JOUR 2000 1st Edition Exam 1 Study Guide Lectures 1 10 Lecture 1 Jan 22nd History People and social trends that led to development of PR industry PR is a comprehensive strategy to shape public perception control media narratives frames and persuade for a particular viewpoint Public Relations Advertisement Concerned with an ever evolving complex Concerned with brand branding Concerned with a malleable image of a person or organization Logos slogans More nimble and flexible than advertising Product sales PR often uses the media infrastructure to disseminate complex messages Infrastructure transmission media such as telephone lines and cable lines Lecture 2 Jan 29th PR Agenda Through PR you are trying to Set the agenda What are people talking about Define the conversation How do we talk about things What is included Filter your product company into popular culture Create buzz about your product Address multiple publics at once Impressions Definition An interaction between media content and audience Ex How many times something has been viewed number of people how much buzz etc Way of measuring interaction Lecture 3 Feb 3 Corporations Corporations use PR to drive up interest in a product which the ultimate goal is more sales 1 2 3 4 Corporations will release media packets with ready made copy and images of their products Corporations can use a spokespeople and media events to garner media coverage They ultimately are targeting the general product Corporations use PR to build credibility and goodwill with the public These things directly impact customer loyalty brand identity public policy and ultimately sales They may not be selling just a product they might just be selling an image Building up goodwill can help a company in times of crisis or during poor sales quarters PR and advertisement are vastly different with the same goal FALSE PR tends to be less nimble and flexible than advertising FALSE PR is only concerned with the general public FALSE PR is comprehensive TRUE Lecture 4 Feb 5 Non Profit Public Relations Non profit organizations which often don t have big advertising budgets can use PR to communicate their organization message Non profits will often use the credibility of press coverage to further their agenda and to raise money NGO s political organization and protest groups can garner contributions and notoriety from media coverage Start up companies and entrepreneurs also use PR for the purpose of notoriety leading to more investment in the company Political Public Relations Political PR is concerned with public information and public persuasion We often see public persuasion in the form of campaigns rallies protests and press availability to see the agenda and gain support We often see public information in the form of the official statement Lecture 5 Feb 10th PR and social media Social media makes it hard to control image and brand identity Social media allows people to report on events issues people problems etc Through social media people everywhere are circumventing traditional media platforms How does this help or hinder PR practices Crowdsourced news circumvents the traditional relationship between PR and journalism How do you maintain control of your image or message Lecture 6 Feb 12 Int l Intercultural PR Why do we care about understanding Intl Intercultural PR Globalization Growth in global populations markets democracies all potentially use PR All these things signal a potential for capitalism free speech social movements political movements Increasingly interconnected Increasing diversity in the U S Women as decision makers Targeting cultural and ethnic groups Pitfalls and problems Polysemics Multiple views on encoding decoding Cultural conflict ethical problems due to misunderstanding or differences in culture Cultural relativism no cultural system of ethics better than another Ethical imperialism ethnocentric believe your system is the right system Must strike a balance between the two Lecture 7 Feb 17 Edward T Hall Time orientation polychronic monochronic Proxemics Low high context Hofstede s Cultural Dimensions Power Distance high low Individualism individualism collectivism Masculinity masculine feminine Uncertainty Avoidance high low Long term short term outlook Attitudes about Time Formality Individualism Rank Hierarchy Tradition Religion Taste trend diet pop culture Colors numbers symbols Assimilation acculturation Lecture 8 Feb 19th Ethics and Law How much freedom of speech do we have What avenues of speech communication do we have access to i e mass communication etc Do people have equal rights in terms of free public speech 1st amendment guarantees Freedom of Speech Press Right to assemble Limits on freedom of speech can come in 2 ways Political limits Political debates about freedom of speech concern whether civil rights have been violated Ex Hate speech hate crimes Bullying hot issue Wikileaks Economic Debates concern the loss of financial value the ability loss of ability to make money ownership intellectual property and harm to reputation that is financially damaging Ex Paparazzi music sampling How does free speech in the US differs from other countries cultures Authoritarian Prohibits any press or speech act that undermines gov t authority the common good is defined by the ruling class and objection is not tolerated still exists in some developing countries with authoritarian government Critical scholars would argue that media conglomerates may act as authoritarian forces to prevent subversive press and speech acts State controlled or communist model The state govt controls the press Subversive speech acts are not tolerated China Myanmar Social Responsibility model Works under the premise that the press should be concerned with social good press seen as fourth estate watch dogs America and European medias Libertarian Model Values extreme individualism and constant criticism of the government opposes all restrictions of speech and personal freedoms Counter culture non mainstream media Media in support of under representation groups The media is regulated by the FCC The print media tend to have the most freedom given that freedom of the press is in the constitution Broadcast media has tighter restrictions because air time is consider a national public resource The Internet is changing so fast that it is hard for regulators to keep up especially with privacy and bullying issues Media industry self regulation Ex Movie ratings system G PG PG13 R