COM CO 101 Lecture Notes - Lecture 5: Models 1, Tylenol (Brand), P. T. Barnum
1 May 2018
School
Department
Course
Professor
2018/4/17
Mass Communication Public Relations
Influencing public opinion!
-Today’s Agenda!
•Defining Public Relations!
-Models of PR!
•Trends in PR!
•Differentiate from marketing !
•Soda Case Study!
I. History of Public Relations
A. Traditionally developed U.S.
B. 5000 yeas ago by rulers in China
C. “Profession “ 100 years
II. “Publics” in PR
A. People affected by the organization
B. People who have power to affect an organization
1. serve the interests of people affected by organization
2. Examples
a) Environmentalists
b) Employees oppose low wages (unionize public interest can have
power over organizations)
3. when people talks about PR, they talk about people who are in need of certain
product/services
4. Medical company
5. who is affected by organization do/ dont do, corporation is people who have
power over organization
III. “Organizations” — PR
$1
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2018/4/17
A. PR firms
1. Ketchum, Fleishmanhillard, Hil+Knowlton Strategies, Edelman
2. a lot of different clients, dont want to compete, might not be PR of both Coke Cola
and Pepsi
B. Business
C. Gov agencies
D. professional and trade organizations
E. hospitals
F. non-profit
G. universities and schools
H. hotels
I. etc.
J. Managing& communication between public and organizations
IV. Public Relations Defined
A. The management of communication between an organization and its publics
B. Communication is planned and coordinated by professional
communication managers
V. 4 models
A. One-way Models
1. communication is coming from just corporation to public
2. Press Agentry: to get favorable press in media
a) e.g. PT Barnum JUMBO
3. Public Information: journalist in organizations
a) send objective messages via media
b) “press releases”
4. neither use research, get√ feedback from receivers, not effective PR, more about
technique, get√ attention, good PR doesn’t do this anymore,
$2
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Models of pr: trends in pr, di erentiate from marketing, soda case study, history of public relations, traditionally developed u. s, 5000 yeas ago by rulers in china, profession 100 years. 2018/4/17: pr rms, ketchum, fleishmanhillard, hil+knowlton strategies, edelman, a lot of different clients, dont want to compete, might not be pr of both coke cola and pepsi, business, gov agencies. D. professional and trade organizations: hospitals, non-pro t, universities and schools, hotels, etc, managing& communication between public and organizations. : both are asymmetrical models: change only publics" behaviors via. Right : high con ict topic, both are more e ective than press agentry or public information. Looking into advance how the public will in uence your organization: [what might happen in 5 years, no more plastic because of the environment] Consumers become publics: soda example: key feature of pr: predict how public will .
