COM CM 301 Chapter Notes - Chapter 2-4, 13: Uptodate, Web 2.0, Integrated Marketing Communications

• School: Boston University
• Department: Mass Communication, Advertising & Public Relations
• Course: COM CM 301
• Professor: Edward J Downes

Document Summary

Objecives are the outcomes the praciioner desires to achieve with any given pr program. The wording material, the format, and placement in the media are all at the discreion of the client: examples: print, audiovisual, interpersonal comm, pr adverising. Media relaions basically consists of obtaining appropriate publicity or news coverage for the aciviies of the praciioner"s client. A single news story in one media outlet can reach a vast audience and cause ripples in other media. Mediated communicaion via the news media is seen as a highly credible source of info. Gatekeepers of the mass and specialized media for communicaion about the client or organizaion. Essenial to mr programming: understanding paricular media outlets" audiences and the media"s deiniions of news for those audiences. Social media involves: communicaion, connecions, conversaions, collaboraion, and muli-media. They have changed the speed of exchange of informaion and the very nature of the dialogue among people, and the public"s interacion with organizaions, corporaions and governments.