Public Relations Whats the Secret

1
Public RelationsWhats theSecret?

• Establishing a Public Relations Committee

By Dr. William B. Brunk, 33, SGIG in North
Carolina
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What is Public Relations?

• The phrase was first used by President Thomas
  Jefferson in address to Congress in 1807.

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

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Example

• Corporationssupport of sales
• Tobacco industry
• Torches of Liberty Contingent
• Product placement

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Example

• Non-profitssupport of fund-raising and
  participation

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Example

• Politiciansattract votes raise money support
  policies
• Press conferences
• Town meetings
• Press releases

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PR Can Benefit Freemasonry

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

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Audience Targeting

• Audience targeting
• Market research
• Soccer moms
• NASCAR dads

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Press Releases

• Press releases
• Written statement distributed to the media
• Fundamental tool of public relations
• Must be newsworthy

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Use of the Internet

• Optimized press release
• Carefully selected key words
• Attractiveness to search engines

12
Spin and Spin Doctors

• Selectively presenting facts and quotes to
  support ones position (cherry picking)
• Non-denial denial
• Phrasing that assumes unproven truths
• Euphemisms to disguise or promote ones agenda
• Ambiguity

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Spin and Spin Doctors

• Skirting
• Rejecting the validity of hypotheticals
• Out-and-out denial
• Spin Doctors
• Bill OReilly The No-Spin Zone

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Managing Language

• Choose words with the right connotation
• Death Tax vs. Estate Tax
• Climate Change vs. Global Warming
• Masonic buzz words
• Secret
• Cult
• Men only

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Playing Up Weaknesses

• Playing up weaknesses
• Any publicity is good publicity
• Jessica Simpson
• Chicken of the Sea
• Liquid Ice

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Managing Mistakes

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

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Managing Mistakes

• Dick Cheney, 2006
• Hunting accident
• Jet Blue, 2007
• February snowstorm
• Passenger Bill of Rights

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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.

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Homework Assignment

• Establish a PR Department or Committee
• Each Valley
• Finding the right people especially the
  Chairman
• Contact with the media
• Energy
• Complete the assignment within 90 days

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The Ultimate PR Secret

• Think Like a Reporter!!!

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Public RelationsWhats theSecret?

• Establishing a Public Relations Committee

By Dr. William B. Brunk, 33, SGIG in North
Carolina