1. Public Relations

2. Early Development in PR
P.T. Barnum

3. Early Development in PR
Buffalo Bill

4. JUMBO
Jumbo photo:

5. JUMBO IS PUBLICIZED

6. http://www. roadsideamerica. com/pet/jumbo. html http://www

7. JUMBO DIES
Dead jumbo:

8. JUMBO LIVES ON THROUGH PUBLICITY
Jumbostuffed:
Jumbo skeleton:

9. Tufts Jumbo
Jumbostuffed:
Jumbo skeleton:

10. U.S. RAILWAYS
Old train:
Poster:

11. Early Development in PR
Modern PR Agents
“Poison Ivy” Lee had John D. Rockefeller as a client
(Ivy Ledbetter Lee)
Rockefeller:

12. Early Development in PR
Modern PR Agents
Standard Oil/Ludlow Colorado
Terrible working conditions
Ida Tarbell/Standard Oil/McClure’s
Workers went on strike
Ludlow massacre
“Poison Ivy” Lee was hired to “repair” Rockefeller’s image
Ivy Lee discovered he could shape facts to tell whatever he wanted to say, and people would believe him.
Facts are malleable and can be interpreted
Rockefeller:

13. “Ivy Lee would have probably shared the mantle of ‘Father of Public Relations’ with Edward Bernays if he hadn’t made the fatal career mistake of going to work with the Nazis, and then dying before he could clean up his own image.”
--John Stauber

14. Early Development in PR
Modern PR Agents
Edward Bernays
Freud’s nephew
“Father of public relations”
Bernays:

15. Early Development in PR
Bernays
Worked for Government
CBS (Option time)
American tobacco industry
“Torches of freedom”
Torches of freedom:

16. Lucky Strikes Organized “Green Ball” Luncheon for fashion editors
“new green fashions for fall”
Convinced historians &
psychologists to talk about green
Organized “Color Fashion Bureau”
Wrote to interior decorators, department stores, art industry group about “new trend” (on green paper)
Got dept. stores to display green dresses in windows
Got an established gallery to feature a “Green” painting exhibition.

17. Green became the color
of the 1934 season
Ivory Soap: soap carving contest
United Fruit Company

18. United Fruit=“banana republic”
Paid off governments/brutally exploited Guatemalans
When reformist Gov. attempted to reign in United Fruit’s power, called in Bernays
Bernays created a successful PR campaign that led to the CIA’s overthrow of a democratically elected government

19. Pseudo-events -- the manufacturing of news

20. The Practice of PR
In 1988, the PRSA defined PR: “Public relations helps an organization and its publics adapt mutually to each other.”

21. PRSA Ethics Code (in textbook)

22. Survey in 2000 by PR Week Surveyed 1,705 PR professionals:
25% admit to lying on the job
39% say they had exaggerated the truth
44% are uncertain of the ethics of a task they are required to perform
60% say their work has been compromised by being told to lie.

23. The Practice of PR Major PR Agencies In-house Services
Weber Shandwick Worldwide (Interpublic)
Fleishman-Hillard (Omnicom)
Hill and Knowlton (WPP Group)
Burson-Marsteller (WPP Group)
Incepta (Incepta Group)
Edelman PR Worldwide (Independent)
Porter Novelli (Omnicom)
Ketchum (Omnicom)
GCI Group/APCO Worldwide (WPP Group)
Ogilvy PR Worldwide (WPP Group)
In-house Services

24. Ex. Ketchum
According to the U.S. House Committee on Government Reform Minority Office, Ketchum received the following amounts per year, for federal PR contracts:
* $1,692,000 in 1999
* $2,552,000 in 2000
* $3,657,000 in 2001
* $2,563,000 in 2002
* $31,163,457 in 2003
* $58,895,846 in 2004 (

25. Doing Public Relations
Six main functions
Writing and editing
press releases
VNRs
PSAs
Internet materials
brochures, etc.

26. Ketchum scandal on No Child Left Behind
$700,000
 Did a “rankings analysis” to see which reporters covered the story (pos. or neg.)
 Produced a VNR supporting the law
featured Education Secretary Rod Paige
paid journalist/conservative columnist Armstrong Williams $241,000
Narrated by fake reporter Karen Ryan (a PR pro)

27. Doing Public Relations
Six main functions
Writing and editing
Media Relations
promote a client or organization by securing favorable news media coverage
e.g. Heisman trophy

28. Doing Public Relations
Six main functions
Writing and editing
Media Relations
Special Events
pseudo-event refers to any circumstance created to obtain coverage in the media (publicity stunt)

32. Doing Public Relations
Six main functions
Writing and editing
Media Relations
Special Events
Research
Research the way the company is perceived by the public
Focus groups

33. Doing Public Relations
Six main functions
Writing and editing
Media Relations
Special Events
Research
Community and consumer relations
Create positive image for company
Rockefeller and dimes
e.g., American Express, Applebees

34. American Express Applebees Statue of Liberty Renovation
Raised $1.7 million
Spent $6 million promoting it
Save Our Strength hunger campaign
Applebees
The “Neighborhood Wall”

35. Doing Public Relations
Six main functions
Writing and editing
Media Relations
Special Events
Research
Community and consumer relations
Government relations and lobbying

36. Organizations lobby against industry regulation
EX:
NAB: National Association of Broadcasters
NRA
Fast Food
Automobile Industry
Meatpacking industry

37. “Astroturf Lobbying”

38. Lobbying for entire governments e.g.:
Qorvis: Saudi Arabia
Burston Marsteller: Indonesia, El Salvador, Nigeria
Hill and Knowlton: Kuwait

39. “congressional human right caucus”
1990:Iraq invaded Kuwait
Drum up American support
“congressional human right caucus”
girl testified about the horrors of Iraqi invasion…babies on bayonets
She was the daughter of the Kuwaiti Ambassador (and lived in the U.S.)

40. Tensions between PR and the Press
Pay issues
Undermining facts and blocking access (“flack”)
Promoting publicity and business as news

41. Social Responsibility
Case of The Gap -- proactive transparency. May 2004, releases first-ever corporate report on social responsibility.

42. Cause-Related Marketing
Case of Timberland
Also American Express, Ford, Nike, Procter & Gamble, Starbucks, and Target

43. Crisis Management Bridgestone/Firestone and Ford, 2001
Odwalla Fruit Juices, 1996
Exxon 1989 Valdez oil spill
Johnson & Johnson, 1982 Tylenol poisoning