1. Public Relations and Framing the Message Chapter 11

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3. 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 Changes Perception

4. Public Relations  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 is immense. Convinced many American businesses of the value of nurturing the public Most significant impact has been on the political process.

5. Early Developments in Public Relations  Press agents Advanced client through hype and stunts: publicity Most famous were P.T. Barnum and William F. Cody.  Modern PR Agents Ivy Lee  Contained damaging publicity fallout for Rockefellers during Ludlow Mine Massacre Edward Bernays  The father of modern PR  Taught the first class in public relations in 1923

6. The Practice of Public Relations  More than 7,000 PR firms in the U.S.  Growing academic field since the 1980s  By 2011, Public Relations Society of America (PRSA) had more than 10,000 members, and 322 chapters at colleges and universities.

7. Approaches to Organized Public Relations  $14.42 billion in PR revenue in 2011 for the WPP Group Burson-Marsteller  139 offices in 99 countries  Clients include Sony, Coca-Cola, and IKEA. Hill & Knowlton  80 offices in 44 countries  Clients include Johnson & Johnson, Starbucks, and Nestlé.

8. Figure 11.1 The Top 4 Holding Firms, with Public Relations Subsidiaries, 2010

9. Performing Public Relations  PR involves providing a multitude of services, including publicity, communication, public affairs, issues management, and government relations. Propaganda Conduct research to focus message Convey message  Done through press releases  Video news releases (VNRs)  Public service announcements (PSAs)

10. Performing Public Relations (cont.)  Media relations Promote a client by securing publicity or favorable coverage in the news media Recommend advertising to clients when it seems appropriate  Special events Raise the profile of corporate, organizational, or government clients Psuedo-event: any circumstance created for the sole purpose of gaining media coverage

11. Performing Public Relations (cont.)  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’s or industry’s best interests Astroturf lobbying another form

12. Figure 11.3 Total Lobbying Spending and Number of Lobbyists (2000-2010)

13. Public Relations Adapts to the Internet Age  Web sites are the home base for PR efforts.  Clients of PR professionals can interact with audiences via social media (Twitter, Facebook, blogs).  PR still needs to control messages. Firms have edited company Wikipedia entries, and paid bloggers to promote products.

14. Public Relations during a Crisis  PR firms must help companies handle a public crisis or tragedy.  Exxon Valdez oil spill in 1989 was benchmark for how April 2010 BP oil spill was judged.  BP’s PR mistakes included multiple underestimations of damage done and the CEO’s lack of empathy.

15. Tensions between Public Relations and the Press  Flacks PR people who insert themselves between their clients and the press  Sources of conflict Facts brought to light by journalists are spun by PR people. PR people block access to important officials. Agents promote advertising as news. Bigger agencies are able to secure a disproportionate amount of coverage for their clients.

16. Shaping the Image of Public Relations  PRSA Member Professional Values Advocacy Honesty Expertise Independence Loyalty Fairness

17. Public Relations and Democracy  Politicians hire PR firms to improve their images. Richard Nixon  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.