Public Relations Test 1 What is Public Relations Public Relations developing good will between the public and company It is made up of 1 Communication 2 Relationship 3 Managing Interpreter of what the management wants the public to know and what the public wants management to know We have trouble defining public relations because it is not that old and it is still defining itself Sometimes when people say public relations we really mean one of its functional parts Ex PR but we really mean press agent who represents celebrities athletes to get the public s attention on them Functional Parts of Public Relations Press Agentry Attention Ultimate press agent Barnum Barnum and Bailey Circus because of the lies he would tell to get peoples attention Publicity true facts motivation to participate Institutional Advertising Building advertising for whole industry Ex Got Milk1 for milk Public Affairs Government used term Ex Olivia pope Issues Management look out into the future for issues an organization will have to deal with Ex hand gun industry because some people are dying from them sell before this happens or Bush beer promote designated drivers and no drunk driving to protect themselves from being sued over drunk driving Lobbying political trying to pass defeat legislation Investor Relations PR people that take complicated financial sheets and turn it into English for the everyday people to decide if they want to buy stock or not Development fundraising Ex FSU people go out and give us money Quantifying PR X Y Z X something an individual or organization takes action Y public view on this action Z public opinion that results Perception is reality Ex white wall but the professor sees it as pink so the wall is pink or If people don t see the reason we see it as then it won t be good or Sea world saving animals but blackfish came out so everyone hated them or Gerber sent Africa baby food the label has a baby on it so they thought it was ground up babies Trends Affecting PR Growth of big institutions Toffler wrote a book the third wave where he states history is divided into 3 ages agriculture manufacturing and information Heightened public awareness and media sophistication by having information 60 of jobs have something to do with information and communication Increasing incidence of societal change conflict and confrontation Ex Berlin wall being torn down Globalization and the growing power of global media public opinion and capitalism Didn t need PR till taught the USSR because the government controlled everything Dominance of the internet and growth of social media Didn t change PR completely it became a tool for them to use to get information Something in the future will replace social media and become a tool of PR as well Have to have social medial and research behind PR Ancient Examples of PR Mesopotamia Agricultural parchment on crops oldest document found about how to grow crops in Greek sophists on political candidates and issues early lobbyists Julius Caesar s Commentaries on the Gallic Wars He wanted to conquer the world and needed money from Rome so he wrote back promoting what he was doing Magna Carta model used to make the constitution Catholic College of Propaganda created a speakers burrow to increase followers and gain more money Revolutionary War Era Slogans to foster participation Ex colonists did these things as PR no taxation without representation New Army Strong or click it or ticket Symbols Ex revolutionary war symbol was the liberty tree Today nike swoosh or mcdonalds arches First to press tell your story first and make the other side react to it Ex Boston Massacre key word in reality we were harassing the British and they killed 4 colonists Staged PR events Ex Boston Tea Party call attention to kings tax by dumping it in the harbor Organizations for action mobilize people to take a stand and make a difference Ex PETA releasing monkeys with aids spiking trees which kill people who are going to cut them down Publications Ex Common sense by Thomas Pain or Animal Farm Fundraising Harvard was the first university engaged in fundraising by private funding Ex Dance Marathon Philanthropies Post Revolution History s Finest PR Job federalist papers which led to the constitution strong bond Creation of Events Ex Andrew Jackson hired Amus Kendel to help recreate his image Press Agentry Ex Barnum and Bailey Circus promotion of lies Modern Political Campaigning People running for president use to not campaign they were chosen by party then elected Then presidents started actively campaigning by traveling and giving speeches to citizens Ex started with McKennly with a stump speech First Corporate PR Formed by Gerorge Westernlyhouse they fostered and maintained PR between business and suppliers Early 1900 s The Muckrakers raking horse poop Spoke out about the bad conditions Clair Upton Sinclair Farbell to expose industries of America which lead to unions wanting to improve the conditions PR as we know it today started First PR Firm PR Journal founded How to do PR by Rex Harlow A periodical of case studies on PR AT T Theodore Vail President of American Telephone Vail said exist to serve and we exist because are sanctioned and we do stuff for the public revolutionary approach Ivy Lee Father of Modern PR Newspaper Editor 1906 Pennsylvania Railroad Strike 1914 Colorado Fuel and Iron Strike John D Rockefellas Colorado Fuel Mining unions wanted to stop this so John called people into stop them He then hired Ivy Lee to tell his side of the story Declaration of Principles Lee is here to help you use facts and make your story known Sidenote towards the end of his career he was called poison ivy because he worked for a German war armor company World War I George Creel Committee on Public Information report on news from WW1 foster and maintain support or government ideas and views on the war Mobilize support to get people to join and get drafted Four Minute men Get the word out quickly by these men who were employed by the government to tell the news Europe Washington minute men then they preach to their town what happened in Europe The 1920 s Arthur Page AT T corporate VP of American Telephone and telegraph Genius at corporate communication He notioned that we exist for the service of customers Alice Beeman first woman to head an association C A S E council for advancement and social education Edward L Bernays Wrote the first textbook Crystallizing Public Opinion Priniciples are as
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