12. “Public relations is a strategic communication process
that builds mutually beneficial relationships between
organizations and their publics.”
13. And the winner is:
“Public relations is a strategic communication process
that builds mutually beneficial relationships between
organizations and their publics.”
14.
15. Public relations is a planned process to
influence public opinion, through sound
character & proper performance, based on
mutually satisfactory 2-way communication
“
“
16. Involves managing relationships with the public
Public relations is a planned process to
influence public opinion, through sound
character & proper performance, based on
mutually satisfactory 2-way communication
“
“
17. Public relations is a planned process to
influence public opinion, through sound
character & proper performance, based on
mutually satisfactory 2-way communication
“
“
18. Involves strategic planning
Public relations is a planned process to
influence public opinion, through sound
character & proper performance, based on
mutually satisfactory 2-way communication
“
“
19. Public relations is a planned process to
influence public opinion, through sound
character & proper performance, based on
mutually satisfactory 2-way communication
“
“
20. Aimed at influencing the organization’s key publics
Public relations is a planned process to
influence public opinion, through sound
character & proper performance, based on
mutually satisfactory 2-way communication
“
“
21. Public relations is a planned process to
influence public opinion, through sound
character & proper performance, based on
mutually satisfactory 2-way communication
“
“
22. Communication needs to flow from & to the publics
Public relations is a planned process to
influence public opinion, through sound
character & proper performance, based on
mutually satisfactory 2-way communication
“
“
23. Public relations is a planned process to
influence public opinion, through sound
character & proper performance, based on
mutually satisfactory 2-way communication
“
“
25. “ Public relations is the management of
communications between an organization and
its publics
Public Relations practice is the planned and
sustained effort to establish and maintain
goodwill and mutual understanding between
an organization and its publics
-- The Institute of Public Relations
“
“
“
“
26.
27. information given to the public, persuasion
directed at the public to modify actions, and
efforts to integrate actions of an institution
with its publics and of publics with those of
that institution --Edward Bernays
28. Public relations is the management function
which evaluates public attitudes, identifies the
policies and procedures of an individual or an
organization with the public interest, and plans
and executes a program of action to earn
public understanding and acceptance
-- Denny Griswold
information given to the public, persuasion
directed at the public to modify actions, and
efforts to integrate actions of an institution
with its publics and of publics with those of
that institution --Edward Bernays
35. An Organization s Publics
Organization
Board of Directors
Investors Employees
36. An Organization s Publics
Organization
Board of Directors
Investors Employees
Government
37. An Organization s Publics
Organization
Board of Directors
Investors Employees
Unions
Government
38. An Organization s Publics
Organization
Board of Directors
Media
Investors Employees
Unions
Government
39. An Organization s Publics
Organization
Board of Directors
Media
Investors Employees
Unions Consumers
Government
40. An Organization s Publics
Organization
Board of Directors
Media
Investors Employees
Unions Consumers
Government Community
41. Internal Publics
An Organization s Publics
Organization
Board of Directors
Media
Investors Employees
Unions Consumers
Government Community
42. Internal Publics
External Publics
An Organization s Publics
Organization
Board of Directors
Media
Investors Employees
Unions Consumers
Government Community
66. Advertising PR
Promotes an individual
product or service
Promotes an entire org.
Messages intended to
persuade to buy
67. Advertising PR
Promotes an individual
product or service
Promotes an entire org.
Messages intended to
persuade to buy
Messages intended to create
goodwill/win support
68. Advertising PR
Promotes an individual
product or service
Promotes an entire org.
Messages intended to
persuade to buy
Messages intended to create
goodwill/win support
Pays media
69. Advertising PR
Promotes an individual
product or service
Promotes an entire org.
Messages intended to
persuade to buy
Messages intended to create
goodwill/win support
Pays media Doesn’t pay media
70. Advertising PR
Promotes an individual
product or service
Promotes an entire org.
Messages intended to
persuade to buy
Messages intended to create
goodwill/win support
Pays media Doesn’t pay media
message unchanged
71. Advertising PR
Promotes an individual
product or service
Promotes an entire org.
Messages intended to
persuade to buy
Messages intended to create
goodwill/win support
Pays media Doesn’t pay media
message unchanged message filtered by media
78. • Establishing Credibility
• Acting Ethically
• Advocating Truth
• Winning Goodwill
• Building Relationships
Key PR Ideas
79. • Establishing Credibility
• Acting Ethically
• Advocating Truth
• Winning Goodwill
• Building Relationships
• Acting as the Organization’s Conscience
Key PR Ideas
80. Difference between
Spin & Public Relations
Spin is distorting, obfuscating,
or outright lying to create the
appearance of performance.
81. Difference between
Spin & Public Relations
Spin Public Relations
Spin is distorting, obfuscating,
or outright lying to create the
appearance of performance.
83. Evolution of PR through the years
u Samuel Adams
- Created Committee of Correspondence
- Staged Boston Tea party
The American Beginnings:
v The Federalists
- Wrote letters, articles
& pamphlets in favor
of Constitution
Jay, Madison, Hamilton
Madison, Jay, Hamilton
84. The Perfect Media Event
December 16, 1773, Boston, Massachusetts. American colonists, frustrated and angry at Britain for
imposing “taxation without representation,” dumped 342 chests of British tea into the harbor.
89. • used publicity to make
money & get exposure
Manipulated media to
gain attention of public
90. • used publicity to make
money & get exposure
Manipulated media to
gain attention of public
91. • used publicity to make
money & get exposure
• gave performers short
names (to fit headlines)
Manipulated media to
gain attention of public
92. • used publicity to make
money & get exposure
• gave performers short
names (to fit headlines)
• staged media events:
- marriage of fat lady to
thin man
Manipulated media to
gain attention of public
93. • used publicity to make
money & get exposure
• gave performers short
names (to fit headlines)
• staged media events:
- marriage of fat lady to
thin man
PR based on sensationalism
Manipulated media to
gain attention of public
97. • Industrial revolution: gap between
rich & working class grew bigger
• Industrial barons came under harsh
criticism
• William Vanderbilt (railroad)
• John Rockefeller (Standard Oil)
• Muckrakers added to the criticism
• Industrial barons had to tell their
story to win public opinion
Setting the Scene
98. First Press Release
On the morning of October 8, 1906, a Pennsylvania Railroad crash killed 50
people. That afternoon, Ivy Lee wrote the first press release and counseled
his client to arrange for a special train to take reporters to the scene.
99. First Press Release
On the morning of October 8, 1906, a Pennsylvania Railroad crash killed 50
people. That afternoon, Ivy Lee wrote the first press release and counseled
his client to arrange for a special train to take reporters to the scene.
100. First Clip
Impressed by the innovative approach, The New York Times
printed the first press release verbatim on Oct. 30, 1906 as a
"Statement from the Road." Both newspapers and public officials
praised the Pa Railroad for its openness and honesty.
101. First Clip
Impressed by the innovative approach, The New York Times
printed the first press release verbatim on Oct. 30, 1906 as a
"Statement from the Road." Both newspapers and public officials
praised the Pa Railroad for its openness and honesty.
102. First Clip
Impressed by the innovative approach, The New York Times
printed the first press release verbatim on Oct. 30, 1906 as a
"Statement from the Road." Both newspapers and public officials
praised the Pa Railroad for its openness and honesty.
103. Second Press Release
Six months later, coal operators hired Ivy Lee to represent them
during a strike. He mailed out the second press release. It was a…
104. Second Press Release
Six months later, coal operators hired Ivy Lee to represent them
during a strike. He mailed out the second press release. It was a…
105. “This is an ad disguised as a story!”
“This is meant to manipulate the news!”
Journalists got angry and expressed hostility. (Was this the beginning of
the feudal relationship between media and PR?) In response, Ivy Lee wrote…
Dismal Failure
106. “This is an ad disguised as a story!”
“This is meant to manipulate the news!”
Journalists got angry and expressed hostility. (Was this the beginning of
the feudal relationship between media and PR?) In response, Ivy Lee wrote…
Dismal Failure
108. Ludlow Massacre
Ludlow, Colorado - April 20, 1914
Militia called to break a strike
torched coal miner tent camp
20 people killed
109. Ivy Lee (1877 - 1934)
• Hired by Rockefeller to
“humanize” the family
• Called for honest & open
relationships with publics
• Aimed to supply news/facts
• Helped transform the field
into a professional discipline
• Lost his reputation
representing Nazi interests
111. Edward Bernays (1891 - 1995)
• Wrote book called
“Crystallizing Public
Opinion”
• Publics can be persuaded if
the message supports their
values & interests.
• Taught first PR class &
recruited first woman (Doris
Fleischman, his wife)
112. Edward Bernays (1891 - 1995)
• Wrote book called
“Crystallizing Public
Opinion”
• Publics can be persuaded if
the message supports their
values & interests.
• Taught first PR class &
recruited first woman (Doris
Fleischman, his wife)
115. The Creel Committee
1917, President Woodrow Wilson
• Composed of journalists,
scholars, press agents,
artists
• Mission: to mobilize public
opinion in support of war
(mass persuasion)
• Four-minute men, Division
of Pictorial Publicity
James Montgomery Flagg
121. http://www.cnn.com/2003/US/02/11/emergency.supplies/index.html
Story Tools
RELATED
Interactive: Terror
warning system
• Interactive: Homeland security
precautions
• Interactive: Threatcon levels
• Transcript: Official announcement
• TIME.com: We're on High Alert:
Now What?
• Special Report: War on Terror
• Homeland Security site
• Red Cross on preparedness
WHAT SHOULD YOU DO?
Have on hand three days' worth of
water and food, an emergency
supply kit for both home and
automobile, radios with extra
batteries, and plastic sheeting and
duct tape to seal windows and
doors
Search
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CNNtoGO
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Duct tape sales rise amid terror fears
From Jeanne Meserve
CNN
Tuesday, February 11, 2003 Posted: 7:35 PM EST (0035 GMT)
WASHINGTON (CNN) -- Americans
have apparently heeded the U.S.
government's advice to prepare
for terror attacks, emptying
hardware store shelves of duct
tape.
On Tuesday, less than 24 hours after U.S.
Fire Administrator David Paulison
described a list of useful items, stores in
the greater Washington, D.C. area reported
a surge in sales of plastic sheeting, duct
tape, and other emergency items.
These items, Paulison said, can be helpful
after a biological, chemical or radiological
attack.
A Lowe's hardware store in Alexandria,
Virginia, said every roll of duct tape has
been sold. Another Alexandria Home
Depot store reported sales of duct tape
tripled overnight.
"Everything that was on that newscast, we
are selling a lot of it," said Rich Pierce with
a Home Depot in the D.C. area.
In his advisory, Paulison recommended
that households have on hand three days
worth of water and food; an emergency
supply kit for both home and automobile;
radios with extra batteries; and plastic
sheeting and duct tape to seal windows
and doors. (What to do)
With concerns growing about al Qaeda's
interest in acquiring weapons of mass
destruction, Paulison cautioned that aid
after an attack could be hard to come by,
at least initially.
He said that in the first 48 to 72 hours of
an emergency, many Americans will likely
to have to look after themselves.(Red
Cross on preparedness)
If an attack occurs, Paulison said,
households should tune in to local media
outlets and not evacuate unless they are
told to do so.
122. http://www.cnn.com/2003/US/02/11/emergency.supplies/index.html
Story Tools
RELATED
Interactive: Terror
warning system
• Interactive: Homeland security
precautions
• Interactive: Threatcon levels
• Transcript: Official announcement
• TIME.com: We're on High Alert:
Now What?
• Special Report: War on Terror
• Homeland Security site
• Red Cross on preparedness
WHAT SHOULD YOU DO?
Have on hand three days' worth of
water and food, an emergency
supply kit for both home and
automobile, radios with extra
batteries, and plastic sheeting and
duct tape to seal windows and
doors
Search
Home Page
World
U.S.
Weather
Business
Sports
Politics
Law
Technology
Science & Space
Health
Entertainment
Travel
Education
Special Reports
SERVICES
Video
E-mail Newsletters
CNNtoGO
SEARCH
Web CNN.com
Search
Duct tape sales rise amid terror fears
From Jeanne Meserve
CNN
Tuesday, February 11, 2003 Posted: 7:35 PM EST (0035 GMT)
WASHINGTON (CNN) -- Americans
have apparently heeded the U.S.
government's advice to prepare
for terror attacks, emptying
hardware store shelves of duct
tape.
On Tuesday, less than 24 hours after U.S.
Fire Administrator David Paulison
described a list of useful items, stores in
the greater Washington, D.C. area reported
a surge in sales of plastic sheeting, duct
tape, and other emergency items.
These items, Paulison said, can be helpful
after a biological, chemical or radiological
attack.
A Lowe's hardware store in Alexandria,
Virginia, said every roll of duct tape has
been sold. Another Alexandria Home
Depot store reported sales of duct tape
tripled overnight.
"Everything that was on that newscast, we
are selling a lot of it," said Rich Pierce with
a Home Depot in the D.C. area.
In his advisory, Paulison recommended
that households have on hand three days
worth of water and food; an emergency
supply kit for both home and automobile;
radios with extra batteries; and plastic
sheeting and duct tape to seal windows
and doors. (What to do)
With concerns growing about al Qaeda's
interest in acquiring weapons of mass
destruction, Paulison cautioned that aid
after an attack could be hard to come by,
at least initially.
He said that in the first 48 to 72 hours of
an emergency, many Americans will likely
to have to look after themselves.(Red
Cross on preparedness)
If an attack occurs, Paulison said,
households should tune in to local media
outlets and not evacuate unless they are
told to do so.
