Class_9_-_Public_Realtions

Page 1: Introduction to Public Relations

• Public Relations is considered humanity's second oldest profession.

Page 2: Strategic Communication

• Strategic communication aims to shape audience thoughts or behaviors.

• Key factors in persuasion include understanding the audience and crafting the right message and tone.

• Importance of knowing audience influences.

Page 3: Effective Campaigns

• Successful campaigns employ persuasive techniques encouraging self-persuasion among audiences.

Page 4: Dual Role of PR Professionals

• PR professionals serve two worlds:

  • Companies wanting to enhance their reputation.

  • Companies wishing to convey specific messages to the public.

• They interact with internal and external publics and media organizations for message distribution.

Page 5: Paid vs. Earned Media

• PR agencies do not pay media companies for content placement; this is categorized as paid media (Advertising).

• PR efforts aim to persuade gatekeepers (journalists/influencers) that their information is newsworthy; known as earned media.

• Journalists heavily rely on information provided by PR firms.

Page 6: Reputation Management

• A primary task of PR involves managing and enhancing clients' reputations.

Page 7: Digital and Social Media

• Modern PR firms assist companies in managing digital and social media presence:

  • Guidance on website content

  • Social media platforms (Facebook, Instagram, YouTube)

  • Direct communication strategies via Twitter/X.

Page 8: Rhetoric in Public Relations

• Rhetoric, the art of persuasion, has roots in Greek philosophy.

• Aristotle's book "On Rhetoric" states three key persuasion modes:

  • Logos: Appeal to reason.

  • Ethos: Appeal to ethics/credibility.

  • Pathos: Appeal to emotions.

• These persuasive strategies are interconnected.

Page 9: The Origins of Public Relations

• Public relations emerged significantly in the early 1900s.

• Standard Oil faced image issues; communication with the press was previously avoided.

• Notable perspectives included William Henry Vanderbilt's "The Public Be Damned".

• John D. Rockefeller then hired Ivy Lee to improve their public image.

Page 10: Ivy Lee's Philosophy

• Ivy Lee believed in transparent communication; he promoted honesty.

• He highlighted Rockefeller's positive actions: engaging with workers and promoting raises and better conditions.

• This approach ultimately improved Rockefeller's reputation over time.

Page 11: Edward Bernays Contribution

• Edward Bernays, another PR pioneer, introduced the term "Public Relations Council".

• Advocated for the importance of PR professionals in organizations akin to legal counsel.

• Utilized social sciences (polling and psychology) to craft public opinion.

Page 12: Bernays on Propaganda

• In his 1928 book "Propaganda", Bernays discussed the manipulation of public opinion as a governance mechanism.

• He did not view this manipulation negatively, emphasizing the importance of recognizing PR from propaganda.

Page 13: Campaign Example

• The "Torches of Liberty" campaign emphasized women's freedom and sought to reshuffle negative perceptions surrounding smoking (Lucky Strike cigarettes).

Page 14: Key Functions of Public Relations

• News Management: Create and distribute favorable publicity.

• Community Relations: Maintain relations with community and government.

• Crisis Management: Repair public image after crises.

• Lobbying: Influence lawmakers and public policy.

Page 15: Media Engagement

• PR professionals often engage with media to foster positive relationships for better coverage.

• Tools used for engagement:

  • Press/News Releases

  • Events

  • Pseudo Events

Page 16: Press/News Releases

• Direct statements targeting media to gain publicity.

• Well-crafted releases act as news hooks to attract media attention.

• Media pitches suggest news stories to influencers and journalists.

Page 17: Events in PR

• Events create recognition and enhance organizational positions.

• Despite hosting events, PR professionals remain focused on work rather than enjoyment.

Page 18: Pseudo Events

• Events created specifically for media attention (e.g., press conferences, protests).

Page 19: Additional PR Mechanisms

• Utilize publicity stunts for human-interest stories.

• Maintain reporter relationships through media relations.

• Use leaks and trial balloons to gauge public reactions.

• Offer exclusives to particular news outlets for strategic impact.

Page 20: Community Relations

• Community relations focus on positive engagement and communication about good deeds.

• Involves corporate sponsorship and charitable contributions.

Page 21: Crisis Management

• Essential for restoring reputation post-negative incidents or media scrutiny.

Page 22: Lobbying

• Lobbying aims to influence legislators directly and indirectly.

• Involves communication in lobbying areas outside formal proceedings and advocacy for favorable laws.

Page 23: Transparency in the Digital Era

• Contemporary PR emphasizes transparency; deception leads to backlash against brands.

• Shift from "controlling the message" to "guiding the conversation" underlines this trend.