Concept Reviews (week 6)

Astrotur Public Relations – Greg Petersons, Team Bulldog company, online web site, or even a government can get caught doing something called astroturfing public relations.  Astroturfing public relations is where an organization can make a positive impression about itself by using people, which are sometimes bribed with money or other perks, to positively comment about their organization.  For example online companies have been caught bribing their own employees to purchase items and then leave a positive comment about how well the online company worked so that the public will see the positive comments and trust the online company.

Video News Release – Maggieh22, Team Bulldog video news release is a video that is made by a PR or advertising agency. It is made to look as if it is coming from a reliable news source by using specific backgrounds and speakers. They are made to shape the opinion of the public about a specific person, product, or industry. Some people believe that the making and usage of these videos is deceptive because the viewers do not always know that they are a video news release!

Cause Marketing – ?, The Pandas Blog

Cause Marketing- is a type of marketing that involves the cooperative efforts for a profit business and non-profit organization for mutual benefit.

Example- this website gives many examples of cause marketing. One of the examples that are talked about is that a company’s employees can volunteer like at a blood drive or homeless shelter. Instead of the company giving money the employees are going to give their time. This way the company will get noticed for the profit part of the buisness but also helping out non-profit organizations.

Focus Groups – Leslie T, The Pandas Blog focus group is an important aspect of research in public relations in which a small group of people that make up the target population are interviewed and are asked to discuss their thoughts, beliefs, and opinions about a certain product, company, etc.  Focus groups provide public relations with a lot of feedback and generally much more in-depth responses than with research gathered from a survey.

Diffusion of Innovation – Taylor Ellington, Team Bulldog

Diffusion of innovation is a theory that attempts to explain how, why, and at what rate technology and new ideas spread through a culture. It is also referred to as the ‘multi-step flow theory’, because it goes a bit further than the two-step flow theory.The theory predicts that interpersonal contacts and media provide information as well as influence opinion. In particular, it focuses on the circumstances that increase or decrease the likelihood that a new product, idea or practice will be adopted by members of a culture. It has been argued that there are four stages involved here: invention, diffusion, time, and consequences.

Elaboration Likelihood Model – Sara B, Sexy Six6 is a “fake grassroot organization” used to mask the true sponsers behind the organization. An authentic grassroots organization is a group of individuals who share a concerned interest and come together to try to make a change. So, a “fake grassroots organization” is actually an organization sponsered by companies that have a hidden agenda behind the change they are trying to implement. The example in the book describes an astroturf group called Get Health Reform Right that was “caught paying online gamers in virtual currency to send prewritten, antireform emails to congress.” It was later found out that Get Health Reform Right was actually an astroturf public relations alliance funded by 10 of the country’s largest insurers. This means that the group was hiding its real sponsers from the public because the public would be less likely to support the agenda if it knew that it was only intended to benefit the insurance companies.




2 Responses so far »

  1. 1

    rockyoyole said,

    Astroturf: Sexy 6
    VNR: Team Bulldogs
    Cause Marketing: Team Fall
    Focus Groups: Team Bulldogs
    Diffusion of Innovation: Sexy 6 (very detailed with graph) Panda (simple, short, graph)
    Elaboration Likelihood Model: Sexy 6

  2. 2

    arienbecker said,

    VNR: Team Bulldogs
    Cause Marketing: Team Bulldogs
    Focus Groups: Pandas
    Diffusion of Innovation: Sexy 6
    Elaboration Likelihood: Sexy 6

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