Exam 4

What is public relations

Strategic communication tactics that build mutually beneficial relationships between a company and the public

What is the difference between public relations and advertising?

Advertising is more controlled.

What are stakeholders?

People who are interested in an issue, event or occurrence

What social and cultural impacts does public relations have?

• convinces many american businesses the values of nurturing the public

• sets the tone for corporate image-building leading to economic success vs. environmental success (both can happen)

  • energy

  • labor issues

What area does public relations have the most profound impact?

political process

What are press agents?

the first PR practitioners who wanted to advance clients’ images through media exposure (typically staged)

→ originated in late 19th century

t/f public relations was also used to help big businesses.

true

Who was Ivy Ledbetter Lee?

the father of modern public relations campaigns

what are modern public relations campaigns like?

• citizens were well informed → rise of middle class, increasing literacy rates, labor organizations, spread of info through print media

• more difficult for companies to fool the public

• executives realized they could sell more products with a positive public opinion

What did Ivy Ledbetter Lee advise?

• companies publicly should vow to do better

• admit any mistakes

• let newspapers in on the story

Argued: a more open relationship between business and press would lead to a more favorable public image

Edward Bernays

• nephew of Sigmund Freud

• 1st person to apply psychology and sociology to public relations

• taught 1st class of public relations (NYU 1923)

Who were some of Edward Bernays’ clients?

• general electric

• American tobacco company

• Good Housekeeping Magazines

• Time Magazine

• Government of India

• City of Vienna

• President Coolidge

Doris Fleischman

• became Bernays’ business partner in 1922

• member of the Lucy Stone League

• PR emerged as an acceptable career for women

→ 1929 event staged of women smoking at Easter Parade (newspapers called ahead of time), event was called Torches of freedom

When was the Lucy Stone League established?

1921

What is the Streisand effect?

when you try to suppress certain information but your efforts backfire

Where does advertising happen today?

• social media

• online search ads

• online websites

• space in newspapers

• television

• movies

• billboards

• neon signs on streets/ businesses

• restrooms

• bars

• radio

where did advertising originate?

• existed since 3000 BCE in Babylon

  • had storefronts

• In Egypt, merchants hired criers for ships

• Pompeii (79 CE)

• European Cities (900 CE): Town Criers

• Printing Press (Mid 1400s)

• Handbills (1470s) appeared in English newspapers

• Boston News-letter Colonial America (1704)

When did the first ad agency originate?

• 1841

• Volney Palmer and N.W. Ayer created it

  • Ayer created content for his clients

• Charged 25% commission

  • sold space to clients in newspapers

Trademarking and Packaging

• manufacturers served retail store owners

• storekeepers set their own prices based on their cost for large quantities

• manufacturers then realized they could get more $ by making smaller packages that were more distinctive

  • customer would ask for the product by name

  • ultimately paying more for the branded item than the generic product

Was there any differences between advertising today and the past?

• 19th century focused on impression of significant differences

• differences themself were minimal

  • public demanded certain brands of generic

  • prices then increased; stores had to carry the branded items

t/f product differentiation associated with brand-name packaged goods represents one of the biggest triumphs in advertising

true

t/f in the late 1800s medicine had a large sector of ad agencies

true

t/f 2/6 off all print ads came from patent medicines & drug companies

False, only 1/6 print ads are from patent medicines and drug companies

What were some of the issues with some of these patent medicines?

• some of these medicines had 15-40% ethyl alcohol

• Mrs. Winslow’s soothing syrup contained morphine

What did the late 1800 advertisements cause?

• regulation of products

• developed industry codes to restore consumer’s confidence in products

• advertising companies couldn’t create “false claims”

What is the pure food and drug act of 1906?

• prohibited the sale of misbranded or adulterated food and drugs in interstate commerce

  • laid outline for FDA

• Labels needed to clearly state ingredients

  • Ingredients that would harm consumers or cause damage were prohibited

• Presence of 11 dangerous ingredients had to be listed

  • Included: morphine, caffeine, opium, cocaine, cannabis

• Was updated: Federal, Food, Drug and Cosmetic Act of 1938

What are PSA’s?

Public Service Announcements

• Ad Counsel’s mission: convene the best storytellers to educate, unite and uplift. By opening hearts and inspiring action, together we can accelerate change

Who is watching over advertising?

The FTC

• Their mission: protecting the public from deceptive or unfair business practices and from unfair methods of competition through law enforcement, advocacy, research and education.

How do the FTC watch over advertising?

• pursue strong and effective law enforcement against deceptive, unfair and anticompetitive business practices

• create and share practical, plain-language educational programs for consumers and businesses

• advance consumers’ interests by sharing our expertise with federal and state legislatures and U.S. and international government agencies

• develop policy and research tools through workshops conferences and hearings.

What can the FTC can do for deceptive advertising?

• require advertisers to change the ad

• may require the advertisers to remove the ad from circulation

• can impose monetary civil pentalties

• mandate that companies run new campaigns to correct deceptive ads

What changes did Bezos make to the New York Times?

• provided subscribers unlimited free access:

  • Post’s website

  • Mobile apps for other metropolitan papers

• Eliminated monthly subscription fees

  • typically paid by those wanting to read more than a set number of articles

t/f Bezos did a good strategy of public relations and advertising

True

• bring people to the site

• see what they are missing

• educate and inform the audience

• add a public (customers) who were knowledgeable and tech savy

• add a public (customers) who wanted to invest in digital technology

Legacy Media

the traditional media, often owned by large corporations

• includes newspapers, magazines, book publishers, and television networks

Why does News Matter?

satisfies our desire to know things we cannot experience physically

→ Newspapers:

• documents daily life

• Bear witness to ordinary events

• Bear witness to extraordinary events

What is the beginning of newspapers like?

• Oral: family-to-family, tribe-to-tribe, by community leaders and historians

• first known printed text: China

• The Diamond Sutra → oldest printed book

• Acta Diurna: news sheet from Julius Ceasar

  • Latin for daily events

• 15th-century printing press → Gutenberg

Who published “Publick occurrences, both foreign and domestick” (1690)?

Benjamin Harris

Why was the newspaper, “Publick occurences, both foreign and domestick”, cancelled?

• they made disparaging comments about the King of France

• ALSO

When was the Boston Newsletter Published?

1705

What was special about the Boston Newsletter?

it was the first paper to publish multiple issues in the American Colonies

In 1721 James Franklin published what?

New-England Courant

Why is the New England Courant special?

it was the first newspaper to be published without approval from the British Crown

Why did Ben Franklin have to take over the New Englant Courant?

James was arrested for irritating the authorities

In what year did Ben Franklin write his own paper? What is it called?

1729, Pennsylvania Gazette

What did Ben Franklin add to his newspaper that was different from other papers?

• political cartoons (Join or Die)

• Weather report

What were some traits of colonial newspapers (prior to 1830)

• designed for wealthy and elite

• underwritten by political parties

  • Less than 2000 subscribers at most

• content was based on editors opinions

• considered to be expensive (had to be paid annually)

  • 6 cents per day (AVG wage was 86 cents daily)

• primarily 4 pages.

  • front and back were advertising

  • middle pages held content

Who is Benjamin Day?

1830’s, envisioned selling large numbers of papers to the emerging growth of literate people

What paper did Benjamin Day Publish?

the New York Sun

What are some characteristics of the New York Sun?

• Motto: “it shines for all”

• Cost: 1-2 cents per day

• Could be bought on the streets

• Advertisements became reasonable source of revenue

  • Patent medicines, alcohol, narcotics = key advertisers

  • Ads became more prominent

What were some characteristics of the penny press?

• usually independent

• ignored politics

• understood target audience

• invented the concept and emphasized news or new things

What did traditional papers think about penny papers?

• Don’t like the idea of publishing “news” rather than political debates

• regular people considered: newsworthy

• Rich people considered: rich and famous

How did the industrial revolution change the news industry?

• penny papers available through the usage of machine-made paper

• new affordance allowed for street sales of newspapers (not only subscriptions)

Who invented the steam engine (1769)?

James Watt

Who opened a water powered textile mill (1790)?

Samuel Slater

Who invented the cotton gin (1793)?

Eli Whitney

Who invented the steel plow (1837)?

John Deere

Who invented the telegraph (1844)?

Samuel Morse

What is an economic base?

• advertising

• advertising revenue

• classified ads

• street sales

How many readers were dedicated to black newspapers

about 40 newspapers between 1827 to 1865

What were some challenges that black newspapers faced?

• higher rates of illiteracy

• hostility from white society

What was the first black newspaper?

Freedom’s journal

What paper did Fredrick Douglass found?

The Northstar, but it eventually merged with liberty party paper

What was the most circulated black newspaper?

Pittsburg Courier

What communities did the Spanish language newspapers serve?

• bilingual

• spanish speaking

When was El Misisipi Founded

1808

How many spanish language newspapers were in Texas in the 1800s?

150

What is the largest spanish daily newspaper in the US?

La Opinion based out of LA

How many latino newspapers are currently in the US? Puerto Rico?

• 624 in the US

• 558 in Puerto Rico

Why do media deserts matter?

• communities lack a newsource that provides meaningful and trustworthy locals representing on issues such as health, government, and environment

• vacuum that leaves residents ignorant of what’s going on in their world, incapable of fully participating informed residents

What is an oligopoly?

where a handful of companies control an industry

What could be an issue with oligopoly?

investment companies hold:

• private equity

• hedge funds

• maximized funds

t/f nearly 45% of daily circulation is now controlled by these types of owners

What are ghost newspapers?

newspapers that devoid of much actual local news that often carry only syndicated content from other newspapers

When did broadcasting begin?

• 1939 by NBC sending out television broadcasts from New York World’s Fair

What are some characteristics of television?

• Originated in 1930s

• previously had limited options but was no cost to viewers

• viewers could watch programs only when aired, at certain times, by major networks

t/f In 1948, 1% of America’s households owned a TV

True

t/f By the early 1960’s 90% of American Households owned 1 tv

True

How did TV become diverse and varied

• sitcoms

• dramas

• game shows

• talk shows

• cartoons

• films

• sports

• news

How is content produced and delivered?

• local broadcast stations

• networks

• cable networks

• streaming services

• social media platforms

• hollywood studios

• international production companies

How is broadcast media funded?

• advertising

• subscription

• pay-per-view

• public support

Who is Philo T. Farnsworth?

he invented the electronic television

What are the effects of television?

• restaurants were having customers stay for less time. They wanted to watch prime time tv shows

When did color television start?

1954 companies started to experiment with color

1959 only 3 shows were in color

Why was NBC peacock invented?

to show viewers what they were missing in color vs. watching in black and white.

What are some characteristics of Community Antenna Television?

• remote areas could not access

• cable was initially intended to get a clear signal, not additional programming

Who invented the first roll of film in 1884?

George Eastman

Who invented the first motion picture camera to used roll film?

Louis Aime Augustin Le Prince

Who improved Eastman’s roll film in 1889?

Hannibal Goodwin

When is Hollywood’s golden age?

Early 1930’s to Late 1940s

What were some characteristics of movies from Hollywood’s golden age?

Critical acclaim and commercial success of movies that were created

• the approach to a narrative

• reliance on a genre

• adherence to specific production conventions

What are some movie genres?

• historical

• religious

• social drama

• slapstick

• comedy

• war

• western

• musical

• thriller/suspense

• Rom Com

• Gangster

• Sci Fi

• Film Noir

• Horror

What were the original ratings for movies

G: General

M: Mature

R: Restricted

X: became associated with levels of pornography