COMM411: Unit 1 Discussion


#1

How do the historical foundations of public relations apply to current day news? Please share some examples.

The historical foundations of public relations still do apply to our 24/hour news cycle. Because we are in a world where we want to know the latest news in an instant, its up to us to be able to carry the message. I once heard a saying that goes like, whoever takes control of the message takes control of the whole issue. When public relations was just getting started, it was all about message and what you were trying to say. That is still relevant today. The faster a corporation is able to craft a message, the better the public will side with the company. One of the best examples of how not to run a good pr campaign is the BP Oil Spill from a couple of years ago. The way BP handled that has become a case study in how to run a public relations campaign. It took them forever to acknowledge what was going on to the public and ended up hurting the company both financially and its image.

  1. How might the role of public relations fit within a larger marketing campaign?

Public relations fits perfectly within a larger marketing campaign due to the fact that you are creating and managing the message. Probably one of the best marketing campaigns I have seen recently is the one for Chevy and Manchester United. For the uninitiated, Manchester United Football Club(MUFC) is a soccer team in England that is one of the biggest brands in all of the world. They have sponsorships with a host of global companies like Chevy and their former sponsor AIG. Chevy just signed a new deal worth $560 million to put their logo on their jersey. To further capitalize on the sponsorship, they created a commercial showing kids wearing the jersey playing for MUCF and saying they play for the club. It ends with the the captain saying he plays for you. That’s genius because Chevy is saying not only support you, but we back you through thick and thin and our products are for you. The public relations aspect of it is that it Chevy is able to not only tap into the message of Manchester United but also convey that message to a greater audience than they would have if they didn’t have the sponsor ship.

  1. How do you think developments in social media are impacting the field of public relations?
    Social media impacts public relations because it is now real time and the faster you interact the faster you can control the message. Social media is a tool for pr specialists to still craft and convey the message they want their clients to have. This is why twitter and facebook are so used often in conjunction with the standard press release. By having something on facebook or twitter, you then are able to disseminate the message faster and then send out a release for more details. You are now controlling the message and that’s what social media can do to help a pr firm out.

About the Communication category
COMM411 Discussion 1
Unit 1 comm411
#2

Regarding the BP oil spill or any negative news, its always better to acknowledge and/or accept resonsibility immediately.

Good job on your assignment. Keep up the good work!


#3
  1. How do the historical foundations of RP apply to current day news?

One of the most striking things about the foundation of PR was presented in the Image Men. The fact that the masses would rather put their faith, blindly in many cases, in a famous person rather than look up their own facts and verify statements for themselves rings so incredibly true today. In our modern day and age life is fast, people are busy and over worked and the last thing the are looking to do is seek out information after a long day on their feet. Do I agree with this notion? No but it’s a phenomenon that occurs daily, one only has to take to social media to see the viral trends, and it’s one that PR companies still capitalize on today.

  1. How might the role of PR fit within a larger marketing plan?
    Pr and marketing are so intricately entwined today that the two cannot exist without one another. Creating a great message is part of a marketing firms job, but without connections and contacts in the world of PR that message is useless if it cannot reach the masses. Knowing how to communicate is as important as knowing what the communicate. PR has become increasingly specialized and knowing what to say, how to say it and when to say it takes a lot of time and research. Hitting your mark on a major campaign launch can lead to a big flop.

    1. How do you think developments in social media are impacting the field of public relations?

I think the field of public relations is adapting quite nicely to the developments within social media. At first we saw the emergence of micro blogging and tweeting, and we watched as cat videos went viral and the quality of content slid drastically. Now, years into social media campaigning and consuming, the population is looking for a resurgence of good, valuable content that has meaning. Those who want to seek out this information are doing so, but they still want it to be easily digestible, quick and to the point and impactful. PR has always pandered to the consumers emotions and has tailored their pitch to their specific audience, and today marketing and communicating via social media successfully still relies heavily on these same tactics. Social media is simply another platform for sharing the same message.


#4
  1. How do the historical foundations of public relations apply to current day news? Please share some examples.
    In my opinion, historical foundations of PR apply to current day news because from what I read and watching news today, some of the same things are done. In the UPS case, the company realized that they got destroyed by “images that touched people emotions, not just their intellect.” Nowadays, people’s emotions are involved with everything they see. When someone sees a strike of lower waged paid people or just the image of a person struggling, some type of reaction is evoked due to their emotions. If a PR person can touch that emotional and make one empathize for another, they have pretty much won that person over.

  2. How might the role of public relations fit within a larger marketing campaign?
    Its role in a larger marketing campaign would be almost as much as the marketing campaign itself. Again, at times, marketing is trying to reach out to people and strike an emotion, rather it be positive or negative. I think the role of PR will reach out to those who are not convince to pick a side on whatever the campaign is. Larger marketing campaign means larger audience which means larger PR role.

  3. How do you think developments in social media are impacting the field of public relations?
    The development of social media is having a major impact on PR. According to Pew Research Center, as of January 2014, 74% of online adults use social media. That’s just about 3 out of 4 people on a social media site. Meaning PR rep can say or post a pic and it will get retweeted, reposted or will spark some type of conversation. Needless to say, it can have a negative impact on it as well. A lot of people the PR is trying could brush it off as well.


#5
  1. How do the historical foundations of PR apply to current day news?

From the advent of Ivy Lee and the first Press Briefings, coined “declarations of principles”, the role of PR has been to control the message and appeal to the public’s shaping of opinion on behalf of the client. The 1906 coal-mining strike was an example of managing the message to an anti-corporate populist. Lee asserted that the public are basically rational and will respond to facts & figures. By pro-actively engaging the media of the time, he was able to shape the representation of his clients in the media. He also felt that PR was a two-way street whereby you presented facts or interpretations of fact to the public and their response in turn led to a more thorough understanding of what his clients must do to meet expectations, or improve.

Edward Bernay’s perspective (Freudian) was rooted in the belief that the public’s mind was mass-driven and that PR needed to manipulate the public’s mind in pursuit of corporate or political goals. He believed that the public’s mass instinct was to follow a trusted leader. To take this a step further, public opinion could be swayed by entrusting the desired message in the hands of “trusted” leaders in order to manipulate the public. In WWl President Wilson recruited Bernay and others to the Committee on Public Information (CPI) to sway public opinion in support of the war. CPI recruited “4 minute men”, leaders within the community in small towns across America, whose role it was to sway public opinion at every opportunity. Bernay saw he and others like him as master manipulators, whose role played a vital role in democracy because manipulation averted chaos and this was in the public’s best interest.

Fast forward to the UPS strike of 1997 and we see an organization that was ill-prepared to deal with the sudden onslaught of PR presented by the Teamsters. The Teamsters controlled the message, made it an emotional issue to appeal to the public. The Teamster’s strategy was well planned and they hit quickly. They appealed on an emotional basis to the public with messaging about the threat to FT jobs and the impact of PT jobs to the American way, to families. The prevailing issue was controlled by the Teamsters and UPS was ill-prepared.

The power in any situation is in controlling the message across any medium, appealing to emotion and the public’s desire to trust the person conveying the message.

  1. How might the role of PR fit into a larger marketing campaign?

PR is a two-way street. As it’s practice can contribute to a better understanding among different groups it encourages the development of relationships. The PR practitioner can evaluate the external environment and act as the intermediary or counsel to other members of the marketing team. Identifying what the audience wants, where do you best reach them, what communication is most meaningful, doing the research, interpreting that research. The PR person helps shape the goals of the client by translating all these external factors.

  1. How do you think social media is impacting the field of PR?

There are many different streams for accessing information. The streams are fast, the audiences diverse. Controlling the message is more difficult on some levels because social media is open to anyone wishing to send a message. Who will be heard, when will they hear it, how will it spread? It has become even more critical in the age of social media to be aware of who your audience is and what means do they prefer connecting? The message, once it is out there, has an almost endless breadth of influence…or not. Messages gone viral have positive and negative potential so the PR practitioner must be moving constantly, mindful of social trends and current research on their desired message. Research indicates that a majority of the public use social media in one form or another, the audience is vast and often social media is their chosen method of keeping informed. any PR practitioner who ignores social media is in peril of never having their message heard…or allowing others to control the message on their behalf, and not always with the same interpretation of fact.


#6
  1. How do the historical foundations of public relations apply to current day news? Please share some examples.

The historical foundation of public relations are still relevant today in the sense of making sure the audience is getting the information that you feel will get the results you are expecting. The news media today is always trying to be the first at releasing big news such as the recent riots in Baltimore. Unfortunately some media outlets turned out the news too quickly and gave false information, but the media got their results by increasing their audience even though the information was not 100% true. The current day news is also used heavily by the White House and they use it quite well by releasing information that will support their side of the story and help sway the voters in believing them even though it is not the whole truth. One example is the White House quickly released information when the Embassy in Libya was attacked and the ambassador was killed. Their immediate news release was they did all they could to help out the staff and even today there is still conversations going on about what really happened.

  1. How might the role of public relations fit within a larger marketing campaign?

Public relations fit well with the larger corporations because the majority of them now realize that this part of doing business. Most larger corporations spends large amounts of money with either a outsourced team or a full time team who coordinates and makes sure that the correct story is released prior to the media finding out about a problem. Banks use public relations all the time especially when announcing quarterly results. No matter the type of results they had the Bank will already have a press release ready to be submitted the day of results and in some cases they even give the public extra notice if there is a problem so they can down play the bad results before the analyst have a chance to review the results and give their take on the outcome.

  1. How do you think developments in social media are impacting the field of public relations?

Social media such as Facebook, Twitter and blogs are used so frequent by a large audience that there is even a greater influence and opportunity to use public relations and to get the message out to the public. Users of social media generally check their accounts frequently so they are able to get updates about current events even quicker than they use to get. Social media also is going to include a different audience that might have been missed in the past.


#7

How do the historical foundations of public
relations apply to current day news? Please share some examples.

In my opinion, historical foundations of PR apply to our day-to-day news
because from what I read in the news, some of the same gimmicks are used. For
instance lets take the UPS case, the company realized that they were being
destroyed through “images that touched people emotions, not just their
intellect.” In today’s time the public’s emotions are still heavily involved
with everything they see and hear.

When we as a public see a strike from under
waged and under paid people struggling,
some type of reaction is evoked due to the emotional connection we as a people
p together. Then the image alone validates the emotional factor to relate. Once
a PR firm touches on that emotion the people will indeed empathize for another,
from there on they’ve won half the
battle with emotionally connecting with masses of people.

  1. How might the role of public relations fit within a larger marketing
    campaign?

Public relations would have to fit in right along side with a marketing
campaign, or netter yet be apart of the
plan throughout the campaign. This PR have to take a leading role instead of
being in the background, targeting a larger market van be difficult, but with
the right target audience and correct image in mind the emotional content can
fall in line with the marketing campaign. Actually aiding the campaign making
it more relatable.

  1. How do you think developments in social media are impacting the field of
    public relations?

Social media is having a major impact
on PR. As of January 2014, 74% of online adults use social media, just about 3
out of 4 people are actually on a social media site. Opening the doors for a PR
firm to post images and saying receiving as many views or shares as possible
within the minute! Social Media has boosted the travel of news and has
brought the word of mouth into a much
larger spectrum allowing news to move quicker and more fluently.


#8

Today’s news can be easily associated with the teachings and lessons from Edward Bernays and Ivy Lee. In its most simplistic form, social media rules the airways. Today’s society doesn’t read the paper or books and gather information to make their own informed, independent opinions on what is happening in the world or in their communities. They simply rely on the news media to tell them what they should think and how they feel. Let’s take today’s war on Police. Those out there that are violently protesting and even peacefully protesting are following other uninformed people. To take it into perspective, law enforcement had millions of citizen encounters and less than 2,000 ended in the taking of human life by law enforcement. Of those, the majority of deaths were of white males. Now, of those deaths were there incidents that didn’t have to happen? Absolutely but most could not have been avoided. So when todays society protests about the loss of a life, particularly the loss of black life the first thing we do is revert to making an assumption of racism. Again, less than 2000 deaths in millions of encounters. Across the Nation how many people were killed as a result of an offense that didn’t involve a police officer? NY has over 600 every year. Detroit, hundreds every year, Baltimore, again hundreds every year at the hands of its own people. The country, specifically the news has allowed the voices of few to over shadow the thoughts and feelings of the majority. All perpetrated by propaganda a la Edward Bernays.


#9

How do the historical foundations of public relations apply to current day news? Please share some examples.

The historical foundation of public relations seems to be questionable. However, from ancient civilizations, robber baron capitalism and muckraking yellow journalism in 1906 to the Publicity Bureau in 1990 a historical foundation has definitely been laid straight. Thomas Basil Clarke was a war correspondent who spent some time in Europe as a fugitive while trying to represent the Daily Mail. He also caused a global scandal in 1916 by accusing the government of failing to enforce the blockade of Germany. He became popular after reporting on the first World War, creating the government scandal and having an influence on the Ministry of Blockade. What seemed to be an honest journalist rapidly turned to hardened arrogance. Like Ivy Lee, Basil Clarke was also accused of issuing false statements. According to “Rise of the Image Men” there was something that could be accurately called public opinion. This was supposed to be a shared consciousness and conversation across the country that would be feared. Today I believe that is exactly what Public Relations has become, but worse. A prime example is the horsemeat scandal in 2012. This story revealed that beef products were being sold in major retailers containing large amounts of horst meat. Instead of being honest and including this information on labels and allowing people to choose if they want to go with it, they have bamboozled customers in purchasing falsely advertised products. This has definitely caused a decrease in the demand for meat products in general.

How might the role of public relations fit within a larger marketing campaign?

When I think of a larger marketing campaign, I immediately think of Edward Bernay. He believed in turning people’s openness to images and emotional appeals, basically manipulating the public’s mind in pursuit of corporate or political goals. For example, Bernay’s supposedly greatest opportunity was assisting President Woodrow Wilson in persuading doubters of the first World War. He was to put in place a psychological study: the public should follow a knowledgable and trusted leader instead of considering the facts. So Bernay along with other PR men began shaping public opinion. It has become over easy for large organizations, government officials and etc. to control people and how they view certain events and situations. While we think we may have complete control over certain events and leaders that are chosen, I see now that public opinion has slowly molded into making people believe and support specific things.

  1. How do you think developments in social media are impacting the field of public relations?

Social Media has bombarded its way to the top of the Public Relations threshold. There is almost no need to come up with psychological studies. Social Media has made it so easy for those in leadership roles to control our cultures, our opinion of the government, law enforcement, educational systems and even some religions. It has become almost impossible for the people to discern information received. The number of trusted sources have decreased over the years and mainstream publications are no longer a vital source. With social media, organizations now have the opportunity to communicate directly with the public, their customers as well as prospective customers. This will definitely place a burden on PR practitioners. PR’s must now compete with a media that is forever growing.


#10

(1) How do the historical foundations of public relations apply to current day news? Please share some examples.

  • In the past, we’ve seen PR centered around its publicity and journalism roots, mostly known for its viable damage control in the early 2000’s UPS case and also for its reputation as ‘spin’ in the Ivy Lee case. Currently, PR has taken on more of a management and strategic role in companies and organizations, an unfavorable one being the incident when PETA threw fake blood on celebrities wearing animal fur coats, and also on the favorable side, the widespread coverage of the Ice Bucket Challenge which went on to raise millions for ALS research. I think that as with most things, PR has evolved with the times.Instead of being thought of as a way to manipulate the public, companies and NGO’s are casting a wider net with their PR campaigns, allowing their public to have the best of their options available and making it easily accessible.

(2) How might the role of public relations fit within a larger marketing campaign?
-In the field of marketing, a company’s main focus is the brand, how to perfect t, all aspects and details of what their product is about is the main focus. PR on the other hand, tailors the essence of the product or service that is being marketed and combines it with the right amount of press coverage, executive visiblity and the products adaptability and inclusion into as many current events and presents it to the most optimal media outlet for the intended audience.

(3) How do you think developments in social media are impacting the field of public relations?
-I think the developments in social media can only serve to increase the field of public relations. There is a constant barrage of information streaming on all the social media sites, so much so that majority of publicity attempts go unnoticed. This is where having a PR campaign is crucial to the product or company, knowing when , how and who to direct optimal exposure for the benefit of everyone involved is key.


#11
  1. How do the historical foundations of public relations apply to current day news?
    Historical foundations of public relations apply to current day news in many different aspects. The common threads of both past and present remain the same. Managing the type of information that is put out, the audience it is distributed to, the method or methods in which it is communicated and the time that it is released are all examples of this. It is equally important in this day and age for PR to be prepared for crisis situations, such as the 1997 UPS/Teamsters crisis, as it was for Ivy Lee to be prepared to handle the press in regards to the coal and railroad companies.

  2. How might the role of public relations fit within a larger marketing campaign?
    It is almost impossible for a larger marketing campaign to be run without PR. Public Relations are essential not only to ensure that the proper subject matter of the campaigns message is communicated, but that it is relayed to the target audiences that will increase the numbers of supporters most effectively and efficiently. Marketing campaigns need the relationships and bonds between PR and media in order to achieve a positive outcome.

  3. How do you think developments in social media are impacting the field of public relations?
    It is my opinion that the developments in social media are impacting the field of public relations in a variety of ways. It is creating more employment opportunities both currently and for the future. Many feel that social media would decimate PR, when in reality it has strengthened the field. Individuals who use social media such as Facebook, Twitter and blogging initially have to receive their subject information for somewhere. That somewhere is usually traditional media such as television, radio and newspapers or magazines. Therefore keeping PR in business. PR also plays significant roles in what information is put across on company websites and the advertising that is placed on social media sites.


#12

I think media pr is a very good thing because a lot more people are on facebook or twitter these days more than watching the tv. Facbook and twitter will it it seen faster and getting it out there more


#13

Public relations is huge to help you out because they have means ans ways of getting the info out and can make up plans to help you figure out how to get it out there, where as you might not have the tools or the knowlege to go about it in the right way. They have the knowledge and training to go about it in the right way


#14

I think that the history of public relations does apply today because as I said in another post they are train in their job and can handle with issues when they arraise and know how to deal with it where you would not know how to deal with it because they are not trained in the feil;d and they can get you viewers where yopu might not do as well getting notice as fast as a pr would


#15

1. How do the historical foundations of public relations apply to current day news? Please share some examples
Looking at the historical foundation of PR, we can look at Ivy Lee and Edward Bernays. Lee said that rational people respond best to facts and figures and that PR is a two way street (message from the client to the public and the response the public gives to the message back to the client) . Bernays said
Public follows a trusted leader before considering the facts themselves. PR men are manipulators and shapers of public opinion and the public is irrational.

I think in contemporary PR, there is something of both to be found. It depends on the message that is sent. I do believe people can respond rationally to PR, and from that perspective, information that is presented as facts and figures do convince. But If you consider that 93% is conveyed via body and voice and only 7% is the message itself, then, from that perspective, a trusted leader might have more weight than the message. With this in mind I tend to think that Bernays was right when it comes to following a trusted leader. We can see this for example with the invasion in Iraq in 2003, when the US was still affected by the September 11 attacks. Here, I believe the emotion took over from rationality.
Nowadays, in the Netherlands we have the situation with the refugees from Syria. Some political leaders are using arguments that sounds compelling, that appeal to personal security of citizens (and instill a fear in them that their security might be breached with the coming of these refugees).
However, there is another segment of the country, that feels that the message this political leader tries to convey is wrong. The statistics which are used, seem compelling to one, but are in fact wrong. But many take these figures to be true, without properly researching them themselves.
Furthermore, the use of these statistics is all about context. Again, the refugee situation in Europe, in Britain they used absolute numbers of refugees who were coming into the UK, and the made it look as if it was an enormous number and the country was flooding. In fact, it turned out that it was only maybe about 0.02% of the entire refugee flow, yet they made it seem that all the refugees were headed for the UK. I believe this is the sin of omission, which might be considered ‘spinning’.

The Ivy Lee definition, especially the part about the two-way street is something that I believe is an essential part of PR. With the examples above, it might be partially clear. With the Iraq invasion, the message was, ‘we are not save, our security can only be guaranteed if we invade Iraq and get rid of the WMD’s.’ Sending that message received a message back, which was something like ‘yes, we should be save, and we are not right now, because we were attacked.’ So here we see the two-way street at work. The same goes for the refugee issue in Europe. Political leader listen to the public, one part that says ‘we are experiencing a lot of inconvenience from these refugees, so close the borders already’ and the political leader takes that in account in addressing the public. Another part of the country actually feels we should help out these refugees and they send out another message, which is sort of ‘pro-refugee’.
So there is a truth to both definitions, although I doubt to what extent rationality comes into play. I believe that depends on the topic (whether it is for example a societal message or a product advertisement) and the public (some people are more easily swayed by advertisement; others are more skeptical and prefer to research the information themselves before being swayed).

2. How might the role of public relations fit within a larger marketing campaign?
I believe PR is essential to a marketing campaign. A couple years ago, the Vodafone company had some difficulties with reception and it had a lot of bad press about it. Their market share tumbled in the Netherlands and afterwards they ran a marketing campaign to overcome this bad press. Nowadays they are back at the top again. So it is all about the message it sends. The product remains the same, but everything is about the message. The marketing campaign was extensive, it was all over radio, TV, the internet, and posters throughout cities so it was hard not to see. I assume that because we would see Vodafone everywhere, people could not help but think that Vodafone was still a big and a good phone company. In addition, they used some famous people to help advertise the company, which always works wonders, because the famous people are the people the ‘common man’ looks up to and wants to be. So seeing that famous person promoting that product, then we can all assume it must be a good product. Here again, rationality goes astray. Because we perceive the famous person as someone with authority (and not just a guy who is paid enough money to do the advertisement), we follow him or her, even though that person probably knows as much about phone companies and good reception and such.
In the end, I believe the marketing is a sub-part of PR and PR is not just a part of a marketing campaign.

3. How do you think developments in social media are impacting the field of public relations?
I believe they change the field of PR. At first it expands the fields. In addition to TV, radio, newspapers, and posters, we now have the various social media which can be utilized to disseminate the message. Due to the changing technology of internet and companies such as Youtube, Netflix and others, I believe the market share of television and radio will diminish, and as a consequence the revenue of advertisements via these channels. In order to retain the revenue, they are sort of forced to make use of social media, because large segments of the population are using one or more kinds of social media. In short, there is a shift in tools which are used to disseminate the message. The message itself remains pretty much the same. There is still a sender and receiver of information which should be both considered in creating the message.


#16

In addition, I think the social media allows the public to be more than just an audience. The public becomes part of the dissemination of a message (both positive and negative). The idea of something going viral is due to the public, so instead of just receiving a message, it becomes an active participant with regards to that message and will be more easily part of a discussion regarding the message.


#17

1. How do the historical foundations of public relations apply to current day news? Please share some examples.

Lee and Bernays understood that the key to influencing the public to think they wanted it to was to somehow influence (or manipulate) the media. In fact, according to their definition, the aim of public relatins is “to earn public understanding and acceptance.”

Although I’m not American, I’ve been following the 2016 U.S. Presidential Race, and I noticed that one candidate who frequently gets mentioned by the mainstream news outlets is Donald Trump. Unlike his rivals, who are all career politicians except for Carly Fiorina and Ben Carson, Donald Trump spent most of his life making deals. In other words, Trump is a salesman, but on a grander scale. No doubt his decades of experience as a businessman has taught him to exploit the media to his advantage. In fact, in The Art of the Deal he describes again and again how his audacity, his determination to deliver, and his willingness to fight whoever crosses him has won him publicity. Sometimes he wins good publicity, but when he doesn’t, he finds ways to turn the negative attention that would benefit him anyway.

Love him or hate him, it cannot be denied that Trump is dominating U.S. political news these days, and that he has won a number of people over with his boldness and frankness. By being a controversial figure, he manages to capture the media’s attention - and mind you, the mainstream media is more often than not antagonistic toward him - and turns all the bad publicity into a vehicle for what he wants to communicate to the American public.

It goes without saying that Trump’s rivals rely on teams of PR people - a testament to the profession’s importance. But one is tempted to conclude that Trump, a consummate dealmaker, is his own PR man, having penetrated the American public consciousness more intensely than his rivals have done. While it remains to be seen whether he manages to win, one thing is certain at this time: Trump’s is the loudest voice in the room, and those inside cannot help but hear it.

2. How might the role of public relations fit within a larger marketing campaign?

Author and salesman Joe Girard, in his book How to Sell Yourself, asserts that salespeople, first and foremost, are selling themselves. The products they market are secondary to their reputation and integrity, in other words. Girard and a host of other authors have said in many ways that it is a salesman’s good name that convinces customers to buy - and keep buying - from him.

In the world of business, the aim of any company is to be profitable. If the company hopes to win over and retain customers, it must establish itself as being trustworthy and able to satisfactorily meet demands in its respective market. While the company might already have these qualities, the public might not be aware of that fact. This is where public relations comes in - to sell the public on the company. This, I believe, is the foundation upon which large marketing campaigns rest.

3. How do you think developments in social media are impacting the field of public relations?

These developments mean that PR people no longer have to deal with just the mainstream media and a few influential parties. Now they must deal with the publics they wish to influence, albeit in a virtual manner. Hence, public relations now has a new challenge: how to work with the public in such a way that some would feel inclined to help spread the message the PR person wants to put out.


#19

@James I enjoyed reading your comments! I also appreciate how you made this simple and used a very visiable event to bring it home. Thanks!


#20
  1. How might the role of public relations fit within a larger marketing
    campaign?

Public relations would have to fit in right along side with a marketing
campaign, or netter yet be apart of the
plan throughout the campaign. This PR have to take a leading role instead of
being in the background, targeting a larger market van be difficult, but with
the right target audience and correct image in mind the emotional content can
fall in line with the marketing campaign. Actually aiding the campaign making
it more relatable.

  1. How do you think developments in social media are impacting the field of
    public relations?

Social media is having a major impact
on public relations. Opening the doors for a public relations
firm to post images and getting many views will be great. Social Media has boosted the travel of news and has brought the word of mouth into a much larger spectrum allowing news to move quicker and more fluently.


#21

How do the historical foundations of public relations apply to current day news? Please share some examples.
Within the context of Grunig and Hunt’s definition of Public Relations “the management of communication between an organization and its publics; the historical foundations of public relations still apply to current day news. From the 1900s, public relations practices have been a key driver of the development and growth of companies, non-profit organisations and government. For example, since the 1880s, public relations especially in organizations has been characterised by use of traditional print (newspaper), radio and television media. In fact, Ivy Lee observed that the rise of national newspaper chains and journalism in America since the 1880s had profoundly changed society. Since 1907, the survival, growth and current status of the United Parcel Service (UPS) has strongly relied on the company’s ability to manipulate its publics and “public opinion” through public relations. This transition has been possible due to the fact that UPS has able to learn from its failures in public relations drawing back from its historical conflicts with Teamsters over pension contract and staff welfare issues in the 1990s. Therefore, the historical foundations of public relations apply to current day news.

How might the role of public relations fit within a larger marketing campaign?
Marketing campaign helps managements of organizations to understand the attitudes and values of their publics in order to achieve organizational goals. Also through larger marketing campaign, smaller organizations are able to influence within and outside big organizations. Amidst these, developing and managing influential messages to targeted audiences becomes essential for the organization. For instance, MTN a leading telecommunication company in Uganda has been able to out compete its rivals like Airtel and Warid due to strategic integration and adaption of public relations tactics in its larger marketing campaign. MTN engages in, and widely communicates its business contract negotiations with government and its customers’ needs; and hence building strong ground to massively influence its publics’ options towards technological change – in its favour. For example, MTN was the initiator of Mobile Banking Services in Uganda, locally known as Mobile Money. In this context, the role of public relations fits within a larger marketing campaign.

How do you think developments in social media are impacting the field of public relations?
Given the fact that how people communicate and share information through social media like Facebook, Tweeter, etc., most people would agree that social media has fundamentally changed the usefulness of public relations. In fact a number of people are now addicted to being on Facebook and Twitter. According to Dave Folken approximately 110 million people with Tweeter accounts tweet every day globally (www.toprankblog.com/2011/02/social-media-changing). So being an internet-based way of creating and disseminating messages, “social media” creates wider space for organizations and people purposely engage in conversations and speeches, gather information, and lobby for hearing of their concerns. In this perspective, interactive public relations that integrates social media allows companies, non-profit organisations, and governments to disseminate information without relying solely on conventional print, radio and TV publications and communicate directly with their target audiences. In such a manner, developments in social media impact on the field of public relations.