Week of March 29th
Week of March 29th 101- Communications
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This 5 page Class Notes was uploaded by tanillemonica on Saturday April 2, 2016. The Class Notes belongs to 101- Communications at Boston University taught by Tammy vigil in Fall 2016. Since its upload, it has received 34 views. For similar materials see The World of Communication in Journalism and Mass Communications at Boston University.
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Date Created: 04/02/16
Public Relations Donald K. Wright PR What is it? - Helps an organization & its public The art & social science of analyzing trends predicting the consequences, counseling organizational leaders PR Functions: Vary organization to organization - Wide variety of activities under PR - Complete lack of universality on how PR is managed - PR often defined as what it ought to be PR & Law - Lawyers help clients navigate through court of law - PR practitioners help clients navigate through court of law of public opinion - Deliberations in court of law can be postponed for months, even years whereas deliberations in Arena of Public opinion can never be postponed & almost always takes place immediately. Research stage - Answer the question: what is the problem? Planning stage - Answer the question: what should we do about the problem? Action stage - Actual communication takes place Evaluation stage - Answer the question: how did we do? Harold Burson Statements: How should we say it? What should we say? How should we do it? What should we do? PR role - Many successful organizations have had PR play major roles in their decision making Ex: AT&T, IBM, FedEx, Red Cross - Some organizations do not let PR get involved in organization decision making Ex: Envon, Tyro, Global Crossing – Brands & Corps that are no longer in business. Media Relations Online communicatioins Marketing Special Events Product/ Brands “All business in a demographic society begins w/ public permission & exist by public approval” – Arthur W. Paige Society - The truth- the interpretation is problematic- w/ action avoids ethical problems - choosing who you work for carefully & finding your own moral compass Important skills - need to be a good writer & listener - understand strategy - need to be able to capitalize on things - right place, right time How PR works w/ other COM fields - find out how others want to be communicated with the subject line of an email matters! Benefits & downsides of PR – Social Media - very effective PR - how traditional media using social media makes ppl click - The rapid spread of interpretations of info on social media makes following & catching it difficult PR v. Advertising - Ad- paid space within reason put anything you want in that space - PR- w/ non paid space, advertising is part of PR b/c Advertising is part of the message Integrated COM - Ad, broadcast, PR mix to working together Marketing & PR - Different btw organizations - Marketing: sell product - PR: deal w/ all communication stuff Advertising Creative Side -studying ads of past Messages Media Consumer attention brought Demonstrates - Makes life easy - Connects - Space in an innovative way Team Art director, copywriter & user experience/ technology Role Create idea execute flawlessly- market product service Creative maker inventor, innovators, & technologist Ultility- things used to consume Demonstration Entertain Content Socially conscious Technology focus More varied- make part of our lives Newspaper- internet Oreo 100 birthday w/ twist Campaign Just selling? - adds convenience to our limits to our lives ex: domino’s pizza order pizza w/ the pizza emoji - address cause ex: ALS Campaign- ice bucket challenge : wk 4- global campaign- more than 3 million raised Whyd it work? - Easy - Duel - It was summer ( timing & we are all narcissistic: selfies) - Changes behavior Ex; Nivea sunscreen - Bracelet>> app>> children safety Educates us – by showing not telling Ex: Lowes Vine channel - Leads w/ technology Ex: What3Words Uses media in an inventive way Ex: Geico you can’t skip ad Using celebrities in advertising - Publicity - Engage - Attracts Slogans: characterize pop culture - Tell stories very quickly & effectively - Art & Science - Art: Art Director Science: what ppl want & make them care Constant connection w/ culture Communicate - Rationally & emotionally - Emotionally mainly through story, music, etc. Who is target audience? Most famous apple 1984 Objective: intro to Macintosh computer Nike: If you let me play Branding: Nike is a brand that care about its people Write the future Shows the globalization of Nike w/Pop culture P&G Best Job