TAILIEUCHUNG - Lecture The dynamics of mass communication: Media in the digital age - Chapter 14

Chapter 14 - 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. | Public Relations Chapter 14 © 2009, The McGraw-Hill Companies, Inc. All rights reserved. CHAPTER OUTLINE 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 DEFINING PUBLIC RELATIONS (1 of 2) Similar to, but essentially different from, advertising Both try to persuade; both use mass media Main differences PR is management function; advertising is marketing function PR uses all forms of communication; advertising does not use interpersonal PR is not paid for; advertising is DEFINING PUBLIC RELATIONS (2 of 2) Promotion vs. publicity Public relations practitioners Work with public opinion Are concerned with communication Target publics (plural) Perform a management function World Assembly of Public Relations definition A SHORT HISTORY OF PUBLIC RELATIONS (1 of 2) American Revolution Ivy Lee Creel Committee (President

• PR - Truyền thông
• Mass communication
• Truyền thông đại chúng
• Media in the digital age
• Mass media
• Public relations
• Public relations program
• The digital age
• Dynamics of mass communication
• Perspectives on mass communication
• Functions of mass communication
• Functional analysis
• Communication process
• Mass media industry
• Social effects
• Interpersonal communication
• Digital age
• Mass communication effects
• Conquering space
• Cultural context
• Electronic media
• Sound recording