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WHAT IS PR?
Transcript of WHAT IS PR?
“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” --PRSA.org 2014
“A management function, which tabulates public attitudes, defines the policies, procedures and interests of an organization...followed by executing a program of action to earn public understanding and acceptance." --Edward Bernays, the father of PR
"The art and social science of analyzing trends, predicting their consequences, counseling organizational leaders and implementing planned programs of action, which will serve both the organization and the public interest.” --August 1978, World Assembly of Public Relations Associations
"Public relations helps an organization
and its publics adapt mutually to each other." --PRSA1982
WHO NEEDS PR?
PUBLIC RELATIONS AND ADVERTISING ARE THE SAME THING... OR ARE THEY?
PR uses intermediaries
PR is messy - advertising is controlled
PR is personal
PR builds credibility
PR is built on relationships (so you have to build those first
PR is opportunistic
PR is NOT free advertising (many clients will try to tell you that..
PR techniques for Dummies
Attending events and speaking
Social Media Marketing
PR vs ADVERTISING
Both seek to increase a company's bottom line or bring funds to a non-profit organization
Both seek to maintain and increase reputation of the company, non-profit organization, person (celebrity or politician)
Methods through which these tasks are achieved
PR seeks to create or enhance a relationship
Advertising - pays for exposure
Effect on the public
PR through relationships has a better chance of creating a natural connection to the public
Advertising, while memorable, is removed from the public and may be perceived as phony
PR uses less funds to deliver a message, while Advertising may cost a lot.
History of PR/ Edward Bernays
In 1928 “the father of public relations,” published his seminal work, Propaganda, in which he argued that public relations is not a gimmick but a necessity:
The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country. We are governed, our minds are molded, our tastes formed, and our ideas suggested, largely by men we have never heard of…. It is they who pull the wires that control the public mind."
Bernays’ publicity campaigns were the stuff of legend. To overcome “sales resistance” to cigarette smoking among women, Bernays staged a demonstration at the 1929 Easter parade, having fashionable young women flaunt their “torches of freedom.”
He promoted Lucky Strikes by convincing women that the forest green hue of the cigarette pack was among the most fashionable of colors. The success of this effort was manifested in innumerable window displays and fashion shows.
In the 1930s, he promoted cigarettes as both soothing to the throat and slimming to the waistline. But at home, Bernays was attempting to persuade his wife to kick the habit. When would find a pack of her Parliaments in their home, he would snap every one of them in half and throw them in the toilet. While promoting cigarettes as soothing and slimming, Bernays, it seems, was aware of some of the early studies linking smoking to cancer.
How did social media change PR
1. The traditional press release is no more.
2. Thought leadership - a growing PR budget priority.
like Gary Vaynerchuk
3. Content amplification: (even more) critical.
4. Negative brand advocates: prevent them through content. "Hug your Haters" by Jay Baer
5. Online reputation management (full time position).
6. True influence will win over number of followers.
7. Use of paid promotion and social ads continues to rise.
Inspirational TED talks
for PR professionals