week 10 Flashcards
publics, audience, market, 4 models of PR, public relations
PRSA (Public Relations Society of America) 2012 definition:
“Public relations is a _________that builds
______________________ between __________ and their ______.”
strategic communication process, mutually beneficial relations, organization, publics
what are organizations?
corporates, companies, brands as well as non-profits & minority groups
what are publics?
target audiences. use media to communicate to the public.
A group of people that…
Shares a common interest (with an organization)
Recognizes its significance
Sets out to do something about it
Are aware of the situation and relationship with the organization.
publics vs stakeholders?
stakeholder:have direct impact on organization decisions
publics:potential impact on organization. can shift depending on situation. situations play an important role.
audience vs market?
markets: use of demographics and psychographics. particular types of publics. People with characteristics such as age, income, lifestyle, etc. They can help the organization achieve its bottom line.
audience: imagined community; segmented (defined) based on criterion such as product usage, demographics, psychographics, communication behavior, and media use.
publics for sejong uni?
-students
-faculty
-administration
-investors
-government
-media
-potential students
-parents
advertising vs public relations
advertising:
-Paid space/time - cost more
-Guaranteed placement
-Selling goods & services
-External audiences
-Mass media outlets
-Specialized communications
-More creative writing and design
public relations:
-Free placement
-No guaranteed placement
-Generate public understanding
-Internal & external audiences
-Wide range of channel (i.e., company website)
-Create favorable environment
-More news-oriented, business writing
internal vs external publics?
internal: exist within an org. in sejong uni?-> students/faculty/staff/food vendors
external: exist outside. community/education dep/ social ammenities provider
purpose of public relations practices?
To help an organization to meet its goals
To increase awareness by providing information
To identify potential issues or opportunity/avenues for survival and advancement
To establish strategic communication programs, campaigns, or CSR that enhance the organization’s performance and reputation
To maintain those programs against all competitors To manage an organizational crisis
To create programs to boost organizational motivation
how did propaganda start?
catholics started to spread their beliefs
what are the four models of PR?
-Press Agentry/ Publicity (1840-1900)
-Public Information (1900-1920s)
-Two-way Asymmetric (1920s-Present)
-Two-way Symmetric (1960s-Present)
features of press agentry?
-1800s
-attention hoe(propaganda, manipulation)
-truth not esssential
-pt barnum(showman that came up with crazy stories so ppl would write about it)
-used in sports and entertainment
features of public info?
-1900
-to inform the public on a wide scale
-truth is ESSENTIAL but research is LITTLE abt publics
-Ivy Lee(journalist who became a counsel who was the first one to say that we need to tell the truth)
-used in government
two way Assymetry?
-1920s
-uses persuation and manipulation to influence audiences to behave as the organization desires
-imbalanced effects
-some research done(mostly on public’s attitudes, interests)
-edward bernays. wrote ‘crystallizing public opinion’. persuaded women to smoke. feminism yay
-used in bussinesses(mostly in competitive)
two way Symmetry?
-1950-present
-uses communication to negotiate with the public, resolve conflict and promote mutual understanding and respect between the org and its stakeholders
-balanced effects
-good research on publics and their needs
-used in businesses and in non profit
