PR Tools and Techniques

Part 1. Since the opening of the first PR firm in about 1900, there have been attempts to give a precise definition for public relations. It has been difficult to find one that fits all situations and all practitioners, since PR may be handled by individuals, firms specializing in PR, departments of corporations, or government agencies. One useful definition was published by the trade newsletter Public Relations News: “Public relations is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.” This definition, though it applies specifically to corporate PR departments, gives a general statement of purpose and function. To carry out its function PR specialists use publicity and other means to convey a message to the public. Publicity is the equivalent of unpaid advertising. It is information published in the press or mentioned on television news programs. The source of the publicity does not pay to have the news published as in the case of sales promotion and product advertising. The most prominent form of publicity is a press release by a government official. A presidential news conference may also be considered publicity. Sometimes corporations benefit from publicity when they introduce new products. In the late 1980s a major producer of business machines presented a new line of personal computers. At the same time that the paid advertising for the machines appeared, a series of publicity items was published on the business pages of newspapers announcing the products. Corporations achieve publicity by making contributions to the public well-being. Large donations to a college or university get news coverage. Corporations sponsor cultural programming on public television and such sports events as the Boston Marathon and the Olympic Games. Companies also give significant contributions to charities. Publicity designed specifically as PR is managed news: it is information that its source wants published. When contradictory publicity from another source appears, a public relations crisis can occur. The administration of President Ronald Reagan was caught in such a crisis in 1986–87. After several years of announcements that it would never deal with international terrorists, the administration was forced to admit that it had sold weapons to Iran in the vain hope of gaining the release of hostages held in Lebanon. So damaging was the adverse publicity that no PR campaign could overcome it.

Advertising is paid publicity. Its purpose in public relations is similar to that of advertising used to sell products. Advertising appears in newspapers and magazines, on radio and television, on billboards and handbills, and in any other medium that can reach eyes or ears. Political campaigns beget a huge amount of advertising for candidates and issues. Corporations advertise themselves as well as their products and services. A major petroleum corporation, for example, ran a series of public relations articles in newspapers to present its views on current topics. When a company pays for the free distribution of baseball caps, T-shirts, cameras, or other items at a professional ball game, it is advertising itself and seeking public goodwill. Television commercials by the National Football League denouncing drug use are called public service announcements. They are also public relations advertising for the league. Press agents are individuals whose task is to keep the name of a client—whether a person or an institution—before the public. The best-known type is the show-business press agent whose business is to promote the career of a performer. Other agents promote motion pictures, tourist attractions, concerts, and other entertainments. There are large organizations that serve many individuals and companies. Press agents try to stimulate interest and create a public image rather than provide information. Candidates for public office hire press agents, and the agents frequently become staff members if the candidate is elected. Andrew Jackson was probably the first United States president to realize the value of having a press agent in the White House. Heused his friend Amos Kendall, a former newspaperman, as his ghostwriter and publicist. In the 20th century a presidential press secretary has been an integral part of most administrations.

Public affairs management is used by elected officials, government agencies, and companies to relate them directly to their constituencies or to a community. Congressmen, for example, hold meetings in their home districts to listen to problems and complaints of the voters. Corporations support the budgets of cultural events and public television broadcasting. Companies donate money to improve their home communities. Some businesses provide summer jobs for teenagers. Colleges and universities sponsor community events such as lectures, concerts, and plays. Fund-raising is a less obvious form of public relations, but it is a very useful one. Colleges, universities, hospitals, religious and fraternal organizations, and other associations take part in fund-raising activities. In so doing they also publicize their institutions. The annual United Way of America collections are a means of getting companies involved in collecting for charitable purposes.

4. Answer the following questions:

1. Since when have people been trying to give a precise definition for public relations?

2. What is the most prominent form of publicity?

3. How do corporations achieve publicity?

4. In what situations can a public relations crisis occur?

5. What is the task of press agents?

6. Why is public affairs management used by elected officials, government agencies, and companies?

Дата добавления: 2015-11-14