Professional Documents
Culture Documents
Ivy Lee is best known for his services to Standard Oil and its founder John D.
Rockefeller. But those who are familiar with PR history know him better for
introducing the term “public relations” and for pioneering the modern press release
although he mainly used it as a one-way propaganda for his clients.
Edward Bernays refined Lee’s press release as a PR tool but he also contributed a
lot to the development of the theory of PR. He is said to be influenced greatly by his
uncle and professor Siegmund Freud in his concepts of PR. Bernays has written
several books on PR, of which are best known “Crystallizing Public Opinion”,
“Propaganda” and “The Engineering of Consent”. In his works, Bernays argued that
PR is an applied social science which manages and manipulates the public opinion
by the use of sociology, mass psychology and similar disciplines.
PR and Propaganda
Although Lee, Bernays and other PR pioneers such as Carl Byoir and John W. Hill
played an important role in modern PR, they were also responsible for the
profession’s close association with propaganda by the public. As a result, their
successors did not have an easy job in changing the profession’s “bad” reputation
and even today, PR is sometimes equated with propaganda.
By helping create and maintain a good reputation in the public, PR specialists and
firms play an important role in the overall success of their clients. For example, an
effective presentation of the products/service significantly increases the sales by
presenting them in a consumer-attractive way. Politicians, on the other hand, can
count on support of their voters only if they have a good reputation.
Working as a PR Specialist
Career as a PR specialist can be very rewarding. More and more organisations and
businesses are aware that their public image has a major influence on their overall
success. As a result, PR specialists are increasingly sought after regardless of the
economic situation.
Although formal education is highly important, PR firms and organisations that are
looking for PR specialists, however, also look for exceptional communication skills
which are not easily acquired. In order to represent their clients in the best manner,
a PR specialist must have strong verbal and writing communication skills as well as
to be able to work under pressure.
What are the Salaries of PR Specialists
Salaries of PR specialists vary greatly but in average, they earn about £40,000 a
year. Entry-level PR specialist earn slightly less, while those who have already
proven themselves in the field of public relations earn as much as double of the
average. The very top PR specialists whose services are highly sought after usually
earn six-figure salaries but they account only for a fraction of PR specialists.
PR Vs Advertising
PR and advertising often go hand in hand but they are two completely different
things with a completely different goal and overall effect. While advertising is
exclusively focused on promotion of products or services with an aim to encourage
target audience to buy, PR is specialised in communication with the public and
media.
But given that press releases and other PR tools to attract publicity usually achieve
a greater impact on the target audience, there is no need for repetition of the same
stories over and over again to attract attention of the public like this is usually the
case with adds. In addition, an article or TV cover of purely informative nature is
more likely to led the target audience believe the content of the adds. As a result,
PR campaigns often precede or/and accompany marketing campaigns or are an
integral part of advertising strategy.
“Damage Control”
Besides attracting public attention and helping establish a good reputation which
directly influences the sales, PR specialists also play an important role in the times
of crisis. Imagine that an angry employee or the competition starts to spread
unpleasant rumours about your company. The public does not know the story
behind and if you do not react, they may think that the rumours are true. And even
if they find it hard to believe, they will remember that they have heard something
bad about your company.
Now imagine the consumers choosing between a brand from which they have heard
only the best and your company. Most of them will not take any chances and
choose more respected company instead. And you cannot really blame them
because you would probably do the same if you were in their shoes. Therefore it is
not a good idea to leave the public wondering about the truth whatever it is and this
is where a PR specialist steps in.
In the times of crisis like the situation described above, you need someone who
reacts quickly and efficiently to at least minimise the damage. And that someone
can only be a person who can think and act fast under pressure as well as
communicate well with the public and media – a PR specialist.
Utilising PR Services
Large firms typically have their own PR departments. This is without a doubt the
best way to utilise PR services because the PR specialists can focus on your needs
alone. Having own PR department and keep full time PR specialists, however, is
usually too expensive for small to medium sized companies. In order to benefit
from PR services without jeopardising their budget, small to medium sized
companies can hire a PR firm or freelance PR specialist for a limited time and job.
The Internet has given just about everyone the ability to share their opinion just
about everything with the entire world in a matter of seconds. The ability to reach
thousands or millions of people in virtually no time gave PR specialists a powerful
tool but it also made their jobs more difficult, especially in case of an attack on
integrity of their clients. Just imagine restoring the client’s reputation if the first
page of search engine results contains mainly compromising or damaging content.
The Internet has a major influence on people’s opinion and the decisions they make,
especially when they are uncertain. For example, let’s say Joe has difficulties
deciding which anti-acne cream to choose. He will open his search engine and look
for information about the creams he is considering buying. He will most likely take
into account a variety of factors including the price and other people’s opinions but
his decision will also be influenced greatly by the information he will be able to
receive about a particular product. And if he finds little information about how the
product is supposed to work, how soon he will be able to see the results, etc. there is
a great chance that he will not buy that product.
In order to encourage Joe to at least consider buying your cream, he needs to be
provided accurate, trustworthy and up-to-date information about both the product
and your company. And this can be achieved only through an effective Internet PR.
Reputation. Obviously, you need someone who knows their job inside and
out if you want to benefit from PR. So take some time for research on
particular firms and specialists to see who are their clients and what do they
say about the quality of their services.
Experience and expertise. The more experienced the PR personnel the better.
But established PR specialists are typically also considerably more expensive
than those at the entry-level who are not necessarily any less effective than
their experienced colleagues. In order to prove themselves and create a good
reputation, they often work twice as hard as their famous counterparts and as a
result, they often bring excellent results. Hiring non-established PR specialist,
however, can be a gamble which is why you should ask yourself if you are
willing to take the chance, or better yet if you can afford to take the chance.
Specialisation. Many PR firms are specialised in particular fields of PR.
While some focus on financial PR and communication with potential
investors, stockholders, etc., the others specialise in consumer PR which is
focused on presentation of new products/services to the target customer
audience. You are therefore recommended to determine your PR needs before
you start looking for PR services.
Cost. PR services do not come cheap and most businesses cannot afford to
hire the best PR firms and specialists. Watching for the cost of the services is
of course highly important but it is a good idea not to try to get too much for
too little. PR firms and specialist in the most favourable price ranges are
forced to work for multiple clients at a time which in turn may compromise
the quality of their service.