Assignment: Public Relations Programs

Assignment: Public Relations Programs

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Assignment: Public Relations Programs
Assignment: Public Relations Programs

Assignment: Public Relations Programs

Discussion Questions

1. Would you eat hamburger made with L.F.T.B? Why or why not?

2. How much did the label “pink slime” contribute to the success of efforts to ban this ingredient?

3. What steps should the beef industry have taken to identify this issue before it became a crisis?

4. How should beef producers have responded to public concerns about L.F.T.B.?

5. How can food producers prepare for future challenges to its products?

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276 Chapter Nine

the interests of the organization at the expense of outsiders. The community as a whole benefits from the ethical, symmetrical relationships. Grunig, Grunig, and Dozier report that excellent public relations departments often become ethics counselors to management. They serve as advocates of social responsibility, which is doing business in a way that benefits society as well as the organization.

Supportive structure. Excellent public relations programs are nurtured by, and reflect, a supportive organizational structure. Supportive structure is organic: decentralized, less formal, less stratified into organizational layers, and more complex. Such structure facilitates participation by empowering employees, delegating responsibility, and soliciting input and feedback. Employees and managers engage in two-way communication and develop symmetrical relationships based on openness and trust. Women and minori- ties have more opportunities for advancement, and workers report a high degree of job satisfaction.

Of all the elements that go into a public relations program, public speak- ing and persuasive campaigns deserve special attention because they play such a critical role in shaping and responding to public opinion. In the next two sec- tions of the chapter, we’ll take a closer look at the relationship between public address and public leadership and outline ways to use persuasive campaigns to full advantage.

Influencing Audiences through Public Address

A Key Leadership Tool Public speaking is a significant tool for all types of public leaders—from

student body officers to environmental activists to religious figures. (The Leadership on the Big Screen case demonstrates just how important speech making can be.) As a matter of fact, it is hard to think of effective leaders who don’t have at least some public speaking ability.13

As an exercise in discovering the essential role of public address in public life and public leadership, identify all the news stories about public speakers from an edition of your newspaper (see application exercise 4 on p. 295). Included below are stories that appeared in one issue of a metropolitan daily.14

• President Barack Obama gave a commencement speech to graduates of all-female Barnard College.

• The president of Haiti commemorated his first year in office at a public ceremony at a national monument where he relit a flame; the nation’s new prime minister thanked legislators for supporting his new government.

• Parents of a Georgia graduate student kept alive through a breathing tube reported on her condition on a national television program.

• School board members announced the next year’s budget during a pub- lic meeting.

• The National Football Foundation named upcoming inductees to the College Hall of Fame.

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• At a bill-signing ceremony, a state governor signed a measure approving the construction of a new professional football stadium.

Of all the talents bestowed upon men [women], none is so precious as the gift of oratory. . . . Abandoned by his [her] party, betrayed by his [her] friends, stripped of his [her] offices, whoever can command this power is still formidable.
You must proofread your paper. But do not strictly rely on your computer’s spell-checker and grammar-checker; failure to do so indicates a lack of effort on your part and you can expect your grade to suffer accordingly. Papers with numerous misspelled words and grammatical mistakes will be penalized. Read over your paper – in silence and then aloud – before handing it in and make corrections as necessary. Often it is advantageous to have a friend proofread your paper for obvious errors. Handwritten corrections are preferable to uncorrected mistakes.

Use a standard 10 to 12 point (10 to 12 characters per inch) typeface. Smaller or compressed type and papers with small margins or single-spacing are hard to read. It is better to let your essay run over the recommended number of pages than to try to compress it into fewer pages.

Likewise, large type, large margins, large indentations, triple-spacing, increased leading (space between lines), increased kerning (space between letters), and any other such attempts at “padding” to increase the length of a paper are unacceptable, wasteful of trees, and will not fool your professor.

The paper must be neatly formatted, double-spaced with a one-inch margin on the top, bottom, and sides of each page. When submitting hard copy, be sure to use white paper and print out using dark ink. If it is hard to read your essay, it will also be hard to follow your argument.ADDITIONAL INSTRUCTIONS FOR THE CLASSDiscussion Questions (DQ)

Initial responses to the DQ should address all components of the questions asked, include a minimum of one scholarly source, and be at least 250 words.
Successful responses are substantive (i.e., add something new to the discussion, engage others in the discussion, well-developed idea) and include at least one scholarly source.
One or two sentence responses, simple statements of agreement or “good post,” and responses that are off-topic will not count as substantive. Substantive responses should be at least 150 words.
I encourage you to incorporate the readings from the week (as applicable) into your responses.
Weekly Participation

Your initial responses to the mandatory DQ do not count toward participation and are graded separately.
In addition to the DQ responses, you must post at least one reply to peers (or me) on three separate days, for a total of three replies.
Participation posts do not require a scholarly source/citation (unless you cite someone else’s work).
Part of your weekly participation includes viewing the weekly announcement and attesting to watching it in the comments. These announcements are made to ensure you understand everything that is due during the week.
APA Format and Writing Quality

Familiarize yourself with APA format and practice using it correctly. It is used for most writing assignments for your degree. Visit the Writing Center in the Student Success Center, under the Resources tab in LoudCloud for APA paper templates, citation examples, tips, etc. Points will be deducted for poor use of APA format or absence of APA format (if required).
Cite all sources of information! When in doubt, cite the source. Paraphrasing also requires a citation.
I highly recommend using the APA Publication Manual, 6th edition.
Use of Direct Quotes

I discourage overutilization of direct quotes in DQs and assignments at the Masters’ level and deduct points accordingly.
As Masters’ level students, it is important that you be able to critically analyze and interpret information from journal articles and other resources. Simply restating someone else’s words does not demonstrate an understanding of the content or critical analysis of the content.
It is best to paraphrase content and cite your source.
LopesWrite Policy

For assignments that need to be submitted to LopesWrite, please be sure you have received your report and Similarity Index (SI) percentage BEFORE you do a “final submit” to me.
Once you have received your report, please review it. This report will show you grammatical, punctuation, and spelling errors that can easily be fixed. Take the extra few minutes to review instead of getting counted off for these mistakes.
Review your similarities. Did you forget to cite something? Did you not paraphrase well enough? Is your paper made up of someone else’s thoughts more than your own?
Visit the Writing Center in the Student Success Center, under the Resources tab in LoudCloud for tips on improving your paper and SI score.
Late Policy

The university’s policy on late assignments is 10% penalty PER DAY LATE. This also applies to late DQ replies.
Please communicate with me if you anticipate having to submit an assignment late. I am happy to be flexible, with advance notice. We may be able to work out an extension based on extenuating circumstances.
If you do not communicate with me before submitting an assignment late, the GCU late policy will be in effect.
I do not accept assignments that are two or more weeks late unless we have worked out an extension.
As per policy, no assignments are accepted after the last day of class. Any assignment submitted after midnight on the last day of class will not be accepted for grading.

Communication is so very important. There are multiple ways to communicate with me: Questions to Instructor Forum: This is a great place to ask course content or assignment questions. If you have a question, there is a good chance one of your peers does as well. This is a public forum for the class.
Individual Forum: This is a private forum to ask me questions or send me messages. This will be checked at least once every 24 hours.