Comstrat 312 1nd Edition Lecture 4 Outline of Last Lecture 1. Early History2. Modern era of PROutline of Current Lecture 1. Modern Era of PRCurrent Lecture1. Modern Era of PRa. Edward L. Bernays- second fatheri. Combined social science with PR as Freud’s nephewii. Wrote first PR textbook1. Crystallizing public opinion, 1923 a. Two way communication2. Emphasizes “public relations counselor”iii. Taught first PR course b. World War IIi. Office of war information headed by Elmer Davisii. PR training ground1. 75,000-100,000 PIOsiii. Developed advertising as PR tooliv. Social sciences- soldier studiesv. Post WWII1. Expansion- population, economy, PR growth c. 1960s (social unrest, protest)i. Distrust of institutions and the establishmentii. Individualism and empowerment1. Civil rights environmentalism, women’s rights, Vietnamiii. Many in PR use respond and react tactics and/or attempt to generate good willd. 1970s- early 1990si. Advertising public relations mergersii. Fractionalization of media channelsThese 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.1. Advertisers have a much more efficient way to advertise to their target market (skiers and ski magazines not sports illustrated)iii. Internationalization of PRe. 1980s-1990si. New technologies including digital communicationii. Public skepticism, consumerism and single-issue activism1. Stakeholders that force an organization to change (14 year old girl and Gatorade formula)iii. PR tactics: special events, grassroots, lobbying and coalition buildingf. Recent trends (more or less)i. Continues fragmentation of media and audiences; 24/7 news cycleii. IMC push 1. Integrated marketing communicationiii. Evaluation and measurement emphasis 1. Return on investment 2. Metrics iv. Continued rap growth in technology1. Near-instant communicationv. Corporate social responsibility (CSR), greater transparency, single-issue activism is commonplacevi. Emphasis on diversity (growth in minority groups and specialized media)vii. Terrorism and security-related
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