Public Relations What is it?

It’s not like advertising…. Advertising is PAID for. Public relations is when you try to create interest in your product and the media covers it because of that interest. “To portray your business in the best possible manner.”

Advertising vs Public Relations Advertising is controlled publicity that a company BUYS Public relations tries to get favorable publicity to promote a good feeling about a company or product

Public Relations has bad PR We tend to think of it only as “disaster control” Really good public relations is invisible

Advertising usually has ONE target market PR has several

What’s your “public”? Employees Stockholders Communities Media Government The investment community customers

Public Relations people…. Seen as Flacks Hucksters schmoozers Sometimes called – Public affairs – Corporate affairs – Public communications

PR can be… Publicity News releases Public affairs Media relations Promotions Merchandising Event planning Disaster control Issue management

Ancient PR Julius Caesar Genghis Khan The Boston Tea Party pseudo-event – (Staged specifically to attract public attention)

Early history of “PR” PT Barnum – Did anything to get newspaper coverage for his circus Railroad industry – “deadheading”: they paid reporters to give glowing reviews of railroad travel

Ivy Lee Former reporter Opened first PR firm in NYC in early 1900s Pennsylvania Railroad had an accident: – What did they do? – What did he suggest?

Ivy Lee Colorado strike turned violent in 1913 John Rockefeller blamed What did Mr Lee suggest?? – Called “Poison Ivy” – he often said that “facts were open to interpretation” (SPIN!!)

“Since crowds do not reason, they can only be organized and stimulated through symbols and phrases.” -Ivy Lee, 1917

Henry Ford used PR….. Auto races to build car interest

World War I President Wilson formed the – Committee on Public Information (CPI) Movies Public speakers Newspaper articles Magazine articles posters

Edward Bernays The father of modern public relations First to use polling General Motors Proctor/Gamble American Tobacco Inst. Pres. Calvin Coolidge

“Torches of Freedom” 1929 Easter parade in NYC Encouraged women to smoke – Symbolizing their suffrage – Independence from men

Both Bernays and Lee Thought that public opinion was changeable and not always rational

How would Bernays help? Story of New York Hotel, 1934

FDR’s New Deal/ World War II FDR used radio stories to push the New Deal Office of War Information hired Frank Capra to make filmsfilms Why did Ivy Lee lose his reputation?

“Pseduo-Event” Event planned strictly for media coverage Produces good images Reporter: “When does your event start?” PR person: “When can you get here?”

Photo Op!

What’s a Video News Release? “fake news” example (you should STILL always check your source)

Crisis Public Relations Pepsi 2006 Pepsi Exxon Valdez 1989 Tylenol 1982 Wendy’s 2005 Anybody need crisis PR today?

Wendy’s 2005 Anna Ayala claimed she bit down on a finger while eating Wendy's chili in San Jose, California. Police have since ruled Ayala's allegations a hoax and have arrested her. But the finger is legit. Wendy's offered up a $100,000 reward to find the finger's owner and a tip lead to an associate of Ayala's husband who lost his finger in an industrial accident.

PR mistakes….. Kentucky Fried Chicken in Taiwan “I Saw the Pope” t-shirts in Spain Jolly Green Giant in Arabic: Chevy Nova in Mexico

Current PR Challenges

So how do PR firms get paid? On retainer Fixed-fee arrangements Collateral material charges

Big PR Firms Hill and Knowlton

What is propaganda? Communication strategically placed to gain public support for a particular issue

Does propaganda exist today?

Grassroots vs “astroturfing” What’s the difference?

Who is Ellie Light?

“Cross Platform Products”

What’s a press release? Example format

Public Service Announcements Star Wars and smoking Heroin Are PSAs effective? Why or why not?

Lobbying Attempting to sway the way legislators vote legislators

trends…..