1 journ pr ad italy 07


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1 journ pr ad italy 07

  1. 1. <ul><li>Journalism, Advertising and Public Relations as special forms of the Mass Communication </li></ul>
  2. 2. <ul><li>Mass communication (MC) – process of producing and transferring of the messages to to mass audiences by means of special technical devices </li></ul>MC ( essentials ) Journalism Advertising PR Literature (fiction) Cinema М C ( technological dimension ) Print media ( books, magazines, newspapers ) Electronic media (Radio, TV, Internet) Chemical media ( photo, cinema )
  3. 3. <ul><li>The main characteristic features of the Mass Communication </li></ul><ul><li>Openness; </li></ul><ul><li>Publicity; </li></ul><ul><li>Controlled access to the media; </li></ul><ul><li>Mediated contacts between the Source and the Audience; </li></ul><ul><li>Social control of the message content. </li></ul><ul><li>. </li></ul>
  4. 4. The main common features of Journalism, Advertising and Public Relations <ul><li>Reliability of information; </li></ul><ul><li>Social significance of the message; </li></ul><ul><li>Openness, publicity; </li></ul><ul><li>Indirectness; </li></ul><ul><li>Mass audience; </li></ul><ul><li>All the three are both routine and creative </li></ul>
  5. 5. Routine work <ul><li>Everyday production and circulation of some common good, service </li></ul>Creation of the unique personalized product with authors specificity Creative activity
  6. 6. Basic definitions <ul><li>Journalism - activities aimed at collecting significant information, its processing and delivering to the mass audience by means of special channel (radio, TV, information agencies) </li></ul><ul><li>PR – activities aimed at producing positive public image of any political, business or public organization person; </li></ul><ul><li>Advertising - activities aimed at informational promotion of any good or service to be sold at the market. AD – any form of non-personal presentation of the good or service paid for by the definite customer. </li></ul>.
  7. 7. Public Opinion forming and changing Newspapers, TV, radio, Information Agencies Informing ( socially significant information ) Journalism Result Means Function
  8. 8. Awareness, Opinion, Attitude  buying|selling of good or service Mass media, Outdoors, other special advertising tools Delivering information paid by advertiser Advertising Result Means Function
  9. 9. Public attitude  image  reputation Mass media, special events, personal communication etc. Attitude and behavior formation and change PR Result Means Function
  10. 10. PR <ul><li>spheres </li></ul><ul><li>political business </li></ul><ul><li>social and cultural </li></ul><ul><li>Way of information processing </li></ul><ul><li>informational non-informational </li></ul><ul><li>Target groups </li></ul><ul><li>internal external </li></ul>
  11. 11. Advertising social political Business (commercial)
  12. 12. Advertising typology <ul><li>prints </li></ul><ul><li>Internet </li></ul><ul><li>TV and Radio </li></ul><ul><li>commercials </li></ul><ul><li>AD </li></ul><ul><li>direct Image (prestige) </li></ul>
  13. 13. ADVERTISING Public organization, state institution State institution, political party, political leader Good or service producer Advertiser free paid paid Distribution общечеловечес-кие ценности Power, political ideology, political program, political leader Good, article, service Subject social political business
  14. 14. Subjects of communication ( subject – acting source, the “owner” of the information ) Advertising agency/ department PR-specialist/PR-department/PR-agency Technological subjects Producer of the good/service Any public social actor ( company, institution, region, person ) Basic subjects <ul><li>Journalist </li></ul><ul><li>Editorial board </li></ul>Advertising PR Journalism
  15. 15. Object (Receiver – Audience) Consumer/ buyer of good/ service Target audiences, public groups Mass audience ( readers, listeners, spectators, onlookers ) Advertising PR Journalism
  16. 16. PR – target groups PR target groups Consumers of good/ service Power institutions Mass media Public organizations, NGO’s Company’s staff Local communities, General population Business partners and competitors
  17. 17. Mass communications market: structure and infrastructure <ul><li>Advertising agencies </li></ul><ul><li>Advertising departments in companies </li></ul><ul><li>Advertising departments in media </li></ul><ul><li>PR - agencies </li></ul><ul><li>PR - department of the state institutions ( press-attaché , press department, PR-department ) </li></ul><ul><li>PR - departments in business companies ( corporate PR ) </li></ul><ul><li>PR - department of public organizations, political parties, trade unions, etc. </li></ul><ul><li>Press-centers and informational centers </li></ul><ul><li>Corporate media </li></ul><ul><li>newspapers </li></ul><ul><li>magazines </li></ul><ul><li>Radio stations </li></ul><ul><li>TV companies </li></ul><ul><li>Informational agencies </li></ul><ul><li>Media holdings </li></ul>Advertising PR Journalism
  18. 18. Director Commercial department Editor in chief Advertising dpartment Distribution Deputy editor 1 Departments Politics Accountant Economics Social life Spots Culture Deputy editor 2 Corrector Bild-editor Layout manager
  19. 19. PR - agency President Commercial director Publishing department Project managers Accountant, media buying, etc.