deck_127924 Flashcards
Public Relations (Book definition)
A planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.
Public Relations(Edward Bernays definition)
Information given to the public, persuasion directed at the public to modify attitudes and actions, and efforts to integrate attitudes and actions of an institution with its publics and of publics with those of that institution.
Public Relations (Generally Accepted definition)
A distinctive management function which helps establish and maintain mutual lines of communications, understanding, acceptance, and cooperation between an organization and its publics; involves the management of problems or issues;
Public Relations (PRSA definition)
Public relations helps an organization and its publics adapt mutually to each other.
Why do we have trouble defining public relations?
PR is only about 100 years old and it is still defining itself. And sometimes when we say public relations, we really mean one of its functional parts.
Press Agent
Someone who is being paid to get their customers name in the press.
Publicity
Sometimes referred to as “free” advertising
Institutional Advertising
This is not selling a product. Its selling a class of products (Ex= Milk ads)
Public Affairs
Community Relations
Issues Mangement
Late 1970’s. Trying to predict what issues will arise in the future and planning for it.
Lobbying
Attempting to influence government officials to either pass or defeat legislation.
Investor Relations
Taking complicated statements and turning it into plain english for “normal” people.
Development
Fund raising
Quantifying Public Relations
X + Y = ZX is what an organization or individual doesY is how the public interprets that actionZ is the public opinion that is formed
Growth of Big Institutions
The days of mom-and-pop stores and small local banks have largely disappeared. Now we have massive chains and nationwide banking networks.
Heightened Public Awareness and Media Sophistication
Now we have the internet, blogs, podcasts, wikis, Facebook, YouTube, Twitter, and smartphones have helped fragment audiences
Increased incidence of societal change, conflict, and confrontation
With the growth of the web, activists have become increasingly more daring, visible, and effective. Today anyone who owns a computer can be a publisher, a broadcaster, and a motivator of others (Ex= Arab Spring)
Globalization and the growing power of global media, public opinion and capitalism
While institutions have grown in size and clout in the 21st century, at the same time the world has gotten increasingly smaller and interrelated.
Dominance of the Internet and Growth of social media
1.4 billion people use the internet today. This has made hundreds of millions of people “instant consumers” and “instant generators”
Ancient example of PR
Bulletins in Iraq (early 1800 BC) that told farmers of the latest techniques in farming
Greek Sophists
Sophists gathered in the amphitheaters of the day to extol the virtues of particular political candidates (early lobbyists)
Julius Caesar’s Commentaries on the Gallic Wars
When facing an upcoming battle, Caesar would rally public support through published pamphlets and staged events. This also convinced the senate to fund his war
Magna Carta
Magna Carta was written by a group of 13th-century barons to protect their rights and property against a tyrannical king. Became the model for the Bill of Rights
Catholic College of Propaganda
Created by Pope Gregory XV in the 1600’s to “help propagate the faith.”
Revolutionary War Era PR
Slogans and symbols were used to foster participation. “No taxation without representation!”Organizations for action, Fundraising, Publications.
Revolutionary War: First to Press
The first story to hit the press is more likely to be taken as fact even though that is not always the case. Ex = Boston Massacre
Revolutionary War: Staged Public Events
Boston Tea Party - An event where colonists masqueraded as Indians, boarded British ships in Boston harbor and pitched chests of imported tea overboard.
Post Revolution PR: Federalist Papers
“History’s finest PR Job”. The battle between the Federalists (supporters of the Constitution) and anti-Federalist’s in newspaper articles and pamphlets in an attempt to influence public opinion.
Post Revolution PR: Creation of Events
Amos Kendall, a Kentucky writer and editor, performed about every White House public relations tasks for President Andrew Jackson. He conducted opinion polls, wrote speeches, and turned out press releases.
Post Revolution PR: P.T Barnum
Barnum was a master publicist. He generated article after article for his travelling circus. He also staged bizarre events to drum up free newspaper exposure.
Post Revolution PR: Modern Campaigning
McKinley went town to town making speeches about his virtues during his presidential campaign hoping to get elected.
Post Revolution PR: First Corporate Public Relations Department
George Westinghouse
Early 1900’s PR: Muckrakers
Journalists who published supposedly scandalous operations of America’s business enterprises.
The Jungle
Upton Sinclair’s novel that attacked the deplorable conditions of the meatpacking industry.
History of Standard Oil
Book written by Ida Tarbell that stripped away the public facade of the nation;s leading petroleum firm which stirred up public attention.
Publicity Bureau
First public relations firm. Created by George Michaelis in Boston in 1900. Advised clients to pay attention to internal “human relations”.
Public Relations Journal Founded
Journal founded by Rex Harlow who was the first full-time public relations educator. Founded the American Council on PR.
Theodore Vail
AT&T’s consumer minded founder who said “We have a responsibility to operate in our customers best interest”
Ivy LEe
Considered the father of modern PR. Early 1900’s journalist hired by JD Rockefeller to assist with the fallout from the Ludlow Massacre and subsequent workers strike. Lee encouraged Rockefeller to create a joint labor-management board to mediate all worker’s grievances on wages, hours and working conditions and was a great success.
Ivy Lee: Handouts
First to use handouts. He gave fact sheets to the press to create talking points during press conferences.
