Chapter 16 Lecture0

Chapter 16 Lecture0 - 4/30/11 1 Chapter 16 Public Relations...

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Unformatted text preview: 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 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 l counselors z 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. 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 l counselors z 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. 4/30/11 3 Chapter #16 WWII 1950s Depression Government used PR to encourage support for WWII After WWII 2 types of PR Practitioners...
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This note was uploaded on 02/14/2012 for the course ECON 101 taught by Professor Jadsadjfkl during the Spring '11 term at Aquinas.

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Chapter 16 Lecture0 - 4/30/11 1 Chapter 16 Public Relations...

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