PR 3335

Definition of PR

Public relations is the management function

that identifies, establishes and maintains

mutually beneficial relationships between an

organization and the various publics on whom

its success or failure depends

RACE Model

Research, Action, Communication, Evaluation

Difference between PR and Marketing

PR doesn't/isn't

- make $ for organization

- build markets

- deal with external audiences - promote products

- customer based

Difference between PR and Advertising

PR doesn't/isn't

- pay for space/time, guarantee placement

- sell goods or services

- have solely external audiences

- specialize communications

- have a lot of control

Difference between PR and Journalism

PR doesn't/isn't

- focus on writing

- ascribe to objectivity

- have mass audience

- a single channel of media employer

Role of PR

create positive public opinion, prevent negative public opinion, and manage the negative when it inevitably happens

Development of PR in US and around the world

- estimated 3 million people practice PR worldwide

- estimated 200 national & regional PR organizations exist in the world

- PR is most developed in the US, where spending was $4 billion annually

- major growth is occurring in the European Union, Russia, and Asia - especially China

PR Activities

- Writing

- Editing

- Media relations & placement

- Special events

- Speaking/presenting

- Production

- Research

- Planning & programming

- Training

- Administration

Typical job levels for PR

1. technicians

2. supervisor

3. manager

4. director

5. executive

Samuel Adams

- knew power of the pen

- saw impact of special events like Boston Tea Party

- created symbols and slogans

- leveraged the power of "belonging"

Amos Kendall

served Andrew Jackson as first presidential press secretary

Creel Commission

George Creel lead propaganda effort during WWI - Creel headed US Committee on Public Information

Franklin D Rosevelt

his advisor Louis Howe introduced feedback system to white house - Howe initiated "fireside chats" - Howe totally controlled FDR's image

Ronald Reagan

"the great communicator" - introduced photo op

Photo op

presidents started doing this to get good press

Bill Clinton

used election winning message strategy - "Its the economy stupid"

PR and Corporate History

First in-house PR established in 1889 by Westinghouse

• Helped market/promote use of

alternative current

• Battle of the currents between

Westinghouse and Edison

The Publicity Bureau

- first PR firm started by George Michaelis

- first client: harvard

- worked for nations railroads

Muckrakers

reform-minded American journalists who attacked established institutions and leaders as corrupt

Ida Tarbell

muckraker who revealed Rockefeller's ruthless tactics in oil industry

Upton Sinclair

muckraker who wrote novel that exposed meat packing industry

Ivy Ledbetter Lee

- Born in Cedartown, Georgia

- Founded Parker and Lee, 1904

- "Declaration of Principles"

- Birth of modern public relations

- Standard Oil, J.D. Rockefeller, Colorado miners' strike, 1906

Edward L Bernays

- Father of modern PR

- Used psychology to

influence public opinion

- Sigmund Freud's nephew

- Taught first PR course at

University of New York, 1923

- Wrote groundbreaking PR

book, "Crystallizing Public Opinion"

Arthur W Page

- AT&T vice president

- Established PR as key part of management, 1927

- Arthur W. Page Society - 300 top corporate PR executives

PT Barnum

master of the pseudo event

Pseudo Event

an event arranged or brought about merely for the sake of the publicity it generates, especially one designed to appear spontaneous or unplanned

Entertainment PR

- Henry Rogers and Warren Cowan founded Hollywood PR firm, Rogers & Cowan, in mid-1930s

- Pitched story on Rita

Hayworth as "bestdressed"

actress

Sports PR

- First sports publicists were press agents

- Baseball, college football and boxing first sports to use full-time press agents

- Worked with sports writers to cover - sometimes create - stories about "heroes"

- Explosive growth as sports media expanded in 1980s

Multicultural PR

- Moss Kendrix offered advertising and public

relations services

- Educated corporate America about the importance of communicating with AfricanAmerican consumers

- First to acquire major corporate account, Coca-Cola

Ethics

concerned with how we should live our lives. Focuses on questions of what is right or wrong.

Video News Release

press releases designed to mimic the style of a broadcast news report

When Working with News Media

- ethical behavior is not only the right thing, but the smart thing

- no response harms relationships & reputation

Employee Leaks

- emails, blogs, message board posts

- violation of company policy

PR leaks vs. "exclusives"

- could violate SEC law

- fairness to other media

- can jeopardize relationships

Media, gifts, and money

- extravagant gifts are a no

- promotional items, product samples usually okay

- media have their own policy for paying reporters' expenses

Different ethical standards in different countries

- In Middle East, 41% of media say they're more likely to use release accompanied by gift

- Media expect PR to pay expenses

- 33% in Europe

- 60% in Asia

- Pay-for-Play common in Eastern Europe, Russia, Asia

Accreditation

Was made because PR does not have prescribed standards of educational preparation, a mandatory period of apprenticeship or laws that govern admission to the profession.

Accreditation Programs

- Accreditation programs aim to improve standards and professionalism in public relations around the world

- Voluntarily process "certifies" competence, professionalism of practitioners

Qualities of Ethical Behavior

- Independence

- Responsibility to society

- Concern for competence and honor of profession

- Loyalty to the profession higher than to employer

Guiding Principles

- Be honest at all times

- Convey sense of business ethics based on your own standards and those of

society

- Respect integrity and position of your opponents and audiences

- Develop trust by emphasizing substance over triviality

- Consider all sides of an issue

- Strive for balance between loyalty to organization and duty to public

- Don't sacrifice long-term objectives for short-term gains

Role of PR Departments

Depends on:

- Type of organization, its needs

- Top management's view of PR

- Capabilities of PR staff

Line Functions

direct influence on operations (manufacturing, marketing, sales, research & development)

Staff Functions

indirect influence on operations (PR, human

resources, legal) ... so sometimes not seen as important

Advantages Internal Department

- Knowledge of organization

- Economical for organization

- Accessible/available to top

management

- Team membership

Disadvantages of Internal Department

- Develop "tunnel vision"

- May become dominated

- Limited knowledge and

expertise

Advantages of Independent Agency

- Objectivity

- Variety of skills and expertise

- Geographical scope

- Credibility

- Resources

Disadvantages of Independent Agency

- No real commitment

- Superficial grasp of organization and its issues

- Resentment of outsiders or

threat to internal staff

- Cost

How Agencies Work

- Make capabilities presentation, pitch for business

- Develop recommendations, provide advice/counsel

- Sometimes agencies implement plans, sometimes internal department does, sometimes agencies help with "arms and legs"

How Agencies Make Money

- Hourly fee + out-of-pocket

- Retainer

- Fixed project fee

- A combination

Press Agentry/Publicity Model

one way communication to distribute information that may be exaggerated, distorted, or even incomplete in order to "hype" a cause, product, or service

Public Information Model

one way distribution of information, not necessarily with a persuasive intent, based on accuracy and completeness

Two Way Asymmetric

two way communication with imbalanced effects - scientific persuasion is the purpose - helps communicator better understand the audience and how to persuade it

Two Way Symmetric

two way communication with balanced effects - gaining mutual understanding is the purpose - helps create policies and actions that are mutually beneficial to both the organization and the audience

The Civil Rights Campaign

used well-written well-delivered speeches, letter writing, lobbying, and staged events to turn an idea into reality

NASA Campaign

created historic events that saved the future of the organization

Cabbage Patch Kids Campaign

set the standard for the introduction of a new product and showed what a strong media relations program can do for a product

Seat Belt Campaign

tactics in this campaign included winning the support of news media, interactive displays, celebrity endorsements, letter writing campaigns, and several publicity events

Hands Across America Campaign

the largest human gathering in history in 1986 that included 7 million people across 16 states to raise money for the hungry and homeless

Tylenol Crisis Campaign

classic model for product recall - redesigned packaging and created media campaign to keep public informed

Windows 95 Launch Campaign

through media relations and publicity, it achieved a 99% awareness level among consumers before the product even hit the shelves

Understanding AIDS Campaign

successful health campaign that included a national mailing of brochure as well as grassroots activities that targeted African Americans and Hispanics