Communications: Chapter 12

Psuedo Event

an event created in any circumstance for the sole purpose of gaining coverage in the media.

Conveying the Message: Press Release

announcements written in the style of news reports that give new informatin about individials or company or an organziation and pitch a stay idea to the news.

What was PT's tactic in PR?

he used hoaxes to make his performers the biggest stars --> he exploited the media for his own sucess

Where has Public Relations been most influencial?

in politics ... the Left and the Right hire "spin" doctors to share their media images

Press Agents

those who sought to advance a client's image through media exposure

What did the railroads originally use the PA for?

to help them obtain federal funds

lobbying

the process of attemping to influence lawmakers to support and vote for an organization's or industry's best interests.

What was Ivy Lee's arugument on PR?

"open relationship between business and the press would lead to a more favorable public image." facts were elusive and malleable begging to be forged and shaped "PR Fact Sheet"

What is entailed in Peforming Public Relations

-Research:formulating the message -Conveying the Message -Media Relations -Special Events and Pseudo Events -Community and Cosumer Relations -Government Relations and Lobbying

What is an example of Public Relations?

-Sharing public image -Establishing/ renewing communication between consumer and companies

CtheM: Video News Releases

30-90 second visual press releases designed to mimic the style of a broadcast newsreport

What is the main difference between advertising and public relations?

Advertising is controlled publicity that a company or an individual buys. Public Relations attemps to secure favorable media publicity.

Why did the PR campaigns actually led to the decline of the railroads?

Artifically mainfained higher rates and burdensome govenment regs forced smaller firms out of business and eventuallyl drove many customers to toher modes of transportation.

What tactics did the PA agents use?

Bribery- buying favorable news stories about rail travle from newspaper through direct bribes Deadheading- giving reporters free rail passes in order to have them write positive reviews.

What PR was used for the early days after shaping celebrity images?

Chicago Edison, AT&T used PR in 18000s to derail competiion and eventually attain monopoly status.

What did PT accomplish regarding Public Relations?

He created a show named "the Greatest Show on Earth" and his performers became some of the biggest celebrities of their time due to his PA skils...

Phineas Taylor

He is the most notorious PA in 1800s.... - gross exagerattions -fradulent stories -staged events

What did Burke, Bill, and PT do?

Introduced publicity as a tactic to elevate entertainment culture to an international level

What kind of message does Public Relations send out?

It is a more compex message that evolves over time. It is transmitted to the public indirectly (new media).

What kind of message does advertising send out?

It is a simple/ fixed message directly transmitted to the public through the purchase of ads.

What man turned over the face of PR and made it a respectable profession?

Ivy Lee

Who is John Burke?

Joh Burke is a PA leader who led 9 agents under WF Cody... his PR tactics included.. - promotional newspaper stories -mag articles and ads -dime novels -theather marques -poster art

Publicity

PR communication which uses various media messages to spread infor about a person.

What is PRSA definition of Public Relations

PR helps an organization and its publics adapt mutually to each other

What was Bernays definition of PR?

PR is the attempt, by infor, persuision, and adjustment to engineer public support for an activitiy, cause, moment or institution.

What is the Goal of a press release?

Pr agents hope that their client information will be picked up by the news media and tranformed into news reports.

Propoganda

communication strategically placed, either as advertising or as publicity to gain public support of an issue, program, or policy, such as a nation's war effort.

Conveying the Message

creating and distributing PR messages for the news media or the public

What legacy did B, BB, and PT leave behind?

demonstrated utilizing press brought w/ it an enormous power to sway public and generate business.

CM:Public Service Announcement

equivalent to VNR but for nonprofit organizations -->15-60 second audio or video represents that promote government programs

Media Relations

promote a client or an organization by securing publicity or favorable covergae in the news media

In order to pay attention to needs of its clients...PR provides alot of services ... some are..

publicity communication public affairs social networking issue management propoganda

What did their legacy lead to?

railroads employed press agents

What did Burke and Buffalo Bill createe

shaped the last myths of rugged American individuals and frontier expansion.

Engineering of consent

shaping public opinion through PR:Lee said for the cultural elite to maintain order and control, they would have to win the consent of the larger public.

Special Events

to raise the profile of coportate organizational or government clients.....it is a corportate sponsor aligning itself with a cause or an organization that has positive stature among the general public.