10 Fall 2007 Public Relations, Ch. 12-1

10 Fall 2007 Public Relations, Ch. 12-1 - Public Relations...

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Public Relations Public Relations
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What is Public Relations? What is Public Relations? All actions taken to: get information to an audience persuade an audience
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How does PR differ from How does PR differ from advertising? advertising? Public relations tries to get positive media publicity no cost promote a company or individual goal: get news media to use its message as news Advertising publicity that a company or an individual buys Which is easier to control? public relations professionals may utilize advertising as one of their methods
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Goals of Public Relations Goals of Public Relations Shape image of: politician celebrity agency organization corporation Repair image of : politician celebrity agency organization corporation
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PR Work Can Include: PR Work Can Include: Publicity Communication Public affairs Issues management Government relations Financial PR Community relations Industry relations Minority relations Advertising Promotion Media relations Propaganda
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PR Work (cont’d) PR Work (cont’d) Produce employee newsletters Manage client trade shows, conferences Conduct historical tours Appear on news programs Organize damage control after negative publicity
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What is Publicity? What is Publicity? Messages that spread information about a person, corporation, issue or policy Can be GOOD or BAD. What might a company do to counter bad publicity? Tylenol crisis, one of best examples of PR strategy Exxon Valdez oil spill, one of worst examples of PR strategy How well did Virginia Tech manage mass shootings?
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Kraft Foods Responds to Bad Kraft Foods Responds to Bad Publicity Publicity Criticized for: producing processed, fatty foods contributing to rising obesity rates Its response: launched healthy food education campaign created free monthly magazine with healthy recipes using Kraft products developed cable show promoting healthy living healthy recipes Kraft foods
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Blue Jeans Industry Blue Jeans Industry Blue jeans got “bad boy” image in mid-1950s: worn by teen-aged rebel in a movie Associated with juvenile delinquency Mothers didn’t want children to wear banned in some schools Denim industry developed PR campaign remade jeans as casual fashion for women No longer just work clothes for men, play clothes for children Outfitted members of Peace Corps service organization in jeans Jeans now associated with hard-working young volunteers Turned around image of blue jeans
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History of Public Relations History of Public Relations First public relations agents were theatrical press agents: got publicity for client through media exposure staged stunts for newspapers used by Daniel Boone, Davy Crockett to promote selves as legends of the frontier
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P.T. Barnum
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This note was uploaded on 04/16/2008 for the course MCOM 101 taught by Professor Turowski during the Fall '06 term at Towson.

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10 Fall 2007 Public Relations, Ch. 12-1 - Public Relations...

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