{"id":1427,"date":"2015-04-02T20:54:17","date_gmt":"2015-04-03T00:54:17","guid":{"rendered":"https:\/\/pressbooks.bccampus.ca\/designandproductionforpr\/chapter\/12-2-public-relations\/"},"modified":"2020-09-08T15:17:10","modified_gmt":"2020-09-08T19:17:10","slug":"whatispublicrelations","status":"publish","type":"chapter","link":"https:\/\/pressbooks.bccampus.ca\/designandproductionforpr\/chapter\/whatispublicrelations\/","title":{"raw":"What Is Public Relations?","rendered":"What Is Public Relations?"},"content":{"raw":"
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Learning Objectives<\/h3>\r\n
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  1. Describe the four models of public relations and the four stages of a typical public relations campaign.<\/li>\r\n \t
  2. Analyze the role of public relations in media and culture.<\/li>\r\n \t
  3. Analyze the ways public relations is taking the place of traditional advertising.<\/li>\r\n \t
  4. Explain the concept of branding.<\/li>\r\n \t
  5. Describe the uses of public relations in politics, government, and news media.<\/li>\r\n<\/ol>\r\n<\/div>\r\n

    According to the Canadian Public Relations Society (CPRS), \"Public relations is the\u00a0strategic management\u00a0of\u00a0relationships\u00a0between an\u00a0organization\u00a0and its\u00a0diverse publics, through the use of\u00a0communication, to achieve\u00a0mutual understanding, realize\u00a0organizational\u00a0goals\u00a0and serve the\u00a0public interest.\"\u00a0Practically, PR campaigns strive to use all forms of media and communication channels to encourage favorable media coverage and to build beneficial relationships with stakeholders.<\/p>\r\nThis short video, titled \"What is public relations?\" helps to visualize public relations (note, this is also a shameless plug for the PR Diploma program I teach in):\r\n\r\n \r\n\r\n[embed]https:\/\/www.youtube.com\/embed\/mmAjtPJao6U[\/embed]\r\n

    In their book The Fall of Advertising and the Rise of PR<\/em>, Al and Laura Ries make the point that the public trusts the media far more than they trust advertisements. Because of this, PR efforts that get products and brands into the media are far more valuable than a simple advertisement. Their book details the ways in which modern companies use public relations to far greater benefit than they use advertising (Ries & Ries, 2004). Regardless of the fate of advertising, PR has clearly come to have an increasing role in marketing and ad campaigns.<\/p>\r\n\r\n

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    The Four Models of PR<\/h2>\r\n
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    Table 12.1<\/span> Grunig and Hunt\u2019s Four PR Models<\/p>\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n\r\n
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    Type of Model<\/p>\r\n<\/th>\r\n

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    Description<\/p>\r\n<\/th>\r\n

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    Example<\/p>\r\n<\/th>\r\n<\/tr>\r\n<\/thead>\r\n

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    Traditional publicity model (the press agentry model)<\/p>\r\n<\/td>\r\n

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    Professional agents seek media coverage for a client, product, or event.<\/p>\r\n<\/td>\r\n

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    Thong-clad actor Sacha Baron Cohen promotes Bruno<\/em> by landing in Eminem\u2019s lap at the 2009 MTV Video Music Awards.<\/p>\r\n<\/td>\r\n<\/tr>\r\n

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    Public information model<\/p>\r\n<\/td>\r\n

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    Businesses communicate information to gain desired results.<\/p>\r\n<\/td>\r\n

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    Colleges send informational brochures to potential students; a company includes an \u201cabout\u201d section on its website.<\/p>\r\n<\/td>\r\n<\/tr>\r\n

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    Persuasive communication model (the two-way asymmetric model)<\/p>\r\n<\/td>\r\n

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    Organizations attempt to persuade an audience to take a certain point of view.<\/p>\r\n<\/td>\r\n

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    Public service announcements like the one that shows \u201cyour brain\u201d and \u201cyour brain on drugs.\u201d<\/p>\r\n<\/td>\r\n<\/tr>\r\n

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    Two-way symmetric model<\/p>\r\n<\/td>\r\n

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    Both parties make use of a back-and-forth discussion.<\/p>\r\n<\/td>\r\n

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    A company sends out customer satisfaction surveys; company Facebook groups and message boards.<\/p>\r\n<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n

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    Source: James E. Grunig and Todd Hunt, Managing Public Relations (Belmont, CA: Wadsworth Publishing, 1984).<\/p>\r\n<\/th>\r\n

    		<\/th>\r\n<\/th>\r\n<\/tr>\r\n<\/tfoot>\r\n<\/table>\r\n<\/div>\r\n

    Todd Hunt and James Grunig developed a theory of four models of PR. This model has held up in the years since its development and is a good introduction to PR concepts (Grunig & Hunt, 1984).<\/p>\r\n\r\n

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    Traditional Publicity Model<\/h2>\r\n

    Under the traditional publicity model<\/a><\/span>, PR professionals seek to create media coverage for a client, product, or event. These efforts can range from wild publicity stunts to simple news conferences to celebrity interviews in fashion magazines. P. T. Barnum was an early practitioner of this kind of PR. His outrageous attempts at publicity worked because he was not worried about receiving negative press; instead, he believed that any coverage was a valuable asset. More recent examples of this style of extreme publicity include controversy-courting musicians such as Lady Gaga and Marilyn Manson. More restrained examples of this type of PR include the modern phenomenon of faded celebrities appearing on TV shows, such as Paula Abdul\u2019s long-running appearances on American Idol<\/em>.<\/p>\r\n\r\n<\/div>\r\n

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    Public Information Model<\/h2>\r\n

    The goal of the public information model<\/a><\/span> is to release information to a constituency. This model is less concerned with obtaining dramatic, extensive media coverage than with disseminating information in a way that ensures adequate reception. For example, utility companies often include fliers about energy efficiency with customers\u2019 bills, and government agencies such as the CRA issue press releases to explain changes to the tax code. In addition, public interest groups release the results of research studies for use by policy makers and the public.<\/p>\r\n\r\n<\/div>\r\n

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    Persuasive Communication: Two-Way Asymmetric<\/h2>\r\n

    The persuasive communication model<\/a><\/span>, or the two-way asymmetric, works to persuade a specific audience to adopt a certain behavior or point of view. To be considered effective, this model requires a measured response from its intended audience.<\/p>\r\n\r\n

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    Figure 12.12<\/span><\/p>\r\n\"12.2.0\"<\/a>\r\n

    Edward Bernays created campaigns using the persuasive communication model.<\/p>\r\n

    chrisch_ - Rule the World!<\/a> - CC BY-NC 2.0.<\/p>\r\n\r\n<\/div>\r\n

    Government propaganda<\/a><\/span> is a good example of this model. Propaganda is the organized spreading of information to assist or weaken a cause (Dictionary). Edward Bernays has been called the founder of modern PR for his work during World War I promoting the sale of war bonds. One of the first professional PR experts, Bernays made the two-way asymmetric model his early hallmark. In a famous campaign for Lucky Strike cigarettes, he convinced a group of well-known celebrities to walk in the New York Easter parade smoking Lucky Strikes. Most modern corporations employ the persuasive communication model.<\/p>\r\n\r\n<\/div>\r\n

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    Two-Way Symmetric Model<\/h2>\r\n

    The two-way symmetric model<\/a><\/span> requires true communication between the parties involved. By facilitating a back-and-forth discussion that results in mutual understanding and an agreement that respects the wishes of both parties, this PR model is often practiced in town hall meetings and other public forums in which the public has a real effect on the results. In an ideal democracy, government representatives strictly employ this model. Many nonprofit groups that are run by boards and have public service mandates use this model to ensure continued public support.<\/p>\r\n

    Commercial ventures also rely on this model. PR can generate media attention or attract customers, and it can also ease communication between a company and its investors, partners, employees and other stakeholders. Controversial development projects often see developers and\/or project agencies seeking to consult extensively with stakeholders (e.g. Port of Vancouver terminal expansions). The two-way symmetric model is useful in communicating within an organization because it helps employees feel they are an important part of the company. Investor relations are also often carried out under this model.<\/p>\r\n\r\n<\/div>\r\n<\/div>\r\n

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    PR Functions<\/h2>\r\n

    Either private PR companies and agencies, or in-house communications staffers carry out PR functions. A PR group generally handles all aspects of an organization\u2019s or individual\u2019s media presence, including company publications and news releases. Such a group can range from just one person to dozens of employees depending on the size and scope of the organization.<\/p>\r\n

    PR functions include the following:<\/p>\r\n\r\n