Reputation Management

Part I: Evolution

Chapter 1: Defining Public Relations

Learning Objectives

To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century.

To explore the various publics of public relations, as well as the field’s most prominent functions.

To underscore the ethical nature of the field and to reject the notion that public relations practitioners are employed in the practice of “spin.”

To examine the requisites – both technical and attitudinal – that constitute an effective public relations professional.

Opening Example: Bin Laden’s Public Relations Concerns

Improve news media coverage

The accuracy of his place in history

Al Qaeda’s image (contemplated name change with religious ring)

Al Qaeda attacks on Muslims in Muslim countries

Learning Objective 1

To define the practice of public relations and underscore its importance as a valuable and powerful societal force in the 21st century.

Prominence of Public Relations

Social media and public relations have revolutionized the way organizations/individuals communications with their publics around world.

Example: “Arab Spring” of 2011 – demonstrations, PR messages on social media – brought down rulers from Tunisia, Egypt, Libya, Yemen – Combined, organized, communicate – awareness

Figure 1-2 (Photo: ZUMA Press/Newscom)

Prominence of Public Relations

Multibillion-dollar business in the United States

320,000 professionals; 21% employment growth expected from 2010 to 2012

International Public Relations Association – strong membership in 80+ countries

250 U.S. colleges and universities offer public relations sequence/degree

U.S. government has thousands of communications professionals

Trade associations have strong membership

Prominence of Public Relations

Ownership: Media Conglomerates – Omnicom, The Interpublic Group and WWP Group;

Typical PR Agency revenue less than $1Million

21st Century – nonprofits, government, religious institutions, sports teams, arts, etc. must tell their stories, so business will thrive.

PR people write books, appear on TV, and are quoted –

Other fields that encroach PR – lawyers, marketers, general managers, – want management access.

What is Public Relations?

PRSA’s 2012 definition

“Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics”

What is Public Relations?

Seitel’s definition

“Public relations is a planned process to influence public opinion, through sound character and proper performance, based on mutually satisfactory two-way communication.”

What is Public Relations?

Edward Bernays – 1923 to describe his practice –

Information given to the public, persuasion directed at the public to modify attitudes and actions, and efforts to integrate attitudes and actions of an institution with its publics and of publics with those of that institution.”

What is Public Relations?

Foundation for Public Relations Research and Educations – 1975 conducted a study 472 definitions – 88 words

“Public relations is a distinctive management function which helps establish and maintain mutual lines of communications, understanding, acceptance, and cooperation between an organization and its publics; involves the management of problems or issues; helps management to keep informed on and responsive to public opinion; defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively utilize change, serving as an early warning system to help anticipate trends; and uses research and sound and ethical communication techniques as its principal tools.”

What is Public Relations?

Research, planning, communications dialogue, and evaluation, are all essential in the practice of public relations;

Key – no matter which definition – to be successful, PR professional must always engage in a planned and ethical process to influence the attitudes and actions of their target audiences.

Planned Process to Influence Public Opinion

John Marston’s R-A-C-E

Research-Action-Communication-Evaluation

PR = Performance Recognition

Sheila Crifasi’s R-O-S-I-E

Research-Objectives-Strategies-Implementation-Evaluation

R-P-I-E

Research-Planning-Implementation-Evaluation

What do the models have in common? How do they differ?

Management and Action

Planned Process to Influence Public Opinion

Melvin Sharpe’s Five Principles – PR Process

Honest communication (credibility)

Openness and consistency of actions (confidence)

Fairness of actions (reciprocity and goodwill)

Continuous two-way communication (prevent alienation, build relationships)

Environmental research and evaluation (determine actions or adjustments needed for social harmony)

Janice Sherline – Jenny’s description: “the management of communications between an organization and… its publics”

Public Relations as Management Interpreter

Every organization has public relations

Public relations professionals:

Interpret philosophies, policies, programs, practices of management to public

Convey attitudes of public to management

Counsel Management

Advise Management

Recommend Action

Public Relations as Public Interpreter

Learn about what public really thinks

Let management know

Examples:

GM’s Corvair, Ralph Nader unsafe at any speed

Mobil Oil in the 1970’s – gas/oil prices – purchases Montgomery Ward store

Hurricane Katrina – Bush didn’t respond quickly

PR Ethics Mini-Case: Firing the Nazi in the House of Dior

John Galliano asked to leave Dior after anti-Semitic remarks hurt firm credibility (Page 10)

What other options did Dior have beyond firing Galliano?

Do you agree with the categorical decision made by the House of Dior?

Figure 1-4 (Photo: MAYA VIDON/EPA/Newscom)

Can you think of a recent case in which an organization was not correctly interpreting public views? What were the consequences?

Now it’s your turn……

Learning Objective 2

To explore the various publics of public relations, as well as the field’s most prominent functions.

The Publics of Public Relations

Public relations should be publics relations

Internal and external

Primary, secondary and marginal

Traditional and future

Proponents, opponents and uncommitted

The Functions of Public Relations

Writing

Media relations

Social media interface

Planning

Counseling

Researching

Publicity

Marketing communications

Community relations

Consumer relations

Employee relations

Government affairs

Investor relations

Special publics relations

Public affairs and issues

Crisis communications

Learning Objective 2 Discussion Question

If you were the public relations director of a non-profit organization, whom would you consider your most important “publics” to be?

Learning Objective 3

To underscore the ethical nature of the field and to reject the notion that public relations practitioners are employed in the practice of “spin.”

The Sin of Spin

Spin ≠ Public Relations

Mild: Interpret issue to sway public opinion (e.g. positive slant on negative story)

Virulent: Confusing, distorting, or obfuscating the issue or Lying

Antithetical to proper practice of Public Relations

Public relations cardinal rule: Never, ever lie.

Learning Objective 3 Discussion Question

How do professional public relations people regard the aspect of “spin” as part of what they do?

Learning Objective 4

To examine the requisites – both technical and attitudinal – that constitute an effective public relations professional.

Seven Areas  Successful PR Career

Diversity of experience

Performance

Communications skills

Relationship building

Proactivity and passion

Teamliness

Intangibles, such as personality, likeability, and chemistry

Desired Technical Skills

Knowledge of the field.

Communications knowledge.

Technological knowledge.

Current events knowledge.

Business knowledge.

Management knowledge.

Desired Attitudinal Requisites

Pro communications.

Advocacy.

Counseling orientation.

Ethics.

Willingness to take risks.

Positive outlook.

Learning Objective 4 Discussion Question

What are the technical and attitudinal requisites most important for public relations success?

Case Study: BP’s Loose Lips Sink Credibility Ship

Page 18

How would you assess BP’s response to the Gulf of Mexico oil spill?

How could BP have prevented the damage done by its CEO spokesperson?

Had you been advising Hayward, what would you have suggested he say in response to the questions he was asked?

Figure 1-6 (Photo: Newscom)

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