JRN 406 Lecture 2: Week 2 - From Press Agent to PR

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13 Feb 2016
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Saturday, February 13, y
Week 2: From Press Agent to PR
JRN 406
-the word propaganda is from the 17th century - Catholic Church set up an office to
convert people of other religions
-subtraction not addition
-PR is about presenting your client’s case in the best possible light
-spin is a managed truth, it’s a truth that will work
if you can get people to believe that the facts are true, you can make them true
there is no such thing as absolute truth, only with mathematical problems
-truth is 85% perception and 15% fact
-perception is easier to change than truth
-PR is all about influencing perception
-spin
the deliberate shading of news perception
def by Willam Safire
does not happen spontaneously most of the time, it is part of a strategic
communication plan
nothing happens by accident
shading = managing of the facts
perception
-use of language is important
ex. anti-abortion vs. pro-life, pro-abortion vs. pro-choice
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Saturday, February 13, y
-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
-newspapers began to think hat they could increase their circulation and then get
more money from advertisers, they wanted to attract a bigger audience so they
let go of their political leanings and provide content that people were going to be
interested in
-needed to have a lot of content to go around the ads so they hired reporters
-beginnings of publicity —- now called PR
-first code of ethics for journalism began in the 1920s and it came to separate
journalists from publicists
Phones Taylor Barnum (PT Barnum)
-circus owner/promoter
-“All publicity is good publicity”
-in many ways, the first publicist
-took around the “oldest woman in the world”
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