978-0205960644 Chapter 19

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CHAPTER 19: POLITICS AND GOVERNMENT

OBJECTIVES

After reading this chapter students should be able to:

1. Describe the basic purposes and functions of public relations in government.

2. Explain what public relations professionals do at the federal, state, and local levels.

3. Define public affairs, government relations, and lobbying.

4. Describe the roles public relations plays in election campaigns.

SUGGESTED PROJECTS AND DISCUSSION

This chapter focuses on the role of public relations in political and governmental matters.

The chapter presents a balanced view of such activities as political action committee work,

lobbying, and governmental information efforts.

1. Invite a local lobbyist to class to discuss a specific case study or campaign that

successfully impacted legislation in favor of a client or organization. Ask them to

share the specific efforts they used in their lobbying efforts.

2. Go to the AARP site (www.aarp.org) and note all of the ways that the organization

actively lobbies on behalf of germane issues such as prescription drugs and Social

Security. Note specific language and persuasion techniques that resonate with that

target audience that might mean little or nothing to the students.

3. Discuss the use of the Internet in political campaigns. Show examples of the

websites used in the 2008 or 2010 presidential primaries and have students suggest

the most effective elements of the online communication fostered through the

websites.

4. There was considerable controversy in the public relations profession about Press

Secretary Larry Speakes making up quotes for President Reagan. Many public

relations people say the media overreacted because it is common practice in public

relations to make up quotes, particularly in news releases where a company official

is quoted about the “unique properties of a product” or says the company’s third

quarter earnings are “outstanding.” Speakes defended his action by simply saying

that he used his “PR man’s license” to spruce up the President’s image. Class

discussion should center on this “license” and whether the students think Speakes

acted in a professional manner. Crucial to the discussion is to make sure that the

students understand the difference between making up quotes in a news release,

which ordinarily is approved by the person quoted before release, and simply

distributing “quotes” without prior approval. A more serious ethical problem is the

reporting of a conversation that never took place. What would have happened if the

Russians had challenged the quote? In plain terms, Speakes lied about an event that

never occurred. This is why Speakes probably contravened sections of the PRSA

code that call on members to deal fairly with the public, conduct their professional

lives in accordance with the public interest, adhere to truth, and refrain from

communicating misleading information.

5. Review the notion of “independent” partisan organizations, called 527s. Note how

damaging or polarizing these organizations can be, namely high profile cases such

as the Swift Boat Vets (anti-Kerry) campaign. What are the ethical factors involved

in using these groups?

6. Locate any publicity documents/publications from your university student

government association. What are their tactics to get students involved in voting,

assembly, issues, etc.? Are they active in getting-out-the-vote campaigns for non-

university elections? Do they have representatives that write press releases for the

university paper, and/or outside media outlets?

7. Oscar Gandy used the term “information subsidies” to describe news releases sent

to media. Do students think the term is appropriate? Would media gatekeepers call

news releases “information subsidies”? It is important that students get a good

perspective on how public relations activities directly help the media to cover news

and events.

CASE ACTIVITY: HOW DO YOU COMMUNICATE PROACTIVELY?

Providing public information in the case of a natural disaster is a tricky proposition.

Meteorologists and public information officers do not want to desensitize the public by

issuing storm warnings too early or too often. At the same time, students must understand

that thousands of lives are always at stake in such a situation, and that it is always better to

err on the side of safety. This is especially true in light of the Katrina and Rita disasters.

After all, the basic purpose of government relations is to ensure a prompt flow of accurate

information from the government to its citizens. Whatever the students decide once it is

time to issue hurricane warnings, they should be urged to consider all available channels of

communication that will reach people instantly, wherever they are. Unlike other public

information campaigns, this one is not specialized; the message must reach everyone

instantly in a variety for formats across a range of channels. Students should also remember

that a fairly high percentage of New Orleans-area residents are unlikely to have Internet

access or to be near a computer when the warnings are issued. All messages should be

completely fact-based, and describe the range of recommended options for optimal safety.

Preceding any scenarios regarding wrong decisions and catastrophes, the public

information officer will have to first counsel city management toward the safest and most

ethical course of action possible. If a catastrophe results anyway, messaging will have to be

promptly corrected and disseminated properly.

ANSWERS TO QUESTIONS FOR REVIEW AND DISCUSSION

1. What are the basic purposes and functions of government relations?

2. What is the difference between someone working in corporate public affairs

(Governmental relations) and a lobbyist?

3. Many lobbyists are former legislators and government officials. Do you think they

exercise undue influence in the shaping of legislation? Why or why not?

4. Internet fund-raising play a crucial role in elections. Would you like to be a political

fund-raiser? Why or why not?

5. Why do government agencies engage in “public information” efforts instead of

“Public relations” activities? Are there any laws involved? If so, what are they?

6. Federal agencies engage in any number of public information campaigns.

What is your opinion on this? Are these campaigns just a waste of taxpayer dollars, or are

they legitimate and necessary?

7. Give some examples of public relations campaigns run by state or local

governments?

8. How does public relations at the local level differ from public relations efforts at the

state and federal levels? What channels are typically used by federal and local

officials to disseminate messages to the public?

9. How do grassroots groups use technologies to disseminate their messages? What

are the benefits and risks of using social media to promote an agenda within a

political arena?