1. Public Relations and Framing the Message
Chapter 12

2. Public Relations vs. Publicity
Publicity: one type of PR communication
Messages that spread information about a person, corporation, issue, or policy in various media
E.g., Kraft Foods launching a food education campaign after fatty processed foods came under attack
Public relations: The entire range of efforts by an individual, an agency, or any organization attempting to reach or persuade audiences

3. Historical Development
Press agents
Hype and stunts
P.T. Barnum and William F. Cody
Modern PR Agents
Ivy Lee
Edward Bernays
The father of modern PR

4. Ivy Lee Pennsylvania Railroad Ludlow massacre Nazi clients
Advocated open dialogue between clients and press
Ludlow massacre
Rehabilitated Rockefeller image
Nazi clients
Soviet clients (his undoing)

5. Edward Bernays Freud’s nephew PR’s first “counselor”
Applied behavioral sciences to PR
PR’s first “counselor”
Torches of Freedom
Made smoking fashionable among women
Sign of their independence and celebration of suffrage
Engineering consent
Lippmann vs. Bernays
Wrote Crystallizing Public Opinion
The field’s first textbook

6. “Public relations is the attempt, by information, persuasion, and adjustment, to engineer public support.” —Edward Bernays, 1923

7. The Practice of Public Relations
Growing field since the 1970s and 1980s
Public relations agencies: Counseling firms that provide clients with PR service
In-house services: A company has an in-house staff to take care of any PR-related concerns.
“Public relations helps an organization and its publics adapt mutually to each other.”
—PRSSA, 1988

8. Top Public Relations Agencies
Burson-Marsteller
103 offices in 58 countries
Clients include Coca-Cola, McDonald’s, and Wal-mart
Hill & Knowlton
71 offices in 40 countries
Clients include American Express, Starbucks, and Pfizer Pharmaceuticals

9. Types of Public Relations Writing
Press releases
Articles
Newspapers
Magazines
Brochures and catalogues
Company newsletters
Speeches
Scripts
Television
Video news releases (VNRs)
Radio
Public service announcements (PSAs)
For TV and radio

10. Some Types of Work in PR Media relations Special events Research
PR’s fastest-growing segment
Determines why particular campaigns succeed or fail
Targets specific audiences
Community and consumer relations
Government relations and lobbying
Nonprofit PR
PSAs

11. Public Relations Ethics
In 2006, the Pentagon investigated the Lincoln Group for misrepresenting its capabilities and connections, and secretly paying Iraqi newspapers to publish stories written by the U.S. military.

12. Pejorative Public Relations: What journalists fear about PR
Flacks
PR people who insert themselves between their clients and the press
Propaganda
Spin
Pseudo-event
Coined by Daniel Boorstin
Fabricated stories
Block reporters from sources

13. —Richard Edelman, Edelman CEO, 2006
“We need to amend our work product, to get away from message triangles, hyped-up press releases, and controlling access to our clients.”
—Richard Edelman, Edelman CEO, 2006

14. Public Relations Society of America Ethics Code
Advocacy
Honesty
Expertise
Independence
Loyalty
Fairness

15. “In politics, image [has] replaced action.” —Randall Rothenberg