1. THE MEDIA OF MASS COMMUNICATION 11th Edition John Vivian
PowerPoint™ Prepared by Amy M. Carwile
Texas A&M University at Texarkana
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2. Chapter 10: Public Relations
Thematic Chapter
Overview
Media Economics
Media & Democracy
Elitism & Populism
Media Future
Audience Fragmentation
Media Technology
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3. Public Relations Scope
Public Relations Industry
Edelman $262.9 million in revenue/1,711 employees
The Work of Public Relations
Dialogic Public Relations
Mutuality
Propinquity
Empathy
Risk
Commitment
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4. How could dialogic theory improve the practice of public relations?
What differentiates the role of audience in public relations from most other mass communication?
How could dialogic theory improve the practice of public relations?
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5. Public Relations in Context
Public Relations in Advertising
Separate Purpose
Different Means
Management Role
Media Time and Space
Public Relations in News
Significance of News Releases
Ethics and News Releases
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6. Look for examples of mass media messages that show how public relations and advertising seek to move people but do it differently and for different purposes. What similarities and differences do you observe? Evaluate the effectiveness of these two approaches and determine which is more effective at winning their audience.
What ethics issues does the use of video news releases as straight news raise? How can media people revise these practices?
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7. Roots of Public Relations
Social Darwinism
William Henry Vanderbilt
“The public be damned.” (1882)
Charles Darwin
Ivy Lee
Institutional Openness
Finding Upbeat Angles
Giving Organizations a Face
Straight Talk
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8. Roots of Public Relations (continued)
Public Relations on a Massive Scale
Creel Committee
Office of War Information
Corporate Public Relations
External Public Relations
Internal Public Relations
Media Relations
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9. Why did public relations emerge during the application of social Darwinism to U.S. industry?
What good business practices have endured from Ivy Lee’s early rules on how corporations deal with their various publics?
How did the media approaches during major 20th century wars lead to the emergence of corporate public relations?
Why is public relations valuable at the policymaking level of an institution?
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10. Public Relations as Strategy
Strategic Communication
Campaigns and messages to advance long-term goals, usually through mass media
Integrated Marketing
Advertising as a marketing tool is combined with publicity of the sort that public relations experts provide
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11. How should public relations professionals address stigmas attached to the term public relations?
What distinct roles remains for public relations within the integrated marketing communication concept?
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12. Public Relations Tactics
Promotion
Image Management
British Petroleum
Tylenol
Advocacy
Lobbying
Political Communication
Astroturfing
Fundraising
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13. P.T. Barnum made a colorful career of outlandish claims in publicizing events. What current public relations campaigns employ Barnum’s tactics?
Evaluate BP’s Beyond Petroleum campaign using Ivy Lee’s rules. What could have been done differently before the Gulf oil-rig explosion? Might Lee’s principles have salvaged BP’s image after the explosion?
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14. POINT
The practice of public relations helps democracy function by providing expertise at crafting strategies and messages for anyone with a stake in public policy.
This includes articulating client cases as expertly and strongly as possibly.
Sound public policy emerges from robust debate in the admittedly rough-and-tumble political discourse of free expression and a full exchange of views.
COUNTERPOINT
In court, attorneys are accountable to the truth. A judge can sanction a lying attorney, who can then be disbarred.
Public relations practitioners who lobby for their clients on public issues must be held to the same standard of accuracy and truth.
Hill & Knowlton’s record in arguing for the U.S. to go to war for Kuwait is sufficient evidence for regulation of public relations with sanctions for deliberate misrepresentations.
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15. Professionalization A Tarnished Image
Whitewashing
Greenwashing
Ethics: Standards and Certification
Public Relations Society of America
APR – Accredited in Public Relations Certification
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