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BUSINESS ENGLISH 1, 2009/10, PE 5 Group “Zagreb” Arijana Jurak, Luka Juras, Kristina Jurčić, Matea Jurišić, Nina Kalauz, Katarina Klobučar
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Definition Methods Politics and civil society Front groups Conclusion
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Practice of managing the communication between an organization and its publics Offers a third–party legitimacy that advertising does not have Common activities a. Speaking at conferences b. Working with the press c. Employee communication
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Edward Louis Bernays - father of modern PR - early 1900s Central role - building and managing relationships with those who influence an organization or individual’s audiences
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PR campaigns include provisions for publicity PUBLICITY – the spreading of information to gain public awareness for a product, person etc. 1. Publics targeting - a fundamental technique used to identify the target audience - general, nationwide or worldwide - stakeholders – people who have a “stake” in a given issue
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2. Lobby groups - established to influence government policy, corporate policy, or public opinion - example: American Israel public Affairs Committee ( AIPAC ) -> American foreign policy 3. Spin - a heavily baised portayal (in one’s own favour) of an event or situation - often implies disingenuous, deceptive and highly manipulative tactics - “spin doctors” – skilled practitioners of spin
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- the techniques of “spin”: - presenting facts - choice of timing 4. Meet and Greet - method of introducing two or more parties to each other in a comfortable setting - The Gardiner school of thought - The Kolanowski school of thought
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“defining one’s opponent” – a tactic used in political campaigns opponnents can be: candidates, organizations … the aptness of the phrase methods of communication - direct mail, robocalling, advertising, public speaking use depends on the intended audience
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Organizations that purport to serve a public cause while actually serving the interest of a client whose sponsorship may be obscured or concealed Use of front groups as a PR technique has been documented in many industries ( coal mining corporations, trade groups for bars, tobacco companies… )
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Public Relations today Methods ( revision )
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WHO IS THE MOST FAMOUS (FICTIONAL) PR PERSON??? Need a clue? She’s a hot New Yorker…
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