ADV 260 Study Guide - Final Guide: Ten Commandments, Proactivity, Sitaonair
Document Summary
Grunig: public relations is the management of communication between an organization and its publics. British institute for public opinion: public relations is the deliberate planned and sustained effort to establish and maintain mutual understanding between an organization and its public. Working with the mass media or press in seeking publicity or responds to media interests on behalf of an individual or an organization to the mutual benefit of the both. Is just getting media/press attention-good or bad, there is often no strategy. Publicity is information supplied to the public at no charge. Is buying time or space to communicate a message or make a sale. Is objective reporting of news and events, but can include bias commentary. Edward l. bernays: father of modern pr. Public relations should add power and value to individuals and organizations. Life, liberty, and the pursuit of happiness". 1900 to 1950: the age of pioneers. Ivy (ledbetter) lee: the first pr counsel.
