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Public Relations – What’s the Secret?

Public Relations – What’s the Secret?. Establishing a Public Relations Committee. What is “Public Relations?”. Term first used by US President Thomas Jefferson in address to Congress in 1807. A Definition of PR.

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Public Relations – What’s the Secret?

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  1. Public Relations – What’s the Secret? Establishing a Public Relations Committee

  2. What is “Public Relations?” • Term first used by US President Thomas Jefferson in address to Congress in 1807

  3. A Definition of PR • “Public Relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance.” – Edward Bernays, early PR theorist

  4. A Definition of PR • Bernays never deviated from his fundamental axiom to "control the masses without their knowing it."

  5. PR vs. Advertising • Advertising is a non-personal form of promotion that is delivered through selected media outlets that, under most circumstances, require the marketer to pay for message placement.

  6. PR vs. Advertising • Cost—Advertising is EXPENSIVE; PR is essentially NO-COST • Creative control vs. no control

  7. Example • Corporations—support of sales • Tobacco industry • “Torches of Liberty Contingent”—1929 New York Easter Parade with women smoking • Product placement—TV shows, movies, etc.

  8. Example • Non-profits—support of fund-raising and participation • Politicians—attract votes; raise money; support policies • Press conferences • Town meetings • Press releases

  9. PR Can Benefit Freemasonry • Direct support of our “vision” • Help prospective members “find the door” • Promote positive rather than negative image

  10. Audience Targeting • Market research • “Soccer moms” • “Nascar dads”

  11. The Press Release • Written statement distributed to the media • Fundamental tool of public relations • Must be newsworthy • Used properly, extremely effective

  12. Press Release Format • Who is sending the message / contact information • The words “For Immediate Release” and the date • A headline or title

  13. Press Release Format • A lead (leade) that encapsulates the entire story in the first sentence • Background information in the last paragraph • Some sort of symbol indicating the end (### or -end-)

  14. Valley Example

  15. Use of the Internet • Optimized press release • Carefully selected key words • Attractiveness to search engines

  16. Use of the Internet • Proper headlines • Text links • Landing pages

  17. Spin and “Spin Doctors” • Selectively presenting facts and quotes to support one’s position (“cherry picking”) • Non-denial denial

  18. Spin and “Spin Doctors” • Phrasing in a way that assumes unproven truths • Euphemisms to disguise or promote one’s agenda • Ambiguity

  19. Spin and “Spin Doctors” • Skirting • Rejecting the validity of hypotheticals • Out-and-out denial • “Spin Doctors” • Bill O’Reilly—“The No-Spin Zone”

  20. Managing Language • Choose words with proper connotation • Death tax vs. estate tax • Climate change vs. global warming

  21. Managing Language • Masonic buzz words • Secret • Cult • Men only

  22. Playing Up Weaknesses • “Any publicity is good publicity”

  23. Playing Up Weaknesses • Jessica Simpson • Chicken of the Sea • “Is this chicken, what I have, or is this fish? I know it’s tuna, but it says, “Chicken by the Sea.” • Liquid Ice • “Is it really liquid, or is it ice?”

  24. Managing Mistakes • Gerber, 1986 • Glass in food • Tylenol, 1986 • Cyanide poison • Exxon, 1989 • Prince William Sound oil spill

  25. Managing Mistakes • Dick Cheney, 2006 • Hunting accident • Jet Blue, 2007 • February snowstorm • Passenger Bill of Rights • O.J. Simpson, 2007 • Book, “If I Did It”

  26. Branching Out • The only thing worse than being talked about is not being talked about at all • Celebrities • Authoring children’s books • Celebrity restaurants, car dealerships, etc.

  27. Masonic Branching Out • Partnering with major corporations • Disney • National Treasure: Book of Secrets • Golf tournament sponsorship • Liberty Mutual, Food Lion

  28. Masonic Branching Out • Use of philanthropies • RiteCare • Scottish Rite Scholarships • JROTC Medals

  29. Establish a PR Committee • Each Valley • Coordinate and work with Orient Committee • Finding the right people—especially the Chairman • Contact with the media • Energy

  30. The UltimatePublic Relations Secret Think Like a Reporter!!!

  31. Public Relations – What’s the Secret? Establishing a Public Relations Committee

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