FILM 240 Chapter Notes - Chapter 4: Edward Bernays, Tylenol (Brand), Nonprofit Organization
9 Dec 2015
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Jeans company: used pr to respond to crises and change their public, used advertising and promotional effort to change image image. Change of image in the public eye was by restyling denims image. New image by having friendly relationship with reporters who had good things to say about the company. Advertising o: controlled publicity, companies and individuals buy advertising, uses simple and fixed messages. Public relations: transmitted directly to the public by buying ads, trying to get favourable media publicity. Public relation practices: promoting companies or clients, shaping public image of politicians, establishing and repairing communications between, promoting government agencies consumers and companies. Refers to the total communication strategy conducted by a person, government, organization in attempt to reach and persuade an audience to adopt a certain point of view. Complex messages, messages that evolve over time. Eg political campaigns or public messages for safety. Does not come directly from company, public relations as a third part (cid:1) (cid:1)
