COMM 131 Lecture Notes - Lecture 14: Earned Media
Document Summary
Communicating with key audiences through avenues and methods other than advertising or promotion. Without immediate sales intentions but rather to increase communications and relationships. Managing, protecting and enhancing the reputation and image of a brand/company. Focus on earned vs. paid media (talk about later on) May include: press relations or press agency, product publicity, public affairs, lobbying, investor relations, development and damage control. Pr can be used to promote people products, places, ideas, activities, organizations, nations. Companies employ pr to generate good relations with consumers, investors, the media and their communities. Pr can have a strong impact on public awareness at a much lower cost than advertising: cost of pr staff and the time to develop a circulate information. P (cid:396)esults (cid:272)a(cid:374) (cid:271)e spe(cid:272)ta(cid:272)ula(cid:396) (cid:894)e. g. , apple(cid:859)s ipad lau(cid:374)(cid:272)h(cid:895) used to grab consumers attention. Pr might be sued to respond to negative press or mishaps that the brand deal with (e. g, volkswagen)
