THE MEDIA OF MASS COMMUNICATION 11 th Edition John Vivian

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1 THE MEDIA OF MASS COMMUNICATION 11 th Edition John Vivian PowerPoint Prepared by Amy M. Carwile Texas A&M University at Texarkana This multimedia product and its contents are protected under copyright law. The following are prohibited by law: -any public performance or display, including transmission of any image over a network; -preparation of any derivative work, including the extraction, in whole or in part, of any images; -any rental, lease, or lending of the program.

2 Chapter 10: Public Relations Thematic Chapter Overview Media Economics Media & Democracy Elitism & Populism Media Future Audience Fragmentation Media Technology

3 Public Relations Scope Public Relations Industry Edelman $262.9 million in revenue/1,711 employees The Work of Public Relations Dialogic Public Relations Mutuality Propinquity Empathy Risk Commitment

4 What differentiates the role of audience in public relations from most other mass communication? How could dialogic theory improve the practice of public relations?

5 Public Relations in Context Public Relations in Advertising Separate Purpose Different Means Management Role Media Time and Space Public Relations in News Significance of News Releases Ethics and News Releases

6 Look for examples of mass media messages that show how public relations and advertising seek to move people but do it differently and for different purposes. What similarities and differences do you observe? Evaluate the effectiveness of these two approaches and determine which is more effective at winning their audience. What ethics issues does the use of video news releases as straight news raise? How can media people revise these practices?

7 Roots of Public Relations Social Darwinism William Henry Vanderbilt The public be damned. (1882) Charles Darwin Ivy Lee Institutional Openness Finding Upbeat Angles Giving Organizations a Face Straight Talk

8 Roots of Public Relations (continued) Public Relations on a Massive Scale Creel Committee Office of War Information Corporate Public Relations External Public Relations Internal Public Relations Media Relations

9 Why did public relations emerge during the application of social Darwinism to U.S. industry? What good business practices have endured from Ivy Lee s early rules on how corporations deal with their various publics? How did the media approaches during major 20 th century wars lead to the emergence of corporate public relations? Why is public relations valuable at the policymaking level of an institution?

10 Public Relations as Strategy Strategic Communication Campaigns and messages to advance long-term goals, usually through mass media Integrated Marketing Advertising as a marketing tool is combined with publicity of the sort that public relations experts provide

11 How should public relations professionals address stigmas attached to the term public relations? What distinct roles remains for public relations within the integrated marketing communication concept?

12 Public Relations Tactics Promotion Image Management British Petroleum Tylenol Advocacy Lobbying Political Communication Astroturfing Fundraising

13 P.T. Barnum made a colorful career of outlandish claims in publicizing events. What current public relations campaigns employ Barnum s tactics? Evaluate BP s Beyond Petroleum campaign using Ivy Lee s rules. What could have been done differently before the Gulf oil-rig explosion? Might Lee s principles have salvaged BP s image after the explosion?

14 POINT The practice of public relations helps democracy function by providing expertise at crafting strategies and messages for anyone with a stake in public policy. This includes articulating client cases as expertly and strongly as possibly. Sound public policy emerges from robust debate in the admittedly rough-and-tumble political discourse of free expression and a full exchange of views. COUNTERPOINT In court, attorneys are accountable to the truth. A judge can sanction a lying attorney, who can then be disbarred. Public relations practitioners who lobby for their clients on public issues must be held to the same standard of accuracy and truth. Hill & Knowlton s record in arguing for the U.S. to go to war for Kuwait is sufficient evidence for regulation of public relations with sanctions for deliberate misrepresentations.

15 Professionalization A Tarnished Image Whitewashing Greenwashing Ethics: Standards and Certification Public Relations Society of America APR Accredited in Public Relations Certification