Public Relations

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Public Relations
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Early Development in PR

• P.T. Barnum

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Early Development in PR

• Buffalo Bill

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• JUMBO

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• JUMBO IS PUBLICIZED

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• JUMBO DIES

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• Tufts Jumbo

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• U.S. RAILWAYS

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Early Development in PR

• Modern PR Agents
• Poison Ivy Lee had John D. Rockefeller as a
  client
• (Ivy Ledbetter Lee)

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Early Development in PR

• Modern PR Agents
• Standard Oil/Ludlow Colorado
• Terrible working conditions
• Ida Tarbell/Standard Oil/McClures
• Workers went on strike
• Ludlow massacre
• Poison Ivy Lee was hired to repair
  Rockefellers image
• Ivy Lee discovered he could shape facts to tell
  whatever he wanted to say, and people would
  believe him.
• Facts are malleable and can be interpreted

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• Ivy Lee would have probably shared the mantle of
  Father of Public Relations with Edward Bernays
  if he hadnt made the fatal career mistake of
  going to work with the Nazis, and then dying
  before he could clean up his own image.
• --John Stauber

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Early Development in PR

• Modern PR Agents
• Edward Bernays
• Freuds nephew
• Father of public relations

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Early Development in PR

• Bernays
• Worked for Government
• CBS (Option time)
• American tobacco industry
• Torches of freedom

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• Lucky Strikes
• Organized Green Ball
• Luncheon for fashion editors
• new green fashions for fall
• Convinced historians
• psychologists to talk about green
• Organized Color Fashion Bureau
• Wrote to interior decorators, department stores,
  art industry group about new trend (on green
  paper)
• Got dept. stores to display green dresses in
  windows
• Got an established gallery to feature a Green
  painting exhibition.

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• Green became the color
• of the 1934 season
• Ivory Soap soap carving contest
• United Fruit Company

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• United Fruitbanana republic
• Paid off governments/brutally exploited
  Guatemalans
• When reformist Gov. attempted to reign in United
  Fruits power, called in Bernays
• Bernays created a successful PR campaign that led
  to the CIAs overthrow of a democratically
  elected government

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• Pseudo-events -- the manufacturing of news

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The Practice of PR

• In 1988, the PRSA defined PR Public relations
  helps an organization and its publics adapt
  mutually to each other.

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• PRSA Ethics Code (in textbook)

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Survey in 2000 by PR Week

• Surveyed 1,705 PR professionals
• 25 admit to lying on the job
• 39 say they had exaggerated the truth
• 44 are uncertain of the ethics of a task they
  are required to perform
• 60 say their work has been compromised by being
  told to lie.

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The Practice of PR

• Major PR Agencies
• Weber Shandwick Worldwide (Interpublic)
• Fleishman-Hillard (Omnicom)
• Hill and Knowlton (WPP Group)
• Burson-Marsteller (WPP Group)
• Incepta (Incepta Group)
• Edelman PR Worldwide (Independent)
• Porter Novelli (Omnicom)
• Ketchum (Omnicom)
• GCI Group/APCO Worldwide (WPP Group)
• Ogilvy PR Worldwide (WPP Group)
• In-house Services

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• Ex. Ketchum
• According to the U.S. House Committee on
  Government Reform Minority Office, Ketchum
  received the following amounts per year, for
  federal PR contracts
• 1,692,000 in 1999
• 2,552,000 in 2000
• 3,657,000 in 2001
• 2,563,000 in 2002
• 31,163,457 in 2003
• 58,895,846 in 2004

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Doing Public Relations

• Six main functions
• Writing and editing
• press releases
• VNRs
• PSAs
• Internet materials
• brochures, etc.

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• Ketchum scandal on No Child Left Behind
• 700,000
• ? Did a rankings analysis to see which
  reporters covered the story (pos. or neg.)
• ? Produced a VNR supporting the law
• featured Education Secretary Rod Paige
• paid journalist/conservative columnist Armstrong
  Williams 241,000
• Narrated by fake reporter Karen Ryan (a PR pro)

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Doing Public Relations

• Six main functions
• Writing and editing
• Media Relations
• promote a client or organization by securing
  favorable news media coverage
• e.g. Heisman trophy

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Doing Public Relations

• Six main functions
• Writing and editing
• Media Relations
• Special Events
• pseudo-event refers to any circumstance created
  to obtain coverage in the media (publicity stunt)

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Doing Public Relations

• Six main functions
• Writing and editing
• Media Relations
• Special Events
• Research
• Research the way the company is perceived by the
  public
• Focus groups

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Doing Public Relations

• Six main functions
• Writing and editing
• Media Relations
• Special Events
• Research
• Community and consumer relations
• Create positive image for company
• Rockefeller and dimes
• e.g., American Express, Applebees

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• American Express
• Statue of Liberty Renovation
• Raised 1.7 million
• Spent 6 million promoting it
• Save Our Strength hunger campaign
• Applebees
• The Neighborhood Wall

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Doing Public Relations

• Six main functions
• Writing and editing
• Media Relations
• Special Events
• Research
• Community and consumer relations
• Government relations and lobbying

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• Organizations lobby against industry regulation
• EX
• NAB National Association of Broadcasters
• NRA
• Fast Food
• Automobile Industry
• Meatpacking industry

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• Astroturf Lobbying

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• Lobbying for entire governments
• e.g.
• Qorvis Saudi Arabia
• Burston Marsteller Indonesia, El Salvador,
  Nigeria
• Hill and Knowlton Kuwait

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• 1990Iraq invaded Kuwait
• Drum up American support
• congressional human right caucus
• girl testified about the horrors of Iraqi
  invasionbabies on bayonets
• She was the daughter of the Kuwaiti Ambassador
  (and lived in the U.S.)

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Tensions between PR and the Press

• Pay issues
• Undermining facts and blocking access (flack)
• Promoting publicity and business as news

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Social Responsibility

• Case of The Gap -- proactive transparency. May
  2004, releases first-ever corporate report on
  social responsibility.

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Cause-Related Marketing

• Case of Timberland
• Also American Express, Ford, Nike, Procter
  Gamble, Starbucks, and Target

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Crisis Management

• Bridgestone/Firestone and Ford, 2001
• Odwalla Fruit Juices, 1996
• Exxon 1989 Valdez oil spill
• Johnson Johnson, 1982 Tylenol poisoning