TAILIEUCHUNG - Lecture Dynamics of mass communication (9th edition): Chapter 13 - Joseph R. Dominick

Chapter 13 - Public relations. The following will be discussed in this chapter: Defining public relations, a short history of public relations, public relations in the digital age, organization of the public relations industry, departments and staff, the public relations program, economics. | THE DYNAMICS OF MASS COMMUNCATION Joseph R. Dominick University of Georgia--Athens Specific Media Professions Chapter 13 Public Relations Case Study – Wal-Mart Defining Public Relations A Short History of Public Relations Organization of the PR Industry Departments and Staff The Public Relations Program Economics PR Online Public Relations Careers Chapter Outline Wal-Mart employs million 3600 stores Global sales in 2004 of $256 billion Target of negative criticism and publicity Sued 6000 times in 2002 Opposition and protests from community groups Employees paid poverty-level wages with no health benefits Stock steadily declining Executive dismissed Case Study – Wal Mart Public relations is the art and social science of analyzing trends, predicting their consequences, counseling organization leaders, and implementing planned programs of action which serve both the organization’s and the public’s interests. --- World Assembly of Public Relations Defining Public Relations PR compared with Advertising Both persuade Both use mass media Advertising is a marketing function Public relations is a management function Advertising does not use interpersonal communication Public relations uses every communication form Advertising is sponsored (paid for) Public relations messages are usually free Defining Public Relations Common practices that are not public relations: Press agentry – staging media events to attract public attention Publicity – attempting to place favorable stories in the media Defining Public Relations Extensive publicity and bad public relations??? It’s possible! What PR people actually do: Work with public opinion Explain their organization to various publics Listen to the publics Work with top management to achieve goals Defining Public Relations A Short History of Public Relations American Revolution Boston Tea Party Liberty Tree Samuel Adams, Thomas Paine, Abigail Adams, Benjamin Franklin Industrial Revolution Initially public completely disregarded .

• PR - Truyền thông
• The digital age
• Mass communication
• Dynamics of mass communication
• Truyền thông đại chúng
• Public relations
• Public relations program
• Digital age
• Media in the digital age
• Mass media
• Books in the digital age
• Book industry
• Radiography in the digital age
• Computer basics
• Creating the digital image
• Digital image preprocessing
• Digital imaging
• Applying radiographic technique
• Communication process
• Interpersonal communication
• Functional analysis
• Functions of mass communication
• Social impact of writing
• Cultural impact
• Newspaper industry
• Newspaper ownership
• Producing the magazine
• Magazine industry
• Radio industry
• Producing radio programs
• Sound recording
• Record industry
• Producing records
• Motion pictures
• Film industry
• Broadcast television
• Broadcast television industry
• Internet TV
• Internet television
• World wide web
• Evolving internet
• News gathering
• Wire services
• Consumer advertising industry
• Producing advertising
• Regulating broadcasting
• Regulating cable TV
• Personal ethics
• Performance Codes
• Social effects
• Mass communication effects