taste, aptitude and culture are thus explained by race.

The theory of race, which developed in the 19th century, was widely discredited after its employment by the Nazi regime as justification for the mass murder of Jews, gypsies, and others deemed inferior.

Racism has been re-employed in the second half of the 20th century by some conservative and right wing thinkers.

Also see: eugenics

Source:

David Miller et al., eds, The Blackwell Encyclopaedia of Political Thought (Oxford, 1987).

  1. social-Darwinism


Attempted application of theory of the survival of the fittest to public policy.

The provision of social services allowed the 'unfit' to survive, and reproduce children who inherited their social characteristics. Such services, therefore, however well-meaning, damaged society.

Source:

David Miller et al., eds, The Blackwell Encyclopaedia of Political Thought (Oxford, 1987).


  1. spontaneous order


Theory of Austrian social scientist Friedrich A. Hayek (1899-1992).

Social order is not deliberately created but arises out of the natural selection of those institutions and values and practices which are effective, so that a traditional framework develops over time within which individuals may operate securely.

Source:

F A Hayek, Law, Legislation and Liberty (London, 1982)

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