Test 2 Flashcards
Early press agents garnered attention for their clients by what methodology?
Used media exposure and stunts to advance a client’s image
Who worked on a campaign for The American Tobacco Company to make smoking in public acceptable for women?
Edward Bernays
If you get a lot of flak for something, it is a good idea to know why. Also, what the heck is a flak?
Strong criticism; derogatory term sometimes applied to PR agents
Be able to identify the trend of reporters and public relations careers – PR, where journalism retires.
Journalists will always go into PR but are rarely welcomed back into journalism afterwards
Why might news media members and public relations officials have friction between them economically speaking?
PR agents help companies promote as news what otherwise would have been purchased as advertising.
What might we classify as a pseudo-event in public relations?
A media event that is publicized for the purpose of mass media, ex. The New York Easter Parade of 1929
Lee pioneered three principles of dealing with the media; what were they?
Openness, Supply information, Accuracy
Know a little bit about why the 1929 New York City Easter parade is important to PR.
It was important because Edward Bernays labeled cigarettes as “torches of freedom”, encouraging women and suffragettes to smoke.
Which similar concept to public relations also deals with buying space or time to communicate a message?
Integrated market communications
Long lists can give anyone a headache; you’ll want to remember why we talked about Tylenol in lecture.
We were talking about crisis management and used the Tylenol Murders as an example
they stopped production
Recalled inventory
Held an internal investigation
Fully cooperated with authorities
How does a PR firm obtain legitimacy for a client by virtue of publicity?
They take time to build a firm public relationship and uses ethical values/// VIRAL MARKETING
Remember details about the Titanic sinking and its impact on radio (especially the person who legitimized radio as a mass medium).
David Sarnoff was the first person to report and listen to the Titanic radio broadcasts.
Wireless Ship Act (1910) mandated radios on all ships, but nobody to monitor them
Titanic sent out a distress signal, but nobody heard it
Radio Act of 1912
Ships were required to have a continuous watch on radio communications
who helped radio to survive the rise of TV. Additionally, know the specific tactics used by this individual - what did this person do with radio formats that helped radio survive TV’s rise?
Allen Freud
Creation of FM (superior to AM) was announced by ^^
How does the 1996 Telecommunications Act impact both radio and TV?
-Allowed anybody to join the communications business
-Accelerated competition in the radio and tv industry
-Allowed cable and phone companies to merge operations in many markets congress dismantled regulatory barriers.
what distinguished the golden era of radio in the 1930s and 1940s.
-The golden era of radio was when AM became a part of everyday life for people struggling in an economic depression
-Shows typically had a single sponsor that created and produced each show, many shows were named after the sole producer
What led Abbott and Costello, and other radio stars, away from that platform - where did they go and why?
They were led away from radio because of Television being put out into the world and it was easier and way more entertaining to see the emotions of the actors and what they were bringing to the people.
They went to tv because it was a booming platform.. It was growing
The TV quiz show scandals changed the way we view TV forever - what exactly changed following these scandals?
Communications Act of 1934 (organized federal regulation of telephone, radio, and television broadcasts.)
Congress made it illegal to fix quiz shows…
Ended sponsorships as a dominant ad model
Reduced advertisers influence
Destroyed public’s faith/trust in tv
