THE PUBLIC RELATIONS INDUSTRY PAST & PRESENT

HISTORY & GROWTH

Desperate Times…

•When a Colorado coal company, owned by John F. Rockefeller Jr., was the scene of a massacre, killing many women and children, he knew his families strict policy of silence wouldn’t do.

• He called journalist Ivy Lee to help manage the PR crisis; although public relations was not yet invented. More realistically, he probably said, “HOLY $%%##?!!! HELP!” Son of a preacher, Ivy Lee went

to Princeton and worked at three New York newspapers before forming a “public relations agency” in 1904.

“Ludlow Massacre” – Denver Post

Why Is This Interesting?

He enlisted a consultant for help (a journalist, no less) who did the following: Traditional Public Relations tactics: Researched/interviewed and wrote “press

materials” outlining the facts, crafted messaging and redefined the narrative; distributed a speech by Colorado Congressman George Kindel, a sympathetic to the coal operators

Government Relations: Published a series of bulletins (The Struggle in Colorado for Industrial Freedom) to thought leaders around the country, perceivably from the coal operators themselves, relying heavily on reputable sources in government and the community; conducted briefings with key politicians

Media Relations: A series of Letters-to-the Editor by Colorado Fuel & Iron President Jesse Welborn and a press tour featuring a spokesperson of Colorado’s governor to make public facts about the strike and militia’s response that led to the event

Employee Relations: Copious, intentional communication to create open communication with employees; implementation and communication around new Employee Representation Plan

Corporate Communications: Helped facilitate communications related to a pending strike settlement

Community Relations: Rockefeller Foundation pledged $100k to a program to create work for displaced Colorado workers.

What happened, is almost exactly what would happen today. Crazy.

One Hundred Years Young

Because it is so young, PR is still evolving. Societal trends that have influenced its

evolution: 1.Growth of big institutions 2.Heightened Public Awareness and Media

Sophistication3.Increasing societal Change, Conflict and

Confrontation4.Globalization

One Hundred Years Young

Kim Cattral as Sex & the City’s Samantha Jones, owner of Samantha Jones PR

Because it is so young, PR is still evolving. Societal trends that have influenced its

evolution:

Or this…

Whitney Port, reality fame whore, who “worked” in PR at People’s Revolution and Diane von Furstenberg

And most certainly not this,…

My Aunt Kim, who is like two semesters shy of finishing college and has not held a job of any kind since a short-term waitressing gig before she had kids 25 years ago, and just sent me an invitation on LinkedIn billing herself as a “PR and Communications Consultant”

In real life, it looks more like this…

Jay Carney, Obama White House Press Secretary

And this…

Jeff Porro is a speechwriter for Fortune 500 CEOs, an award-winning screenwriter, and a PhD researcher.

And this… (hopefully, you’re getting the point)

Vivek Varma, Executive Vice President, Public Affairs – Starbucks; oversees Starbucks global functions in areas of public relations, government affairs, social responsibility and investor relations

PR is EVERYWHERE

Big Money: A multibillion-dollar industry with more than 158,000 professionals

Big Growth: Expected to increase faster than most occupations in the coming years

Big Expectations: 84 percent of CEOs point to public relations as the way to raise awareness of important issues internally and externally

Big Competition: General managers of every type – eager to gain management access and persuasive clout – are trying to be in PR

If PR is everywhere why so hard to define?

Good PR is done behind the scenes. The PR mastermind is never on the stage, but behind the stage with an earpiece bossing everyone around.

Different things to different people

Even the industry itself can’t agree on a definition

But if you MUST have a definition…

“ Public relations is the management function which evaluates public attitudes, identifies the policies and procedures of an individual or an organization with the public interest, and plans and executes a program of action to earn public understanding and acceptance.” – Denny Griswold

Quick and Dirty

Without getting hung up on semantics, a few things are certain, PR is:

PERSUASIVE BELIEVABLE ACTIONABLE

PR must interpret the philosophies, policies, programs, practices and passions of their management to the public and the attitudes of the public to management.

But how? So glad you asked.

How is it different from the other disciplines?

How is it different from the other disciplines?

How is it different from the other disciplines?

How is it different from the other disciplines?

In other words:

Branding = The

Objective Marketing = The Strategy

Advertising = A Tactic

PR is the brains of the operation.

PR leads the charge on messaging, strategy and direction.

The other disciplines take their cues from PR.

Functions of PR

PRODUCER | ORCHESTRATOR | DIRECTOR | WRITER | ARRANGER

What does it take?

Diversity of Experience Performance Communications Skills Relationship Building Proactivity & Passion Teamliness Personality, Likeability

& Chemistry

According to me: • Strong communicator • Thick skin • Quick on your feet • Flexible • Grace under fire • Positive/Enthusiastic • Creative • Persistent/Relentless• People person• Self-starter/Motivated • Quick learner

According to the book:

Real Life Example

Unsolicited Career Advice #1

If there is ever a problem, go to your boss FAST. You definitely want them to hear it from you first. But never present a problem without a possible solution. Even if your solution is kind of lame.