P R 220 Lecture Notes - Lecture 21: Pathos, Mass Media, Kerner Commission

• School: Iowa State University
• Department: Public Relations
• Course: P R 220
• Professor: Erin Wilgenbusch

Document Summary

Chapters 4, 5 and 6 (through page 95) Group of people who have a common interest or common values in a given situation. Age, gender, do you own your home, advanced education. Values, why we do what we do. Latent- not aware or isn"t aware of how their values work together. Aware- knows but feel constrained which prevents them from acting. Active- pulls people together to make action happen. Any public that sends a message to another public. Pr professionals must maintain relationships w/others in order to get the resources we need. Helps categorize in a given situation which audience is the most important. How much are you willing to invest depending on peer groups and how much you"re getting back. Defining a group of people on the life experiences that they share. Mass media goes straight to the public. Mass media has big impact on the public. Rely on mass media and word of mouth.