Public Relations

What is PR? the practice of managing the communication between an organization and its publics the practice of managing the communication between an organization and its publics That, of course, is the PR biz definition That, of course, is the PR biz definition

History of PR Ancient Greeks had a word for it: Ancient Greeks had a word for it: Sematikos: to signify or to mean Sematikos: to signify or to mean It’s how to get people to believe things and do things It’s how to get people to believe things and do things A pretty good definition of public relations A pretty good definition of public relations This approach has been used for thousands of years This approach has been used for thousands of years

Propaganda An invention of the Catholic Church An invention of the Catholic Church 17 th Century committee called Congregatio de Propaganda Fide 17 th Century committee called Congregatio de Propaganda Fide The Congregation for Propagating the Faith The Congregation for Propagating the Faith

Negative effects of PR 1720 – the South Seas Bubble 1720 – the South Seas Bubble 1720 – the Mississippi Company 1720 – the Mississippi Company

Lee’s PR Principles 1. Tell the truth 1. Tell the truth 2. Provide accurate facts 2. Provide accurate facts 3. The public relations director must have access to top management and must be able to influence decisions 3. The public relations director must have access to top management and must be able to influence decisions

Lee’s definition of PR Public relations means the actual relationship of the company to the people and that relationship involves more than talk. The company must act by performing good deeds. Public relations means the actual relationship of the company to the people and that relationship involves more than talk. The company must act by performing good deeds.

Edward Bernays

Bernays’ “Crystallizing Public Opinion” To interpret the client to the public, which means promoting the client To interpret the client to the public, which means promoting the client To interpret the public to the client, which means operating the company in such a way as to gain the approval of the public To interpret the public to the client, which means operating the company in such a way as to gain the approval of the public

Other Bernays concepts 1. Public relations is a public service 1. Public relations is a public service 2. Public relations should promote new ideas and progress 2. Public relations should promote new ideas and progress 3. Public relations should build a public conscience 3. Public relations should build a public conscience

How PR is different from advertising Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. PR is also the nonpersonal communication of information PR is also the nonpersonal communication of information

nonpersonal communication of information PR is also the nonpersonal communication of information PR is also the nonpersonal communication of information That information is slanted in favor of the client, just like advertising That information is slanted in favor of the client, just like advertising However, unlike advertising the information doesn’t necessarily have to be substantiated However, unlike advertising the information doesn’t necessarily have to be substantiated

…usually paid for… Advertising must pay for its placement in the media Advertising must pay for its placement in the media PR does its best not to pay for placement PR does its best not to pay for placement Writes “news” articles and feature stories called news releases promoting the client and tries to get them published Writes “news” articles and feature stories called news releases promoting the client and tries to get them published Puts on staged publicity events in hopes the media will cover them Puts on staged publicity events in hopes the media will cover them

…about products, services or ideas… PR can be about products, services or ideas PR can be about products, services or ideas Can also be about companies or people Can also be about companies or people Entertainers Entertainers Politicians Politicians Wanna be’s Wanna be’s

…identified sponsors… Advertising has to identify the sponsor Advertising has to identify the sponsor PR tries to avoid identifying who’s paying for the output PR tries to avoid identifying who’s paying for the output Leave it out Leave it out Disguise it Disguise it