What is PR? Explore public relations meaning here.
I’ve written this article to give you an overview of public relations and how best to understand all the different parts of the profession and to answer your questions about PR.
Who am I? My name’s Jerry, and I have a Bachelor’s Degree in Public Relations and a Bachelor’s Degree in Linguistics from Mid Sweden University. I’ve supported 100+ brands strategically and tactically for 19+ years now.
Here we go:
Public Relations Meaning — What Is PR?
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Public Relations Meaning (What Is PR?)
“The single biggest problem in communication is the illusion that it has taken place.”
— George Bernard Shaw
Public Relations (abbreviated “PR”) is the strategic and tactical use of communication to develop and maintain productive relationships with stakeholders, influencers, and publics.
PR is sometimes referred to as “Strategic Communications” or simply “Communications.” Public relations professionals sometimes jokingly say that PR also stands for “Perception Management” or “Personal Relationships.”
PR professionals have various specialisations, including corporate communications, investor relations (IR), media relations, digital PR, public affairs (PA), lobbying, internal communications (IC), crisis communications, marketing PR, and industry PR (B2B).
The PESO model explains the central difference between marketing/advertising and communications/PR:
Marketing/Advertising
Communications/PR
Learn more: Public Relations Meaning — What Is PR?
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What Public Relations Does
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What Public Relations Does
“Public relations and marketing both use relationship-building techniques, but their missions and philosophies are fundamentally different.”
Source: Public Relations Review 1Broom, G., Lauzen, M., & Tucker, K. (1991). Public relations and marketing: Dividing the conceptual domain and operational turf. Public Relations Review, 17, 219 – 225. … Continue reading
Suppose you’re running a business and wish to be top-of-mind and sell more products and services. The go-to option is to double down on marketing to run ad campaigns, invest in SEM, or get into paid collaborations with influencers.
To get started, you develop a creative concept and a marketing strategy, which you pair up with copywriting and art direction to create your assets. After careful planning, you place your media budget with third-party publishers who can expose your messaging to potential customers.
That’s marketing!
However, there are lots of instances where the marketing toolbox falls short:
Media Relations
(Sometimes referred to as “Press Office.”)
“Organizations’ media relations activities can influence media content and opinions, but success depends on more than just distributing news releases.”
Source: Public Relations Review 2Turk, J. (1985). Information subsidies and influence. Public Relations Review, 11, 10 – 25. https://doi.org/10.1016/S0363-8111(85)80078 – 3
Some third-party publishers don’t accept payment because their livelihood depends on objectivity. Journalists (and influencers with journalistic ambitions) fall into this category. Their unbiased approach makes them highly influential.
Obviously, you cannot send your marketing assets to a journalist. They will refer you to their marketing department and ask you to pay for an ad!
However, a PR professional understands how to create material that a journalist (or an ambitious influencer) will want to feature to their audience.
Learn more: Media Relations
Corporate Communications
(Sometimes used interchangeably with “Communications” and “Inhouse PR” as a general term.)
“Corporate communication is a new [editor’s note: published in 1996] and growing discipline that focuses on communication within organizations, relating to management, business, and organizational aspects.”
Source: Management Communication Quarterly 3Argenti, P. (1996). Corporate Communication as a Discipline. Management Communication Quarterly, 10, 73 – 97. https://doi.org/10.1177/0893318996010001005
What if an organisation depends not just on whether people buy its products or services but also on what people think of your organisation and how it conducts its business? What if people want to discuss critical topics with the organisation?
Unfortunately, promoting your products and services to these people won’t cut it. However, public relations has professional know-how in this area.
Learn more: Corporate Communications
Investor Relations (IR)
“Investor relations officers significantly influence corporate disclosures and play a crucial role in private communication between IROs, analysts, and investors.”
Source: Journal of Accounting and Economics 4Brown, L., Call, A., Clement, M., & Sharp, N. (2019). Managing the narrative: Investor relations officers and corporate disclosure✰. Journal of Accounting and Economics. … Continue reading
In some organisations, especially large ones, there are various financial stakeholders. Shareholders, investors, financial institutions, etc. You cannot “do marketing” towards these groups; their informational needs differ from those of potential consumers.
But within public relations, we understand how to engage in two-way communication.
Learn more: Investor Relations (IR)
Digital PR
(Sometimes referred to as “Digital Communications,” “Online PR,” or “Online Communications.”)
“Online public relations can enhance visibility and build relationships with the public, promoting organizations and products through dialogic communication.”
Source: Procedia – Social and Behavioral Sciences 5Petrovici, M. (2014). E‑Public Relations: Impact and Efficiency. A Case Study. Procedia – Social and Behavioral Sciences, 141, 79 – 84. https://doi.org/10.1016/J.SBSPRO.2014.05.015
Not all online traffic is paid for by ads. People search organically for information, knowledge, inspiration, entertainment, etc. Some people even wish to be more than just customers — they want to be fans, followers, and subscribers!
And yes, public relations is equipped to cater to the informational needs of financial stakeholders.
Learn more: Digital PR
Public Affairs (PA)
“Integrating corporate planning and public affairs perspectives is crucial for organizations to effectively respond to environmental change and adapt to social and political turbulence.”
Source: Long Range Planning 6Post, J., Murray, E., Dickie, R., & Mahon, J. (1982). The public affairs function in American corporations: Development and relations with corporate planning. Long Range Planning, 15, 12 – 21. … Continue reading
For some organisations, it matters what the general public thinks about certain issues. For an electric car manufacturer, it matters what people think of the electrification of society. Because in a democracy, public opinion will ultimately shape public policy.
In public relations, we have the skill set to navigate and manage public perceptions and shape opinions long-term. While advertising can support such endeavours, the driving force is usually public relations.
Learn more: Public Affairs (PA)
Lobbying
“Lobbying can be viewed as a form of legislative subsidy, providing policy information, political intelligence, and legislative labor to strategically selected legislators, assisting natural allies in achieving their objectives.”
Source: American Political Science Review 7Hall, R., & Deardorff, A. (2006). Lobbying as Legislative Subsidy. American Political Science Review, 100, 69 – 84. https://doi.org/10.1017/S0003055406062010
At times, it’s a good idea to present your organisation’s ideas directly to those in charge of making the decisions, like politicians, legislators, analysts, topic experts, etc. And these groups are rarely convinced by marketing messages.
Learn more: Lobbying
Internal Communications (IC)
“Strengthening internal communication through various methods, including face-to-face communication, can improve employee engagement and build trust between management and employees.”
Source: International Journal of Business Communication 8Mishra, K., Boynton, L., & Mishra, A. (2014). Driving Employee Engagement. International Journal of Business Communication, 51, 183 – 202. https://doi.org/10.1177/2329488414525399
Most organisations have employees. Their opinions and attitudes towards the employer often decide whether the organisation will rise or fall. Aiming marketing campaigns at them rarely resolves any issues.
In public relations, we have a long and proud tradition of improving all types of communication within an organisation. (It’s also a major field of academic research!)
Learn more: Internal Communications (IC)
Crisis Communications
(Sometimes referred to as “Crisis Management.”)
“Effective crisis communication strategies, timing, and situational factors can guide managers in achieving desired outcomes and enhancing corporate reputation during crises.”
Source: Business Horizons 9Coombs, W. (2015). The value of communication during a crisis: Insights from strategic communication research. Business Horizons, 58, 141 – 148. https://doi.org/10.1016/J.BUSHOR.2014.10.003
Sometimes, things go wrong. In such situations, pausing all marketing campaigns is often a good idea. No one wants to see an ad for your business when people suffer or have gotten hurt.
We have developed a tried-and-tested toolbox in public relations to assist organisations in dealing with extremely challenging scenarios.
Learn more: Crisis Communications
Marketing PR
(Sometimes referred to as “Marketing Communications.”)
“Integrating marketing communications across traditional and new media can improve the effectiveness and efficiency of marketing programs.”
Source: Journal of Marketing 10Batra, R., & Keller, K. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing, 80, 122 – 145. https://doi.org/10.1509/jm.15.0419
Journalists and influencers are sometimes interested in consumer offerings, too. Not only are potential customers interested in learning about new products or services — journalists might be curious, too. This often happens when there are big launches or significant technological advancements.
This is where marketing and public relations “cross swords.” While marketing will use paid campaigns to push products or services, public relations will pitch those products or services to journalists (and influencers with journalistic ambitions).
Learn more: Marketing PR
Industry PR (B2B)
(Sometimes referred to as “B2B PR,” “B2B Communications,” or with more specificity, like “Tech PR,” “Telecom PR”, “Medical PR,” etc.)
“Contemporary public relations for B2B involves 7 distinct types of framing: situations, attributes, choices, actions, issues, responsibility, and news.”
Source: Journal of Public Relations Research 11Hallahan, K. (1999). Seven Models of Framing: Implications for Public Relations. Journal of Public Relations Research, 11, 205 – 242. https://doi.org/10.1207/S1532754XJPRR1103_02
In many industries, organisations sell products and services to other companies. Marketing can be important, especially if there are thousands of potential customers. However, many niches are small and dependent on personal relationships.
Also, many organisations depend on functional relationships with vendors, distributors, partners, suppliers, etc. Public relations is the way to communicate with these organisations.
Learn more: Industry PR (B2B)
All of the above types of public relations can be found in the stakeholder model.
As you can see, a lot of communication has to occur for most organisations — besides marketing. Marketing is a great tool, but public relations is sometimes the only way.
And, finally:
Why do most people know what marketing does — when the same thing cannot be said for public relations?
Marketing is big money. Marketing generates sales directly, which makes it a priority for many organisations. While media placements are expensive and require budgets exponentially larger than any budgets spent on communications, advertising exposure is also guaranteed.
“Public relations budgets and resources are often less well-defined and less accepted than marketing budgets and resources, but both disciplines contribute to the bottom line.”
Source: Public Relations for Marketing Professionals 12Haywood, R. (1998). Public relations budget and resources. Public Relations for Marketing Professionals, 83 – 96. https://doi.org/10.1007/978 – 1‑349 – 14365-8_5
Learn more: What Public Relations Does
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Public Relations Definition
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The Public Relations Definition
Someone once tried to count the number of actual definitions of public relations (PR), but they allegedly gave up after finding over 500+ different versions. 13From the early 1900s to 1976, Rex F. Harlow, a well-respected expert on public relations, gathered around 500 different definitions of public relations (Cutlip et al. 2006). 14Morris, T., & Goldsworthy, S. (2008). From PR to propaganda. 97 – 111. https://doi.org/10.1007/978 – 0‑230 – 59485-2_7
Amongst so many definitions of public relations, here’s the definition that I find to be most useful:
Public Relations Definition
Public Relations (PR) = the strategic and tactical use of communication to develop and maintain productive relationships with stakeholders, influencers, and publics.
Please note:
Stakeholders in PR = incentivised representatives with various interests in the organisation.
Influencers in PR = independent gatekeepers with audiences of importance to the organisation.
Publics in PR = situational groups with similar communicative behaviours affecting the organisation.
Learn more: Public Relations Definition
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Stakeholders in Public Relations
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The Stakeholders in Public Relations
In public relations (PR), we often discuss stakeholders. And our PR specialisations are named based on which PR stakeholder group we’re responsible for managing.
“In a corporation, a stakeholder is a member of ‘groups without whose support the organisation would cease to exist’, as defined in the first usage of the word in a 1963 internal memorandum at the Stanford Research Institute. The theory was later developed and championed by R. Edward Freeman in the 1980s. Since then it has gained wide acceptance in business practice and in theorising relating to strategic management, corporate governance, business purpose and corporate social responsibility (CSR).”
Source: Wikipedia 15Stakeholder (corporate). (2023, October 27). In Wikipedia. https://en.wikipedia.org/wiki/Stakeholder_(corporate)
The PR Stakeholder Model
Developing and maintaining relationships with various stakeholders is a significant challenge for PR professionals since their information needs are typically very different. 16A widespread misconception is that the PR function only deals with journalists (Media Relations) and product promotion (Marketing PR). However, such work represents only a tiny fraction of all the … Continue reading
“Public relations distinguishes itself from marketing by focusing on the stakeholder-organization relationship, which comprises mutual orientation around a common interest point and a multiplicity of stakes.”
Source: Public Relations Review 17Smith, B. (2012). Public relations identity and the stakeholder – organization relationship: A revised theoretical position for public relations scholarship. Public Relations Review, 38, 838 – 845. … Continue reading
Learn more: Stakeholders in Public Relations
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Influencers in Public Relations
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The Influencers in Public Relations
In PR, influencers are individuals who have managed to grow a substantial audience, which has the potential to affect a specific organisation either positively or negatively.
“Influencers in public relations are emerging stakeholders who generate a state of opinion in the digital community that surpasses traditional public opinion.”
Source: The Role of Prosumers in the Interactive and Digital Processes of Public Relations 18Polo, M. (2020). The Role of Prosumers in the Interactive and Digital Processes of Public Relations. 161 – 174. https://doi.org/10.4018/978 – 1‑7998 – 3119‑8.ch012
Establishing and maintaining good relationships with strategically chosen influencers for the organisation is often critically important.
I recommend using the following tiers and naming conventions for categorising different types of influencers:
Learn more: The Influencers in Public Relations
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Publics in Public Relations
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The Publics in Public Relations
Here’s how to define publics in public relations:
Publics in PR = a psychographic segment (who) with similar communication behaviours (how) formed around a specific issue (why).
Please note:
Psychographic segment = similarities in cognitive driving factors such as reasoning, motivations, attitudes, etc.
Communication behaviours = how the public’s opinion is expressed (choice of message, rhetorical framing, and medium type).
Specific issue = determined situationally by a specific social object, often high on the agenda in news media or social media.
Learn more: The Publics in Public Relations
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Five Types of Publics
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Kirk Hallahan’s Five Types of Publics
There are plenty of inactive publics around us in society, just “waiting” for external situations to activate them, bringing them together in coöperative, communicative behaviours.
However, PR tends to focus on the already activated publics:
“By focusing on activism and its consequences, recent public relations theory has largely ignored inactive publics, that is, stakeholder groups that demonstrate low levels of knowledge and involvement in the organisation or its products, services, candidates, or causes, but are important to an organisation.”
Source: Public Relations Review 19Hallahan, K. (2000). Inactive publics: The forgotten publics in public relations. Public Relations Review, 26(4), 499 – 515. https://doi.org/10.1016/S0363-8111(00)00061 – 8
Kirk Hallahan, Professor Emeritus, Journalism and Media Communication, Colorado State University, proposes five types of publics based on their knowledge and involvement: 20Hallahan, K. (2000). Inactive publics: The forgotten publics in public relations. Public Relations Review, 26(4), 499 – 515. https://doi.org/10.1016/S0363-8111(00)00061 – 8
Hallahan suggests a model based on knowledge and involvement:
As an organisation targeted by activists, what would be the best issue response? Hallahan proposes four principal response strategies: 21Hallahan, K. (2009, November 19). The Dynamics of Issues Activation and Response: An Issues Processes Model. Journal of Public Relations Research. … Continue reading
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Public Relations Objectives
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Public Relations Objectives
Public relations (PR) plays a crucial role in shaping public opinion by strategically managing the spread of information between an organisation and stakeholders, influencers, and publics.
PR professionals control the narrative, mitigate damage, and restore public confidence during a crisis. Through consistent and effective communication, PR can sway public opinion in favour of the organisation, enhancing its reputation and standing in the community.
Building trust and credibility is another crucial objective of public relations. In an era where consumers are increasingly sceptical of advertising and corporate speak, PR offers a more authentic and credible way to communicate with the public.
PR professionals strive to build and maintain a positive image for their organisations by promoting transparency, demonstrating social responsibility, and engaging in open dialogue with stakeholders. They also work to highlight the organisation’s successes and achievements, further enhancing its credibility.
By fostering solid relationships with the media, PR can ensure that the organisation’s story is told fairly and accurately. Over time, these efforts can build a strong foundation of trust and credibility, which is invaluable in today’s competitive business environment.
“Public relations is a young academic field with potential to inform various areas of communication and offer tools like issues management for various applied communication fields.“
Source: Journal of Communication 22Botan, C., & Taylor, M. (2004). Public relations: State of the field. Journal of Communication, 54, 645 – 661. https://doi.org/10.1111/J.1460 – 2466.2004.TB02649.X
Examples of Public Relations Objectives
Here are a few examples of public relations objectives:
Learn more: Public Relations Objectives
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Approaches To Public Relations
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Approaches To Public Relations
There are three scholarly approaches to public relations (PR):
The Excellence Approach. A business-oriented approach focused on objectives and corporate value creation. The underlying motivation behind the theory was that public realtions was mainly a variety of tactical tools that desperately needed a management theory to work well in a sophisticated organisation.
Notable mentions: James E. Grunig, Larissa A. Grunig
The Rhetorical Approach. A classical approach that stems from ideas dating back to ancient Greece. It’s a psychological theory of how communication structures human culture by shaping human minds. An absence of moral judgment characterises the rhetorical approach and is utilitarian.
Notable mentions: Edward Bernays, The Toronto School of Communication Theory, Robert Heath
The Critical Approach. A critical approach deeply rooted in theories around societal power dynamics. Power is seen as a means to exert dominance, manipulation, and oppression. The critical approach borrows many ideas from the rhetorical approach by placing them in moral frameworks.
Notable mentions: Walter Lippmann, Noam Chomsky
Read also: 3 PR Approaches: Excellence, Rhetorical, and Critical
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Four Models of Public Relations
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The Four Models of Public Relations
In the Excellence study, James Grunig and Todd Hunt (1984) developed the most widely cited PR model in academic circles. It’s not one, but rather four models in sequence:
The four models of public relations as a framework can be considered a cornerstone of the Excellence Approach. 23Silfwer, J. (2022, November 6). 3 PR Approaches: Excellence, Rhetorical, and Critical. Doctor Spin | The PR Blog. https://doctorspin.net/pr-approaches/
The result? The researchers concluded that the two-way symmetrical model is the most effective way to practice public relations.
“The study of relationships within public relations has become increasingly important, with the Grunigs identifying testable variables to measure the quality of organizational relationships.”
Source: Journal of Professional Communication 24Grunig, J. (2011). Public relations excellence 2010. Journal of Professional Communication, 1. https://doi.org/10.15173/JPC.V1I1.85
Learn more: The Four Models of Public Relations
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Public Relations vs Journalism
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Public Relations vs Journalism
PR professionals and journalists share many practical skill sets. Still, public relations and journalism are fundamentally different:
Public Relations is the effort to subjectively advocate agendas on special interests’ behalf.
A fundamental critique against public relations is that advocacy is an affluent privilege that manipulates the truth.
Journalism is the effort to objectively report the news on the public interest’s behalf.
A fundamental critique against journalism is that objectivity is unrealistic and the public interest heterogeneous.
But even if both public relations and journalism fail to live up to their ideal states at all times, both practices play vital roles in upholding a balanced and stable democracy.
Learn more: Public Relations vs Journalism
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How To Measure Public Relations
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How To Measure Public Relations
How do you measure public relations (PR)? I recommend measuring attitudes and behaviours using questionnaires, rating scales, interviews, reports (logs, journals, diaries, etc.), and observations.
My recommendation: I recommend the Sociological Method for getting valuable and actionable results from measuring public relations. This means measuring attitudes and behaviours. 25Silfwer, J. (2021, March 4). Methods of Measuring Public Relations. Doctor Spin | The PR Blog. https://doctorspin.net/measuring-public-relations/
There are a few things to think about to measure attitudes and behaviours correctly. 26Educational Communications and Technology. (2001, August 3). 34.5 Measuring Attitudes. The Handbook of Research for Educational Communications and Technology. … Continue reading
Attitude Measurements in PR
An attitude measurement should meet the following criteria:
There are four main types of attitude measurement approaches:
There are four main types of attitude measurement methods:
I recommend using questionnaires and standardised interviews for public relations measurements:
Validity. Attitudes are psychological, so I strive to clarify what I want to measure, nothing more, nothing less. And I never add any unnecessary complexity.
Reliability. People experience the world differently. But even if attitude measurements aren’t exact, their usefulness for PR more than makes up for it.
Learn more: How To Measure Public Relations
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The PESO Model in Public Relations
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The PESO Model
The PESO model divides the media landscape into four different media channel types:
Don Bartholomew, vice president of digital research at Fleishman Hillard, presented a version of the PESO model in 2010. According to PR blogger and PR measurement expert Heather Yaxley, this is likely to be the earliest mention of the model:
In 2013, PR blogger Gini Dietrich popularised the PESO model on her blog, Spin Sucks:
“In June 2013, Gini Dietrich presented the first iteration of the PESO model you may recognise in a blog post: The Four Different Types of Media. It was followed in August by the post Mobile Marketing: Use the Four Media Types in Promotion, where she talked about integrating paid, earned, owned, and shared.”
Source: PRConversations.com 27Yaxley, H. (2020, June 28). Tracing the measurement origins of PESO. PRConversations.com. https://www.prconversations.com/tracing-the-measurement-origins-of-peso/
Learn more: The PESO Model: Paid, Earned, Shared, and Owned Media
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Notable Figures in PR History
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The Father of PR: Edward Bernays
Edward Bernays (1891 – 1995) is considered the father of public relations (PR). His uncle was the famous psychologist Sigmund Freud, and Bernays, too, was interested in behavioural psychology. 28Edward Bernays. (2023, November 13). In Wikipedia. https://en.wikipedia.org/wiki/Edward_Bernays 29Olasky, M. (1984). Retrospective: Bernays’ doctrine of public opinion. Public Relations Review, 10, 3 – 12. https://doi.org/10.1016/S0363-8111(84)80088 – 0
Edward Bernays’ wife, Doris Fleischmann, was also a PR consultant who significantly contributed to the PR industry.
Bernays certainly was something of a character: His most famous book is titled “Propaganda” — in which he outlined how to manage the perceptions of crowds, much like modern Niccolo Machiavelli or Sun Tzu. 30Propaganda. (2023, November 10). In Wikipedia. https://en.wikipedia.org/wiki/Propaganda_(book)
“The conscious and intelligent manipulation of the organised habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.”
Source: Propaganda 31Bernays, E. L. (1928). Propaganda. New York, NY: Horace Liveright.
PR Case Study: Torches of Freedom
When helping Lucky Strike, Bernays realised that cigarette smoking was mostly a male habit. From a business perspective, there was a golden opportunity to add half the population to Lucky Strike’s list of potential customers.
No one had done this successfully, not because no one ever had that idea, but because it was a tough nut to crack. But Edward Bernays succeeded by tapping into another prevailing trend in society: The emancipation of women.
Bernays positioned cigarettes for women as “Torches of Freedom.” He placed the idea in articles, newspapers, celebrity endorsements, and events. He planted the public perception of women smoking not because it was enjoyable but as a symbol of female independence.
PR Case Study: Eggs and Bacon
Have you ever had eggs and bacon for breakfast at a hotel? Well, you can thank Bernays for that idea.
Another PR legend is how Bernays helped the farming industry convince people to eat more eggs and bacon. To make this happen, he wanted to change people’s perception of when it’s okay to eat eggs and bacon.
Bernays cooperated with food scientists to establish that eggs and bacon should be part of a healthy breakfast for every American. And to manifest this, he collaborated with chains of hotels to have them serve eggs and bacon for breakfast. 32Later in life, Bernays became a vegetarian and advocated for a meatless diet, which was unusual at the time, especially given his work promoting products like bacon.
Learn more: Edward Bernays — The Father of PR
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John Dewey and the ‘P’ in Public Relations
The term “publics” can be traced back to the work of the American psychologist and philosopher John Dewey (1859 – 1952). 33John Dewey. (2023, March 25). In Wikipedia. https://en.wikipedia.org/wiki/John_Dewey
In his 1927 book, “The Public and Its Problems,” Dewey conceptualised publics as situational groups formed in response to shared concerns or issues. He posited that these groups emerge when individuals confront a common problem, recognise its existence, and take collective action to address it. 34Dewey, J. (1927). The Public and Its Problems. Athens, Ohio: Swallow Press.
“Dewey’s theory of the public sphere recognizes multiple publics and permeable borders between public and private, with communication playing a crucial role in public formation and re-formation.”
Source: Argumentation and Advocacy 35Asen, R. (2003). The Multiple Mr. Dewey: Multiple Publics and Permeable Borders in John Dewey’s Theory of the Public Sphere. Argumentation and Advocacy, 39, 174 – 188. … Continue reading
Dewey’s formulation of publics marked a significant departure from the traditional understanding of the “mass public,” which assumed a more homogeneous and passive audience.
By highlighting the situational and dynamic nature of publics, Dewey laid the foundation for a more nuanced and adaptive approach to understanding the complex interactions between organisations and their various audiences.
This understanding of publics as situational and ever-changing highlighted the need for organisations to remain agile and adaptive in their communication efforts.
By recognising the diverse and situational nature of publics, PR professionals and communicators can better understand the needs and concerns of their various audiences, allowing them to develop more effective communication strategies.
“This recognition of the active and dynamic nature of publics has also influenced broader academic and public discourse, highlighting the importance of understanding and engaging with different groups of people who share common interests, concerns, or problems.”
Source: Contemporary Pragmatism 36Rogers, M. (2010). Introduction: Revisiting The Public and Its Problems. Contemporary Pragmatism, 7, 1 – 7. https://doi.org/10.1163/18758185 – 90000152
Learn more: John Dewey and the ‘P’ in Public Relations
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Marshall McLuhan: “The Medium is the Message”
“The medium is the message” is a phrase coined by the Canadian philosopher Marshall McLuhan in the first chapter of his notable book “Understanding Media: The Extensions of Man.” 37Understanding Media. (2023, September 18). In Wikipedia. https://en.wikipedia.org/wiki/Understanding_Media
Despite being one of the most influential thinkers in media theory, McLuhan’s ideas are often widely misunderstood. “The medium is the message” is no exception.
“The medium is the message” doesn’t imply that content or substance lacks importance, only that the medium in which messages are sent will significantly impact humanity.
McLuhan views mediums as extensions of human physiology. Our ability to build houses extends our human skin, as it protects against the elements. This added layer of protection and physical safety frees up mental bandwidth for human interaction.
So, a house is a medium in McLuhan’s interpretation. All human technologies, down to the campfire, are considered mediums.
“McLuhan’s insight was that a medium affects the society in which it plays a role not by the content delivered over the medium, but by the characteristics of the medium itself. […] McLuhan pointed to the light bulb as a clear demonstration of this concept. A light bulb does not have content in the way that a newspaper has articles or a television has programs, yet it is a medium that has a social effect; that is, a light bulb enables people to create spaces during nighttime that would otherwise be enveloped by darkness.”
Source: Wikipedia 38Marshall McLuhan. (2023, May 15). In Wikipedia. https://en.wikipedia.org/wiki/Marshall_McLuhan
According to McLuhan, our ability to create extensions of humanity exponentially impacts our communication more than any message conveyed as a result:
And so on.
Why is McLuhan’s analysis necessary? “The medium is the message” is a stark reminder that a medium’s format (and its limitations) will massively impact human society — and the messages themselves, too.
We often default to seeking meaning in messages but forget to consider the medium’s inherent media logic.
Learn more: Media Logic is Dead, Long Live Media Logic
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Phineas Taylor Barnum: “There’s No Such Thing as Bad Publicity”
Phineas Taylor (P.T.) Barnum was a 19th-century American showman, entrepreneur, and politician known for his larger-than-life personality and uncanny ability to capture the public’s imagination. Born 1810 in Bethel, Connecticut, Barnum rose to prominence in the entertainment world by founding the Barnum & Bailey Circus, dubbed “The Greatest Show on Earth.”
Barnum pioneered the art of the press agentry model, employing sensationalism and publicity stunts to generate interest and draw crowds to his shows. His innovative marketing techniques and relentless pursuit of the extraordinary laid the groundwork for many modern public relations strategies.
“Phineas Taylor (P.T.) Barnum (1810−1891) was a savvy publicity showman, one who impacted particular aspects of public relations and advertising, primarily event planning, event promotion and true publicity/media coverage. Ahead of others in his time, he actually understood the importance of media coverage (he started New York’s first illustrated newspaper in 1853) and believed ‘there is no such thing as bad publicity,’ a popular phrase many times attributed to Barnum himself.”
Source: Big Communications 39Foster, A. (2017, January 20). The End of a Publicity Era: How P.T Barnum Affected Marketing and PR. Big Communications. https://bigcom.com/2017/01/pt-barnum-marketing-and-public-relations/
Although some critics have labelled Barnum as a purveyor of hoaxes and deception, his enduring legacy as a visionary showman and master of spectacle continues to captivate audiences and inspire generations of entertainers and entrepreneurs.
Learn more: P.T. Barnum: “There’s No Such Thing as Bad Publicity”
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Walter Lippmann: Public Opinion and Perception Management
No one is basing their attitudes and behaviours on reality; we’re basing them on our perceptions of reality.
Walter Lippmann (1889 – 1974) proposed that our perceptions of reality differ from the actual reality. The reality is too vast and too complex for anyone to process. 40Lippmann, Walter. 1960. Public Opinion (1922). New York: Macmillan.
The research on perception management is focused on how organisations can create a desired reputation:
“The OPM [Organizational Perception Management] field focuses on the range of activities that help organisations establish and/or maintain a desired reputation (Staw et al., 1983). More specifically, OPM research has primarily focused on two interrelated factors: (1) the timing and goals of perception management activities and (2) specific perception management tactics (Elsbach, 2006).”
Source: Organization Development Journal 41Hargis, M. & Watt, John. (2010). Organizational perception management: A framework to overcome crisis events. Organization Development Journal. 28. 73 – 87. … Continue reading
Today, our perceptions are heavily influenced by news media and influencers, algorithms, and social graphs. Therefore, perception management is more critical than ever before.
“We are all captives of the picture in our head — our belief that the world we have experienced is the world that really exists.”
— Walter Lippmann (1889 – 1974)
Learn more: Walter Lippmann: Public Opinion and Perception Management
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PR Professionals in Popular Culture
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PR Professionals in Popular Culture
Fictitious PR professionals have made a few notable appearances in popular culture:
Learn more: 12 PR Movies Every Spin Doctor Should Watch
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Digital Transformation of PR
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The Digital Transformation of PR
The biggest challenge in modern public relations is the constantly changing media landscape. With the proliferation of social media, the rise of fake news, and the decline of traditional journalism, it can be difficult for organisations to control the spread of information and protect their reputations.
When Brian Solis and Deirdre Breakenridge published Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR in 2009, it proposed how PR should embrace the digital-first media landscape and elevate our profession to new heights. 42Solis, B. & D. Breakenridge (2009, February 1). Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR. Amazon.com: Books. … Continue reading
Public relations professionals must be strategic and proactive in their approach and must be able to adapt to new technologies and platforms to communicate with their publics effectively.
“The authors argue that earlier paradigms are mostly inadequate in addressing the needs of a 21st Century in which communication technology is creating rapid globalization while it is dangerously exacerbating the tensions of multiculturalism. Through a critical discussion of prior assumptions and paradigms in public relations scholarship, the authors underline the need for public relations to revitalize and bring its body of knowledge into the 21st Century. The authors posit and discuss how the community-building theory originally espoused by Kruckeberg and Starck (1988) and modified in subsequent scholarship can provide a viable departure point toward developing new approaches to research about and practice of public relations that can take into account the dynamic environment wrought by changes in communication technology.”
Source: Public Relations Review 43Valentini, C., Kruckeberg, D., & Starck, K. (2012). Public relations and community: A persistent covenant. Public Relations Review, 38(5), 873 – 879. https://doi.org/10.1016/j.pubrev.2012.06.001
The biggest challenge in PR is ensuring that our profession keeps up with new communication technology and stays valuable and relevant as a business function.
Learn more: PR Must Adapt (Or Die)
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Thanks for reading. Please consider sharing my public relations blog with other communication and marketing professionals. If you have questions (or want to retain my PR services), please contact me at jerry@spinfactory.com.
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Comparing Public Relations
“Be so good they can’t ignore you.”
— Steve Martin
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ANNOTATIONS
| 1 | Broom, G., Lauzen, M., & Tucker, K. (1991). Public relations and marketing: Dividing the conceptual domain and operational turf. Public Relations Review, 17, 219 – 225. https://doi.org/10.1016/0363 – 8111(91)90018‑G |
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| 2 | Turk, J. (1985). Information subsidies and influence. Public Relations Review, 11, 10 – 25. https://doi.org/10.1016/S0363-8111(85)80078 – 3 |
| 3 | Argenti, P. (1996). Corporate Communication as a Discipline. Management Communication Quarterly, 10, 73 – 97. https://doi.org/10.1177/0893318996010001005 |
| 4 | Brown, L., Call, A., Clement, M., & Sharp, N. (2019). Managing the narrative: Investor relations officers and corporate disclosure✰. Journal of Accounting and Economics. https://doi.org/10.1016/J.JACCECO.2018.08.014 |
| 5 | Petrovici, M. (2014). E‑Public Relations: Impact and Efficiency. A Case Study. Procedia – Social and Behavioral Sciences, 141, 79 – 84. https://doi.org/10.1016/J.SBSPRO.2014.05.015 |
| 6 | Post, J., Murray, E., Dickie, R., & Mahon, J. (1982). The public affairs function in American corporations: Development and relations with corporate planning. Long Range Planning, 15, 12 – 21. https://doi.org/10.1016/0024 – 6301(82)90115 – 7 |
| 7 | Hall, R., & Deardorff, A. (2006). Lobbying as Legislative Subsidy. American Political Science Review, 100, 69 – 84. https://doi.org/10.1017/S0003055406062010 |
| 8 | Mishra, K., Boynton, L., & Mishra, A. (2014). Driving Employee Engagement. International Journal of Business Communication, 51, 183 – 202. https://doi.org/10.1177/2329488414525399 |
| 9 | Coombs, W. (2015). The value of communication during a crisis: Insights from strategic communication research. Business Horizons, 58, 141 – 148. https://doi.org/10.1016/J.BUSHOR.2014.10.003 |
| 10 | Batra, R., & Keller, K. (2016). Integrating Marketing Communications: New Findings, New Lessons, and New Ideas. Journal of Marketing, 80, 122 – 145. https://doi.org/10.1509/jm.15.0419 |
| 11 | Hallahan, K. (1999). Seven Models of Framing: Implications for Public Relations. Journal of Public Relations Research, 11, 205 – 242. https://doi.org/10.1207/S1532754XJPRR1103_02 |
| 12 | Haywood, R. (1998). Public relations budget and resources. Public Relations for Marketing Professionals, 83 – 96. https://doi.org/10.1007/978 – 1‑349 – 14365-8_5 |
| 13 | From the early 1900s to 1976, Rex F. Harlow, a well-respected expert on public relations, gathered around 500 different definitions of public relations (Cutlip et al. 2006). |
| 14 | Morris, T., & Goldsworthy, S. (2008). From PR to propaganda. 97 – 111. https://doi.org/10.1007/978 – 0‑230 – 59485-2_7 |
| 15 | Stakeholder (corporate). (2023, October 27). In Wikipedia. https://en.wikipedia.org/wiki/Stakeholder_(corporate) |
| 16 | A widespread misconception is that the PR function only deals with journalists (Media Relations) and product promotion (Marketing PR). However, such work represents only a tiny fraction of all the stakeholder relationships PR professionals must manage daily. |
| 17 | Smith, B. (2012). Public relations identity and the stakeholder – organization relationship: A revised theoretical position for public relations scholarship. Public Relations Review, 38, 838 – 845. https://doi.org/10.1016/J.PUBREV.2012.06.011 |
| 18 | Polo, M. (2020). The Role of Prosumers in the Interactive and Digital Processes of Public Relations. 161 – 174. https://doi.org/10.4018/978 – 1‑7998 – 3119‑8.ch012 |
| 19, 20 | Hallahan, K. (2000). Inactive publics: The forgotten publics in public relations. Public Relations Review, 26(4), 499 – 515. https://doi.org/10.1016/S0363-8111(00)00061 – 8 |
| 21 | Hallahan, K. (2009, November 19). The Dynamics of Issues Activation and Response: An Issues Processes Model. Journal of Public Relations Research. https://www.tandfonline.com/doi/abs/10.1207/S1532754XJPRR1301_3 |
| 22 | Botan, C., & Taylor, M. (2004). Public relations: State of the field. Journal of Communication, 54, 645 – 661. https://doi.org/10.1111/J.1460 – 2466.2004.TB02649.X |
| 23 | Silfwer, J. (2022, November 6). 3 PR Approaches: Excellence, Rhetorical, and Critical. Doctor Spin | The PR Blog. https://doctorspin.net/pr-approaches/ |
| 24 | Grunig, J. (2011). Public relations excellence 2010. Journal of Professional Communication, 1. https://doi.org/10.15173/JPC.V1I1.85 |
| 25 | Silfwer, J. (2021, March 4). Methods of Measuring Public Relations. Doctor Spin | The PR Blog. https://doctorspin.net/measuring-public-relations/ |
| 26 | Educational Communications and Technology. (2001, August 3). 34.5 Measuring Attitudes. The Handbook of Research for Educational Communications and Technology. https://members.aect.org/edtech/ed1/34/34 – 05.html |
| 27 | Yaxley, H. (2020, June 28). Tracing the measurement origins of PESO. PRConversations.com. https://www.prconversations.com/tracing-the-measurement-origins-of-peso/ |
| 28 | Edward Bernays. (2023, November 13). In Wikipedia. https://en.wikipedia.org/wiki/Edward_Bernays |
| 29 | Olasky, M. (1984). Retrospective: Bernays’ doctrine of public opinion. Public Relations Review, 10, 3 – 12. https://doi.org/10.1016/S0363-8111(84)80088 – 0 |
| 30 | Propaganda. (2023, November 10). In Wikipedia. https://en.wikipedia.org/wiki/Propaganda_(book) |
| 31 | Bernays, E. L. (1928). Propaganda. New York, NY: Horace Liveright. |
| 32 | Later in life, Bernays became a vegetarian and advocated for a meatless diet, which was unusual at the time, especially given his work promoting products like bacon. |
| 33 | John Dewey. (2023, March 25). In Wikipedia. https://en.wikipedia.org/wiki/John_Dewey |
| 34 | Dewey, J. (1927). The Public and Its Problems. Athens, Ohio: Swallow Press. |
| 35 | Asen, R. (2003). The Multiple Mr. Dewey: Multiple Publics and Permeable Borders in John Dewey’s Theory of the Public Sphere. Argumentation and Advocacy, 39, 174 – 188. https://doi.org/10.1080/00028533.2003.11821585 |
| 36 | Rogers, M. (2010). Introduction: Revisiting The Public and Its Problems. Contemporary Pragmatism, 7, 1 – 7. https://doi.org/10.1163/18758185 – 90000152 |
| 37 | Understanding Media. (2023, September 18). In Wikipedia. https://en.wikipedia.org/wiki/Understanding_Media |
| 38 | Marshall McLuhan. (2023, May 15). In Wikipedia. https://en.wikipedia.org/wiki/Marshall_McLuhan |
| 39 | Foster, A. (2017, January 20). The End of a Publicity Era: How P.T Barnum Affected Marketing and PR. Big Communications. https://bigcom.com/2017/01/pt-barnum-marketing-and-public-relations/ |
| 40 | Lippmann, Walter. 1960. Public Opinion (1922). New York: Macmillan. |
| 41 | Hargis, M. & Watt, John. (2010). Organizational perception management: A framework to overcome crisis events. Organization Development Journal. 28. 73 – 87. https://www.researchgate.net/publication/288292596_Organizational_perception_management_A_framework_to_overcome_crisis_events |
| 42 | Solis, B. & D. Breakenridge (2009, February 1). Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR. Amazon.com: Books. https://www.amazon.com/dp/0137150695?tag=pr200f-20&camp=14573&creative=327641&linkCode=as1&creativeASIN=0137150695&adid=02J76YW6R9GXVRCCJJM0& |
| 43 | Valentini, C., Kruckeberg, D., & Starck, K. (2012). Public relations and community: A persistent covenant. Public Relations Review, 38(5), 873 – 879. https://doi.org/10.1016/j.pubrev.2012.06.001 |
