Public Relations
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 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
Julius Caesar
John Mc. Cain
Caligula
Claudius
St. Augustine – 394 CE
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
Benjamin Franklin
Franklin in France
Negative effects of PR n 1720 – the South Seas Bubble n 1720 – the Mississippi Company
P. T. Barnum
Jumbo
Tom Thumb
William Seward
Ivy Lee
John D. Rockefeller
Andrew Carnegie
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 to the people and that relationship involves more than talk. The company must act by performing good deeds.
Edward Bernays
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 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 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 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 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 Can also be about companies or people n Entertainers n Politicians n Wanna be’s n
Suleman and Gosselin
…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
Exxon Valdez
Скачать презентацию Public Relations What is PR nthe practice
bd31bb3a6f358192ec5487eae864d79b.ppt