9/28/15 notes Comm 330
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This 3 page Class Notes was uploaded by BrookeJ on Sunday October 4, 2015. The Class Notes belongs to Comm 330 at George Mason University taught by Professor Samoylenko in Summer 2015. Since its upload, it has received 38 views. For similar materials see Introduction to Public Relations in Communication Studies at George Mason University.
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Date Created: 10/04/15
Comm 330 92815 I could see myself being interested in Entertainment PR Neil Postman notes Neil Postman feared US culture was becoming oversimplified due to television He felt that society was becoming too simplistic amp more vulnerable to media He felt humans had become amazed and simplified animals Postman mentions Huxley in his work He felt society would willingly turn their power over to technology In Huxley39s world people didn39t want knowledge They merely wanted to be entertained because they were getting so much information In today39s world there seems to be a loss of the human interaction The tone and context of a message is being taken away Debates these days tend to be much shorter Language had begun to become more consise People generally don39t have time for analyzing syntax or metaphor of writing more People are more likely to skim information than read them Why study marketing Marketing focuses on consumers PR focuses on publics PR programs can affect marketing programs and vice versa PR people can learn about market research from marketers Decline of Mass Marketing Mass media continue to proliferate Audiences continue to fragment New technologies allow marketers to focus more on individuals and relationships This led to growth in Consumer Focused marketing Integrated Marketing Communications IMC practitioners focus on individual consumers use databases to store information on individual consumers send well focused individual messages through a variety of consumer preferred media Use integrative media Three pillars of IMC Advertising use of controlled media in attempt to influence the actions of targeted publics The downside is that controlled messages are trusted less by the public Marketing process of researching creTing refining and promoting a product or service and distributing that product or service to targeted consumers Public Relations the values driven management of relationships between an organization and the publics that can affect its success The one thing they all have in common is that they want to get the public39s attention Other forms of CFM Database matketing Relationship marketing Customer relationship management Partner relationship management Integrated brand communication Impact of CFM on Public Relations Use of new technologies Mergers of advertising agencies Impact of Public Relations on CFM Breaking down publics into smaller units Importance of two way communication Selection of communications media based on preferences of targeted publics Willingness to consider changing our own behaviors Closer look at marketing 4 Ps of classical marketing are Product Price Place Promotion Studies show that PR can play an important role Marketing Public Relations Marketing public relations 5 focuses on building relationships with consumers Pricelinecom39s use of spokesperson William Shatner is an example of MPR A closer look at IMC The four Ps become the four Cs Product has become Consumers wants and needs Price becomes Consumer39s cost Place becomes Convenience to buy Promotion becomes Communication Sending one clear message through a variety of media BZB means business to business Social media trends show how Pinterest and Tumblr are the fastest growing platforms The reason is that it39s more visual and people don39t have to make real content These social networks also have the youngest audiences with 70 of users being 16 34 YouTube has the highest visitation rate What is a solution to all this informational noise Don39t give people 4 Give them 22 This means to basically simplify a message The 2nd PR book won39t be used until November The last exam will be completely based on this book