PUBLIC RELATIONS
BY LEONARDO DELIZO, PhD., MSBA, SLH – JHS
CEO & PRESIDENT
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Public relations (PR) is a field concerned with maintaining a public image for businesses, non-profit organizations or high-profile people, such as celebrities and politicians.
An earlier definition of public relations, by The first World Assembly of Public Relations Associations held in Mexico City in August 1978, was "the art and social science of analyzing trends, predicting their consequences, counseling organizational leaders, and implementing planned programs of action, which will serve both the organization and the public interest."
Others define it as the practice of managing communication between an organization and its publics. Public relations provides an organization or individual exposure to their audiences using topics of public interest and news items that provide a third-party endorsement and do not direct payment. Common activities include speaking at conferences, working with the media, crisis communications, social media engagement, and employee communication.
The European view of public relations notes that besides a relational form of interactivity there is also a reflective paradigm that is concerned with publics and the public sphere; not only with relational, which can in principle be private, but also with public consequences of organizational behaviour . A much broader view of interactive communication using the Internet, as outlined by Phillips and Young in Online Public Relations Second Edition (2009), describes the form and nature of Internet-mediated public relations. It encompasses social media and other channels for communication and many platforms for communication such as personal computers (PCs), mobile phones and video game consoles with Internet access. The increasing use of the mentioned technologies give the media a democratisation power and thus, aid to the demystification of subjects.
Public relations is used to build rapport with employees, customers, investors, voters, or the general public. Almost any organization that has a stake in how it is portrayed in the public arena employs some level of public relations. There are a number of public relations disciplines falling under the banner of corporate communications, such as analyst relations, media relations, investor relations, internal communications and labor relations. Most of them include the aspect of peer review to get liability.
Other public relations disciplines include:
Financial public relations - providing information mainly to business reporters
Consumer/lifestyle public relations - gaining publicity for a particular product or service, rather than using advertising
Crisis public relations - responding to negative accusations or information
Industry relations - providing information to trade bodies
Government relations - engaging government departments to influence policymaking
Status of the industry
The practice of public relations is spread widely. On the professional level, there is an organization called Public Relations Society of America (PRSA), the world's largest public relations organization. PRSA is a community of more than 21,000 professionals that works to advance the skill set of public relations. PRSA also fosters a national student organization called Public Relations Student Society of America (PRSSA).
In the USA, public relations professionals earn an average annual salary of $49,800 which compares with £40,000 for a practitioner with a similar job in the UK. Top earners bring home around $89,220 annually, while entry-level public relations specialists earn around $28,080. Corporate, or in-house communications is generally more profitable, and communications executives can earn salaries in the mid six-figures, though this only applies to a fraction of the sector's workforce.
The role of public relations professionals is changing because of the shift from traditional to online media. Many PR professionals are finding it necessary to learn new skills and to examine how social media can impact a brand's reputation.
Methods, tools and tactics
Public relations and publicity are not synonymous, but many public relations campaigns include provisions for publicity. Publicity is the spreading of information to gain public awareness for a product, person, service, cause or organization, and can be seen as a result of effective public relations planning. More recently in public relations, professionals are using technology as their main tool to get their messages to target audiences. With the creation of social networks, blogs, and even Internet radio public relations professionals are able to send direct messages through these mediums that attract the target audiences. Methods used to find out what is appealing to target audiences include the use of surveys, conducting research or even focus groups. Tactics are the ways to attract target audiences by using the information gathered about that audience and directing a message to them using tools such as social mediums or other technology. Another emerging theme is the application of psychological theories of impression management.
Tools
There are various tools that can be used in the practice of public relations. Traditional tools include press releases and media kits which are sent out to generate positive press on behalf of the organization. Other widely used tools include brochures, newsletters and annual reports. Increasingly, companies are utilizing interactive social media outlets, such as
as tools in their public relations campaigns. Unlike the traditional tools which allowed for only one-way communication, social media outlets allow the organization to engage in two-way communication, and receive immediate feedback from their various stakeholders and public. Furthermore companies can join discussions with multiple user identities to create a positive image of the company (e.g. quantity of positive statements from different users). PR tools have changed so much that some are even suggesting the traditional press release may be dead. The company PR tools have to operate in networks, where their clients are.
One of the most popular and traditional tools used by public relations professionals is a press kit, also known as a media kit. A press kit is usually a folder that consists of promotional materials that give information about an event, organization, business, or even a person. What are included would be backgrounders or biographies, fact sheets, press releases (or media releases), media alerts, brochures, newsletters, photographs with captions, copies of any media clips, and social mediums. With the way that the industry has changed, many organizations may have a website with a link, "Press Room" which would have online versions of these documents.
The art of public relations is more than press kits and social media. Split across three primary channels: traditional, digital and social media platforms; public relations is, in its purest sense the art of communicating in ways more than just media relations. Previously, 'PR' often was synonymous in many people's minds for "press release." Today, tools contained within the 'PR' tool box include media relations, crisis and issues, brand architecture, audience engagement and buzz generation; using all forms of communication techniques in a creative way that delivers practical results.
Targeting publics
A fundamental technique used in public relations is to identify the target audience, and to tailor every message to appeal to that audience. It can be a general, nationwide or worldwide audience, but it is more often a segment of a population. A good elevator pitch can help tailor messaging to each target audience. Marketers often refer to socio-economically driven "demographics", such as "black males 18-49". However, in public relations an audience is more fluid, being whoever someone wants to reach. Or, in the new paradigm of value based networked social groups, the values based social segment could be a trending audience. For example, recent political audiences seduce such buzzword monikers as "soccer moms" and "NASCAR dads."
An alternative and less flexible, more simplistic, approach uses stakeholders theory to identify people who have a stake in a given institution or issue. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are audiences. For example, if a charity commissions a public relations agency to create an advertising campaign to raise money to find a cure for a disease, the charity and the people with the disease are stakeholders, but the audience is anyone who is likely to donate money.
Sometimes the interests of differing audiences and stakeholders common to a public relations effort necessitate the creation of several distinct but complementary messages. This is not always easy to do, and sometimes, especially in politics, a spokesperson or client says something to one audience that creates dissonance with another audience or group of stakeholders.
Lobby groups
Lobby groups are established to influence government policy, corporate policy, or public opinion. An example of this is the American Israel Public Affairs Committee (AIPAC), which influences American foreign policy. Such groups claim to represent a particular interest and in fact are dedicated to doing so. When a lobby group hides its true purpose and support base, it is known as a front group. Moreover, governments may also lobby public relations firms in order to sway public opinion. A well illustrated example of this is the way civil war in Yugoslavia was portrayed. Governments of the newly seceded republics of Croatia and Bosnia, as well as Serbia invested heavily with UK and American public relations firms, so that they would give them a positive image in the USA.
Spin
In public relations, spin is sometimes a pejorative term signifying a heavily biased portrayal in specific favor of an event or situation. While traditional public relations may also rely on creative presentation of the facts, spin often, though not always, implies disingenuous, deceptive and/or highly manipulative tactics. Politicians are often accused of spin by commentators and political opponents when they produce a counterargument or position.
The techniques of spin include selectively presenting facts and quotes that support ideal positions (cherry picking), the so-called "non-denial denial", phrasing that in a way presumes unproven truths, euphemisms for drawing attention away from items considered distasteful, and ambiguity in public statements. Another spin technique involves careful choice of timing in the release of certain news so it can take advantage of prominent events in the news. A famous reference to this practice occurred when British Government press officer Jo Moore used the phrase "It's now a very good day to get out anything we want to bury", (widely paraphrased or misquoted as "It's a good day to bury bad news"), in an email sent on the day of the September 11, 2001 attacks. The furor caused when this email was reported in the press eventually caused her to resign.
Skilled practitioners of spin are sometimes called "spin doctors", despite the negative connotation associated with the term. Perhaps the best-known person in the UK often described as a "spin doctor" is Alastair Campbell, who was involved with Tony Blair's public relations between 1994 and 2003, and also played a controversial role as press relations officer to the British and Irish Lions rugby union side during their 2005 tour of New Zealand.
State-run media in many countries also engage in spin by selectively allowing news stories that are favorable to the government while censoring anything that could be considered critical. They may also use propaganda to indoctrinate or actively influence citizens' opinions. Privately run media may also use the same techniques of "issue" versus "non-issue" to spin its particular political viewpoints
Negative PR
Negative public relations, also called black public relations (BPR), is a process of destroying the target's reputation and/or corporate identity. In other words, instead of concentrating efforts in the maintenance and the creation of a positive reputation or image of your clients, the objective is to discredit someone else, usually a business rival. Unlike the regular services in public relations, those in BPR rely on the development of industries such as IT security, industrial espionage, social engineering and competitive intelligence. A common technique is finding all of the dirty secrets of their target and turning them against their very own holder.
The building of a black PR campaign, also known as a dirty tricks or a smear campaign is a long and a complex operation. Traditionally it starts with an extensive information gathering and follows the other needs of a precise competitive research. The gathered information is being used after that as a part of a greater strategical planning, aiming to destroy the relationship between the company and its stakeholders.
Other
Publicity events, pseudo-events, photo ops or publicity stunts
Talk show circuit: a public relations spokesperson, or the client, "does the circuit" by being interviewed on television and radio talk shows with audiences that the client wishes to reach
Books and other writings
After a public relations practitioner has been working in the field for a while, he or she accumulates a list of contacts in the media and elsewhere in the public affairs sphere. This "Rolodex" becomes a prized asset, and job announcements sometimes even ask for candidates with an existing Rolodex, especially those in the media relations area of public relations.
Direct communication (carrying messages directly to constituents, rather than through the mass media) with, e.g., newsletters – in print and e-letters
Collateral literature, traditionally in print and now predominantly as web sites
Speeches to constituent groups and professional organizations; receptions; seminars, and other events; personal appearances
The slang term for a public relations practitioner or publicist is a "flack" (sometimes spelled "flak")
A desk visit is where the public relations person literally takes their product to the desk of the journalist in order to show them emerging promotions
Astroturfing is the act of public relations agencies placing blog and online forum messages for their clients, in the guise of a normal "grassroots" user or comment (an illegal practice across the larger practice areas such as the European Union)
Online social media and Internet mediated public relations practices
Politics and civil society
Defining the opponent
In the USA, but not in the larger public relations markets, the tactic known as "defining one's opponent" is used in political campaigns. Opponents can be candidates, organizations and other groups of people.
In the 2004 US presidential campaign, Howard Dean defined John Kerry as a "flip-flopper," which was widely reported and repeated by the media, particularly the conservative media. Similarly, George H.W. Bush characterized Michael Dukakis as weak on crime (the Willie Horton ad) and hopelessly liberal ("a card-carrying member of the ACLU"). In 1996, President Bill Clinton seized upon opponent Bob Dole's promise to take America back to a simpler time, promising in contrast to "build a bridge to the 21st century." This painted Dole as a person who was somehow opposed to progress.
In the debate over abortion, self-titled pro-choice groups, by virtue of their name, defined their opponents as "anti-choice", while self-titled pro-life groups refer to their opponents as "pro-abortion" or "anti-life".
Managing language
If, in the USA, a politician or organization can use an apt phrase in relation to an issue in interviews or news releases, the news media will often repeat it verbatim, without questioning its aptness. This perpetuates both the message and whatever preconceptions might underlie it. Often, something that sounds innocuous can stand in for something greater; a "culture of life" sounds like general goodwill to most people, but will evoke opposition to abortion for many pro-life advocates. The phrase "States' rights" was used as a code for anti-civil rights legislation in the United States in the 1960s, and allegedly in the 1970s and 1980s.
Conveying the message
The means by which a message is communicated can be as important as the message itself. Direct mail, robocalling, advertising and public speaking are commonly used depending upon the intended audience and the message that is conveyed. Press releases are also used, but since many newspapers are folding in the USA, they have become a less reliable way of communicating for American practitioners, and other methods have become more popular.
In the USA and India, news organizations have begun to rely more on their own websites and have developed a variety of unique approaches to publicity and public relations, on and off the web.
Israel has employed a series of Web 2.0 initiatives which are indicative of how a small nation can use internet mediated communication. Israel's initiative in 2008 included a blog, MySpace page, YouTube channel, Facebook page and a political blog to reach different audiences. The Israeli Ministry of Foreign Affairs started the country's video blog as well as its political blog. The Foreign Ministry held the first microblogging press conference via Twitter about its war with Hamas, with Consul David Saranga answering live questions from a worldwide public in common text-messaging abbreviations. The questions and answers were later posted on IsraelPolitik, the country's official political blog.
Front groups
One of the most controversial practices in public relations is the use of front groups, organizations that purport to serve a public cause while actually serving the interests of a client whose sponsorship may be obscured or concealed. Critics of the public relations industry, such as PR Watch, contend that some public relations firms involve a "multi-billion dollar propaganda-for-hire industry" that "concocts and spins the news, organizes phony grassroots front groups, spies on citizens, and conspires with lobbyists and politicians to thwart democracy."
Instances with the use of front groups as a public relations technique have been documented in many industries. Coal mining corporations have created "environmental groups" that contend that increased carbon dioxide emissions and global warming will contribute to plant growth and will be beneficial, trade groups for bars have created and funded citizens' groups to attack anti-alcohol groups, tobacco companies have created and funded citizens' groups to advocate for tort reform and to attack personal injury lawyers, while trial lawyers have created "consumer advocacy" front groups to oppose tort reform.
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