کد مقاله کد نشریه سال انتشار مقاله انگلیسی ترجمه فارسی نسخه تمام متن
4761786 1362151 2017 7 صفحه PDF ندارد دانلود رایگان
عنوان انگلیسی مقاله
Why values matter – how public relations professionals can draw on moral foundations theory
ترجمه فارسی عنوان
چرا ارزش ها اهمیت دارد: چگونه متخصصان روابط عمومی می توانند به تئوری مبانی اخلاق بپردازند
کلمات کلیدی
ارزش ها؛ روانشناسی؛ تحقیق کیفی؛ شهرت؛ سیاست؛ بینش، بصیرت، درون بینی؛
Values; Psychology; Qualitative research; Reputation; Politics; Insight;
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی

This paper will explain why corporate public relations practitioners need to draw on the role values play in how people weigh up issues, brands, and claims—and how this knowledge can lead to more powerful and resonant communications.Understanding the role of values in driving attitudes and behaviors is crucial for four reasons:1The new polarized, politicized, and value-driven public information environment requires corporate communicators and other public relations professionals to understand how people’s identity and values hardwire their decisions and actions.2In this environment, information alone is not enough to change opinion. Facts and figures are often dismissed or are rejected when they go against people’s sense of identity or existing values, making connecting to deep-seated motivations crucial.3Communicators needs to explore what is in the background of people’s opinions—not just the foreground. They must go beyond an over-reliance on rational responses to direct questions and an obsession with dry metrics. Mapping out rational opinions against nonconscious values unearths more textured insights and communication strategies.4The communications sector needs to play a rapid catch-up game with marketing, which grasp the role of motivation and identity in informing people’s attitudes, and are pioneering more effective methods to get a rounded perspective on how we act.Coming out of psychology, moral foundations theory, with its focus on how people’s core values inform attitudes and decisions, provides a powerful analytic and interpretative framework to understand and navigate this new polarized and political environment.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Public Relations Review - Volume 43, Issue 1, March 2017, Pages 123-129
نویسندگان
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