Скачать презентацию Public Relations What is PR nthe practice Скачать презентацию Public Relations What is PR nthe practice

bd31bb3a6f358192ec5487eae864d79b.ppt

  • Количество слайдов: 41

Public Relations Public Relations

What is PR? nthe practice of managing the communication between an organization and its What is PR? nthe practice of managing the communication between an organization and its publics n. That, of course, is the PR biz definition

History of PR Ancient Greeks had a word for it: n Sematikos: to signify History of PR Ancient Greeks had a word for it: n Sematikos: to signify or to mean n It’s how to get people to believe things and do things n A pretty good definition of public relations n This approach has been used for thousands of years n

Ramses at Kadesh Ramses at Kadesh

Julius Caesar Julius Caesar

John Mc. Cain John Mc. Cain

Caligula Caligula

Claudius Claudius

St. Augustine – 394 CE St. Augustine – 394 CE

Propaganda An invention of the Catholic Church n 17 th Century committee called Congregatio Propaganda An invention of the Catholic Church n 17 th Century committee called Congregatio de Propaganda Fide n n The Congregation for Propagating the Faith

Thomas Paine and The American Crisis Thomas Paine and The American Crisis

Benjamin Franklin Benjamin Franklin

Franklin in France Franklin in France

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

P. T. Barnum P. T. Barnum

Jumbo Jumbo

Tom Thumb Tom Thumb

William Seward William Seward

Ivy Lee Ivy Lee

John D. Rockefeller John D. Rockefeller

Andrew Carnegie Andrew Carnegie

Lee’s PR Principles 1. Tell the truth n 2. Provide accurate facts n 3. Lee’s PR Principles 1. Tell the truth n 2. Provide accurate facts n 3. The public relations director must have access to top management and must be able to influence decisions n

Lee’s definition of PR n Public relations means the actual relationship of the company Lee’s definition of PR n 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.

Edward Bernays Edward Bernays

Bernays’ “Crystallizing Public Opinion” n To interpret the client to the public, which means Bernays’ “Crystallizing Public Opinion” n To interpret the client to the public, which means promoting the client n To interpret the public to the client, which means operating the company in such a way as to gain the approval of the public

Other Bernays concepts 1. Public relations is a public service n 2. Public relations Other Bernays concepts 1. Public relations is a public service n 2. Public relations should promote new ideas and progress n 3. Public relations should build a public conscience n

How PR is different from advertising Advertising is the nonpersonal communication of information usually 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. n PR is also the nonpersonal communication of information n

nonpersonal communication of information n PR is also the nonpersonal communication of information That nonpersonal communication of information n PR is also the nonpersonal communication of information That information is slanted in favor of the client, just like advertising n However, unlike advertising the information doesn’t necessarily have to be substantiated n

…usually paid for… Advertising must pay for its placement in the media n PR …usually paid for… Advertising must pay for its placement in the media n PR does its best not to pay for placement n Writes “news” articles and feature stories called news releases promoting the client and tries to get them published n Puts on staged publicity events in hopes the media will cover them n

…about products, services or ideas… PR can be about products, services or ideas n …about products, services or ideas… PR can be about products, services or ideas n Can also be about companies or people n Entertainers n Politicians n Wanna be’s n

Suleman and Gosselin Suleman and Gosselin

…identified sponsors… Advertising has to identify the sponsor n PR tries to avoid identifying …identified sponsors… Advertising has to identify the sponsor n PR tries to avoid identifying who’s paying for the output n Leave it out n Disguise it n

Crisis Management Crisis Management

Exxon Valdez Exxon Valdez