...an introduction to PR

3. 7

4. Sales
Promotion
Direct
Marketing
Public
Relations
Personal
Selling
Advertising
Target
Audienc
e
Media
MediaMedia

5. public relations

6. or

12. lack of management control (press releases binned or
reduced to fit the size in the publication which can lead
to a change in context and style of the message)

13. one-way communications as propaganda… needs to sell or convince
most acceptable and mutually rewarding communications – both parties
may change attitudes

17. model
characteristic press
agentry/
publicity
public
information
one-way
asymmetric
two-way
symmetric
purpose propaganda dissemination
of information
scientific
persuasion
mutual
understanding
nature of
communication
one way,
complete
truth non-
essential
one-way, truth
important
two-way but
imbalanced
two-way,
balanced
communication
model
source to
receiver
source to
receiver
source to
receiver with
feedback
group to group
nature of research little, column
inches
little, readership formative,
attitudes
formative,
understanding
where practised
today
sports,
theatre,
product
promotion
government,
not-for-profit,
business
competitive
business,
agencies
regulated
business,
agencies

18. publicity and events
the various forms of media are; press
releases, conferences and interviews
community… contribute to the life of the local community, to develop
goodwill

19. employees
facility visits
…influencer marketing?

27. who come into contact with organisation and are affected by its
activities or may affect the organisation itself

28. suppliers and intermediaries

29. messages must be clear, concise and easily understood

30. media interest
readership / ratings

32. public relations