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The public relations image problem

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The public relations image problem

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Content THE PUBLIC RELATIONS IMAGE PROBLEM b y Priscilla Craig Franklin A Thesis Presented to the FACULTY OF THE GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF PUBLIC RELATIONS June, 1978 UMI Number: EP64960 All rights reserved INFORMATION TO ALL USERS The quality of this reproduction is dependent upon the quality of the copy submitted. In the unlikely event that the author did not send a complete manuscript and there are missing pages, these will be noted. Also, if material had to be removed, a note will indicate the deletion. UMT Oisssftâîlon Publishing UMI EP64960 Published by ProQuest LLC (2014). Copyright in the Dissertation held by the Author. Microform Edition © ProQuest LLC. All rights reserved. This work is protected against unauthorized copying under Title 17, United States Code i i i e s t ProQuest LLC. 789 East Eisenhower Parkway P.O. Box 1346 Ann Arbor, Ml 48106- 1346 UNIVERSITY OF SOUTHERN CALIFORNIA T H E G R A D U A TE S C H O O L U N IV E R S IT Y PA RK LO S A N G E LE S . C A L IF O R N IA 9 0 0 0 7 - p u . e F f 53 This thesis, written by under the direction of h€.Tl..Thesis Committee, and approved by all its members, has been pre sented to and accepted by the Dean of The Graduate School, in partial fulfillm ent of the requirements fo r the degree of Master of Public Relations Dean Date. HESIS CO itte: \atrman TABLE OF CONTENTS Chapter Page I. INTRODUCTION.................... 1 Background of the Problem Statement of the Problem Method of the Study Importance of the Study Review of Literature Organization of the Study II. HISTORICAL OVERVIEW..........................14 Introduction Political Struggle Presidential Campaigns Business Beginning of the 19th Century Public Relations Practitioners Watergate: A Fraud on Public Relations Public Opinion of Public Relations as it Relates to Business Professionalism and the Public Relations Society of America (PRSA) Summary III. IDENTIFYING THE PUBLIC RELATIONS IMAGE PROBLEM......... . 30 Introduction Definition Major Problems of Public Relations Case Studies Bridge the Gap IV. OPINIONS OF PROFESSIONAL PUBLIC RELATIONS PRACTITIONERS............................... 4 6 Introduction Question 1 How did you come to the field of public relations? Question 2 How would you define public relations? Question 3 What is your official job title? 11 Page Question 4 What amount of time do you spend justifying your worth as a public relations practitioner? Question 5 Are you a member of the Public Relations Society of America and how do you feel about the accreditation program? Question 6 In your opinion are colleges and universities giving adequate educational preparation to the students in public relations? Question 7 Do you feel that PRSA is promoting the Public Relations image? Question 8 In your opinion what are the basic skills of public relations practitioners for an entry level position? Question 9 Do you consider yourself a professional? Opinions V. ATTITUDES OF STUDENTS IN A PUBLIC RELATIONS CLASS............ . 104 Introduction - Questionnaire Question 1 Please define" in your own words what Public Relations means to you. Include in your definitions what you think the purpose, function, and activities are of Public Relations. Question 2 What skills do you consider necessary for a Public Relations person to do his or her job well? Question 3 Would you classify a person who is employed as a Public Relations Practitioner as a professional? If yes^ why? If no, why not? Question 4 When you think of PR (Public Relations) what is the image you hold in your mind? VI. CONCLUSIONS REGARDING THE EMERGING PROFESSION OF PUBLIC RELATIONS AND ITS IMAGE PROBLEM.................... 117 ixi Page 12L EXHIBITS . Task Force Report Case Studies Questionnaire BIBLIOGRAPHY 199 IV CHAPTER I Introduction Public relations as an emerging profession has an image problem. Many authors have recognized and articu lated this problem. "Despite the considerable progress recorded in this generation, public relations still stands short of public acceptance as a true profession. The field lacks maturity, effective self-regulation, full-fledged devotion to the public interest, a generally approved course of training, and a research program of its own."^ 2 "The field is in very serious trouble. . . V "Two large minuses can be written against the practice: (1) Public relations has cluttered our already choked channels of communication with the debris of pseudo-events and phony phrases that confuse rather than clarify; (2) Public relations has corroded our channels of communication 3 with cynicism and credibility gaps." (Thè) bitterly disenchanted are convinced that public relations is nothing less than glad-handing, chauvinistic ' press agentry masquerading in white tie and tails, a shoddy plot to fleece management and confuse the public."^ "Public relations is not based on a morality of its own, 1 but rather on the possession of technical skills in 5 communication and advocacy." One of the basic questions to which this thesis will address itself, is this: To what extent and degree does the public relations image problem exist, and what agree ment can professional public relations practitioners and educators reach in order to identify various aspects of the problem and then collectively develop programs for solving the problem? As Scott Cutlip and Allan Center have pointed out, awareness of the lack of maturity of public relations is one of the ills of the profession, which the passage of time will assist in causing a change in the public’s attitude and understanding. However, progress seems always slower than it should be and professionals in public relations are seeking to agree among themselves on the best courses of action in order to help initiate a faster rate of change in the public’s attitudes. Statement of the Problem This thesis addresses itself to identifying the public relations image problem, to discussing various aspects of the problem, and to formulating effective methods and procedures for resolving the problem. Emphasis throughout the thesis is on the need for joint and collective action i : : and cooperation by the public relations practitioners, the teachers and educators, and the students. From the ranks of the students come the practitioners, and educators of the future. Chapters II and III are concerned with establishing that indeed there is a public relations image problem. The historical background (Chapter II) combined with the Task Force Report establishes that a public relations image problem exists today and that time will not alone solve this problem. Chapter III addresses itself to identifying the problem. This task seems relatively simple but having reviewed the Task Force Report one can see that even the professionals in the field cannot come to any agreement, among themselves in just defining their own profession. This thesis is to clear away some of the confusion and enable professionals to establish priority systems and methods to help change the public relations image problem. One of the important points is the need for continuity of the professions themselves. That is, that a bridge between professionals and students, (who will soon be pro fessionals) , should exist, an exchanging of experiences and a creation of a common meeting ground through the use of case studies. This seems a simple and small matter yet it is taking place in only a handful of schools in the public relations departments. Case studies may be used but it is important that the professionals participate in the class room experience through the use of realistic case studies, both for the professional and the student. Identifying the public relations image problem is the first step. This thesis reviews the problems of defining public relations. From the members of the Task Force Report, "the situation is hopeless, so why try to do anything about it?" to Webster's New International Diction ary, Scott Cutlip and Allan Center's academic definition and others, the conclusion is that it may not be necessary to define public relations to the extent that we are all trying to do. It is important to have a mutual under standing of the situation but public relations, like the law profession, is many things to many people and it is the common knowledge or body of knowledge shared with each of the professionals which is the common ground. Too much time is spent trying to fit public relations into a neat package. It won't fit and it should not. It should look to other professions, law and medicine, whose beginnings were similar, to establish the same kinds of important guidelines which bring about professionalism, a common body of knowledge, a code of ethics and a standard of recognized achievement of excellence. Method of Study An historical-descriptive method was used for this study. The history of the public relations profession, (Chapter II), serves as one of the larger stumbling blocks for public awareness and education. In politics as well as business the public relations profession developed from a need. The early public relations people practiced publicity or "free advertising" as it was called. Right through Watergate, which was mislabeled as public relations, 4 ‘ the historical review was certainly colorful with figures who helped shape this country. It was the public attitude towards politicians and big business that created a demand for the public relations person as an advocate for business. This created public mistrust of public relations people. The public relations image problem has been identified by the Task Force Report (Chapter III) of the Public Relations Society of America. The report indicates that the professionals were collectively confused and they wasted a good deal of time trying to find a common ground- a basis for definition. Simple criteria for attacking the problem needed to be established. There are as many definitions as there are professionals publics. Essentially there was need for creating a common ground through education of young professionals; that is, establishing a common body of knowledge. It is a circular problem and the professionals appear unsure of where the circle begins. Chapters IX/ and V utilize the descriptive interview method with differing approaches. Chapter IV involved the research technique of a panel of practitioners, all of whom are involved with the world of public relations. This included public relations practitioners and a newspaper man who has had contact with public relations professionals almost every day. These interviews were conducted per^ sonally in the practitioners' offices. Chapter V used another method, questionnaires. A beginning public re lations class V7as asked to fill out a questionnaire (Exhibit C) during the second week of class. The concept in Chapter IV involved interviewing the panel, asking them the same basic questions. Their re sponses were recorded and compiled to discover if the historical review and the Task Force Report were represent ative of the public relations image problem. Using a panel of practitioners is an accepted method of research. The academic and the business world are often times not attuned to one another. In a profession which is as broadly based in terms of definition, it is important to obtain the pulse of professionals in the field. The panel was chosen as a cross-section of practitioners based on age, sex, background, public relations specialty and willingness to be interviewed. The interviews conducted in each of the practitioners' office were loosely structured to allow the ideas and opinions to flow easily. Some of the most significant comments were made in passing or when the practitioners were asked if they could offer additional comments regard ing the public relations profession or regarding the public or corporate attitude toward the profession. It is im portant to remember that these people who work every day promoting their own company's image or working in an agency promoting several different client images, that they have strong opinions about their own profession's image. Chapter V is the responses to the questionnaire from the students in a beginning public relations class. The questionnaire was designed to get the students' impressions of public relations and the profession before they were exposed to the public relations classroom experience. This Questionnaire was filled out bv the students in the second week of class. They were assigned to read several of the becfinnincr chapters in Cutlip and Center's book. Effective Public Relations, but as you can see by their responses, few, if any, gave textbook answers. The student responses round out this study and provide feedback from a vital audience, the students. Education is the prime tool that the public relations practitioners must reach in order to attack the public relations image problem. Importance of This Study Public relations as a profession is now in the process of gaining more than it ever has before, the acceptance in terms of professionalism and recognition. However, to say that it has gained more is to look at where it has been and how far it has to go. It is how the profession will seek recognition and how it will regulate and become a recog nized professional body that will be determined by this study and others like it. A clear path towards such ends is needed and the professionals themselves are having a hard time collectively deciding the course to take. Pro gress is most important but the profession has to overcome some very real hurdles, past image being one, before it will be able to excel at the pace it wants. 7 Review of the Literature The review of the literature was undertaken to see that no other thesis has dealt with so large a topic as "The Public Relations Image Problem." The closest thesis topic deals with the public relations problem of a specific industry. The review of the literature in public relations is scarce. That is to say, before the 1960's few if any books were published other than that of a biography of someone’s life including his dabbling in the art of public relations during a brief period of his lifetime. For this thesis the most recent publications were used, but Zoll's The Dollars and Sense of Public Relations written in 1967 had an excellent first chapter, "Public Relations: Management's Mire or Miracle." The problem with the literature review was that the books published, es pecially during the 1960's were the "how to" books. Zoll’s book is a "how to" book but he takes the time to establish the "why for" of his writing it in the first place. That is, he established that there is confusion on the part of management and the public as to what public relations is and how it can be best used, Howard Stephenson's Handbook of Public Relations, is brief on the historical importance of the public ref lations past and seeks to get on with it; with practical descriptions of the public relations profession’s job. This thesis seeks not to even delve into the "how to" of public relations. It is concerned with the "why for." q Scott Cutlip and Allan Center's Effective Public Rela tions; y has been called the bible of public relations by those in the education field simply because for a long while it was the only academic approach to the subject of public relations which could be used in the classroom. In the last few years others have been used because Cutlip and Center's book has, in its fourth edition, become cumbersome with too much information. Cutlip and Center's book, however, serves as one of the main sources of information for this thesis, simply because it deals with the hurdles of the historical past and the problem as it exists today. Cutlip and Center's book is an excellent research source, too. The bibliography is extensive and helpful. As stated in Chapter III, public relations is mentioned in newspaper articles, books, comics, radio shows, and tele vision series but the image portrayed is that of a slick salesperson or an overactive press agent. Rarely does one see an article about the profession in a public media written by another public relations person. It is amazing that public relations hasn't sought in the media and literature to hire its own public relations person. Actually, this has happened recently. The Public Relations Society of America (PRSA) has hired one man to do the public relations for the public relations profession for the entire United States. It is a step in the right direction but is a big job. Raymond Simon's book 'Public Relations: Concepts and Practice/was published in 1976 and is one of the most concise books which could be easily used in the beginning public relations classes. It gives an overview of the history of the public relations profession, the "how to" and the "why for'," Cutlip and Center’s book, in the fourth edition, is now used at the University of Southern Califor nia in both the beginning and the intermediate classes. However, it is too advanced for a student just entering the field of public relations. Cutlip and Center’s book is complete; that is, it covers almost everything that anyone would want to research about public relations. Simon’s book was an excellent summary of much of Cutlip and Center's book. The Public Relations Society of America is the greatest source of information about public relations, as it should be. The Task Force Report is the key foundation for this thesis as well as the review of the speeches and the PRSA conference materials from Hawaii, New York, and San Diego. "The Public Relations Image Problem" is such a broad topic that it was important to narrow the topic and to zero in on the problem itself. Rather than dwell on the literature, other than Cutlip and Center’s book and the Task Force Report, it was important to get the up-to-date thinking of the professionals. The academic and the working world are sometimes not attuned to each other and it was important to this thesis to go to the grass roots; namely, the pro fessionals themselves. They will be the ones who will 10 create change in the public's opinion of the public relations image. Organization of the Study Following this introductory chapter dealing with the statement of the problem, the method of study, the impor tance of the study and the review of the literature, there are four more chapters in this thesis. The four chapters will identify the problem based on the historical past, outline the problem through interviews with the pro fessionals, combine it with the opinions of the students in the field of public relations and conclude with an outline of the methods towards greater professionalism which will ultimately resolve the image problem. Chapter II provides a look at the historical and colorful past of the public relations profession as the basis of the image problem as it exists today. There is review of the need that public relations sought to fulfill in business and politics in its early development. Chapter III identifies the public relations image problem. This chapter, combined with Chapter II, provides proof that a public relations image problem exists. Chapter III deals with the Task Force Report and the collective look at the problem and recommendations as to what should be done. Chapter III ends with the emphasis on the need for case studies. The Task Force Report discusses the need for case studies and education is again acclaimed by the profession 11 als in Chapter IV. Chapter IV contains the opinions of the professionals who serve in varying positions within the public relations profession. This is the main body of this thesis. These people who gave their time to be interviewed are the practitioners who are going to be the movers and shakers in the public relations image change and their opinions are the most critical. From the inter views one gains an insight into the need for greater pro fessionalism and the need for a regulated body of knowledge to be taught in the colleges and universities throughout the nation and the urgency in which the profession wants and expects change. Chapter V covers the attitudes of students in a begin ning public relations class. The attitudes that they bring with them from the media and education of the public re lations profession are discussed. It is these students who will enter the public relations profession in a few years. It will be the combined effort of educators and profession als to insure that those students coming out of school are prepared to meet the demands made on them in the business world and that they will be representative of the new and improved public relations image. The future is now. Chapter VI contains conclusions regarding the emerging profession of public relations and its image problem. It clears away the confusion as to the problem itself and provides recommendations as to the essential roles of the educators and of the public relations practitioners. 12 The professionals must take charge of their own profession. They are doing that somewhat in PRSA, but from the review of literature and the opinions of the Task Force members, as well as the opinions of the professionals, it is not enough. Public relations is still an emerging profession that has a long way to go to meet the expectations of both the educators and the professionals. 1. Scott Cutlip and Allan Center, Effective Publie Relations, 4th ed, (New Jersey; PrenticerHall Inc., 1971), p. 51. 2. A Report and Recommendations for Action to Improve the Image of the Public Relations Field, (Presented by the Special Task Force of the Public Relations Society of America, November, 1975), p, 2, 3. Cutlip and Center, p. 668, 4. Burt Zollo, The Dollars and Sense of Public Relations, (New York; McGraw-Hill Book Company, Inc,, 1967), p. 1. Cutlip and Center, p. 6 67, 13 CHAPTER II HISTORICAL OVERVIEW Introduction Public relations, as a prime agent in public opinion formation, developed to meet the needs of power groups for public support in America. It is the colorful historical reflection of public relations that serves;as its highest hurdle. To create a totally new image would be easier than building or revamp ing one that has not been held in the highest esteem. "Unlike Shakespeare's Juliet, some public relations practi tioners seem to believe that the rose would smell sweeter if it were called by another name."^ Political power struggles are seldom void of some kind of dirty linen. This old truth seems continuously evident. Public relations and the umbrella of professions it em- braces--press agents, promoters, publicists and so on-- have been involved in the political throes of our nation and have been ever present in scandal. To trace the past is not to neglect the fine things public relations has done nor the men and women who con tributed to the profession and the professionalism of 14 public relations it enjoys today. The profession grew out of a need and later professionalism grew out of a collect ive need and desire to regulate and upgrade the profession. The beginnings of public relations in America are found in our American Revolution. It was the communication of ideas that created public support during this time of struggle. Political Struggle The American Revolution was a twenty year struggle for a small minority of organized colonists whose articulation of a minority opinion carried against the organized apthetic majority of the British. Samuel Adams, the creative head of the colonists, staged the Boston Tea Party to "demonstrate the value of 2 created events to dramatize a point of view or situation, The Boston Tea Party brought, cries of protest and unified the colonies. (The Boston Tea Party, incidentally, later proved a major obstacle in the promotion of tea drinking in the United States. Ernest Dichter, president of the Instute for Motivational Research, Inc., was called in and he advised tackling the problem from the classroom up. He claimed that "Americans should be taught that it was not a protest against tea but a protest of the importance of tea in the life of Americans in revolutionary times!")^ Again in the Boston Massacre, Adams exploited the skirmish between British soldiers and tough American revolutionaries into a symbol of "brutality and oppression"."^ 15 Note especially the underlined words above, staged and exploited, strong, pejorative words, Adams' pen was not regulated by fair journalistic reporting and the cause, in retrospect, was worthwhile. His pen aided in the American Revolution which created new freedoms,; The moral judgment here does not fall heavily upon Adams whose character and patriotism as an historical figure is above question. However, it was this kind of bold act that the public later was to question. Our laws and regulations for the press and other communications networks came only after other people abused the system even to promote a worthwhile cause. Until the time that regulations were enacted it was the right of free dom of press and speech that left the moral judgment to the individual. Presidential Campaigns The political arena used many of the umbrella profes sions of public relations. Public opinion was the contest. In 18 58, Abraham Lincoln, in the Lincoln-Douglas debate_ said ; Public opinion is everything. With it nothing can fail, without it nothing can succeed.^ Thomas Jefferson's devoted aide, John Beckley of Vir ginia, began the political propaganda machine when he helped organize the Republican Party which is now known as the Democratic Party. Thomas Jefferson is believed to have been the first American president to use the phrase "public relations". It happened in 1807 when he was drafting his Seventh Address to Congress. In one passage he wrote 'state of thought' and then crossed it out and sub stituted 'public relations' instead.^ During the 1820's Andrew Jackson, a common man, (from the country and had little formal education) became presi dent through the efforts of Amos Kendall who acted as a presidential press secretary would act today. Kendall was a key member of President Jackson's "Kitchen Cabinet','' He was "pollster, counselor, ghost writer and publicist for President Jackson,Along with others of the Kitchen Cabinet, Kendall was a former newspaperman. Kendall's strategy, sense of public opinion and skill as a communicator helped Jackson succeed as president. In 1880 the close race of the Tilden-Hayes presidential campaign, and the abundant supply of paper and the growth of the press caused the introduction of campaign literature on a mass scale. Campaign literature of pamphlets, posters and press releases continued in subsequent presidential campaigns altering in more recent campaigns with the intro duction of radio and later, television. President Theodore Roosevelt v;as the first president to go to the people and "rake the country from the front pages of newspapers!"^ Until T.R.'s time political leaders, along with businessmen, felt that the less the public knew the easier it would be to run a business with a profit and a country with a re-electable president. 17 President Theodore Roosevelt wanted the people to know. He wanted them to understand that big business was exploit ing the resources and the workers. He took the case to the people before he brought the anti-trust suits. With the people on his side, how could he lose? As Napoleon Bonaparte had said a century before: The men of intelligence who have changed the world have done so by influencing the leaders but have always set the masses in motion. He who in fluences princes is only an intriguer, and his results are second rate; but he who moves the masses changes the faces of the earth.9 The stock market crash in 1929, followed by the depression brought Teddy Roosevelt's cousin, Franklin D. Roosevelt, to the presidency of the United States. Franklin D. Roosevelt followed T. R.’s lead and went to the public with his New Deal. His administration governmental public relations grew; the depression and the New Deal stimulated and expanded the "public's right to know" and the need "for building of informed public support,"' Each of the examples serves to illustrate a need ful filled. The first need was for a press agent or secretary who had a finger on the public opinion pulse for a poli tical figure. The second need was fulfilled by the de velopment of campaign literature. Whether it be fund raising or political campaigns, an effective tool of public relations is getting the facts to the people. This leads to greater participation in government and the development of two-way communications between the people and their 18 representatives in government. Key men have shaped this nation, its campaigns, candi dates and presidents. Many were anonymous, yet behind the scenes they wielded immeasurable power, the power to in fluence public opinion and to control it to an ever- increasing extent. This unregulated power of the communicators in high positions or "behind the throneand the morality of the decisions they made to influence public opinion is what came into question in the 1900’s. As in a criminal case, a question of guilt often remains even after the defendant has been found innocent. Similarly, the question of guilt often remains even after public relations has been exonerated. As Benjamin Franklin said; When truth and error have fair play, the former is always an over-match for the latter. Of public relations techniques he said: When men differ in opinion, both sides ought equally to have the advantage of being heard by the public.^ Business Public relations developed to meet the business need the hard way. Politicians realized long before businessmen did that fighting the public was not the route to be taken. After the Civil War, America nearly doubled its population and people massed in cities to work in factories. The industrial and financial revolution dominated the economic system. ______________________________________________________________ 19j Monopolies formed, wealth gave way to absolute power and workers and resources were exploited. Many businessmen cared little about public opinion. Some agreed with Commo dore Vanderbilt's famous outburst, "The public be damned,'.' "Big Business was committed to the doctrine that the less the public knew of its operations, the more efficient and profitable-— even the more socially useful--the operation would be."^^ Historian Merle Curti said, "Corporations gradually began to realize the importance of combating hostility and courting public favor. Fortunately, public relations was sought by the people. They had a cause. The pressure of public opinion was felt. "Big business's response to the swelling protest of an increasingly articulate public was reflected in the changing' posture and tactics" of big business. The railroad magnates who at first were impervious to public opinion and who "bought" whom they wanted, finally cowered to public protest. The railroads, because they had to promote land settlement along their iron rails, were forced to court public favor. The political and financial arenas found that public opinion was the most favored commodity they could have. Big business and utilities respected public opinion but the means of acquiring favorable public opinion oftentimes resulted in misrepresenting the truth. 20 "Muckraking* was the inevitable result of decades of indif ference to illegalities attendant upon industrial develops ment of America.It was the result of excesses of large corporations and utilities which brought out the muckraker whose strength lay in journalistic exposure. Business, whose motto had been ultimate secrecy did not know what to do. Eventually, they hired newspaper people to tell their story. Unfortunately, for the most part, "these ex newspapermen in the employ of business countered with 17 whitewash and press agentry:" Beginning of the 19th Century Public Relations Practitioners The practice of public relations grew out of publicity which, in the early days, was disgracefully known as "free" advertising. In the late nineteenth century large industrial enter prises employed former newspapermen as press agents who became lobbyists in the legislative capitals, Unfortunate^ ly, it wasn't until 1940 that lobbying was made a respect able profession with the federal and state requirement that lobbyists at the seats of government be registered and i : ■ their clients identified. The public mind of the 1940's saw little distinction *Definition--Muckrakers-Journalists who specialize in ex pose' s and confessions of corruption and sordid activities. Derived from John Bunyan's Man with the Muckrake in Pil grim's Progress, who preferred to rake the muck instead of raising his head to contemplate heavenly s p l e n d o r s . 18 21 between lobbyist, press agent, publicity man and the little known term of public relations practitioner. The legitimacy of the public relations practitioner is forever being questioned. "A wide variety of activities parades under the banner.Unfortunately, the public identifies the activities with a profession whose past was not of the utmost integrity. Press agentry, product promotion, publicity, lobbying and public affairs are all under the umbrella of public relations. The historical development of the individual profession is unconsciously embedded in the public it serves. Public relations serves as a collective meeting ground for these professions. An analogy is that of a lawyer.whose basic skills and knowledge are shared by other lawyers but whose practice can deal in diverse fields from real estate to estate planning to criminal work. Public relations is similar in that basic skills are shared by practitioners— journalistic skills in particular--and from those shared skills come diverse areas of practice from governmental public relations to agency counseling. The point is that a press agent may be a press agent who does not identify with public relations and who does not consider himself a public relations practitioner and he is not, in fact, a public relations practitioner. He has a specialty; he is not a general practitioner who has special- 22 ized and still retained the overall capabilities of a ' i generalist. Idealistic, perhaps, but the reality is that the educa tional system is supporting this very theory. The people who came out of newspaper work or basically the school of hard knocks were specialists first and then, by trial and error, became generalists with a versatility in public relations. They were fulfilling a need but the fulfillment of that need seems backwards. It was not until the 1960's that our educational systems turned the accessibility of the pro fessional on a straight path of generalist background and journalist skills to meet the increased demand for qualified public relations people. Regardless of how it should have been, ex-newspapermen who stood apart from the company-paid publicists such as Ivy Lee, George Creel, John Hill and others, individually crafted from private and public sectors the "relations with the public" as L. L. Golden suggests. Ivv Lee, the "father" of public relations practice in the United States, born in Georgia and educated in Princeton, : worked as a journalist on New York newspapers for a number of years before establishing his first press and publicity office in 1904. He was dismayed that industry was re luctant to give any information to the press and determined to remove any lingerina suspicion in the public's mind. Two years later he issued his manifesto to newspaper editors: "This is not a secret press bureau. All our work is done in the open. We aim to supply news. This is not an advertising agency: if you think any of our mat ter ought properly to go to your business office, 23 do not use it. Our matter is accurate, ..." when an accident occurred along the main line at Gap, Pennsylvania. Automatically the cus tomary machinery of news suppression was thrown into gear and just as quickly Lee reversed it. Reporters were invited to travel to the scene at the expense of the railroad; facilities were promptly set up for the gathering of facts and the taking of photographs; facts, which re porters had not thought to ask were offered. . . . when the commotion settled down, the Pennsylvania Railway found itself basking in one of the few good presses it had enjoyed since the turn of the century. Later Lee wrote, "Publicity in its ultimate sense means the actual relationship of a company to the people, and that relationship involves far more than saying— it involves doing".20 They were unbendable. John Hill early in his career came up against big business secrecy in connection with the release of quarterly earnings. The president of Union Trust Company was always eager to get the release used by the press, as long as earnings kept going up. When the rising trend changed he asked Mr. Hill not to release the earnings. John Hill protested, "a policy of releasing earnings only when they are good would utterly destroy any good will the company was trying to build up with the press and the 21 financial community . ' V It was people like this— men who were not part of the corporate structure but rather working out of agencies-- who were able not to be owned by companies and therefore, could stay clear of company ties. To disclose truth whether it be earnings, oil spills, or strikes was to insure public trust in business and become a valued commodity. 24 Watergate: A Fraud on Public Relations Watergate will long be etched in the minds of the American public. It was the popular tendency, egged on by certain journalists to attribute the whole coverup and 22 mess to '"public relations j.mentàlity« The acceptance of that theory is absurd. It was unfortunate that one of the key people, H. R. Haldeman, was labeled as a public rela tions practitioner when, in fact, he was never profession ally engaged in public relations, but rather, in quite a distinctly different business, namely, advertising. "There is no doubt about the effect of Watergate with the widespread tendency to employ 'public relations' 23 negatively to imply coverup and other evil machinations." Watergate will long be remembered as a public relations fraud, when in fact, it was a fraud on public relations. The White House schemers, from the first week of Watergate through the week of Nixon's resignation, handled the public relations aspect of their problem with conspicuous incom petence and insensitivity. Whatever individual or pro fession may be responsible for that mess, Watergate cannot reasonably be blamed on "the public relations mentality, Public Opinion of Public Relations as it Relates to Business The Opinion Research Corporation surveys American attitudes toward business and has done so since 1943. In the 1973 findings, which were compared to the 1959 findings, the public's mistrust of business had nearly doubled, 25 American attitudes toward business, especially big business, are more than bad; they are deplorable. The downward trend in public confidence indicates that it will continue to de cline.unless business takes action. Why? "Today in America there is in motion a widespread search for the 'What and Why' of things. Nothing escapes questioning. Nothing is sancrosanct, whether it be religion, big business, or the establishment in any of its manifesta- 25 tions.’ , ' People are unfavorable about systems. We all enjoy mass education, better health care and better consumer goods, yet those social structures and processes, including government and big business, are rejected. "One of the tragedies of our time is that many of the most important causes come before the public with poor and untrained advo cacy. This is a problem, not only with the profession but with those who are practicing public relations. There is, as Marshall McCluhan says, an "Information Explosion" going on. Public relations practitioners have access to the information channels and the public watches what they do with those channels. Professionalism and the Public Relations Society of America (PSRA) The Public Relations Society of America (PRSA) was formed February 4, 1948, by the merger of the National Association of Public Relations Counsel (NAPRCj and the American Council on Public Relations (ACPR). "The new organization provided the key forum for discussion of the 26 27 elements of professionalism." The membership of NAPRC was composed of New York counselors, and words of National and accredited were loosely used. The latter organization started out on the West Coast in San Francisco. On July 1, 1961, the American Public Relations Association (APRA), located in Washington, D.C., merged with PRSA. APRA made two contributions toward the recognition of the society's members. One is the quarterly publication to foster the exchange of ideas through publication, to promote professionalism and provide opportunities for continuing education. The second is the Silver Anvil Award which is awarded in the different Chapters to individuals or companies for recognition of successful and well-done public relations practices. The 1960's saw the foundation of professional standards being incorporated into PRSA. By 1970, one-third of the members of PRSA were professionally accredited. Summary What an enjoyable, fleeting thought it is to contem plate that public relations could develop before the need, before the business crises, before the industrial and financial revolutions. However, as in other areas of business endeavor, necessity is the mother of invention. Public relations developed by flying the banner of many professions to ful- __________________: ________ 2 . 7 J fill a need for influencing public opinion. It was in the hands of moral men whose cause was worthwhile in our Ameri can Revolution, The onslaught of the Industrial Revolution saw the accumulations of wealth, the evil of greed and the development of incredible power. Public relations spurred the reform movement. Eventually, on the side of business, it was an awareness that news, in all its aspects, had be come à fresh, strong determinant of public behavior. Business learned that to communicate with its public was to control them. The people most suited to communica tions to the public were ex-newspapermen. Unfortunately, paying people to write what the company thought the public should hear was not necessarily public relations. Often it was (and is) slanted or biased publicity. 1, Raymond Simon, Public Relations ; Concepts and Practices, (Ohio; Grid, Inc,, 1976), p,2. 2; Cutlip and Center, p, 51, 3, Peter Biddlecombe, International Public Relations Encyclopedia, (London: Grant Helm, 1968), p, 35, 4, Cutlip and Center, p, 51, 5, Ibid,, p, 164; 6, Ibid,, p, 108; 7, Ibid,, p, 55 8, Lawrence Notte, Fundamentals of Public Relations Professional Guidelines, Concepts and Interpretations, (New York: Pergamon Press, Inc,, 1974), p, 41, 9, Cutlip and Center, p, 164, 10, Notte, p, 41, 11, Cutlip and Center, p, 87, 12. Ibid,, p, 38 13, Notte, p, 35, 14, Cutlip and Center, p, 64, 28 15, Notte, p. 40. 16, Biddlecombe, p. 131. 17, Notte, p. 37, 18, Biddlecombe, p, 151, 19, Cutlip and Center, p, 2, 20, Biddlecombe, p, 131, 21, Simon, p, 22, 22, Public Relations Society of America. A Report and Recommendations for Action to Improve the Image of the Public Relations Field. Presented by the Special Task Force on Public Relations, November, 1975. p. 6. 23. Ibid., p. 9. 24. Ibid., p. 10. 25. Hill and Knowlton, Members of Current Thoughts on Public Relations. A collection of Speeches and Articles, (New York: M. W. Lads Publishing Company, 1968), p. 54. 26. Ibid., p. 55. 27. Cutlip and Center, p. 675. 429 CHAPTER III IDENTIFYING THE PUBLIC RELATIONS IMAGE PROBLEM Introduction A task force, born in a resolution of the National Assembly of the Public Relations Society of America in the Fall of 1975 and consisting of 35 members selected to re present various special interest groups and geographical locations, reached a near unanimous conclusion that public relations has an image problem. However, when it came to identifying the cause of the problem, and how it should be dealt with, public relations professionals expressed a variety of opinions: ". . .the situation is hopeless, so why try to do anything about it? The field is in very serious trouble. . . . This is a matter of surfival and we must do something now. . . . There is currently a sense of exaggeration as to the low esteem in which we're held. . . . There is no need to meditate in sack cloth and ashes, but self-examination and analysis--so long as it doesn't create self-recrimination— can't hurt any of us."^ It would not be any easier to have each of the members of the task force define public relations because each mem- _____________________________________________________________________3^ ber is practicing in different areas of public relations and in different geographical locations. Definitions To find a common ground, definitions must be examined and evaluated. Webster's New International Dictionary, Third Edition, defines public relations as: 1. The promotion of rapport and good will between a person, firm or institution and other persons, special publics, or the community at large through the distribution of interpretative material, the development of neighborly interchange, and the assess ment of public reaction. 2. (a) the degree of understanding and good will achieved between an individual, or ganization, or institution and the public; (b) the application of the techniques for achieving this relationship. 3. (a) the art or science of developing reciprocal understanding and good will; (b) the professional staff entrusted with this task. Public relations is often confused with the professions under its umbrella— publicity, press-agentry, public affairs, propaganda, and institutional advertising but, as has been mentioned previously, these are parts of the whole of public relations, but none of these parts is equal to the whole. The International Public Relations Association defines the practice of public relations to be: Public relations is a management function, of a continuing and planned character, through which public and private organizations and in stitutions seek to win and retain the under standing, sympathy and support of those with whom they are or may be concerned— by evaluation of public opinion about themselves, in order to correlate, as far as possible, their own policies 31 and procedures, to achieve by planned and wide spread information more productive cooperation and more efficient fulfillment of their common interests.2 Edward Starr, a senior vice-president of Hill and Knowlton, defines public relations as "winning the friends you deserve, Howard Stephenson gives his working definition of Professional Public Relations as "the art of convincing people that they should adopt a certain attitude or pursue a certain course of action, usually associated with management^ The definition that is liked and used within most col leges and universities was proposed by Scott Cutlip and Allan Center, "The planned effort to influence opinion through socially responsible and acceptable performance, 5 based on mutually satisfactory two-way communications." The reason Cutlip and Center's definition is widely used is that other definitions often do not emphasize the basic reason public relations was developed, namely, to fulfill a need to influence public opinion. Others realize what power that statement of influence public opinion has and they avoid it. Cutlip and Center meet it head on, controlling the sentence with the words "socially re sponsible" and "acceptable performance," which has the flavor and truth of the old and the consciousness of thé new, There are three ways to influence public opinion: 32 1. To create an opinion 2. To change an opinion 3. To support an existing opinion The point is that one must know public opinion before planning to influence it. Cutlip and Center's definition provides a means of determining public opinion by referring at the end of their definition a "mutually satisfactory two-way communication^ Î , ' For this thesis, the definition which best suits the purpose is a combination'of definitions stated above: "Public relations is a management function that enables a two-way communication system to create continuous feedback which allows for the socially-responsible, planned effort to influence public opinion, to promote good will, and to create an understanding between a person, firm or institu tion and the public or persons of special interests.'' Although it is important to have a workablë definition of "public relations" in order to be aware of its component elements, the definition itself is of far less importance than a number of other problems which must be resolved if public relations is to emerge and develop as a recognized profession. Major Problems of Public Relations In addition to the problem of defining public relations, discussed above, the Special Task Force on Public Relations of PRSA outlined in its Novmeber 1975 report a number of 33 other problems. These problems will be analyzed briefly with comments and conclusions as to their relative import ance, which in some cases, differ from those of the Task Force Report. 1. We don't know who we are. Admittedly there is a wide disparity of opinion within PRSA as to what the practi tioners really do and what the term itself really means. The Task Report suggest that public relations practitioners "must agree upon a precise and comprehensive definition and then live by it, believe in it and promote it widely:"^ A single all-inclusive, comprehensive definiton of public relations, as suggested by the Task Force, is both unnecessary and inadequate. Moreover, such a single de finition is apt to prevent or delay the development of a variety of recognized and approved specialties under the broad umbrella of public relations. Comparing the parallel of the public relations profession in its present infancy, with the professions of law and medicine in their infancy, one recalls that in the early days lawyers and doctors were general practitioners. Gradually, as the body of knowledge of the legal and medical professions grew, specialties with in each profession developed. It is predicted that the same will happen as public relations emerges into a full-stature profession, with a variety of specialties. Note, for example, that the Task Force applauds the approval by the University of Southern California of a course in financial 34' public relations. This is a specialized area of public relations. No one would deny that the term "public relations" connotes many different things to practitioners within the profession, and perhaps even many more things to the lay public. Also, one must agree that the term "public rela tions" is often used negatively to imply a cover-up, as will be discussed later in this chapter in regard to the Watergate coverup. However, the emerging profession of public relations is richer and more significant because of the variety of its publics. Public relations is more properly Relations with PublicSy "Public relations person" is merely a shorthand term to cover a variety of talents and expertise, not all of which can be embodied either in a single person or in a single definition of the profession. The same is true of the legal and medical professions, which are more properly concerned with other more significant problems of their professions than trying to formulate a single, comprehensive definition to encompass all of the specialties which have developed over the decades. Given time, the public rela tions profession will develop its own specialties. Even now, as the Task Force Report recognizes, alternative titles for public relations practitioners are coming into wider use, such as, "corporate relations "community relations,!-' "public Affairs" and the like. The term Public Relations is the "umbrella" term for the public relations profession, the same as doctor and lawyer are the "umbrella" terms for those professions. It should be retained without apology, supported with vigor, and emphasized with enthusiasm. 2. Need for greater professionalism. The Task Force clearly recognized this as "by far our most serious prob- 7 lem'. " In fact, the Task Force suggested that the profes sion should forget about tackling other problems until it improves standards regarding ethics and individual per formance and creates a genuine body of knowledge. The Task Force cited four means of enhancing and in suring professional performance: a. Eligibility requirements for membership. b. Accreditation (a test available through the Public Relations Society of America created" as a professional standard much like a CPA exam) c. The Code (professional standards for\the&ptactice of public relations) d. Professional development opportunities like the institute and chapter programming. With respect to eligibility for membership in PRSA, the Task Force noted with concern that PSRA "does not serve to distinguish the professional from the pretender, or the competent from the incompetent , " f Similarly, the Task Force reported that accreditation was diluted at the time it was approved by "grandfathering" of a group so large that fora: long time_4.t .Constitutedbfihe bulk of the accredited membership. It was also noted that 36 "accreditation is seldom specified as a requirement for a major public relations post," With respect to the Code, it was noted that its en forcement has not been well publicized, even though it has been enforced on several occasions. With respect to professional development, the Task Force lamented that "there seems to be a sad lack of inter est among PRSA members in keeping up with or advancing the state of the art»\^ While the Task Force's conclusion that the most serious problem is the need for greater professionalism in public relations, their above-enumerated four means of enhancing and insuring professional performance are inadequate. Much more is needed. To help public relations emerge as a profession com parable in standing to law, medicine, accounting and other recognized professions, a systematized body of knowledge must be developed and taught at the college and university level. In a later chapter I shall discuss the need for developing case studies through the cooperative efforts of public re'i"a,tXon.s practitioners and educators, as has been done so successfully in law and medicine, and more recently in graduate schools of business and management. These professional programs of study, such as the one at the University of Southern California, must achieve sufficient quality and high standards to justify accredita tion by an academic body comparable to the accrediting associations of law schools, medical schools, and business schools. Further, I would hope that in the not-too-distant future, membership in PRSA would be strictly limited to graduates of accredited college and university programs in public relations, or to persons who had passed an accredi tation examination if that person had not had the benefit of graduating from an accredited academic program. By definition, a profession includes a significant body of knowledge, the mastery of which requires several years of concentrated study. As with law and medicine, the profes sion of public relations can upgrade itself over time only by insisting that it has some means of testing those v/ho wish to hold themselves out to private industry, the govern ment, and the public generally as public relations pro fessionals. At the very minimum the standard for admission to PRSA and to some sort of certification of a person by the profession as a public relations professional, would include either graduation from a college or university which has an accredited educational program in public relations, or suf ficient knowledge to pass a stiff accrediting examination in public relations. The high standards of the legal and medical professions have been achieved in this way. Public relations as a new, emerging profession must emulate law and medicine if it is to achieve the professional status it so earnestly seeks. The Task Force Report did not stress the need for a public relations curricula in colleges and universities , , 38 ' as the basis for developing public relations as a profession. Instead, the Task Force report criticized colleges and universities for not providing overview, survey, or apprec iating courses in public relations to students in business, journalism and public and welfare management. While such survey courses are important, they are no substitute for curricula of breadth and depth in an accredited program of public relations, anymore than a course in business law for business graduates is a substitute for a law school curri culum to educate professional lawyers. With respect to professional development opportunities, the Task Force Report referred mainly to the Institute and to chapter programming. While these areas are important, they by no means constitute adequate professional develop ment opportunities. Again, referring to the kind of pro fessional development which is available to lawyers, doctors, accountants, business management persons, and others, one is impressed by the fact that these programs have a strong academic base. This gets us back to the point made above of the need for accredited educational curricula in the field of public relations in our colleges and universities. Until public relations gets this undergirding of strong academic programs, the professional development programs in public relations will continue to languish. It is no wonder the Task Force concluded that "there seems to be a sad lack of interest among PRSA members in 39 keeping up with or advancing the state of the art.'"^ Once public relations becomes established as a recog nized profession, based upon accredited college and univer sity curricula, with admission to the profession and to PRSA open only to those who have completed such curricula or who have qualified for admission by passing high-standard examinations comparable to bar examinations for law practice or medical board exainations for the practice of medicine, then and only then will one witness real and sustained professional development. 3. Management doesn't understand and appreciate public relations. The Task Force pointed out that this is not a universal problem and that many management people respect the role of public relations and the individuals who serve them. According to the findings of Robert W. Miller of the School of Business Administration at American University who surveyed presidents of firms in the Fortune "iBOD" many presidents feel that too often the PR person's background and training are not as broad as they should be for the work required. Miller reported that the main criticism is that public relations persons lack an understanding of the overall economic picture and of the total corporate situation. On Professor Miller's findings; First, management itself is often at fault for not including the public relations professional regularly in top management decision^ in the highest level of the corporate structure. Like the legal counsel of the corporation, the public relations pro fessional should hold one of the highest staff positions in the organization, reporting directly to the president, and/or to the chairman of the board. Too often the public relations person is called upon only after an emergency or disaster has occurred. Like the lawyer or the doctor who practice preventive law and preventive medicine, respective ly, the public relations person needs to be able to practice "preventive public relations^"' It is always easier to create and sustain a good image of the corporation, than it is to overcome a bad image. Second, public relations professionals can earn and will be given appropriate status within<jthe corporate structure only when they have an adequate educational background. Again, this gets us back to the need for ac credited educational curricula in the colleges and universities,, followed by high standards of admission to the public relations profession. 4. Media are frequently antagonistic and lacking in understanding. The problem here, according to the findings and conclusions of the Task Force, is that public relations people are often advocates of their employer's point of view. Because of this adversary role, according to the Task Force, "corporate public relations is in trouble^'" and in many cases, "management tends more and more to eschew press exposure, as a result,''4^ 41 While there is some truth in the Task Force conclus ions, I see no particular harm in the public relations person in a corporation serving as an advocate of the corporate image, product and organization, provided the public relations is of high professional caliber. After all, the corporate legal counsel is an advocate for the corporation. The public relations "counsel" is also entitled to be an advocate. If the public relations person is honest and forthright with the media, never attempting to cover up the deficient cieSy, weaknesses, drop in sales and earnings, violations of government regulations, and so forth, that person can com mand favorable media response and coverage. Much depends upon the integrity of the public relations person and the high degree of professionalism which that person brings to the position. As the Task Force concluded, "This is not to say that many media people do not have a high regard for many highly ethical, highly skilled public relations people in all fields. . . Again, we find ourselves focusing on the need for greater professionalism in public relations as discussed at some length in the preceding pages. Of course, it is a ■mistake to expect instant professionalism in an emerging [profession. It was not achieved overnightoin law, :iiiedicine, accounting, and the other well-established professions; nor will it be achieved overnight in public relations. 42* 5. Colleges and universities are not training future leaders of corporations and other institutions to understand and appreciate the role of public relations. Here the Task Force focused on the problem that very few overview, survey or appreciation courses in public relations are offered to students in business, journalism, or public and welfare management. While such courses would be helpful in develop ing an appreciation on the part of future managers of the value of the public relations function, the more significant deficiency in the colleges and universities is their failure to develop sound public relations curricula as the basic step giving form and substance to the emerging profession of public relations. Colleges and universities must do for public relations education what they have done for law, medicine, accounting and the other professions. Case Studies Bridge the Gap Basic to the evolutionary growth of the new, emerging profession of public relations is the critical need for educators and practitioners to join together in the develop ment of the case study method of teaching those who aspire to become public relations experts. Bringing realistic case studies into the classroom affords the professional an opportunity to participate in the educational process of students entering the field and, in turn, allows the student a realistic look at the profession and at the professionals themselves. 43 The idea of case studies is not new in professional education. Medicine and law have relied upon case studies for at least a century. More than seventy-five years ago the Harvard Graduate School of Business, taking a leaf from the medical and legal education, began its own development of case studies in an effort to educate and train profes sional managers and executives. That pattern of profession al education of businessmen has now become the predominate mode in every graduate school of business in the United States. Public relations education can follow in the foot steps of the older professions. Case studies are an essential part of the learning process in the field of public relations. Fortunately, it is relatively easy to find case studies; the newspapers afford teachers an ample supply every day. Customarily, in beginning public relations classes, students are assigned the task of looking through the daily paper and identifying public relations problems. This is an important exercise and can lead to the development of case studies. A more significant method of developing case studies is to have public relations practitioners bring to the college class room, for analysis and discussion, real public relations problems which the practioner has hdd to solve. Exhibit B contains 15 case studies developed for a be ginning public relations class. They vary from corporate, to agency, to non-profit situations. Many were contributed by graduates in the field of public relations who lent a 44 case study problem. The case studies are outlined with ideas and directions that can be used to guide students and to get them to think like public relations professionals. It is important to remember that case studies are an exercise in a classroom, but it is important to make clear that this indeed is a situation that could happen and that each student individually must make some important decisions when analyzing the direction he would take. 1. A Report and Recommendations for Action to Improve the Image of the Public Relations Field, Presented by the Special Task Force of the Public Relations Society of America, November, 1975), p. 2. 2. Cutlip and Center, p. 47. 3. L. Roy Blumenthal. The Practice of Public Relations , (New York; The MacMillan Company, 1972), p. 21. 4. Howard Stephenson, Handbook of Public Relations, (New York: McGfaw-Hill Book Company, 1960), p. 9, 5. Cutlip and Center, p. 4. 6. Task Force Report, p. 2. 7. Ibid., p. 3; 8. Ibid., p. 4; 9. Ibid., p. 4. 10. Ibid., p. 5. 45 CHAPTER IV OPINIONS OF PROFESSIONAL PUBLIC RELATIONS PRACTITIONERS Introduction Having identified and discussed the major problems of the emerging profession of public relations in the pre vious chaper, we turn now to a survey and discussion of the opinions of several professional public relations practi tioners. These persons whose names and public relations positions are listed below, were asked to comment on nine key questions. Their answers to the questions, as well as their voluntary comments, reveal interesting perceptions about their roles as public relations practitioners. Some of them have changed their public relations positions since they were interviewed. The nine questions were: Q. 1. How did you come to the field of public relations? Q. 2. How would you define public relations? Q. 3. What is your official job title? 46 Q. 4. What amount of time do you spend justifying your worth as a public relations practitioner? Q. 5. Are you a member of the Public Relations Society of America and how do you feel about the ^ctijr^djdkaitULoh program? Q. 6. In your opinion are colleges and uni versities giving adequate educational preparation to the students in public relations? 0. 7. Do you feel that PRSA is promoting the Public Relation image? Q. 8. In your opinion what are the basic skills of public relations practitioners for an entry level position? Q. 9. Do you consider yourself a professional? The opinions of the professionals is a key factor in shaping the public relations image. It is the opinions of the professionals about their own profession that will determine what will be done in the future to reshape the image. The professionals interviewed for this chapter were chosen because of their age, background, experience and 47 present position. They hold strong opinions about the pub lic relations profession and they were willing to discuss the problem facing public relations as a profession. During the summer and fall of 19 76, the following people gave their time to be interviewed on tape discussing a series of questions that will be individually discussed in the following.pages: Spencer Boise Patricia Cummings Selma Halprin Sally Hoff Burns Lee Robert Levinson Pat Penney Nat Reed Byron Sabol Mary Turk Jana Waring R.N. Wright Dick Turpin Mattel, Inc. Pasadena Art Center Ruder and Finn St. Lukes Hospital Bergen and Lee Levinson and Associates Pat Penney Agency Sears, Roebuck, Inc. PIPE Ross Loos Kaufman and Broad Toyota Editor, Real Estate Section, Los Angeles Times Although each person was asked the same nine ques tions each had his or her own opinions about what they wanted to discuss. Each of the people interviewed did not answer each of the nine questions. In some cases the 48 respondents had similar if not the same answer as one an other and therefore the similar answers in the following chapters were deleted. A summary of each question and the responses given precedes the actual answers to each of the questions. Question 1 How did you come to the field of public relations? Indicative of the fact that public relations is a young, emerging profession is illustrated by the responses by several practicing public relations people to the ques tion of how they came into the field of public relations. Unlike the older professions of law, medicine, dentistry, engineering, architecture, and others into which entry is without exception dependent upon formal college education followed by professional education (i.e., law school, medi cal school, etc.), and some sort of qualifying examination, public relations practitioners come from a variety of back grounds, such as journalism, newspaper work - including reporting and editorial work, advertising and secretarial work. Still others frankly admitted that they got into public relations "by accident." Occasionally one finds a public relations practitioner who actually majored in the field at college. At the other extreme are the few who decry the need for any formal education. 49 One may observe a parallel of the public relations profession today with the legal profession at the turn of the century when law was a young and emerging profession. Then, budding young lawyers often "read law" in some law office, under the tutelage of a practicing lawyer. Formal • education was often not required for admission to the bar, and admission was by motion to a court, without any re quirement of passing a two or three-day bar examination. So it is today with many of those who seek to enter the field of public relations— they work as journalists, re porters, writers, secretaries, or in a public relations agency or corporate office and gradually acquire enough knowledge and skills to take on the self-asserted title and mantle of a public relations person. This method of entering the public relations field is changing dramati cally with the development of fully accredited college and university level curricula in public relations. As in law and the other older professions, the development of higher education programs in public relations is wel comed by most informed, far-seeing persons who sincerely believe that if a profession is to achieve status it must adopt ever-increasing standards of admission, recognizing, meanwhile, that the public relations practitioners already in the field cannot be required to go to college or take qualifying examinations, but instead, must be protected by some sort of "grandfather" (or "grandmother") clause. "50 Moreover, many of those already in the field who may have drifted into public relations from related fields, without benefit of formal education in public relations often are the first to recognize the value of up-dating their practi cal "know-how" with formal education and this can be pro vided by the public relations professors in the colleges and universities through a variety of continuing education and extension courses. In turn, the practitioners of public relations can be of great help to the professors and to the profession generally by supplying a variety of case studies based upon their actual experiences. This whole subject of case studies will be explored in Chapter 4. Responses : Question 1 Sally Hoff Where I went to school we had an adver tising major so I was in advertising. I really wanted to get into public re lations when I was in high school and they didn't have a college public re lations program so I was directed into advertising as being the closest to it. When I graduated I had a degree in jour nalism and I went to the big agencies in Toronto and they just laughed be cause they didn't have an intern pro gram. I ended up getting an offer to do copy writing for a mail order thing-- like Sears catalogue type of writing— which would have been good training, but to be a public relations assistant for a hospital would have been the best for what I do now. 51 Selma Halprin: I came into public relations through news paper work. I was on the New York Post and I reached a point where I had been for several years. I substituted for various editors on leave or vacation and when they came back I was back to being an editorial assistant. Short of being a reporter there was little place for me to go. I didn't have the guts to be a reporter. I could not go into the home of a family where a child had been hit by a car and interrupt their morn ing to ask questions. I was facing my 30th birthday and a stone wall. At that time I was making $10 0 a week which was very good money, but I had friends who were making more in one day covering the courts. Also, I was working in a grungy atmosphere to say the least— in a newspaper office in the lower part of New York, right on the docks. It was long in travel time from where I lived and I couldn't dress nicely be cause I had to travel on the subway and I decided I wanted to work in mid-town New York in a nice clean office and the only thing I was qualified for, - after several years on the newspaper, was public relations. My first job had very little to do with what I was doing on the Post. I was the entertainment department when I left the Post. The very first job I got in public relations was with Helena Rubenstein as assistant field director and at that time, in the late 50's, the only jobs in public relations open to women were in the women's fields— it had to be fashion or beauty or something similar to that. Bob Levinson: I quit school to go to work for a news paper, recognizing a formal education had no validity in the real world. I spent three years with newspapers and was then lured into the world of public relations, having realized that newspapers 52 extensively where it dead-ends, with the things I hoped to do. The people who are dedicated to newspapers, who stay in the world of newspapers, live the rest of their lives happily ever after. It took three years to recognize that I was not one of them. An opportunity presented itself to go to work for one of the major public relations companies in the world and I took it. I then went to work for a client of that agency for three years, heading up their advertising, marketing, promotion, public relations, technical and field service areas. After three years I was induced back to the original agency where I spent two years before they fired me. At that point I had the option of accepting several job offers or going into business for my self. I opted for the latter. Spencer Boise : I came into public relations partly by accident. I was employed by Proctor and Gamble in Ohio in their advertising department which was really the market ing side of the business for Proctor and Gamble. The set up was that they had a brand new manager for operations and I was the assistant brand manager on Crisco and we were responsible for all of the advertising and promotional activities for that product. Part of the program included public relations, which was in place when I arrived there and began working. I was given the responsibility of that program and I began to work with several other things and with the public relations agency in New York that was handling the Crisco account. I did promotional reci pes and cookbooks and I was very much attracted to it. I'm lucky that i had some journalism background in the ser vice and in school. As I got farther into the program and began to expand it and create some new ideas, the spe cialist in this who worked in the public relations department of Proctor and lij Gamble told me he was leaving to go back to a job he had been in before in Washington. He told me before he told his superiors to give me a chance to think about switching from the market ing side. I ended up being responsi ble for all the products activities at Proctor and Gamble, which was around 50 then. During that time I worked with about 12 different agencies. I was offered an opportunity to go with an agency and head up the Los Angeles office. So I began to see the public relations business from the other side • the administrative side - with a lot of different accounts. One of the accounts was Mattel. I worked with the Mattel people for two and a half years when they asked me to come and work for them. I found myself back in cor porate life with different responsi bilities . Mary Turk : I fell into public relations. I didn't know anything about the field. I never heard of it, had no idea what it entailed. I had a couple of roommates who took the first course offered in public relations and they always came back from class in a really good mood and full of ideas. It must have been a crazy, nutty class and so the next semester I was taking 21 units and I thought four of them had to be fun or I was going to die - so I ended up deciding to take a public relations class. It was fun, interesting and a ton of work. I really got turned on - not in the corporate thing - but I have always loved nursing so I have stayed in the medical field and think I will continue in this line. Jana Waring; Well, I attended USC and did not major in public relations. I majored in (54' speech communications but about mid way through college I began to feel it was somewhat of an impractical major and I needed something that had a skill level attached to it and I began taking some classes over in the school of journalism and in the school of business. At that time I took some advanced public relations classes. I think that was the preparation that directed me into public relations, that and my jobs. I took my first job with Disneyland and worked in public relations as a supervisor of guest relations and I primarily handled some of the promotion - VIP tour - that kind of thing. In general it was almost a line supervision job. It was the training at SC in public rela tions that got me my present position with Kaufman and Broad. I was speak ing to a group of students at SC re garding career opportunities with the Office of Career Planning and Place ment and happened to mention that I was thinking of trying to get back into something more specifically along the line of my interest - corporate public relations - and within the week someone called the placement office from Kaufman and Broad and wanted someone with journalism back ground who had been out of school a couple of years. I was called and got the job. Question 2 How would you define public relations? As a background to analyzing the responses from the ten public relations practitioners to this question, it might be well to review some of the basic elements of the definitions of various authors which were discussed 55 previously in Chapter II. ■ Widely used is the definition of Cutlip and Center, the main components of which are: 1. Planned effort to influence public opinion, 2. through socially responsible and acceptable performance, 3. based on mutually satisfactory two-way com munication . sized The Internal Public Relations Association empha- 1. The management function of public relations, 2. of a continuing planned character, 3. to win and retain understanding, sympathy and support, 4. by evaluation of public opinion about them selves . Stephenson referred to the 1. Art of convincing people, 2. that they should adopt a certain attitude, 3. or pursue a certain course of action, 4. usually associated with management. Webster's definition referred to the 1. Promotion of rapport and goodwill and 56; 2. the art or science of developing reciprocal understanding or good will. My own definition, as outlined in Chapter III, in cludes the following basic elements: 1. Two-way communications system, 2. creating a continuous feedback, which allows for 3. socially responsible, planned effort, 4. to influence public opinion, 5. promote good will, and 6. create understanding of information system, 7. between a person, firm or institutions and the public or persons of special interests. Turning now to the definitions supplied by the ten public relations practitioners, together with their comments in elaboration of their definitions, one finds a general concensus that the central purpose of public relations is to influence public opinion. The practitioners used a variety of words and expressions to state this basic con cept : Sabol, "informing its public..." Halprin, "to get across ideas and message to various publics..." Cummings, "telling the story..." 57/ Hoff, "utilizing proper communication tools to promote programs, projects and special events..." Turk, "interpreting (management) decisions to the public in words and feelings..." Penney, "to build public understanding and acceptance..." Waring, "to shape conclusions (of people) about your company..." Levinson, "making people do what you want them to do..." Turpin, "trying to educate the public to what you are selling..." Boise, "communicating the actions and the philosophy of one entity to another..." Surprisingly, only two of the ten practitioners (Sabol and Penney) viewed public relations as a "manage ment function." Herein lies one of the major problems in the efforts of the public relations practitioners to be come more professional and to achieve high level, staff status in the corporate organization. Later in this thesis we shall discuss the need for the public relations person or, more appropriately, the public relations counsel, to be involved in top management decisions in the same manner that legal counsel and tax counsel are involved. As a professional in the full sense of that term, the public relations person is more than one who writes publicity, advertising, or public releases. True, the art of communicating ideas and messages to various publics in order to influence public opinion, and utilizing the proper 58 communications tools, is important. However, the substance of the message, which should include the fundamental phi losophy of management in achieving its objective, is more important than the procedure followed or the media selected. Boise emphasized that public relations is a staff function as opposed to a line function. He added, without much elaboration, that public relations is undercover work, but not in a negative sense. By undercover work, he means ghost-writing speeches for top management, working behind the scenes, analyzing public responses, etc. My own definition of public relations starts with the basic element of a two-way communications system and the need for feedback, whereas Cutlip and Center conclude their definition with this component. I feel that one can not influence or change public opinion until one knows what the public opinion is. Hence, I stress the need for basic research of public opinion and feedback before planning the public relations program to influence the various pub lics . Several of the practitioners interviewed mentioned the element of two-way communications and feedback, although^ none gave it the prominence I feel it deserves. In summary, the public relations practitioners are in general agreement as to how to define public relations although, understandably, they use a variety of terms and expressions in describing the basic purpose of public 59' relations, namely, to influence public opinion. Also, the practitioners are in general agreement as to what consti tutes the basic components of a public relations program, even though some appear to be more concerned with the pro cedural aspects of the program (i.e., selecting the right media, utilizing the correct communications tools, etc.) than they are with the substantive aspects of the program (i.e., formulating a socially responsible philosophy to achieve management goals and objectives). Responses; Question 2 Byron Sabol Public relations first of all is a man agement function, which is responsible for interpreting any impact that an organization may have on informing its public regarding feedback from those publics to the management of the organi zation. It is providing a mutually com patible two-way communication that is developed between the company and its public. Selma Halprin: I had a definition all worked out for the accreditation exam. I would say that PR is the craft for the business world, fashioned through which ideas and information about a company or institution where all ideas are com municated to that organization. It is an umbrella for all the means of communication to get across the ideas and messages to the various publics. 60 Patricia Cummings: I have to relate to something, so as far as colleges are concerned, I think it is making sure that the word goes out about the college, certainly it should be accurate. To distort or to exaggerate something is harmful. It is all going to come out at the end and the worst kind of PR is when you get found out. So I think it should be accurate but at the same time you know there are good things about any institution so I think it is a matter of telling the story about the good things. If some thing comes up where you have a bad situation then I think it is just a matter of dealing with the crisis, whatever it may be. Sally Hoff: PR is establishing the needs of the organization in terms of philosophy of the community. Planning programs, projects and special events and uti lizing the proper communication tools to promote them. Mary Turk : I have a two part definition of PR. The first part is interpreting the public and public opinion to manage ment so that management can incor porate information into the system. Second, interpreting those decisions to the public in words and feelings. Pat Penney : Well, I think that public relations is a management function first and fore most and I believe that the important thing about public relations is that it should be planned, underscore planned, program to build public understanding and acceptance for a corporation or an 61 individual or an institution or a pro duct or even simply a concept or an idea. Jana Waring; It is hard to do without coming out with theories of what they told you in school. Performance plus recogni tion, I think, sums it up. I think if you are working in any kind of corporate structure, it is to let people know in a timely, honest, rele vant manner what your entire company is about and that means what we have been taught in school. It really comes to light in corporate sense, the good news and the bad. Tell it from your prospective, because heav en knows there are enough people on the outside that are drawing their own conclusions, and hopefully you would like to be able to shape those conclusions to a degree by what you let people know about your company. Bob Levinson: There is not one definition for PR and everybody who tries to apply that one definition is the same everybody who is running around saying look at us, we are profes sionals. Consider us the way you consider a doctor or an attorney or a CPA. Consider Watergate. Watergate was a news media problem but became a public relations prob lem. That problem was not created by PR people, that was created by people who had no sense of sensi tivity to what PR is all about. I want to show you something. Stand up. Why did you stand up... because I said so, right? That is what PR is, it is making people do what you want them to do. Every situation presents different prob lems, different attitudes, different '62 objectives. All I bring to any situa tion is intelligence, a certain degree of knowledge and a great deal of ex perience, all of which comes together to get to the objectives, to reach the goals that are specified. Somebody comes here and says, this is what I need and this is what I want, and this is what I think. I am just as apt to say that you could get it through ad vertising better than through PR. "Go buy -Bhe space and save a lot of time, spend a few bucks more and get what you want." Dick Turpin: PR and publicity are kind of the same thing, but if you look at it academ ically I suppose you will say in dealing with the public you are try ing to educate the public to what you are selling or what you have to offer. If you are a builder in this case, you want the public to think of you in good terms, a good solid builder, reliable, good quality, been in the business 20 years. You want a good image so you need to have a PR per son or firm to represent or create that image, or to carry the image out. In our case when we deal with public relations, I feel that PR people can do us a lot of good, it would be like adding another person to my staff. If I know that PR per son, I know he is reliable and they can come up with information about their company that is usable to me. They can do a very effective job, first of all by being truthful with us because that is the first requi site. We have got to be sure that they are giving us correct information Then we will be happy to rewrite the story and run it. We deliberately are not saying that a company is great. We use facts to describe a certain specific thing so that if a PR person can build creditability, to me that 63; gives you the greatest public relations program you can have. If you think Nathan Chapell builds the best houses because he's got awards from communities and city councils and so forth, well he wants to keep that going, he wants to repeat that as often as he can, he does the thing of knock on the wall business. His wall is solid lathe and plaster, that is one of his big things. He feels that his company is still the old line, they put the lathe and plaster on the wall, every body else puts something else on it, so he hammers at that as a good solid thing. A lot of companies have a different approach, they want to accom plish something else, sometimes it is not the product, it is the man. Maybe he wants a PR person to publicize him. Maybe he wants John Smith's name in the paper as often as possible. In other words he has an ego problem rather than the product he is build ing, his name is in every paragraph. Well we take that out, we don't care about John Smith, the story is what ever the story is, that is what we want. We may use his name once in the story saying he said this or some thing. But the PR field in my humble opinion is so mixed up because there are so many people in it who don't belong there, but it is mixed up also because there are really no controls. In other words, my son could go hang up a sign and say I'm in PR and who's going to stop him because a business license is all he needs. So the field is wide open and unfortunately from where we sit we see so many people in PR who don't belong there. People who have no training. They get clients, they have a mother-in-law, sister, brother or neighbor who wants them to do this publicity so they become pub licists. So unfortunately there are many people who somehow or other make a living at it. They make good money. All they have to do is get it in print. Little does the client know what happens on the other end. 64’ Spencer Boise: I would define PR as the practice of communicating the actions, the phi losophy of one entity to another en tity. I mean the organization to somebody, some specific audience in a communication process. I think of it functionally, as a staff function as opposed to a line function in business. The staff function is an advisory func tion. It is a responsive function, contrasted to the line operation which is primarily a marketing, manufacturing, making operation, making and selling. I am talking about the consumer goods• business. So that of necessity the product gets the visability, the pro duct is advertised, the product is talked about. I would say that PR is undercover work. That is a natural part of the job itself but not in a negative sense. I think it is a por tion of the total picture that has to be done. It has to be. Without it a critical element is missing, but it is only part of the total picture, it is only one spoke on the wheel. Question 3 What is your official job title? For a variety of reasons public relations practi tioners use a wide range of job titles. Some of the reasons are positive: a) the fact that the position encompasses more than public relations, including marketing, administra tive work as assistant to the president; b) the practical reason that in some non-profit institutions, such as a hos pital, there is a reimbursement for public relations activi ties but not for development or fund raising; and c) the 6 5 view that the title, "Director of Corporate Communications" is a broader, more inclusive one which covers financial investor relations. Other reasons why a variety of job titles are used are negative, perhaps even apologetic, because of the fact that public relations is an emerging profession, still un sure of itself. For example, one public relations person whose title is "Public Communications Representative" would like to have the words "public relations" in his title but works for doctors who relate public relations with adver tising which is illegal for the medical profession. For this reason the overall office in which he works is called community relations. It is worthy of note that even in the long-estab lished professions, a variety of terms are used with more or less synonymous meanings. For example, in the legal professions the terms are attorney, lawyer, counselor or legal counselor, barrister, etc. Similarly, in the medical profession the terms are doctor, physician and surgeon, although the last term generally connotes a specialist who operates on people. Also, under the broad title of doctor or physician, one finds a host of specialties, such as in ternist, pathologist, ophthalmologist, anesthetist, and so on. The fact that public relations practitioners, es pecially in the corporate world, use a variety of job titles is neither surprising nor is it likely to change as the pro fession of public relations emerges. As with other corpo rate titles, the job title of the public relations person is often a matter of personal preference. Those who define public relations narrowly will use titles of "Director of Corporate Affairs" or "Director (or Coordinator) of Cor porate Communications." However, public relations really includes the whole range of corporate affairs and corporate communications, both internal and external. Moreover, pub lic relations, in its broadest sense, includes financial investor relations, inasmuch as the financial community is one of the "publics" with whom the corporation has vital and continuing relations. An important part of the job of improving the image of public relations is to establish the job title of "Director (or Vice President) of Public Relations" as an honored one, even though corporate executives may have a personal preference for related titles which do not use the words "public relations." The whole process is one of edu cation of the practitioners already in the field, and of their bosses, the corporate executives. Academicians and recent graduates of colleges and universities with majors in public relations have a vital role in the educational process of helping this new, emerging public relations pro fession to achieve a status commensurate with its value. 67 Responses; Question 3 Spencer Boise: Vice President of Corporate Affairs. We don't use the term "public relations" in the title because when I took the job, Ruth Handler was president of the com pany and I reported directly to her. V'Then I discussed what the title should be, she said she had in mind something more than public relations and the job has turned out to have responsibilities beyond that. She had in mind that I would be working with her assistant on the subsidiaries. She wasn't sure what the job might turn into so she didn't want to make it too limited. She asked me to give her a list of six or seven different titles which I did and she picked the one she wanted. It was cor porate affairs. We don't really have a public relations department because each person, even in the subsidiaries, had several different jobs to do besides public relations. Buck Wright: National Public Relations Manager. Mary Turk : Public Communications Representative. I would like to see public relations in my title but I work for 4 7 doctors, and doctors seem to relate public re lations with advertising, and adver tising is illegal for the medical pro fession; so our overall office is called community relations. Jana Waring: Director of Corporate Communications. The reason public relations isn't used in my title is for one thing - I really 68? don't do promotional activities, gen eral publicity or public relations. I do corporate communications and I han dle a lot of financial investor rela tions and to me, public relations doesn't encompass a lot of the financial end of what I do. Patricia Cummings : Public Relations Director. I use public relations in my title rather than public information or communications because putting out information, as far as I am concerned, is only one part of it. I am concerned with all areas of communication and, in addition, more activities. Public relations covers it all. Sally Hoff: Director of Public Relations and Develop ment. Public relations is included in my title for a very practical reason. That is, in a non-profit agency like a hospital, we are reimbursed for public relations activities. I really also think it's an excuse when people say they are not going to call it public relations. Question 4 What amount of time do you spend justifying your worth as a public relations practitioner? Two key facts emerge in the responses by the public relations practitioners as to why most of them spend a con siderable amount of time justifying their worth to their bosses and colleagues in the corporate world. First, it is almost impossible to measure the results of public relations 69 work in an objective way as compared to advertising, mar keting, production, accounting, etc. Without a measurable cost-benefit objective formula or ratio as in these other areas, the public relations practitioner must constantly rely on subjective judgments of higher-ups to determine whether the expenditure for public relations is justified. Inasmuch as a great deal of the work of the public rela tions person, under whatever title, is that of creating a positive corporate image, or overcoming a negative image, the difficulty of measurement of results is readily appar ent. Images cannot be counted, weighed or measured with any precision. Moreover, public relations practitioners cannot change the corporate image except over a rather long period of time, whereas a new marketing or production tech nique often shows up in the profit (or loss) of the finan cial statement almost immediately, or at least in the rela tively short run. Second, because public relations practitioners are relatively new, often lacking complete credibility, they must keep justifying their worth, particularly in a business down cycle. Because the public relations department in a corporation is often the most recent one added to the cor porate structure, it is often the first to be cut back or eliminated. This fact suggests that public relations is often considered a luxury instead of a necessity; an add-on which can be dropped to curb expenditures. For this reason, public relations practitioners often must spend all inordi nate amount of time justifying their worth to the company which takes away time from their primary functions. One may observe a parallel here with product adver tising in its early stages, when the attitude of some cor porate executives was, "Why advertise? If the product or service is good it will sell without advertising." The advertising budgets of most corporations today are a re sounding refutation of that narrow attitude and indicate clearly that the question is not whether the company will advertise, but rather, how much, in what manner and in what media. One other fact emerges from the responses of the public relations practitioners to the question of how much time is spent justifying their worth, namely, the higher the public relations person is on the corporate organiza tion chart, the less time is spent in justifying worth. For example, the public relations person who reports to the chairman of the board of directors, or to the president of the company, can be assured that he or she does not have to spend much time justifying worth. In general, the status on the organization chart correlates fairly closely to the esteem in which the public relations persons is held within the company and constitutes a recognition of the worth of public relations. It follows that public relations persons should strive to become recognized as staff specialists, 71 reporting directly to top management. Responses ; Question 4 Sally Hoff If I had to justify it, I wouldn't be here. I wouldn't take the time. I think that it is nonsense. If people don't understand the concept of public relations, you have to educate them. No, I don't justify my existence. I never have justified my existence and I don't intend to. Public relations in hospitals is relatively new in the last ten years or so. Surveys have been done in Los Angeles right now of some 200 hospitals. One-third have public rela tions people. One-third have nothing and the other third use people such as the administrator's secretary or some body to mimeograph the newsletter. I think because hospitals are service ori ented that they are more sensitive to people's needs. I think the hospitals are doing an awful job. All you have to do is look in the newspaper and see articles about the rising cost of hos pital care, but rarely is a hospital presented in a good light - that of providing for the best care, and rising costs are due to equipment that saves lives. It is not poor operation. In the case of the doctor and patient in formation, generally the doctor doesn't know what to say to the press; his work is much too technical. It takes a public relations person to make the doctor and the hospital look good. Patricia Cummings : Yes, to a certain extent, I do justify my position. This college was founded more than fifteen years ago and it wasn't until seven years ago that they had a public relations person. I found out 72. that the news, years ago, wanted to do a story on the college and was flatly refused. The college just wanted to be left alone. Well, the development people came in and started that ball rolling. It took the college almost a year to hire me. First, they weren't sure what they wanted from a public relations person, and second, I think hiring a woman took some doing. Mine has really been a fast and constant public relations activity on the college Pat Penney : I don't really justify anymore. I think that probably now that I am going back into the consulting end of it and dealing with new people like this one potential client that I told you about who has been burned before, it will probably take more and will be difficult to present a proposal without justifying myself. I don't think I will have to justify it afterwards because I think I would have done a good program. My motto is never promise more than you can perform and that has been my outlook all through the years as far as public relations is concerned. I think the reasons why public relations people tend to have a client or company's expectations beyond what can be re alized - in the old days we used to say you don't promise the cover of Life magazine. Jana Waring: People know what I do. I think in terms of justifying worth, a better question might have been justifying the reasons why you should be included in major decision making as opposed to justifying my worth. My company knows what I turn out. I do the annual reports, I do the quarterly, press releases and so on. Besides, I report 73 c to the Chairman of the Board and that makes things a lot easier. Byron Sabol: About 95% of the time - every waking moment. Selma Halprin; We justify all the time. We send re ports constantly. It is something public relations people have to do whether they're internal or agency people working for clients. They want to know - the people you work for - what have you done for me today Burns Lee: We are always in that position. We always have to justify. Mary Turk : I can't really say but I would esti mate that I spend 20 to 30% of my time talking with others and justi fying my work. Question 5 Are you a member of the Public Relations Society of America and how do you feel about the accreditation program? While the opinions as to the value of PRSA.and the accreditation program are not universally favorable, a majority of public relations practitioners believe strongly in PRSA and in the need for accreditation. '74' In the Task Force report of November, 1975, accredi tation was discussed and recommended as one of the four means of enhancing and insuring professional performance. Burns W. Lee, Chairman of the Task Force, commended, "Well, I think it is a vital thing and it should be." However, the Task Force report noted that accreditation has been diluted by approving a "grandfathering" of a group so large that, for a long time it constituted the bulk of the accredi ted membership, and the report recognized the fact that accreditation is seldom specified as a requirement of a major public relations position. Understandably, the public relations practitioners who are members of PRSA, and also have been accredited, are more enthusiastic about these two aspects of profession alism than those who are on the outside looking in. When one compares the emerging profession of public relations with the long-established professions of law, medicine, and others, with their rigid accreditation requirements, one must conclude that if public relations is to achieve the desired status of a true profession, accreditation is a must. It establishes a standard which those seeking admission to the profession must meet in order to qualify as professionals. The Task Force report noted that with regard to PRSA's eligibility requirements, the leadership has vacil lated between an open membership which lets everyone in who 75 wants to join, whether qualified or not, and a restricted membership based upon certain minimum qualifications. As the Task Force report noted, "For whatever reason, member ship in PRSA today does not serve to distinguish the pro fessional from the pretender, or the competent from the incompetent." As indicated in the responses which follow, a vocal minority feel that membership in PRSA and the passing of accreditation are not worthwhile. One respected writer commented that some have passed the accreditation test but are not the best representative of the field of public rela tions. This comment is not very profound. It could be made about persons in any of the professions: law, medicine, architecture, accounting, etc. However, an accreditation examination does establish a minimum of competence upon which other members of the profession, and the general pub lic, may rely. Not all lawyers who pass the bar are the best, but at least it may be assumed that they are better than those who are unable to pass the bar. With respect to membership in PRSA, if in time, it is limited to those who are competent and qualified, it will begin to have the same meaning to the public relations profession that membership in the American Bar Association and the American Medical Association has in their respec tive fields. Beyond that, PRSA presents an opportunity to do some self-policing and, in time, to improve the 76 ' the ethical standards of the public relations profession. Responses: Question 5 Burns Lee : Well, I think it is a vital thing and it should be. I think that it is the first step towards something profes sional in time but the Task Force recom mendations are to strengthen the accredi tation program which means the individual member of the field in the society must sharpen up his skills, sharpen up his knowledge in order to pass the accredi tation test and that is a first step. I am a PRSA member and it seems to me that the public relations people know about it but outside industry doesn't know what APR means. A few do, but governmental people going to apply for a job. I'm sure, are never asked. When , you talk about accreditation you are talking about recognition. One of the many programs that I recommended was to let the employers know what this accreditation is. Mainly, before that, we better do a better job in accredita tion before we vocalize it. Pat Penney I am a member of PRSA. I agree with what Burns has to say, some effort has been made in the past that has laid a bomb, that doesn't mean we shouldn't keep trying and I think some good things are happening. For example, I had a call for recruitment from one of the cabinet offices in Washington not long ago looking for a public relations person to work for this cabinet officer and he had been re ferred to me as a potential candidate and one of the first things he asked me was if I was an accredited member of PRSA. I was thrilled because I have been an accredited member since 11. the test first came out in 1965 and I worked for accreditation and I be lieve in it. I think it is what sepa rates the professionals and we have had a hard time selling it, even to our own members. Buck Wright: A member of PRSA. I think the accredi tation program is an excellent idea and it is what matters in a profes sional society. They must set a stan dard . Patricia Cummings: No, I have not taken the exam. I am still thinking about it. I belong to PRSA and I tell you I'm nervous because nobody will tell me or give me an ex ample of the questions asked. I have never taken an examination in this country and I have no idea how the questions are presented. Accredita tion - I think it is fantastic. Sally Hoff: My personal feelings are that accredi tation doesn't matter. Also, to have an accreditation process for any type of organization, it has to have a rec ognizable worth. I have a feeling that PRSA is going through that part now. I'm sure eventually someone will think it is terrific. Right now, though, it seems to have no identity. Because I go for a job and I have "accredited" after my name - so what - what does that mean? I have other reasons for trying to get that accreditation. I think that when I do go out on my own, agen cies seem to be in need of establishing that they are accredited by the only organization that exists in that field. 78 Spencer Boise: As a member of PRSA, I am all for it. I really am. I have some close friends who are not accredited and one of them I have worked with quite closely at Proctor and Gamble. He also worked with me at this agency and then went back into corporate. He called me up one day and asked - what is this accredita tion thing all about - should I take it or not? I said yes, and found myself giving him a list of books and such. At use, Steve Bair asked me if I would talk to this group of students which I have done several times before. In fact, he called me last weekend to do it again for this semester. Taking the accreditation exam helped me to find out what the students are reading about, what their appraisal of the industry is, and what the opportunities are. I think I can make a presentation to them more effectively. Bob Levinson : I quit PRSA. It is as someone once described the Academy Award - as a process of Hollywood kissing itself on the back of the neck. That is how I feel about the accreditation program. It is still for people who don't have the confidence in what they are or what their business is - trying to say to the world, look at us - we are doing a good job. Why do you think public relations gossip falls under a cloud? It is so criticized because people in the business are too busy trying to make themselves professionals by accredi tation programs, organizations and lofty statements rather than by deed and ac tion. To become professional by the nature of the way you perform your work and not by running around proclaining you are a professional. 79 Dick Turpin; I know few members of PRSA who have passed that test of certification and there are a few who I feel are not the best representatives of the field. They may have passed the test but that isn't everything. It seems so simple to me, on this side of the fence, if I were a PR person, first of all I would tell my client, look, this is the kind of story you want. They don't want this kind of story so let's not even bother. Unfortunately the client has an ego and he feels he wants that story to get in and the public rela tions man has to educate the client that the papers don't want puff. We are the ones printing the story and we must be satisfied that it is news worthy. The client, unless educated as to what the traffic will bear, whether CBS would use the item or KFI will use it on the radio, or we use it in the paper - that is not the ques tion so much; rather, whether the guy, if he wants that kind of thing, should take out an ad and have his picture on it. There is a wonderful story about a man who wanted to publicize himself. He wanted a personal public relations campaign and he went to a certain public relations firm in Los Angeles and the public relations firm didn't want the account. Finally, the account execu tive said to the man - I can get you into the L.A. Times but you must go over to Hollywood and Vine, take off all your clothes and stand in the mid dle of the intersection and I'll guar antee you'll get your picture in the paper. What the agency man was saying was important in that if you want a staged event, you will have to make a fool of yourself to get the kind of coverage to be newsworthy. 80 Question 6 In your opinion are colleges and universities giving adequate educational preparation to the students in public relations? While recognizing a great improvement in what the colleges and universities are doing in preparing students in public relations, particularly in Southern California through the influence of Professor Kenneth Smith of USC, the general consensus of the public relations practitioner is that much more needs to be done. Comments of the public relations practitioners to some extent parallel those of practicing attorneys, doctors, architects, etc., in the older professions. For example, it was suggested that because public relations instructors want to have the recognition of the academic world, they include communications theory and not enough "nitty gritty work." Again, it was suggested that colleges provide more apprenticeship or intern programs with companies. This is a good suggestion, but it takes time, effort, money and organization to achieve it. The legal and medical profes sions are still struggling with the same problems of pro viding adequate internships. The accounting profession in many states requires an internship in that even after one passes the Certified Public Accounting examination, one may not use C.P.A. after his or her name until after two years of practice as an accountant. 81 One comment of a public relations practitioner also often heard with respect to graduates of schools of business administration, is that "colleges and universities are training people to be managers" but are not providing enough of the basic skills for getting the job done at the entry level positions. (See Mary Turk's comments.) Given the fact that public relations curricula are relatively new on college and university campuses, my own conclusion coincides with that of Jana Waring, who said, "...the only college that I am really familiar with is SC and it has greatly improved over the last four or five years." She added, "What I've seen on other campuses across the country, there is more acknowledgement perhaps of pub lic relations as an occupation and as a professional ca reer. " Dick Turpin's comments are laudatory and encouragingi of what colleges and universities are doing to teach stu dents in the field of public relations. "Those students that I have met have been fine. They lack experience but I think that they are fine." Responses: Question 6 Spencer Boise: I think they are on the way to being adequate. I'm impressed by particu larly what is happening in Southern California. I don't mean USC, Southern 82 California and probably through Ken Smith because he is getting to all the schools way ahead of the rest of the country. You may know better than I because you may have talked to other people from other chapters about what they are doing and what they are learn ing, but I think the Los Angeles Chap- " ter can be proud of what has been ac complished here. When I do my homework in preparing to talk before a group of students I feel a compulsion to do a good job, to do the very best I can. I review my notes every time and try to think of what has changed since the last time I have talked and all that sort of thing, because I feel I owe it to the students because the students are sharp. Most of the students are interested in the field and I think they face up to a tough problem. Coming out of school and getting a job, it is a tough, tough, world. You can read all the books you want and the rest of it but when you come out particularly in Los Angeles where there are few jobs and a lot of people, the students are doing all right. Mary Turk : I don't think they are making enough of an attempt to listen to the real world in that they are constantly being accused of not providing enough of the necessary basic skills for getting the job done at the entry level positions. That colleges and universi ties are training people to be managers which is fine to put in the bank for later but hov/ many of us start out in a management position let alone have one in five years after we are out of school. It is hard because the schools want to have the recognition of the academic world so they must include com munications theory and all but they must produce not only thinking students but ones that know and can do all the nitty gritty work. 83 Dick Turpiny: Those students that I have met have been fine. They lack experience but I think that they are fine. It is obvious that the younger people are much more concerned with what they are doing, they are much more serious about their work. I think they have morals, that they have a client that they are working for and they want to believe in that client. That they are not of the old school of what the hell I don't believe what this guy is saying but I'm getting a good fee and that is business. Jana Waring: I would say generally no. I would say it is improving, it has improved since I have been in school. The only college that I am really famil iar with is SC and it has greatly improved over the last four or five years, but what I've seen on other campuses across the country there is more acknowledgement perhaps of PR as an occupation and as a profes sional career. In terms of nuts and bolts preparatory work you find when you go out and interview for your first job is that they don't need someone who can think. They are looking for somebody who can write and who has had some kind of experience. I would encourage the colleges to be able to do more ap prenticeship or intern programs with companies. Getting the students out in the business community before they graduate as a senior will make the difference. 84' Question 7 Do you feel that PRSA is promoting the Public Relations image? In general, the response to this question by the public relations practitioners is "yes," often followed by the suggestion that PRSA can do a much better job, or that PRSA is not doing enough. Part of the problem relates to the fact that PRSA is large and includes persons of all ages and levels of ex perience, and wide ranges of interests. These are common complaints even in the long-established professions of law, medicine and others. The solution to the problem is not to complain about the size, diversity and range of interests in PRSA, but to provide an opportunity for special groups within PRSA to form sections and sub-organizations to meet the variety of special interests. Moreover, time and again it is recognized by the public relations practitioner that the answer is education and more education. A comment of Byron Sabol is pertinent, "PRSA needs to come to grips with the understanding that the public doesn't understand what public relations is and that is the problem." Another suggestion of merit is that of Mary Turk who recommended round table discussions bringing the public relations practitioners and the media together. She • > ' ) 85 attributes the bad image in the public's eye in part to what the media says about public relations. In summary, the problem of achieving a better public relations image through the work of PRSA is twofold. First, is the internal problem of achieving greater concensus among the PRSA members as to goals, objectives and proce dures for enhancing and insuring professional performance. This problem was addressed by the Task Force with the reali zation that before the external image of the public rela tions profession can be improved, the membership of PRSA must improve the "internal image." As is so often true, others tend to view individuals and organizations the way the individuals and organizations view themselves. The Task Force report recognized this fact in recommending: 1) improvement in eligibility requirements for membership; 2) accreditation; 3) the need for a code; and 4) the need for professional development opportunities like the insti tute and chapter programming. Second, is the external problem of translating and projecting the improved image of public relations to the various publics: individuals, corporations, governmental agencies, and others. If beauty is in the eye of the be holder, so too, is public relations. The public will ap preciate the stature and quality of public relations when the profession projects that image of itself. 86 Responses: Question 7 Selma Halprin: PRSA, no. I think that it has potential. PRSA is a group of people who have demon strated professional practice in the field and who can afford $96 in dues. Very practically speaking I think that is the flack of making enough money to pay the dues if your in the agency business. I think it offers a really terrific op portunity for exchange. There is diver sity in backgrounds, ages and present positions and I think it gives an indi vidual a sense of belonging, real fra ternity among people who have basically the same aim and objectives and that sort of thing. When you talk about PRSA promoting public relations I think it needs to promote its members. You know what is interesting, is when you talk to the guy on the street or your friends in any conversation about anything. I would venture to say somebody would make the statement: gee so and so needs better PR. That guy's got a bad image. I really think people in general are much more aware of the advantages of public relations than perhaps we give them credit for and by the same token it seems to me that the negative action by the press agent may be to our advan tage if we get in there and promote good PR. Spencer Boise: Yes, I do. I think they are doing a job, but they are struggling to find a way to do it and one of the devices that is new is the work that has been done here with the Los Angeles Group headed up by Burns Lee. The question we have in the Los Angeles Chapter now is how much of that report and that Task Force effort will be adopted by national and at the national level. I wasn't on the Task Force, but I have read it. I will tell you what I think 87 is the secret, the key to promoting the image, it is the effort to bring it down like a missionary at the local level. I think that you cannot have pronouncements from up high on the National PRSA. They cannot simply announce that PRSA is a great organization and we are all profes sionals now everybody look at us, we are accredited and we have accredited mem bers, we are terrific. One thing I would like to add, I think that there has been too much time wasted by PRSA National with the President of the Board running around making appearances at chapters when the President of the Board should be running around and appearing to the corporations and business groups and so on. Jim Fox did a lot of that and left the rest of the staff to deal with the chapters. The leadership needs to deal with the leaders of the business community so they can try to win this recognition. I think business is coming more and more to this but we still need to do more work. Mary Turk : Not enough. I think there are a lot of publicity opportunities that we are missing. Also we need round table discussions bringing the PR practi tioners and the media together. I think that is what is wrong with our image in the public's eye. It can be traced back to what it is that media is saying about us and I really feel that will take a tremendous amount of work. Pat Penney: I think PRSA is and has been trying £o do this for a long time, I think that a much better job can be done. I think that the Task Force Report is a very fine report. It now has board approval and. hopefully some of the things it recommends can be carried out. I think 88' that there are several problems facing PRSA. One thing is that the society has gotten so large that members are saying, what is PRSA doing for me in stead of what can I give to make my profession better to work in. Well, it is hard for the society to be all things to all people when you look at the ages and levels of experience and wide range of interests of people who are represented in the society. I think the important thing is to belong to the professional society as it repre sents us and try to get as many people who are in the society involved and then from there I think the benefits "com^';frpra your'own participation par ticularly at the local and regional levels. I think that a lot of people complain that they don't get anything for their dues, well maybe they don't, but maybe they don't reach out and try. I never felt cheated by PRSA particularly being involved in the local chapter and in the counselors sections and I think the setting up of these different sec tions within the society is probably a move to satisfy some of these special interest groups and their needs. Byron Sabol: PRSA needs to come to grips with the understanding that the public doesn't understand what public relations is and that is the problem. I don't think the Los Angeles Chapter is aware that the public doesn't understand what public relations is. Patricia Cummings; I think that PRSA is trying to promote the public relations image. I think what the general public is very little aware of that the PR Society does or the title of PR, you see it is the attitude of the public formed by the media that is the problem. It is the way PR is 89^ used for instance on TV, whenever you have somebody, a character on TV, it is never the kind of image the PR society would like to convey. It is usually some loud mouth, rather stupid character I don't know what I would suggest, ex cept that one of the things that I think would tremendously help, although I don'i know how we would go about it, is if the people who are publicity agents of movie stars and rock and roll artists would stop calling themselves public relations people, because they are definitely not. In other words, if one could somehow patent the title public relations or come up with a better one that would separate the people who try to be serious professionals from those who just think it is a nice title to be called. Obviously nobody has the title lawyer unless, in fact, he or she is a lawyer. I wish the public rela tions would develop a title that would be comparab1e. Question 8 In your opinion what are the basic skills of public relations practitioners for an entry level position? Public relations practitioners emphasize again and again that the basic skill required for an entry level po sition, and for every level in public relations work, is the ability to communicate, both orally and in writing, particularly the latter. The ability to write and to speak in clear, coherent sentences, using the correct words and proper grammar is generally lacking among public relations persons, even 90 including recent college graduates, according to the public relations practitioners. Not all of the blame is placed upon the colleges; high schools and grammar schools come in for their share of the criticism. Additional skills mentioned by public relations practitioners are: a) the ability to think clearly; b) the ability to understand the audience with whom one is trying to communicate; and c) the ability to work with a team. The latter skill needs some elaboration. Teamwork is essential because the public relations person often has to work with the lawyers, financial people and top management (i.e., presidents and vice-presidents) many of whom have their own "pride of authorship" and a manner of writing such things as press releases, financial reports, promotional stories, etc. The public relations person often has to coordinate these diverse views as a sort of middleman, keeping upper most in mind the audience which the company is trying to reach. While this role of coordinator is not likely to be entrusted to an entry level public relations person, a novice with good communication skills and a team concept can ove up rapidly in the corporate structure. Spencer Boise summed up the required basic skills Dy saying, "...number one, mechanically, the ability to communicate written and verbally, number two, you have got to be able to work with a team." 91 II I L From my own experience as a public relations prac titioner, even though it is limited to less than four years since graduating from USC, I would add to what others have • said about the need for communication skills, knowing your audience, and working as a team, that the substance of the ideas being communicated is of equal importance, if indeed, not of paramount importance. Form without substance will hardly enhance the public relations image of the company or organization. The reader or listener should not come to the end of the communication with the thought that "it read well or it sounded good, but what did it say?" To be sure, the novice public relations person is often handed an idea or a policy decision of top management and told to "write it up." In other words, "give me a ve hicle to deliver it." Yet the real strength and skill of the public relations person, even a relatively new one, may be to suggest a modification of the idea or policy itself. ^hat is written or said may at times be more important than how it is communicated. Finally, from my own limited experience, I would suggest that timing of the communication is often as impor tant as the form and the substance of what is being written or said. Properly timed, a public relations release can add impact to a favorable event in a corporation, or on the other hand, minimize, the adverse impact of an unfavorable hap pening. Sometimes a "negative" can offset or be neutralized 9^2 by a "positive." Reading the newspapers, one is often im pressed with the good timing (or bad timing) of the releases from government agencies and business. Responses : _ Question 8 ^ Pat Penney: Writing. And I have to tell you that anybody that has been in my classes has heard my lecture that I give three or four times a semester on caring about words and grammar and punctuation and it really shocked me actually to see the poor writing that goes on among college students, not only in the school of journalism but in other disciplines. In my estimation if you are going to be a communicator it begins with words whether you are going to be on the air, no matter what you are doing and I think the fault is not what is going on in colleges, I think it is happening at the junior high and high school level, I noticed with pleasure this morning in the Times that the City schools are going to require one more English course. I've had people in my classes to whom I've said, go back and take some basic writing or English classes and learn how to work with % words and put them together in a meaningful logical order. It is absolutely essential • to have these skills in the field of public relations, I had a case with a student that really bothered me. He was in the 450 class, semester before last and he was quite articu- ' late, he had good ideas but his written work was absolutely atrocious. And here he is a semester before graduating and I kept giving him C's and I finally gave a D and he never said anything to me and there was sort of an undercurrent of cynicism or hostility even, I finally talked to his advisor and his advisor took the position, "oh, he is a loser" and I said well you 93 i may think he is a loser but he is grad uating from this school and he is going out there in the world and he is going to be a PR major from USC and I think he needs some help. So I talked with the student and told him and said to him, you know your greatest interest appears to be skiing so suppose you got the greatest PR opportunity in the world for someone with your interest, suppose you could go to the publicity department of Sun Valley or Aspen or Vail, I better tell you with your skills you could not write the snow report. Now what are you going to do about it. And he said he hasn't been able to write since he was in Junior High School and I said then you have had some lousy counseling and I said I don't know what we can do about that now but you have got to do some thing about your writing and he asked me what I would suggest. I told him to go back and take some basic English classes at a Junior College, I think they call it Dumb Bell English, what an awful title, that could use some PR too. Well it cuts across not just journalism but it is happening at the college level everywhere and it is a serious concern but it is particularly a concern if you are in broadcasting, editorial or PR where the name of the game is words and I get a little emo tional on this subject but I can teach someone to write a news release but talking about basic writing skills certainly if they graduated from SC as PR major, they should be able to write a simple news release but not all of them can. Spencer Boise: I don't have an assistant, I sort of do it all, but if there were a person to come in at the entry level, the first thing I would look for would be expected communications skills, and I would say an impeccable ability to write and to communicate verbally. -Impeccable,. I mean no hint of grammatical errors,rno 94 misspellings, perfections, and this per son should be an authority on grammar and wording and that sort of thing. One reason is that in the work we do, this job, part of it is the development of press releases for public communications and a lot of people get involved, lawyers, financial people, the president of the company and so forth. The board members, the audit committee band they are all re writing, everybody is a rewriter. There has got to be somebody in the middle of it all who has to be right. I am talking about the mechanics of writing. It should be someone we can turn to, to be the arbi trary of being questionable. The ability to think clearly and to understand the audience because I think for example, the lawyers tend to write along the lines which they are used to which are very stilted and very wordy. I have to laugh at our lawyers and they do too whenever I start press releases because I take whatever they say and I say let us break it into two sentences. And they know I am going to say that, or I say let's sprinkle a few paragraphs in here because it is one long running thing. So they know that we have to transform what they are saying, we have to capture that thought and put it into language that the layman can understand. I would say another important factor is the ability to understand the audience you want and to reach what level of intelligence we are talking to, comprehension about cer tain complicated matters. And that is kind of difficult because in a corporate scene you have got the president of the company that wants to say somethiug^i he wants to get across a certain message, the lawyers may want to change it, they would put qualifications into what the statements are and the banking people will have another point of view and so forth so you will have to try to be able to balance those things out. I am leading into something else, that is a personal quality. That is to be able to work on a team. Because there is nothing that comes out of this company and places 95 where I have worked before that is not the result of several people working on it. Well, coining back. I have said a lot of things, but I really say, number one, mechanically, the ability to com municate, written and verbally, number two, your own college experience. You have got to be able to work with a team and understand there is something there that you are all in for, and it is a give and take team operation. Question 9 Do you consider yourself a professional? All of the public relations practitioners who were asked this question responded in the affirmative, although one doubted that he is a professional as compared to a law yer or doctor. Some respondents suggested that they considered themselves professionals because "I have a professional skill to contribute" or "I bring a certain degree of ex pertise to the situation," or "(I) have a prescribed volume of knowledge." All of these comments bring one to the basic ques tion of what is a professional? The term is used in a va riety of ways. We speak of a professional athlete, as con trasted with an amateur athlete, meaning one who performs for money. Yet we are aware that not everyone who "performs for money" is a professional in the sense of being a member of a profession. . 96- Webster's first definition of a profession is, "A vocation requiring specialized training in a field of learn ing, art or science." Lawyers, doctors, architects, ac countants, and others, in what we connnonly think of as the professions, certainly have a great deal of specialized training (or education) in a field of learning. In a very real sense public relations is a profession, even though younger and less well established and recognized than the legal profession, the medical profession, and others. In my view a profession has three major components: 1) a systematized body of knowledge which has to be learned, generally through formal education; 2) tfie establishment of standards of qualifications for admission to the profession, generally evidenced by the passage of qualifying examina tions (bar exams, CPA exams, medical board exams, etc.). and/ or graduation from accredited professional schools v/hich teach the systematized body of knowledge; and 3) some formal association of the professional persons who have acquired the requisite knowledge and have been "admitted to practice" which association is concerned with establishing ethical standards for the profession, engage in self-policing activ ities, and encourage, and provide for the continuing reedu cation of its members as the body of knowledge of the pro fession expands. 97 ' Responses : Question 9 Sally Hoff : Oh yes, very much. Jana Waring: Yes, because the one reason why is that I have talked with a lot of people just out of college who thought they wanted to go into the field of PR but were soci ology majors or education majors and had so many ideas in their minds that they could do PR which by their definitions was meeting and greeting people. They might have a nice smile, be nice in public and then they realized that they couldn't do my job and they don't have the skills to be in my job and that is reinforcing in my mind that I have a professional skill to contribute. Byron Sabol: Yes. Burns Lee : That is a term, after talking to my Task Force Committee last year, I have decided is not a term that any of us can use. You have to have a prescribed volume of knowledge for one thing so we are really practi tioners. Whatever you want to call it. It is questionable whether any of us is professional compared to a lawyer or doctor. Patricia Cummings : Yes. "^9 8 Bob Levinson: I am a people mover, my job is to in fluence attitudes, my job is to achieve and help achieve objectives that other people set and they pay for the privilege of having my knowledge because I bring a certain degree of expertise to the situation presumably an expertise that does not otherwise exist. Spencer Boise: Yes. Pat Penney: Yes. Mary Turk : Yes Opinions In addition to the questions, the following are opinions expressed on various subjects dealing with public relations that the people being interviewed wanted to dis cuss : Spencer Boise: I think this, in this country there are thought leaders who lead public opinion and often they are the news paper writers or they may be respected people in the community. I believe those people are beginning to recog nize that PR does not set policy. PR really, at least in my view, is a communication device where it takes 99 information of policy or a situation and interprets them for others to help them understand, but it is not setting that policy. If these opinion leaders recognize that, they will know that the problem lies with those who set the policy, like Watergate, rather than those who communicate it and in that respect, maybe some of the burden of guilt, if you want to call it that, or the burden of responsibility should go where it lies and that is with the people who make the policy rather than those who communicate it. Dick Turpin: When a company is having trouble, when they are in deep trouble financially or if they're losing money, that is when they need PR, that is when they need a good solid person to keep the ship afloat, to say: look we lost in the first quarter, but boy we are going to make it in the second. You need the cheerleader, you need PR. You do need it, but unfortunately, PR doesn't pro duce a pencil or an eraser or a paper clip. You don't produce anything, physical thing, you produce mental in novation, ideas, suggestions, and if you are in charge of advertising then, of course, it is going to cost you money to advertise. Let me give you a perfect example of what is happening now in our section - Real Estate. The housing market right now is a tremendous seller's market, everything is selling like hotcakes, if you have got a house to sell, boy, somebody is going to buy it. It is just fantastic. Prices are impossible, the whole thing is weird and is happening right here. No where else in the country. The rest of the country is watching in amazement, hoping it won't happen. My point is when things are good they don't advertise cause they are selling houses right off the plans. Condominiums are sold before Î'OO they are open, yet there is not a piece of advertising on the units. Yes, they are still building but with no advertising; consequently, they don't need any PR. We have had two cancellations this week. We had a story scheduled for next Sunday saying, such and such a place is going to open up. Grand opening, the guy called this morning and said cancel our story, we are all sold out. So that means he has no news release to prepare and he doesn't get paid when he doesn't prepare a release. He doesn't have any work to do and doesn't get paid unless he is on a flat retainer. If he doesn't adver tise, then our sections are smaller, ten pages smaller right now than it was a year ago because things are good and people just don't need to advertise. We are at least ten pages below our normal, now consequently we are not advertising and we are not getting any publicity or PR into the paper and the names of companies disappear,, Right, no one knows any thing about them except from word of mouth or whatever we print. The prob lem is in a recession, the lack of PR in the good times makes the market for companies twice as bad. The competi tion is tough and the good firms know to keep the advertising and PR on full-time and it will pay off when things are tight. Pat Penney : I think that the public relations image problem is a serious one but I think that we have dealt with the problem of the image of public relations for a number of years and I don't think now is the time to white wash it by chang ing the name any more than those of us who have considered ourselves profes sional feel we would white wash some thing a company or a client is doing because it always comes, it doesn't 101 work. It is performance that counts. Dick Turpin: If you have a company and you don't have your PR director sitting in on that board meeting and the board of directors are making a decision ef-■ footing the future, the profitability of that company, what the hell can you expect from the PR guy. He is not going to know anything. If you have a vice-president or someone who then is supposed to have a liaison with the PR guy, I guess that works sometimes, but it is so much more effective to have the PR guy in on the major decision making process. I know a lot of build ing companies where the PR person is allowed PR and advertising decisions, sometimes he works for the same hat, sits in on board meetings so that the guy knows whether houses are selling or not selling and what needs to be done. The public relations man cannot be the last to know and he often times is. Jana Waring : I think PR is going to be called on even more so in the future in the sense, for example, in my business you know corporations and companies get larger and larger and more com plex and more difficult to understand. The more difficult they become to understand, the more you need people that can communicate to the public where you are going and there is so many things now that concern a company, environmentalism or coastal concerns. You know the public is really interested in that and for that reason you have to be more professional in PR. 102: Patricia Cummings : Well I would like to say PR is some thing being recognized as part of the manager process to some extent. I personally have made an effort to see that I am on certain decision making committees. It is because my title is Public Relations Director, that if I were another person in this position, I would not be involved in things. I have made it part of my job not because someone else recognizes that I should be part of the process. U0 3^ CHAPTER V ATTITUDES OF STUDENTS IN A PUBLIC RELATIONS CLASS Introduction It is important to understand the attitude of stu dents in the field of public relations in order to provide instructors with a starting point from which to mold and modify those attitudes. For students who are majoring in public relations and who hope to become PR practitioners, this is the beginning of professional development. Student attitudes in the beginning public relations class at the University of Southern California were sought through means of a questionnaire. A summary of the re sponses is included in the following pages and a sample of the questionnaire is set forth in Exhibit C. Introduction - Questionnaire Out of twenty students in the beginning public rela tions class, twelve were public relations majors with the following class standing: nine juniors, two sophomores and one senior. Beginning public relations is usually taken >l6.t in the junior year of school, but some students finish the requirements in journalism early and are allowed to take it in their sophomore year. Other students may transfer into the major late and end up taking it in their senior year. The other eight students had majors of Commercial Art, Public Administration (two were of this major), East Asian Languages and Cultures, Business, Math, and one undecided. The students' ages ranged from nineteen years of age to twenty-four with one not responding. The average was twenty-one and a half. For the PR majors the beginning pubic relations class is a requirement. For the non-majors the reasons given for taking the class included the following: 1. "Interest in learning about PR" 2. "Four units" 3. "I am interested in going for an MPR" 4. "General interest, also I would like public relations to be my area of emphasis?^ Thirteen of the twenty students were working, eleven part-time and two full-time. Their jobs varied, some rela ting to their interest in public relations. 105 ; Employer use State Department of Health use Bookstore Yacht Sales Montebello High School use. University Affairs Data Transportation Daily Trojan use School of Religion Disneyland Trans West Discount use Type of Position Undergraduate Evaluator/ Counselor Community Care Facilities Licensing Cashier and Gifts Salesman Teaching Basic Subjects Campus Hostess Secretary Advertising Clerical Special Events Office Business Development Working on the Effect of the Paloalpoan Dom on Indians in Mexico (One response was yes with no indication of employer or position) Question 1 Defining Public Relations Having the students define public relations was not as responsive as was expected because they were given the assignment of reading the introductory chapter of Cutlip and Center's Effective Public Relations book and were, indeed, influenced by it prior to answering this questionnaire. 106- However, there were some interesting definitions which in cluded their own opinions. A public relations practitioner is the middleman between his/her firm and the client or public. The practitioner's purpose is to influence the public opinion (by acceptable practices) in favor of his/her firm. Some activities include advertisements, propaganda, press agentry and publicity. There are many headings that a public relations practitioner's duties fall under. These headings range from con sultant to customer relations from administrative assistant to head of consumer affairs and marketing and so forth. But basically, a function common to all these positions is that the public relations practitioner serves as a liaison or representative of a particular firm either in the public or private sector to the public in general or other business concerns. Public Relations: To maintain a good. relation with the public and also internal groups. Provide what the public needs and accordingly transfer to their attitudes about the company. Make sure that your employees are getting what they want. Correct any wrong image, ideals or individual that the company gives out. Always be knowledgeable in what you do and what the company does. Public relations is the interaction with people. It is used to convey an image of yourself or those you represent to those with whom you come into con tact with. lor Public relations, according to my defi nition, is the study of, and work in the field of communication. More spe cifically, communication to 'enlighten' a possibly ignorant, or misinformed public. Furthermore, it would appear that public relations also deals with the changing, maintaining, or rear ranging an image of a person, or pro duct, for their betterment. Public relations is, to me, the per sonality a company projects. The purpose is to create a positive at titude from the public which can act as a sales person within itself for selling a company. This can be achieved through slogans and schemes. The rest of the students followed through with book definitions. The ones above were chosen because they show that the students are aware of the dimensions of pub lic relations but they are not quite sure what it is, and more importantly, how one goes about influencing publics, creating a good image and so on. Question 2 What skills do you consider necessary for a public relations person to do his or her job well? The following responses were made: Know what the situation in the world is. Figure out what can be done and to whom under these conditions. I believe an aura of self confidence is essential as well as the ability to influence and the power of persuasion. There is also a need for journalistic ability, writing, and capabilities of effective public speaking. Some basic skills would be an ability to write, edit, speak, participate, promote ideas, produce ideas, research skill, some knowledge of history and to be somewhat extroverted. The most important skill is the ability to communicate ideas in a clear, concise and presentable manner, most importantly, the ability to write well. The PR prac titioner should also have a broad know ledge of any factor which could affect given situations in which he is working. An important skill is the ability to react quickly and wisely in any situa tion and be able to adapt to any situa tion smoothly. I feel writing skills are crucial for success. Also speech writing and editing skills. Writing skills, organizational skills. He/she must speak well to groups and individuals. They must understand communication processes well. A public relations person should be organized and articulate. He should be genuinely interested in dealing with people. He should also be of high integrity. An understanding of people and the ability to get along with them. A good journalism and writing background. Layout and design, and a knowledge of printing technology is helpful. Studies in marketing business and sociological, psychological behavior patterns are necessary also. .109 Knowledge of public opinion, business and world affairs; ability to understand and relate to people. Sales background, eco nomic background, writing background. A public relations person must be able to communicate with written words. A comprehensive knowledge of newsmaking events, know how these events become newsworthy, and in turn, how to market one's own company's attributes. Knowledge of that persons company; its people and purpose. Be accepted by (if possible) every individual in and outside of his/her corporation. I feel that a PR person should be very self confident and outgoing, with a strong respect for others and their beliefs, ideas and feelings. One, good writing is very important; two, imaginative; three, deals well with people; four, honest with integrity. Good speaking ability and good writing, advertising, salesmanship. The ability to speak, to listen, to make decisions; a creative degree of imagination; writing and reading; understanding others. An 'understanding' of people would have to be essential, also, 'common sense' on the part of the practitioner is also important. Another element of equal im portance would be the knowledge and under standing of the major events in the world today. 110/ The students emphasized again and again the need to write well. It is interesting that eleven out of the nine teen students who responded to this question said that writ ing was an important skill. This is the same skill which PR practitioners stress so frequently. Question 3 Would you classify a person who is employed as a Public Relations Practitioner as a professional? Sixteen said yes with the following comments : It seems to me that the area of PR has become a 'profession', it is no longer a job for anyone, it is now an area that is studied, learned and practiced. Yes, because the field is specialized and requires four years of college preparation. Yes, he/she is definitely a professional, and a very important one, for he brings across the image of his organization to those who he comes into contact with. Public relations job is a large part of the company. It creates in such a way to transfer ideas with people. It brings in income to that company as well as acceptance and respect. Because he constantly has a working rela tionship with other professionals, be cause a PR practitioner is found in any field from law to medicine. Therefore, he has to have very nearly the same know ledge as the other professionals. ill Yes, because a PR person is someone who basically holds an organization or com pany together. That is, as far as their interests with the public are concerned. Anyone who is subjected to this amount of stress in a large corporation deserves to be considered a professional. He is an expert in media sources and pub lic attitudes. It is a field you must learn and it has so many facets to master. To me, a professional is a person who must seek special education to attain needed skills. He serves a function that one without such training could not handle as effectively. PR is essentially a specialty of com munications. Communications is rough to understand. Anyone who does, I consider a professional. The PR practitioner is a professional because he/she is dealing with the public and holds many responsibilities. Because of the necessity for a practi tioner to have such a broad knowledge base along with well developed com munication skills, a good practitioner will have the same skill at performing his job as a doctor or lawyer. PR in my opinion, requires as much know ledge, skill and talent as most any other professional. It is no longer a side line but a field in its own right. 112 Primarily because he or she is usually accessible to a staff, he is constantly communicatina with clients. I feel that an individual physically and mentally capable of following and main taining these functions is indeed a pro fessional . Two responded negatively to the question of whether PR practitioners should be considered professionals, justi fying their position as follows: I would simply say 'no' because, un fortunately, I was raised under the stereo-types that professionals are lawyers, doctors, etc. However, my opinion is likely to change. He may not necessarily keep up with the world happenings and his practices may not actually acquire positive results. One responded "yes" and "no" with the following comment : Yes, he is a professional in the sense that he is getting paid for his work; but no, if he is doing unprofessional work in his job. One did not respond to this question. Question 4 When you think of PR (Public Relations) what is the image you hold in your mind. The students give the ^113 following responses: The PR image, to me, is a successful person, successful because he performs a vital function for his company and must do it well. A position which fulfills the necessity of a company. One way of achieving increase in input and output of the company, as well as acceptance. The arm or section of any organization that in a professional and personable way makes known to the public the infer- mation needed or services needed of the said organization. Communicating with people. I usually think in terms of the media- press agentry. An individual who has a grasp on the workings and operations of a firm. He is one who has a close association with administrative personnel. Also, he can place himself on the opposite side of the fence and view his work objectively. I think of the person in every aspect of any professional that is promoting a program, individual or product. Because of my interests and limited knowledge about the field, I think of someone like a political press secret tary or campaign manager. I realize this is a very tiny part of public rela tions; from this class, I hope to learn more about PR and expand this image. ^114 Initially, I used to think of a broad- smiling con-man. Now I feel PR is a much more expanded field and a specialized one. I picture a PR practitioner to be in volved mainly in publicity. Public relations has a very real job to do with communications; to dissemi nate information. Therefore, my im pression is favorable. The middle man - who acts as a communi cator or a relay system between the in ternal structure of an organization and the public, as well as promoting com munication within the confines of the company itself. Before I started reading the text, I had the notion of a human being out to create news or ideas for the sole pur pose of sensationalism. On the other hand, the image of a public relations man or woman, that is now forming in my mind is articulate and is a person who can communicate ideas. Basically without involving knowledge from the book, the connotation of PR in my mind is more of a social concept Right or wrong, I see PR as having a tremendous social effect. Wears a Brooks Brothers pin stripe suit - actually no real image, frag ments of many. I think it is very important, the mere fact that 'Sears' has a reputation of satisfaction or your money back has brought me to buy many items from them, 115 An intermediary between management and the media. A person who represents a certain organi zation to the best of his/her ability, following certain standards prescribed by the organization. A person who gets along well with people and enjoys representing the company he works for. . 116^ CHAPTER VI CONCLUSIONS REGARDING THE EMERGING PROFESSION OF PUBLIC RELATIONS AND ITS IMAGE PROBLEM The emerging public relations profession today is subject to the imperative, "Physician, heal thyself." Obviously, the first step in the healing process is for the profession to recognize its own ailments. The principal ailment is its image problem. Various aspects of the image problem have been analyzed and discussed in this thesis : 1. Public Relations is an emerging profession with many of the same problems and growing pains which were experienced by the old, established professions of law and medicine, during their infancy a century ago. 2. The image problem of public relations, which should not be minimized, is very real both within the public relations profession at all levels from students and beginning practi tioners, to "old hands ;" and outside the profession in the minds of the clients. Moreover, public relations frequently is _______ 117 ^ perceived negatively in the minds of the public at large, often because of the incompetency of the practitioners. 3. The essence of establishing public rela tions as an honored profession, comparable to law, medicine, accounting, engineering, and other professions, is to create through the joint efforts of educators and practi tioners greater professionalism. 4. The essential roles of the educators are these a. To develop college-level public relations curricula of sufficient breadth and depth to attrach out standing students to the profession; b. To join with practitioners in the development of the case study method of teaching those who aspire to become public relations profes sionals ; c. To seek accreditation of college- level public relations curricula; d. To support high level admission requirements to the public rela tions profession either in the form of certification of graduates yll8 from accredited college-level cur ricula, or the passing of examina tions comparable to bar examina tions or medical board examinations; e. To develop continuing education programs for practitioners, whether they have had the benefit of formal college education or not, and f. To foster the development and im provement of PRSA, with particular attention to formulating programs for the younger members of the profession. 5. The essential roles of the public relations practitioners are these: a. To join with educators in bringing realistic case studies into the classroom, thus affording the pro fessional an opportunity to par ticipate in the educational process of students, and, in turn, per mitting students a realistic look at the public relations profession; ■ 119' b. To support educators in developing continuing education programs, as is done in law, medicine, and other professions ; c. To lead the profession in improving the membership and functions of PRSA to the end that PRSA membership be comes synonymous with high ethical standards of conduct and performance; d. To insist on high standards of admis sion to the public relations profes sion even though many of the practi tioners lack the college-level educa tional background of the "new breed." Protected by "Grandfather" clauses, the "old hands" have much to gain and nothing to lose by insisting on high standards for new admittees, and finally. e. To contribute in every way possible to improving the public relations pro fession, remembering that the rising tides of professionalism lift all of the boats, the old and the new. 120 EXHIBIT A A REPORT AND RECOMMENDED PROGRAM FOR ACTION TO IMPROVE THE IÎ4AGE OF THE PUBLIC RELATIONS FIELD Presented by The Special Task Force on Public Relations Public Relations Society of America November, 1975 pi : CM Ü 3 ■a O X - oo — C M (M C M ro ro -à * UAvOf^OOOO C T \ in T O in i_ 3 0 Ü T O 4 -> T O 3 CT T O ■ 0 T O 1 4 - cn 0 c •o 0 c T O f - T O cn _ i T O E 4-i c c in 0 u *D à T O C in T O T O T O T O X ) T O T O > L. c c T O X T O o 3 m 4-i X o i_ 0 - L . T O U) M - T O in 4 -1 T O a . 3 U) T O O TJ C u T O 3 3 T O O u - JSi 3 > X3 0 "O X X O U T O z •M 3 u T O M - C T O 3 o . 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C L 4 -i 4 -i ( U E -C r o c C T C U l c o > e n 0 0 U l d ) Ci 4 4 d ) 1 4 - m Q. C L .3 O -O > 4 -i h- >- -C 3 r o C û C . d > O 4 4 0 U l > d ) U l 3 > 1 4 - E 1 / 1 >- d ) E L. O Q c • ^ U d ) d ). C O sz r o X C L X r o >• r o L . Ci C L ( U d ) C O L. r o 4 - 1 r o L . > r o -C jC C d ) C L X 0 4 4 r o L - C 4 4 Ci w- c d ) r o 4- O O X E ü U l Ci 1 d ) r o O U c 4 4 c > ■ r o C L 3 L . o 0 jC 4 - t O 1 4 . C L r o ( U 3 T 3 4 - 1 > 4 - 1 4 - t C T 4 4 iO r o C Ci Ci U l p 0 L . 3 u î O 4 - t 4 -i U 1 >- cr Q c x: U l g r o d ) L . L . L. Ci 0 O L T3 4 -i C 4 -i d ) S -a d ) O U l r o 2 d ) 4 - 1 O C c E c C L U l 0 r o 0 d ) r o X 4 -i d > ■ D O 4- r o d ) U l c L. C T O jC > o X d ) Q ) U l 0 -g 0 4 4 d ) w- a ) d ) C c C L L . r o C L 4 - t Ci U l X X O U E X LU 1 4 - U l E -C c r o > 0 E C r o c d ) Û E d ) 2 e n 4 - t L. 4 -t c 4 - t c 1 4 - U l 1 4 -1 4 - r o g 2 g X o 1 / 1 r o U l o r o ■ O 4 -i >- L . c u X r o U l 0 L . Ci E E C u E O d ) U 4 - 1 4 - t to K r o L. 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U G G G X 4J •— \ 4 - J CL G G ^ 0-5 4 - J «4- t n G G L- X > G 4 - J " S M - U ° § £ •— G 4 - 1 C G U G G X CL 4J O G tn O G T J G C > G L- G 4 -1 tn O G T J CL '— tn 3 G G I - 2 G ^ > • X > - X G ^4- C L U - G C 4 - 1 G G "O — 4- J G G T J tn 4 - J U G C 4 - 1 E tn G C E •— E G X G o G T J CL G X C E X 4 - J G •— 4 - J G T J T J U G G C 4-J T J G M - tn G 4 J G G tn 4 J tn 4-J 4-1 en G G tn G tn u O en > L. tn C 3 4 J 3 tn *— » / tn 4-J 3 G L en C X T J T J G c r tn G 3 3 G t_ tn 4-J G c TJ G L a. 4-i G C L G c >■ G L- G G G G G G O Cû 4-J m 4-J 4-J 4-J tn X G U C tn tn L- L 4-1 C G L- c O L 3 G 3 X CL 2 3 . tn E G X > - E 4-i 4-J G 14- 14- «4- 4-J X E C L E G G >N c G G 4 J dJ G 14- T J G 3 O G T J T J !_ t4 - 3 X TJ X G en G 4-J L- O C C 4-J tn 4-1 O 4-i L U G 4-J G G G G L- tn G C U tn G en L C X 4-1 G tn TJ G c X c CL e n 4-J X 4-J G L G 3 G T J «4- o G TJ TJ tn TJ G tn X G X G G G G G G G C U G 4-J U 3 C C û E T J 4-J X G T J e n G > • G C 4-i > 4-J c G 2 X G E G >> tn tn G X L- u X G E TJ i_ G X >■ 4 J tn G 4-J C C G G G > X 4-i V- 4-i X G G G T J u X c 3 2 T J X U C 4 J L tn G e n G U C 4-J 4-J E 3 3 G 3 O 3 4-i G G G G O G O tn 4-J E C TJ l_ G C C i _ L G 4 J C L G 3 X G > X tn G L. c G G > 0 G E X 4-i tn X en G X E > L G 4 J G G TJ E G 4 J tn G tn e n 1 L > ' O C 3 X G tn c G 1 X tn 4-1 O O 4 J X tn 2 G G G tn G 4-1 O tn 2 4-i tn «4- L. 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O M M O U J o . co O J E X J 0 ) > X J M 14 4 r o JO O i n c L . 3 C û c c c C o r u X 3 o tn O ) C C O tn E >- J s C 0 r o < 0 O C c r u o L _ r u M m M C O m O a. u m m r u 3 3 3 3 O (U M 1 — (U u o M C O < u_ C (U o c c _ > X r_> c XJ C O XJ > m (U (U JZ c o l_ m c XJ ro o_ v _ CL tn ro ru ro E Lu ro O M m E l_ U >- O i_ JZ r o O ro ro JZ r u r u H — o_ CJ - ) - ) :s O C o 1 — X co r u >* u c X 3 tn c X J U * L. ro O M L. ru l_ 3 l_ O JZ ru X > ■ 2 O J 2 2 < e y l_ Q ro ü O ro O O O o r uX C X _J _ j _J — 1X X ruZ o 3 c Z k C X X L U < < L Ü oc o_ L U X J m X J t u c r u M i_ l_ L. u. ro M r j j (U 3 1 _ 3 3 ro L. ro i_ l_ C T r uJZ X JZ c O J ( U C O l_ U J D M M O X 3 X o ( U ro ro O L _ L. o O o O C O 3 — > oc < < O C —> O O C U ro CO C - O — X J < t -5 O C L U in g i n ( U ( U M OJ t n X X J >* > - * •— C O oc < u O J ( U ( U X Non-Profit Identification; EXHIBIT B PR Case Study 1 SOME TYPICAL CASE STUDIES The Women In YWCA You are the public relations director for the YWCA. The YWCA is 123 years old and is a very highly respected institution. However, you find that the news media often get the YWCA confused with the YMCA. The lastest episode of confusion involved a news release which you had distri buted regarding a YWCA Community Club. However, it appeared in at least two newspapers as YMCA Community Club. You also have distributed two radio public service spot announcements to stations throughout Southern California, and at least one station has carried the spot identifying the organiza tion as YMCA. You know that this is not intentional, but it does happen often. What can you do to prevent this from happening in the future? Would you recommend a name change? If so, why? If not, why not? Discussion; The Women in YWCA This case was presented to a beginning public re lations class by Linda Nielson, who at that time was the Public Relations person for the YWCA. This was a situation that she was having problems with at that time. In the real life situation it was not possible to have a name change 145' because the YWCA's charter was such that it could not be changed. In the case study the door is left open for the students and it is done because it should be their conclu sion that to change the name is really not dealing with the problem at hand but rather to have the public, especially the media public, become aware of the right name and to get it correct. It is important here to realize that we are dealing with a non-profit agency that is at the mercy of the media to print and broadcast spots for free. It is not something that the agency pays for and can directly say: "our ad or story ran wrong, get it correct." 1. Chapter 17 of Cutlip and Center's Effective Public Relations discusses dealing with the media. It is im portant to read. Chapter 22 deals with non-profit agencies. Research for this case study will involve finding out if indeed the media has been properly edu cated in the difference between the YMCA and the YWCA and if they may think that the two are the same. It will be important in the planning stages to re search the best way of getting to the media which uses the YWCA material knowing that there is not a budget for 14 6 < inviting them all to lunch or something of that nature. 2. It is important to discuss a name change but the conclusion should be that the name itself has been established; at least after 123 years one would hope so. The public that uses the YWCA now knows what it is but it is the public that the YWCA is trying to reach with its programs that is getting more confused by the media. It was suggested in the class where this case was discussed that the W in YWCA be distinguished from all of the other letters by making it larger, or using the symbol for women instead of the W, or adding it on to the W so when announc ers are reading copy they will be sure not to miss it. I think that it is im portant to distinguish the title em phasizing women. In the planning stage after having researched the people who are responsible for reading the announce ments and making the copy, it will be important to reach all of these people in a cost effective manner. As Linda in dicated, it would be impossible for her 14 7; personally to see or write all of those people 3. The program could be one of indirectly contacting the people by distinguishing the W in YWCA or by using the symbol in all of the releases and news spots and seeing how effective that would be. 4. The evaluation of this program is simple. The YWCA has a clipping service and the broadcast media send a report of spots times that can be monitored. Agency Disaster; PR Case Study 2 Shark Scare You are a Public Relations Counselor who has been contacted by the Heavenly Surf Resort. Heavenly is a twenty mile stretch of beach that had a shark scare last season and this year's bookings have dropped off substan tially . The Coast Guard has assured the Resort owners that sharks are not a threat and the last year's threat was unfounded. The Resort owners put up a shark free net last season and are wondering if they should do the same this 148 year as a precaution and as an assuring gesture for at tracting vacationers? What would you do to promote the Resort in this situation? Would you have the net put up this year? What if you discovered that the Suntan Sands owners the closest resort to you, is suspected of spreading the shark rumors? Discussion: Shark Scare After the movie. Jaws, came out this is a likely thing to occur in the Southern California area. It is im portant to remember that in fact the shark scare is un founded, the Coast Guard has assured us of this fact and there has not been an incident of a shark at any time in the area. 1. Research is needed''.to, , decide whether ^ d ' r not a shark net should be put up as 7a precaution and as an assuring gesture for attracting vacationers. It is my conviction that by putting the net up, the resort would in deed be indicating to vacationers that there is a possible problem. To continue doing this year in and year out would be expensive and not really deal with the 149 problem effectively. The students should do this case in class and have a class discussion on this point. Research is needed into the area of why people come to this resort in the first place. It may be that they come for the fishing or for the golf and ocean breezes more than for the surf, although the name of the resort indicates otherwise. If so, the emphasis should be on other attrac tions, staying away from water sports. This is a time when the PR person and the advertising manager or agency should get together to see if a promotion could be worked out along with more advertising. It will be important to get the staff working at the resort; as well as the people in the nearby towns, educated as to the coast guard findings and to the fact that the Resort is aware of last year's problems and plans to take pre cautions, but the threat is unwarranted and that for vacationers it is necessary to explain the facts. 2. The plan of action is to play down the shark scare and to play up the resort's 150/ wonderful qualities. To attract more vacationers it would be nice to offer package get-away vacation trips. The point is that the problem is dealt with only by playing it down; having every thing and everyone remain normal. 3. The program will attract vacationers if the advertising is right and if the Resort gets featured in the nearest large city's travel section. 4. The bookings will be the resort's evaluation. Plenty of publicity as to the pleasures of Heavenly Surf Resort will win the public. Just make sure that "Jaws" does not play within a 50 mile radius of the Resort! Non-Profit Promotional; PR Case Study 3 Chamber Of Commerce Needs Airport You are the Communications Manager for a conserva tive suburban city in Southern California, the commerce and revenue for the city is partially dependent upon a regional airport located some thirty miles away in an adjacent city. 151 The airport which is privately owned by a large corporation is in the process of being sold by the corpora tion due to major profit losses in other areas. Your city and other surrounding communities need to retain the full use of the airport to increase as well as maintain business development and commerce. Plan the strategy for: 1) promotion of a multi-city bond issue; 2) promotion of community support for airport purchase; 3) retention of all airport personnel through labor negotiations ; 4) negotiation of airport purchase price Discussion: Chamber of Commerce Needs Airport This is an event which is occurring in Southern California and it is the Burbank Airport. The closing of this airport means not only the loss of revenue to the Chamber of Commerce but the loss of jobs, the inconvenience of people having to go into LAX, more traffic to LAX, the rerouting of planes in the fog to Lancaster and many other side effects. It is essential that this airport remain. 1. The research is the main factor of this case study. You will be dealing with 152 many different publics who all basically want the same thing; to keep the airport open and operating. Have the students identify the publics and find out what their needs are. Find out what each of them wants in its own terms and how much each one is willing to give to achieve the goal of having the airport remain open. We will assume that you have been put in charge of bringing together a group for the negotiations. An inter esting assignment for the students will be to see how one would go about getting a multi-city bond issue and then how one would go about promoting it. I am sure that this has been tried before and it would be an added learning dimension. The planning stage has several different phases. One, the bond issue; can it be done, or are there alternative financing methods available? Two, if we do go with the bond issue, do we raise public senti ment for the airport? Since the airport is already there, do we just need to rally its retention or do we need an education process as to what the effects 153 would be if it were to be closed? The media will be of great use and I think great help. Because of the effect of the closure, I think the media will be more than happy to run stories and editorials. It is essential to set up one central news service, one mouth piece that can speak for the total group feelings. 3. The program won't be easy but the factor in favor is that all of the groups have the same basic goal, that of keeping the airport open. It is essential for the survival of the surrounding communi ties and the people in the communities. Business will back you. Government and the people involved in the negotiations are the difficult part. It is your job to set them up and make sure people are communicating their needs and that all the groups are aware of each other's problems. 4. The long term evaluation will be the reten tion of the airport. The short term will be to see how quickly and easily this can be accomplished. 154 Corporate Special Event: PR Case Study 4 The Party You are the assistant Public Relations person at a major Savings and Loan located in the heart of downtown. Your boss has just returned from a meeting of the Savings and Loan Association of Southern California where he volun teered your services to work on an open house of the Savings and Loan Association's Service Office, which is to open in a month and a half. He calls you in and instructs you to drop everything you are doing and start the wheels turning on this project immediately. The no-host party and open house needs two or three key people to speak briefly. Who should they be and what do you think should be said? Make a check list of things that need to be done for the party and a time schedule. Discussion: The Party Every public relations person should be able to put on an events party and understand what is involved, in cluding notifying the press, getting a catering service, and acquiring a key speaker. 155 1. What are the goals of the Savings and Loan Association and what is to be ac complished by the opening of a Service Office is one of the first research pro jects. The Service Office is to be a clearing house of information for people who want to know how to go about getting a loan and the services offered by the different Savings and Loans. It is essential that the tone of this party is set and that the media is present and willing to run a story so that the public that the Service Office is trying to reach will be aware of it. As to the guest list, the officials of all the Savings and Loans will be invited and should be present to back up the opening. Others to be invited include the political fig ures instrumental in the organization of the office and the local officials for the district. Some key people from the surrounding community who are the voice of'the people in need of the service would be essential. 2. The no-host party is a difficult situation in that you need people to meet and greet 156 officials and persons as they come in and have someone follow the press around and introduce them to the key people as well as having the key people give out state ments. Representatives from all of the Savings and Loans should be working that night with identifications on so that the overall effect will be that of work ing together. As to the key speakers, it needs to be people who will attract the kind of press coverage that you want and people who are local and influential. Start big, you have a short time frame and people will be booked. Try the Mayor of the city, the local council people, community organizers and so forth. Releases need to go out in advance and prepared releases need to be at the party as well as informed projections from the key people and the top officials of the Savings and Loans who might be interviewed by the press. The invita tions for the party must be printed quickly and in the mail as soon as pos sible. Even if you have not secured the 157 speakers that date needs to be on people's calendars. 3. The program. Since it is a no-host cock tail party it needs to run smoothly with only a short presentation by the key people. The press are the most important part of this party, the coverage given by the press and how many show with what kind of coverage, broadcast and print, will determine the success, not of the party, but of the be ginnings of the Service Office. 4. The evaluation will be the press coverage and the plan of action for another ser vice office opening in another area. Timing is essential. See if you can get more lead time in the future. Recruitment ; PR Case Study 5 Winning The Pros As members of the public relations committee of a leading professional society, you have been asked by the organization's officers to design a plan which will attract qualified practitioners into the group. 158 The officers believe there are too many profes sionals in the field who, for one reason or another, are not motivated to join the society. The relatively high initiation fee, the costly annual dues, a stiff entrance examination, and other factors all are considered to be barriers keeping desirable people out of the organization, although the officers concede that they may not be correct in their evaluation of the situation. The officers realize that qualified individuals can, and do, practice in the field without professional society membership, which is voluntary, but they frankly resent this as evidence that many people are taking advan tage of the work of those dedicated enough to serve their profession through the society. What plan do you recommend? Discussion: Winning The Pros The recruitment and retention of the members of any professional organization is an ongoing process. This is a problem that the Public Relations of society is facing It is important for the students to view PRSA as an example Why do people join and what do they expect? PRSA will give them a model. 1. Research again will be the key factor in this problem. It is important to 159 make a plan that will attract,neW members based on their needs. A survey of non members would be helpful to find out what organizations they already belong to and what they are looking for in terms of a professional organization, individual re cruitment and so forth. It may be that many belong to the publicity club and feel that is enough. A good look at the organi zation's present members would be helpful along with the type of programs now offered Do they have a broad appeal? Does the organization have sections that meet sep arately and so forth. It would be a good research tool to have the students look at PRSA, the Los Angeles Chapter, to find out how it is doing and what it is doing in this area. 2. Your plan will have to include broad based programs and activities to appeal to as many different type of professionals as well as age groups. Often it is just that not enough young people are joining and going through the officer ranks. The committee for recruitment should include several relatively new members . I .6OJ whose advice and counsel will be valuable in attracting new people. Several ideas are brought to mind, having each of the members bring an interested party to the next lunch eon or meeting. 3. The program needs not only to deal with recruitment but with retention. Looking up the figures in terms of membership will point out that we may have lost as many as we recruited. Have we continued to survey the mem bership and find out what their needs are in terms of workshops, speakers and so on? 4. This is an ongoing process. The evaluation will be seen in the re cruitment and retention of new mem bers as well as a continuing pro gram, not just a once a year shot in the arm. It should become a vital part of the organization itself, 161 Development of PR Program, Fund Raising PR Case Study 6 The Soccer Support Group Your 350 class has been asked to start a Public Relations program and support group for the University's Soccer Team. The University is willing to let you use some of the services free of charge but you will have to raise any other money yourselves. The games have been poorly attended on Saturday afternoons and there is little Uni versity money for travel or uniforms. The support group is needed, therefore, to: 1. support the games 2. raise funds. The Soccer Team has a terrific win record. They have won all of the games they have been able to get to on their own. The big game against Washington State will determine the playoffs. It is three months away and that is your first major project. The soccer coach has been cooperative and the team players as well. A) Design a program of recruitment and retention of a support group. B) Describe fund raising projects on the short range of three months, the Washington State game & the long range. • 162 Discussion; The Soccer Support Group Hopefully a number of on campus projects like this one will be given to the Public Relations department and the students will have a chance to see how the classroom knowledge applies. 1. Research the types of people who attend Soccer games, even though the games are poorly attended. See what kind of pub licity has been given the team and what is needed. One of the students said that public relations is a cheerleader for a product, or company. This sounds like it needs the whole Trojan Band. See if you can get some of the band members as well as the cheerleading squad out there. The biggest research project will be fund raising. This is an area not covered very much in public relations and yet it can be a major part of a pub lic relations persons job. How much money is needed in the three month period? Is there an alumnus or group that would be willing to lead support, just for that small time period? Could they lend us money to buy something for 163 a raffle? It will be important to get as much campus and press exposure as possible. A rally in front of Tommy Trojan at noon, T-shirts with logos and so forth. This needs to be researched in terms of cost. 2. The planning will depend on the budget that has been established. Assuming that the Alumni Association will lend some money to be used in this effort, it will be important to alert and re cruit the other sports teams as well as the coaches. For the next few games it will be important to increase atten dance at the games. This will help get press and will encourage others to attend. You can stage an event, have an attraction other than the soccer team or simply give out free tickets. 3. The program will be a long range one. The team needs an alumni as well as student following in terms of game support and money. This will be a difficult area, to recruit Alumni, in that the sport is new to USC and we haven't had that many graduates 1.64 who have played. But if we can recruit a few to start the support group, it will grow in time. Meanwhile, depend on alumni who are interested in sports in general, parents and friends of the team and the university for support. 4. If the financial goal was realistically set, there is no reason in three months that the team should not be on its way to Washington State. This is enough lead time to make some money and re cruit some support. Just hope that you have cheerleaders on your teams in your public relations class. Sports Disaster: PR Case Study 7 The Hockey Star You are members of a public relations counseling firm which serves, a major client, the city's professional hockey team. The season has just closed with your team losing the championship by one goal in the final playoff game. The team's owner calls you late at night and asks to meet with you immediately. He is extremely agitated. 165 You rush to his office where you learn that the team's star player has been arrested on charges of drunken and disorderly behavior. The desk sergeant who called the near-hysterical owner advised him that the player was "raising hell", shouting and crying in his cell about how he had "betrayed his buddies for a lousy ten grand." The sergeant has been persuaded by the owner to hold the player incommunicado until bail can be arranged by the team lawyer, who is enroute to the jail at that moment. The frantic owner, fearing the story will spread with disastrous results, pleads with you: "How can we keep this out of the papers?" What recommendations do you make? Discussion: The Hockey Star This case study should be given in class. It is another think fast on your feet case. 1. First, we need to know the facts. We need to have that player sobered up and fast. We need to know if he has betrayed his buddies and whether he has accepted ten grand for doing so. If this is true, it is a legal matter that will ruin some careers. We need 16 6 to get to the papers first and we need the straight story from that player. The win ning team owner should be called and asked to come down to the police sta tion, indicating that a problem has arise. 2. Planning. If in fact the player admits to having sold his buddies out and if, in fact, he has accepted the money, the lawyers of both teams will need to be present. This will then become a legal matter and a story will have to be re leased to the papers with the facts. If the player, when he is sober, denies his babblings then you have a definite prob lem on your hands. Too many people have heard or know about what the player has said and it will need to be investigated. The owner of the other team may deny any knowledge of this and once again it will become a legal matter. It is vitally important that lawyers are pre sent during this whole show down. If the case does go to court, it will be important to the case as to how each side conducted itself. JJ7_ 3. The program will be one of up-front honesty with the papers, if questioned, or if we have a chance, first we will release a statement to the press. Again, we must protect the rights of the player and the other team, so the wording will have to be inspected by the lawyers. 4. The evaluation will be in the kind of news coverage you received. Was is sensational and damaging or was it factual and to the point. If handled correctly and if the player, in fact, did sell his team short, your team stands to gain the championship as well as the sympathy of the public. Corporate Crises : PR Case Study 8 Something Extra In The Chili Peppers The Vega Chili Pepper Company, the largest producers of hot sauce, chili powder and chili peppers,has been noti fied that a shipment of chili powder to a mid-western gro cery chain has been found to contain ground glass. Vega distributes its chili powder not only in the United States 168 but throughout the Western Hemisphere. You are the Public Relations Director for Vega. What would you do immediately? What long range strategy would you propose to man agement? Discussion; Something Extra In The Chili Peppers This story apparently Was similar to one that ap peared on an accreditation exam and was later related to me. It is important in that any company dealing with pro ducts will at some time have to deal with this type of problem. 1. This is a critical problem which is happening right now. It would be an effective case problem to do in class giving the students an hour of time to decide what action should be taken now and to outline the course of action over a longer period of time. The question here in terms of research is what infor mation do we need immediately. Who needs to be called within the company to be notified that this has occurred. We are assuming that our company has rea lized that glass is contained in the 169 chili powder because the manufacturer of a product used in the making of chili pow^ der was the one that notified us. It is essential that we know how many cases are involved and who has that shipment. Has any of it gone on the shelves and has the press been notified of this prob lem? We need all of the executive staff alerted to this problem in case the press calls and we need the cooperation of the grocery chain management because if this goes to press their name will be used too. We need to know how many, what and when. 2. This is an emergency situation and because of that the research and planning become one. If the company does not already have a disaster plan it will have one after this problem is taken care of. It is important for the students to realize that every major corporation, university, city, agency and so on generally has a disaster plan. It is essential as a public relations practitioner to know what that plan is and to up-date to the needs of the company. The effectiveness of a disaster plan will be apparent .120 immediately. Especially in the manage ment ranks preventive/; disaster plans are a must. 3. The program, after the facts are gathered and the stock has been pulled, is to make a release to the press if they have not already found out about it. If they have, it will be important to keep them informed as to the latest developments. If you, as the public relations person, are unavailable, someone should be ap pointed, preferably an executive, to answer questions from the press. It would be better if you were there and had the executive available for comments. The company must be reachable in terms of the press. If the matter is under control and the press has not released any information about it then it will be your job to write a release with the information about the incident. If the press picks it up later, the incident could be blown way out of its original importance. 4. The evaluation portion will be the most valuable. Did you and your company, to 171 the best of your ability, handle the situation at hand, informing or keeping the press informed and acting quickly to insure the safety of the public? Also, did you emergency plan work? Did your management know what to do and did they inform the employees of the incident? Hospital Policy: PR Case Study 9 The Star Is Hospitalized You are the Public Relations Director for a medium size private community hospital in a conservative suburb of a major city. A stage and screen actor who was the president of the Academy of Arts and Sciences last year is rushed into emergency after having a heart attack. He is awaiting open heart surgery. The attending doctor calls you before the press arrives. The star has a past history of a heart condition which the press is unaware of. What steps will you take to insure the right to privacy for your patient? What, if any, information will you give the press? 172 Discussion: A Star Is Hospitalized This is a very important case study in that it is a lead into having the students read Cutlip and Center's Chapter 22 which deals with different areas of public rela tions and because more and more hospitals are hiring public relations practitioners as costs go up and the media de velops all kinds of editorials. This case was designed from a conversation with a hospital public relations person who wanted it to be known how hard it is and that it is indeed a responsibility of the hospital to guard the privacy of any patient. The con dition of that patient is privileged knowledge. 1. Have the students read Cutlip and Center's Chapter 22. If this assignment is given within a week's period of time, there are several hospitals in the Los Angeles area that have full time PR professionals who would be glad to assist and talk to students individually if they could drop by. It is essential often times in a case study to get an actual feel of the working of a hospital, corporation or agency. It makes the question more real to deal with. 173 2. Find out what the rights of an individual patient are and in this case, find out what the feelings of the actor are. If he does want any information released on him, what should it be? If possible, in this situation, it would be best to have the actor disclose some kind of statement, if not, his doctor. Often times on the air when they report that an actor has been hospitalized they go into his career, what movies he has been in and so forth, never telling you of his condition, just that there will be updating bulletins. If possible prepare a release with that information after having contacted the studios. If the actor is coherent he may want to go over the information; if not, it is public knowledge and will help give the media something until more informa tion is released. 3. It is important here to have the stu dents realize that the media has a job to do and that cooperation between media and PR people is essential. It is im portant to organize and get to the media 174 any information or release and set up a schedule with the media whereby you as the PR person for the hospital will give out any available information and will be available for questions. It is essential that the doctor of the actor and you as the PR person work together, which hopefully is an arrangement pat tern in the hospital. It is important for you as the PR person to assure the privacy of the patient's condition to the patient and yet make him understand that the press does want a statement from him or about him. It will be his decision as to what is done and it is your job to see that his wishes are carried out. It is essential to have the students realize that this is a crucial situa tion in that it is a legal on. The hospital, and you as a spokesperson, stand to be sued if you do not pro tect the rights of the individual. 175 Ethics ; PR Case Study 10 Will You Work In The Ghetto You are the principals, in a public relations coun seling firm which has been asked by a major client to pro vide, free-of-charge, guidance to a ghetto-area project in which the client has a sincere interest. Preliminary evaluation of the project's objectives, organization, and public relations needs shows that a very demanding situation prevails, particularly in terms of your firm's time and personnel resources. You are challenged by the opportunity to make a genuine contribution to the solution of the city's social ills, and you are fascinated, as professionals, with the unusual problems involved. However, you are fully aware of your obligations to your own staff, and to the welfare of your company. Do you accept the assignment? If so, how do you explain your decision to your associates; if not, how do you explain your decision to your clienf? Discussion: Will You Work In The Ghetto This is a question that is indeed hard to teach, it is a subject which is covered by Cutlip and Center in 176 Chapter 28 and can be discussed using the Code of Ethics for the Public Relations Society of America. I think that before assigning this case problem, I would give the ethics quiz designed by Jack Heegar for his beginning pub lic relations class. The important point here is to estab lish in the minds of the students that there is indeed a code of ethics and that common sense in situations is re lied upon, but one person's viewpoint may differ from that; of another. 1. The research in this problem should be done regardless of how the student feels just reading the problem. It states in the case that "a very demanding situation prevails." Have the student make up what he feels is a demanding situation and have him decide both why this agency should take this job and why it should not. It is important to have the student take both sides and justify it. It will become important whether or not the firm is taking on the project because the moti- . vation is whether to please the existing client or whether it is in the interest of the agency itself to contribute to society. 177 2. Given that the agency has decided to accept the job, what planning would be necessary in terms of the agency and having the employees volunteer to help? This problem is not one of the case it self but how to deal with the work in terms of other clients, the staff of the agency, and the suppliers, the printer, photographer and so forth. Are they willing to do work on this project for free? If the agency decides to take on the project, how would you go about re cruiting suppliers? 3. Obviously the true test of the program and its importance would be to ask the question of the staff, "If we were to lose our major client, would we want to continue such a program?" Public Health: PR Case Study 11 VD Among Teenagers When the penicillin treatment for syphillis and gonorrhea was introduced, federal and state support for local disease-control programs was cut drastically in the 178 belief that VD quickly would be eradicated. Instead of vanishing, VD infection has soared, largely because of ignorance among those exposed. The spread of VD among teenagers has become critical and, to date, attempts to eradicate the disease by educating young people about the dangers involved have been less than major successes. Since teenagers seldom watch television documen taries or listen to radio public-service announcements, and they are notoriously poor newspaper readers, they have been almost impossible to reach through the mass media, at least with the messages ordinarily employed. As members of a public relations advisory board serving a public health agency, you are requested to de velop a plan effectively and economically to motivate teenagers to avoid VD, or to seek treatment promptly if infected. What channels of communication do you recommend? Make a plan and model that can be used in communi ties throughout the United States. Discussion: VD Among Teenagers This case study is important to make the students aware of an individual public that needs to be reached using alternative sources of media and gearing the campaigns 179 toward a public which cannot be reached in the normal mass media. It is also important here to realize that it is not a local problem and the program needs to be broad-based to reach teenagers in small towns as well as large cities. 1. Have the students read Cutlip and Center's Chapter 15 which deals with youth. If possible have the students visit their own Student Health Center to see what kinds of literature are available to a student population. It is important in the research stage to find out what public we are talking about. Since this is a real situation facing our nation today, have the stu dents research the real problem. Have them find out what age group of students we need to reach directly and then what types of preventative programs we could have to reach the students at the age before then. The research part of this problem is the overwhelmingly essential part of this. Most of the students can think of programs off the top of their heads, but it is essential to have them back track and get to the meat of this problem. 180 2, It is important that the student in his planning stage, forming a program, be, ' z aware of what has been tried. This is certainly not a new problem but an on going one that was so badly ignored that it is out of proportion now. It will be important for the students not to take this as a problem which faces them in their own living situation, but rather a problem for teenagers who do not read, who listen to Pop radio stations and are influenced by their peers, who are unable often times to admit that they have a problem. The program needs to deal with the situation as a medical problem rather than a moral one. It is important to keep in mind that a teenager in trouble needs to have help from someone that he or she can trust. Needed are hotlines and health care centers where teenagers can go without parental consent. Along the same lines, an education system needs to be established so that teenagers can recognize when they do have a problem. A look at the schools and the health 181 education classes will be essential. It should be included in the program that the schools become a source of distri bution for the information which is passed out rather than the student having to request it. 3. The program, based on the research and planning, should include a test market; a program tried in one city, with an evaluation and recommendations before it is sent across the country. It would be wise to test the effectiveness in small communities as well as large. It is important to have the students list all of the avenues of dissemina tion of material, including churches, youth organizations, counselors and so forth. 4. This case study is involved and requires the student to use the four step process: research, planning, implementation, and evaluation. It is essential that the student go beyong his normal research ideas and dig into the problem by going to the Health Information Service, and studying the means by which a program 182 should be handled dealing with a public that does not read. Corporate Community Relations : PR Case Study 12 Can You Correct A False Image? As members of the public relations staff of a small manufacturing company, you are disturbed by what appears to be false concepts of your firm's operations. You con vince the president that a modest survey of community atti tudes would be well worth the limited cost. Working with a reliable survey organization, you discover a seldom-stated conviction by a substantial seg ment of the community that the company has an "unwritten law" against hiring people of the Catholic Faith. You know from personal knowledge that management members are sincerely dedicated to fair-employment stan dards, although they never have felt the need to make an issue of their position. When informed of your survey findings, the management team authorizes you to take what ever steps may be necessary, and appropriate, to correct the firm's image. What do you do? 183 Discussion: Can You Correct A False Image? There is nothing worse than having an image that you don't want and don't deserve. To create a new image would be easier than correcting a fake one. This case represents a problem that many companies face today. For example, a medical Foundation was established by a Catholic woman, now deceased, who had strong ties with the Catholic Church. The Catholic identification still lingers with the Foundation today although it has doctors and donors who are of other faiths. This Catholic image has hurt the Founda tion's efforts in fund raising with non-Catholic religious groups and individuals. 1. Research. This conviction held by many people may be based on something as simple as the fact that Catholic holi days and Holy days are not recognized as company holidays, that employees have to take them as one of the option al holiday day off. It is important here to realize that management may have a strong conviction for hiring by fair employment standards but the personnel office may, for some reason, have hired more than its share of 18# non-Catholics because they are not Catholics or that the hiring person is of another faith and simply has a natural preference to hire people of his own faith. Perhaps a person of the Catholic faith was turned down for a position and used that as the reason. It is important to leave no stone un turned. There may be an underlying reason that has not surfaced. It is important to identify this, or if no reason can be found, it is important to evaluate the employment office per sonnel and check other factors which could lead the public to believe in the anti-Catholic hiring practices. 2. The planning stage should include the need to promote those employees now working for bhe company who are Catholic It is important to realize that this program may go overboard, and although be effective as to the Catholics, may rile people of other religions. A sub tle approach is needed. Publicize those people who are already working for you; have the company participate in the 185 Catholic Church programs to some ex tent; see if you can't hire a qualified Catholic when the next position opens up, or at least make sure that the Catholic community is more than aware that a position has opened up. In research and planning both, it is im portant to see what the makeup of the surrounding community is in terms of religious beliefs. It may be that the community to which this false belief stems is predominately Mexican-American and Catholic also. In the planning it is essential to go over past records of employment applications and see if in the recruitment the ad was placed in the Mexican-American community news paper. You as the public relations per son may have left out a public because of the media source. 3. The program will have to be handled with kid gloves. The Company does not want to offend its present employees. The employees need to know that the company has fair practices. I would not question the employees themselves to find out if 186 they think the company has been anti- Catholic in the past. That may create a problem in their minds which may not exist. You can find out their religious beliefs from their employment cards if they filled that portion out. It is harder now because by law you cannot ask the religious affiliation of persons when they are applying for work. 4. Another survey in a year's time will give you the feedback you need to see whether or not the program you have instituted has been effective. Your company may not in that time period have hired any people of the Catholic religion but with the program it should have altered the company's image. Recall And Consumerism; PR Case Study 13 Watch That TV! As the Public Relations Director of a medium-size firm producing a variety of electronic equipment, you have been exceptionally successful in winning acceptance for the company's consumer products. You have battled bigger 187 budgets with imaginative campaigns, and you have won in dustry recognition for your efforts. Your outstanding success has been in the field of home TV receivers, a market previously overwhelmed by giant firms. Your company makes a good product, and you have persuaded the buying public that the sets represent real value. Today, your chief engineer rushed into your office in a state of great anxiety. He disclosed to you that a series of tests completed only last night disclosed that the sets are dangerous to living organisms within a radius of ten feet. He explains that the sets are constructed with inadequate shielding, a design feature which permitted economical production. With the engineer in tow, you immediately go to the president's office to explain the problem. He listens attentively, then asks: "What shall we do?" What advice do you give your president? Discussion: Watch That TV! This case study is a frequent event when you are dealing with products. Often however it is not the company that finds out first. Frequently, the first to learn of the hazardous effect of the product is a governmental agen cy, a consumer group or someone who ends up in the hospital 188 The company in this case is lucky because it finds out first rather than being told or being taken to court. 1. This is indeed an emergency situation and because you know first, it is essential that a plan of action be revealed to all of the top management and later the employees. It is most important to know the facts. How many of the TV's were produced; how many of them have been distributed; to what cities and how many of them were sold? If you don't know how many of them have been sold, could we estimate based upon the length of time that they have been on the market. It is important to have the chief engineer explain why the tests he made now reveal this information. Were they made before, if so, what were the results then, if not, why were they not made? The press and the public will want to know why the sets were released for distribution before being completely tested for safety. On an item as expensive as a television set, we will be better able to get directly 189 to the customer and with the returned warranties we can reach a good many people. For the others we will have to have the complete cooperation of the media and broadcast news. But first we must gather all the information as to why the situation occurred before we ask the press to help us. 2. Again in the planning stage in an emergency situation we must act quickly and get to as many people who will have purchased a set that is potentially dangerous and pull all the ads and sets that are left for sale. We must inform the public nowI 3. The program should include the recovery of all the sets and proper reimburse ment, or the offer of an alternative product of higher quality in its place. In terms of long range planning we must insure against this ever happening again and that our safety standards must be enforced and upgraded. The public should be made aware of the steps that we have taken not to let this kind of product, or any product for that matter, out for 190 distribution before it has been completely tested. 4. The evaluation process will require the setting up of a disaster plan, if one has not been already established. We must determine whether our sales have dropped or have they remained constant during this crisis. We can measure the public opinion and faith in our company's other products by sales records during this emergency. Product : PR Case Study 14 Algae Flakes, Anyone? The food research division of the company you serve in the public relations department has developed a new, low-cost laboratory process for growing a sub-species of algae which, with certain additives, can be converted into a breakfast cereal that in most respects appears identical to cornflakes. Company policy requires that all major product innovations under consideration be evaluated by your de partment. You are expected to make recommendations to 191 management on such matters as supplier, retailer, and customer relations; and perhaps most important, potential problems in marketing. In addition, you are expected to suggest a product name. Assume that you have utilized 60 days in gathering the data required for decision-making. What are your recommendations to management re garding the new algae product? Discussion: Algae Flakes, Anyone? This would be a fun case to do with a group, as a group project over a week's period of time with the students able to make and use charts or whatever they desire. 1. Research to find out what the public's opinion would be of eating a product made of algae. Would it perhaps be better to play down that fact? Is the product more healthful? Does it con tain more vitamins? How does it differ from cornflakes? Cornflakes has a major portion of the market. Is there room for more? We are as suming that Algae Flakes will become a part of the breakfast food program 192 if we can get over the unappealing thought of algae. 2. Planning. Like any new product, you will need a test market and a plan of action for that test market. Whom will you test, and how? What kind of advertising will you need if your test market proves successful? Have the students find out how a new product is test marketed. 3. Program. Assuming that the test market is working and knowing that the flakes are made of algae, would you want to differentiate the product by mentioning that it is made of algae which is probably good for you or would you play it down? A good exercise is to have the students make up one minute commercials using the name of the product they have decided upon. 193 Development Of PR Program: PR Case Study 15 Public Relations For Students As students interested in public relations, you have been invited by the undergraduate student body presi dent of a major university to serve on a special policy committee. Principal responsibility of the committee is to recommend a public relations program which will implement one of the president's major objectives: to better inform the public about the university's students,their attitudes on current issues, their motivations and their goals. As a beginning, he has asked you to evaluate the idea of forming, financing, and operating a student public relations bureau on campus. He has promised, in advance, to be guided by your counsel. What would you suggest to the student body presi dent? Discussion: Public Relations For Students This, in fact, is a case study which was worked out at use which now has a student news bureau. Using the student news bureau as an example, see if the students icould make a plan to send to other colleges and universities 194 across the United States, 1. Research the need for a student news bureau. Is the university now sending out releases on students and is it enough? Is all of the news about students being referred to the university news bureau or do we need achievements and attitudes? There is an overwhelming need in most colleges and universities to set up a separate student news bureau to give students some experience and also to help publicize the college. 2. Plan how the operation end would be organized. With student volunteer help, it needs to be organized and confirmed if this plan is to go before the student body and the student body president. Decide who will be in charge of the operation, what person in the university bureau will oversee the operation and the releases that go out, and what funds will be needed to keep the operation going. If possible, see if there is room in the university news bureau to locate the stu dent one without disrupting it. It is .1 9 . 5 j great to have the guidance and counsel as well as the atmosphere of the news room. 3. Program time. What are the goals of the student news bureau? What rea listic kinds of things can we hope to achieve that are not already being achieved and what kind of operations could this grow into? Can the stu dents hope to get credit in their journalism classes as well as public relations if they are reporters for this news bureau? If so, how will the students be graded and by whom, their peers? A program for a year would be the kind of thing to take to a student body committee with the projections for future expansion. 4. Based upon the USC experience in starting the student news bureau, it would be important for the stu dents to investigate what parts of the initial program at USC were projected and how they were met. To what degree did the program have 196 success and what coiranents would they include in a plan sent to other universi ties . ! 197 Exhibit C QUESTIONNAIRE 350 First Name Last Name (Print) Major Class Age Reason for taking this class________________________________ Do you work?_____. If yes, do you work part-time or full-time? Where are you employed?_____________ What do you do? Question 1 Please define in your own words what Public Relations means to you. Include in your definition what you think the purpose, function, and activités are of Public Relations. If you need additional space, continue on back. Question 2 What skills do you consider necessary for a Public Relations person to do his or her job well? Question 3 Would you classify a person who is employed as a Public Re lations Practitioner as a professional?_____. If yes, why? If no, why not? Question 4 When you think of PR (Public Relations) what is the image you hold in your mind? 198 Bibliography Beveridge, Oscar M., Financial Public Relations. New York: McGraw-Hill Book Company^ Inc ?! 196 3” Biddlecombe, Peter, International Public Relations En cyclopedia . London: Grant Helm, 1968. Black, Sam, Practical Public Relations. New York: Sir Isaac Pitman and Son, LTD., 1970. Blumenthal, L. Roy, The Practice of Public Relations. New York: The MacMillan Company, 197 2. Budd, John F., An Executive Primer on Public Relations. Philadelphia: Chilton Book Company, 1969. Cutlip, Scott and Center, Allan, Effective Public Relations, 4th Ed., New Jersey: Prentice-Hall, Inc., 1971. Hill and Knowlton International, Handbook on International Public Relations. New York: Frederick A. Praeger, 1967. Hill and Knowlton, Members of, Current Thoughts on Public Relations. A collection of Speeches and Articles. New York: M. W. Lads Publishing Company, 1968. Jefkins, Frank, Planned Public Relations. London: Intertext Books, 1969. Notte, Lawrence, Fundamentals of Public Relations, Pro fessional Guidelines, Coneepts and Interpretations. New York; Pergamon Press, Inc., 1974. Printers' Inc., Editors and Contributors. Public Relations Idea Book. New York: Printers' Inc., Publishing Company, Inc., 1953. Simon, Raymond, Public Relations: Concepts and Practice. Ohio: Grid, Inc., 1976. Stephenson, Howard, Handbook of Public Relations. New York McGraw-Hill Book Company, Inc., 1960. Zollo, Burt, The Dollars and Sense of Public Relations. New York: McGraw-Hill Book Company, Inc., 1967. Public Relations Society of America, A Report and Recommend- Program for Action to Improve the Image of the Public Relations Field. Presented by the Special Task Force on Public Relations, November, 1975. .I.93 J

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Asset Metadata

Creator Franklin, Priscilla Craig (author)

Core Title The public relations image problem

School Graduate School

Degree Master of Public Relations

Degree Program Public Relations

Degree Conferral Date 1978-06

Publisher University of Southern California (original), University of Southern California. Libraries (digital)

Tag OAI-PMH Harvest,social sciences

Format application/pdf (imt)

Language English

Contributor Digitized by ProQuest (provenance)

Permanent Link (DOI) https://doi.org/10.25549/usctheses-c39-153174

Unique identifier UC11312434

Identifier EP64960.pdf (filename),usctheses-c39-153174 (legacy record id)

Legacy Identifier EP64960.pdf

Dmrecord 153174

Document Type Thesis

Format application/pdf (imt)

Rights Franklin, Priscilla Craig

Type texts

Source University of Southern California (contributing entity), University of Southern California Dissertations and Theses (collection)

Access Conditions The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the au...

Repository Name University of Southern California Digital Library

Repository Location USC Digital Library, University of Southern California, University Park Campus, Los Angeles, California 90089, USA