Week 3 Notes
Week 3 Notes ADPR3850
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This 11 page Class Notes was uploaded by Kacie Notetaker on Wednesday August 24, 2016. The Class Notes belongs to ADPR3850 at University of Georgia taught by Cacciatore in Spring 2016. Since its upload, it has received 8 views. For similar materials see Introduction to Public Relations in Public Relations at University of Georgia.
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Date Created: 08/24/16
▯ Powell Moore- Guest Speaker UGA and Grady graduate Nixon, Ford, Reagan, W Bush Department of Defense Work Experience o Senate office o Office in white house o Office across from assistant general of the army o Office in pentagon- In Pentagon while plane flew into it o Worked on republican conventions o Two oversees assignments o Served in army in Germany o Bush administration o Representative of secretary of defense Trying to influence public policy in DC o Lobbying o Went to Ft. Benning While you were in college, what were the most beneficial things you did for your career? o “Business manager for red and black” and join a fraternity What would you consider your greatest achievements? “Working for Richard Russell” o Berlin wall went up while in Germany Reagan o “Wrote a radio strip everyday, makes you think how you want to face the issues of that day” Experiences with different cultures doing your job o Russian federation has drug problem fueled out of Afghanistan, thought it was bad if we thought it was good, they don’t understand win win scenarios How has PR changed over the years? o “Technology” A BRIEF HISTORY OF PUBLIC RELATIONS: ANCIENT BEGINNINGS PR has always been around o People have always been trying to stand out from the masses and distinguish themselves using PR o The Rosetta Stone (196 BC) Amounts to a press release of pharaoh List of achievements written in 4 languages so that it reaches 4 different corners of the globes Designed to reach the widest possible audience Earliest tangible example of public relations you can actually hold in your hand (Ptolemy V) accomplishments o Julius Caesar (~60 BC) Understood you need the public on your side to fulfill goals Threw parades as part of a campaign to fulfill political ambitions To celebrate Good sentiment towards the party thrower Instilled feelings of pride within citizens o The Church (~11th Century) Enlisting followers in the name of penance or forgiveness Very powerful tactic on getting people to follow you A BRIEF HISTORY OF PUBLIC RELATIONS: COLONIAL AMERICA (16th – 18 thCENTURIES) o Public relations as a means to promote settlement o People arrived from overseas in the US Used PR to get more people to come Claimed it was fertile, thriving life ect. Promotion of the new world o Struggle for independence revolutionary war o e.g., Boston Tea Party (“the greatest and best-known publicity stunt of all time”) Propaganda used to galvanize support for the Revolutionary movement SAM ADAMS: PR SPECIALIST Recognized power of the pen o And the power of PR Used writing as a means of communicating about the importance of independence, and unity, and about the injustice of the colonies Reached a wider audience than oral stories Control your message because oral stories change o Get people tied in with the emotional side o Recognized the power of special events and symbols o He was behind the Boston Tea Party and understood the emotions such an event might arouse o Used slogans- easy to remember “No taxation without representation” o Used press releases and news leaks Wrote an account of the Boston Tea Party before the event had even occurred Important because he describes it as the greatest revolt, greatest display ect. Controlled the narrative Was “first to the scene” o Even more important during the age of the limited press because it took so long to get information out Paul Revere delivered the account to newspapers as soon as the event occurred Got news of battles through press leaks SAM ADAMS’ OBJECTIVES 1. Justify the cause 2. Promote advantages 3. Arouse the masses 4. Neutralize opponents o Attack people through the press o If someone says something about you be the first to attack 5. Phrase issues clearly o Important then, important now A BRIEF HISTORY OF PUBLIC RELATIONS: THE AGE OF THE PRESS AGENT (1800s) Entertainment then was traveling shows, freak shows, people shooting, strong man competition o The age of hype: Davy Crockett Buffalo Bill Annie Oakley o Press agent tactics o The master of the pseudo-event: P. T. Barnum Understood the key aspect of successful traveling circus successful PR Was incredible at what he did Used ticket giveaways and opinion leaders to ensure event success o Basically burned the 1st night, gave away tickets to ensure it was packed o Brought in journalists, invited wealthiest families o ticket sales poured in Joice Heth o Slave o Looked incredibly old, so they built a narrative that she was the nanny to George Washington o Created political narrative Tom Thumb o Little person o Made people pay to see him Jenny Lind o Exotic singer “Jumbo” circus elephants o coined the term jumbo made his elephants seem bigger and better than everyone else’s A BRIEF HISTORY OF PUBLIC RELATIONS: PR GROWS AS AMERICA GROWS o Public relations was pivotal in the early growth of America o Settling the American West Railroad companies had to not only build railroads, but also sell the need to use the railroad Railroad promotion techniques: Free tickets to journalists o Encouraged good press on the west Published brochures about fertility of land, etc. A BRIEF HISTORY OF PUBLIC RELATIONS: THE RISE OF POLITICS o Political beginnings o John Beckley & Thomas Jefferson o Amos Kendall & Andrew Jackson o Teddy Roosevelt o etc. ALL THE PRESIDENT’S MEN: Thomas Jefferson & John Beckley o Beckley: Jefferson’s “eyes and ears” for public opinion Listened to the problems of the people then built messages appropriately based on what people were worried about o Jefferson Jefferson rarely wrote himself, but urged others, including John Beckley to publicly counter the federalists in the press Urged 3 party endorsement ** Understood “pen is mightier than the sword” Attack the people who want to take us down Use the press to counter the claims of the federalists Jefferson urged Madison to attack the ideas of Alexander Hamilton, writing: “for god's sake, my dear sir, take up your pen, select the most striking heresies, and cut him to pieces [sic] in the face of the public.” THOMAS JEFFERSON IN POLITICAL CARTOONS o “The Philosopher Cock” o historical cartoon of Jefferson and his mistress slave: sally hemming o Jefferson is a rooster because it is not an animal that mates for life Promiscuity Matters to the public a great deal o Roosters and hens were symbols of revolutionary France at the time Negative image AMOS KENDALL: PRESIDENT JACKSON’S “THINKING MACHINE” o Jackson Kitchen cabinet was his inner circle discussed political plans discussed public opinion o Image of Jackson Rugged, people’s man part of his PR Also had to be presidential o Kendall A member of Andrew Jackson’s “kitchen cabinet” Jackson was portrayed as a rugged frontiersman who worked for the people He spoke ruggedly as well, so he dictated his ideas to Kendall, who made them more palatable Kendall was “the President’s thinking machine, and his writing machine – ay, and his lying machine....He was chief overseer, chief reporter [...] scribe, accountant general, man of all work – nothing was well done without the aid of his diabolical genius.” TEDDY ROOSEVELT o Teddy Roosevelt Very in tune with public relations Knew relationship with the press needed to be open and positive Press can be your biggest ally because they have control of what info is out there Changed government through PR Often used informal chats with reporters to anonymously get his ideas into the press Understood timing Always issues press releases on Sunday in order to capture Monday morning headlines Understanding the importance of press and positive relationships with the press, he created first White House press office**** test question o Bear Story: As president, image is important want to be intelligent but also one with the people Plan a hunting trip for PR, want to show his rugged side by killing a bear Days pass and he hasn’t killed one, so people on his team find an old bear and tie him to a tree to be killed Teddy chooses to have the bear killed by someone else to avoid bad press Someone releases a press about him being too weak to shoot the bear, but an ally in the press releases a different narrative about his humane side o This is the story that takes off o Becomes positive press teddy bear o 2 main points understood relation with the press saves him later on WOODROW WILSON & GEORGE CREEL o Woodrow Wilson established the “Committee on Public Information” in 1917, on which George Creel served Committee was charged with changing anti-war attitudes as U.S. was entering WW1 became known as the “Creel Committee” Went through massive effort to do so Powerful attempt (don’t need to know numbers) o The Creel Committee: mailed out 6000 news releases generated 20,000 columns of newsprint each week published an official daily with a circulation of 118,000 sponsored 75,000 speakers in small towns of America established a foreign language division that monitored foreign language newspapers and translated foreign documents developed exhibits, films, and posters that traveled the country o Creel and his committee regulated the press to control war coverage He asked that newspapers seek approval before printing news that he categorized as “dangerous” e.g., information about military maneuvers, threats to the president, questionable news that involved technical inventions and rumors, etc. o Wilson also hired Creel to sell war bonds, enlist soldiers, and to raise millions of dollars for welfare through the Red Cross, resulting in fundraising becoming a successful element of public relations After the war, an optimistic belief in the power of mass communication emerged o Changed the way people viewed media Before: people believed you were powerless against the media, that you blindly followed it and that’s all you could do After: change to being able to make your own opinion about media stories FRANKLIN D. ROOSEVELT & LOUIS M. HOWE o FDR Used radio speeches to convey warmth, personality and nonpartisanship Introduced and continued “fireside chats” on advice of pollsters Direct communication from president to masses o Louis M. Howe, his PR advisor Controlled FDR’s image FRANKLIN D. ROOSEVELT & CARL BYOIR o Byoir Important figure in the campaign to fight infantile paralysis put forth by Roosevelt designed fundraising events to make news (FDR Birthday Ball) and raise money Byoir called every newspaper publisher in the U.S. and asked him to nominate a local FDR Birthday Ball chairman (a tactic United Way has continued) “Dance so that a child may walk” became the slogan Major American families all attended (Vanderbilt’s, etc.) and event raised $1 million dollars o Knew top social being shown would create a desire for everyone to show at his parties HARRY TRUMAN & ARTHUR PAGE o Arthur Page o VP of Marketing at AT&T o wrote President Truman's announcement to the world of the dropping of the atomic bomb on Japan o he was a marketing person interesting because it wasn’t a journalist, it was someone more tied to public sentiment o The announcement was originally tasked to William Laurence of the NY Times, but he struggled at properly capturing a Presidential voice Turned down story
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