Chapter 12 Public Relations

8/8/2019 Chapter 12 Public Relations

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Chapter 12

Chapter 12PUBLIC RELATIONS:The Image Industry

PUBLIC RELATIONS:The Image Industry


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Public relations is defined as the art orscience of establishing and promoting a

favorable relationship with the public. Public relations differs from

advertising.

Both public relations and advertising,

however, are persuasive endeavors andwork together in integrated marketing.

Internal publics are those within theclients organization and include

employees, stockholders, and members. External publics are those outside theclients organization, including thecommunity, the news media, customers,

voters, and legislators.

Public relations is defined as the art orscience of establishing and promoting a

favorable relationship with the public. Public relations differs from

advertising.

Both public relations and advertising,

however, are persuasive endeavors andwork together in integrated marketing.

Internal publics are those within theclients organization and include

employees, stockholders, and members. External publics are those outside theclients organization, including thecommunity, the news media, customers,

voters, and legislators.


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Precursors of Public Relations

People have always had opinions, and othershave always tried to influence those opinions.

Ancient Greeks hired Sophists to help fighttheir verbal battles in public forums.

Ancient rulers all over the world employedspies to keep in touch with public opinion andspread rumors favorable to the sovereign.

Most people in the colonies were indifferent tothe cause of American independence. Patriots

used PR techniques, such as the Boston TeaParty of 1773, to gain public support for thewar.

Precursors of Public Relations

People have always had opinions, and othershave always tried to influence those opinions.

Ancient Greeks hired Sophists to help fighttheir verbal battles in public forums.

Ancient rulers all over the world employedspies to keep in touch with public opinion andspread rumors favorable to the sovereign.

Most people in the colonies were indifferent tothe cause of American independence. Patriots

used PR techniques, such as the Boston TeaParty of 1773, to gain public support for thewar.


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In the new democracy, quick-witted people fromsideshow barkers to Broadway press agents

worked to generate publicity for their clients. The dramatic means they used was known as

hype.

Phineas T. Barnum planted stories filled withlies about his attractions, and named his circusThe Greatest Show on Earth.

In the 1800s, public relations techniques wereused by land speculators and railroads toentice people west with glowing reports fertileland and cooperative natives.

The railroads encouraged the westwardmigration to generate customers for theirservices.

In the new democracy, quick-witted people fromsideshow barkers to Broadway press agents

worked to generate publicity for their clients. The dramatic means they used was known as

hype.

Phineas T. Barnum planted stories filled withlies about his attractions, and named his circusThe Greatest Show on Earth.

In the 1800s, public relations techniques wereused by land speculators and railroads toentice people west with glowing reports fertileland and cooperative natives.

The railroads encouraged the westwardmigration to generate customers for theirservices.


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Edward Bernays coined the term publicrelations counsel in his book, Crystallizing Public

Opinion, which was published in 1923. He alsotaught the first university public relations coursethat year at New York University. Edwardreceived most of the credit at the time but todayhistorians are beginning to appreciate the

contributions of his wife, Doris. FDR used the CPI to drum up support for New

Deal programs such as the Works ProgressAdministration (WPA), which put unemployedpeople to work on government projects such as

building roads and parks. FDR established the Office of War Information to

promote WWII bonds, encourage workproductivity and the rationing of food, clothing,and gasoline.

Edward Bernays coined the term publicrelations counsel in his book, Crystallizing Public

Opinion, which was published in 1923. He alsotaught the first university public relations coursethat year at New York University. Edwardreceived most of the credit at the time but todayhistorians are beginning to appreciate the

contributions of his wife, Doris. FDR used the CPI to drum up support for New

Deal programs such as the Works ProgressAdministration (WPA), which put unemployedpeople to work on government projects such as

building roads and parks. FDR established the Office of War Information to

promote WWII bonds, encourage workproductivity and the rationing of food, clothing,and gasoline.


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The Public Relations Society of America (PRSA)was founded in 1947 to promote professional

standards and put forth a positive image. PRSAadopted a code of ethics in 1950.

By stressing nonviolent forms of protest andenduring physical and verbal abuse in the 1950sand 1960s, civil rights organizations such as the

National Association for the Advancement ofColored People (NAACP) won a public relationswar in their fight for Constitutional rights beingdenied to minorities by local governments.

The FBIs Ten Most Wanted Fugitives Program

started off as a reporters request to name theirmost-wanted fugitives. Subsequent positivepublicity after the story culminated into theList.

The Public Relations Society of America (PRSA)was founded in 1947 to promote professional

standards and put forth a positive image. PRSAadopted a code of ethics in 1950.

By stressing nonviolent forms of protest andenduring physical and verbal abuse in the 1950sand 1960s, civil rights organizations such as the

National Association for the Advancement ofColored People (NAACP) won a public relationswar in their fight for Constitutional rights beingdenied to minorities by local governments.

The FBIs Ten Most Wanted Fugitives Program

started off as a reporters request to name theirmost-wanted fugitives. Subsequent positivepublicity after the story culminated into theList.


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Today, countries with expanding economies suchas Korea and some countries of the former SovietUnion, hire public relations firms to improve theperception that international investors have ofthem.

In the wake of the September 11th, 2001 attacks onthe United States, the U.S. government established

media specifically designed to sway anti-U.S.sentiment in the Arab media:

Alhurra is a slickly produced Arab-languagecable television network.

Radio Sawa is an Arab-language radio service.

Radio Farda is a Farsi-language radio service. Hi Magazine is a geared towards Iraqi elites.

Today, countries with expanding economies suchas Korea and some countries of the former SovietUnion, hire public relations firms to improve theperception that international investors have ofthem.

In the wake of the September 11th, 2001 attacks onthe United States, the U.S. government established

media specifically designed to sway anti-U.S.sentiment in the Arab media:

Alhurra is a slickly produced Arab-languagecable television network.

Radio Sawa is an Arab-language radio service.

Radio Farda is a Farsi-language radio service. Hi Magazine is a geared towards Iraqi elites.


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When someone poisoned Tylenol capsules in1982, the president of Johnson & Johnson andother company officials sat down for ateleconference, a news conference in whichnewsmakers and reporters are in differentlocations but joined by a satellite hookup.

The conference involved 600 reporters in 30 citiesand allowed the company to explain theextraordinary precautions that Johnson &

Johnson was taking to protect consumers.

Teleconferences are also known as video

conferences and satellite media tours.

When someone poisoned Tylenol capsules in1982, the president of Johnson & Johnson andother company officials sat down for ateleconference, a news conference in whichnewsmakers and reporters are in differentlocations but joined by a satellite hookup.

The conference involved 600 reporters in 30 citiesand allowed the company to explain theextraordinary precautions that Johnson &

Johnson was taking to protect consumers.

Teleconferences are also known as video

conferences and satellite media tours.


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Public Relations ActivitiesPublic Relations Activities


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Public Relations StrategiesPublic Relations Strategies


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PR Activities Research that occurs through the public relations

process is used to:

define problems,

identify publics,

test concepts,

monitor the progress of a campaign, evaluate its effectiveness when it is over.

PR Activities Research that occurs through the public relations

process is used to:

define problems,

identify publics,

test concepts,

monitor the progress of a campaign, evaluate its effectiveness when it is over.

PR practitioners are involved in decision-making andorganizational policy-making of companies andpoliticians. This includes coaching clients on how to

behave in an interview, offering grooming advice orteaching how to avoid answering direct questions.

PRs biggest task is gaining the goodwill of the publicthrough favorable publicity.

PR practitioners are involved in decision-making andorganizational policy-making of companies andpoliticians. This includes coaching clients on how to

behave in an interview, offering grooming advice orteaching how to avoid answering direct questions.

PRs biggest task is gaining the goodwill of the publicthrough favorable publicity.


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PR Strategies

News management techniques include:

publicity stunts to create human-interest stories,

creating news hooks to interest media gatekeepers in theinformation that clients want to publicize,

developing media relations, or press relations, thatmaintain contact with reporters,

government news management occurs whengovernments try to manage their news coverage bycontrolling the flow of information to the press.

PR Strategies

News management techniques include:

publicity stunts to create human-interest stories,

creating news hooks to interest media gatekeepers in theinformation that clients want to publicize,

developing media relations, or press relations, thatmaintain contact with reporters,

government news management occurs whengovernments try to manage their news coverage bycontrolling the flow of information to the press.

using leaks and trial balloons to test public reactionto a major policy,

granting exclusives to just one news outlet toincrease the impact of publicity.

PR maintains good community relations by givingcorporate aidto schools, charities and nonprofits.

using leaks and trial balloons to test public reactionto a major policy,

granting exclusives to just one news outlet toincrease the impact of publicity.

PR maintains good community relations by givingcorporate aidto schools, charities and nonprofits.


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Crisis management is the action used torepair a clients public image following anemergency, such as a major error, accident,or sabotage.

Lobbying is any attempt to influence thevoting of legislators. The name comes fromthe practice of PR representatives speaking to

lawmakers in the lobbies outside theirhearing rooms.

U.S. companies spend hundreds ofmillions of dollars annually in theirlobbying efforts.

Multi-million dollar industry associationsare set up purely for the purpose ofinfluencing how laws are written.

Crisis management is the action used torepair a clients public image following anemergency, such as a major error, accident,or sabotage.

Lobbying is any attempt to influence thevoting of legislators. The name comes fromthe practice of PR representatives speaking to

lawmakers in the lobbies outside theirhearing rooms.

U.S. companies spend hundreds ofmillions of dollars annually in theirlobbying efforts.

Multi-million dollar industry associationsare set up purely for the purpose ofinfluencing how laws are written.


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Some Public Relations Tools Press releases, or news releases, are short

documents, written in standard news form, forinsertion into news reports.

Canned news and editorials are digital files tobe inserted verbatim into feature or editorialsections.

Audio news releases include interviews andsound bites ready for insertion into newsreports.

Video news releases (VNRs) are ready-to-

broadcast tapes. For example, a drug companymight distribute a VNR that providesinterviews with experts who have developedand tested a new drug along with satisfiedusers.

Some Public Relations Tools Press releases, or news releases, are short

documents, written in standard news form, forinsertion into news reports.

Canned news and editorials are digital files tobe inserted verbatim into feature or editorialsections.

Audio news releases include interviews andsound bites ready for insertion into newsreports.

Video news releases (VNRs) are ready-to-

broadcast tapes. For example, a drug companymight distribute a VNR that providesinterviews with experts who have developedand tested a new drug along with satisfiedusers.


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Some Public Relations Tools

VNRs have become increasingly controversialin recent years, and have come to be called fake news, when they are used withoutattribution.

A 2006 Center for Media Democracy study

found 36 VNRs that had aired on 77 stations.

Some Public Relations Tools

VNRs have become increasingly controversialin recent years, and have come to be called fake news, when they are used withoutattribution.

A 2006 Center for Media Democracy study

found 36 VNRs that had aired on 77 stations.

Press kits are elaborate collections ofpublicity photos, color slides, productsamples, and fact sheets.

Many press kits also contain backgrounders,in depth articles on such matters ascompany history, the management team,and the product or market.

Press kits are elaborate collections ofpublicity photos, color slides, productsamples, and fact sheets.

Many press kits also contain backgrounders,in depth articles on such matters ascompany history, the management team,and the product or market.


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A special event can be used to reconnect thepublic with the client after something changes

perception. In the 1980s, Coca-Colas marketing blunder

of changing its formula for Coke was metwith consumer rejection.

The company returned to its originalformula, renamed it Coke Classic, and usedthe build up to its 100th anniversary as thelaunch date.

Publicity cost over $23 million and took

several years.

A special event can be used to reconnect thepublic with the client after something changes

perception. In the 1980s, Coca-Colas marketing blunder

of changing its formula for Coke was metwith consumer rejection.

The company returned to its originalformula, renamed it Coke Classic, and usedthe build up to its 100th anniversary as thelaunch date.

Publicity cost over $23 million and took

several years.


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Corporate sponsorship is also used to polish theimage of clients. Miller Brewing Company sponsors almost 90

events.

Corporations also purchase naming rights for

stadiums (Busch Stadium) and even thenaming rights for sports teams themselves(Coors Brewerys Colorado Silver Bullets, is awomans baseball team that played in the themens league).

Corporate sponsorship is also used to polish theimage of clients. Miller Brewing Company sponsors almost 90

events.

Corporations also purchase naming rights for

stadiums (Busch Stadium) and even thenaming rights for sports teams themselves(Coors Brewerys Colorado Silver Bullets, is awomans baseball team that played in the themens league).


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The Ethics of PR Tactics Many journalists have a negative, but working

relationship, with PR professionals. Journalists call PR people spin doctors andflacks, which derives from the term for WW II

anti-aircraft fire.

To some, spinning is the practice of twisting the

truth so that what is said puts the best possible faceon the facts. Critics contend that most spinning is atype of lying, or a half-truth at best.

The Big Lie occurs when prominent people statesomething they know to be untrue, but stick to it in

spite of all evidence in the hopes that the press andpublic will become confused by the issue and forgetabout it.

The Ethics of PR Tactics Many journalists have a negative, but working

relationship, with PR professionals. Journalists call PR people spin doctors andflacks, which derives from the term for WW II

anti-aircraft fire.

To some, spinning is the practice of twisting the

truth so that what is said puts the best possible faceon the facts. Critics contend that most spinning is atype of lying, or a half-truth at best.

The Big Lie occurs when prominent people statesomething they know to be untrue, but stick to it in

spite of all evidence in the hopes that the press andpublic will become confused by the issue and forgetabout it.


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Chapter 12 Public Relations

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