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Public Relations

Early Development in PR
P.T. Barnum


Early Development in PR
Buffalo Bill










JUMBO










JUMBO IS PUBLICIZED











JUMBO DIES
























JUMBO LIVES ON THROUGH PUBLICITY
















Tufts
Jumbo








U.S. RAILWAYS
Early Development in PR
Modern PR Agents

Poison Ivy Lee had John D. Rockefeller as a
client








(Ivy Ledbetter Lee)


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








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
Early Development in PR
Modern PR Agents

Edward Bernays
Freuds nephew
Father of public relations












Early Development in PR
Bernays
Worked for Government
CBS (Option time)
American tobacco industry
Torches of freedom












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.


Green became the color
of the 1934 season

Ivory Soap: soap carving contest
United Fruit Company
United Fruit=banana 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

Pseudo-events -- the manufacturing of
news
The Practice of PR
In 1988, the PRSA defined PR: Public
relations helps an organization and
its publics adapt mutually to each
other.
PRSA Ethics Code (in textbook)
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.

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
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
Doing Public Relations
Six main functions
1. Writing and editing
press releases
VNRs
PSAs
Internet materials
brochures, etc.

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)


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


Doing Public Relations
Six main functions
1. Writing and editing
2. Media Relations
3. Special Events
pseudo-event refers to any circumstance
created to obtain coverage in the media
(publicity stunt)



Doing Public Relations
Six main functions
1. Writing and editing
2. Media Relations
3. Special Events
4. Research
Research the way the company is perceived by
the public
Focus groups


Doing Public Relations
Six main functions
1. Writing and editing
2. Media Relations
3. Special Events
4. Research
5. Community and consumer relations
Create positive image for company
Rockefeller and dimes
e.g., American Express, Applebees
American Express
Statue of Liberty Renovation
Raised $1.7 million
Spent $6 million promoting it
Save Our Strength hunger campaign
Applebees
The Neighborhood Wall
Doing Public Relations
Six main functions
1. Writing and editing
2. Media Relations
3. Special Events
4. Research
5. Community and consumer relations
6. Government relations and lobbying

Organizations lobby against industry
regulation

EX:
NAB: National Association of Broadcasters
NRA
Fast Food
Automobile Industry
Meatpacking industry

Astroturf Lobbying
Lobbying for entire governments
e.g.:
Qorvis: Saudi Arabia
Burston Marsteller: Indonesia, El
Salvador, Nigeria
Hill and Knowlton: Kuwait
1990:Iraq 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.)
Tensions between PR and the
Press
Pay issues
Undermining facts and blocking access
(flack)
Promoting publicity and business as
news
Social Responsibility
Case of The Gap -- proactive
transparency. May 2004, releases first-
ever corporate report on social
responsibility.

Cause-Related Marketing
Case of Timberland
Also American Express, Ford, Nike,
Procter & Gamble, Starbucks, and
Target
Crisis Management
Bridgestone/Firestone and Ford, 2001
Odwalla Fruit Juices, 1996
Exxon 1989 Valdez oil spill
Johnson & Johnson, 1982 Tylenol
poisoning

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