COMM411: Unit 1 Discussion


#63

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

Public relations as we know it today based on two models: Ivy Lee’s “honest broker,” which was founded under the belief that the general public is rational enough to identify facts, and Edward Bernays’ “master manipulator,” which was founded under the belief that that the public can be more easily influenced by emotions and celebrities, rather than facts.

Taking a look at broadcast news media, we can see that each network can be dichitomized into two categories akin to the founding public relations model. Commercial broadcasting (the “master manipulator”), the dominant form of broadcasting in the US, is supported by an audience. With viewership as commodity, each of these news networks competes with one another through various means in order to acquire more viewers. Most news networks utilize sensationalism, loaded language and audience participation, all of which can appeal to emotion. As a result, each news network reflects off their respective audiences by adjusting their vocabulary and tone to cater to their viewers and influence their emotions.

Public broadcasting (the “honest broker”) relies on government funding and it is founded under the principle that its content remain accessible to a universal audience and that the content has universal audience appeal. Reporters in public broadcasting must separate themselves from the story and remain emotionally neutral as they present the facts.

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

Hot-button issues can inspire the most memorable advertisements. For example, with the advent of Donald Trump’s 2017 inauguration, Budweiser exploited the controversial topic of immigration for its Super Bowl LI commercial. Budweiser’s commercial told the story of the St. Louis-based beer company’s German-immigrant co-founders, including the xenophobia the founders faced in America. The commercial generated media coverage after it aired, which further increased the presence of Budweiser’s brand. From a marketing aspect, the commercial’s goal was to sell beer. Through PR, the commercial’s goal was to sell Budweiser’s reputation.

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

Social media allows information to reach the masses faster than ever. In turn, businesses and institutions are able to passively track their audience’s responses the moment a campaign is launched or a statement is publicized. Through the use of hashtags, buzzwords, surveys and “currently trending” content, a PR specialist can determine what the public is discussing without having to actively engage with them. The effectiveness of online PR can be measured by engagement, impression, items, mentions and reach.


#64

I wonder how many companies are already working on converting their (traditional) PR departments to a new style PR department. Bloggers sometimes get products that they can test and where they can then write about them. But are there PR departments, which are already taking a step further and are working to map out how to make optimum use of Web 2.0 in PR-moderation? For example, are Dutch examples known of companies that seriously approach bloggers as a PR target group, have already converted their traditional press releases to press releases 2.0 and send their news with tags, RSS feeds, links and, for example, podcasts to bloggers?


#65

Great question, but I am seeing this happen now. A lot of the blogs I look at for entertainment now will have a real news story on it. Like you stated most blogs are now selling something; which for me is taking away from the blog was intentionally for, entertainment.


#66

How do the historical foundations of public relations apply to current day?


#67
  1. How do the historical foundations of public relations apply to current day news? Please share some example.

From the readings, the main goal public relations was to influence the opinions of the public and how they accepted or interpreted news. For instance, corporations sought the services of PR such as Ivy Lee who obviously understood journalist and how to craft an angle to a story. People also seem to have a natural trust for what appears in the media and are likely to accept it as the truth. So historically, if the story from the company’s side secures some publicity in the mainstream media, it was likely to be embraced by the public as the ultimate truth. However, in current day news, there is media democracy and almost everyone who has access to the internet can share the their knowledge, openly criticise the story and raise online debate about the truth behind the story. With specific reference to the ‘Rise of the image men’ article, I would say that historical foundations of PR do not fit the current day news context and how news is produced and consumed. Currently, media cannot even gatekeep information.

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

Public relations is about publicity and creating relationships with stakeholders. Marketing is about pushing for sales. PR should be more concerned with communicating the philosophy, culture, values and everyday practices of the organisation to the stakeholders. That is the essence of building mutual understanding and relationships between the organisation and its constituencies. On the other hand, marking is focuses on selling the products and services. The only fit in my opinion is that, as an organisation, you cannot tell stakeholders what your values are but the products you market/the marketing messages do not show that you operate and live by those values.

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

Social media allows for continuous communication with the broader public. It is also an opportunity for the public to be up to date with the organisation and its operations. Social media allows corporate communication (I prefer this term over PR) to be in a daily conversation with stakeholders and therefore is good for maintaining relationships. On the other hand, it is the fasted way of learning about the perceptions of the public about the organisation and it also empowers the public to converse openly among itself about the organisation, including criticising it. The implications of this is that the public does not wait to hear from the mainstream media, instead, social media gives them the platform to create the narrative about the organisation, on their own. The implication for this is that PR cannot afford to only communicate through media releases when there is something “big” to announce but that the story of the organisation unfolds everyday, with every tweet, Facebook post or blog. And PR practitioners have to engage in the online dialogue 24/7.


#68

Great insight to these questions. I found it very helpful in explaining some things i did not quite pick up on.


#69

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

Given the bombardment of news and information due to social media, the foundations apply with a few additions to managing communication. Online Reputation Management and Social Media Management gives organizations instant access into public response, reactions, and impressions about the organization; thus allowing it to be able to change public view of the organization.

How might the role of public relations fit within a larger marketing campaign?
Public relations may fit within a larger marketing campaign by monitoring how publics have responded to similar situations. Lessons can be learned by prior examples, a pr management plan can be developed from projected responses and assumptions. Observing how fast media spreads news now and the various modes of receiving news is important. Let’s not forget the power of forums, such as Reddit.

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

I seem to have answered this question in the first 2 responses, but to reiterate 1.) Instant access to the public and the ability to implement Online Reputation Management 2.) Access and modes of retrieving information 3.) Online groups and forums, where anonymous posting can greatly affect the amount of information disseminated to public ( could come from someone close to the organization and it’s sources).


#70
  1. How do the historical foundations of public relations apply to current day news? Examples?
    I feel public relations currently has a small role in everyday news because at some point during that broadcast there is a section for celerity news, or what is in now, or a spot where something is being sold at a discounted price because it is on the news. Now public Relations is not in main stream news its on blogs or social media. Public figure still go to the news get messages out and campaign. That is useful to them because getting their face or name out there is important for their situation.
  2. How might the role of public relations fit within a larger marketing campaign?
    Public relations fits perfect within a larger campaign because these figures have to get there message across. It takes marketing to ensure the best message or the message they are portraying to get out. PR helps shape the look of their business to the public which is important for reliability, making money and being a long term successful company.
  3. How do you think developments in social media are impacting the field of public relations?
    Social media now has a major effect on PR. Now most celebrity and main stream news is online. Social media is a quicker source to get to information. Organizations now have the opportunity to directly impact the community or customers.

#71
  1. How do the historical foundations of public relations apply to current day news? Please share some examples.

    We learn from our reading that PR (on behalf of our client) supply the press and the public - prompt and accurate information concerning subjects which it is of value and interest to the public to know about. As I observe today, many are still using that practice of PR to represent themselves to the public. We learn that having a good PR plan can help us meet our client’s and the public’s expectations.

The UPS case is a great example that any industry should look on to today. Even though people from the inside strike, they are still grounded with their principles that these people are assets in the company and that they should not treat them wrong. As how they said it, “it the lifeblood of their organization”. In contrast to what is happening today, I witnessed some companies that used that tactic as well and the public gave them an impression that they truly care for their employees.

These foundation in PR had been laid for us to use and for us to learn from it and also to fill in for the holes that we can find on what we have in our hands today.

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

As per Peter Granat’s “A Recipe for Marketing Success”, PR adds a tremendous value to company’s overall marketing plan because it creates visibility, and validity that are necessary to fuel all other marketing activities.

PR helps marketing campaign for it doesn’t just sell the product (or the person) but it showcases its moral values, its beliefs, and how it helps the stakeholders. What good about PR is that having harmonious relationship with the press, they will be the ones to help the team during press conferences, articles about the company, and etc. It shows that if we build good relationship with the press and the public, sales for our products will increase for we were able to build trust among each other.

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

Social media gives another means for PR to communicate and disseminate their message. It gives us another platform and wider reach of audiences. However, the challenge could be a group of people who have a laptop and can be a persuasive person who can influence other people’s opinion about the client that is why building a crisis management or protection for reputation is rampant in the field PR.

Public Relations practitioners must polish how will they quickly respond in times of this trial in the company. Think ahead!


#72

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

As traditional media outlets change and become smaller, they appear to be relying more on press releases as sources for stories. While journalists may have been on site to cover an event in previous years, with smaller staffing levels, initial stories appear to be based mostly on press releases provided by police services, government offices, and organizations.

Modern public relations associations have also carefully studied the origins of the industry and created codes of ethics for their members to prevent some of the negative impacts of past public relations campaigns. In this way, the historical foundations of the industry have given current practitioners best practices to work from that prevent the mistakes of the past.

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

A marketing campaign run without the public having any prior knowledge of the organization runs the risk of falling flat. Name recognition and positive public opinion increase the chance that a consumer will take a second look at a direct mail piece or engage with a social media marketing campaign.

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

Locally, our television outlets and newspapers put out crime stories based entirely on press releases from our police service. In an attempt to be the first to report the story online they rely solely on the information provided. Local journalists, bloggers, and social media influencers then pick up the story and report further details. In this way, rather than killing traditional public relations, digital media has become an extension of how traditional public relations operates.