Download m&c 7e_pp ch 12

Public Relations and
Framing the Message
Chapter 12
“In 1956, the nation’s top blue jeans
manufacturers formed the national Denim
Council ‘to put schoolchildren back in blue
jeans through a concerted national public
relations, advertising, and promotional
effort.’ ”
Public Relations
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Public relations: The entire range of efforts
by an individual, an agency, or any
organization attempting to reach or persuade
audiences
Social and cultural influence of PR is
immense.
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PR helped convince many American businesses
of the value of nurturing the public.
Important once America became consumeroriented society
Historical Development
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First PR people were press agents.
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Advanced client through hype and stunts
P.T. Barnum and William F. Cody
Modern PR Agents
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Ivy Lee
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Contained damaging publicity fallout for Rockefellers
during Ludlow Mine Massacre
Edward Bernays
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The father of modern PR
Taught the first class in public relations in 1923
“Since crowds do not reason, they can
only be organized and stimulated
through symbols and phrases.”
—Ivy Lee, 1917
The Practice of Public
Relations
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2,900 PR firms worldwide, including 1,900 in
the U.S.
Growing academic field since the 1970s and
1980s
Public Relations Society of America (PRSA)
defines PR thus: “Public relations helps an
organization and its publics adapt mutually to
each other.”
PR industry has two strategies
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Independent agencies whose sole job is to provide
clients with PR services
In-house services that handle routine tasks such
as writing press releases
Top Public Relations Agencies
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Burson-Marsteller
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Hill & Knowlton
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103 offices in 59 countries
Clients include Sony, Old Navy, and Johnnie Walker
whiskey
71 offices in 40 countries
Clients include American Express, Starbucks, and Procter
& Gamble
Two companies generated part of $1.28 billion in PR
revenue in 2008 for parent company The WPP
Group.
Figure 12.1
Performing Public Relations
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PR involves providing a multitude of services, including publicity,
communication, public affairs, issues management, and
government relations.
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Another important service is propaganda.
 Communication strategically placed, either as advertising or as
publicity, to gain public support for a special issue, program, or
policy
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Conducts research to focus message
Need to convey message
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Done through press releases
Video news releases (VNRs)
Public service announcements (PSAs)
Performing Public Relations
(cont.)
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Media relations
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Promote a client or an organization by securing publicity
or favorable coverage in the news media
PR agents who specialize in media relations also
recommend advertising to their clients when it seems
appropriate.
Special events
 Raise the profile of corporate, organizational, or
government clients
 Ex. “Kwik-E Marts” used to promote The
Simpsons Movie, 2007
Community and consumer relations
 Designed to sustain goodwill between its clients
and the public
Government relations and lobbying
 The process of attempting to influence lawmakers
to support and vote for an organization or
industry’s best interests
Public Relations During a
Crisis
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PR firms must help companies handle a public crisis
or tragedy.
Exxon Valdez oil spill, 1989
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Company’s insufficient response made it appear they were
attempting to duck responsibility.
Tylenol tragedy, 1982
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After several people died from taking Tylenol laced with
poison, company responded with massive recall.
Reintroduced product three months later with tamperresistant bottles
Public thought Johnson & Johnson had responded well to
the crisis.
Pejorative Public Relations:
What Journalists Fear About PR
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Flacks
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PR people who insert themselves between their
clients and the press
Several sources of conflict
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PR works to counter facts brought to light by
journalists with spin.
Block access to important officials
Agents promote as news what would normally
be purchased as advertising.
Bigger agencies are able to secure a
disproportionate amount of coverage for their
clients.
Public Relations Ethics
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Table 12.1
Public Relations and
Democracy
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Politicians have hired PR firms to rehabilitate their
images.
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Richard Nixon hired Hill & Knowlton to fix his reputation
post-Watergate.
By the time of his death in 1994, Nixon was considered
revered elder statesman.
PR campaigns that result in free media exposure
raise questions regarding democracy and the
expression of ideas.
Journalists need to become less willing conduits in
the distribution of publicity.