Solution Manual for The Practice of Public Relations, 14th Edition

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The Practice of PublicRelationsFourteenth EditionFraser P. SeitelSolution ManualJames A. Lingwall

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1-1Part I: EvolutionChapter 1: Defining Public RelationsTeaching Perspective—Chapter OverviewChapter 1 explains and clarifies the function of public relations. It demonstrates that thereis no one generally accepted definition, but rather many approaches to defining publicrelations. It explains that because of this fractured identity, the practice of public relationsis often misunderstood. At the same time, in the first two decades of the 21stcentury, thepower and value of public relations have never been greater. Indeed, it is clearly a growthindustry.But—and here is the keybut—the chapter makes it clear that the essence of publicrelations lies in the ethical underpinnings of the field. Public relations, stated simply,comes down todoing the right thing. And the chapter tries to reinforce to students, theimportance of this thesis; that it istelling the truththat lies at the essence of publicrelations counsel.Spin, as the chapter suggests, is antithetical to that thesis. Spin, in otherwords, is the enemy of professional public relations professionals. Instructors shouldwork hard to hammer home this concept. That’s why Chapter 1 and every other chapterin the text features ethical cases.Chapter 1 also stresses the importance of public relations as aplanned process toinfluence public opinion—one that answers to top management and deals directly withthe critical publics on whom an organization depends.The epic fall of movie mogul Harvey Weinstein and the rise of the #MeToomovement are chronicled in the case study at the end of Chapter 1. The subject of theFrom the Topinterview at the chapter end is Harold Burson, arguably the most reveredpublic relations practitioner in the world today.Among topics discussed in Chapter 1 are:Prominence of public relationsWhat is public relations?Influencing public opinionManagement interpreterPublic interpreterPublic relations publicsPublic relations functionsThe sin of “spin”What manner of man or woman?

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1-2A Question of Ethics: Harvard Disinvites a LeakerConsider the events at Harvard, one of the world’s most prestigious universities, duringthe fall of 2017.Among those honored as part of the class of 2017 Visiting Fellows was ChelseaManning, a former U.S. Army intelligence analyst. Manning had become a householdname four years earlier after being court-martialed and sentenced to 35 years in prison forviolating the Espionage Act and other offenses, after leaking thousands of classified,confidential, and sensitive military documents to WikiLeaks.Manning’s invitation drew immediate, widespread criticism, placing Harvard squarely inthe middle of a public relations crisis. Within days, Harvard got the message. HarvardKennedy School Dean Douglas Elmendorf announced that the university was rescindingthe invitation to Manning, taking blame for what he called a “mistake.”As this case illustrates, no matter where you work—company, government body, tradeassociation, sports team, or academic institution—the practice of public relations loomslarge.Possible Answers1.Some students may argue that the university had every right to exercise theiracademic freedom in inviting Manning as a Visiting Fellow. Others may counterthat inviting a convicted felon and a leaker of classified information sent entirelythe wrong message to key stakeholders. Some students may even contend that theuniversity’s invitation was downright unpatriotic. Students should be asked tojustify their thinking.2.Some students may argue that Harvard had no other choice than to disinviteManning, given the immediate, widespread criticism. After all, the publicrelations damage was just too extensive. Other students may contend that theuniversity should have maintained a spirit of academic openness and honored theManning invitation despite public pressure. Again, students should be asked tojustify their thinking.3.As Harvard’s public relations director, one could have advised the KennedySchool in advance to reconsider inviting Manning in order to avoid thecontroversy and negative optics. Once the invitation was made, the publicrelations director could encourage Harvard to embrace the controversy, promotingthe Visiting Fellows program as an ultimate search for truth, despite itsdifficulties. Such a discussion demonstrates the importance of open, spiriteddiscussion in our democracy.

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1-3Discussion Starters1.1.Public relations has never been more prominent. In a world linked by satellites,social media, the Internet, and cellular technology, how one communicatesbecomes increasingly more critical.1.2.According to PRSA’s 2012 definition, “Public relations is a strategiccommunication process that builds mutually beneficial relationships betweenorganizations and their publics.” Public relations can also be defined as aplanned process to influence public opinion, through sound character andproper performance, based on mutually satisfactory two-way communication.1.3.Public relations means different things to different people. It is a confusing termto most, who are unfamiliar with its functions. Many public misperceptionsarise from media stereotypes of the profession as spin-oriented and concernedwith appearance over substance. The presidency of Donald Trump has onlyserved to further confuse the public as Trump behaves unethically, spinsextensively, and invents endless publicity stunts to show voters what he wantsthem to see. This all occurs regardless of Trumps actual performance - breakinganother key tenet of public relations.1.4.Planning is an essential factor in effective public relations. The success of apublic relations program depends on knowing the goals for whichcommunications are intended.1.5.Action, or performance, is the most critical component. You cannot createeffective communications without proper performance.1.6.Advertising and marketing promote products and services. Public relationspromotes an entire institution.1.7.Among the United Way’s most important publics are its donors, its employees,and the recipients of its charity.1.8.The seven functions of public relations practice are: 1) writing, 2) planning, 3)researching, 4) publicity, 5) media relations, 6) consumer relations, and 7)government relations.1.9.Professional, effective public relations is about truth, honesty, and integrity.“Spin” is the enemy, and is to be avoided at all costs.1.10. Technically, public relations professionals must have knowledge of a) the publicrelations field, b) communications, c) technology, d) current events, e) businessand f) management. Attitudinally, public relations professionals must a) be pro-communications, b) be advocates for their organizations, c) be oriented towardcounseling, d) be ethical, e) be willing to take risks, and f) be positive.

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1-4Case Study: Publicity Punctures a Powerful PariahFor decades, the worst-kept secret in Hollywood was that Harvey Weinstein, motionpicture mogul, confidante of Presidents and politicians, and creator of instant stardom forobscure actors and actresses, was a serial sexual harasser.His inexcusable behavior may well have continued to be covered up by confidential legalsettlements had it not been for the power of publicity. The wall came crumbling down forHarvey Weinstein in October 2017 with a front-page headline inThe New York Times,“Harvey Weinstein Paid Off Sexual Harassment Accusers for Decades.” His career andpersonal life were ruined, alongside those of many around him.The one positive development coming out of the Harvey Weinstein saga was theimmediate impact it had on women—and men—coming forward publicly to expose othersexual abusers.Actress Alyssa Milano started a “#MeToo” hashtag to denounce sexual abuse andharassment, and the crusade spread around the world. Within months, famousbroadcasters, likeToday Showhost Matt Lauer and PBS interviewer Charley Rose;politicians, like Minnesota Senator Al Franken and Michigan Congressman JohnConyers; and artists, like painter Chuck Close and opera conductor James Levine, andmore than 100 other famous people were publicly accused as being sexual harassers.After decades of silence, millions of people were now speaking out against sexual abusein the workplace and elsewhere. Milano told a TV interviewer, “We are going to be vocaluntil this stops. Not one more. It stops here.” Thanks to the megaphone of publicity andpublic opinion, an international crusade was born.Answers1.11. As public relations director of The Weinstein Company, the only ethical courseof action would be to advise Weinstein to face his accusers honestly in themedia, tell the truth, and if necessary, resign his post. If he would not heedpublic relations counsel, the only ethical course of action would be to resignone’s position. This course of action is consistent with all definitions of publicrelations listed in Chapter 1 and throughout this book.1.12. As poet William Shakespeare famously wrote, “The truth will out.” As publicrelations director for NBC, one should have advised executives to carefullyinvestigate the story and then air it promptly before competing mediaorganizations did the same.1.13. Lisa Bloom and David Boies: As everyone is entitled to legal counsel, onemight advise Bloom and Boies that of course, it is permissible to continuerepresenting Weinstein as attorneys. However, their client, and what they didfor him, are certainly not good for career longevity.

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1-5Sitrick & Company: As with the Weinstein Company, the only ethical course ofaction for Sitrick would be to advise Weinstein to face his accusers honestly inthe media, tell the truth, and if necessary, resign his post. As Seitel notes, youcan’t put lipstick on a pig. If Weinstein would not heed public relations counsel,the only ethical course of action would be to resign one’s position and leave theclient to fend for himself.1.14. As illustrated throughout this chapter, the practice of public relations is builtupon establishing and maintaining mutually beneficial relationships with keypublics. One could advise the #MeToo movement that they have a primeopportunity to launch a worthy social campaign that would certainly have“legs” across many settings and platforms. I would also advise them to firstconduct public relations research on previous similar campaigns and toempower victims as key influencers in the campaign.Chapter 1 Review Quiz (* Indicates Correct Answer)1.Public relations can be defined as:A. Marketing a firm’s products.B. Management of communications between a firm and its publics. *C. Publicizing the products of a firm.D. Advertising to sell products.2.A valid definition of public relations is the following:A. An organization’s efforts to win the cooperation of groups of people.B. Persuasive communications designed to influence specific publics.C. The art of analyzing trends, predicting their outcomes, counselingorganizational leaders, and implementing planned programs to serve both theorganization’s and the public’s interest.D. All of the above. *3.The job of a public relations professional is very much that of a/an:A. Interpreter. *B. Mouthpiece.C. Shill.D. Advertising agent.

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1-64.The “essence” of the practice of public relations is:A. Promotion.B. Marketing.C. Truth. *D. Publicity.5.Social media has made a _______________ impact on public relations.A. MinimalB. SomeC. NegligibleD. Significant *6.Often in a political campaign, the vote of the _______________ is critical.A. TraditionalB. MarginalC. Uncommitted *D. Active7.Effective public relations means practicing _______________.A. Proper product packaging.B. Obfuscation and subterfuge.C. Aggressively posturing a difficult point of view.D. Ethics, truth, and credibility. *8.The key element of the R-A-C-E process of public relations is _____________.A. Action. *B. Audience.C. Analysis.D. Attention.9.Winning goodwill for an organization can be done relatively quickly.A. True.B. False. *10. The key to public relations success today is simple: product publicity, impressivetours, and a smile at the teller’s counter.A. True.B. False. *

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1-711. Two leading public relations organizations are the Public Relations Society ofAmerica and the International Association of Business Communicators.A. True. *B. False.12. Public relations is effective as a temporary, defensive measure to compensate formanagement misjudgment.A. True.B. False. *13. Supervisors, clerks, managers, stockholders, and the board of directors areexamples of “external” publics.A. True.B. False. *14. In the early 21stcentury, public relations has been used for both good and evil, aswe have seen in the activities of the “Islamic State” or ISIS. Describe some ofthese public relations activities.ISIS used an aggressive social media campaign to release statements of itsconquests and major battles. It staged elaborate events, particularly parades, toshowcase the weapons it captured. ISIS posted chilling high-quality videos oftorture and beheadings of prisoners, including American journalists, to underscoreits brutality.As ISIS used its public relations power in seizing parts of Iraq and Syria, itreplaced the equally demonic Al Qaeda as terrorist enemy number one.15. If you were the head of the Democratic/Republican Party and learned that alobbyist had subsidized a congressman’s trips and lifestyle, in violation ofcongressional ethics rules, what would you recommend?Take immediate action and announce it to the American public. The key to properpublic relations is full disclosure of all facts. Integrity and credibility, particularlyof the people’s chosen representatives, cannot be compromised.Chapter 1: Essay Examinations1.Describe the practice of public relations.Public relations is a process that “harmonizes” long-term relationships amongindividuals and institutions. There is no one definition. But the proper practice of

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1-8public relations involves: 1) researching the attitudes of the public about anorganization, idea, product, or individual, 2) identifying action within theorganization that answers the public need, 3) communicating to the public aboutthat action, and 4) evaluating the results of that communications program.2.Discuss the concept of “spin.”“Spin” means defending your client or employer—right or wrong, truthful oruntruthful, honest or dishonest. It also means covering up their unethicalperformance by “spinning” a story or the facts behind an issue. Spin is anathemato the proper practice of public relations, and should be dismissed and disdainedby any practitioner. True public relations professionals don’t spin. Instead, theycommunicate truth.

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2-1Chapter 2: The History and Growth of Public RelationsTeaching PerspectiveChapter 2 summarizes the history of public relations – from the Sophists in Greece to theearly American experience to modern-day leaders. The study of public relations history isimportant in explaining to students how and why this relatively new field came intobeing. In addition, the chapter discusses the pioneers in the field and what theycontributed.It’s important to indicate to students that while public relations antecedents stretchback over time – as long as individuals tried to persuade others to adopt their cause – thepractice itself is very much a recent phenomenon. Ivy Lee assisting John D. Rockefeller,Jr. at the turn of the last century arguably “founded” the modern practice of publicrelations. The first public relations course was taught at New York University in 1923.The point is that modern public relations practice is not yet even 100 years old. Itshistory is still being written. Its leaders, therefore, are those teaching – and learning – inthe practice as we speak. So the responsibility to help build this field lies with each of itspractitioners and students.The Case Study at the end of Chapter 2 chronicles the dubious presidentialelection of Donald Trump. The subject of theFrom the Topinterview is Edward Bernays,a 20th-century public relations luminary who pioneered the application of the socialsciences to public relations.Among topics discussed in Chapter 2 are:Ancient beginningsEarly American experienceLater American experienceIvy Lee: The real father of modern public relationsThe growth of modern public relationsPublic relations comes of agePublic relations educationA Question of Ethics: Burson Fumbles Facebook FlapIn this mini-case, the venerable Burson-Marsteller was caught trying to make Google,their client’s competitor, look bad by approaching media members and bloggers with a“whisper” campaign about one of its products.In failing to reveal that they were representing Facebook, the two Burson employeescommitted a cardinal public relations sin, according to the PRSA Code of ProfessionalEthics.

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2-2One blogger was so enraged with the staffer’s actions that he posted Burson’s entire pitchonline. The story took off and grabbed media headlines across the world. Given thenature of media and the fact that it is uncontrolled information, Burson should have seenthis coming a mile away.Burson’s clumsy attempt to disparage a competitor led to considerable embarrassment atboth Google and Facebook. To put it mildly, Burson-Marsteller was chastened.PRSA was quick to denounce the “fake news” efforts: “This reflects poorly upon theglobal public relations profession. Burson took the road of misleading and not disclosingwho they were representing.”Possible Answers1.The Burson team would have been wise to consult Chapter 1 of this text, whichadvises us that true public relations is based on sound character and properperformance. Spin is the enemy and must always be avoided. Instead, theemployees should have built a straightforward campaign based on Facebook’spositive attributes.2.Ideally, yes. Although some cynics claim that “the best public relations isinvisible,” leading practitioners (including the historical luminaries discussed inthis chapter) have always held that honest and openness is the only credibleapproach.Discussion Starters2.1.The factors influencing the spread of public relations in society were: 1) thegrowth of big institutions, 2) increasing incidence of change, conflict, andconfrontation in society, 3) heightened awareness of communications, and 4)increased importance of public opinion.2.2.P.T. Barnum was a shameless self-promoter who deceived as much as heinformed.2.3.Samuel Adams organized Committees of Correspondence as a kind ofrevolutionary Associated Press.2.4.Muckrakers reported the abuses of robber barons, thus leading to the creation ofpublic relations professionals to explain the other side.2.5.Both Lee and Bernays were among the first to realize that everyone deservedhis or her day in the court of public opinion.

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2-32.6.Both were effective forces in mobilizing public opinion in support of the UnitedStates and its objectives. They set the foundations for today’s United StatesInformation Agency.2.7.Arthur Page was a pacesetter as one of the first corporate public relationsprofessionals, whose aim was to promote AT&T as an ethical and crediblecompany.2.8.Today, most public relations education programs are situated within colleges,schools, and departments of journalism and/or communication. However, giventhe growing influence of public relations within all organizations and acrosssociety, public relations education should also be incorporated into businessprograms at colleges and universities.2.9.The importance of communications in every sector of society has propelledpublic relations practice to center stage. The field’s major associations boastgrowing membership. Together, the agencies that dominate the public relationspractice earn revenues in the billions of dollars. And public relationsprofessionals are important figures in every sector of society.2.10. The encroachment of the field by practitioners of other disciplines is a concern.So is the small number of minority practitioners and the number of women inmanagement positions. The Internet, social media, and how these should best be“harnessed” are other issues of importance. Issues related to respect continue todog public relations professionals, who must constantly strive to convince theiremployers of the merit and importance of what they do.Case Study: The Election that Shook the World….and Tested Public RelationsDonald Trump’s dark-horse presidential victory was a dubious triumph for the practice ofpublic relations. For decades, Trump had meticulously constructed a public persona builtprimarily on public relations publicity, special events, media appearances, and round-the-clock image maximization.On the other hand, Trump’s climb to power ran afoul of many principles in the effectiveand ethical use of public relations. While effective public relations begins with realachievement, truthfully communicated, Donald Trump’s publicity quest has never beenparticularly concerned with either“achievement”or“truth.”Telling the truth, of course,is essential to the proper practice of public relations. So the criticism that Trumpfrequently lies was bothersome to many public relations professionals.Public relations counselors also preach the importance of“doing your homework.”Trump has rarely given the impression that he cares much about preparation. While theother candidates showed up prepared for set stump speeches and meetings withconstituents, Trump rallies were more free-wheeling affairs. But in his unorthodoxy,Trump has still embraced one important public relations principle:Keep your primarymessage clear.

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2-4From one dizzying day to the next—both positively and negatively—President DonaldTrump continued to stretch the bounds of traditional public relations strategies and tacticsand confound the world.Possible Answers:2.11. As an ethical public relations advisor to candidate Trump, one might advise himto follow the time-tested principles of ethical conduct, positive performance,relationship building, and then communicating the substance of thatperformance to key publics. But of course, that advice would run counter toTrump’s persona and underlying motivations. Providing public relationscounsel to such a person would probably prove to be a futile task.2.12. As an ethical public relations advisor to candidate Trump in competing withHillary Clinton, one should advise him to take the high road in debates and onkey issues, to back off on the personal insults, and to do his homework beforespeaking engagements. However, we are living in strange political times. Thispublic relations counsel might well have caused Trump to lose support amonghis base and lose the presidential campaign.2.13. As we will learn in the Government Relations chapter of this text, thepresidential press secretary is charged with serving in a boundary role betweenthe president and the American people. It is a high public trust. Therefore, asSean Spicer, it would be highly unethical to knowingly inflate the size of theInauguration Day crowd. One should explain this to the president, and if hecould not understand this reality, resign the position.2.14. This is a difficult question to answer, because Donald Trump has alienated sucha large segment of American society through his words and actions. Indeed, hisdaily existence in the Oval Office seems to be antithetical to the ethical practiceof public relations. Good advice would be to start telling the truth and to act inaccord with the public interest. Also, plan out public relations initiatives inadvance instead of resorting to the improvised chaos for which he is so wellknown.Chapter 2 Review Quiz (* Indicates Correct Answer)1.Among the fundamental trends related to the evolution of public relations is thefollowing:A. The growth of “big institutions.” *B. The increasing incidence of agreement in society.C. An increasing naiveté of people about what is going on around them.D. All of the above.

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2-52.The precursor of today’s lobbyists were the:A. Romans.B. Committees of Correspondence.C. Sophists. *D. British loyalists.3.The first Presidential press secretary was:A. Sam Adams.B. Edward Bernays.C. Ivy Lee.D. Amos Kendall. *4.The reputed originator of the line, “The public be damned!” was:A. J.P. Morgan.B. Henry Clay Frick.C. William Vanderbilt. *D. John D. Rockefeller.5.The “muckrakers” were:A. Reporters and editors. *B. Robber barons.C. Early public relations practitioners.D. None of the above.6.Public relations pioneer Ivy Lee was criticized for his involvement with:A. The Creel Committee.B. The German Dye Trust. *C. Seton Filmways.D. The American Tobacco Company.7.In the 21stcentury, manipulation of the world’s ____ has become a disturbingobjective of terrorists.A. TrainsB. ShipsC. Media *D. Political system

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2-68.P.T. Barnum is beloved by public relations professionals.A. True.B. False. *9.The Great Depression gave no impetus to the development of corporate publicrelations.A. True.B. False. *10. The basic principle of successful corporate public relations is to make suremanagement thoughtfully analyzes its overall relation to its publics.A. True. *B. False.11. McClure’s magazine had an anti-industry bias.A. True. *B. False.12. To advocate ratification of the Constitution, political leaders like AlexanderHamilton and James Madison banded together, under the pseudonym Scandalous.A. True.B. False. *13. What were the four fundamental trends that helped shape public relations?The growth of “big institutions.”The increasing incidence of conflict and confrontation in society.The heightened awareness of people everywhere because of more sophisticatedcommunications technology.The outbreak of democracy in the world.14. Why is public relations more important for organizations today?The credibility of organizations today is challenged constantly, and their role insociety changes instantly.Expectations of an organization’s responsibilities have increased today.Emerging technologies of the computer age put added pressure on an organizationto adapt continually to the standards of society.For all these reasons, good public relations is no longer an option, but a necessity.

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