Chapter 12-Public Relations for Blackboard

Chapter 12-Public Relations for Blackboard - Chapter 12...

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Chapter 12 Public Relations
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Propaganda
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Public Relations What is public relations? What do Public Relation Professionals do? Why is public relations considered in a mass media class? Is it mass communication?
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Public Relations Identify Existing Relationships Evaluate the Relationships Improve the Relationships Implement Policies
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Public Relations A management function enabling organizations to achieve effective relationships with their various audiences through an understanding of audience opinions, attitudes, and values.
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Evolutionary Stages of Public Relations PR has evolved through 3 stages Manipulation Information Mutual Understanding—a two-way flow Information from company to publics Information from publics to company Persuasion Aronoff, Craig and Baskin (1997)
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Contrast Terms Manipulate: To influence, manage, direct, control or tamper with something to one’s own advantage Persuade: To induce another to undertake a course of action or embrace a point of view by means of argument
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Public Relations History PR efforts were referenced in the Bible Through ancient Greece Sematikos Rome: “Caesar's Gallic Wars” Propaganda - spread ideas, originated with Catholic Church. Missionaries are propagandists
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Public Relations History Samuel Adams - First PR person in America Developed a campaign against England Committees, public meetings & publicity After Revolution most PR was for politics Press Agentry PR for the purpose of financial gain
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Public Relations History PT Barnum - Master of Press Agentry Entertainer Promoter
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Public Relations History PT Barnum Successfully promoted General Tom Thumb and Jenny Lind
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Public Relations History PT Barnum believed: “There’s a sucker born every minute”
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Chapter 12-Public Relations for Blackboard - Chapter 12...

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