Beruflich Dokumente
Kultur Dokumente
AGED 3142
Mass Communications
and PR
Mass Communications
The production or transmission of messages that
are received and consumed by large audiences.
Public Relations
Communication that attempts to establish positive
relations between an organization and its various
publics, usually through mass communications
and image-building techniques
Magazines
Television
Web sites
Billboards
Newspapers
Movies
Mass mailings
Posters
Persuading
The act of manipulating information in
order to produce change in others
Functions, contd.
Providing Facts/Informing
Responsible uses of mass media include
providing people with objective, fact-based
information upon which they can base
decisions
Channels
Mass communication channels are broader,
capable of carrying more information to more
people
Most mass communication channels have limited
ability for feedback
Reach
Mass communication media deliver messages to
relatively large numbers of people
Unique, contd.
Feedback
Often not immediate
Usually collected through scientific
surveys, which are not always accurate or
complete
Conventions of Using
Mass Media
News releases
Information (which must be newsworthy) you
want magazines and newspapers to print or
radio and television news broadcasters to
read
Releases are targeted to organizations that
are most likely to use the information
Information from releases might be run asis or might be edited
Conventions, contd.
Advertising
Public interest advertising
Advocacy advertising
Conventions, contd.
News releases
Video/audio news releases (VNRs/ANRs)
Arranged feature stories
Tapes of actual events that could be used in a
news story (called actualities)
Interviews and talk shows (radio and TV)
Advertising/PSAs
Conventions, contd.
Planning a Campaign
Planning, contd.