Public relations

Public relations "...includes the dissemination of information to the press and television for possible news coverage and the general development of an organisation's image with the public. This latter activity can often constitute a major asset in marketing terms."
- Wills et al (1980)

The two founders of public relations were Ivy Ledbetter Lee and Edward Bernays. Lee's declaration of Principles in 1906 claimed that "All our work is done in the open" and that his aim was to "supply to the press and public of the United States with prompt and accurate information." Bernays was influenced by the work of his uncle, Sigmund Freud. His aim was to "manipulate public opinion". His 1928 book titled "Propaganda" asserted that "Intelligent men must realize that propaganda is the modern instrument by which they can fight for productive ends and help bring order out of chaos."
- Macnamara (1990)

Lidstone (1987) makes the following comments about public relations:

"Advantages

• Allows direct contact (even with patients).
• Can provide two-way communication (e.g. congresses).
• Can gain very large coverage in short time.
• Allows for demonstration of proof (e.g. scientific meetings) plus the opportunity for opinion leader support.
• Information is more credible when coming from third and more technical source.
• Can be segmented or provide general coverage.

Disadvantages

• It is complex to organise and control.
• Difficult to measure effect.
• Phenomenon of 'escalation' (costs are never easy to control and tend to exceed budgets).
• Danger of adverse repercussions (e.g. after press releases to general public) if not very carefully controlled.

Basic questions to ask before using

Are we carrying it out professionally and ethically?

...

Comments

Public relations can be enormously effective and low cost. But very poorly thought out objectives seem to be the rule rather than the exception."
- Lidstone (1987)

"Rule One of public relations is "Know your publics", Rule Two is initiate rather than react."

Because…

"When a crisis strikes or an issue arises with potential adverse effects for your organization, it may be too late unless you have built up a reservoir of public goodwill and community understanding."

Also, initiating is…

"…far more effective than reacting. There is a natural tendency in all of us that makes it harder to change an opinion that is formed than to create an opinion from scratch.

American psychologist, Leon Festinger, has carried out extensive study of propaganda effects, Festinger reports that once an attitude has been formed, there is an instinctive tendency to protect and nurture it. We hold an opinion as something personal and are naturally inclined to defend it - even against overwhelming logic and facts. Our desire for mental and emotional stability means that, not only are we resistant to change, but we feed our prejudices on claims which are in conflict with them".

"The "manufacture of issues" is a sometimes controversial subject. But provided you act within the law, it is a legitimate tactic and one which is used everyday by aggressive and progressive marketers.

For instance, the manufacturer of calcium tablets could not increase sales until they made an issue of osteoporosis among women. After a major public relations program to draw community attention to the problem of bone decay among women above 30, advertising had a market in which to work and substantial sales increases were achieved."
- Macnamara (1990)

Lidstone J with Colier T. Marketing planning for the pharmaceutical industry. Aldershot UK. Gower 1987
Macnamara J. The Australian Marketing and Promotion Handbook. Melbourne, The Business Library. 1990
Wills G, Cheese J, Kennedy S, Rushton A. Introducing Marketing. London Pan 1980