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Public Relations & Reputation Management (Vrije Universiteit Amsterdam, 2019/2020)
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Samenvatting Corporate Communication (825051-B-6)
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HC 1Public (audience) + Relations (communication)
Public Relations defines the function or activity that aims to establish and protect the reputation of a company
or brand, and to create mutual understanding between the organization and the segments of the public with
whom it needs to communicate.
• Mutual understanding: consistency between how an organization wishes to be seen and how it is seen
Reputation
Corporate communication is a management function that offers a framework for the effective coordination of
all internal and external communication with the overall purpose of establishing and maintaining favorable
reputations with stakeholder groups upon which the organization is dependent.
But why is it relevant?
, A little history of Public Relations
Public Relations have always existed somewhat informally: they have a role in capturing the attention of the
public and mobilizing citizens. It is not a surprise that some of the oldest PR material we have today is
connected to political propaganda, or recruitment for wars.
In the early 1900s, with the Industrial Revolution, and the development of advertisement as a structured
concept, Public Relations became more formalized.
In 1900 the Publicity Bureau is founded in Boston. Meanwhile, similar institutions begin to appear in the UK.
Edward Bernays
• Considered to be the founding father of Public Relations as a discipline
• Was the nephew of Freud and deeply influenced by his theories about the subconscious
• Introduced the concept of the focus group and worked with tobacco brands and other controversial
products
Bacon & Eggs
"When Bernays was asked by the Beechnut Hacking Company to improve its bacon sales, he devised a
campaign to turn bacon and eggs into the quintessential American breakfast. First, he surveyed a group of
medical professionals to get their recommendations that people eat hearty, nutririous breakfasts. Then, he sent
the survey results to 5,000 physicians, along with pubblicity touting bacon and eggs as a nutritious breakfast."
Torches of Liberty
"One of Bernays’ legendary publicity stunts occurred in 1929 when he persuaded a group of NYC debuttantes to
march down Fifth Avenue in the Easter Parade, openly smoking cigarettes. At the time, smoking was considered
unfeminine and inappropriate for women with any social standing. Only prostitutes smoked cigarettes in public.
He sent photographs of the event, which he dubbed the “torches of liberty contingent”, to newspapers, implying
that the young women’s lighting-up was a statement of rebellion against the norms of a male-dominated
society. What Bernays did not say was that he had been paid by the American Tobacco Company to find a way
to help break the taboo against female smoking. The campaign had its desired effect."
Gustave LeBon
The masses have never thirsted after truth. They turn aside from evidence that is not to their taste, preferring
to deify error, if error seduce them. Whoever can supply them with illusions is easily their master; whoever
attempts to destroy their illusions is always their victim.
Public Relations in the 1980s
• Restructuring trend: all activities within an organization evaluated on the basis of what they
contribute to the organization.
• Communication professionals are consolidated in PR departments and procedures (e.g.
Communication guidelines) are established for the whole organization.
o Public Relations start being recognized as a function the whole organization benefits from
o No consideration is given for the role of stakeholders
Public Relations in the 1990s
• Strategic Positioning: organizations use PR as a way to achieve a competitive corporate identity.
• Communication professionals have the role to shape an organization’s brand, which can be
conveniently “positioned” within the minds of stakeholders.
o Public Relations become a crucial strategic tool for organizations to be more profitable.
o Stakeholders are considered passively, as receivers of messages that can easily be controlled
and managed.
Public Relations in the 2000s
• Stakeholder Engagement: thanks to new media, stakeholders become real participants in an
organization’s public relations.
• Old principles of strategic communication still apply, but the relationship with stakeholders becomes a
dialogue rather than a one-directional communication (social media).
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