JOMC 101 Exam 4: Chs. 13, 12, 5

public relations

management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends

public relations

strategic communication process that builds mutually beneficial relationships between organizations and their publics

advertising

controlled publicity that a company or an individual buys

stakeholders

people who have an interest in what is happening regarding a particular issue, event, or occurrence

press agents

first PR practitioners, started in the early 19th century, sought to advance clients' images through media exposure (staged stunts)

P.T. Barnum

most notorious press agent; used gross exaggeration, fraudulent stories and staged events to secure newspaper coverage for his clients

deadheading

giving reporters free tickets in exchange for positive reports/stories in newspapers about rail travel

Ivy Ledbetter Lee

father of modern PR campaigns; worked for Pennsylvania Railroad and was hired to downplay negative publicity

Edward Bernays

nephew of Sigmund Freud; first person to apply findings of psychology and sociology to PR; taught the first class of PR

Torches of Freedom

staged event by Edward Bernays that placed women smoking at the Easter parade, calling ahead to newspapers to get publicity

Doris Fleischman

Edward Bernay's wife; equal partner in firm; member of the Lucy Stone League; ghost writer

Lucy Stone League

a wife should no more take her husband's name than he should hers

Todd Davis

CEO of identity theft company LifeLock; gave out his SSN to show how secure LifeLock was; identity stolen 13 times

McDonald's, 1984

Olympics campaign where people were given scratchcards with various events on them - if U.S. won, customers could redeem their scratchcards for free food; heavily lent on events Soviets won the same year Soviet athletes boycotted the Olympics

Barbra Streisand

sued an aerial photographer for taking pictures of the erosion on California coastline, including her mansion

Streisand Effect

attempt to hide, remove, or censor information has the completely opposite effect

intranets

computer networks that are only open to members of that organization

media relations

two-way interactions with members of the press

crisis

event perceived by the public as being damaging to the organization's reputation or image

engineering consent

application of the principles of psychology and motivation to influencing public opinion and creating public support for a particular position

opinion leadership

two-step process of persuasion that uses respected and influential individuals to deliver messages with the hope of influencing members of a community, rather than just relying on the mass media to deliver the message

public relations process

research,

objectives,

programming,

evaluation,

stewardship

advertising

any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor

industrialization

the movement from work done by hand using muscle or water power in small shops to mass production of goods in factories that used energy source such as steam power or electricity

modernization

Volney Palmer

opened the first ad agency in Philadelphia, charged 25% commission, sold space to clients in newspapers

N.W. Ayer

first fully modern ad agency opened in 1869 in Philadephia; created content for his clients

fraudulent medicines

contained 15-40% ethyl alcohol and/or morphine

Pure Food and Drug Act of 1906

prohibited the sale of misbranded or adulterated food and drugs in interstate commerce and laid a foundation for the FDA

FTC (Federal Trade Commission)

protect the public from deceptive or unfair business practices and from unfair methods or competition through law enforcement, advocacy, research and education

economy of abundance

brand name

William Paley

founded CBS radio network; understood good programming could attract a large audience that advertisers would want to reach

local advertising

attempts to induce people to go to a local store or business to buy a product or service

direct-action message

national advertising

indirect-action message

advocacy ads

public service ads

business-to-business (trade) ads

client

company with something to sell

agency

sell ad space to clients and represent clients

open contract

big idea

brand image

media planning

media

carry advertisements

zoned coverage

drive time

audience

people the advertisers want to reach with their messages

targeting

advertisers try to make a particular product appeal to a narrowly defined group

4 misconceptions about the advertising industry

1. advertising makes you buy things you do not want

2. advertising makes things cost more

3. advertising helps sell bad products

4. advertising is a waste of money

clutter

subliminal advertising

influencers

integrated marketing communication (IMC)

advertorial

paid message where the advertisement blends in with the surrounding materials in the magazine, newspaper, or website

product integration

the product or service being promoted is not only seen, but central to the story

Washington Post

Owned by Graham family for 4 generations; purchased by Jeff Bezos for $250 million

legacy media

the traditional media, often owned by large corporations

Diamond Sutra

oldest printed book

Acta Diurna

earliest known written news sheet; developed by Julius Caesar

Curanto

first English-language newspaper

Publick Occurrences, Both Foreign and Domestick

newspaper published by Benjamin Harris and shut down after one issue

Benjamin Harris

published Publick Occurrences

Boston News-Letter

first paper to publish multiple issues in the American colonies

New-England Courant

first newspaper to be published without the approval of the British Crown

James Franklin

published the New-England Courant

Benjamin Franklin

purchased the Pennsylvania Gazette

Pennsylvania Gazette

most influential newspaper in the colonies

Benjamin Day

started publishing the New York Sun; envisioned selling large numbers of papers to the emerging growth of literate people

New York Sun motto

"It shines for all"

Joseph Pulitzer

reporter for German-language newspaper; St. Louis Post and Dispatch; New York World

above the fold

term used to refer to a prominent story; comes from placement of a news story in a broadsheet newspaper above the fold in the middle of the front page

yellow journalism

style of sensationalistic journalism that grew out of the newspaper circulation battle between Hearst and Pulitzer

photojournalism

use of photographs to portray the news in print

halftone

image produced by a process in which photographs are broken down into a series of dots that appear in shades of grey on the printed page

Mathew Brady

credited with inventing photojournalism; best remembered for his pictures of the American Civil War

muckrakers

term to describe socially activist investigative journalists who were publishing in progressive-minded magazines

Samuel McClure

most famous muckraker

Henry Luce

Time, Fortune, Life

Briton Hadden

cofounder of Time

Margaret Bourke-White

photographer for Fortune and Life; first female photographer accredited by the U.S. Army

chains

corporations that control a significant number of newspapers or other media outlets

community press

weekly and daily newspapers serving individual communities or suburbs

Herbert Gans

set out to find the actual values exhibited within the stories themselves and asked what the values of journalism were

ethnocentrism

idea that your own country and culture are better than all others

altruistic democracy

idea that politicians should serve the public good, not their own interests

responsible capitalism

idea that open competition among businesses will create a better, more prosperous world for everyone

small-town pastoralism

nostalgia for the old-fashioned, rural community

individualism

constant quest to identify the one person who makes a difference

Jay Rosen

outspoken critic of the approach mainstream journalists take to objectivity

fake news

term used to describe satirical news, mistakes and fabrications, partisan clickbait, foreign political manipulation, and general purpose media criticism

Black newspapers

newspapers directed to Black readers

Freedom's Journal

first Black newspaper

Frederick Douglass

founded the North Star, then merged with Liberty Party Paper

The Pittsburg Courier

most circulated Black newspaper

Spanish language newspapers

serves communities of bilingual and Spanish speaking

La Opinion

current largest Spanish daily newspaper in the U.S.

World Journal

largest Chinese language newspaper