Midterm Flashcards
Definition of PR
Creation and matinence of relationships between an organization and its publics, strategic matinence
Definition of Publics
Groups of people who have a shared interest in an organization, important in figuring out how to best communicate with each group
4 Steps to successful PR campaign
(RPIE) Research, Planning, Implementation, Evaluation
Two-way symmetrical communication
Organization is listening and communicating with its publics
Two-way asymmetrical communication
Organization is communicating more than listening
Public information
One way, communication with the publics interest in mind
Press Agentry
One way, pure promotion, no communication with publics
Ivy Lee
credited with transforming the industry from being closed off to being more open and transparent with the press
Edward Bernays
applied psychological aspects to pr, torches of freedom, bacon for breakfast, staged media events
Arthur Page
AT&T, created principles of good PR
P.T. Barnum
Barnum and Bailey circus, used alot of press agentry, no morals or ethics
Difference between PR and advertising
advertising is paid promotion, pr is relationship building
Relationship between marketing and pr/advertising
marketing is the big picture, advertising and pr are apart of the promotion p of marketing
types of publics
employees, government, media, consumer, investor, donor
formative vs summative research
formative: beginning and during campaign
summative: end of campaign
