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  3. Lecture The dynamics of mass communication: Media in the digital age (10/e): Chapter 14 - Joseph R. Dominick

Lecture The dynamics of mass communication: Media in the digital age (10/e): Chapter 14 - Joseph R. Dominick

Chapter 14 - Public relations. The following will be discussed in this chapter: Defining public relations, a short history of public relations, public relations in the digital age, organization of the public relations industry, departments and staff, the public relations program, economics. Public Relations Chapter 14 © 2009, The McGraw-Hill Companies, Inc. All rights reserved. CHAPTER OUTLINE • Defining Public Relations • A Short History of Public Relations • Public Relations in the Digital Age

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Public Relations Chapter 14 © 2009, The McGraw-Hill Companies, Inc. All rights reserved. CHAPTER OUTLINE • Defining Public Relations • A Short History of Public Relations • Public Relations in the Digital Age • Organization of the Public Relations Industry • Departments and Staff • The Public Relations Program • Economics 2 DEFINING PUBLIC RELATIONS (1 of 2) • Similar to, but essentially different from, advertising – Both try to persuade; both use mass media • Main differences – PR is management function; advertising is marketing function – PR uses all forms of advertising does not communication; use interpersonal – PR is not paid for; advertising is 3 DEFINING PUBLIC RELATIONS (2 of 2) • Promotion vs. publicity • Public relations practitioners – Work with public opinion – Are concerned with communication • Target publics (plural) – Perform a management function • World Assembly of Public Relations definition 4 A SHORT HISTORY OF PUBLIC RELATIONS (1 of 2) • American Revolution • Ivy Lee • Creel Committee (President Wilson) • Edward Bernays • Carl Byoir • Fireside Chats (President Roosevelt) 5 ... - tailieumienphi.vn
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