Professor Margele Andres

gud day po mam margele... d po kami nbgyan ng topic for reporting kaya po ung topic for avp nlang po ung nilagyan nmin ng synthesis.. ngaun q lang po nasend kc friday evening lang po nbgay samin tapos 2mupad pa po aq sa pasalamat kahapon... pasensya na po... ang group memebers po namin ay

dianne novio
jennifer guinto
hazel de castro
angelica ernie
and brian

tnx po..

Individual Orientations and Coorientation
The different publics and reactions stimulated by the two situations in the previous scenarios suggest both individual and shared orientation. Individual orientations, however, do not become public opinion until they shared – by others. In other words, individual orientations include perception of issues or objects in one’s environment, as well as perceptions of significant others’ views of those same issues or objects. When two or more individuals’ orientations include the same issues or objects and each other, they are in state of “coorientation.”
Orientation
Individuals assign value to objects in their environment on the basis of both their previous history with the objects and their assessment of the objects in the current context. (see figure 8.4)








The former value is salience, or the feelings about an object derived from an individual’s experiences and reinforcements from the previous situations. Salience refers to what the individual brings to the situation as a result of history.
The second source of value is pertinence, which refers to the relative value of an object on the basis of object-by-object comparison on the basis of some attribute or attributes. In other words, salience indicates how individuals feel about an object, independent of the situation, whereas pertinence depends on how individuals defines the situation.
An attitude is the cross-situational predisposition or preference with respect to an object. Crespi substitutes “attitudinal system” when referring to what others call “attitude.” He defines attitude systems as comprising of four components:
1. Evaluative frames of reference (value and interests)
2. Cognition (knowledge and beliefs)
3. Affection (feelings)
4. Conation (behavioral intentions)
On the other hand, an opinion is the judgment expressed about an object in a particular situation or given specific circumstances. Scholars have generally distinguished between attitudes and opinion in two ways:

Opinions
Considered verbal or otherwise overt responses to a specific stimulus
Largely situational
Considered to be more cognitive and somewhat less affective in their make-up
Thought-out, reasoned choice between alternatives for action in a social matrix
Attitude
More basic global tendencies to respond favorably or unfavorably to a general class of stimuli
More enduring with a person across situations
An immediate, intuitive orientation

Unexpressed intrapersonal predisposition does not affect public opinion formation not until attitudes are expressed through opinions in discussion or other public communication do they have an impact on the processes of forming and changing public opinion. That opinions are public expressions establishes public opinion as a social phenomenon.
Coorientation
The social or interpersonal concept of public opinion requires two or more individuals oriented to and communicating about an object of mutual interest. In other words, they are “cooriented” to something in common and to each other.
The coorientational model in figure 8.5 illustrates the intrapersonal and interpersonal elements of communication relationships.


First, the intrapersonal construct of congruency describes the extent to which your own views match your estimate of another’s views on the same issue (perceived agreement). Accuracy, then represents the extent to which your estimate matches the other person’s actual views. Because it requires a comparison of observations taken from two different people, accuracy represents an interpersonal construct. The other interpersonal constructs include agreement and understanding. Agreement represents the extent to which two or more persons share similar evaluations of an issue of mutual interest. Understanding measures the similarities in the definitions of two or more persons. In terms used in the individual orientation paradigm, agreement comprises saliences, whereas understanding compares pertinences.
Coorientational Consensus
By including many individuals simultaneously oriented to issues of mutual concern and interest, the interpersonal coorientational model is extended to large social groupings. First, the coorientational approach does not use the traditional “individual agreement” approach to describing public opinion, that is, an aggregation of individual orientations to some issue or topic. Instead, the coorientational approach casts public opinion as the product of both individual perceptions on an issue and their perceptions of what significant others think about the same issue.
Social scientist long ago recognized the need to take into account perceptions of agreement in addition to actual agreement. Scheff argued that perceptions of agreement can be independent of actual agreement and that perceptions of agreement more likely affect public behavior than does actual agreement. Monolithic consensus represents high levels of actual agreement accurately recognized as such by those involved. Dissensus exists when high levels of actual disagreement are accurately perceived as such. (see table 8.1)

Perceives That Majority
Also Agrees on Issue Perceives That Majority
Does not Agree on Issue
Majority actually
agrees on issue Monolithic Consensus Pluralistic Ignorance
Majority does not
agree on issue False Consensus Dissensus
In the context of public relations, the coorientational approach to consensus and relationships is also useful for describing the nature of organization-public relationships.
Coorientational Relationships
The coorientational approach helps identify three public relations problems that call for rather straightforward communication strategies:
1. An organization and a public hold different definitions of an issue.
2. The organization’s perceptions of a public views of an issue (evaluations “and” or “or” definitions) do not match the public's actual views.
3. Members of a public old inaccurate perceptions of an organization’s position on an issue of mutual concern.
Note that in all cases, the nature of the organization-public relationship is threatened by differing definitions and inaccurate perceptions, not by disagreement over the issue itself. None of the situations calls for communication designed to change the level of agreement-disagreement on the issue. Communication that helps create shared definitions and increases accuracy improves the relationship and make each side’s dealings with the other more appropriate (see Figure 8.6).












The coorientational approach serves three major purposes in public relations planning. First, coorientational measures provide the information needed to identify and describe problems in organization-public relationships. Second, coorientational measures provide useful guidance for planning appropriate messages and responses to correct organization-public relationship problems. Third, repeated use of coorientational measures indicates how the relationship changes as a result of the communication and other corrective actions.
In conclusion, public relations establishes and maintains relationships between organizations and their public by – but not limited to – facilitating two-way communication. The communication, however, may have less impact on the extent to which parties agree or disagree than on the accuracy of their cross-perceptions of each other’s views.
Communication not only moves information from one party in a relationship to another but also defines the relationships and social environment within which we all function: as citizens, employees, managers, and policy makers.

Hi Ma'am Margele. Ruby Joy po ito. here's our group members po.

Micah Karenina Soriano
Joie Jarina
Kim Buelva
Ruby Joy San Juan

Ma'am effective na po sa friday yung three-hour class po natin? kasi po dapat po sa pang Monday ako na 2.30 to 5.30. Kaso po hindi po ako nakapasok nung Monday kasi akala ko po hindi pa po effective, pumasok po ako ng tuesday and sabi ng iba effective na po. kaya po napasama po ako sa groups na tuesday.

Get well soon po.

Ma'am Margele this is Veronica Camille Tumang and I was assigned to report CHAPTER 2 - PRACTITIONERS OF PUBLIC RELATIONS (Part 1)

Chapter 2 discussed all about public relations practitioners from WHO THEY ARE, WHAT THEY DO, THE ROLES THEY PLAY AND THEIR PROFESSIONAL ASPIRATIONS. I just found out that the new majority practitioners when we talk about the Public Relations Industry are women and they reached about 66% in the year 1990's. Every practitioners before they can work in the field they need to have a degree or atleast work experiences about Public Relations but we need to take note that Journalism experience is no longer required in preparation for Public Relations employment. It also includes here their salary but it depends where or what organization they are working with. And when they enter the Public Relations Industry, they assign in their respective specialization. When it comes to their roles the practitioners should adopt pattern of behavior in dealing with people.

See you on Friday Ma'am..
Get well soon po..

maam Noel Galigao(5:30-8:30 class)po ito.
wala po ako mahanap na kagroup.Pero try ko pong magkaron ng kasama.
Pagaling po kayo.
Thank you maam..

mam kumusta na po kayo....
pagaling po kayo....

heto po ang mga kagrupo ko sa PR..

herakleine sales
roda orense
rochelle anne santos
chrisia diane coneras

ingat po lage mam.....

P.R. Group
Members:
Arlson Sideno
Ratzel Yu
Rosselle Montemayor
Margerie Pearl del Rosario

Hope you'll get well soon po.
God Bless! :)

nanay margele,
april anne songco po 'to,,,
Assigned topics: Chapter 3 (from what res.roles tells us up to requirements for success..)

ma'am i found out that practitioners of public relations po pala play different roles (itong roles na 'to ay behavios on how they will deal in the situations sa isang organizations) that emerges to the different dominant roles and because of the survey conducted by the PRSA and IABC, nagcome up po yung mga roles na 'to sa between comm. technicians(which can stand alone) over the other roles as expert prescriber, comm.facilitator, and problem solving process facilitator..In these dominant roles, besides that they have different organizations, includes also the threat on their work environment. And the Glass Ceiling Problem whcih studies by women in pr, I also found out the 3 strategies. And also, one thing that catches my attentions is that ...minority practitioners with pr training and skills will continue to be IN DEMAND because all organization need to communicate with the public,, (which means that public relations things is not JUST LIKE WHAT WE THINK... it is actually necessary, and a big deal.. Go back to the topic, I am strongly agree to the requirements that are needed for success.. Because even if you are already professional, you should still practice and improving everything.. especially communication skills...I am beginning to analyzing the five qualities of those on the career "fast Track" by Richard Long.

see you on friday ma'am..gud pm po.. tc..

If you will be able to properly accomplish the tasks assigned to you today, we will not meet on friday. We will just have your presentation tuesday, next week. But if you are going to give me unacceptable results, we will meet on friday. Be updated here. I hope it is clear now miss lorenzo and rgorup members?

mam eto po yung group namen:
angelica ernie
jennifer guinto
macelyn yamat

hi ma'am... kumusta na kayo po? hope you get well soon po...

e2 po ung group members namin..

Jennifer Guinto
Macylyn Yamat
Angelica Ernie

pagaling po kayo ma'am!