MCOM 253 PR - Exam 1

MCOM 253 PR - Exam 1 - Public Relations Exam 1 Journalism:...

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Public Relations Exam 1 Journalism: write primarily for a mass audience compared to p.r. that writes for a number of selected segmented audiences. Objective of PR is not only to inform but to change people’s attitudes and behaviors in order to further an organization’s goals and objectives. One channel verse variety of channels. Advertising: is paid space and broadcast time compared to p.r. which relies on formats like releases, brochures and newsletters Marketing: concerns itself with customers and selling products where p.r. is concerned with building relationships and goodwill Components that make up public relations: Public Relations: the management of communication between an organization and its publics; two way communication
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Where can one find public relations writing: Dominant coalition: decision makers; influence decisions Media kit: (purpose) aka press kit - usually prepared for major events and new product launches - its purpose is to give editors and reporters a variety of information and resources that make it easier for the reporter to write about the topic Differences (task wise) btwn: Public relations technician: use of technical “craft” skills to disseminate information, persuade, gather data, or solicit feedback Manager: constituency and issue-trend analysis; departmental management, including organizing, budgeting, leading, controlling, evaluating, and problem solving Differences (task wise) btwn account jobs at an agency: Characteristics that make an article in a newspaper or magazine or online newsworthy: Web sites to find collections of news releases from many organizations: Two major organizations representing public relations practitioners: The Public Relations Society of America (PRSA) - largest national public relations organization in the world - Headquarters in New York City - About 20,000 members into 116 chapters nationwide - PRSSA – Public Relations Student Society of Americ The International Association of Business Communicators (IABC) - the second largest organization of communication and public relations professionals - most members live in the United States - about 13,000 members in 60 nations - headquarters in San Francisco The International Public Relations Association (IPRA) - third organization, thoroughly global in scope - based in London - 1000 members in 96 nations - Membership primarily senior international public relations executives Key “firsts” in public relations history: - first press release by a company: Mutual Life Insurance 1888 - first in house publicity department: Westinghouse 1889 - first use of term public relations in printed material: Association of American Railroads 1897
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- first public relations agency: Publicity Bureau in Boston 1900 Significant events in public relations history: Contributions by: Ivy Lee: first public relations counselor - Public information: truthful, accurate information - Pennsylvania Railroad - Rockefeller family Edward Bernays: “father of modern public relations” - two-way asymmetric model
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This note was uploaded on 04/07/2008 for the course MCOM 253 taught by Professor Boland during the Fall '07 term at Towson.

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MCOM 253 PR - Exam 1 - Public Relations Exam 1 Journalism:...

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