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UT Knoxville CCI 150 - Research continued and Public Relations
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CCI 150 1st Edition Lecture 20Outline of Last Lecture I. ResearchOutline of Current Lecture I. Research continuedII. Public Relations Current LectureI. Research Continued1.) Applied research in media: -Major companies do research for mass media: ABC (Audit Bureau of Circulation) They audit print media.-Arbirtron/ Nielsen Audio = radio-Nielson – Television-Media Metrix/ ComScore = internet -These companies make and influence money. 2.) How these companies measure audiences:-Diaries (You fill out this ‘diary’ of everything watch or whatever media you use for a certain period of time.)-Meters – including portable people meters. (most common type of meter for TV is a set top box.) (there is a more modern meter that can tell if you are in the room based on body heat.) (Portable people meters are something you wear on your belt and it picks up signals based on what you are watching.) *none of these methods are perfect, however*-Computer software (will automatically send web browsing information back to the research company.)3.) Problems with media measurement:- Sweeps are 4 months of the year is a time when research companies are doing much more intense research.- Because of sweeps, hyping occurs. Which is special TV programs during sweeps. There are a lot of radio giveaways during rating periods.- Respondent Accuracy: people forget to record diaries or lieThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Zipping, Zapping and Flushing: Channel surfing, commercial skipping, other activities during commercials.4.) The point of measuring is to help advertises spend their advertising dollars wisely. Advertisers care about reaching specific people. But measuring audience/readership may or may not be an accurate count for advertising. II. Public Relations1.) A lot of people actually think PR professionals lie and are dishonest, it is one of the most misunderstood professions. However, this is not true. 2.) Who is a PR practitioner? Can be an event planner. However, very few jobs focus just on events. Many practitioners counter the bad reputation of PR with accreditation. PRSA is the organization that offers this accreditation. They promote professional standards, maintains a code of ethics. There is also PRSSA (student ran). There is a very active PRSSA chapter here at UT. 3.) PR is:- It CAN involve publicity – usually called media relations- CAN involve events – usually as a part of a larger PR purpose- ALWAYS involves professional planning and communicating to MANAGE RELATIONSHIPS.4.) Key terms for Public Relations- Performance: PR practitioners do communicate through writing, editing, work with artist/designers, conduct meetings, answer questions, etc.- Two-way communication: Send Messages and receive them too. Best communication model is two-way symmetrical communication, meaning you listen as much as you talk!- Management function: PR by definition is a management function. You will lead, organize, plan, or control. You may end up managing management, almost. You may advise management at your company. - Public interest: PR practitioners have a duty to the public. You advocate for publicwithin their organizations. Try to strike a balance between the organization’s needs and the public’s need. (Ex: McDLT. Didn’t catch on because no one approved of the excessive packaging)- Publics: Is always plural. Never just one mass audience. The management function that establishes and maintains mutually beneficial relationships between and organization and the publics on whom its success or failure depend.UT example -Publics can consist of: Internal (students, faculty, staff)-Publics can consist of: external (potential students, alumni, donors, opinion leaders, sports fans, community, vendors)*Publics is plural because you cannot just plan for one big public*- Planned: The four step PR planning process: R.A.C.E-Research, Action-planning, communication,


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