JRN 406 Lecture 2: Week 2 - From Press Agent to PR
13 Feb 2016
School
Department
Course
Professor
Document Summary
The word propaganda is from the 17th century - catholic church set up an office to convert people of other religions. Pr is about presenting your client"s case in the best possible light. Truth is 85% perception and 15% fact. Perception is easier to change than truth. Use of language is important: ex. anti-abortion vs. pro-life, pro-abortion vs. pro-choice. In a crisis: stop making victims and help those affected, take responsibility without actually taking blame, stay on message and brand platform. Mid 19th century: newspapers were owned by political parties/news interests: no such things as reporters because they weren"t interested in getting news just representing what their pov was, then the industrial revolution happens. Surplus production from manufacturers and makers so since there was now a railroad they bought advertising space in newspapers. Needed to have a lot of content to go around the ads so they hired reporters. Beginnings of publicity - now called pr.
