CMST 2PR3 Chapter Notes - Chapter 7: Advertorial, Native Advertising, Web 2.0
28 Dec 2017
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Controlled media: channels of communication that allow public relations practitioners. Chapter 7 - implementation to write, edit, produce and distribute messages as they see fit. Examples being internal news letters, television ads. Uncontrolled media: channels of communication that are outside of the control of public relation practitioners. Examples being newspapers, tv and radio news and other things that are not produced internally. Advantage there is no cost because you are not paying for this coverage. Also earn credibility from the media if a press conference goes well. Press conferences and interviews are good examples of interactive or 2-way communication. Third-party credibility: tendency of people to attribute greater trustworthiness or expertise to a source other than the original sender of a persuasive messager. Examples being newsletters, corporate video, direct mail. They control the message and its dissemination. Before in web 1. 0 were intended to be 1 way fashion of information.
