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Chapter 16 Lecture0

Chapter 16 Lecture0 - Definition Chapter 16 Public...

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4/30/11 1 Chapter 16 Public Relations Definition Chapter #16 Public Relations Information, activities, and policies by which organizations seek to create attitudes favorable to themselves and their work, and to counter adverse attitudes. Definition Chapter #16 Publicity The process of getting people or products mentioned in the news and entertainment media in order to get members of the public interested in them. Chapter #16 Advertising vs. PR Advertising Public Relations One type of activity More than one type of activity Pays for space/time Doesn t pay for space/ time Announces its presence Doesn t announce its presence Predictable Unpredictable
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4/30/11 2 Chapter #16 Early Pioneers Benjamin Franklin - did not see PR and advertisement as separate activities. P.T. Barnum – mixed advertising, public relations and showmanship. Chapter #16 1900s Advertising and PR industry grew apart PR practitioners positioned themselves as counselors to guide the public image of corporations The Publicity Bureau. Chapter #16 1920s One-way Model of PR Ivy Lee •Focused on sending persuasive facts about client to press •PR counselor as in- house journalist Chapter #16 1920s Two-way Model of PR Edward Bernays •Drew upon social science to shape audiences responses •PR counselor: lead the public to see world from client s perspective.
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4/30/11 3 Chapter #16 WWII – 1950s Depression Government used PR to encourage support for WWII After WWII – 2 types of PR Practitioners 1. Short/long-term PR counselors (PR agencies) 2. Full-time PR specialists (companies) Chapter #16 1960s Two-way symmetrical relationship with the public 1.Research-informed positioning of organization s message. 2.Research informed how to please publics. 3.PR practitioners as mediators between clients & public. Chapter #16 Modern PR Industry Marketing Strategy Sales Promotion Product Price Advertising Distribution Public Relations Personal Selling Promotion Sponsorship and Events Direct Marketing Social Marketing Point of Purchase
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