MASC 101 Chapter Notes - Chapter 12: George Creel, Opinion Leadership, Oil Tanker
6 Apr 2018
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Document Summary
The management function that establishes and maintains mutually beneficial relationships between an organization and the public on whom its success or failure depends . Press agentry: sending one-way communication from the press agent to the media with little opportunity for feedback. Early users of press agentry included p. t. Barnum, standard oil, railroads, temperance, & abolitionist movements. Stressed the importance of telling the truth. Applied social-scientific research techniques to public relations. Engineering consent: applying principles of psychology and motivation to influencing public opinion. Opinion leadership (two-step flow): a two-step process of persuasion that uses influential individuals to deliver information to the community. R: research: researching opportunities, problems, or issues. P: programming: activities to carry out objectives. E: evaluation: testing prior to campaign, monitoring during delivery, measuring outcomes. S: stewardship: maintaining relationships created during previous steps. Public: any group of people who share a common set of interests and goals. External publics: people outside of the organization.
