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| Who is the Father of Public Relations? |
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| comparing the systems of other areas of the world and their media systems |
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Advertising is Everywhere Intrusiveness |
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| Pieces within PR firms (brochures, etc) |
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| Identification of a given product with its manufacturer |
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| Theories are considered to be dynamic because they are always changing |
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| PR professionals who are involved with Government officials |
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| theory that summarizes and is consistent with all known facts |
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| A working definition of Public Relations |
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-A management function
-A means of facilitating change
-An instrument of communication
-A means for creating consistency
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| It is the management function that focuses on the relationships and communications that individuals and organizations have with other groups (called publics) for the purpose of creating goodwill. |
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| Pseudoevent-> Event like the Boston Tea Party |
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| Propaganda Publicity Stage |
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| .T. Barnum created the circus, “Sucker born every minute” |
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| Early 2-way communication |
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Edward Bernays-> Father of PR
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| Advanced 2-way communication |
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| We know what people are thinking |
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R- Research- know something about who you’re communicating
O- Objectives- objectives based on community
P- Programming- the actual communication
E- Evaluation |
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| PR professionals interact with seven categories of publics (audiences) |
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| Employees, Stockholders, Communities, Media (Third Party Endorsement), Government, Investment Community, Customers |
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| Major Public Relations Tools |
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| News, Speeches, Special Events, Written Materials, Audiovisual Materials, Corporate Identity Materials, Public Service Activities, Websites |
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| (smaller, specialized) vs. full service |
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| - certain amount of money per month and company can use the company’s full access |
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| a specific set of services for a client for a specific and permanent fee. |
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| Pre-crisis planning is based on ..... |
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| principle of selecting crisis communication spokesperson |
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| “One voice is more important than one person” |
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| Role of Crisis Communications Spokesperson |
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| Manage the accuracy and consistency of the messages coming from the organization |
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| Communication should be guided by the 5 C’s which are.. |
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| Concern, Clarity, Control, Confidence, Competence |
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| Advertising is used by...... |
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| business firms, nonprofit organizations, professionals and social agencies |
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| Advertising Industry defenders argue |
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| - Advertising supports our economic system- People use advertising to gather information- Ad revenues make possible the “free mass media”- Advertising increases national productivity and improves the standard of living |
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| Specific Complaints of Advertising |
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| - Advertising is intrusive- Advertising is deceptive- Advertising exploits children- Advertising demeans and corrupts culture |
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| used to describe the lavish spending on goods and services acquired mainly for the purpose of displaying income or wealth. |
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Advertising AIDA (Model of Buying) to persuade consumers |
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advertising must attract attention, create interest, stimulate desire, and promote action. |
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| Unique Selling Proposition |
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industry established the National Advertising Review Board (NARB) ... Year Why |
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| 1971, to monitor the potentially deceptive advertising |
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| primary federal agency for the regulation of advertising |
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| The FTC can issue a “cease-and-desist” order |
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| demanding that the practice be stopped, impose fines, and order the creation and distribution of corrective advertising |
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| An Advertisement is false if it: |
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| - Lies outright- Does not tell the whole truth- Lies by implication, using words, design, production device, sound, or a combination of these |
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| Intentional Imprecision (Puffery!) |
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Advertisers often use intentional imprecision in words and phrases to say something other than the precise truth.
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when the other half of the comparison is not identified, intentional imprecision is being used to create the illusion of comparison (Ex. Will last twice as long! (as what?))
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| words that limit a claim (Ex. This could be the last car you buy!) |
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Demographic Segmentation is based on variables such as age, gender, income, occupation, education, religion, race, nationality.
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| Psychographic Segmentation |
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| based on social class, lifestyle, personality, values, attitude, lifestyle, traits that aren’t in terms of raw data |
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| Setting Advertising Objectives |
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| specific communication task accomplished with a specific target audience during a specific period of time |
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| inform consumers to build primary demand (Dvd player) |
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| Build selective demand (Sony Dvd player) |
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Compare one brand to another (Avis vs. Hertz)
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Setting the Advertising Budget Affordable |
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Based on what the company can afford
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Setting the Advertising Budget Percentage of Sales |
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| Based on a certain percentage of current or forecasted sales |
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Setting the Advertising Budget Objective/Task |
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| Based on determining objectives and tasks then estimating costs |
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Setting the Advertising Budget Competitive- Parity |
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| Based on the competitor’s promotion budget (relative to competition) |
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| Developing Advertising Strategy: These two elements jointly: |
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- Creating the advertising messages
- Selecting the Advertising media |
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FOCUS GROUPS - Communication effects: copy testing; is the ad communication well?
- Sales Effects: Is the ad increasing sales? |
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| To understand mass communication theory, you should recognize: |
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| - There is no one mass comm. Theory- Mass comm. theories are often borrowed from other fields of science- Mass comm. Theories are human constructions |
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| a fundamental, even radical, rethinking of what we believe to be true. |
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| The Era of Mass Society Theory: |
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| the idea that the media are corrupting influences that undermine the social order and that “average” people are defenseless against their influence. |
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| Researchers learned that media influence was limited by individual differences, social categories, and personal relationships and the theories that emerged from this era of the first systematic and scientific study of media effects are now called limited effects theories. |
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| The era of scientific perspective |
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| Lazarfeld: Two step flow theory: opinion leaders (in-the-know people)à opinion followers |
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Attitude Change Theories Dissonance Theory: |
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| argues that when confronted by new or conflicting information people experience a kind of mental discomfort, and they consciously and subconsciously work to limit or reduce that discomfort theory interrelated selective processes. |
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Attitude Change Theories Selective Exposure/Selection Attention: |
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| the process by which people expose themselves to or attend to only those messages consistent with their preexisting attitudes and beliefs. |
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Attitude Change Theories Selective Retention: |
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| assumes that people remember best and longest those messages that are consistent with their preexisting attitudes and beliefs. |
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Attitude Change Theories Selective Perception: |
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| predicts that people will interpret messages in a manner consistent with their preexisting attitudes and beliefs. |
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Attitude Change Theories
Agenda setting: |
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| argues that media may not tell us what to think but media certainly tells us what to think about. |
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| Critical Cultural TheoryNews Production Research: |
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| the study of how economic and other influences on the way news is produced distort and bias news coverage toward those in power.- Fragmented News: newspapers and broadcasts composed of a large number of brief, encapsulated stories- Normalized News: seeks out and reports the opinions and perspectives of the authorities. |
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| truth, privilege, “fair comment” |
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| you knew something was false and published it anyway |
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| Social Responsibility Theory |
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| asserts that media must remain free of government control, but in exchange media must serve the public |
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| rule of behavior or moral principles that guide our actions in given situations |
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| the greatest good for most amount of people |
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Applied Ethics: 3 Step Process |
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1) Define situation
2) Examine options
3) Justify Decision (action) |
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