COM CO 101 Lecture Notes - Lecture 4: Coca-Cola Zero Sugar, James E. Grunig, Press Release
8 Nov 2018
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Document Summary
The public relations society of america or the prsa says: Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. Publics are individuals or groups of individuals that have a direct of indirect association with an organization (publics are groups of individuals that have an impact on or are impacted by an organization and its actions) Publics are assumed to be interactive participants: Audiences > communicated to by organization (unseen) Publics > communicated with by organization (to build relationship) (can be both seen and unseen) The marketing mix or 4 p"s of marketing: product (what product is, how good the product is, other alterations of product i. e. coke, Coke zero: place (how product gets to consumer, price (ensuring price is what consumers and company want, promotion (create word about the product so people buy it) These models are used collectively among agencies. Press agentry or publicity (related to p. t.
