California State, Long Beach 11. Public Relations Introduction Public relations people today work to create favorable images—for corporations, public officials, products, schools, hospitals and associations. Scholars have defined three methods to encourage people to do what you want them to do: power, patronage and persuasion. Power involves ruling by law, but it also can mean ruling by peer pressure—someone does something because his or her friends do. Patronage is a polite term for bribery—paying someone with favors or money to do what you want. The third method—persuasion—is the approach of public relations. Like advertising, public relations is not a mass medium. Christopher Burnett California State, Long Beach

Classic definition of public relations Creating an understanding for, or goodwill towards, a company, a person or a product Public Relations in Ancient Times Feature of government Statues, coins and stamps Today’s public relations Product of journalism Early 20th century Classic definition of public relations Creating an understanding for, or goodwill towards, a company, a person or a product Public Relations in Ancient Times Feature of government Statues, coins and stamps --Augustus Caesar, who commissioned statues of himself in the 1st century to be erected throughout the Roman Empire to enhance his image. Many political leaders have ordered heroic images of themselves printed on coins and stamps. Today’s public relations Product of journalism Early 20th century

Corporate Public Relations The Publicity Bureau 1st publicity firm Boston 1900 Railroads opposing regulation Ivy Lee & George F. Parker New York firm Lee, former journalist Represented coal industry Against workers The Publicity Bureau 1st publicity firm --The first publicity firm was called The Publicity Bureau and opened in Boston in 1900 to head off the growing public criticism of the railroad companies. Railroads opposing regulation --According to This is PR: The Realities of Public Relations: “No longer could the railroads butter up the press by giving free passes to reporters. No longer would the public buy whitewashed statements like that of coal industrialist George F. Baer, who in 1902 told labor to put their trust in ‘the Christian men whom God in His infinite wisdom has given control of the property interests of the country.’” Ivy Lee & George F. Parker New York firm Lee, former journalist Represented coal industry Against workers --The best-known early practitioner of public relations was Ivy Lee, who began his PR career by opening an office in New York with George F. Parker. Lee and Parker represented coal magnate George F. Baer when coal workers went on strike

Lee’s Declaration of Principles Work done in the open Supply news about businesses and public institutions Honest and accurate Most famous clients Pennsylvania Railroad John D. Rockefeller Counterbalance to Ida Tarbell and bad press Lee’s Declaration of Principles 1906 Work done in the open Supply news about businesses and public institutions Honest and accurate --“This [the firm of Lee & Parker] is not a secret press bureau. All our work is done in the open. We aim to supply news. . . . In brief, our plan is, frankly and openly, on behalf of business concerns and public institutions, to supply to the press and public of the United States prompt and accurate information concerning subjects which it is of value and interest to the public to know about.” Most famous clients Pennsylvania Railroad John D. Rockefeller Counterbalance to Ida Tarbell and bad press --Eventually, John D. Rockefeller hired Lee to counteract the negative publicity that began with Tarbell’s investigation of Standard Oil. (Lee worked for the Rockefellers until he died in 1934.)

Corporate Public Relations Lee’s model of Corporate PR In-house PR dept. Growth of of in-house PR Corporate American Telephone & Telegraph Chicago Edison Non-profits, 1904-05 University of Wisconsin University of Pennsylvania Washington, D. C. YMCA fundraising Lee’s model of Corporate PR In-house PR dept. Growth of of in-house PR Corporate American Telephone & Telegraph Chicago Edison Non-profits, 1904-05 University of Wisconsin University of Pennsylvania Washington, D. C. YMCA fundraising

Government Public Relations Committee on Public Information World War I George Creel Recruited journalists Edward L. Bernays Blurred line between propaganda and publicity Raised money for Liberty Bonds Promoted war effort Roosevelt administration Promoted the New Deal Office of War Information World War II Led by newscaster Elmer Davis Committee on Public Information World War I George Creel Recruited journalists Edward L. Bernays (see next slide) Blurred line between propaganda and publicity Raised money for Liberty Bonds Promoted war effort Roosevelt administration Promoted the New Deal --FDR “projected an image of self-confidence and happiness—just what the American public wanted to believe in. He talked to them on the radio. He smiled for the cameras. He was mentioned in popular songs. He even allowed himself to be one of the main characters in a Rodgers and Hart musical comedy (played by George M. Cohan, America’s favorite Yankee Doodle Dandy),” according to This is PR. Office of War Information World War II Led by newscaster Elmer Davis

Edward L. Bernays Wrote the first books on public relations Crystallization of Public Opinion - 1923 Taught the first course on public relations Interest in mass psychology How to influence large groups of people Impressive list of clients Procter & Gamble General Motors American Tobacco Company Wrote in 1955 Public relations “is the attempt, by information, persuasion, and adjustment, to engineer public support for an activity, cause, movement or institution.” Bettmann/Corbis Bernays

Women in Public Relations Doris Fleischman Bernays’ wife Equal PR partner, 1931 Leone Baxter Baxter & Whitaker, San Francisco Political PR Anne Williams Wheaton Eisenhower’s associate press secretary, 1957 Sam McKenna/Corbis outline Doris Fleischman Bernay’s wife Equal PR partner, 1931 --Fleischman was an equal partner with Bernays in their public relations business. An early advocate of public relations as a profession for women, Fleischman wrote, in 1931, that “one finds women working side by side with men in forming the traditions and rules that will govern the profession of the future.” Leone Baxter Baxter & Whitaker, San Francisco Political PR Anne Williams Wheaton Eisenhower’s associate press secretary, 1957 Fleischmann

Development of an Ethics Code 1930s press agents Phony stories Rita Hayworth & “best-dressed contest” of 1939 Byoir & Associates, 1961 Anti-trucking “front” organizations Public Relations Society of America (PRSA) Established 1st Code of Ethics in 1954 Declaration of Principles, 1959 Voluntary guidelines 1930s press agents Phony stories Rita Hayworth & “best-dressed contest” of 1939 --Henry Rogers, co-founder of what was then the world’s largest entertainment PR firm, Rogers & Cowan (based in Beverly Hills), admitted that, in 1939, he created a “best-dressed” contest to promote little-known actress Rita Hayworth.There had been no contest, but Rogers dubbed Hayworth the winner of this fictional event. Look magazine gave Hayworth a ten-page spread. Byoir & Associates, 1961 Anti-trucking “front” organizations --During the 1950s, the question of ethics in public relations arose publicly when Byoir and Associates, hired by a railroad company to counteract the expansion of trucking, was charged with creating “front” organizations to speak out against the trucking industry. Public Relations Society of America (PRSA) Established 1st Code of Ethics in 1954 Declaration of Principles, 1959 Voluntary guidelines

Financial Public Relations Information for business reporters Access to management Knowledge of the company Rapid information Ethical and honest News rather than “fluff” “Bad” financial PR “none of the public’s business” Can’t answer questions Outside PR firms “No comment” PR No help The New Yorker Collection 1999 Jack Ziegler from cartoonbank.com Information for business reporters Access to management Knowledge of the company Rapid information Ethical and honest News rather than “fluff” --“Business editors like a PR staff that can provide access to top management,” wrote James K. Gentry in the Washington Journalism Review, “that knows its company well or can find needed information quickly, that demonstrates ethics and honesty and that knows and accepts the difference between news and fluff.” “Bad” financial PR “none of the public’s business” Can’t answer questions Outside PR firms “No comment” PR No help

Product Public Relations Selling through PR, rather than advertising Coleco Industries, Inc. Cabbage Patch Dolls, 1983 Press parties, etc. $500,000 PR (a bargain) Wieden & Kennedy Tennis shoes 2.5 story shoe Placement at Boston Marathon and March of Dimes Worlwide news coverage Selling through PR, rather than advertising --Public relations “is booming partly because of price,” reports The Wall Street Journal. Coleco Industries, Inc. Cabbage Patch Dolls, 1983 Press parties, etc. $500,000 PR (a bargain) Wieden & Kennedy Tennis shoes 2.5 story shoe Placement at Boston Marathon and March of Dimes Worlwide news coverage --Wieden & Kennedy agency in Seattle contracted Bigger Than Life, Inc., which makes large inflatables, to manufacture a 21-story pair of tennis shoes. The company attached the shoes to the Westin Copley Place Hotel during the Boston Marathon and to the Westin Hotel in downtown Cincinnati during the March of Dimes walk-a-thon. Pictures of the shoes appeared in The New York Times, the Cincinnati Enquirer and in newspapers as far away as Japan. Wieden & Kennedy estimated that buying the same advertising would have cost $7 million AP/Wide World Photos

Crisis Public Relations Responding to negativity Johnson & Johnson Tylenol poison tampering, 1982 Product recalls Cost $100 million Televised, 30-city press conference Odwalla, Inc. Apple juice e. coli, 1996 Rapid adjustments Utah Mine Disaster Need to stay visible AP/Wide World Photo Responding to negativity Johnson & Johnson Tylenol poison tampering, 1982 --The term crisis public relations has been used to describe the situation facing Johnson & Johnson after its product Tylenol was identified as the carrier of a poison that killed seven people in and near Chicago in 1982. Openness, social responsibility --“The poisonings called for immediate action to protect the consumer,” explained Johnson & Johnson’s Lawrence G. Foster, who was vice president of public relations at the time, “and there wasn’t the slightest hesitation about being completely open with the news media. For the same reasons, Johnson & Johnson decided to recall two batches of the product, and later to withdraw it nationally. During the crisis phase of the Tylenol tragedy, virtually every public relations decision was based on sound, socially responsible business principles, which is when public relations is most effective.” Product recalls Cost $100 million Televised, 30-city press conference Odwalla, Inc. Apple juice e. coli, 1996 --In October 1996, beverage maker Odwalla, Inc., was faced with a similar crisis when E. coli bacteria was traced to unpasteurized apple juice that had been sold by the natural juice company. The bacteria eventually was held responsible for the death of a 16-month-old girl in Colorado and more than 50 cases of severe illness. Rapid adjustments --Chief Executive Officer Stephen Williamson said the company was exploring all methods of processing the juice to kill the bacteria. Eventually, the company announced it would use a method of flash pasteurization, which the company said would keep more flavor than traditional pasteurization while maintaining better taste.One month after the outbreak, Odwalla took out full-page ads in several newspapers, an “open letter” to its customers, thanking them for their support and offering sympathy for people diagnosed with E. coli–related illnesses after drinking Odwalla juices. Utah Mine Disaster --Chief Executive Robert E. Murray in 2007 followed textbook PR at first, going immediately to the site of the 2007 mine disaster at Crandall Canyon Utah. However, he flubbed press briefings by attacking the media, unions, and environmentalists . After three rescuers were killed, Murray dropped out of sight, making this a textbook example of bad crisis communication. Stephen Williamson, Odwalla CEO

Business of Public Relations In the United States 161,000 employees 4,000 firms Largest with 1000-plus employees Several with 100 to 400 PR people Most have 4 or fewer employees Public relations & ad agencies J. Walter Thompson (ad agency) bought Hill & Knowlton (PR) WPP Group PLC bought J. Walter Thompson Ad agencies sell products PR involved in company policy making PR Careers ©2004 NBAE Andrew D. Bernstein/NBAE/Getty Images In the United States 161,000 employees 4,000 firms Largest with 1000-plus employees Several with 100 to 400 PR people Most have 4 or fewer employees Public relations & ad agencies J. Walter Thompson (ad agency) bought Hill & Knowlton (PR) WPP Group PLC bought J. Walter Thompson Ad agencies sell products PR involved in company policy making PR Careers

Types of Clients Government Education Nonprofits Industry Business Public information Largest employer of PR people Political candidates and lobbyists Education Colleges, universities and school districts Nonprofits Hospitals, churches, museums. charities Industry Regulation, utilities, manufacturers Business Athletics and Entertainment Travel with the team and handle the press International Developing businesses overseas Library of Congress WWII Office of War Information Government Public information Largest employer of PR people Political candidates and lobbyists Education Colleges, universities and school districts Nonprofits Hospitals, churches, museums. charities Industry Regulation, utilities, manufacturers Business --best-known area of public relations. Large companies keep an in-house staff of public relations people, and these companies also often hire outside PR firms to help on special projects. Athletics and Entertainment Travel with the team and handle the press International Developing businesses overseas

Versatility & Public Relations Writing and Editing Press releases, newsletters, reports Media Relations Special events Public Speaking Production Tasks Research Gather data for planning Programming and counseling Establish effective programs Training Management Responsibilities of PR people include the following : Writing and Editing Press releases, newsletters, reports Media Relations --Contacting news media, magazines, Sunday supplements, freelance writers and trade publications Special events --Arranging and managing press conferences, convention exhibits, open houses, etc. Public speaking Production tasks --Creating art, photography and layout for brochures, booklets, etc. Research Gather data for planning Programming and counseling Establish effective programs Training Management --Overseeing the costs

Public Relations and the Media Attracting attention Press releases and news coverage News outlets need news Press releases help Publicity vs advertising Ads are paid for Publicity is free Ads are controlled Publicity is uncontrolled No control over its use Attracting attention --Says Seymour Topping, managing editor of The New York Times: “PR people do influence the news, but really more in a functional manner rather than in terms of giving new editorial direction. We get hundreds of press releases every day in each of our departments. We screen them very carefully for legitimate news, and very often there are legitimate news stories. Quite a lot of our business stories originate from press releases. It’s impossible for us to cover all of these organizations ourselves.” Press releases and news coverage News outlets need news Press releases help Publicity vs advertising Ads are paid for Publicity is free Ads are controlled Publicity is uncontrolled No control over its use --The Journal’s executive director, Frederick Taylor: “Ninety percent of daily coverage is started by a company making an announcement for the record. We’re relaying this information to our readers.”

Public Relations Professionalism “True communications technicians” Excitement about the profession Manipulation? Advancing the cause of a client “Attorneys in the court of public opinion” According to Jeff and Marie Blyskal, who interviewed hundreds of PR people for their book PR: How the Public Relations Industry Writes the News: “True communications technicians” Excitement about the profession Manipulation? Advancing the cause of a client “Attorneys in the court of public opinion”

Global Growth of PR PR closely tied to mass media industries Growing international markets Global communications Internet, satellite effects Online Public Relations Shifting demographics jmmelton/motleyimage PR closely tied to mass media industries Growing international markets Global communications Internet, satellite effects Shifting demographics

Critical Discussion Some people view the work of public relations professionals as manipulating the facts to put their client in the best light regardless of the circumstances. What kind of ethical issues might this create for the PR practitioner? Compare the effectiveness of public relations techniques used in the Odwalla and Utah mine campaigns. What other public relations campaigns come to mind? What works and what doesn’t when devising PR strategy? 2. Refer to “Crisis Public Relations Fails in the 2007 Utah Mine Disaster” article in text. Discuss how in public relations the practitioner must rely on strategy to achieve his or her ends because there is no direct control over the media message content.