CMN 3144 Chapter Notes - Chapter 2: Search Engine Optimization, Religious Education In Primary And Secondary Education, Corporate Social Responsibility
4 Feb 2018
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Document Summary
Chapter 2: public relations models through the ages. Press agentry/publicity: communication is mostly one-way, initiated by an organization with little concern for accuracy or completeness in order to gain the attention of publics. Public information: communication is mostly one-way, initiated by an organization to inform publics with truthful and accurate information. Two-way asymmetrical: communication is two-way but unbalanced, with the organization using research/feedback in an effort to persuade publics to change attitudes or behaviours. Tw-way symmetrical: communication is mostly balanced, with the organization as likely to change attitudes or behaviour as its publics. [1] recruitment/growth: gain momentum, create a following, power of a crowd, solicit favourable public opinion, grow customer base, grow talent base. [2] legitimacy: importance of public sphere, rally of support, favourable media, search engine optimization. [3] agitation: getting people fired up, creating a movement, stimulating behavioural change, motivating action, lobbying government.
