MDST*1080 Study Guide - Final Guide: James E. Grunig, Hypodermic Needle, Greenwashing
Document Summary
What is public relations: communication between an organization & the public, canadian public relations society (cprs, most pr professionals, sets the standards, provides resources exists with public approval. Alexander the great dispatched messengers to inform of his invasion. Time when the power of the press took off. Parade elephants, spread flyers to create hype about the circus. There"s a sucker born every minute : father of modern pr, created a model of truthful, accurate practice, edward l. bernays, applied social science research, theory that people can influence each other"s beliefs & thoughts. James l. grunig: four classic models of pr, still standard in today"s practice, two-way communications, four categories, press agentry/publicity, propaganda, one-way communication, ex. Sports, theatre: public information, dissemination of information, one-way communication, ex. Government: two-way asymmetric (bernay"s model, scientific persuasion, two-way communication, imbalance, only one side is willing to change, ex. Advertising: two-way symmetric, mutual understanding, two-way communication, a regulated business, both sides are willing to change.
