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1 |
Industrial Revolution
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1.1 |
consumer culture
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1.2 |
leisure activities
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1.3 |
public opinion
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Walter Lippman
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John Dewey
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Harold Lasswell
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1.4 |
mass media
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newspapers
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magazines
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radio
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2 |
Corporate Public Relations
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2.1 |
Henry Frick
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anti-labor
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combat hostility
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public favor
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2.2 |
Battle for the Currents
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AC: Westinghouse
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DC: General Electric
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2.3 |
American Association of Railroads
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originators of public relations
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Year Book of Railway Literature
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2.4 |
charities
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purposes
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practices
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performance
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public awareness
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fundraising
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influencing legislation
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recruiting volunteers
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currying public favor
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3 |
Ivy Ledbetter Lee
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3.1 |
business had to tell its story honestly, accurately, and openly
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3.2 |
Rockefeller: Ludlow Massacre (1913)
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3.3 |
Rockefeller Jr. visited the camps
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4 |
Edward L. Bernays
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4.1 |
coined the term "public relations"
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4.2 |
Crystalizing Public Opinion (1923)
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4.3 |
pupil of George Creel
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movies
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cartoons
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photographs
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newsreels
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Uncle Sam: "I Want You"
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4.4 |
Torches of Freedom
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1929
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Women walking on Fifth Avenue with lit cigarettes
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American Tobacco Company
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5 |
Arthur Page
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5.1 |
AT&T
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5.2 |
publicity and relationship with the public
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6 |
Public Relations Society of America
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6.1 |
formed 1948
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6.2 |
interests of public relations practitioners
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6.3 |
"bill of rights" for customers
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6.4 |
code of ethics
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7 |
Functions of Public Relations
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7.1 |
media relations
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7.2 |
promotion or selling
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7.3 |
Community relations
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7.4 |
Government relations
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7.5 |
Public information
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7.6 |
Special events
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7.7 |
Employee relations
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7.8 |
crisis communications
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7.9 |
Lobbying
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8 |
Forms of Public Relations
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8.1 |
Propaganda
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strategically placed communication
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advertising
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publicity
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intended gain public support for…
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special issue
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program
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policy
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8.2 |
Media Relations
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secure favorable media coverage for a client or organization
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promote client or control damage
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8.3 |
Special Events & Pseudo-Events
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Coordinating with existing events to create a positive image for client
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e.g. sponsorships
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Event held for the sole purpose of receiving media attention.
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e.g. “The Decision”
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8.4 |
Community Relations
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Earning customer’s goodwill through support of community
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Charitable Contributions
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Public Service
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8.5 |
Crisis Management
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Messages designed to help a corporation handle a public crisis or tragedy, especially if the public assumes the company is at fault.
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BP: Deepwater Horizon oil spill
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April – September 2010
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8.6 |
Government Relations
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Lobbying
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the process of attempting to influence the voting of lawmakers to support a client’s or an organization’s best interests.
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astroturf lobbying
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“Language of Health Reform”
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9 |
Public Relations Audiences
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9.1 |
Businesses
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Investors
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Consumers
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Employees
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Suppliers
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Financial Institutions
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Legislators
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Community Activists
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Educational Institutions
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Mass Media
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9.2 |
Not-for-Profits
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Donors
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Clients
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Volunteers
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Employees
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Members
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Suppliers
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Legislators
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Community Activists
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Mass Media
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9.3 |
Government Agencies
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Taxpayers/Voters
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Legislators
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Lobbyists
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Government Agencies
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Employees
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Community Activists
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10 |
Public Relations Messages
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10.1 |
Public Service Announcements (PSA)
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reports or announcements carried free by newspapers, magazines, radio and/or TV stations
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designed to promote…
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government programs
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educational projects
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voluntary agencies
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social reform
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10.2 |
Press Releases
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announcements written in the style of news reports
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gives new information about an individual, a company, or an organization
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pitches a story idea to the news media.
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10.3 |
Video News Releases (VNR)
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the visual counterparts to press releases
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pitches story ideas to the TV news media by mimicking the style of a broadcast news report.
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11 |
James Gruning's Models of Public Relations
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11.1 |
Press Agent
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One-Way
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manipulate public opinion and behavior
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11.2 |
Public Information/Journalism
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one-way
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disseminate information to the public
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11.3 |
Two Way Asymmetric
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two-way
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persuade and find out how the public reacted
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11.4 |
Two Way Symmetric
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two-way
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gain mutual understanding and find a win–win common ground
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12 |
Public Relations Firms
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12.1 |
In-House Firms
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PR departments located within most major companies
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12.2 |
Stand-Alone Firms
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independent agencies that provided PR services to different companies
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13 |
Major PR Firms
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13.1 |
Omnicom
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13.2 |
WPP Group
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13.3 |
Interpublic Group
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13.4 |
Publicis
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13.5 |
Dentsu
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13.6 |
Aegis Group
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