Chapter 11 "Public Relations"

1. Chapter 11
Public Relations

2. The art of life lies in a constant
readjustment to our surroundings.
Kakuzo Okahiwa

3. II. Introduction
A. Public Relations are Necessary
for Maintaining Good Relationships
B. Timeline
C. Public Relations May Have
Major Influences

4. II. Defining Public Relations
A. Nonprofits and Public Relations
B. Public Relations' Reputation
1. Public affairs, corporate affairs
2. Flacks and astroturf
3. PR and public opinion (MADD)

5. III. A Short History Of Public
Relations
A. Early Public Relations
1. 1800 B.C. Babylon
2. Julius Caesar
3. Boston Tea Party
4. The Federalist Papers

6. B. The Propaganda - Publicity Stage
1. First press secretary in 1833
2. 1896 presidential campaign
3. Westinghouse creates a
corporate department
4. Ivy Lee's influence

7. C. Early Two-Way Communication
1. World War I
2. Edward Bernays' impact
3. Franklin Roosevelt's media use
4. Gallup and Roper polling
5. Public Relations Society of
America

8. D. Advanced Two-Way
Communication
1. Greater scrutiny by media
2. Federal Regulation of
Lobbying Act in 1946
3. PRSA’s Code of Ethics in 1954

9. 4. Accreditation Program in 1962
5. Ad agencies add public
relations departments

10. E. Shaping the Character of
Public Relations
1. Advances in technology
2. Growth of the middle class
3. Growth of organizations
4. Better research tools
5. Professionalism

11. IV. Public Relations And Its
Audiences
A. Employees
B. Stockholders
C. Communities
D. Media

12. E. Government
F. Investment Community
G. Customers

13. V. Scope And Structure Of The
Public Relations Industry
A. Introduction
1. Employment
2. Billing
a. hourly rate or monthly
b. fixed-fee arrangements

14. B. Public Relations Activities
1. Community relations
2. Counseling
3. Development/fund-raising
4. Employee/member relations
5. Financial relations

15. 6. Government affairs (lobbying)
7. Industry relations
8. Issues management
9. Media relations

16. 10. Marketing communication
a. advertising creation
b. packaging
c. trade show presentations
d. special events

17. 11. Minority relations/
multicultural affairs
12. Public affairs
13. Special events and public
participation
14. Research

18. C. Public Relations’ Management
Function
1. Anticipate, analyze, and
interpret
2. Counsel organizations
3. Research and evaluate

19. 4. Plan and implement
5. Manage resources
D. Protecting a Company’s Name
1. Internet capabilities
2. Are we seeing an end to ‘spin’?

20. E. Organization of a Public
Relations Operation
1. Executive
2. Account executives
3. Creative specialists
4. Media specialists

21. 5. Research (focus groups)
6. Government relations
7. Financial services

22. VI. Trends And Convergence In
Public Relations
A. Globalization, Concentration,
and Specialization
1. Globalization

23. 2. Specialization
a. issues orientation
b. health care and
pharmaceuticals

24. B. Convergence
1. Video news releases (VNR)
2. Integrated marketing
communications (IMC)
3. Internet monitoring

25. C. Smartphones, Tablets, and
Social Networking Sites
1. Press releases’ demise
2. Mobile technology and
social networking

26. D. Trust in Public Relations
1. Research shows mistrust
2. PR professionals outnumber
journalists
3. PR professionals earnings
4. “transparentists”

27. VII. Recognizing Video News
Releases
1. Look Like News Reports
2. News Reporter Voice Style
3. Voice-Over May be Deleted

28. 4. Accompanied by a Script
5. Includes Titles and Graphics

30. Character – the willingness to accept
responsibility for one’s own life –
is the source from which self-respect
springs.
Joan Didion, writer