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  • PR: The practice of managing communication between an organization and its publics

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    Abidah Zulkifli
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    Public relations is the practice of managing communication between an organization and its publics. It has been used for thousands of years by ancient Greeks and figures like Ramses, Julius Caesar, and John McCain to influence public opinion. In the 17th century, the Catholic Church developed the concept of propaganda. Later, figures like Thomas Paine, Benjamin Franklin, P.T. Barnum used PR techniques to shape messaging. Ivy Lee established principles of truth, facts, and access to top management. Edward Bernays developed the idea of interpreting clients and public opinion for each other. While both aim to communicate information, PR differs from advertising in that it does not necessarily pay for placement and aims to avoid identifying sponsors.

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    public relation

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    PR

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    Public relations is the practice of managing communication between an organization and its publics. It has been used for thousands of years by ancient Greeks and figures like Ramses, Julius Caesar, and John McCain to influence public opinion. In the 17th century, the Catholic Church developed the concept of propaganda. Later, figures like Thomas Paine, Benjamin Franklin, P.T. Barnum used PR techniques to shape messaging. Ivy Lee established principles of truth, facts, and access to top management. Edward Bernays developed the idea of interpreting clients and public opinion for each other. While both aim to communicate information, PR differs from advertising in that it does not necessarily pay for placement and aims to avoid identifying sponsors.

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    21 views41 pages

    PR: The practice of managing communication between an organization and its publics

    Uploaded by

    Abidah Zulkifli
    Public relations is the practice of managing communication between an organization and its publics. It has been used for thousands of years by ancient Greeks and figures like Ramses, Julius Caesar, and John McCain to influence public opinion. In the 17th century, the Catholic Church developed the concept of propaganda. Later, figures like Thomas Paine, Benjamin Franklin, P.T. Barnum used PR techniques to shape messaging. Ivy Lee established principles of truth, facts, and access to top management. Edward Bernays developed the idea of interpreting clients and public opinion for each other. While both aim to communicate information, PR differs from advertising in that it does not necessarily pay for placement and aims to avoid identifying sponsors.

    Copyright:

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    of 41

    Public Relations

    What is PR?
    the

    practice of managing the communication between an organization and its publics That, of course, is the PR biz definition

    History of PR

    Ancient Greeks had a word for it: Sematikos: to signify or to mean Its how to get people to believe things and do things A pretty good definition of public relations This approach has been used for thousands of years

    Ramses at Kadesh

    Julius Caesar

    John McCain

    Caligula

    Claudius

    St. Augustine 394 CE

    Propaganda

    An invention of the Catholic Church 17th Century committee called Congregatio de Propaganda Fide

    The Congregation for Propagating the Faith

    Thomas Paine and The American Crisis

    Benjamin Franklin

    Franklin in France

    Negative effects of PR
    1720

    the South Seas Bubble 1720 the Mississippi Company

    P.T. Barnum

    Jumbo

    Tom Thumb

    William Seward

    Ivy Lee

    John D. Rockefeller

    Andrew Carnegie

    Lees PR Principles

    1. Tell the truth 2. Provide accurate facts 3. The public relations director must have access to top management and must be able to influence decisions

    Lees definition of PR
    Public

    relations means the actual relationship of the company to the people and that relationship involves more than talk. The company must act by performing good deeds.

    Edward Bernays

    Bernays Crystallizing Public Opinion


    To

    interpret the client to the public, which means promoting the client To interpret the public to the client, which means operating the company in such a way as to gain the approval of the public

    Other Bernays concepts

    1. Public relations is a public service 2. Public relations should promote new ideas and progress 3. Public relations should build a public conscience

    How PR is different from advertising

    Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. PR is also the nonpersonal communication of information

    nonpersonal communication of information

    PR is also the nonpersonal communication of information


    That information is slanted in favor of the client, just like advertising However, unlike advertising the information doesnt necessarily have to be substantiated

    usually paid for

    Advertising must pay for its placement in the media PR does its best not to pay for placement
    Writes news articles and feature stories called news releases promoting the client and tries to get them published Puts on staged publicity events in hopes the media will cover them

    about products, services or ideas

    PR can be about products, services or ideas Can also be about companies or people
    Entertainers Politicians Wanna bes

    Suleman and Gosselin

    identified sponsors

    Advertising has to identify the sponsor PR tries to avoid identifying whos paying for the output
    Leave it out Disguise it

    Crisis Management

    Exxon Valdez

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