Introduction to Public Relations/PR.pptx

Public Relations Case Studies

1. Public Relations

2. Key Words Public Opinion Public Sentiments Press Agentry Publicity Propaganda 2

3. The Origin of Public Relations The origin of public relations can be traced back to the early 20th century Ivy Lee and the Rockefeller Family (1914): Often considered one of the pioneers of modern public relations, Ivy Lee is credited with helping to establish the field. In 1914, Lee was hired by the Rockefeller family to manage the public image of John D. Rockefeller, Jr., following the Ludlow Massacre, a violent incident involving striking coal miners and the Colorado National Guard. Lee advocated for openness and transparency, advising Rockefeller to communicate directly with the public and the media.

4. Father of PR Edward Bernays and the March of Freedom (1917-1918): Edward Bernays, often referred to as the "father of public relations," applied principles of psychology to shape public opinion. During World War I, he worked with the U.S. government's Committee on Public Information to promote war efforts and shape public perception. Bernays emphasized the use of propaganda techniques for persuasion.

5. Other factors Arthur Wilson Page - s ometimes referred to as "the father of corporate public relations" for his work at AT&T. The establishment of professional organizations, such as the Public Relations Society of America (PRSA) in 1947. Post-World War II Expansion (1950s-1960s) Technological Advances (Late 20th Century) Globalization and Digitalization (Late 20th Century-Present) 5

6. SOME WELL-KNOWN DEFINITIONS OF PUBLIC RELATIONS. 6 "Public Relations is the management function which evaluates public attitudes, identifies the policies and procedures of an organization with the public interest, and executes a program of action to earn public understanding and acceptance.“ "Public Relations is the planned effort to influence opinion through good character and responsible performance, based upon mutually satisfactory two-way communication". “The deliberate, planned, and sustained effort to establish and maintain mutual understanding between an organization and its public”.

7. Elements of public relations 7 Briefly, Public Relations involves four major elements. They are interrelated and overlapping. One tends to lead to another. Two-way Communication; Mutual understanding; Caring for Public Opinion: Social Responsibility.

8. Scope of public relations Media Relations: Building and maintaining relationships with media professionals to secure positive coverage for the organization. Case Study: In 2018, Starbucks faced a major crisis when racial profiling occurred in one of its stores. Starbucks' PR team, led by PR Officer Corey duBrowa , responded by issuing a public apology and organizing nationwide anti-bias employee training. The proactive approach helped rebuild the company's image. 8

9. Communication Strategy: Developing and implementing a comprehensive communication strategy aligned with organizational goals. Case Study: Apple's PR strategy involves secrecy around product launches, creating anticipation and buzz. The carefully crafted communication strategy helps maintain Apple's brand image and ensures media coverage is aligned with their marketing goals. 9

10. Social Media Management: 10 Managing the organization's social media presence, engaging with the audience, and addressing concerns. Case Study: Wendy's, a fast-food chain, gained attention and positive PR through its witty responses on Twitter. Instagram: 1.1 million Facebook: 8.4 million YouTube: 136K Twitter: 3.8 million LinkedIn: 170K (‘The Wendy’s Company) Reddit: 18K

11. Scope of public relations Crisis Management: Case Study: Johnson & Johnson faced a crisis in 1982 when seven people died due to tampered Tylenol capsules. The company's PR team swiftly recalled 31 million bottles, cooperated with authorities, and introduced tamper-proof packaging. Their transparent and quick response is often cited as a model for crisis management. Event Planning: Case Study: The ALS Ice Bucket Challenge became a global phenomenon, raising awareness and funds for amyotrophic lateral sclerosis (ALS). The PR success lay in the simplicity of the challenge, leveraging social media to encourage people worldwide to participate and donate. 11

12. Scope of public relations 12 Corporate Communication Media Relations Community Relations Government Relations Employee Relations Investor Relations Brand Management Publicity and Promotion Research and Evaluation

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