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Reading cases
 

Reading cases

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This presentation uses Bloom's Taxonomy to explain reasons for reading Public Relations Cases.

This presentation uses Bloom's Taxonomy to explain reasons for reading Public Relations Cases.

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    Reading cases Reading cases Presentation Transcript

    • Reading Cases PR Cases Brad Gangnon 2010/10/11
    • Bloom’s Taxonomy
      • 6 Levels of intellectual work or learning
        • Knowledge
        • Comprehension
        • Application
        • Analysis
        • Synthesis
        • Evaluation
    • Knowledge and Comprehension
      • Knowledge
        • Recall specific details
        • Remembering the communication context
          • Assessed: true/false, multiple choice
      • Comprehension
        • Grasp the meaning
        • Summarizing and explaining the case
          • Assessed: short answers (a sentence to a paragraph)
    • Finding the Details
      • Finding Facts (Knowledge)
        • Dates
        • Times
        • Statistics
      • Finding Interpretations (Comprehension)
        • Opinions
        • Reactions
        • Responses
    • Examples of Details
      • “ On the night of December 3-4, 1984, water used to flush the pipes …” (p.220)
        • Fact or Interpretation
        • Why
      • “ . . .financial services organization with about 35,000 employees” (p. 254)
        • Fact or Interpretation
        • Why
      • “ Her death in an automobile accident that August further highlighted the landmine issue” (p. 134)
        • Fact or Interpretation
        • Why
    • Examples of Details (cont)
      • “ Ethnic Latvians have been oppressed by other cultural groups dating back to the 12th century …” (p. 205)
        • Fact or Interpretation
        • Why
      • “ The company seems to have a decentralized structure” (p. 286).
        • Fact or Interpretation
        • Why
      • “ . . . many in Nigeria believe these oil companies have worked in collusion with a corrupt government” (p. 320)
        • Fact or Interpretation
        • Why
    • Examples of Details
      • “ On the night of December 3-4, 1984, water used to flush the pipes …” (p.220)
        • Fact or Interpretation
        • Why: Date
      • “ . . .financial services organization with about 35,000 employees” (p. 254)
        • Fact or Interpretation
        • Why: statistic/number
      • “ Her death in an automobile accident that August further highlighted the landmine issue” (p. 134)
        • Fact or Interpretation
        • Why
    • Examples of Details (cont)
      • “ Ethnic Latvians have been oppressed by other cultural groups dating back to the 12th century …” (p. 205)
        • Fact or Interpretation
        • Why: Date
      • “ The company seems to have a decentralized structure” (p. 286).
        • Fact or Interpretation
        • Why: seems to have
      • “ . . . many in Nigeria believe these oil companies have worked in collusion with a corrupt government” (p. 320)
        • Fact or Interpretation
        • Why
    • The Complicated Examples
      • “ Her death in an automobile accident that August further highlighted the landmine issue” (p. 134)
        • Fact: Her death in an automobile accident that August
        • Interpretation: further highlighted the landmine issue
      • “ . . . many in Nigeria believe these oil companies have worked in collusion with a corrupt government” (p. 320)
        • Fact: many in Nigeria believe (can be supported with statistics)
        • Interpretation: worked in collusion with a corrupt government
    • Application
      • “ The ability to use learned material in new and concrete situations.”
      • Key verbs: apply, demonstrate, schedule, use, interpret, write
        • Know how a case you learned relates to your current communication problem/situation
          • Assessed: short and long essay questions; papers; projects
    • Practical: Solve an Immediate Problem
      • PR practioners read cases to solve an immediate problem
        • Goals
          • Find similar problem
          • Apply strategy and/or tactics to solving the problem
          • Hypothetical Questions on examinations
    • Reading Systems Preview of Reading Techniques
    • SQ3R
      • Best used to for knowledge and comprehension on Bloom’s Taxonomy
        • Survey
        • Question
        • Read
        • Recite
        • Review
    • Survey
      • the title, headings, and subheadings
      • captions under pictures, charts, graphs or maps
      • review questions or teacher-made study guides
      • introductory and concluding paragraphs
      • summary
    • Question
      • Turn the title, headings, and/or subheadings into questions
      • Read questions at the end of the chapters or after each subheading
      • Ask yourself, “ Why did my instructor assign this chapter or case ?"
      • Ask yourself, "What do I already know about this subject?"
    • Read/Write
      • While reading take notes to answer your questions
      • Some questions may have answers in different parts of the reading
    • Recite and Review
      • Recite
        • Answer your questions aloud after reading
        • Use your notes to find details you don’t remember before the text book
      • Review
        • Recite what your remember later
        • Review your notes to add to your memory
    • Recap
      • Bloom’s Taxonomy
      • The Details
        • Facts
        • Interpretations
      • Problem Solving (Application)
      • SQ3R Method