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HISTORY & DEVELOPMENT OF PR, CHAPTER 2 - Coggle Diagram
HISTORY & DEVELOPMENT OF PR
IMPORTANCE
learn the different tools and methods that were used during the different stages of the development of PR.
understand the profession and demands of being a practitioner better.
DEVELOPMENT IN MALAYSIA
Most activities conducted through public campaign.
Early PR aimed at
formalizing national status
gaining independence
PR in Malaysia begin as early as the era of the Malacca Rulers.
After Independence
Government Public Relations
To promote acceptance of government policies.
To disseminate information about government policies.
To run nation building campaign
hired private consultancies to help in planning & strategy development segments of the govt campaign.
Private Sector
Corporate Public Relations Department
Public Relation Consultancies
World War II until Independence
1948 - Main task is to counter communist propaganda during communist insurgency period
early 1950 - development of communication infrastructure was accelerated.
1946 -Produce leaflets as well as radio broadcast and face to face communication, through public meeting to carry out the task.
DEVELOPMENT INTERNATIONALLY
Information
To create awareness, encourage support and participation
PR activities becoming popular when people realized that information need to be spread to publics
Marketing
Business becoming more customer-oriented
Promotion is needed to remain remarkable
Publicity
Spread a positive message to gain support
Often used to attract publics
Management
handle issue
pressures on organization
Persuasion
Earliest development of PR begins when religious activities done using speeches with the most persuasive ways
Used to attract followers and win support
MODELS
DIRECTIONS
Press Agentry
To publicize the organization and its offerings
Use mass media
Public Information
To spread the information
Use selected/ controlled media
PURPOSES
2 Way Asymmetrical
use research and theory of persuasion
2-way communication with imbalanced effect
Symmetrical
Use 2 way communication and negotiation to reach state-of-affairs with its public
To develop mutual understanding between organization and its public
MIXED - Motive model
Middle ground between the two way asymmetrical and symmetrical model.
Organization and publics seek to negotiate outcome that are most advantageous to both parties in the long term
Personal Influence Model
communication to build personal and long term relationship with key individuals of the organization’s strategic public
Uses one-way communication and its purpose is predominantly “synchronic” or asymmetrical.
CHAPTER 2