P R 220 Chapter Notes - Chapter 7: Advertorial, Native Advertising, Earned Media

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

Document Summary

Two way communication and relationships are the heart of pr. Controlled media : channels of communication that allow public relations practitioners to write, edit, produce and distribute messages as they see fit. Also (for the most part) control who sees the message. Uncontrolled media : channels of communication that are outside of the control of the organization or pr practitioners. Anything not produces internally - others social media or blog posts, reviews, news reports. Most media falls somewhere in between the two. Real, interactive communication doesn"t give either side total control. Third party credibility : tendency of people to attribute greater trustworthiness or expertise to a source other than the original sender of a persuasive message. Newsletter, corporate video,brochures, direct mail, web pages. Yet public web pages now let the public communicate extensively. Brochureware : web pages that present essentially the same material as printed materials, such as brochures.