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Chapter 12 PUBLIC RELATIONS And the Politics of Manipulation
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Central Questions What do we mean by public relations? How did modern public relations develop? What are the primary PR strategies? What defines the relationship between journalism and PR?
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What is the definition of public relations? The careful crafting of an image for a corporation, individual, service, or institution The manipulation of such an image through fabrication and deceptive practices
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How did modern public relations develop? Created with the Industrial Era and the shift to a consumer-oriented society
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PR as a profession (19th century) early press agents promoted and publicized clients promoters used stunts and a variety of existing media channels to shape myths railroads used government lobbyists and bribed reporters for good publicity utility companies used questionable publicity tactics to mislead the public
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IVY LEDBETTER LEE founder of modern PR advocated honesty and directness BUT realized that facts could be manipulated “Since crowds do not reason, they can only be organized and stimulated through symbols and phrases.”
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EDWARD BERNAYS former journalist and nephew of Freud; applied psychology and sociology to PR developed propaganda during WWI clients included major corporations (GE, GM, P&G, RCA, American Tobacco) Famous for staging pseudo-events to promote clients’ image and products master at engineering public opinion
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What constitutes a PSEUDO-EVENT? It’s any circumstance created for the purpose of gaining media coverage interviews press conferences talk shows rallies parades special events (or stunts)
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Primary PR Strategies: Writing and Editing preparing press releases to distribute to the news media preparing video news releases (VNRs) preparing public service announcements (PSAs) creating brochures, newsletters and annual reports
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Primary PR Strategies: Government Relations Lobbying: the process of attempting to influence the votes of lawmakers to support a client’s best interests maintaining good relationships with regulatory agencies monitoring of legislation issues through relationships with legislators
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Primary PR Strategies: Media Relations media relations = securing favorable coverage in the news media for a client or organization arranging publicity damage control/crisis management paid advertising
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What defines the relationship between PR and journalism? mutually dependent antagonistic
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