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CONCEPTS OF VALUES FOR PUBLIC RELATIONS Bruno Amaral Online PR Consultant http://www.imago.pt http://www.brunoamaral.eu
Values and Values Systems ,[object Object],[object Object],[object Object],[object Object],[object Object]
Suggested Definitions ,[object Object], “ (...) the value is a standard or criterion that serves a number of important purposes in our daily lives: it is a standard that tells us how to act or what to want, it is a standard that tells us what attitudes we should hold, it is a standard we employ to justify behavior, to morally judge, and to compare ourselves with others. Finally, the value is the standard we employ to tell us which values, attitudes, and actions of others are worth or not worth trying to influence. If you have a value and you do not want to influence anyone else under the sun to have it too, the chances are it is not a value. "(Rokeach 1968)
Suggested Definitions ,[object Object]," broad tendencies to prefer certain states of affairs over others " (cf. Hofstede, 2005, p. 8).  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Suggested Definitions ,[object Object],“ According to the literature, values are (a) concepts or beliefs, (b) about desirable end states or behaviors, (c) that transcend specific situations, (d) guide selection or evaluation of behavior and events, and (e) are ordered by relative importance. "Schwartz (1992) emphasizes that values are cognitive representations of three universal human requirements: (a) biologically based organism needs, (b) social interactional requirements for interpersonal coordination, and (c) social institutional demands for group welfare and survival.” Schwartz & Bilsky (1987, p. 551)
What are Values ,[object Object],[object Object]
What are Values ,[object Object],[object Object],[object Object]
How are values used in PR?
How are values used in PR? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
New Approaches to Values and PR ,[object Object],[object Object],[object Object]
New Approaches to Values and PR ,[object Object],[object Object],[object Object]
New Approaches to Values and PR ,[object Object],[object Object],“ We call it the IBM System Brand. Picture a framework with five columns. From left to right the columns are labeled  what it means to look like IBM ,  to sound like IBM ,  to think like IBM ,  to perform like IBM   and ultimately   to be IBM ”
New Approaches to Values and PR ,[object Object],[object Object]
Values and Social Media ,[object Object],[object Object],[object Object],[object Object]
Values and Social Media ,[object Object]
Values and Social Media ,[object Object]
Values and Social Media ,[object Object],[object Object]
A Call to Action
A Call to Action ,[object Object],[object Object],[object Object]

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Concepts of Values for Public Relations

  • 1. CONCEPTS OF VALUES FOR PUBLIC RELATIONS Bruno Amaral Online PR Consultant http://www.imago.pt http://www.brunoamaral.eu
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  • 8. How are values used in PR?
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  • 18. A Call to Action
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