COM 181 Study Guide - Spring 2018, Comprehensive Midterm Notes - United States Congress, Selection Bias, Mind Control
12 Oct 2018
School
Department
Course
Professor
COM 181
MIDTERM EXAM
STUDY GUIDE
Fall 2018
The Origins of Public Relations
> PR can be traced back to Ancient Greece ~ democracy (the power of elites)
only select wealthy
elite had power politicians
political
PR
campaign
managers
i.e. speech writing
formal logic
persuasion
> Ancient Greek historians paid by city of Athens to “write history” ... what was true? what wasn’t?
- Good PR eects of the last two thousand+ years; cultivated long-lasting eects
PR in the Dark Ages: Europe
> Communication = survival = brainwashing
i.e. French Napoleon Bonaparte
Repeatedly abandoned his soldiers to die in war
Invented military propaganda; brainwashed communities by taking over their
newspapers
- People didn’t see his losses, but his writing remained
PR in America
> 1829 Annos Kendall - 1st Press Secretary for the White House
Famous & inuential person of the 19th century
Set a high standard for Press Secretary
> P.T. Barnum - created contemporary showbiz culture
19th cent. owned the most inuential circus show
- “The Greatest Show on Earth”
Promoted ‘Jumbo’ as the biggest elephant in the world; now vernacular slang
Inuential gure, changed culture through communication
NOT PR
- It was all for SALES ... nothing about creating experiences, memories, etc.
- Made income o of freakshows, morally / ethically horrible
Job for modest people
Must be 100% transparent
mouthpiece for org.
Avoid answering questions;
cont. returning to talking
points
find more resources at oneclass.com
find more resources at oneclass.com
Can be overcome using HUMOR
- Turns o brain’s worry center; no more internal noise
outside issues blocking
message reception;
much bigger problem
inside/personal issues
that stop the reception
of a message
> SOURCE OF INFORMATION
Person/institution from reference group; spokesperson
> RECEIVER
Target audience
Researched social graphics; cyclographics
- Buying patterns, reference groups, language codes, etc.
Psychological vulnerabilities
- Logical arguments vs. emotional arguments
- Visual approach vs. creative approach
> CHANNEL
Ways to sell a lifestyle associated to a product... “product placement”
Ex: Transformers & Chevy
Ex: James Bond & Heineken
Choosing the right channel also depends on the receiver
- What do you want from them?
> CODES
Language codes - how information is presented (audio, visual...); changes according to
target audience & social group
- How vernacular changes from group to group
- Navigate linguistic codes to convince target audience
> FEEDBACK: How the -RECEIVER- responds to the message
> NOISE
Internal Noise vs. External Noise
(Ex: Media)
FEEDBACK
5 Types of Public :
*In Political PR*
strong
support
support
no
opinion
oppose
strongly
oppose
Prioritize: MOST
IMPORTANT
LEAST
IMPORTANT
Electoral Base
> Appeal to STRONG SUPPORT recruiting & energizing SUPPORT (force multipliers)
> Cost & time to appeal to type of public increases as support decreases
SUPPORT group costs more time and money, but worth it for the votes
No use inappealing to STRONG OPPOSITION; best case is spending lots of time and
money to only potentially neutralize reasonable opposition
SOURCE OF
INFORMATION coded CHANNEL decoded RECEIVER
NOISE
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
> pr can be traced back to ancient greece ~ democracy (the power of elites) i. e. speech writing formal logic persuasion only select wealthy elite had power politicians political. Good pr e(cid:31)ects of the last two thousand+ years; cultivated long-lasting e(cid:31)ects. Repeatedly abandoned his soldiers to die in war. Invented military propaganda; brainwashed communities by taking over their newspapers. People didn"t see his losses, but his writing remained. Avoid answering questions; cont. returning to talking points i. e. french napoleon bonaparte. > 1829 annos kendall - 1st press secretary for the white house. Famous & in(cid:30)uential person of the 19th century. 19th cent. owned the most in(cid:30)uential circus show. Promoted jumbo" as the biggest elephant in the world; now vernacular slang. It was all for sales nothing about creating experiences, memories, etc. Made income o(cid:31) of freakshows, morally / ethically horrible. *in political pr* support oppose strong support no opinion strongly oppose.
