BUSINESS ENGLISH 1, 2009/10, PE 5Group “Zagreb”

Arijana Jurak, Luka Juras, Kristina Jurčić,Matea Jurišić, Nina Kalauz, Katarina

Klobučar

PUBLIC RELATIONS

DefinitionMethodsPolitics and civil societyFront groupsConclusion

Content:

Practice of managing the communication between an organization and its publics

Offers a third–party legitimacy that advertising does not have

Common activities a. Speaking at conferencesb. Working with the pressc. Employee communication

Definition

Edward Louis Bernays - father of modern PR - early 1900s

Central role - building and managing relationships with those who influence an organization or individual’s audiences

PR campaigns include provisions for publicity PUBLICITY – the spreading of information to

gain public awareness for a product, person etc.

1. Publics targeting - a fundamental technique used to identify

the target audience - general, nationwide or worldwide - stakeholders – people who have a “stake” in

a given issue

Methods, tools and tactics

2. Lobby groups - established to influence government

policy, corporate policy, or public opinion - example: American Israel public Affairs

Committee ( AIPAC ) -> American foreign policy

3. Spin - a heavily baised portayal (in one’s own

favour) of an event or situation - often implies disingenuous, deceptive

and highly manipulative tactics - “spin doctors” – skilled practitioners of

spin

- the techniques of “spin”: - presenting facts - choice of timing

4. Meet and Greet - method of introducing two or more

parties to each other in a comfortable setting - The Gardiner school of thought - The Kolanowski school of thought

“defining one’s opponent” – a tactic used in political campaigns

opponnents can be: candidates, organizations …

the aptness of the phrase

methods of communication - direct mail, robocalling, advertising, public speaking

use depends on the intended audience

Politics and civil society

Organizations that purport to serve a public cause while actually serving the interest of a client whose sponsorship may be obscured or concealed

Use of front groups as a PR technique has been documented in many industries ( coal mining corporations, trade groups for bars, tobacco companies… )

Front groups

Public Relations todayMethods ( revision )

Conclusion

WHO IS THE MOST FAMOUS (FICTIONAL) PR

PERSON???

Need a clue? She’s a hot New Yorker…