Before you read this, about 2 blogs ago i wrote one and never got the credit for it i don't think.
5 big ideas on PR
1) In the United states, the roots of modern public relations can be traced back to the time of the American Revolution. During the months and years leading up to this conflict, pro-independence supporters used staged events such as the Boston Tea Party, drawings of the Boston Massacre and leaflets such as Thomas Paine's "Common Sense" to increase the public's political awareness of the British Crown's abuses, both real and imagined. These attempts at swaying public opinion in favor of independence were far from what today's audiences would consider fair or balanced journalism. Pro-independence advocates embellished the events of the day, adding fictionalized elements to make a more compelling case for rebellion.
2) Now today in the 21st century, technology now offers the public nearly unlimited and instantly accessible information, an army of fact checkers has made spin unprofitable and unwise in most situations. The best example of this has been created by the public relations campaign of the Tobacco industry. They created a campaign to convince the public, as well as U.S. Congress, tobacco use doesn't cause cancer and other health problems. There is considerably overwhelming evidence of the multiple health dangers of smoking eventually became so compelling that the tobacco industry was forced to make the largest consumer product safety liability settlement in history. Proving that some situations can not be spun positive by way of good P.R.
3) The ready accessibility of Internet Technology prevents competing and minority perspectives from being shunted from the public's view, as was sometimes the case before this technology emerged. Public relations professionals in large part realize the necessity of honest and fair advocacy. Manipulating facts could destroy a professionals credibility, or significantly damage a client's interest, should the public learn that a PR campaign intentionally hid information about a product or failed to tell the whole truth about the background of a political candidate. When PR campaigns intentionally present false information to the public, the ramifications could be consequential. In this new media age, facts and truth surface much quicker then in previous years. Lies and disinformation is a huge risk for any PR firm.
4) Historically, PR professionals used their influence to entice traditional media producers such as print journalists, to investigate and create favorable content about their clients, or their clients products, so as to generate positive media attention. Modern day examples include athletes, Michael Vick, Plaxico Burress and Tiger Woods. Each of whom were popular athletes and made millions on the playing field and also in endorsements. However, big hits to them, jail time for Vick and Burress and scandal for Woods, required their PR firms to rebuild their image. It happens everyday with public figures who are under fire from the media.
5) PR firms and their clients now use the Internet as a social networking resource to build identification with clients and to attract new interest in their products, much in the same way we use Facebook or MySpace to connect with friends and family. Their goal is to create a large virtual community surrounding the clients' products and services. To do this, PR firms often employ 360-degree campaigns, which present a client's message across a wide range of media platforms, including the Internet, television and radio, print and mobile devices. These campaigns create the sense of a "special community" among consumers (or supporters of a political candidate). Editorial news stories and, in some cases, paid advertising then reinforce identification with this virtual community.
