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"New Technologies are drastically changing the whole business of Public Relations".

Extracts from this document...

Introduction

Public Relations Assignment 1 Individual Essay "New Technologies are drastically changing the whole business of Public Relations" Written by: Patrizia Galeota 0001533703 Written for: Nicholas Wilde Deadline: Wednesday 13th March 2002 Contents Page Pages What is PR? 3 Comparison of the characteristics of advertising and public relations 4 Comparison of propaganda and public relations 4 "New Technologies are drastically changing the whole business of Public Relations" 5-7 Appendix (i) How Press Information is Transmitted and Tracked. 8 (ii) Software available 9 (iii) Chat Rumours Roil Quigley's Stock 10 (iv) Google example of a message board 11-13 (v) British Airways-Biggest business air travel campaign launched 14 (vi) Interview with Dan Pinch, consultant at Weber Shandwick (tape) 15 (vii) What Weber Shandwick Worldwide do (cd-rom) 15 References List 15 Bibliography 16-17 What is PR? Public relations is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organisation with the public interest, and plans and executes a program of action to earn public understanding and acceptance. Public relations is the management function that identifies, establishes, and maintains mutually beneficial relationships between an organisation and the various publics on whom its success or failure depends. Cutlip Scott et al. Effective Public Relations, Prentice Hall 2000 Public Relations is about reputation - the result of what you do, what you say and what others say about you. Public relations practice is the discipline which looks after reputation - with the aim of earning understanding and support, and influencing opinion and behaviour. It is planned and sustained effort to establish and maintain goodwill and mutual understanding between organisations and its publics. Harrison Shirley, Public Relations - An introduction, Thomson Learning 2000 Public relations practice is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. Jenkins Frank, Public Relations Techniques, Butterworth Heinemann 2nd edition Public relations consists of all forms of planned communication, outwards and inwards, between an organisation and its publics for the purpose of achieving specific objectives concerning mutual understanding. ...read more.

Middle

It means that if there's trouble, the team responsible can take action. "As technologies converge and the pace of development slows, competition for press coverage will intensify," says Lewis. "Agencies with little knowledge of journalism and poor technical expertise will be exposed. Weak stories will fail, and so will weak agencies." Source: Haymarket Publishing Ltd, PR makes its way to IT boardrooms., Marketing, May 27, 1999 p59(2) "New Technologies are drastically changing the whole business of Public Relations" is very true, however new technology can come at a price whether it be costly to keep up with or consequences that can occur after rumours being spread, a brand can be affected by the click of a mouse! Appendix: (i) The hierarchy of monitoring and distribution services resembles a pyramid with the most technologically complex on top. At the base of the pyramid are traditional clipping services and conventional paper press releases delivered in person or via the U.S. Postal Service, what technophiles call "snail mail." News monitoring and distribution services form the next level. They allow practitioners to spend more time counseling and less time verifying names, stuffing envelopes or tracking down placements. Near the top of the pyramid are purveyors of information that allow the client relative-time and/or real-time media access. Source: Hauss Deborah, Technology gives early warning of newsbreaks. Public Relations Journal May 1995 v51 n1 p18(5) (ii) Some examples of software available (iii) CHAT RUMORS ROIL QUIGLEY'S STOCK The online experience of Quigley Corporation, the producer of Cold-Eeze, a zinc lozenge reported by one important medical study to be the closest thing yet to the elusive cure for the common cold, had a far less happy outcome. Over the last year, in fact, Quigley has become a corporate poster child for potential horrors of online investor relations. With Cold-Eeze on the market at the beginning of the cold season in 1996, suburban Philadelphia-based Quigley should have enjoyed one of the marketing coups of the century. ...read more.

Conclusion

and Michigan Speedway (Pepsi 400), while sister brandMountain Dew title-sponsors the Mountain Dew Southern 500 at DarlingtonRaceway. Pepsi-Cola Company (http://www.pepsi.com) headquartered in Purchase, N.Y., is the global beverage division of PepsiCo, Inc.(www.pepsico.com). Its brands in the United States include Pepsi, Diet Pepsi, Pepsi ONE, Mountain Dew, Mountain Dew Code Red, Mug, Sierra Mist, Slice, Wild Cherry Pepsi, Aquafina, SoBe, Dole single-serve juices and FruitWorks. The company also makes and markets North America's No. 1 ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks. Fans can purchase tickets for the Pepsi 400 online at http://www.daytonainternationalspeedway.com or by calling the Speedway ticket office at (386) 253-7223. Google Home - Advertise with Us - Search Solutions - News and Resources - Language Tools - Jobs, Press, Cool Stuff... (c)2002 Google Source: www.google.com (v) Source: www.press.britishairways.com (vi) Interview with Dan Pinch, consultant at Weber Shandwick (tape, business card and e-mail) in plastic wallet (vii) What Weber Shandwick Worldwide do (cd-rom) in plastic wallet. Reference List Text Books Black Sam, Public Relation: revision workbook, HTL publications 1999 Chaffey Dave, Chadwick Fiona-Ellis, Johnston Kevin, MayerRichard, Internet Marketing Cutlip Scott et al. Effective Public Relations, Prentice Hall 2000 Jenkins Frank, Public Relations Techniques, Butterworth Heinemann 2nd edition Jenkins Frank, Public Relations, Pitman 5th edition Journals Hauss Deborah, Technology gives early warning of newsbreaks, Public Relations Journal May 1995 v51 n1 p18(5) Haymarket Publishing Ltd, PR makes its way to IT boardrooms, Marketing, May 27, 1999 p59(2) Haymarket Publishing Ltd, High-tech sector is swiftly evolving (High-tech public relations rapidly growing) Marketing, May 25, 2000 p59 Public Relations Society of America, Technology transforms media relations work. Public Relations Journal, Nov 1993 v49 n11 p34(1 Richard Rapaport, PR finds a cool new tool. Forbes, Oct 6, 1997 v160 n7 pS100(6) The Public Relations e-Commission, statement regarding the internet www.ask.com What is PR? Definition of technology. www.google.com example of a message board www.icas.co.uk e-PR @ ICAS, internet information handout www.press.britishairways.com Biggest business air travel campaign launched, 9th Jan 2002 Primary Research * Interview with Dan Pinch, Consultant at Weber Shandwick www.edelman.com john.edelman@edelman. ...read more.

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