Chapter 12

1. PUBLIC RELATIONS
AND FRAMINGTHE
MESSAGE
Chapter 12

2. What is Public Relations?
■ Advertising is controlled publicity that a company or an individual buys
■ Public relations attempts to secure favorable media publicity—which is more difficult
to control—to promote a company or client
■ Public Relations:The total communication strategy conducted by a person, a
government, or an organization attempting to reach and persuade an audience to
adopt a point of view

3. EARLY DEVELOPMENTS
IN PUBLIC RELATIONS

4. Early Developments in Public Relations
■ Press agents:Those who sought to advance a client’s image through media exposure,
primarily via stunts staged for newspapers
■ Individuals such as Daniel Boone (who engineered various land-grabs and real estate
ventures) and Davy Crockett (who was involved in the massacre of NativeAmericans)
employed press agents to repair their images

5. P.T. Barnum and Buffalo Bill
■ The most notorious press agent of the 19th century was P.T. Barnum, who used gross
exaggeration, fraudulent stories, and staged events to secure newspaper coverage for
his clients, his American Museum, and later his circus
■ “Buffalo” Bill Cody promoted himself and his travelling show
■ Press agents shaped many of the legends about rugged American individualism and
frontier expansion that were later adopted by books, movies, etc. about the American
West
■ Publicity: A type of PR communication that uses various media messages
to spread information about a person, a corporation, an issue, or a policy

6. Big Business and PressAgents
■ Utilizing the press brought with it enormous power to sway the public and to generate
business
■ The railroads began to use press agents to help them obtain federal funds
■ Their first strategy was simply to buy favorable news stories about rail travel from
newspapers through direct bribes
■ They also gave reporters free train tickets so that they would write positive stories
about rail travel
■ Utility companies such as Chicago Edison andAT&T used PR strategies to derail
competition and attain monopoly status

7. The Birth of Modern Public Relations
■ By the beginning of the 20th century, reporters and muckrakers were investigating the
promotional practices behind many companies
■ As informed citizenry paid more attention it became more difficult for larger firms to
fool the press and mislead the public

8. Ivy Ledbetter Lee
■ By the early 1900s, executives had realized that their companies could sell more
products if they were associated with positive public images and values
■ Ivy Ledbetter Lee is considered one of the founders of modern public relations. He
understood the public’s attitude toward big corporations had changed
■ He counseled his clients that honesty and directness were better PR devices than the
deceptive practices of the 1800s
■ After a railroad accident, Lee advised them to admit the mistake, vow to do better,
and let newspapers in on the story

9. Edward Bernays
■ Bernays was the first person to apply the findings of psychology and sociology to
public relations (he was the nephew of Sigmund Freud)
■ DuringWWI, Bernays developed propaganda that supported America’s entry in that
conflict and promoting the image of PresidentWoodrowWilson as a peacemaker
■ His wife—Doris Fleishman—was one of the first women in the industry, and paved the
way for others, so that now women outnumber men in PR by 3 to 1

10. THE PRACTICE OF
PUBLIC RELATIONS

11. Approaches to Organized Public
Relations
■ PRSA (Public Relations Society ofAmerica) gives this definition of PR: “Public relations
helps an organization and its publics adapt mutually to each other”
■ The PR industry uses two approaches:
1. There are independent PR agencies whose sole job is to provide clients with PR
services
2. Most companies, which may or may not also hire independent PR firms, maintain
their own in-house PR staffs to handle routine tasks, such as writing press releases,
managing media requests, staging special events, and dealing with internal and
external publics

12. Performing Public Relations
■ Public relations, like advertising, pays careful attention to the needs of its clients and
to the perspectives of its targeted audiences
■ PR involves providing a multitude of services, including publicity, communication,
public affairs, issues management, government relations, financial PR, community
relations, industry relations, advertising, social networking, and propaganda
■ In addition, PR personnel produce employee newsletters, manage client trade shows
and conferences, conduct historical tours, appear on news programs, and organize
damage control

13. Research: Formulating the Message
■ One of the most essential practices in the PR profession is doing research
■ Just like advertising, PR research is driven by demographic and psychographic
research
■ PR practitioners rely on mail, GoogleAnalytics, andTwitter Analytics to get a fix on an
audience’s perception of an issue, policy, program, or client’s image

14. Conveying the Message
■ Press releases: Also known as news releases, are announcements written in the style
of news reports that give new information about an individual, company, or
organization and pitch a story idea to the news media
■ Through press releases, PR firms manage the flow of information
■ Video news releases mimic the style of broadcast news, but are rarely used by actual
news outlets
■ Public Service Announcement (PSA): Fifteen to sixty-second audio or video reports
that promote nonprofit government programs, educational projects, volunteer
agencies, or social reform

15. Media Relations
■ Media relations promote a client by securing publicity or favorable coverage in the
news media
■ They also perform damage control or crisis management when negative publicity
occurs
■ Media relations professionals also recommend advertising to their clients when it
seems appropriate

16. Special Events and Pseudo-events
■ Special events raise the profile of corporate, organizational, or government clients—
such as Milwaukee’s Summerfest
■ A corporate sponsor can also align itself with a cause or an organization that has
positive status among the general public—such as John Hancock sponsoring the
Boston Marathon
■ Pseudo-events are created for the sole purpose of gaining coverage in the media
■ These include press-conferences, talk-show appearances, or any other staged activity

17. Community and Consumer Relations
■ Another responsibility of PR is to sustain goodwill between an agency’s clients and the
public
■ PR firms encourage companies to participate in community activities, such as hosting
tours and open houses, making charitable donations, and participating in town events
like parades and festivals

18. Government Relations and Lobbying
■ Maintaining connections with government agencies that have some say in how
companies operate in a community, state, or nation, is a priority
■ Lobbying:The process of attempting to influence lawmakers to support and vote for
an organization or industry’s best interests
■ Lobbying can often lead to ethical problems
■ Astroturf lobbying is a phony grassroots public affairs campaigns engineered by public
relations firms
■ Anyone who criticizes tobacco, alcohol, processed food, fatty food, soda pop,
pharmaceuticals, animal testing, overfishing, or pesticides is “likely to come under
attack from” the Center for Consumer Freedom

19. Public Relations Adapts to the Internet
Age
■ A company or organization’s website has become the home base of public relations
efforts
■ PR professionals also connect with the public through social media
■ Some PR firms have edited Wikipedia pages in order to paint their clients in a better
light
■ A growing number of companies also compensate bloggers to subtly promote their
products (especially “mom bloggers” who talk about household products)

20. Public Relations During a Crisis
■ One important duty of PR has been helping a corporation handle a public crisis or
tragedy, especially if the public assumes the company is at fault

21. TENSIONS BETWEEN
PUBLIC RELATIONS AND
THE PRESS

22. PR vs. Journalism
■ In 1932, StanleyWalker, a news editor, identified PR agents as “mass-minded molders,
fronts, mouthpieces, chiselers, moochers, and special assistants to the president”
■ Much of the antagonism is directed at PR professionals from journalists
■ Journalists perceive of PR people as a pseudo-profession created to distort the facts
that reporters work hard to gather
■ One of my oldest, crankiest journalism professors once asked:What is the difference
between a PR person and a journalist?

23. Elements of Professional Friction
■ PR firms often raid the ranks of reporters for new talent
■ PR needs journalists for publicity, and journalism needs PR for story ideas and access
■ PR firms have enabled journalists to become lazy

24. Undermining Facts and BlockingAccess
■ Journalism’s most prevalent criticism of public relations is that it works to counter the
truths reporters seek to bring to the public
■ Modern PR redefined and complicated the notion of what “facts” are
■ Journalists have also objected that PR professionals block press access to key business
leaders, political figures, and other newsworthy people
■ PR agents are now able to manipulate reporters by giving exclusives to journalists who
are likely to cast a story in a favorable light, or cutting out a journalist entirely if they
have been critical in the past

25. Promoting Publicity and Business as
News
■ PR agents help companies “promote as news what otherwise would have been
purchased in advertising”
■ If PR can secure news publicity for clients, the added credibility of a journalistic
context gives clients a status that the purchase of advertising cannot offer

26. Shaping the Image of Public Relations
■ Dealing with both a tainted past and journalism’s hostility has often preoccupied the
public relations profession, leading to the development of several image-enhancing
strategies…
■ PRSA has a code of ethics and monitors PR practices

27. AlternativeVoices
■ The practices of PR often remain invisible to the public, and are rarely the subject of
media reports or investigations
■ The Center for Media and Democracy is concerned about the invisibility of PR
practices and has sought to expose the hidden activities of large PR firms since 1993

28. Public Relations and Democracy
■ From the days of PR’s origins in the early 20th century, many people have been
skeptical of communications originating from public relations professionals
■ However, PR’s most significant impact may be on the political process, especially
when organizations hire spin doctors to favorably shape or reshape a candidate’s
image
■ Though public relations often provides political information and story ideas, the PR
profession bears only part of the responsibility for “spun” news