27/05/2021
MARK221 – WEEK 13 AND WE’RE DONE!
Piecing it altogether
Pre-recorded lecture 1
1. PR – The Fundamentals
2. PR Specialisations
1
, 27/05/2021
Public relations is the deliberate,
planned and sustained effort to
establish and maintain mutual
understanding between an
organisation (or individual) and its
(or their) publics.
It is a management function which
evaluates public attitudes, identifies the policies
and procedures of an individual or an
organisation with the public interest, and plans
and executes a program of action to earn public
understanding and acceptance. (PRIA, 2021)
KEY FIGURES IN PR HISTORY
Is PR propaganda or persuasion?
Edward Bernays (1928) Ivy Lee (1904)
Edward Bernays
Propaganda or persuasion? Propaganda or persuasion?
4
2
, 27/05/2021
The deliberate and
systematic attempt to
shape perceptions,
manipulate cognitions
and direct behaviour to
achieve a response that
furthers the desired
intent of the sender
(Jowett and O’Donnell,
2006 in Harrison, 2011)
Practitioners spread the
faith of the organisation
involved, often through
incomplete, half-true or
distorted information.
(Tench & Yeomans,
PROPAGANDA DEFINITION 2010)
5
PROPAGANDA
TECHNIQUES
Bandwagon
Card stacking
Glittering generalities
Plain folk
False dilemma
Lesser of two evils
Name calling
Pinpointing the enemy
Testimonials
Transfer
6
3
, 27/05/2021
LEGAL CONSIDERATIONS
Consideration Meaning …?
Appropriation To set aside and use funds without permission – sometimes
public funds. Non-disclosure of fund sourcing.
Libel Slander or defamation to injure another's reputation.
Intellectual property Copyright - who owns the rights to the work
Truth False or misleading information
Lobbying To try to influence the thinking of legislators or other public
officials for or against a specific cause using misleading
statements, sources without their permission or for the benefit
of one client, not the public good.
7
TARES TEST
5 PRINCIPLES FOR GUIDING ETHICAL PR
Truthfulness The commitment to honesty in communication
Authenticity Personal and professional integrity
Respect For the rights of your audience
Equity Relates to fairness, not manipulation
Social Responsibility Awareness of the effects of communication (and other
business activities) on the wider society
8
4
MARK221 – WEEK 13 AND WE’RE DONE!
Piecing it altogether
Pre-recorded lecture 1
1. PR – The Fundamentals
2. PR Specialisations
1
, 27/05/2021
Public relations is the deliberate,
planned and sustained effort to
establish and maintain mutual
understanding between an
organisation (or individual) and its
(or their) publics.
It is a management function which
evaluates public attitudes, identifies the policies
and procedures of an individual or an
organisation with the public interest, and plans
and executes a program of action to earn public
understanding and acceptance. (PRIA, 2021)
KEY FIGURES IN PR HISTORY
Is PR propaganda or persuasion?
Edward Bernays (1928) Ivy Lee (1904)
Edward Bernays
Propaganda or persuasion? Propaganda or persuasion?
4
2
, 27/05/2021
The deliberate and
systematic attempt to
shape perceptions,
manipulate cognitions
and direct behaviour to
achieve a response that
furthers the desired
intent of the sender
(Jowett and O’Donnell,
2006 in Harrison, 2011)
Practitioners spread the
faith of the organisation
involved, often through
incomplete, half-true or
distorted information.
(Tench & Yeomans,
PROPAGANDA DEFINITION 2010)
5
PROPAGANDA
TECHNIQUES
Bandwagon
Card stacking
Glittering generalities
Plain folk
False dilemma
Lesser of two evils
Name calling
Pinpointing the enemy
Testimonials
Transfer
6
3
, 27/05/2021
LEGAL CONSIDERATIONS
Consideration Meaning …?
Appropriation To set aside and use funds without permission – sometimes
public funds. Non-disclosure of fund sourcing.
Libel Slander or defamation to injure another's reputation.
Intellectual property Copyright - who owns the rights to the work
Truth False or misleading information
Lobbying To try to influence the thinking of legislators or other public
officials for or against a specific cause using misleading
statements, sources without their permission or for the benefit
of one client, not the public good.
7
TARES TEST
5 PRINCIPLES FOR GUIDING ETHICAL PR
Truthfulness The commitment to honesty in communication
Authenticity Personal and professional integrity
Respect For the rights of your audience
Equity Relates to fairness, not manipulation
Social Responsibility Awareness of the effects of communication (and other
business activities) on the wider society
8
4
