Public RelationsPublic Relations

What is PR?What is PR?

the practice of managing the practice of managing the communication the communication between an organization between an organization and its publicsand its publics

That, of course, is the PR That, of course, is the PR biz definitionbiz definition

History of PRHistory of PR

Ancient Greeks had a word for it:Ancient Greeks had a word for it: Sematikos: to signify or to meanSematikos: to signify or to mean It’s how to get people to believe It’s how to get people to believe

things and do thingsthings and do things A pretty good definition of public A pretty good definition of public

relationsrelations This approach has been used for This approach has been used for

thousands of yearsthousands of years

Ramses at KadeshRamses at Kadesh

Julius CaesarJulius Caesar

John McCainJohn McCain

CaligulaCaligula

ClaudiusClaudius

St. Augustine – 394 CESt. Augustine – 394 CE

PropagandaPropaganda

An invention of the Catholic ChurchAn invention of the Catholic Church 1717thth Century committee called Century committee called

Congregatio de Propaganda Fide Congregatio de Propaganda Fide The Congregation for Propagating the The Congregation for Propagating the

FaithFaith

Thomas Paine and Thomas Paine and The American CrisisThe American Crisis

Benjamin FranklinBenjamin Franklin

Franklin in FranceFranklin in France

Negative effects of PRNegative effects of PR

1720 – the South Seas 1720 – the South Seas BubbleBubble

1720 – the Mississippi 1720 – the Mississippi CompanyCompany

P.T. BarnumP.T. Barnum

JumboJumbo

Tom ThumbTom Thumb

William SewardWilliam Seward

Ivy LeeIvy Lee

John D. RockefellerJohn D. Rockefeller

Andrew CarnegieAndrew Carnegie

Lee’s PR PrinciplesLee’s PR Principles

1. Tell the truth1. Tell the truth 2. Provide accurate facts2. Provide accurate facts 3. The public relations director must 3. The public relations director must

have access to top management and have access to top management and must be able to influence decisions must be able to influence decisions

Lee’s definition of PRLee’s definition of PR

Public relations means the Public relations means the actual relationship of the actual relationship of the company to the people and company to the people and that relationship involves that relationship involves more than talk. The more than talk. The company must act by company must act by performing good deeds.performing good deeds.

Edward BernaysEdward Bernays

Bernays’ Bernays’ “Crystallizing Public “Crystallizing Public

Opinion” Opinion” To interpret the client to the To interpret the client to the

public, which means promoting public, which means promoting the client the client

To interpret the public to the To interpret the public to the client, which means operating client, which means operating the company in such a way as to the company in such a way as to gain the approval of the publicgain the approval of the public

Other Bernays conceptsOther Bernays concepts

1. Public relations is a public service1. Public relations is a public service 2. Public relations should promote 2. Public relations should promote

new ideas and progress new ideas and progress 3. Public relations should build a 3. Public relations should build a

public conscience public conscience

How PR is different from How PR is different from advertisingadvertising

Advertising is the nonpersonal Advertising is the nonpersonal communication of information communication of information usually paid for and usually usually paid for and usually persuasive in nature about persuasive in nature about products, services or ideas by products, services or ideas by identified sponsors through the identified sponsors through the various media.various media.

PR is also the nonpersonal PR is also the nonpersonal communication of informationcommunication of information

nonpersonal communication of nonpersonal communication of informationinformation

PR is also the nonpersonal PR is also the nonpersonal communication of informationcommunication of information That information is slanted in favor That information is slanted in favor

of the client, just like advertisingof the client, just like advertising However, unlike advertising the However, unlike advertising the

information doesn’t necessarily information doesn’t necessarily have to be substantiatedhave to be substantiated

……usually paid for…usually paid for…

Advertising must pay for its Advertising must pay for its placement in the mediaplacement in the media

PR does its best PR does its best notnot to pay for to pay for placementplacement Writes “news” articles and feature stories Writes “news” articles and feature stories

called news releases promoting the client called news releases promoting the client and tries to get them publishedand tries to get them published

Puts on staged publicity events in hopes Puts on staged publicity events in hopes the media will cover themthe media will cover them

……about products, services about products, services or ideas… or ideas…

PR can be PR can be about products, about products, services or ideasservices or ideas

Can also be about companies or Can also be about companies or peoplepeople EntertainersEntertainers PoliticiansPoliticians Wanna be’sWanna be’s

Suleman and GosselinSuleman and Gosselin

……identified sponsors…identified sponsors…

Advertising has to identify the Advertising has to identify the sponsorsponsor

PR tries to avoid identifying who’s PR tries to avoid identifying who’s paying for the outputpaying for the output Leave it outLeave it out Disguise itDisguise it

Crisis ManagementCrisis Management

Exxon ValdezExxon Valdez