CMN 3144 Lecture Notes - Tylenol (Brand), Rockefeller Foundation, Burson-Marsteller

• School: University of Ottawa
• Department: Communication
• Course: CMN 3144
• Professor: Isaac Nahon- Serfaty

Document Summary

Edward bernays (1891 1995: sigmund freud"s nephew, bernays gave a more scientific foundation to public relations based on the theories of his uncle and gustave le bon, in propaganda (1928), his most important book, bernays argues that the manipulation of public opinion is necessary in order to secure and maintain the democratic order, in 1920 bernays was hired by american tobacco in order to develop a campaign to persuade women to smoke cigarettes, if there was a invisible government, maybe we can use it in marketing, the way you frame things in public relations is very important. What can we expect from pr? change attitudes differentiate a corporate brand, a product or a service create news and covery message through the media secure the expert"s and opinion leaders endorsement build up alliances and partnerships (coalition building) develop relationships with the communities influence public debates and the public policy agendas.