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  • Public Relations

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    Ryan Thomas
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    Public relations is information, activities and policies by which corporations seek to create attitudes favorable to themselves and their work. PR activities include one-to-one contacts, as in lobbying, as well as attempts to influence media coverage of clients. The history of PR the 1960s to today; the "symmetrical" model Ralph Nader Move away from manipulation.

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    Public relations is information, activities and policies by which corporations seek to create attitudes favorable to themselves and their work. PR activities include one-to-one contacts, as in lobbying, as well as attempts to influence media coverage of clients. The history of PR the 1960s to today; the "symmetrical" model Ralph Nader Move away from manipulation.

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    18 просмотров14 страниц

    Public Relations

    Загружено:

    Ryan Thomas
    Public relations is information, activities and policies by which corporations seek to create attitudes favorable to themselves and their work. PR activities include one-to-one contacts, as in lobbying, as well as attempts to influence media coverage of clients. The history of PR the 1960s to today; the "symmetrical" model Ralph Nader Move away from manipulation.

    Авторское право:

    Attribution Non-Commercial (BY-NC)
    Скачайте в формате PPT, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 14

    Public Relations

    COM 101: Mass Communication & Society

    Overview

    What is public relations? The history of public relations The public relations industry Production, distribution, exhibition

    What is PR?

    http://www.youtube.com/watch?v=BTdtD ta7nyY Information, activities and policies by which corporations and other organizations seek to create attitudes favorable to themselves and their work, and to counter adverse attitudes PR activities include one-on-one contacts, as in lobbying, as well as attempts to influence media coverage of clients

    What is PR?

    Comparison between advertising & PR


    How are they different? How are they similar?

    The history of PR

    Early years; the press-agentry model


    Ancient times American Revolution Benjamin Franklin P. T. Barnum Press-agentry model

    The history of PR

    Into the 20th century; the one-way model

    Emergence of PR counselor The Publicity Bureau Ivy Lee

    Pennsylvania Railroad & Standard Oil In-house journalist Distributors of public information Committee on Public Information

    George Creel

    The history of PR

    Edward Bernays and the two-way model

    Sending out facts about the client to well studied groups and for whom the messages are tailored with the objective of leading the groups to view reality from the clients perspective Engineering consent

    The history of PR

    The engineering of consent is the very essence of the democratic process, the freedom to persuade and suggest

    Edward L. Bernays, The Engineering of Consent (1948)

    http://www.youtube.com/watch?v=Y4iMw EZ8_-s

    http://www.youtube.com/watch?v=t47hA n_X9WQ&feature=channel

    The history of PR

    The 1960s to today; the symmetrical model


    Ralph Nader Move away from manipulation

    Model name

    Type of communication

    Associated with

    Model characteristics

    Press-agentry

    One-way

    Franklin, Barnum

    Uses persuasion and manipulation to influence audiences to behave as the organization desires

    One-way model

    One-way

    Lee, Creel

    Uses press releases and other one-way communication techniques to distribute organizational information. Uses persuasion and manipulation to influence audiences to behave as the organization desires. Does not use research to find out how stakeholders feel about the organization Uses communication to negotiate with the public, resolve conflict and promote mutual understanding and respect between the organization and its stakeholders

    Two-way asymmetrical

    Two-way (imbalanced)

    Bernays

    Two-way symmetrical

    Two-way (balanced)

    Contemporary PR

    The PR industry today

    PR activities

    Corporate communications Financial relations Consumer and business-to-business marketing

    The PR industry today

    PR activities (cont.)

    Public affairs PR Communications Political action Government relations Community involvement International relations Crisis management http://iml.jou.ufl.edu/projects/Fall02/Susi/tyle nol.htm http://iml.jou.ufl.edu/projects/Fall02/Susi/exx on.htm Media relations

    Production, distribution, exhibition

    Production

    Press releases
    http://www.gardenorganic.org.uk/schools _organic_network/assets/press_release_e xample.jpg http://www.michiganpress.org/images/sa mple-press-release.jpg

    Video press releases/video news release (VNR)

    http://www.pbs.org/newshour/bb/media/j an-june05/vnr_5-13.html#

    Production, distribution, exhibition

    Distribution

    Publicity outlets E.g., movie stars on Oprah

    Exhibition

    Media outlets use PR generated materials in order to lower the cost of production PR performs a research function

    http://www.youtube.com/watch?v=yaMh 8KGfkTM

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