Public Relations Concepts Quiz

Public Relations (PR)

• Public relations is a strategic communication process building mutually beneficial relationships between organizations and publics (PRSSA).
• It's also the management function maintaining mutually beneficial relationships between an organization and publics whose success or failure depends on it (Broom & Sha).
• "Flack" is a derogatory term for PR professionals, implying manipulation.
• "Spin" is biased or misleading information to influence opinion.
• "Astroturf" refers to fake grassroots movements.
• "Pseudo-event" are staged events for media attention.
• Ivy Lee advocated honesty and transparency, sharing prompt/accurate info. His handling of the Ludlow Massacre hurt his reputation.
• Edward Bernays, considered the "Father of PR," developed a two-way PR model using social science.
• Crisis management handles reputation protection during crises.
• Corporate social responsibility (CSR) involves ethical practices contributing to societal well-being. Examples include producing hand sanitizer during a pandemic.
• George Creel used PR during WWI to manage public opinion, demonstrating PR's potential for manipulation.
• Major PR Functions: media relations, community relations, internal relations, lobbying, and public affairs.

Advertising

• Advertising is paid communication promoting products, services, or ideas to target audiences.
• The Marketing Mix (4 Ps) are product, price, promotion (ads, PR, sales), and place.
• The Promotion Mix includes advertising, PR, sales promotions, and personal selling.
• Volney Palmer founded the first U.S. advertising agency, simplifying ad placement.
• Product placement embeds brands in media (e.g., James Bond choosing Omega).
• Buzz marketing uses word-of-mouth to maximize promotion.
• Post-Civil War growth in manufacturing led to branding (e.g., Ivory soap slogan).
• Radio (1920s) and television (1950s) expanded advertising reach, impacting consumer research and prompting motivation/subliminal persuasion concepts.
• Conglomerates combined ad, marketing, and PR services globally.
• Target markets & segmentation divided consumers by demographics, psychographics, and behaviors.
• Threats to traditional advertising include consumer resistance (ad-blockers).

Global Media Timeline

• Hachten's Five Media Concepts classify media systems: Western (freedom/responsibility), Development (media+government), Revolutionary (media+revolution), Authoritarian (media+state), Communist (propaganda).
• Cultural imperialism is the dominance of Western media, particularly U.S., influencing global cultures.
• The Global Village (McLuhan) connects the world through media, connecting cultures and economies, but criticized for potentially eroding cultural diversity and promoting commercial interests.
• U.S. content dominates global programming due to affordability.
• Cultural hybridization combines global/local elements (e.g., K-pop).
• Localization adapts global media to local tastes (e.g., Netflix region-specific shows).
• Comparative systems analysis studies political/economic/cultural influences on media.
• Diversity vs. homogenization discusses whether globalization promotes exchange or a uniform culture.

Global Meets Local

• Globalization is the spread of media, products, and ideas globally.
• Glocalization adapts global media to local cultures (e.g., McDonald's regional menus).
• Cultural hybridization blends global and local elements (e.g., Bollywood).
• Media resistance is local cultures resisting global media dominance by creating indigenous content (e.g., Nollywood).
• Localization adapts global content to local preferences (Netflix).
• Cultural imperialism is the dominant influence of Western media on local cultures (Hollywood).
• Global village debate focuses on media’s interconnectedness (McLuhan), but critics highlight potential media monopolies.
• Comparative analysis studies media systems showing how political/cultural/economic factors shape media (e.g., China vs. Great Britain).
• Case studies analyze cultural hybridization and media fragmentation. Media fragmentation increases diversity.

Morocco, Qatar, and Oman Media Systems

• Morocco: Hybrid media system with controlled liberalization, significant state influence, intense censorship on sensitive issues. Journalists face restrictions. Social media/satellite TV provide alternative spaces. Aligns with authoritarian/developmental models.
• Qatar: State-controlled with a global media presence (Al Jazeera), with tight domestic media controls. Al Jazeera has international independence but avoids criticizing Qatari policies, emphasizing soft power. Aligns with authoritarian/developmental models.
• Oman: Highly conservative, state-oversight, with strict regulations preventing criticism of the government/monarchy. Media prioritize nation-building and cultural preservation. Clearly aligns with the authoritarian model with developmental aims.

Commonalities Among Morocco, Qatar, Oman Media

• Common systems: All three show significant state influence over media, censoring political dissent and national-security issues.
• Developmental focus: Media in all three promote cultural preservation, nation-building, and economic development.
• New media as a challenge: Social media provides alternative spaces for dissent, but is closely monitored by all.

Differences Among Morocco, Qatar, Oman Media

• Qatar's global role: Al Jazeera stands out with its international influence.
• Degree of liberalization: Morocco displays more pluralism compared to Oman.
• Media focus: Variations in focus (development, soft power, national interest)

Summary of Media Systems (Hachten’s Concepts) for Various Countries

• Various countries across the Arab world are evaluated based on whether they align with the developmental, authoritarian, revolutionary, or Western models of media systems. The models reflect how media are controlled and what roles they play in a state's approach to society, culture, and governance.