1. Chapter 12: Government Relations
Part III: The Publics
Chapter 12: Government Relations
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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.
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3. 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)
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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.

5. 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
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6. 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
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7. Learning Objective 1 Discussion Question
Why is the public relations function regarded as something of a stepchild in government?
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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.

9. 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
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10. 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
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11. Learning Objective 2 Discussion Question
Why is the practice of “public relations” so important to government?
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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.
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13. 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
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14. 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
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15. 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
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16. 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)
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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
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18. 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)
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19. 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.
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Learning Objective 4
To examine the role, responsibilities, and tactics of those who “lobby” the government to influence legislation.
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21. 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
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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
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23. 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
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24. 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
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25. Learning Objective 4 Discussion Questions
What impact has the Internet had on lobbying?
What is the significance of the Citizens United Supreme Court case?
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26. 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)
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Copyright © 2014 Pearson Education, Inc. All rights reserved.
Copyright ©2014 by Pearson Education, Inc. All rights reserved.