Brand Names

"Father of PR"

Came up with a scientific way of approaching an audience.

(Two-Way Communication)

Considered by some as the founder of modern PR.

Started by helping railroads deal with image problems.

Importance of telling the truth -- "tell the truth because soon enough the public will know about it anyways."

"Declaration of Principles" -- openly/honesly supply accurate/timely news to the press

People within the organization.

There should be a good sense of morale within the company, and they need to be effective in communicating. There should be an open-door policy with management. There should be a variety of ways to communicate with the company (newsletters, intranet, etc.)

People outside the organization.

The press is one of the most external publics because it is through the press that organizations communicate to many of their publics. (Media Relations)

Informing

Persuading

Integrating

Four minute speeches during WWI.

(Mass media gave the messages to an opinion leader who would then give it to the people)

Bringing together (common and shared experiences) pg. 373

Used in terms of old and new media.

The web will replace the old paper mediums of newspapers and magazines and broadcast media.

New media synergy means you get all of the advantages of the old media in one package.

(the Pentagon's Advanced Research Projects Agency)

A precursor to the internet, also a precursor to the TCPIP (a translator device).

This translated information, academic enterprise connected 4 different universities including the UofU.

Vision: Networking computers across the contry.

A set of values that holds users should have absolute control over their computer systems and free access to all information contained on those computers.

1. Access to computers should be unlimited and total

2. All information wants to be free

3. Mistrust authority -- promote decentralization

4. You should be judged by your skills and not by bogus criteria such as degrees, age, race, or position

Openness and accessibility

- Available for free

- One address to take users to any document throughout the world

- Everything should be linkable, accessible

- Any type of data should be available on any type of computer

- No central control "control it yourself" --You customize it.

Tim Berners-Lee created WWW.

- Saw Internet as potential mass communication

- Wanted to share documents anywhere in the world

- Gave software away for free

- Started as non-profit

Downsides to Cyberspace

- Sense-destroying and mind-numbing activities

- Promote evil and degrading things

- Excessive time spent in cyberspace can lead to a blurring between reality and virtual reality, thus minimizing the importance of our physical bodies.

"Beware of the sense-dulling and spiritually destructive influence of cyberspace technologies that are used to produce high fidelity and that promote degrading and evil purposes."

Technology improves the use of our agency by allowing us to easily access the best in every corner of the world. We must "make our use of technology and media a holy sacrament." Is media having a positive or negative impact on your soul? Media disperses our souls across vast geographies. Our agency is not overwhelmed by technology, but enhanced by technology.

3 questions she tells us to ask ourselves about our media usage:

1. Am I having media conversations (media literacy) or just consuming the media?

2. What conversations am I having about media with my family?

3. What am I doing to improve the conversations around me when I use media to communicate?

TV has a bias toward amusement, entertainment, and ultimately trivia.

TV's biggest problem is when it tries to be serious.

- treats serious subjects as entertainment.

- rewards performances, not ideas.

Postman felt like the Lincoln-Douglas debates were the pinnacle of public discourse.

Philo T. Farnsworth

- his patent expired one year before TV took off

- "created a monster"

TV becomes widly popular.

It is easy to consume.

- bypassed support systems (family, teacher, etc.)

- has become dominant shared cultural experience

TV can dominate people's time

1950s - capri pants considered immodest

1990s - mild nudity appears on TV

1997 - TV content rating implemented

2004 - Superbowl "wardrobe malfunction" decency rules become much stricter

Flow.

Before broadcast TV, texts were discrete.

Became scheduled, made into programs, aimed at target audiences.

Shows are made around commercial breaks.

Laugh tracks normalize excessive laughter.

- We are conditioned to laugh at everything in America, especially if we're heavy media consumers.

- They don't take us seriously.

TV execs need to build a machine that tells people when to cry.

Popular music is different from "serious music."

It is extremely standardized.

Talent and creativity is supressed.

The listener wants leisure and escape, not thinking.

Pop music doesn't require listening.

Listeners like the formula and reject songs that don't fit this.

Using technology to enter into closed systems of intelectual property and reopen them to either borrow, add to, or alter the existing context.

This is a byproduct of living in a Post-Parenthetical society.

"An artist is now much more seen as a connector of things, a person who scans the enormous field of possible places for artistic attention, and says, 'What I am going to do is draw your attention to this sequence of things.' " -Someone who connects things.

Copy-Right

Those who want to control intellectual property. An artist should be rewarded for being creative and working hard. That copyright should be rigorous.

Copy-Left

Believes in the free sharing of ideas in order to protect cultural evolution.

1. Values production over content.

2. The past always tries to control the future.

3. Our future is becoming less free.

4. To build free societies, you must limit the control of the past.

1. Makes you buy things you don't want.

2. Makes things cost more.

3. Helps sell bad products.

4. Is a waste of money.

A large number of commercials/ads and nonprogram messages that compete for consumer attention on radio/TV/internet.

An ongoing problem for advertisers; how to break through the clutter.

An overall communication strategy for reaching key audiences using ads, PR, sales promotion, and interactive media.

Example: Denny's in 2009 (free breakfast)