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Essay / Research Paper Abstract
A paper which considers the relationship between public relations campaigns and the media, with particular reference to the value of the interactive media in the present day. Bibliography lists 5 sources
Page Count:
5 pages (~225 words per page)
File: JL5_JLPR.rtf
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Unformatted sample text from the term paper:
which public relations and the media are interrelated, it is perhaps useful to look at the various components of a public relations exercise, and the way that media is integral
to these components at certain stages. According to Turney (2003) there are three main stages of public relations development. In the first stage, publicity is the most important element: the
priority is to disseminate the message to as wide an audience as possible. Advertising and promotional material is designed to make the public aware of the organisation, or the central
theme of the campaign, rather than offered detailed information on aims and objectives.
For example, if there is a major fund-raising event such as World Aids Day, Red Nose Day, Children in Need and so on due to take place in the near
future, then such material will alert the public to the fact that the event is going to take place and prepare them for the activities which will lead up to
it. In the second phase of the campaign, more detailed information is provided which encourages the public to both understand and support the campaign. This is a phase which is
more lengthy and ongoing, and constantly emphasises the underlying rationale for the event.
In the case of Children in Need, for example, not only is there publicity for events which have already started (collections of various types, for instance) and suggestions for
one-off events, there is also coverage of some of childrens charities which have been helped in the past by the campaign, and those who are likely to be recipients of
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