Reading Cases  PR Cases Brad Gangnon 2010/10/11
Bloom’s Taxonomy <ul><li>6 Levels of intellectual work or learning  </li></ul><ul><ul><li>Knowledge </li></ul></ul><ul><ul...
Knowledge and Comprehension <ul><li>Knowledge </li></ul><ul><ul><li>Recall specific details  </li></ul></ul><ul><ul><li>Re...
Finding the Details <ul><li>Finding Facts (Knowledge)  </li></ul><ul><ul><li>Dates </li></ul></ul><ul><ul><li>Times  </li>...
Examples of Details  <ul><li>“ On the night of December 3-4, 1984, water used to flush the pipes …” (p.220) </li></ul><ul>...
Examples of Details (cont) <ul><li>“ Ethnic Latvians have been oppressed by other cultural groups dating back to the 12th ...
Examples of Details  <ul><li>“ On the night of December 3-4, 1984, water used to flush the pipes …” (p.220) </li></ul><ul>...
Examples of Details (cont) <ul><li>“ Ethnic Latvians have been oppressed by other cultural groups dating back to the 12th ...
The Complicated Examples <ul><li>“ Her death in an automobile accident that August further highlighted the landmine issue”...
Application   <ul><li>“ The ability to use learned material in new and concrete situations.” </li></ul><ul><li>Key verbs: ...
Practical: Solve an Immediate Problem <ul><li>PR practioners read cases to solve an immediate problem  </li></ul><ul><ul><...
Reading Systems Preview of Reading Techniques
SQ3R <ul><li>Best used to for knowledge and comprehension on Bloom’s Taxonomy  </li></ul><ul><ul><li>Survey  </li></ul></u...
Survey  <ul><li>the title, headings, and subheadings  </li></ul><ul><li>captions under pictures, charts, graphs or maps  <...
Question <ul><li>Turn the title, headings, and/or subheadings into questions  </li></ul><ul><li>Read questions at the end ...
Read/Write <ul><li>While reading take notes to answer your questions  </li></ul><ul><li>Some questions may have answers in...
Recite and Review <ul><li>Recite </li></ul><ul><ul><li>Answer your questions aloud after reading </li></ul></ul><ul><ul><l...
Recap  <ul><li>Bloom’s Taxonomy </li></ul><ul><li>The Details </li></ul><ul><ul><li>Facts </li></ul></ul><ul><ul><li>Inter...
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Reading cases

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

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Reading cases

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

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