Public relations concepts and applications

¶ … global PR trends?

The introduction of the Internet has changed the face of global commerce and thus the role of public relations. Only through the use of the unfiltered medium of the Internet could Martha Stewart issue a Christmas letter on her own personal website, to her many, presumably adoring world fans, about her positive yet trying experiences behind bars. The online medium allows an individual to have unfiltered contact with the public, when disseminating slanted information to the public. The information no longer needs to be passed through any screened form or censorship, as might occur when transmitted through the use of commercial television or radio.

Also, the Internet is more focused in the sense that the speaker does not have to quickly cut back to a sponsor -- public relations on the Internet can be more extensive, yet also more covert, and it can even be disguised as a news article, that is really a press release. The Internet also allows for more segmented distribution of public relations press. True, fliers and promotions in PR's past were often directed towards a particular community or region. But the Internet allows the wide dissemination of a press release to, for example, millions middle aged runners all over the United States and North America, who wish to hear about the release of a newly created race for charity or the defense of a popular track athlete avowing his or her lack of steroid use, all by having a press release linked to a popular online sports magazine.

What are the differences in publicity and advertising in terms of their impact on publics?

Advertising conveys a very direct message -- it tells the consumer to buy a product. It tells the consumer why the product is good, why the product is better than the product's competition, and usually why the price is better or at least justified. A press release for publicity purposes, in contrast, is more generally informative and less directive in its appeal. Also, PR often attempts to create positive 'buzz' for a public figure or a trend rather than to immediately motivate behavior. The use of appropriate PR attempts to create a sense that 'people are talking' about this person, issue, or entertainment venue.

When do you need proactive PR planning? And when do you utilize reactive crisis management?

Proactive PR planning often takes place before the opening of a new store or venue, or before a new feature opens at the multiplex -- witness how, when a new film opens, the actors involved will do the 'talk show circuit' in an attempt to create interest in the film. Often, the actors will not say 'see this film.' Rather they hope to generate positive public relations by talking about their experiences with the film in a positive fashion.

It would be remiss to talk about reactive crisis management without a contemporary reference to Martha Stewart's current crisis. Stewart's use of her advocacy for prison reform is an excellent example of trying to turn a negative public event, such as company's chief executive doing jail time because of an insider trading conviction, into a potential PR plus.

Thus, proactive PR planning takes place when one seeks publicity and seeks to reach out to the media organizations and to the general public. In contrast, reactive PR is needed when an already established figure, more often than not, is suffering the effects of negative press and must turn his or her image around. PR personnel often accomplish this image rehabilitation by the crisis a different spin, or deflecting attention from the crisis onto another issue.

In addition, synthesize the course learning by describing the impact of positive and negative PR in your daily life and provide at least two examples of each in your paper.

Of course, one prefers to think one stands above the fray in terms of public relations -- when one studies its influence, and is so cognizant of its insidious uses and subtle effects, one would like to think PR has no impact upon one's own personal world view and behaviors. However, every time one picks up a flyer for a local band playing in a local bar or fraternity house, one is indirectly sampling positive PR for the band, and also the venue. This can be a good thing, as if one attends, one's own enjoyment is enhanced, as well as the band's reputation and the establishment that is hosting the band. If one returns to the venue to buy a drink (or decides to 'rush' the fraternity house) even when the band is not playing, however, the objective of the PR promotion for the bar has been achieved.