Transcript chapter9

Public Relations
Chapter 10
Early Public Relations
• Promoting the images
of leaders and kings
• Political propaganda
• Shaping public
opinion
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Early Corporate PR
• Corporate PR begins in Age of Robber
Barons
– Carnegie-Frick Steel union busting
• Current wars
– Use journalists to help fight battle for supremacy;
convince public
• Publicity Bureau 1900
– First public relations firm
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PR Pioneers
• Ivy Ledbetter Lee
– Business must tell its story honestly, accurately
and openly
– ‘the public be informed’
• Edward Bernays & Doris Fleishman
– PR is ‘art applied to science’
– ‘Torches of Freedom’ campaign for smoking
– ‘front groups’
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Recent Campaigns
• PR helps get information out after 9/11
• Enron, WorldCom ethics problems
– PR helps executives limit damage
– Some practitioners criticized for not
getting truth out to public
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5 W’s
• Who
– Principal players or companies
• What
– Topic or issue at hand
• Where
– Event location
• When
– Time frame for coverage
• Why
– Importance to audiences, company
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PR Tools & Technologies
• News releases
– Summarize information
– Use style preferred by media
• Pitch letters
– Create interest in a topic
– Aimed at editors and producers
• Press kits
– Cover letter
– News release
– Supporting materials
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PR Tools & Technologies
• Video News Release (VNR)
– Ready-to-air television news stories
– ‘reporters’ cover release as if it were a
news story
– News programs often run them without
attribution
– 90 seconds to 2 minutes in length
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Electronic PR Tools
• Edited B-roll
– Video footage along with scripts
• Webcasts
– Press conference via streaming video
• Satellite media tour
– ‘live’ via satellite interview opportunities
– eSMTs work via Internet
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Electronic PR Tools
• Interactive news release
– Via email
– Public or password
protected
• Electronic press kits
– Interactive versions
distributed via the
Internet
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Electronic PR Tools
• PR Blogs
– Blogs represent challenge to PR
– Unfiltered, bloggers not as influenced as
mainstream journalists
– Growing importance
• Distributing information
• Potential PR tool
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Electronic PR Tools
• Online advocacy systems
– Organize and manage online campaigns
– Stay in contact with constituencies
– Applies legislative affairs tactics to community
outreach efforts
• Online media databases
• Online tracking & monitoring
– Track what journalists are writing
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Electronic PR Tools
• Email
– Still most popular
– Flexible and quick
• IM
– Live online communication
– Less of a communication trail
• Online pressroom
– Easy access to corporate information
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PR Functions
“Public relations is the management function
that identifies, establishes, and maintains
mutually beneficial relationships between an
organization and the various publics on
whom its success or failure depends.”
(Cutlip, Center, & Broom, 1985)
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PR Functions
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PR Key Activities
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Strategize, plan, coordinate publicity
Prepare & disseminate messages
Call, write, email, etc. reporters
Work with PR services
Evaluate results
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PR Publics
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Good PR
• Stronger identity
• More market share
• Improved employee
morale
• Increased sales
• Better management
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Successful PR
• Assessment of public attitudes
– Serious research needed
• Planning
– Advanced and strategic
– Scheduled publications and
communications
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Matching Tools & Publics
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