P R 220 Chapter Notes - Chapter 4: Investor Relations, Participatory Media, Retail

• School: Iowa State University
• Department: Public Relations
• Course: P R 220
• Professor: Wilgenbusch

Document Summary

Participatory media: media in which publics actively participate in producing and sharing content. Relational management strategies: way of building and sustaining mutually beneficial relationships between organizations and publics. Exchange relationships: relationships in which each party gives benefits to the other with the expectation of receiving comparable benefits in return. In investor relations , a publicly held corporation secures capital, and investors get a return by way of dividends or increased value of their sales. Communal relationships: relationships in which each party gives benefits to the other and a primary motivation for ea(cid:272)h other(cid:859)s (cid:271)e(cid:374)efit. Both are concerned for the welfare of the other whether they benefit themselves or not. 4 key outcomes of a good relationship: Pitching: when a pr person approaches a journalist or editor to suggest a story. Newsworthiness: standard used to determine what is worth being covered by new media.