Framing the Message Chapter 12
Origins of PR
What exactly is Public Relations? PR “refers to the total communication strategy conducted by a person, a government, or an organization attempting to reach an audience and persuade it to adopt a point of view” OR PRSA “Public relations helps an organization and its publics adapt mutually to each other” (Campbell, et al pg )
Advertising & PR What’s the difference? Advertising sells a product, service or an issue; – Uses direct message strategy. Public Relations “develops or reshapes an image for a person, an organization, a product, a service or an issue” pg. 397 – Uses indirect messages. Reflects social trends, i.e. sustainability
Public Relations today The following link shows examples of current Public Relations campaigns? Shows how product benefits consumer (some argue has increased quality of life for consumers) Set the tone for corporate image-building. Apple_Award_Winners Apple_Award_Winners
Early History: The Press Agent
Stunts William F. Cody “Buffalo Bill’s Wild West and Congress of Rough Riders of the World” – Annie Oakley – Sitting Bull John Burke – show promoter used a variety of media channels to generate interest in Cody’s show. – Created the “rugged individualist” & frontier myths that captivated the imagination.
Buffalo Bill Cody & Sitting Bull circa and-conflicts/topic-2-sitting-bulls-people/section-2-life-tatanka-iyotanke-hunkpapa-leader- known-sitting-bull
Enter the corporation 1850s Railroads employed “deadheading” or giving away free passes to journalists who would, in turn, write favorably about the railroad to secure government funding. Other companies employed lobbyists to influence politicians to vote for legislation they wanted passed.
Professionalism Ivy Ledbetter Lee, Father of Public Relations responded to the public’s loss of confidence in press agents. Sought to rebrand the image. Famous campaigns: – Pennsylvania Railroad – Standard Oil
The Practice Evolves Edward Bernays ( ) In one of his most popular books – Propaganda (1928) he stated: “If you can influence the leaders, either with or without their conscious cooperation, you automatically influence the group which they sway.” Introduced psychology & sociology to change public opinion.
Nephew to Sigmund Freud
Famous Campaigns 1F9B86483FD5560F&index=15 1F9B86483FD5560F&index=15
World War I
Public Relations in the news/movies Bob Roberts Tylenol Murders Exxon Valdez
Evolution of Public Relations Two types of public relations emerged: – PR agencies and in-house PR services – Researches target audiences and creates messages directed to them. / /
PR Strategies
Lobbying Cultivating Government Relations – PR groups working for corporations lobby governmental agencies that can influence how their clients operate. – Astroturf lobbying—treating lawmakers to special events and giving campaign contributions in return for legislation that accommodates their clients’ interests (372).
Tensions between PR & the Press Journalists see themselves as independent. PR serves a client who pays for their services. Journalists seek the “truth.” PR has an agenda. Journalistic enterprises (newspapers) have come to rely on Press Releases for story ideas. Both rely on practitioners who know how to write in the journalistic style.
Skepticism How PR presents a point of view “sculpting” a perspective that heightens some elements of a story and diminishes others. Is publicity news? Point of contention. – Takes media interest away from the difficult and more complex elements of issues. – Writing style “covers” as journalism.
PRs image Public Relations Society of America – Formed to improve the PR industry’s image – Internal watchdog and accrediting organization. – Rebranding PR, institutional relations, corporate communications, news and information services.
PR in a Democratic Society Involvement in the political process, shaping a candidate’s “image” to the public. If they win, the PR continues. Question is how to make a level playing field for those who don’t have the financial resources to hire PR professionals.
What’s Ahead?