PBRL 270 Lecture Notes - Lecture 12: Crowdsourcing, Iceberg Theory, Interpersonal Communication
6 Nov 2017
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Most important audience is who is going to have the most impact on your organization: segmented through demographic and psychographics. Pr is not publicity- better when the company is kept out of the paper. Publicity- information placed in the media at no cost by an outside source because the information has news value: uncontrolled method of placing messages in the media. Provides credibility (3rd person endorsement: perceived as news. Media is how we reach our publics. The difference between controlled and uncontrolled media: controlled- words, size, content, time frame, etc. Changing relationships: pull instead of push- pull what you want to know. Many choices, active audiences: community vs customers. Long term, not a single transaction: conversation instead of messaging. Interactivity- dialogue are inherent; interpersonal communication: community instead of audience. Thursday, october 19, 2017: transparency instead of spin. Make things available and get out of the way.
