CCI 150 1st Edition Lecture 21 Outline of Last Lecture I. Research continuedII. Public Relations Outline of Current Lecture I. Public Relations ContinuedII. Advertising Current LectureI. Public Relations Continued1.) PR vs. Other Professions: -Journalism- Main component is writing- Doesn’t required managerial skills- Provides ‘Objective” information- Communicates with a mass audience- Uses a single channel to communicate – that of the journalist’s employers.-Marketing- Make money for the organization- Build marketers for goods and services- Persuasive in nature- Customer-based communication and external markets- Often limits PR to product publicity and promotion. -Advertising- Uses paid space/time in the media- Guaranteed placement- Selling goods and services- Specifically to external audiences- Exclusively mass-mediated- Can be a part of PR2.) Case StudyThese 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.-Textbook case of good PR-Circa 1982 it was poison-Tylenol is a brand you still use, this is why: they basically took responsibility for the problem and apologized and acknowledged that they messed up. They took it off the shelves and then reintroduced it a few months later. 3.) History of PR: - Ivy Lee: changed the image of Robber Barons.-Went from ‘The public be damned’ to ‘real people’-Believed in openness, transparency.-Created concepts we still use today.- Edward Bernays-Nephew to Sigmund Freud-Used research and planning-Father of modern PR*Worked for Procter & Gamble and began a campaign and where people used Ivory soap to make sculptures.* *Cleanliness is next to Godliness*4.) The PR profession today: There are three settings in which you would work in PR.-Public: Paid for by tax payer dollars. PR at a UT, for local mayors, for schools, for governors, etc.-Private: Paid for private business dollars. -Non Profit: They get their money from donations or grants. Cancer society, etc. 5.) Skills and Tactics:- You’ll study: PR, planning, case studies, capstone class of campaigns (the class must actually help a real life client.), business, and journalism. - Tactics – any communication method used in PR- Can be oral – meetings, speeches, etc.- Can be electronic – video, audio, websites- Can be written – pamphlets, fliers, annual reports, magazines, news releases, fact sheets, etc. II. Advertising1.) Definition: Use of mass media to persuade an audience to choose a particular good or service. Is mass mediated. Can be informative – usually persuasive. 2.) Why is there so much advertising? -Advertising is relatively cheap method of selling. - It works and we’re the proof!3.) When the Aflac duck came around, it really changed things for this company. They had a 50 year history, yet few people know about Aflac before the duck. Sales increased by 20 percent. Consumer awareness shot to 90 percent. McDonalds spends 15 times more on ads, butRonald has lower Q score. More people recognize the Aflac duck than the energizer bunny. 4.) Branding: is a time-honored way to sell a product or service. It stated with recognizable packaging. We all make buying decisions based on brand recondition. *Quaker oats was one of the first successful brands that became recognizable.*5.) Advertising is important because: it provides millions of jobs, informs consumers, keeps the economy going, and it keeps mass media viable6.) Who pays for all of this? Advertisers pay for their ads based on: size/length, placement(where and how much), and Audience size/