MC 2000 : MC2000FinalStudyGuide
Document Summary
Information, activities, and policies by which corporations and other organizations seek to create attitudes favorable to themselves and their work, and to counter adverse attitudes. Internal public are the employees, union groups and shareholders of a company/organization: external public are the variety of entities outside the company/organization, community groups, government officials. American officials: corporate communications, the creation and presentation of a company"s overall image to its employees and to the public at large. Ivy lee: former nyc newspaper reporter, one of the first pr practitioners, did damage control for the rockefellers after the ludlow massacre, george creel, created the committee on public information to rally support for wwi, his company perfected. Use of motion pictures to evoke support for a cause. Recruitment of local opinion leaders to persuade their circle of friends: edward bernays, established the two-way model of public relations. Draws upon social sciences to carefully shape the responses of audiences to the client views of the world.
