Lecture notes PR312
Terms
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- Complaints about PR
- misleads the public, perpetuates image over reality, creates misinformation, creates barriers to communication
- Complaints about PR as Marketing campaign
- encourages materialsim, manipulates people excessive, offensive or in bad taste, deceptive, may encourage harmful activites, reduces competition
- Benefits of PR
- advocates organizational adjustment and adaption, contributes to an informed public, aids in problem solving, serves as media support
- benefits of PR as marketing
- promotes competition and makes new brand entry possible, results in consumer awareness, supports media
- what are ethics
- moral philosophy, values.
- Jaksa and Pritch on ethics
- ethics is a question of right and wrong
- practitioners must balance or satisfy...
- publics interest, employers and clients, prof. code of ethics, own personal values
- practitioners may be asked to
- defend organizational practices, make false product claims, issue news releases only telling half the truth
- the first ammendment
- fear of tyranny of information, free marketplace of ideas, truth will surface
- 4 part test for commercial speech
- speech must concern lawful activity, government interest must be substantial, regulation must advance gov. interest, must not be extensive
- political expression to employees
- executive and administrative personnel, shareholders and families
- corporate speech on referenda and social issues
- first bank of boston v. belotti
- Print media
- enojoys the greatest amount of 1st ammendment protection
- miami herald v. tornillo
- florida case with the newspapers nigga
- TV
- subject to govt. regulation, FCC. must be licensed to operate.
- reno v. american civil liberties union
- the internet "deserves the highest protection from gov. intrusion"
- government in sunshine act
- requires federal agencies policy-making and governing boards to announce open meetings
- copyright act of 1976
- must assume if not marked, owner has exclusive rights, limited fair use of copyrighted stuff is legal, in pr works made for hire belong to employer
- Lanham act of '46
- Trademark/service mark
- taft-hartley act of 1947
- employee/union relations... some restrictions, employer may express views, no threat of punishment no gaurantee award.
- Public Relations Theory
- source-message-channel-receiver
- resistance to persuasion
- cues of manipulative intent increase resistence, group identification reduces the effectiveness of anti-group messages
- broadcast channel
- tv is most persuasive mass medium, is watched 7+ hours a day per household
- print channel
- effective w/complex messages, about 54% of pop. reads paper daily
- internet channel
- 63% percent of americans are online, worldwide reach, no gatekeeper=problems
- interpersonal channel
- intrusive and interactive, practitioners can customize persuasion strategies, reach is the major weakness
- Receiver
- personal relevance/involvement is key, peer group influence important
- agenda setting
- as the media focuses on a subject it becomes more salient/important,
- what impacts the agenda
- media through emphasis and omission, sources through action and availability, repitition and prominince
- framing
- related to reporters use of seleccted fats, themes, descriptions and even words to explain stories
- priming:
- media help determine the criteria by which people evaluate leaders, events etc
- impulsive buying
- learn->do-> feel
- rational buying
- learn->feel-> do
- weinstein
- segmentation involves dividing markets into groups of potential buyers with similar needs/characteristics whi will exhibit similar purchase beahvior
- undifferentiated mass mktg
- one product for all
- differentiated marketing
- different things for different buyers
- most common segmentation strategies
- demographics, geographics, socioeconomic, psychographic
- psychographic segmentation
- values and lifestyles
- product usage segmentation
- heavy, light
- benefits sougt from segmentation
- price and service