Product placements as public relations: an exploratory study of the role of the public relations firm

This article reports the results of a survey of 106 public relations firms concerning their level of involvement with product placements as part of their public relations strategies. The findings of this research suggest that public relations practitioners are active players in choosing whether to use product placements to enhance a client’s product or service. Results also indicate that practitioners are more knowledgeable about product placements than previously believed and that they are more enthusiastic about the future of product placements than their advertising counterparts.Carol J. Pardun is an assistant professor of public relations and advertising at the University of North Carolina, Chapel Hill. Kathy Brittain McKee is an associate professor of journalism at Berry College in Rome, Georgia.     

Effect of content type on impact: editorial vs. advertising

This article examines the effect of content type whether news editorial surpass advertising. An anticipated finding was that news editorial would be more believable than advertising. However, this is not supported by the results of this study. For strong arguments, news editorial demonstrated an effect similar to that of advertising. However, for the weak argument, advertising had a stronger effect than did news editorial. Although message believability may be an important determinant of attitude toward the product under some circumstances, in others, argument quality may be even more important than content type.     

Comparing advertising and editorials: An experimental study in TV and print

Publicity represents one of the most visible elements of public relations and as such draws a lot of attention from both within and outside the profession. Public relations practitioners seem to rely on the concept that news in the media has a superior value to advertising, if both messages are similar in content. This study aimed to establish the relationship between advertising and news editorials in terms of communication effects. Since public relations specialists claim that editorials are more credible and have greater impact than advertising it is clear how the results of this study could have potentially important implications for both advertising and public relations professionals.     

Environmental Concern and Situational Communication Theory: Implications for Communicating With Environmental Publics

Public relations practitioners will find Grunig's situational communication theory to be a useful tool for identifying environmental publics and their orientations toward specific environmental issues. The research reported here explores the utility of Van Liere and Dunlap's (1981) measure of environmental concern in differentiating situational publics. The data were collected by telephone survey from 1,002 adult respondents. Members of the routine public did not perceive environmental issues to be a problem because they favored economic development over concern for the environment. The fatalistic public reported watching television news about pollution and held a pro-environmental attitude. Problem recognition provided a cognitive measure of environmental awareness and was consistently associated with communication behavior. Level of involvement and environmental concern provided attitudinal measures of the respondent's orientation toward environmental issues; however, these variables were not consistently associated with communication behavior. Public relations objectives designed to increase awareness and knowledge of an organization's environmental position may be far more effective than attitudinal objectives designed to create a more favorable image for the organization in view of the fact that the relationship between cognition and communication is much stronger than that between affect and communication.     

Who Do You Say That I Am? A History of How Religion Communicators Have Often Avoided “Public Relations”

ABSTRACT

This article argues that Religion Communicators Council members have historically avoided identification with public relations—especially practices associated with Edward Bernays. Council members appear to consider Bernays’ research-based approach evil and manipulative. Instead, religion communicators follow in Ivy Lee's footsteps. The one-time journalist promised to provide honest, accurate news about his clients, not advertising. Comments in council documents have shown that since 1929 members describe themselves more as technicians and in-house journalists who provide news about their organizations than as management-level public relations counsels. These comments reflect Lee's 1905 Declaration of Principles and a public-information approach to public relations.     

Effects of government public relations on international news coverage

Using content analysis of an international newspaper and a government publication, this study examines the influence of newsworthiness and public relations efforts on international news coverage, one of the key sources for understanding other countries. Grounded in gatekeeping theory, this study hypothesizes strong relations between three variables (newsworthiness, public relations involvement, and international news coverage) in the context of several South Korean news stories.     

How public relations functions as news sources in China

This study re-conceptualizes the interaction between public relations (PR) practitioners and journalists in news construction. Proposing a new conceptual framework of “news-source involvement,” this study applies two dimensions – “involvement width” and “involvement density” – when examining how information and/or stories generated by PR people affect news coverage. Empirically, this study identifies seven types of news sources derived from a systematic content analysis of 1600 stories in four selected Chinese newspapers from 2001 to 2010 – 10-year period. The major findings include: (1) information subsidy has become a popular phenomenon in China; (2) over the past decade, the Chinese government has been slowly but surely becoming more tolerant of public's expression of their opinions relating to social and political issues. Though the government remains as the dominating “news source” for newspapers, other non-mainstream news sources (e.g. grass-root civilian) have emerged. Growing from the used-to-be “silent mass,” they have become the “subordinate majority” nowadays, having strong influence in certain coverage; and (3) PR people as one of the major news sources, interact with media in a selective manner; and such interaction takes places largely on tactical level.     

The nature of conflict in firm-client relations: A content analysis of public relations journal 1980–89

Determing the sources of conflict in public relations firm-client relations is the first step toward managing such conflict productively. A content analysis of firm-related articles in Public Relations Journal from 1980–1989 yielded a total of 45 conflict issues. The key issues recurring whether the conflict was attributed to the firm or the client were concerns over knowing each other's businesses, contributing to a consistent communication flow, finances, and “chemistry.”For the most part, conflict issues for public relations firms paralleled those for advertising firms as reported in the advertising agency literature. Exceptions were top ranking public relations firm issues related to research and billing and for clients, prompt payment. Advertising issues not directly found in the public relations literature included defensiveness, blame placing and the number of approval levels.     

Corporate actors in Western European television news

News about corporations can be understood as an interdependent relationship among the public relations function, organizational logic and the logic of the media. This research addresses the visibility and role of corporate actors in Western European public television news. A quantitative content analysis was conducted of a representative sample of six primetime news programs (N = 139) in 2006. The results show that corporate actors do not appear very often in the news, that they are part of a civil-economic coalition and join the public debate about issues. Promotion of products, brands and organizations is hardly visible.     

Advertising value equivalence—PR's orphan metric

The academic approach to measurement and evaluation has long favoured social science methodologies (0050, 0260 and 0315), but there has been persistent, widespread practice use of advertising value equivalence (AVE) to express the economic and financial value of public relations activity. This paper investigates the evolution of AVE and discusses whether it arose from clippings agencies, press agentry or other influences on public relations, such as advertising and product promotion.     

How organizations want to be viewed: Public relations photographs in online wire services

The study explored the characteristics of photos in online news wire services. Nearly 70% of the photos represented product, CEO and events when examining photo content. The most distinguished purpose of the public relations photos were publicity and public announcements, followed by image building. Almost all of the publicity photographs were provided by business/industry organizations. Supporting arguments for the independence of public relations do not seem to be voiced by public relations practitioners in the analysis of photos.     

The saga of the Crown Pilot: framing,reframing, and reconsideration

In 1996, Nabisco discontinued production of its longest running product, the Crown Pilot cracker. This move prompted public protest and subsequently garnered widespread media attention. Based on the sustained news coverage and a barrage of telephone calls, e-mails, and letters, Nabisco eventually relented and resumed production of the Crown Pilot.This case study focuses upon the “frames” used in the media coverage to help audiences interpret news stories about the Crown Pilot situation. The research attempts to explain how the public relations efforts of both the protesters and Nabisco influenced the framing. Because framing choices are among the most critical strategic decisions in the public relations process, the study has ramifications for public relations researchers interested in the concept and practitioners concerned with publicizing a variety of issues.     

International public relations’ influence on media coverage and public perceptions of foreign countries

The purpose of this study is to examine the influence of international public relations on a target country's news coverage and public perceptions toward other countries. This study proposed a public relations influence model of national image formation and tested its relationships based on 27 countries’ public relations effort targeting the U.S. news coverage and publics. This study found that (1) public relations of other countries in the U.S. had a direct impact on how significantly the U.S. public perceived those countries; (2) the more prominently and favorably foreign countries were covered by the U.S. news media, the more significantly and favorably the U.S. public perceived and felt toward those countries.     

Presidential Priming: Incumbent and Challenger Advertising

This study focuses on the influence of television advertising to prime voters to evaluate candidates based on policy issues or personal image attributes. Results come from a content analysis of presidential political advertisements, newspaper stories, network news stories, and a national survey during the 1996 campaigns. The study found support for advertising priming in the aggregate. Mixed support was found for the influence of individual campaign advertising and the news media to influence voters' evaluation of the candidates. The analysis did show a strong role for the traditional party challenger to prime voters about himself and his major opponent.     

Writing in the public relations curriculum: practitioner perceptions versus pedagogy

Educators and practitioners seem to agree that writing is a public relations curriculum fundamental. An examination of the writing requirements of 152 ASJMC accredited public relations programs indicates that only a little more than half (57%) require a news writing course. Fewer require a public relations writing course (51%). Nearly 200 public relations practitioners were surveyed as to their perceptions of college public relations educators’ writing emphases. This exploratory study’s findings suggest that practitioners believe both news writing and public relations writing classes should be mandatory for public relations students; they offer slightly stronger support for news writing. Recommendations include requiring writing-intensive coursework, overall, and encouraging students to seek journalism experience through campus news outlets.     

Religion News in Israel

In this study I examine the coverage of religion in the Israeli media. An analysis of religious content in newspapers, radio, and television over a 2-month period found that religion received relatively high coverage over other categories of news. However, when broken down by religion, the coverage was found to be limited almost entirely to the Jewish faith and to the Orthodox streams of Jewry. Religion news in the secular media was mostly limited to a handful of themes, notably religious political parties, religious public personalities, and rabbis. The centrality of secular–religious relations in the Israeli public arena resulted in the subject often being addressed in the media, particularly in discussive program formats in the electronic media. The heavy focus in religious content on the Orthodox communities, particularly the ultra-Orthodox Haredi community, produced a negative stereotype of the Orthodox, widening yet further the secular–religious divide.     

International public relations as a predictor of prominence of US news coverage

This study aims to test the public relations efforts of other countries as a predictor of their newsworthiness in the US news media, after controlling for national traits and social significance. Based on a content analysis of US newspaper and television news coverage (New York Times, Washington Post, ABC, NBC, CBS, and CNN) of 97 countries, this study found that the public relations of other countries’ governments is a significant predictor of these countries’ prominence in the US news coverage.     

Public relations practitioners’ management of fake news: Exploring key elements and acts of information authentication

Using a thematic analysis of open-ended questions answered by current public relations practitioners in the United States, this study examined how public relations (PR) practitioners currently understand fake news and the strategies they use to verify information. Fake news is conceptualized as an important organizational issue that requires monitoring and management by PR practitioners. Participants identified manipulative intentions and misleading content intended to harm reputation as key elements of fake news. The current findings suggest that PR practitioners rely on both traditional news media and crowdsourcing to verify information. Finally, to differentiate clients’ content from fake news, participants emphasized the need to maintain control as the official source of information, avoid any controversies in official responses, and adhere to PR professional standards and ethics.     

WAR PROGRAMMING: The Propaganda Project and the Iraq War

The invasion of Iraq was justified to the American people by a sophisticated propaganda campaign that reflected a think tank's vision for a new foreign policy. One objective of this article is to set forth a theoretical argument for analyzing modern propaganda campaigns as a feature of mass-mediated discourse crafted by think tanks and highly organized claims makers. We propose that the current structure of policy and critique is now institutionalized and formatted as War Programming, which connects criticism within a narrative sequence, including critiques and reflections about journalistic failings. The scope of the action is so immense that it precludes and preempts its critique. The second objective is to show how the rationale for the invasion was developed as a "public conspiracy" over a decade by the members of the Project for a New American Century (PNAC). The third aim of this article is to describe and clarify why the PNAC plans for Iraq and an imperialist foreign policy received very little news media coverage. Qualitative content analysis of news materials suggests that the news sources and media shared a logic and perspective about "timely and entertaining news." The PNAC plan was not publicized by the major news media because it fell outside the focus of the Bush administration's propaganda campaign to demonize Iraq and its leader Saddam Hussein, who was held to be responsible for attacks on the United States. The implications of such a well-organized propaganda campaign for future news coverage of war are discussed.     

Activist efforts of the Center for Media and Democracy to affect FCC policy for video news releases

The study reviews FCC policy about identifying the source of video news releases (VNRs) and looks at the activist efforts of the Center for Media and Democracy (CMD) to affect policy. The FCC rules about VNR use are clear: stations are not obligated to identify the source of footage taken from video news releases if there are no sponsorship issues (payment for placement) unless VNRs concern political or controversial issues. The basic argument is whether source identification of VNR material should be self-regulated by journalists or regulated by the government as advocated by the CMD. The study looks at efforts of the Center for Media and Democracy (CMD) to affect the practice of public relations through pressure to regulate video news releases by examining discourse and calls for action on the CMD Web site, responses by other organizations including the Radio and Television News Directors Association (RTNDA), and resulting FCC actions in order to examine the role of activism in the VNR debate. It found CMD efforts influenced the debate by serving an issues activation and agenda-setting function that resulted in news coverage and triggered an FCC investigation of VNR use, but was not successful in the attempt to change policy.