CMST 2PR3 Chapter Notes - Chapter 3: Rajar, Denis Mcquail, Semiotics
27 Oct 2016
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Public relations aim to raise awareness of an organization, product or an idea amongst distinct publics. Then it works to change attitudes to achieve their own goals. Davis: media provides framework for social reality and tells us what"s happening about culture and values, people use media as point of reference for normality. Relationship for brands between their media coverage and their value: the more media writes about a brand the more valuable it becomes. Once a story is released into a media it is hard to get control over it. Once pr person releases story its hard to also control timing release: news by journalist instant, magazines may take longer. The challenge to using media is three fold: constantly analyze media to select best way to reach audience, make attention grabbing persuasive information, ensure they have messages that present the organization in the right way.
