This document provides an overview of public relations including definitions, history, principles, and activities. It defines PR as the art of communication and managing connections between an organization and its publics. The history of PR traces back to figures like Julius Caesar and the development of the field in the late 19th/early 20th centuries. It also reviews current PR campaigns that utilize events, social media, unconventional methods, and celebrity endorsements. The principles of PR emphasize facts over fiction and the public interest. Common PR activities include publicity, advertising, research, and public affairs.

1. Intro to Public Relations
SM 108
Week 1

2. Public Relations
 What is public relations?
Public Relations (PR) is the
art of communication and
managing connections and
associations.
PR is also the practice of
establishing credibility.
PR is an important tool that
forms up the marketing mix
in an organization.

3. Public Relations
What is public relations?
PR is a two-way street – advising
the client on attitudes and actions
to win over the public.
… educating the public to accept
these goods, concepts and ideas.
- Edward Bernays, Father of PR

4. Public Relations
 Chartered Institute of Public Relations (CIPR):
Public relations is about REPUTATION - the result of what you do,
what you say and what others say about you.
… the discipline which looks after reputation, with the aim of
earning understanding, support and influencing OPINION and
BEHAVIOUR.
… It is the planned and sustained effort to ESTABLISH and
MAINTAIN goodwill and mutual understanding between an
ORGANISATION and its PUBLICS.

5. Public Relations - Definition
Wikipedia:

6. Public Relations - Definition
Public Relations Society of America:
Public relations is a strategic communication
process that builds mutually beneficial relationships
between organizations and their publics

7. Public Relations - Definition
Public Relations is… PR.
On the bigger occasions, it is about the
act of PERSUASION and managing
RECEPTIVITY between the public
and the client (organization)
On a smaller scale, it is about managing
PERCEPTIONS and RESPONSES around
you and others.

8. Public Relations - Definition
Reputation Management:
Take a moment and think – why do you
wear the shirt/dress that you’re wearing now?
Why do you style your hair like that?
Why follow fashion and trends?
WE, are constantly trying to maintain
good PR –
which is reputation management

9. Public Relations - Definition
 It’s all about communication
Why do you speak in the way you normally
speak?
Why do you sound different talking to the
boy or girl you like?
Why do you sound different when talking to
your parents?
Why do you sound different when ordering
food at McDonalds?
WE, are conscious of how we maintain
our communication with others for
mutual benefits

10. Public Relations
Is not:
Advertising, Marketing, or Branding.
As we progress in the next weeks to come,
we’ll see just how different PR is compared
to the above.
Most effective way to remember
the essence of PR is by associating it
with the art of spinning – manipulating the
angle.

11. Public Relations
Another way of associating PR is
in their relationship with media
and press coverage

12. History of Public Relations
Can be traced way back to 50-60 BC.
Julius Caesar, the famed ruler of the
Roman Empire.
Wrote a piece called Caesar’s Gallic –
contained his military achievements and
exploits.
To convince the Roman people that he
would be the best.

13. History of Public Relations
1758 – King’s College (now known as
Columbia University)
Released a press release
regarding the college’s
graduation exercise and
processes.

14. History of Public Relations
Late 19th
to early 20th
century –
The Pope endorses … alcohol?
Vin Mariani, a French tonic maker,
got a superb endorsement by the
Pope Leo XIII.
One of the first examples which
featured CREDIBILITY to push.

15. History of Public Relations
1930s – Bacon for breakfast.
By the father of public relations,
Edward Bernays.
Managed to convinced the entire
nation that bacon is good for
breakfast by ‘spinning’ the news
that doctors endorsed the product.

16. History of Public Relations
1985 – Live Aid
A global concert – for the cause of
helping Ethiopia.
First ever concert to be broadcasted
live to over 140 nations and watched
by over a billion people in the world.
Featured acts like:
Queen, U2, David Bowie, The Who
Led Zeppelin, Madonna, Eric Clapton

17. Evolution of Public Relations
The current PR campaigns:
- Outdoor events
- New media
- Out-of-the-box
- Celebrity

18. Evolution of Public Relations
The current PR campaigns:
Outdoor events:
2009 - 2013 – Putrajaya Hot Air Balloon Festival
International fiesta in Putrajaya.

19. Evolution of Public Relations
The current PR campaigns:
YES 4G Launch – Storm Troopers Flash Mob
2010: Storm Troopers in Bukit Bintang,
Malaysia.

20. Evolution of Public Relations
The current PR campaigns:
Twitter: Muppets Cupcakes (2012)
In conjunction of the Muppets
movie launch.
Sent a box of cupcakes to
Stephen Fry (@stephenfry),
who retweeted it to his
1.2 million followers.

21. Evolution of Public Relations
The current PR campaigns:
2012 - Red Bull Stratos – Felix Baumgartner
Jumped from the edge of space (128,000
feet off the ground) free fall to the ground.
Broadcasted on YouTube – watched by
millions.
KLCC:
1,438 ft.

22. Principles of Public Relations
PR deals with facts, not fiction.
PR’s primary consideration is doing what’s in the public interest.
Public interest must be the criterion for selecting PR programs
and policies.
PR must protect the integrity of the media channels it uses for
its messages.
PR involves effective communication back and forth between
an organization and its publics.

23. Principles of Public Relations
 PR depends on use of scientific public opinion
research.
 PR practitioners must use the social sciences to
understand what publics are saying and to
communicate effectively with them.
 PR requires multidisciplinary application of theories
and concepts.
 PR has obligation to explain problems to publics
before they become crises.
 PR performance should be measured by only one
standard: ethical performance.

24. PR Activities
Below and EXPANDING as time passes by…
Press agentry Promotion
Advertising Publicity
Marketing Public affairs
Integrated marketing Research
communication
Merchandising Graphic design

25. PR Activities
Press agentry – getting the best publicity
and press coverage out of publications,
media etc.
Public Affairs – helping Non-Governmental
Organizations (NGOs), Government, lobbying
campaign, strategy.
Promotion – Sports, Music, Celebrities, engaging
in Community Service Responsibility (CSR)
events.

26. EXERCISE
Group (of 4 to 5):
You are handling one of the biggest celebrities in
the world – Justin Bieber.
Your client wants to be more well-known in
China.
How would you handle his public activities?
Think out-of-the-box.