Public Relations Whats the Secret?

Establishing a Public Relations Committee

What is Public Relations?

Term first used by US President Thomas Jefferson in address to Congress in 1807

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

A Definition of PR

Bernays never deviated from his fundamental axiom to "control the masses without their knowing it."

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

PR vs. Advertising

CostAdvertising is EXPENSIVE; PR is essentially NO-COST Creative control vs. no control

Example
Corporationssupport of sales
Tobacco industry
Torches of Liberty Contingent1929 New York Easter Parade with women smoking Product placementTV shows, movies, etc.

Example
Non-profitssupport of fund-raising and participation Politiciansattract votes; raise money; support policies
Press conferences Town meetings Press releases

PR Can Benefit Freemasonry

Direct support of our vision Help prospective members find the door Promote positive rather than negative image

Audience Targeting

Market research
Soccer moms Nascar dads

The Press Release

Written statement distributed to the media Fundamental tool of public relations Must be newsworthy Used properly, extremely effective

Press Release Format

Who is sending the message / contact information The words For Immediate Release and the date A headline or title

Press Release Format

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

Valley Example

Use of the Internet

Optimized press release Carefully selected key words Attractiveness to search engines Proper headlines Text links Landing pages

Spin and Spin Doctors

Selectively presenting facts and quotes to support ones position (cherry picking) Non-denial denial Phrasing in a way that assumes unproven truths Euphemisms to disguise or promote ones agenda Ambiguity Skirting Rejecting the validity of hypotheticals Out-and-out denial Spin Doctors - Bill OReillyThe No-Spin Zone

Managing Language
Choose words with proper connotation Death tax vs. estate tax Climate change vs. global warming Masonic buzz words Secret Cult Men only

Playing Up Weaknesses
Any publicity is good publicity Jessica Simpson
Chicken of the Sea
Is this chicken, what I have, or is this fish? I know its tuna, but it says, Chicken by the Sea.

Liquid Ice
Is it really liquid, or is it ice?

Managing Mistakes
Gerber, 1986
Glass in food

Tylenol, 1986
Cyanide poison

Exxon, 1989
Prince William Sound oil spill

Managing Mistakes
Dick Cheney, 2006
Hunting accident

Jet Blue, 2007

February snowstorm Passenger Bill of Rights

O.J. Simpson, 2007

Book, If I Did It

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

Masonic Branching Out

Disney

Partnering with major corporations

National Treasure: Book of Secrets

Golf tournament sponsorship

Liberty Mutual, Food Lion

Use of philanthropies
RiteCare Scottish Rite Scholarships JROTC Medals

Establish a PR Committee
Each Valley
Coordinate and work with Orient Committee

Finding the right peopleespecially the Chairman

Contact with the media Energy

The Ultimate Public Relations Secret

Think Like a Reporter!!!