tailieunhanh - Lecture The dynamics of mass communication: Media in the digital age - Chapter 14

Chapter 14 - Public relations. The following will be discussed in this chapter: Defining public relations, a short history of public relations, public relations in the digital age, organization of the public relations industry, departments and staff, the public relations program, economics. | Public Relations Chapter 14 © 2009, The McGraw-Hill Companies, Inc. All rights reserved. CHAPTER OUTLINE Defining Public Relations A Short History of Public Relations Public Relations in the Digital Age Organization of the Public Relations Industry Departments and Staff The Public Relations Program Economics DEFINING PUBLIC RELATIONS (1 of 2) Similar to, but essentially different from, advertising Both try to persuade; both use mass media Main differences PR is management function; advertising is marketing function PR uses all forms of communication; advertising does not use interpersonal PR is not paid for; advertising is DEFINING PUBLIC RELATIONS (2 of 2) Promotion vs. publicity Public relations practitioners Work with public opinion Are concerned with communication Target publics (plural) Perform a management function World Assembly of Public Relations definition A SHORT HISTORY OF PUBLIC RELATIONS (1 of 2) American Revolution Ivy Lee Creel Committee (President | Public Relations Chapter 14 © 2009, The McGraw-Hill Companies, Inc. All rights reserved. CHAPTER OUTLINE Defining Public Relations A Short History of Public Relations Public Relations in the Digital Age Organization of the Public Relations Industry Departments and Staff The Public Relations Program Economics DEFINING PUBLIC RELATIONS (1 of 2) Similar to, but essentially different from, advertising Both try to persuade; both use mass media Main differences PR is management function; advertising is marketing function PR uses all forms of communication; advertising does not use interpersonal PR is not paid for; advertising is DEFINING PUBLIC RELATIONS (2 of 2) Promotion vs. publicity Public relations practitioners Work with public opinion Are concerned with communication Target publics (plural) Perform a management function World Assembly of Public Relations definition A SHORT HISTORY OF PUBLIC RELATIONS (1 of 2) American Revolution Ivy Lee Creel Committee (President Wilson) Edward Bernays Carl Byoir Fireside Chats (President Roosevelt) A SHORT HISTORY OF PUBLIC RELATIONS (2 of 2) Social changes prompted growth of PR Corporate social responsibility Increasing consumerism Complexity of modern organizations Population growth and workplace specialization Spin doctor Specialist in political campaigns and government activities PUBLIC RELATIONS IN THE DIGITAL AGE The Internet has added new dimensions to Public Relations Communicating with the Audience Corporate web sites are first line of communication Organizations, shareholders, consumers Interactive features of Web Communicating with the Media PR practitioners use the Internet to streamline their media efforts E-mail press releases E-mail to communicate with journalists Distribute information via the Web Target story ideas and press releases to appropriate sources Database software and e-mail merge New Channels of Feedback PR agencies use web for feedback on companies, .