COM CM 301 Study Guide - Midterm Guide: Fact Sheet, Product Placement, U.S. Consumer Product Safety Commission

• School: Boston University
• Department: Mass Communication, Advertising & Public Relations
• Course: COM CM 301
• Professor: Amy Shanler

Document Summary

Planned - organized, solutions to problems are discovered and thought out. Performance - based on actual policies and performance. Public interest - generate interest, mutually beneficial to organization and company. Two way communication - listening and engaging on top of dissemination of information. Management function - strategic and integral part of decision making by top management. Prsa definition: strategic communication process that builds mutually beneficial relationships between an organization and their publics. Conduct public relations as if the whole company depends on it. Realize a company"s true character is expressed by its people. Action - what needs to be done. Communication - how will the public be told. Evaluation - was the audience reached and what was the effect. Journalists look to inform, pr looks to persuade. Pr carefully segments audiences into various demographic and psychological characteristics. Advertising: paid media, directed towards potential buyers. Pr: earned media, owned media, not necessarily purchasers of the product or service.