Transcript Lecture 1
Introduction to Public Relations Why study public relations? We live in age of ‘promotional culture’ Hence it is necessary to understand how the media and public relations industries work In this lecture series, I will be covering the essentials of public relations work and I will give you an overview of the media and PR industries. In addition to this we will also be looking critically at some PR campaigns with regards to success, ethical behaviour, effectiveness and efficiency and cost! Four types of PR practitioners (Davis, 2007) “Professional practitioners employed in every corner of the public, private and not-for-profit sectors of the economy; Managers and members of staff whose work includes an element of public relations responsibility and /or activity; Volunteers who undertake public relations activities without pay in order to obtain and increase support for their interests and causes; and Individuals who wish to advance private interests on behalf of themselves or someone they represent.” The rise of promotional culture This has its firm base in the success of capitalism which has led to a commodification of everything we do Many people argue that it is exactly this process of commodification that has made ‘promotion’ an essential part of interaction in society. Wernick, one of the influential writers on the subject of ‘promotional culture’ said in his 1991 book: “When a piece of music, or a newspaper article …is fashioned with an eye to how it will promote itself…and indeed how it will promote its author and distributor …such goods are affected by this circumstance in every detail of their production” (p.190) Definitions of Public Relations Public relations means exactly what the word suggests – relationships with the public. It often has negative connotations, just think of how often you can read ‘this is just a public relations exercise’, this is a ‘public relations disaster’, ‘this is nothing but PR’ and more recently, the term ‘spin’ The Chartered Institute of Public Relations defines public relations as: ‘About reputation – the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.’ Public versus publics Publics are audiences that are important to the organisation. They include customers – existing and potential, employees and management, investors, government, suppliers, the local community and opinion-formers et.c In the public relations literature you may find the terms publics and target audiences used interchangeably. A public is a group of individuals or organisations who have a common problem, cause or goal. There are six major groupings Employees Consumers Media Financial markets Government agencies Community The Publics of Scotbuild Homes Stop Glasgow Home Developments Group Dept of Trade & Industry Union of Conctruction (UCATT) Managers Employees Builder’s Merchants Media Scotlandwide UK Steel & Concrete Producers Glasgow Greenbelt Alliance Glasgow Scotbuild UK wood producers & importers Print Media Homes Glasgow Share Holders Chartered Institute of Building Glasgow Chamber of commerce Glasgow City Council Builders’ Union National Assoc of Home Builders Media UK Scottish Parliament Scotbuild Homes is a fictitious Glasgow building company. What PR is not Public relations is not handshaking. Public Relations is not drinking too much Gin &Tonic. Public relations is not journalism. Public relations is not advertising. Public relations is not marketing. What PR is not… Advertising One Definition of Advertising “Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc.” What PR is not Marketing One Definition of Marketing: Marketing is the wide range of activities involved in making sure that you're continuing to meet the needs of your customers and getting value in return. Marketing is usually focused on one product or service. Chartered Institute of Marketing: Marketing is the management process responsible for identifying, anticipating and satisfying consumers' requirements profitably. The PR industry The annual income of PR consultancies in the UK is estimated at £300 million and the turnover of the industry is estimated at £1 billion. The number of people working in a public relations role in the UK is estimated at around 50,000. History of PR Public relations as a profession was initially a European & American phenomenon. By the end of the 20th century, PR had become a recognised practice throughout the whole world. Leaders through the centuries have always sought to influence their publics The Role of Public Opinion Throughout history, leaders have courted public sentiments to sustain their power. Even monarchies or dictators cannot afford to ignore public attitudes. They often take pains to assure that their subjects are supportive of their regime. Constitutional monarchies and democracies arose from a self-consciousness of the people. One change was indirectly influenced by an unpopular, political philosopher. That philosopher was Locke… The Influence of John Locke The concept of the natural right of people to oversee their rulers was developed by English philosopher John Locke (16321704) and later adapted by Hume & Rousseau. Locke taught radical ideas that were initially very unpopular with European rulers, such as… Governments derive their power from the consent of their subjects. Democracy is a very advanced and more natural form of government. John Locke, herald of modern democracy. Democracies thrive on public opinion… 20th century—Dynamic developments for Public Power Unique and simultaneous political-cultural forces created a new power for public opinion in the 20th century The development of governments by and for the people Free markets Systems of checks and balances A rise in affluence and education for “everyone” An independent population voting with ballots and increased buying power The development of capitalism Such forces caused public relations to be increasingly successful Public Relations in the 18th & 19th century Britain In Britain many early corporate attempts in public relations can be found: The history of house journals in companies dates back to the early days of industry Lever Brothers and the Manchester Co-operative Society in England published employee journals over a hundred years ago The idea of a suggestion box a award scheme for staff a relatively modern internal communications technique, was first used by William Denny in 1880 in his shipbuilding company in Dumbarton Glaswegian Grocer Lipton Publicity generating events where common: In 1881 Scottish grocer Thomas Lipton arranged for ‘the world’s largest cheese’ to be delivered to his store in Glasgow. Three Stages of PR Development in the Industrial Age Development of these stages was sequential, but all three still exist. Manipulation Cooperation Mutual influence and understanding Today public relations is moving… away from using any available means to achieve desired public opinion toward informing the public and providing advise to management of public& private organisations