lecture 2

lecture 2 - Understanding Public Relations; Importance of...

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Understanding Public Relations; Importance of the News Media I) Four Step Model of PR a. Research b. Planning c. Communication d. Evaluation II) Values-Driven PR a. An organization’s objectives b. c. Organization’s culture, lack of access may inhibit d. Communication should be consistent with identity III) Early PR Practioners a. PT Barnum i. Publicizing his goods any means possible ii. Objective: Exposure to get people to buy b. Ivy Lee i. Declaration of principles for PR to follow 1. Inform Public 2. Messages about performance (can’t be lie about figures) 3. Performance determines & becomes publicity, PR c. George Creel i. Committee for Public Information (CPI) ii. Created a coherent explanation for govt – why to go to war & get people behind it (war bonds) d. Walter Lippman i. Book- “Public Opinion” – what PR people have to achieve 1. Up to PR to establish pictures in peoples head how they want public to see them (imagining how events occurred
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lecture 2 - Understanding Public Relations; Importance of...

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