Chapter 12: Government Relations Part III: The Publics Chapter 12: Government Relations Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Copyright ©2014 by Pearson Education, Inc. All rights reserved. Learning Objectives To discuss the prevalence of government at all levels of daily life and the impact that public relations plays in communicating the platforms and programs of legislators. To review the unusual distinction that the practice of “public relations” has played in government history. To discuss the use of public relations by the president and in government departments, agencies, and at the state and local levels. To examine the role, responsibilities, and tactics of those who “lobby” the government to influence legislation. Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Opening Example: Mitt Romney’s Overseas Tour Mitt Romney made gaffes overseas Press secretary Rick Gorka reacted to media impulsively – then resigned Figure 12-1 (Photo: ERIK S. LESSER/EPA/Newscom) Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Copyright ©2014 by Pearson Education, Inc. All rights reserved. Learning Objective 1 To discuss the prevalence of government at all levels of daily life and the impact that public relations plays in communicating the platforms and programs of legislators. Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Politics and Social Media 2008 presidential campaign – Barack Obama used social media as communication focal point Reach younger voters Announced vice presidential pick by text messaging supporters 98% of Congress uses at least one social media platform 72% use big three: Twitter, YouTube, and Facebook Both 2012 presidential candidates had digital media directors Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Don’t Call It “Public Relations” In 1913, the practice of “public relations” was barred from federal government Politicians jockey for media attention and crave publicity Bush put the following initiatives in place: Permanent Office of Global Communications – coordinate foreign policy message, supervise America’s image abroad “Bully pulpit” mounted to gain support for war Undersecretary for Public Diplomacy and Public Affairs was created Obama’s communication prowess Public relations broadly represented throughout government Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Learning Objective 1 Discussion Question Why is the public relations function regarded as something of a stepchild in government? Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Copyright ©2014 by Pearson Education, Inc. All rights reserved. Learning Objective 2 To review the unusual distinction that the practice of “public relations” has played in government history. Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Public Relations in Government In 1913, Congress enacted the Gillette Amendment – barred practice of public relations in government President Theodore Roosevelt tried to win public support for his programs through network of publicity experts Congress worried about potential of unlimited presidential persuasive power – funds may not appropriated for publicity Congress gag law prohibited appropriations for public relations Public affairs is okay; public relations is not Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Government Practitioners 1986 audit of public relations indicated $337 million on public affairs in 1985 5,600 full-time employees assigned to public affairs duties $100 million for congressional affairs activities, 2,000 full-time employees assigned 2005 GAO Report Bush administration paid $1.6 billion on advertising and public relations contracts in 2.5 years DOD spent $1.1 billion on recruitment campaigns and public relations efforts 54 public relations firms were contracted Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Learning Objective 2 Discussion Question Why is the practice of “public relations” so important to government? Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Copyright ©2014 by Pearson Education, Inc. All rights reserved. Learning Objective 3 To discuss the use of public relations by the president and in government departments, agencies, and at the state and local levels. Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Two Prominent Departments: The State Department USIA (United States Information Agency) Foreign Affairs Reform and Restructuring Act of 1998 State Department inherited USIA USIA  public diplomacy USIA’s budget has exceeded $1 billion since the late 1980s Foundations of democracy, war on drugs, information to address environmental challenges, bring the truth Voice of America Radio since 1942 Film and television Internet Education Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Two Prominent Departments: The Defense Department Department of Defense (DOD) communications intensified in wartime American Forces Information Service (AFIS) promotes cooperation among branches Armed Forces Radio and Television Service Stars and Stripes newspaper Communications training at Defense Information School Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Other Government Agencies Department of Health and Human Services – 700 public affairs professionals Agriculture, State and Treasury departments – communications staffs > 400 people, budgets $20 million+ U.S. Department of Homeland Security and the CIA Copyright ©2014 by Pearson Education, Inc. All rights reserved.

PR Ethics Mini-Case: Drowning Out the Drone Attacks Page 258 What do you think of the industry’s public relations approach and messages in response to its critics? Were you organizing the drone industry’s public relations approach, what elements would you add? Figure 12-4 (Photo: CHINE NOUVELLE/SIPA/Newscom) Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Copyright ©2014 by Pearson Education, Inc. All rights reserved. The President Media entourage Control of “bully pulpit” and nation’s agenda White House releases achieve national exposure President Reagan’s “Great Communicator” principles Plan ahead Stay on the offensive Control the flow of information Limit reporters’ access to the president Talk about the issues you want to talk about Speak in one voice Repeat the same message many times Copyright ©2014 by Pearson Education, Inc. All rights reserved.

The President’s Press Secretary Chief public relations spokesperson for administration Communicate policies and practices of the president to the public Jerald ter Horst , President Ford’s press secretary 1974 Advocate, Interpreter, Amplifier Figure 12-6 (White House Photo by Pete Souza) Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Learning Objective 3 Discussion Questions Why was Ronald Reagan called the Great Communicator? Contrast the performances of Scott McClellan and Tony Snow as White House press secretaries. Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Copyright ©2014 by Pearson Education, Inc. All rights reserved. Learning Objective 4 To examine the role, responsibilities, and tactics of those who “lobby” the government to influence legislation. Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Lobbying the Government Registered lobbyists total 11,268 responsible for spending $3 billion per year to influence legislators and legislation State and local government lobbying is also active Lobbying Act of 1946 – reporting requirements 1995 – Lobbying Disclosure Act Well-informed in field; furnish Congress with facts and information to make intelligent decisions Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Copyright ©2014 by Pearson Education, Inc. All rights reserved. What Do Lobbyists Do? Inform and persuade Fact-finding Interpretation of government actions Interpretation of company actions Advocacy of a position Publicity springboard Support of company sales Emergence of E-Lobbying Grassroots lobbying Social media initiatives MoveOn.org Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Political Action Committees (PACs) 2012 rise of super PACs Citizens United v. Federal Election Commission 2010: Government could not restrict independent political expenditures by corporations and unions Negative advertising and political favors Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Dealing with Local Government New Federalism – shift to state and local levels Local agencies deal with individuals Contact with constituents important Inform about legislative and regulatory changes Inform about government procedures and notices Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Learning Objective 4 Discussion Questions What impact has the Internet had on lobbying? What is the significance of the Citizens United Supreme Court case? Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Case Study: Anthony Weiner Texts His “Anthony” Page 269 Had you been Anthony Weiner’s public relations advisor, what would you have counseled him prior to going public about the tweets? What general advice relative to social media communicating would you offer anyone in the public eye? Do you think Anthony Weiner can make a political comeback? If he came to you with that question, what would you advise him? Figure 12-8 (Photo: John Angelillo/UPI/Newscom) Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Copyright © 2014 Pearson Education, Inc. All rights reserved. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2014 Pearson Education, Inc. All rights reserved. Copyright ©2014 by Pearson Education, Inc. All rights reserved.