Posts filed under: ‘Reading Notes‘

Chapter 15

Product placement is when a selected item is arranged to appear on shows.

Issues placement is when a popular television program is convinced to write a cause into their plotlines.

Webcast of a news conference or earing report with the question and answer session included should last about an hour.

B-Roll is unedited video pictures submitted by practitioner.

Talkinghead is when a spokesperson or celebrity, on a televised public service announcement, talks directly into the camera for 30 seconds.


Add a comment June 15, 2010

Chapter 14

Terms that gatekeepers would generally find meaningless is

  • world-class
  • leading provider
  • unique

A guideline for a typical news release is

  • to include organizational background
  • localize where ever possible
  • to make sure trademarks are noted

Items included in a press kit is

  • news release
  • brochures about the organization
  • fact sheet

Fact sheet is a quick reference tool for a reporter to give additional background about an event, product, or company.

A good subject line is the key to a successful news release when sent by e-mail.

Add a comment June 15, 2010

Chapter 11

Some of the things that are typical in the gay community is

  • Households have a median income of $65,000 a year
  • well educated
  • high brand loyalty

Teens usually gain their trust from relationships

Some things that are indicative of the Hispanic audience is

  • “Nacho Libre” was a movie that was made with them in mind.
  • They listen to the radio more then any other audiences.
  • Television programs do especially well in the 18-34 demographic.

Women are the audience that makes more than 80% of the household purchase decisions.

Health issues are more interested to the baby boomer generation.

Seniors are not convinced by fads, vote consistently, are more avid consumers of the mass media, are excellent source of volunteers, and are extremely heath-conscious.

Richard Nixon was rocked by the watergate scandal

Andy Warhol came up with the phrase “15 minutes of fame.”

Don Imus was a radio and television personality that was fired because of his insensitive comments about the women’s basketball team at Rutgers University.

Add a comment June 15, 2010

Chapter 8 notes

Public Relations Effectiveness

Advanced measuring

  • Behavior change
  • Attitude change
  • Opinion change

Intermediate measuring

  • Retention
  • Comprehension
  • Reception

Basic measuring

  • Targeted audiences
  • Impressions
  • Media placement

Measurement of message exposure

  • Media impressions
  • Hits on the Internet
  • advertising Equivalency
  • Systematic tracking
  • Request and 800 numbers
  • Return on investment
  • Audience attendance

Add a comment June 11, 2010

Chapter 7 notes

A Public Relations Perspective

  • Message exposure
  • Accurate dissemination of the message
  • Acceptance of the message
  • Attitude change
  • Change in overt behavior

Paying attention to the message

Some theoretical perspectives

  • Passive audiences
  • Active audiences
  • The concept of triggering events

Writing for Clarity

  • Use symbols, acronyms, and slogans
  • Avoid jargon
  • Avoid cliches and hype words
  • Avoid euphemisms
  • Avoid discriminatory language

Acting on the message

The five-stage adoption process

  • Awareness
  • Interest
  • Evaluation
  • Trial
  • Adoption

The time factor

  • Innovators
  • Early adopters
  • Early majority
  • Laggards

Add a comment June 11, 2010

Chapter 6

Program Planning

Approaches to planning

  • Management by objective
  • A strategic planning model

Elements of a program plan

  • situation
  • objectives
  • audience
  • strategy
  • tactics
  • calendar/timetable
  • budget
  • evaluation

Add a comment June 4, 2010

Chapter 5


Secondary Research

  • Archival research
  • library and online databases
  • the internet and world-wide web

Qualitative research

  • content analysis
  • Interviews
  • focus groups
  • copy testing
  • ethnographic techniques

Quantitative Research

  • random sampling
  • sample size

Add a comment June 4, 2010

Chapter 4

Public Relations Departments and Firms

Corporate management organization, showing the important position of public relations

  • President
  • Executive Vice President
  • public Relations
  • Production
  • Accounting
  • Marketing
  • Legal
  • Human resources
  • Sales

Public relation firms

services they provide

  • Marketing communications
  • Executive speech training
  • Crisis communication
  • Media analysis
  • Community relations
  • Events management
  • Public affairs
  • Branding and Corporate reputation
  • Financial relations

Advantages of Public relations firm

  • objectivity
  • a variety of skills and expertise
  • extensive resources
  • international jobs
  • offices throughout the country
  • special problem-solving skills
  • Credibility


  • Superficial grasp of a client’s unique problems
  • lack of full-time commitment
  • need for prolonged briefing period
  • resentment by internal staff
  • need for full information and confidence
  • cost

Add a comment June 4, 2010

Chapter 3

Ethics and Professionalism

A person’s belief system can determine how that person acts in a specific situation. Philosophers say that the three basic value orientations are

  • Absolute
  • Existential
  • Situational


  • a sense of independence
  • a sence of responsibility to society and the public interest
  • Manifest concern for the competence and honor of the profession as a whole
  • A higher loyalty to the standards of the profession and fellow professional than to the employer of the moment. The reference point in all public relations activity must be the standards of the profession and not those of the client or the employer

Two steps toward professionalism

  • Education
  • Research

Add a comment June 4, 2010

Chapter 2

The evolution of public relations

History of Public Relation

  • Ancient Beginnings
  • The Middle ages
  • Early beginning in America – private companies attracted immigrants to the New World through promotion and glowing accounts of fertile land.

Feminization of the field

  • 70% Public relation practitioners are women
  • 65% journalism, mass communication programs, are women

Recruitment of minorities

  • 14% Hispanic
  • 12.8% African American
  • 4% Asian/Pacific Islanders
  • 1% Native American

Add a comment June 4, 2010

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