Public Relations and Framing the Message Chapter 12

“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.”

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

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

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

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

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

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

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

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

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”

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