JL MC 101 Lecture Notes - Lecture 10: Deepwater Horizon Oil Spill, Tylenol (Brand), Edward Bernays
15 Dec 2016
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Public relations refers to the total communication strategy conducted by a person, a government, or an organization attempting to reach and persuade an audience to adopt a point of view. Barnum: used gross exaggeration, wild stories, and staged events to secure newspaper coverage for clients. William f. cody (buffalo bill: hired press agents who used a wide variety of media channels, shaped many lasting myths about rugged american individualism, among the first to use publicity. Press agents in the 1800s: hired by large industrial companies. Used by rail companies to gain government support. Utility companies also used pr strategies to derail competition and eventually attain monopoly status: used bribes and fraud to garner support and eliminate competition. Ivy ledbetter lee: understood the importance of public sentiment, contained damaging publicity fallout from the ludlow mine strike deaths. Edward bernays: first to apply findings of psychology and sociology to pr, taught the first pr class.
