PR Analysis

Chapter Eleven begins with a very brief but good definition of Public Relations: "...people today work to create favorable images-- for corporations, public officials, products, schools, hospitals, and associates."It also says that there are three ways to "encourage people to do what you want them to do." The first is power, which simply means ruling by peer pressure. The second is patronage, also known as bribery. And the third is persuasion, the act of using argument or reasoning to make someone do something. Persuasion is the basic art of public relations.

The most well-know early PR practitioner was Ivy Lee, who opened an office in New York with George F. Parker. Lee and Parker represented George Baer, a coal magnate, when coal workers went on strike. Lee prepared a "Declaration of Principles" that was published in city newspapers. Consequently, the declaration shaped the framework of public relations companies for the future.

In 1923, Edward L. Bernays began to further impact the field of public relations. He wrote the first book on public relations Crystallizing Public Opinion. He also instructed the first course on the subject. Later in his career, he defined PR as "giving a client ethical advice, based on research of the public, that will win the social goals upon which the client depends for his livelihood." Obviously, the field and art of public relations had changed drastically just over his lifetime.

The book then explains the different specialities of public relations. Financial PR pertains to the business aspect if the industry. Information is usually relayed from the practitioners to the business reporters. Product PR uses techniques to sell products or services, which works hand-in-hand with advertising. Crisis PR is executed in situations where a company, person, or place is effected by an unexpected emergency.

I found it interesting and very applicable when the book referred to websites as being the "face" for a company. We tend to overlook the power of the internet, as it is available to so many people all over the world. While the internet can help build the reputation of a company or person, it can also easily and quickly damage one. The chapter goes into how outraged consumers can easily go online to rant and tear down the image of a company. So while the internet is great for posting information for publicity purposes, it also requires a ton of up-keep and constant watch to prevent crisis situations.

Lastly, the chapter discusses the different services and responsibilities of a PR practitioner. Because public relations is an important part of government, education, nonprofits, industries, business, athletic teams, entertainment, and other international markets, public relations requires a lot of skills. Important services PR agencies offer are writing, editing, media relations and placement, special events, public speaking, production tasks, research, programming and counseling, training, and management. So obviously, a person interested in public relations, such as myself, should take advantage of opportunities to practice these skills and abilities in order to launch a successful career.