Transcript Public relations, part 2

Quote of the Day
“Public sentiment is everything. With public
sentiment nothing can fail; without it
nothing can succeed. He who molds public
sentiment goes deeper than he who enacts
statutes or decisions possible or impossible
to execute.”
--Abraham Lincoln, 1860
JAMM 445
History of Mass Media
Week 11: PR, Part 2: Truth Merchants
PR since World War II
Changes in society create demand for PR:
 Social responsibility by corporations
 Consumer activism
 Complexity of business, government
 U.S. population growth, mobility
Media Dependence on PR
PR agencies supply press
releases, VNRs, fact sheets, etc.
 Estimate: 40 to 50% of all news
content is PR-inspired

Media Dependence on PR
“I have a dirty little secret. I like PR people.
OK, I don't like all of them, but I must admit
that a lot of publicists have helped me in my
quest to speak to the right person, set up
an interview, give me background info….
The dance between PR person and reporter
is one of those push/pull, love/hate
relationships….”
--Marc Glaser, OnLine Journalism Review
PR: Benefits
Better understanding of how
business, government work
 Easier access to decision makers by
reporters
 Best way for non-profit groups,
advocates to get message out

PR: Drawbacks
Obstacle to direct contact between
voters, elected officials
 Manipulation of public opinion
through selective release of facts
 Concealment of key data
 Glossing over bad news

PR Critics
www.prwatch.org
“PR Watch specializes in blowing the lid off
today's multi-billion dollar propaganda-for-hire
industry, naming names and revealing how
public relations wizards concoct and spin the
news, organize phony 'grassroots' front
groups, spy on citizens, and conspire with
lobbyists and politicians to thwart democracy.”
–PR Watch Web site
VIDEO:
Truth Merchants

This video examines the constantly
shifting and blurred line between
"real" news and promotional
information designed to look and
sound like news in an effort to hide its
true entrepreneurial purposes.
VIDEO:
Truth Merchants

As you watch the video, consider:
– What’s the difference between good PR
and bad PR?
– What techniques do ‘spin doctors’ use to
conceal PR clients’ true agendas?
– What tools would help the public
distinguish between information &
propaganda?