1. Public Relations and Framing the Message
Chapter 12

2. “Since its inception, PR has exerted a huge influence on American society and culture.... No matter what issue you care about, there is undoubtedly someone doing PR on its behalf, on all sides.”

3. Public Relations
Total communication strategy conducted by an individual, government, or organization attempting to persuade its audience to adopt a point of view
Unlike advertising, PR focuses on crafting an image rather than increasing sales
Often reflects larger trends and ideas percolating through society

4. PR’s Influence on American Society
Drove economic activity after Industrial Revolution, contributing to improvement in living standards
Set tone for corporate image-building that characterized 20th century
Influences political process by shaping images of both politicians and issues

5. Early History Age of the Press Agent Business Adopts PR
Press agents first PR professionals
Advanced clients through hype and stunts
P.T. Barnum
John Burke promoted Buffalo Bill
Business Adopts PR
Press agency tactics generate profits, get government funding
Example: railroad deadheading

6. Early History (cont.) Professional PR Emerges
Ivy Lee takes new approach of honesty and directness
Contained damaging publicity fallout for Rockefellers during Ludlow Mine Massacre
Edward Bernays first to apply psychology and sociology to PR
“Public relations counselor”
Helped women enter PR field

7. Major Types of PR Organizations
PR Agencies
Almost 2,000 U.S. companies
Many owned by conglomerates
In-house PR staffs
Large organizations have PR departments
Write press releases, manage interview requests from journalists, stage events

8. Public Relations Functions
Develop publicity campaigns and formulating messages about their clients
Conducting research
Surveys, focus groups
Convey the message
Press releases, VNRs, PSAs, Internet
Managing media relations
Securing favorable coverage in news media
Crisis management to handle bad publicity

9. Public Relations Functions (cont.)
Coordinating special and pseudo events
Visibility raises profile of corporate, organizational, or governmental clients
Sponsorship, press conferences
Fostering positive community and consumer relations
Designed to sustain goodwill between clients and public
Cultivating government relations
Lobbyists, astroturf lobbying

10. Tensions between PR and Journalism
Interdependence
Journalists rely on PR for information and news
PR raids news media’s workforces for talent
PR practitioners think they make journalists jobs easier; some journalists criticize their own colleagues for being lazy
Skepticism about PR practices
PR accused of undermining facts and blocking reporters’ access to clients
PR accused of presenting publicity as news

11. PR’s Self-regulation Formed Public Relations Society of America (PRSA)
PR professional organization with code of ethics, standards
Independent watchdog organizations
PR Week, PR Watch
Changing PR terminology to sound more ethically responsible
“Corporate communications,” “news and information services”

12. Public Relations in a Democratic Society
PR’s most significant impact may be its involvement in politics
Shaping candidates’ image
“Spins” news
PR limited to the affluent members of society
Journalists need to be skeptical
PR practitioners need to urge clients to be responsible citizens
Media literacy includes knowledge of PR