MC 2000 Chapter : PR Radio Recording Industry
Document Summary
More comfortable with pr that is more manipulative and persuasive. Had low view of the public: two-way communication: linked to the idea of engineering. When want support, do research find what people are thinking, then create a message on this info that will appeal to these people. (weak spots what they care about) aka manipulate them. P&g ivory soap: does research find kids don"t like soap because of baths. Have idea to have soap sculpting contest where kids can win prizes and in turn, like soap. Lucky strikes: torches of freedom hired by them to increase cigarette sales. Targeted young women (flappers etc) wanted to do this with independence which appeals to women. Symmetrical two-way process building mutually beneficial relationships. Pr industry today: more than 6000 pr firms/agencies, agency holding companies bought 21 of 25 largest pr firms between. 1960-1990: more than 80% of major us companies have in-house corporate communication departments.
