1. Public Relations

2. 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

3. 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

4. Ramses at Kadesh

5. Julius Caesar

6. John McCain

8. Caligula

9. Claudius

10. St. Augustine – 394 CE

11. 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

12. Thomas Paine and The American Crisis

13. Benjamin Franklin

14. Franklin in France

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

16. P.T. Barnum

17. Jumbo

18. Tom Thumb

19. William Seward

20. Ivy Lee

21. John D. Rockefeller

22. Andrew Carnegie

23. 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

24. 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.

25. Edward Bernays

26. 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

27. 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

28. 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

29. 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

30. …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

31. …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

32. Suleman and Gosselin

34. …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

35. Crisis Management

36. Exxon Valdez