part iii: the publics chapter 12: government relations copyright ©2014 by pearson education, inc....

Part III: The Publics

Chapter 12: Government Relations

Copyright ©2014 by Pearson Education, Inc. All rights reserved.

Learning Objectives To discuss the prevalence of government at all

levels of daily life and the impact that public relations plays in communicating the platforms and programs of legislators.

To review the unusual distinction that the practice of “public relations” has played in government history.

To discuss the use of public relations by the president and in government departments, agencies, and at the state and local levels.

To examine the role, responsibilities, and tactics of those who “lobby” the government to influence legislation.


Opening Example: Mitt Romney’s Overseas Tour Mitt Romney made

gaffes overseas Press secretary Rick

Gorka reacted to media impulsively – then resigned

Figure 12-1 (Photo: ERIK S. LESSER/EPA/Newscom)


Learning Objective 1 To discuss the prevalence of government at all

levels of daily life and the impact that public relations plays in communicating the platforms and programs of legislators.


Politics and Social Media 2008 presidential campaign – Barack Obama

used social media as communication focal point Reach younger voters Announced vice presidential pick by text

messaging supporters 98% of Congress uses at least one social

media platform 72% use big three: Twitter, YouTube, and

Facebook Both 2012 presidential candidates had digital

media directorsCopyright ©2014 by Pearson Education, Inc. All

rights reserved.

Don’t Call It “Public Relations” In 1913, the practice of “public relations” was barred

from federal government Politicians jockey for media attention and crave

publicity Bush put the following initiatives in place:

Permanent Office of Global Communications – coordinate foreign policy message, supervise America’s image abroad

“Bully pulpit” mounted to gain support for war Undersecretary for Public Diplomacy and Public Affairs was

created Obama’s communication prowess Public relations broadly represented throughout

government


Learning Objective 1Discussion Question Why is the public relations function regarded

as something of a stepchild in government?


Learning Objective 2 To review the unusual distinction that the

practice of “public relations” has played in government history.


Public Relations in Government In 1913, Congress enacted the Gillette

Amendment – barred practice of public relations in government

President Theodore Roosevelt tried to win public support for his programs through network of publicity experts

Congress worried about potential of unlimited presidential persuasive power – funds may not appropriated for publicity

Congress gag law prohibited appropriations for public relations

Public affairs is okay; public relations is notCopyright ©2014 by Pearson Education, Inc. All

rights reserved.

Government Practitioners 1986 audit of public relations indicated

$337 million on public affairs in 1985 5,600 full-time employees assigned to public

affairs duties $100 million for congressional affairs activities,

2,000 full-time employees assigned 2005 GAO Report

Bush administration paid $1.6 billion on advertising and public relations contracts in 2.5 years

DOD spent $1.1 billion on recruitment campaigns and public relations efforts

54 public relations firms were contractedCopyright ©2014 by Pearson Education, Inc. All

rights reserved.

Learning Objective 2Discussion Question Why is the practice of “public relations” so

important to government?


Learning Objective 3 To discuss the use of public relations by the

president and in government departments, agencies, and at the state and local levels.


Two Prominent Departments:The State Department USIA (United States Information Agency)

Foreign Affairs Reform and Restructuring Act of 1998 State Department inherited USIA USIA public diplomacy USIA’s budget has exceeded $1 billion since the late

1980s Foundations of democracy, war on drugs, information

to address environmental challenges, bring the truth Voice of America

Radio since 1942 Film and television Internet Education


Two Prominent Departments:The Defense Department Department of Defense (DOD)

communications intensified in wartime American Forces Information Service (AFIS)

promotes cooperation among branches Armed Forces Radio and Television Service Stars and Stripes newspaper Communications training at Defense Information

School


Other Government Agencies Department of Health and Human Services –

700 public affairs professionals Agriculture, State and Treasury departments –

communications staffs > 400 people, budgets $20 million+

U.S. Department of Homeland Security and the CIA


PR Ethics Mini-Case:Drowning Out the Drone Attacks Page 258 What do you think of

the industry’s public relations approach and messages in response to its critics?

Were you organizing the drone industry’s public relations approach, what elements would you add?

Figure 12-4 (Photo: CHINE NOUVELLE/SIPA/Newscom)


The President Media entourage Control of “bully pulpit” and nation’s agenda White House releases achieve national

exposure President Reagan’s “Great Communicator”

principles Plan ahead Stay on the offensive Control the flow of information Limit reporters’ access to the president Talk about the issues you want to talk about Speak in one voice Repeat the same message many timesCopyright ©2014 by Pearson Education, Inc. All

rights reserved.

The President’s Press Secretary Chief public relations

spokesperson for administration

Communicate policies and practices of the president to the public

Jerald ter Horst , President Ford’s press secretary 1974

Advocate, Interpreter, Amplifier

Figure 12-6 (White House Photo by Pete Souza)


Learning Objective 3Discussion Questions Why was Ronald Reagan called the Great

Communicator? Contrast the performances of Scott McClellan

and Tony Snow as White House press secretaries.


Learning Objective 4 To examine the role, responsibilities, and

tactics of those who “lobby” the government to influence legislation.


Lobbying the Government Registered lobbyists total 11,268 responsible

for spending $3 billion per year to influence legislators and legislation

State and local government lobbying is also active

Lobbying Act of 1946 – reporting requirements 1995 – Lobbying Disclosure Act Well-informed in field; furnish Congress with

facts and information to make intelligent decisions


What Do Lobbyists Do? Inform and persuade

Fact-finding Interpretation of government actions Interpretation of company actions Advocacy of a position Publicity springboard Support of company sales

Emergence of E-Lobbying Grassroots lobbying Social media initiatives MoveOn.org


Political Action Committees (PACs) 2012 rise of super PACs Citizens United v. Federal Election Commission

2010: Government could not restrict independent political expenditures by corporations and unions

Negative advertising and political favors


Dealing with Local Government New Federalism – shift to state and local levels Local agencies deal with individuals Contact with constituents important

Inform about legislative and regulatory changes Inform about government procedures and notices


Learning Objective 4Discussion Questions What impact has the Internet had on

lobbying? What is the significance of the Citizens United

Supreme Court case?


Case Study: Anthony Weiner Texts His “Anthony” 9 Had you been Anthony

Weiner’s public relations advisor, what would you have counseled him prior to going public about the tweets?

What general advice relative to social media communicating would you offer anyone in the public eye?

Do you think Anthony Weiner can make a political comeback? If he came to you with that question, what would you advise him?

Figure 12-8 (Photo: John Angelillo/UPI/Newscom)


All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means,

electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of

America.

Copyright © 2014 Pearson Education, Inc. All rights reserved.


part iii: the publics chapter 12: government relations copyright ©2014 by pearson education, inc....

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