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Chapter 12

Chapter 12. PUBLIC RELATIONS and Framing the Message. Some guiding questions. How did modern public relations develop? What are some approaches to corporate public relations? What are some common PR strategies? What has been the relationship between journalism and PR?

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Chapter 12

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  1. Chapter 12 PUBLIC RELATIONS and Framing the Message

  2. Some guiding questions • How did modern public relations develop? • What are some approaches to corporate public relations? • What are some common PR strategies? • What has been the relationship between journalism and PR? • What are some issues facing PR today?

  3. PUBLIC RELATIONS CAREFULLY CRAFTING AN IMAGE of a corporation, individual, service, or institution

  4. How does PR differ from advertising?

  5. ADVERTISING versus PUBLIC RELATIONS • ADVERTISING is controlled publicity that a company or client buys • PR promotes a company or client through favorable media publicity (including news media) • PR uses a wide range of media strategies, including advertising

  6. Social and Cultural Impact of Public Relations • helped define the relationship between businesses and their purchasers (the “public”) • set tone for corporate image-building • transformed profession of journalism • transformed the political process

  7. PR in Twentieth-Century America • Accompanied the Industrial Era and the shift to a consumer-oriented society

  8. PR as a profession (19th century) • early press agents promoted and publicized clients • promoters used stunts and a variety of existing media channels to shape myths • railroads used government lobbyists and bribing reporters for good publicity • utility companies used questionable publicity tactics to mislead the public

  9. IVY LEDBETTER LEE • founder of modern PR • advocated honesty and directness • realized that facts were open to different interpretations • clients included Penn Railroad, John D. Rockefeller and his oil interests

  10. EDWARD BERNAYS • former journalist; applied psychology and sociology to PR • clients included major corporations (GE, GM, P&G, RCA, American Tobacco) • taught PR at New York University • developed propaganda during WWI • master at engineering public opinion

  11. Modern PR changed the relationship between corporations, politics, journalism and the public

  12. PSEUDO-EVENTS and Manufacturing News • pseudo-event: any circumstance created for the purpose of gaining media coverage • examples: interviews, press conferences, talk shows, rallies, and so on

  13. Formal PR Education • growth since 1980s in colleges and universities • courses consider professional ethics and issues management • programs prepare students to be responsible PR professionals in growing industry

  14. The PR Industry Today • independent PR agencies and firms • in-house PR services in companies and organizations

  15. PUBLIC RELATIONS PRACTICES AND TECHNIQUES

  16. Publicity Media relations Communication Public affairs Issues management Government relations Financial PR Community relations Industry relations Minority relations Advertising Press agentry Promotion Propaganda Activities associated with PR:

  17. What is PROPAGANDA? Communication strategically placed to gain public support for a special issue, program, or policy

  18. WRITING AND EDITING FUNCTIONS • preparingpress releasesto distribute to the news media • preparingvideo news releases (VNRs) • preparing public service announcements (PSAs) • creating brochures, newsletters and annual reports

  19. MEDIA RELATIONS • media relations = securing favorable coverage in the news media for a client or organization • involvesarranging publicity • also involvesdamage controlor crisis management • may involvepaid advertising

  20. COORDINATING SPECIAL EVENTS • corporate-sponsored festivals and events • corporate sponsorship of community activities or programs • aligns company image with a cause • shows company’s commitment to local community

  21. MARKET RESEARCH • like advertising, PR needs to know its audience and create effective strategies to reach them • mail and telephone surveys • focus groups • other feedback from public

  22. COMMUNITY/CONSUMER RELATIONS • involves building relationships between companies and their communities • involvement of employees in community activities • charitable donations to local causes • strong customer service and consumer-related education

  23. GOVERNMENT RELATIONS & LOBBYING • need to maintain good relationships with regulatory agencies • monitoring of legislation issues • lobbying = the process of attempting to influence the votes of lawmakers to support a client’s best interests

  24. TENSIONS BETWEEN PUBLIC RELATIONS and JOURNALISM: A mutually dependent and antagonistic relationship

  25. In what ways are journalism and PR dependent upon each other? • How are they antagonistic?

  26. What are some ethical issues in Public Relations?

  27. Examples of PR Crisis Management • Exxon • Tylenol • Walmart • Levi Strauss

  28. What do you think is the socially responsible role of the PR industry in our democratic society?

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