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Lecture 8

CS101 Lecture Notes - Lecture 8: Political Communication, Crisis Management, Edward Bernays


Department
Communication Studies
Course Code
CS101
Professor
Ian Roderick
Lecture
8

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Mar 22, 2012
Public Relations
The management function which evaluates public attitudes, identifies the policies
and procedures of an individual or organization with the public interest, and plans
and executes a program of action to earn public understanding and acceptance”
(Canadian Public Relations Society)
Origins of PR
19th century railroad and coal barons
oIvy Lee
The Creel Committee on Public Information
oFormed to make American public believe going into WWII was a good idea
oEdward Bernays
oCarl Byoir
oFour Minute Men- got volunteers and trained them to speak publicly,
spoke the same message, gave a speech why American needed to fight
for democracy
Ivy Lee
Converting industry toward openness
Turning negative news into positive news
Putting corporate executives on display
oGot his clients to speak to the press
oMade them look human, vulnerable, likeable
oRockefeller, press release
Avoiding puffery and fluff
Stuart Ewen
“the history of PR is.. a history of a battle for what is reality and how people will
see and understand reality
As PR ‘understands’ itself
Four steps
1. Identifying existing relationships
2. Evaluating the relationships
3. Design policies to improve the relationship
4. Implement policies
Damage control
Maintaining ongoing relationships, don’t want to lose the value invested in the
brand
How PR is produced
In-house
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