MCOM 253 Study Guide - Midterm Guide: Corporate Communication, Marketing Communications, Mass Distribution

• School: Towson University
• Department: Mass Communication
• Course: MCOM 253
• Professor: Hyang-Sook Kim

Document Summary

Definition of pr: key words, deliberate, planned, performance, public interest, two-way communication, management function. Process of public relations: research and analysis: Pr vs journalism: pr, pr has many components, pr personnel are advocates, pr professionals focus on defined segments, pr practitioners use a variety of channels, journalism: Journalism has (1) journalistic writing and (2) media relations. Intro to public relations: public relations research, measurement and evaluation, pr writing and production, supervised work experience in pr, pr course in law and ethics, planning and management, case studies, marketing, economics. Ivy ledbetter lee: former business journalist for ny time, ny world, ny american, first public relations counsel, his emphasis was on the dissemination of truthful, accurate information rather than distortions, hype and exaggerations, first client was pennsylvania railroad. Arthur w. page: vice president of american telephone & telegraph company (at&t, concept that pr should have an active voice in higher management, a (cid:272)o(cid:373)pa(cid:374)y"s pe(cid:396)fo(cid:396)(cid:373)a(cid:374)(cid:272)e, (cid:272)o(cid:373)p(cid:396)ises its (cid:271)asis fo(cid:396) pu(cid:271)li(cid:272) app(cid:396)o(cid:448)al.