Public Relations

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Public RelationsJ201 Mass Media & SocietyNovember 15, 2013Media Criticism Topics“Choose something media-related that you love or that has been particularly…
Public RelationsJ201 Mass Media & SocietyNovember 15, 2013Media Criticism Topics“Choose something media-related that you love or that has been particularly meaningful in your life. This could be a song, a TV show, a game, a magazine, a particular kind of technology such as an iPhone or Xbox, etc.”
  • “The internet”
  • “Cell phone” / “smartphone”
  • “Music”
  • Reason why you love this item:
  • “How does this media item make you connect with its story, with its messages, its characters, and so forth? Or, with regards to technology, why is something like an iPhone so popular? Why do people find it so appealing?”
  • “Try to drill down to figure out what it is for you that makes this media item so great.”
  • Very Important:
  • Read the assignment instructions.
  • Read them again.
  • Write your paper.
  • Read the instructions one more time.
  • Public RelationsJ201 Mass Media & SocietyNovember 15, 2013What is Public Relations?“A total communication strategy conducted by a person, government or organization attempting to reach an audience and persuade it to adopt a point of view” “Public relations helps an organization and its publics adapt mutually to each other.”(Textbook, PR chapter)Some Differences betweenAdvertising and PRAdvertisingPublic Relations
  • Uses simple, fixed messages
  • Directly transmits to public
  • Focuses mainly on sales
  • Creates more complex messages that evolve over time
  • Often indirectly transmits to public through articles in news
  • Often reflects larger trends and ideas in society
  • Origins of Modern PRP. T. Barnum
  • Press agent excelling at publicity
  • Skilled at “humbugs”
  • General Tom Thumb; FeJee Mermaid
  • Emergence of Public Relations
  • 1900s: Ivy Lee
  • 1906: “Declaration of Principles”; first press release
  • 1910s: Business, associations, charities start using public relations strategies
  • 1920s: Edward Bernays
  • “Personal accountability for professional conduct”
  • Ivy Ledbetter LeeArthur Page
  • First person to hold public relations title at AT&T
  • PR as a management function
  • PR as interpreter between company and public
  • Honesty, transparency, strategy, responsiveness
  • “Public relations…is what everybody in the business from top to bottom says and does when in contact with the public.”Page’s Seven Principles of PR
  • Tell the truth.
  • Prove it with action.
  • Listen to the customer.
  • Manage for tomorrow.
  • Conduct public relations as if the whole company depends on it.
  • Realize a company's true character is expressed by its people.
  • Remain calm, patient and good-humored.
  • Types of PR MaterialsSome Public Relations Materials
  • Press releases
  • Video news releases (VNRs)
  • Public service announcements (PSAs)
  • Electronic press kits (EPKs)
  • PR-based websites
  • Online presence with social media tools like Twitter and Facebook
  • VNRs
  • “…30- to 90-second visual press releases designed to mimic the style of a broadcast news report” (textbook, 366).
  • How are they used by TV news stations? What implications does this have for the public?
  • “FCC requires that the source of the VNR be disclosed if video from the VNR is broadcast in a news program.”
  • VNR funded by Quest Diagnostics + News Story run on LA station Video: “Public Relations and Journalism: Give and Take”Managing NegativePublic RelationsQuestion: What does a company do with a “rogue tweet”? PR Advice on Responding to Rogue TweetsResponding to Rogue Tweets:
  • Acknowledge mistake
  • Find point of connection – relate to your brand
  • Engage the community
  • Use humor whenever possible
  • General Corporate Twitter Strategy:
  • Train employees on use of Twitter
  • Have emergency plan in place
  • Keep company and personal accounts separate
  • React – quickly.
  • According to:
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