Chapter 9

Definition of earned media

• Favorable publicity prompted by PR source request to review client’s new product or do story about client or product 

• Art of persuasion

• Favorable publicity prompted by PR source

What are the three pillars of rhetoric?

• Logos, pathos and ethos

• Author, text and audience

• strategic communication, PR and Journalism

The Elaboration Likelihood Model (ELM) claims that

• we process persuasive messages either through a central route or a peripheral route, depending on a range of factors

• we act first and then rationalize or create reasons for our behavior afterward to make our actions consistent with self-perceived notions of who we are

• media have direct and measurable effects, such as encouraging us to buy products or to become violent

PR is a vital part of three-way relationship among...

A pitch is...

A good PR response to Ray Rice case would have been...

• marrying his fiancée

• firing him immediately

• making him apologize to his fiancée on national TV

Would you work in the PR team of a company that makes harmful products?

• Yes, indeed

• I am not sure

• No, never