Public Relations and Framing the Message Chapter 12

“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 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 of PR is immense. PR helped convince many American businesses of the value of nurturing the public. Important once America became consumer- oriented society

Historical Development First PR people were press agents. Advanced client through hype and stunts 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

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

The Practice of Public Relations 2,900 PR firms worldwide, including 1,900 in the U.S. Growing academic field since the 1970s and 1980s Public Relations Society of America (PRSA) defines PR thus: “Public relations helps an organization and its publics adapt mutually to each other.” PR industry has two strategies Independent agencies whose sole job is to provide clients with PR services In-house services that handle routine tasks such as writing press releases

Top Public Relations Agencies Burson-Marsteller 103 offices in 59 countries Clients include Sony, Old Navy, and Johnnie Walker whiskey Hill & Knowlton 71 offices in 40 countries Clients include American Express, Starbucks, and Procter & Gamble Two companies generated part of $1.28 billion in PR revenue in 2008 for parent company The WPP Group.

Figure 12.1

Performing Public Relations PR involves providing a multitude of services, including publicity, communication, public affairs, issues management, and government relations. Another important service is propaganda. Communication strategically placed, either as advertising or as publicity, to gain public support for a special issue, program, or policy Conducts research to focus message Need to convey message Done through press releases Video news releases (VNRs) Public service announcements (PSAs)

Performing Public Relations (cont.) Media relations Promote a client or an organization by securing publicity or favorable coverage in the news media PR agents who specialize in media relations also recommend advertising to their clients when it seems appropriate. Special events Raise the profile of corporate, organizational, or government clients Ex. “Kwik-E Marts” used to promote The Simpsons Movie, 2007 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 or industry’s best interests

Public Relations During a Crisis PR firms must help companies handle a public crisis or tragedy. Exxon Valdez oil spill, 1989 Company’s insufficient response made it appear they were attempting to duck responsibility. Tylenol tragedy, 1982 After several people died from taking Tylenol laced with poison, company responded with massive recall. Reintroduced product three months later with tamper- resistant bottles Public thought Johnson & Johnson had responded well to the crisis.

Pejorative Public Relations: W hat Journalists Fear About PR Flacks PR people who insert themselves between their clients and the press Several sources of conflict PR works to counter facts brought to light by journalists with spin. Block access to important officials Agents promote as news what would normally be purchased as advertising. Bigger agencies are able to secure a disproportionate amount of coverage for their clients.

Public Relations Ethics Table 12.1

Public Relations and Democracy Politicians have hired PR firms to rehabilitate their images. Richard Nixon hired Hill & Knowlton to fix his reputation post-Watergate. By the time of his death in 1994, Nixon was considered revered elder statesman. 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.