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PR - More Than News Releases

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PR - More Than News Releases

Public relations and news releases are synonymous in the minds of some. Because the media relations aspect of PR is so "public", the PR discipline often is narrowly defined by this tactic. PR is much more than cranking out positive client fodder for the media.

My definition: PR is developing, managing and maintaining relationships with any audience that can affect your organization.

Edward Bernays, the father of PR and the nephew of Sigmund Freud, takes his definition into the social science realm. (Well, what did you expect from Sigmund Freud's nephew?) He advised clients on the social attitudes and actions to take in order to garner the support of audiences critical for success.

Bernays counseled his clients to do something to interrupt the continuity of life in some way to bring about the appropriate media and public response. Typically, these "interruptions" were done in such a way as to leave no trace of Bernays or his client behind.

Consider this. In the 1920s Bernays melded corporate sales campaigns with popular social causes. As an agent for the American Tobacco Company, he convinced women's rights marchers in New York City to smoke Lucky Strike cigarettes as "Torches of Freedom." Unlike the Wizard of Oz, Bernays managed to stay concealed behind the curtain.

The problem I have with Bernays' definition of PR is in its manipulative aspect. I believe that true PR practitioners seek common ground upon which to build mutually beneficial relationships.

Harry Hoover is managing principal of Hoover ink PR, http://www.hoover-ink.com. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Duke Energy, Levolor, North Carolina Tourism, Ty Boyd Executive Learning Systems, VELUX and Verbatim.

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In The News:

Cell phone customers are fuming and they’re refusing to extend their long term service contracts, or at least that's the message based on recent subscriber numbers released by U.S. carriers.

The 16th annual Webby Awards took place Monday night in New York City at the Hammerstein Ballroom, where winners and celebrities walked the red carpet in support of innovation.

No more violent shaking. No more tapping the “57” logo. And certainly no more ketchup left to waste at the bottom of the bottle -- all thanks to PhD candidate Dave Smith and his team of MIT researchers.

Israeli archaeologists have discovered a 2,700-year-old seal that bears the inscription "Bethlehem," the Israel Antiquities Authority announced Wednesday, in what experts believe to be the oldest artifact with the name of Jesus' traditional birthplace.

They floated like butterflies, now they are being stung -- for a second year running. Eleven months after officials in China were ridiculed for some of the worst Photoshop efforts on record, they are at it again.

The designer behind many of Apple's most popular gadgets will be knighted Wednesday at Buckingham Palace in London.

Your sneakers will come alive with the soon to be released-- Nike+ Basketball and Nike+ Training—apps plus shoes.

The first commercial spacecraft ever launched toward the International Space Station is playing a game of catch-up today (May 23) as it heads toward an unprecedented rendezvous with the orbiting lab.Dragon, built by commercial rocket firm Space Exploration Technologies Corp.

The Boy Scouts of America is trying to recruit a new generation of kids to join its troops with high-energy, high-tech activities that include thrill-inducing zip lines at a new adventure camp, apps and a television show.

The next iPhone or iPad from Apple is surely around the corner, and Google is getting into everything from cloud computing to car making. But what the cards hold for $100 billion behemoth Facebook is far from clear, experts say.

Rumors of the hairy humanoid known variously as the yeti, bigfoot and sasquatch have persisted for decades. Now scientists are hoping to make more of a case for the creature -- with the help of genetic testing, Reuters reported.

Scotty has finally been beamed up. The ashes of the actor James Doohan, who played Scotty on the 1960s television series "Star Trek," were launched to space this morning (May 22) on a SpaceX Falcon 9 rocket.

Cows are a red herring. The most dangerous potential source for methane release lies underneath thinning permafrost and glaciers in the Arctic. Ecologists have just mapped the seeps where methane is bubbling up, and they found more than 150,000 of them.

At a time when black magic was relatively common, two curses involving snakes were cast, one targeting a senator and the other an animal doctor, says a Spanish researcher who has just deciphered the 1,600-year-old curses.

Presidents Barack Obama and Bill Clinton, U2 frontman Bono and more honored the memory of late Apple founder Steve Jobs Monday in New York City at the 16th annual Webby Awards.

Humans' close relationship to dogs has so far obscured their history so much that it's not yet possible to use genetic data to tease out the details of their domestication, new research indicates.

A Jurassic mom's almost certainly painful death is perfectly preserved in a rare fossil skeleton, one of the many unique items that will go on display in the Houston Museum of Natural Science's $85 million dinosaur hall when it opens to the public June 2. We take a first peek at the exhibit.

A Jurassic Mom's almost certainly painful death is perfectly preserved in a rare fossil skeleton, one of the many unique items that will go on display in the Houston Museum of Natural Science's $85 million dinosaur hall when it opens to the public June 2.

The rise of Kickstarter's crowdsourcing platform means consumers can now vote with their dollars, investing in unique new projects that they believe in, from smartphone watches designed from e-paper to coffee joulies that keep your drink at the perfect temperature. Here are the 12 most funded design projects.

Jodie Foster may have seen proof of alien lands in the 1997 Robert Zemeckis film "Contact," but the real life astronomer the filmmakers based their sci-fi odyssey on didn't find so much as a tentacle.

PR - More Than News Releases

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