Slide 1
Joseph R. Dominick
University of Georgia--Athens
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 2
Part III
Specific Media
Professions
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 3
Chapter 13
Chapter Outline
Public Relations
Case Study – Qorvis and Saudi Arabia
Defining Public Relations
A Short History of Public Relations
Organization of the Public Relations Industry
Departments and Staff
The Public Relations Program
Economics
PR Online
Public Relations Careers
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 4
Case Study – Qorvis and Saudi Arabia
 Saudi Arabia home to 15 of 19 attackers on 9/11
 Saudi Arabia hired Qorvis for spin control
 $200,000/month retainer
 $20M ad campaign: TV, radio, print
 Interviews of Saudi diplomat Adel Al-Jubeir
 Result? American opinion worsened
 Attention brought out other negative stories
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 5
Defining Public Relations
Public relations is the art and social science of
analyzing trends, predicting their
consequences, counseling organization
leaders, and implementing planned programs
of action which serve both the organization’s
and the public’s interests.
--- World Assembly of Public Relations
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 6
Defining Public Relations
 PR compared with Advertising
Both persuade
Both use mass media
Advertising is a marketing function
Public relations is a management function
Advertising does not use interpersonal communication
Public relations uses every communication form
Advertising is sponsored (paid for)
Public relations messages are usually free
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 7
Defining Public Relations
 Common practices that are not public relations:
Press agentry
– staging media events to attract public attention
Publicity
– attempting to place favorable stories in the media
Extensive publicity and bad public relations???
It’s possible!
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 8
Defining Public Relations
 What PR people actually do:
Work with public opinion
Explain their organization to various publics
Listen to the publics
Work with top management to achieve goals
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 9
A Short History of Public Relations
 American Revolution
Boston Tea Party
Liberty Tree
Samuel Adams, Thomas Paine, Abigail Adams,
Benjamin Franklin
 Industrial Revolution
Initially public completely disregarded
Muckraking exposés
Prototypical press agents
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 10
A Short History of Public Relations
 Ivy Lee
Press representative for anthracite coal
mine operators and Pennsylvania RR
(late 1900s)
Declaration of Principles
The “humanizing” of business
 Woodrow Wilson’s Creel Committee
PR tactics in WW I
“Save food”; “Buy war bonds”
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 11
A Short History of Public Relations
 Edward Bernays, Crystallizing Public Opinion,
first book on public relations (1923)
 Carl Byoir opens PR agency (1930)
 Franklin Roosevelt’s radio “fireside talks”
Depression
New Deal reform program
 WW II – creation of Office of War Information
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 12
A Short History of Public Relations
 Growth in Public Relations late 20th Century
Some companies acknowledge social responsibilities
Consumerism forces organizations to pay attention
Organizational complexity necessitates PR department
Public is more complex
Population growth
Workplace specialization
Job mobility
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 13
A Short History of Public Relations
 Public Relations late 20th Century
“Era of Public Relations”
19,000 (1950)  300,000 (2003)
Public Relations Society of America (1947)
Code of Standards (1954)
Public Relations Student Society of America (1967)
US military operations in Iraq and embedded reporters
Enron, Arthur Anderson
One of fastest growing professions in USA
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 14
Organization of the Public Relations
Industry
 Internal PR Department
More in-depth knowledge about the company
Assigned or reassigned on short notice
Less costly
 External PR Agencies
Fresh, objective viewpoints
More services
Purchasable prestige
May cause morale problems in company
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 15
Organization of the Public Relations
Industry
Areas of Public Relations Practice
Business
Entertainment and sports
Government
International PR
Education
Investor relations
Hospitals
Politics
Nonprofit organizations
Crisis management
Professional associations
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 16
Departments and Staff
 Internal PR Departments
 No two are identical
 PR director always reports directly to top
management
 Three main divisions
1) Corporate communications (internal publics)
2) Community relations (external publics)
3) Press relations (news media)
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 17
Departments and Staff
 External PR Departments
 More complex
 Five typical main divisions
1)
2)
3)
4)
5)
Creative services – press releases
Research – surveys, focus groups
Publicity and marketing – merchandising, promotions
Accounts – relations with clients
Administration – business aspects of the department
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 18
The Public Relations Program
The Four Steps of a Typical PR Program
Step
Step
StepThree
Four
One
Two

Evaluation

Communication

Planning
Example:
An
automobile
manufacturing
plant
is

Information
Gathering
How
much
will
the
company
save?
“How
well
did
it
work?”
Organization
is the source of the communication
Strategic
closing
soon
ingeneral
Cartown,
Midwest
USAmedia
Works
with
MBO
techniques
– measurable
goals
Organizational
records,
books,
journals
Long
term,
goals
How
many
workers
will
be
transferred?
PR
requires
thorough
knowledge
of mass
make
measurement
of success possible
Formed
by
top
management
Letters,
email,
interviews
Challenge:
Communicate
this
to thealso
people
of
Personal
communication
channels
necessary
What
about
the
empty
buildings?
Measure
Tacticalaccomplishment of tasks as well as
Formal
research
techniques
Cartown
Example:
news
conferences,
ads, news releases,
achievement
of
desired
effect
More
specific,
often
short
term
Will the people believe the company?
public
meetings
(external
publics)
Program-specific
questions:
Tasks
that achieve
the #strategic
goalsdelivered
Simple
measurements:
brochures
How
will
affect
the
company’s
other
operations?
Example:
bulletin
boards,
newsletters,
speeches,
Management by Objective
Complex measurements: shift of perception
letters,
memos
(internal
publics)
“Inform
>50%
of
Cartown
about
reasons
fortomove”
Example: Change in customer
loyalty
due
move
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 19
Economics
$ Weak economy  revenues decline 2001+
$ Top 50 USA PR firms: $2B in fee income in 2002
$ Industry domination: giants owned by ad agencies
$ (Porter-Novelli, Fleishman-Hillard) of Omnicom
$ (Hill & Knowlton, Burson-Marsteller) of WPP
$ Independents
$ Edelman PR Worldwide
$ Ruder Finn
$ Fees: fixed, retainer, hourly rate, time+
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 20
PR Online
 Email used for press releases and communications
 Internet used to distribute info to the media
 PR Newswire
 Corporate website now first line of communication
with: consumers, shareholders, reporters
 Crisis management uses corporate website
Example: www.saudinf.com
 Online corporate pressroom
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.
Slide 21
Public Relations Careers
 Internships at various firms, or in the media
 Writing and communication skills very
important
 Business, law, public opinion research, social
sciences are useful
 Editing, writing, speech-making, media
production
© 2005 The McGraw-Hill Companies, Inc. All rights reserved.