In the option price model dividend is one the variables, so normally the dividend is prices in like the other factors. What you should look out for, is the days around the actual dividend payment, in this period you can have a high risk to get assignments even if there is a time value in the option. Many traders would like to have the stock to get the dividend for tax and other reasons.
If a company reports a new dividend it will be priced in, the dividend value means lower prices for CALL options and higher prices for PUT options