cmn 131v

Press Agent/publicity model

One way communication: uses persuasion, manipulation, and half truths to influence audiences to behave as the organization desires. Does not use formal research to guide communication tactics.

Public information model

One-way communication: uses press releases and other techniques to distribute organizational information. Does not use formal research, aided by in house-journalists.

Two-way asymmetrical model

two way communication: “scientific persuasion”. Uses persuasion to influence audience behavior to conform to organization’s desires. Conducts formal research and incorporates audience feedback in tactics.

two-way symmetrical model

two way communication: negotiation w/ public. Seeks to resolve conflict and promote mutual benefits. Understands and respect between org and key publics/stakeholders. Conducts formal research and incorporates audience feedback in tactics. Open and honest.

five basic motivations:

Profit, recruitment, legitimacy, agitation, and advocacy.

John D. Rockfeller

controlled oil industries in gilded age

Carnelius Vanderbilt

steamship lines and railroads

Andrew Carnegie

steel industry —> built public libraries and schools

J.P Morgan

dominated banking and bought smaller companies

Muckrakers

people who exposed unsafe labor conditions and other issues through the press

Epton Sinclair

wrote “The Jungle,” exposing dangerous conditions in Chicago’s meatpacking industry.

Ida Tarbell

investigated public oil and published examinations of business practices

Ida B. Wells

abolitionist who wrote essays debunking the primary excuses for lynching. Lived in the deep south.

PT Barnum

the greatest showman I think (sold spectacle and anticipation). Exploited vulnerable people.

Ivy Lee

attributed towards moving PR to being a professional field. First official press release: declaration of principles. (organizations should provide accurate information with acessibility)

Ludlow massacre

striking coal miners working for the Colorado fuel and iron company controlled by Rockfeller family. the company controlled the system and people’s lives. Camp of protesters was attacked by company guards.

Edward Bernays and Doris Fleischmann

Bernays’ pushed for strategy. Wrote “crystallizing public opinion.” Conducted torches of freedom campaign to associate cigarettes w/ feminism.

Doris helped create most of these works and accomplished but often is left out of history.

Tylenol crisis

tylenol cases where five are killed with cyanide. Tylenol company takes back capsules and makes a public statement.