J101 FINAL TEST QUESTIONS AND ANSWERS LATEST UPDATE
3 categories in communications
1. Deliver
(journalists, educators, reporters)
2. Study
(researchers)
3. Create
(creators)
Strat Comm @ KU
millions of pamphlets we get in the mail, "Come to KU!"
Why do you want to communicate?
want to create a feeling
With whom do you want to communicate?
-we want to know exactly who the audience it
-focus on demographics and psychographics
How people use:
1. time
2. energy
3. money
What do you want to communicate?
message needs to be clear
How do you want to communicate?
-print ads, tv spots, social media, create stories that media covers
-activist, advocate, writer, political junkie, pop culture enthusiast, connector, social
media whiz
-audience research, industry and market research
How will you evaluate your communication?
public relations/advertising strategies
-starting strat comm skills take you into any field
-research
Public Relations
the practice of managing the spread of information between an organization and its
publics
-it's a strategic communication process that builds mutually beneficial relationships
between organizations and their publics
Differences between PR and Advertising
-free coverage vs paid space
-little/no control vs total creative control
-limited shelf life vs whatever shelf life you choose
Early on...
-press agents
-among first to use publicity to attract an audience
-understood value of a pseudoevent
Publicity Model
, caveat emptor: buyer beware
***any publicity is good publicity
"Poison Ivy": Ledbetter Lee
-pioneer of modern PR
-declaration of principles
-introduced the Public Information Model
Declaration of Principles Quote
"In brief, our plan is, frankly and openly, on behalf of business concerns and public
institutions, to supply to the press and public of the United States prompt and accurate
information concerning subjects which it is of value and interest to the public to know."
Public Information Model
communication is ONE WAY
Edward Bernays
-developed first public relations class
-wrote the first PR textbook
-1st attempt to manipulate public opinion using the subconscious and crowd psychology
***-able to tie in 2 concepts or purchases together
Two-way Symmetrical Model
-free flow of information takes place between the organization and its stakeholders,
employees, investors
-conflicts and misunderstandings are resolved through mutual discussions and
communication
-feedback from stakeholders (us) and target audiences is thoroughly taken into
consideration
***feedback is the big thing, to voice what we need and want
Product Public Relations
-works together with all other aspects of marketing to promote new or existing products
-differentiate products from similar products
-better to be face to face than buy an ad
-pr often gives existing products and services a boost by renewing visibility and
relevancy
Ex: Dawn-helps save wildlife by cleaning up the ducks in the oil spill
Employee relations
starts with the interview and orientation
boost moral of company
Public relations in the public interest
-antismoking messages: people talking through trachea
-texting & driving: "the last text" campaign
-crashed cars: "seat belts save lives"
Crisis Communications
-Pepsi commercial
-united airlines
-adidas
plan and research
Community relations
3 categories in communications
1. Deliver
(journalists, educators, reporters)
2. Study
(researchers)
3. Create
(creators)
Strat Comm @ KU
millions of pamphlets we get in the mail, "Come to KU!"
Why do you want to communicate?
want to create a feeling
With whom do you want to communicate?
-we want to know exactly who the audience it
-focus on demographics and psychographics
How people use:
1. time
2. energy
3. money
What do you want to communicate?
message needs to be clear
How do you want to communicate?
-print ads, tv spots, social media, create stories that media covers
-activist, advocate, writer, political junkie, pop culture enthusiast, connector, social
media whiz
-audience research, industry and market research
How will you evaluate your communication?
public relations/advertising strategies
-starting strat comm skills take you into any field
-research
Public Relations
the practice of managing the spread of information between an organization and its
publics
-it's a strategic communication process that builds mutually beneficial relationships
between organizations and their publics
Differences between PR and Advertising
-free coverage vs paid space
-little/no control vs total creative control
-limited shelf life vs whatever shelf life you choose
Early on...
-press agents
-among first to use publicity to attract an audience
-understood value of a pseudoevent
Publicity Model
, caveat emptor: buyer beware
***any publicity is good publicity
"Poison Ivy": Ledbetter Lee
-pioneer of modern PR
-declaration of principles
-introduced the Public Information Model
Declaration of Principles Quote
"In brief, our plan is, frankly and openly, on behalf of business concerns and public
institutions, to supply to the press and public of the United States prompt and accurate
information concerning subjects which it is of value and interest to the public to know."
Public Information Model
communication is ONE WAY
Edward Bernays
-developed first public relations class
-wrote the first PR textbook
-1st attempt to manipulate public opinion using the subconscious and crowd psychology
***-able to tie in 2 concepts or purchases together
Two-way Symmetrical Model
-free flow of information takes place between the organization and its stakeholders,
employees, investors
-conflicts and misunderstandings are resolved through mutual discussions and
communication
-feedback from stakeholders (us) and target audiences is thoroughly taken into
consideration
***feedback is the big thing, to voice what we need and want
Product Public Relations
-works together with all other aspects of marketing to promote new or existing products
-differentiate products from similar products
-better to be face to face than buy an ad
-pr often gives existing products and services a boost by renewing visibility and
relevancy
Ex: Dawn-helps save wildlife by cleaning up the ducks in the oil spill
Employee relations
starts with the interview and orientation
boost moral of company
Public relations in the public interest
-antismoking messages: people talking through trachea
-texting & driving: "the last text" campaign
-crashed cars: "seat belts save lives"
Crisis Communications
-Pepsi commercial
-united airlines
-adidas
plan and research
Community relations
