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69-531: Observances of the event have faced criticism for corporate involvement by drug companies, as well as instances of pinkwashing associated with the events. NBCAM was founded in 1985 in partnership between the American Cancer Society and the pharmaceutical division of Imperial Chemical Industries (now part of AstraZeneca , producer of several anti-breast cancer drugs). The aim of the NBCAM from

138-422: A central role in doing public relations. After a public relations practitioner has been working in the field, they accumulate a list of relationships that become an asset, especially for those in media relations. Within each discipline, typical activities include publicity events , speaking opportunities, press releases , newsletters , blogs , social media , press kits, and outbound communication to members of

207-737: A company is engaging in pinkwashing: As the largest organization monetizing breast cancer, the Susan G. Komen Foundation with its licensing of a proprietary trademark is running the "pink ribbon" logo and slogan on a wide range of products. It has drawn close scrutiny over 'pinkwashing' products. One of NBCAM's largest supporters is the AstraZeneca Health Care Foundation: "Since the Foundation began, it has supported NBCAM's goals of public awareness, public education, knowledge sharing, and greater access to services in

276-417: A conflict of interest between corporations sponsoring breast cancer awareness while profiting from diagnosis and treatment. The breast cancer advocacy organization, Breast Cancer Action , has said repeatedly in newsletters and other information sources that October has become a public relations campaign that avoids discussion of the causes and prevention of breast cancer and instead focuses on "awareness" as

345-407: A form of marketing communications . Public relations often aims to create or obtain coverage for clients for free, also known as earned media , rather than paying for marketing or advertising also known as paid media. However, advertising is also a part of broader PR activities. An example of good public relations would be generating an article featuring a PR firm's client, rather than paying for

414-664: A host of different types of business verticals such as entertainment, technology, music, travel, television, food, consumer electronics and more. Many publicists build their career in a specific business space to leverage relationships and contacts. There are different kinds of press strategies for such as B2B (business to business) or B2C (business to consumer). Business to business publicity highlights service providers who provide services and products to other businesses. Business to Consumer publicizes products and services for regular consumers, such as toys, travel, food, entertainment, personal electronics and music. Litigation public relations

483-477: A marketing technique, to promote one of their products, while at the same time manufactured products have proven to contain ingredients that are linked to the disease developed or are used in a manner that associates it with the increased risk of disease. The pink ribbon first originated from a woman named Charlotte Hayley in 1992. Charlotte hand made and dispensed peach colored ribbons with informational cards that read " The National Cancer Institute annual budget

552-526: A political party. Those members would then be considered stakeholders, which are people who have a stake or an interest in an organization or issue that potentially involves the organization or group they are interested in. The Publics in Public Relations are: Early literature authored by James Grunig (1978) suggested that publics develop in stages determined by their levels of problem recognition, constraint recognition and involvement in addressing

621-466: A real menace to democracy as it renders the public discourse powerless. Corporations are able to hire public relations professionals and transmit their messages through the media channels and exercise a huge amount of influence upon the individual who is defenseless against such a powerful force. He claims that public relations is a weapon for capitalist deception and the best way to resist is to become media literate and use critical thinking when interpreting

690-452: A satisfactory phrase to describe what I do." In 1948, historian Eric Goldman noted that the definition of public relations in Webster's Dictionary would be "disputed by both practitioners and critics in the field." According to Dr. Ren, the public relations counsel is the agent working with both modern media of communications and group formations of society in order to provide ideas to

759-825: A set of fundamental guidelines that people within the public relations professions should practice and use in their business atmosphere. These values are: Other than the ethics put in place in the United States of America there are also International ethics set to ensure proper and, legal worldwide communication. Regarding these ethics, there are broad codes used specifically for international forms of public relations, and then there are more specific forms from different countries. For example, some countries have certain associations to create ethics and standards to communication across their country. The International Association of Business Communication (founded in 1971), or also known as IABC, has its own set of ethics in order to enforce

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828-408: A set of guidelines that ensure communication internationality is legal, ethical, and is in good taste. Some principles that members of the board of IABC follow include. The IABC members use the following list of ethics in order to work to improve values of communication throughout the world: Spin has been interpreted historically to mean overt deceit that is meant to manipulate the public, but since

897-436: A way to encourage women to get their mammograms. The term pinkwashing has been used by Breast Cancer Action to describe the actions of companies that manufacture and use chemicals that show a link with breast cancer and at the same time publicly support charities focused on curing the disease. Other criticisms center on the marketing of "pink products" and tie-ins, citing that more money is spent marketing these campaigns than

966-414: Is $ 1.8 billion, only 5% goes for cancer prevention. Help us wake up our legislators and Americans by wearing this ribbon". Companies such as Susan G. Komen had used the ribbon but the ribbons became most popular when Esteé Lauder agreed to place the bright pink ribbon on all the products across the United States. According to Breast Cancer Action , the following questions can help a consumer assess whether

1035-400: Is a form of cause marketing that uses pink ribbon logos . The companies display the pink ribbon logo on products that are known to cause different types of cancer. The Pink ribbon logo symbolizes support for breast cancer -related charities or foundations. The term 'pinkwashing' is associated with companies that use the pink ribbon symbol or use the support of breast cancer charities as

1104-402: Is a strategic communication process that builds mutually beneficial relationships between organizations and their publics." The UK-based Chartered Institute of Public Relations focuses its definition on reputation: "Public Relations is about reputation – the result of what you do, what you say and what others say about you. Public Relations is the discipline which looks after reputation, with

1173-559: Is donated to the cause. According to the New York Times in October 2015, fine print disclaimers on pink products sold by Dick's Sporting Goods reveal that in some instances, no money at all is donated to breast cancer research. Other companies cap the amount they give to research during each October's "pink" campaign but do not tell consumers when that cap has been reached. In 1985, "National Breast Cancer Awareness Month" (NBCAM)

1242-442: Is essential to mitigate negative impacts and maintain public trust. Public relations professionals both serve the public's interest and private interests of businesses, associations, non-profit organizations, and governments. This dual obligation gave rise to heated debates among scholars of the discipline and practitioners over its fundamental values. This conflict represents the main ethical predicament of public relations. In 2000,

1311-526: Is misleading and potentially harmful. Studies have found that this marketing strategy can increase perceptions of product healthfulness and social responsibility, leading to more favorable brand attitudes and reduced support for alcohol policies that could reduce consumption. However, there is evidence that informing the public about the contradictions and dangers of this practice can increase perceptions of misleadingness and support for measures like requiring cancer risk warning labels on alcoholic products. Overall,

1380-548: Is the management of the communication process during the course of any legal dispute or adjudicatory processing so as to affect the outcome or its effect on the client's overall reputation (Haggerty, 2003). Public relations plays a crucial role in crisis management by helping organizations prepare for, navigate, and recover from unexpected events that threaten their reputation, operations, or stakeholders. A crisis can range from natural disasters and product recalls to scandals and cybersecurity breaches. Effective crisis communication

1449-404: Is the use of Internet tools and technologies such as search engines , Web 2.0 social bookmarking, new media relations, blogging , and social media marketing . Interactive PR allows companies and organizations to disseminate information without relying solely on mainstream publications and to communicate directly with the public, customers and prospects. PR practitioners have always relied on

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1518-594: Is to produce content that users will share with their social network to help a company increase brand exposure and broaden customer reach. Some of the major social media platforms currently include Facebook, Instagram, Twitter, LinkedIn, Pinterest, YouTube, and Snapchat. As digital technology has evolved, the methods for measuring the effectiveness of online public relations have improved. The Public Relations Society of America, which has been developing PR strategies since 1947, has identified five steps for measuring online public relations effectiveness. Publicists can work in

1587-477: Is ultimately to undermine the central goal of building trust and nurturing a good relationship." The techniques of spin include selectively presenting facts and quotes that support ideal positions ( cherry picking ), the so-called " non-denial denial ", phrasing that in a way presumes unproven truths, euphemisms for drawing attention away from items considered distasteful, and ambiguity in public statements. Another spin technique involves careful choice of timing in

1656-522: The Public Relations Society of America (PRSA) responded to the controversy by acknowledging in its new code of ethics "advocacy" – for the first time – as a core value of the discipline. The field of public relations is generally highly un-regulated, but many professionals voluntarily adhere to the code of conduct of one or more professional bodies to avoid exposure for ethical violations. The Chartered Institute of Public Relations ,

1725-548: The World Wars (compare journalism ). World War I (1914–1918), which affected not only military but whole populations, is considered to be "modern propaganda's launching pad". This led to more sophisticated commercial publicity efforts as public-relations talent entered the private sector. Most historians believe modern-day public relations was first established in the US by Ivy Lee (1877–1934) in 1903 when he started working as

1794-436: The press , arranging interviews for company spokespeople, writing speeches for company leaders, acting as an organization's spokesperson , preparing clients for press conferences , media interviews and speeches, writing website and social media content, managing company reputation ( crisis management ), managing internal communications , and marketing activities like brand awareness and event management. Success in

1863-485: The "What the Cluck?" campaign, arguing that, although Komen's intentions may have been to promote KFC's new grilled chicken and vegetable meals, the same pink buckets held fried chicken, which can be attributed to high-fat diets linked to cancer risk and diseases. Komen contested and saw the marketing as effective because they were able to reach women who were not brought in by other advertisements in their neighbourhoods, like

1932-622: The 1950s has shifted to describing a "polishing of the truth." Today, spin refers to providing a certain interpretation of information meant to sway public opinion. Companies may use spin to create the appearance of the company or other events are going in a slightly different direction than they actually are. Within the field of public relations, spin is seen as a derogatory term, interpreted by professionals as meaning blatant deceit and manipulation. Skilled practitioners of spin are sometimes called "spin doctors." In Stuart Ewen 's PR! A Social History of Spin , he argues that public relations can be

2001-460: The Food and Drug Administration connected 5-Hour Energy drinks - a caffeinated energy shot, promoted using a Living Beyond Breast Cancer (LBBC) sponsorship as cause marketing - to thirteen deaths and serious injuries, including heart attacks . In 2008, Think Before You Pink launched an online campaign against Yoplait , the national sponsor of Susan G. Komen's annual walk. Their pink-lidded yogurt

2070-529: The Public Relations Society of America, and The Institute of Public Relations are a few organizations that publish an ethical code. Still, Edelman 's 2003 semi-annual trust survey found that only 20 percent of survey respondents from the public believed paid communicators within a company were credible. Individuals in public relations are growing increasingly concerned with their company's marketing practices, questioning whether they agree with

2139-593: The Shadow of Pink, A Man's Pink, and the Brandon Greening Foundation for Breast Cancer in Men joined to globally establish the third week of October as "Male Breast Cancer Awareness Week". Inspiration for the foundation of NBCAM came from Zeneca Inc. in 1989 when they began a breast cancer screening program within their company. In 1996, with the screening program and study complete, Zeneca Inc. analyzed

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2208-459: The UK, the equivalent job titles are Account Executive, Account Manager, Account Director and Director. Public relations specialists establish and maintain relationships with an organization's target audiences , the media, relevant trade media, and other opinion leaders . Common responsibilities include designing communications campaigns, writing press releases and other content for news, working with

2277-462: The aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics." Public relations can also be defined as the practice of managing communication between an organization and its publics. Quentin Langley argues the use of the word "publics" in

2346-494: The attention of Breast Cancer Action, as the label fails to disclose that the product contains galaxolide and toluene . The "pinkwashing" issue is not limited to Komen and its sponsors. In 2007, the Estée Lauder Pink Ribbon Collection series used a donation to The Breast Cancer Research Foundation (BCRF) to promote products containing parabens , which are linked to breast cancer. In 2012,

2415-484: The billboards or the spokesperson at their church. According to Komen, KFC's pink buckets of chicken helped raise $ 4 million, and "money from partnerships such as this allowed Komen to provide screening mammograms to 600,000 women last year". Drinking alcoholic beverages increases the risk of breast cancer . Several studies indicate that the use of marketing by the alcohol industry to associate their products with breast cancer awareness campaigns, known as pinkwashing,

2484-844: The client to be advertised next to the article. The aim of public relations is to inform the public, prospective customers, investors, partners, employees, and other stakeholders , and persuade them to maintain a positive or favorable view about the organization, its leadership , products, or political decisions. Public relations professionals typically work for PR and marketing firms, businesses and companies , government , and public officials as public information officers and nongovernmental organizations , and nonprofit organizations. Jobs central to public relations include internal positions such as public relations coordinator, public relations specialist, and public relations manager, and outside agency positions such as account coordinator, account executive , account supervisor, and media relations manager. In

2553-420: The company's social responsibility. They seek more influence over marketing and more of a counseling and policy-making role. On the other hand, individuals in marketing are increasingly interested in incorporating publicity as a tool within the realm marketing. According to Scott Cutlip, the social justification for public relations is the right for an organization to have a fair hearing of their point of view in

2622-423: The disease are stakeholders, but the audience is anyone who is likely to donate money. Public relations experts possess deep skills in media relations, market positioning, and branding. They are powerful agents that help clients deliver clear, unambiguous information to a target audience that matters to them. A public is any group whose members have a common interest or common values in a particular subject, such as

2691-408: The effect of social media in 1999, was controversial in its time, but by 2006 the effect of social media and new Internet technologies became broadly accepted by the general public. Public relations professionals present the face of an organization or individual, usually to articulate its objectives and official views on issues of relevance, primarily to the media. Public relations contributes to

2760-451: The fall of 1991, the Susan G. Komen Foundation handed out pink ribbons to participants in its New York City race for breast cancer survivors . In 2010, Delta Air Lines painted N845MH, a Boeing 767 -432ER in "Breast Cancer Research Foundation" special colors. In September 2015, a newer version of the livery was repainted on the same plane. A variety of events around the world are organized, mostly in October, including walks, runs, and

2829-484: The field of public relations requires a deep understanding of the interests and concerns of each of the company's many stakeholders. The public relations professional must know how to effectively address those concerns using the most powerful tool of the public relations trade, which is publicity. Ivy Lee , the man who turned around the Rockefeller name and image, and his friend, Edward Louis Bernays , established

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2898-461: The field, and comic strip artists use pink on one day in October. There are various walks to raise money for breast cancer programs. Coincidentally, two years before the first NBCAM was founded, the first Komen Race for the Cure was held in October 1983. It is now a year-round event. Male breast cancer , which is rare, is generally overlooked. In 2009 the male breast cancer advocacy groups Out of

2967-409: The fight against breast cancer." However, some scholars question the true intentions of AstraZeneca, e.g., in P. C. Pezzullo 's article, "Resisting 'National Breast Cancer Awareness Month': The Rhetoric of Counterpublics and their Cultural Performances". The Toxic Links Coalition (TLC) disapproves of AstraZeneca being NBCAM's initial supporter. For this reason, "TLC emphasizes the importance of stopping

3036-503: The first definition of public relations in the early 20th century as: "a management function, which tabulates public attitudes, defines the policies, procedures and interests of an organization... followed by executing a program of action to earn public understanding and acceptance." However, when Lee was later asked about his role in a hearing with the United Transit Commission, he said "I have never been able to find

3105-437: The image maker for and corporate advisor for Rockefeller. Edward Bernays (1891–1995), who handled the publicity of theatrical associations in 1913, then spread internationally. Meanwhile, in the nascent Soviet Russia of the 1920s, artists and poets (such as Mayakovsky ) engaged in public-relations campaigns for various state agencies and causes (note for example Likbez ). Many American companies with PR departments spread

3174-507: The issue. The theory posited that publics develop in the following stages: Messaging is the process of creating a consistent story around: a product, person, company, or service. Messaging aims to prevent readers from receiving contradictory or confusing information that could instill doubt in their purchasing choices, or other decisions that affect the company. Brands aim to have the same problem statement, industry viewpoint, or brand perception shared across sources and media. Digital marketing

3243-672: The marketing perspective of seeing public relations as part of marketing, which he claims is too focused on just one of Hayward's six publics: customers. Public relations has historical roots pre-dating the 20th century. Most textbooks regard the establishment of the "Publicity Bureau" in Boston in 1900 as marking the founding of a public relations profession . Academics have found early forms of public influence and communications management in ancient civilizations. Aristotle 's Rhetoric , for example, explains core foundations for persuasion . Evidence shows that it continued to evolve during

3312-671: The media such as TV, radio, and magazines, to promote their ideas and messages tailored specifically to a target audience. Social media marketing is not only a new way to achieve that goal, but also a continuation of a strategy that existed for decades. Lister et al. said that "Digital media can be seen as a continuation and extension of a principal or technique that was already in place". Social media platforms enable users to connect with audiences to build brands, increase sales, and drive website traffic. This involves publishing content on social media profiles, engaging with followers, analyzing results, and running social media advertisements. The goal

3381-598: The needs and desires of the audience they are trying to appeal to. Sometimes the interests of differing audiences and stakeholders common to a public relations effort necessitate the creation of several distinct but complementary messages. These messages however should be relevant to each other, thus creating consistency in the overall message and theme. Audience targeting tactics are important for public relations practitioners because they face all kinds of problems: low visibility, lack of public understanding, opposition from critics, and insufficient support from funding sources. On

3450-496: The organization and the public interest ." The Public Relations Society of America , a professional trade association, defined public relations in 1982 as: "Public relations helps an organization and its publics adapt mutually to each other." In 2011 and 2012, the PRSA solicited crowd-supplied definitions for the term and allowed the public to vote on one of three finalists. The winning definition stated that: "Public relations

3519-403: The other hand, stakeholder theory identifies people who have a stake in a given institution or issue. All audiences are stakeholders (or presumptive stakeholders), but not all stakeholders are members of a target audience. For example, if a charity commissions a public relations agency to create an advertising campaign to raise money to find a cure for a disease, the charity and the people with

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3588-658: The pink illumination of landmark buildings. The Roy Hill Railway in Western Australia paints its locomotives and other equipment in bright pink. The Pakistani branch of Leisure Leagues organized the 2020 Leisure Leagues Women Football 's Pink Cup 2020, held in Karachi with eight women's teams playing and won by Diya W.F.C. In the United States, the National Football League promotes breast cancer awareness by incorporating pink on and off

3657-462: The plural is "central to the understanding" of public relations, writing "all organisations have a series of publics, or stakeholders, on whom their success depends". He follows Roger Hayward (1991) in dividing the publics into "customers (past, present, and future), staff (past, present, and future), investors (past, present, and future), politicians and regulators, neighbours, and business partners (suppliers, distributors, etc.)". Langley also contests

3726-585: The practice to Europe when they set up European subsidiaries in the wake of the Marshall plan of 1948–1952. In the second half of the 20th century, public relations entered an era of professional development . Trade associations, PR news-magazines, international PR agencies, and academic principles for the profession were established. In the early 2000s, press-release services began offering social-media press releases. The Cluetrain Manifesto , which predicted

3795-399: The press. Video and audio news releases (VNRs and ANRs) are often produced and distributed to TV outlets in hopes they will be used as regular program content. A fundamental technique used in public relations is to identify the target audience and to tailor messages that are relevant to each audience. Audience targeting requires public relations professionals to have a deep understanding of

3864-593: The production of carcinogenic toxic chemicals" (Pezzullo, p. 353). Komen promotions which have drawn criticism include Houston-based fracking equipment and vendor Baker Hughes , who sponsored $ 100,000 for a campaign with the tagline, "Doing their bit for a cure". Opponents insist that hydraulic fracturing extracts oil and gas, using a mixture of water and chemicals, including known or possible carcinogens . Similar concerns have been raised about automobile manufacturers as sponsors, as vehicle exhaust contains carcinogens. Komen's own "Promise Me" perfume has also drawn

3933-478: The public forum, but to obtain such a hearing for their ideas requires a skilled advocate. Marketing and communications strategist, Ira Gostin, believes there is a code of conduct when conducting business and using public relations. Public relations specialists have the ability to influence society. Fact-checking and presenting accurate information is necessary to maintain credibility with employers and clients. The Public Relations Society of America has established

4002-469: The public in order to influence their perception. Public relations and publicity differ in that PR is controlled internally, whereas publicity is not controlled and contributed by external parties. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment. The exposure is mostly media -based, and this differentiates it from advertising as

4071-594: The public's consciousness. Furthermore, he is also concerned with ideologies and courses of actions as well as material goods and services and public utilities and industrial associations and large trade groups for which it secures popular support. In August 1978, the World Assembly of Public Relations Associations defined the field as "the art and social science of analyzing trends , predicting their consequences, counselling organizational leaders and implementing planned programs of action, which will serve both

4140-621: The release of certain news so it can take advantage of prominent events in the news. Negative public relations, also called dark public relations (DPR), 'black hat PR' and in some earlier writing "Black PR", is a process of destroying the target's reputation and/or corporate identity . The objective in DPR is to discredit someone else, who may pose a threat to the client's business or be a political rival. DPR may rely on IT security , industrial espionage , social engineering and competitive intelligence . Common techniques include using dirty secrets from

4209-416: The research suggests that pinkwashed alcohol marketing exploits women's health concerns for commercial gain and undermines public health efforts to reduce alcohol-related harms. Public relations Public relations ( PR ) is the practice of managing and disseminating information from an individual or an organization (such as a business , government agency , or a nonprofit organization ) to

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4278-663: The settling of the New World and during the movement to abolish slavery in England. Basil Clarke is considered the founder of public relations in the United Kingdom for his establishment of "Editorial Services" in 1924. The United States, the United Kingdom, Germany, and others used the concept of propaganda , which later evolved into public relations, to rally domestic support and to demonize enemies during

4347-770: The start has been to promote mammography as the most effective weapon in the fight against breast cancer. In 1993 Evelyn Lauder , Senior Corporate Vice President of the Estée Lauder Companies , founded the Breast Cancer Research Foundation and established the pink ribbon as its symbol, though this was not the first time the ribbon was used to symbolize breast cancer: A 68-year-old California woman named Charlotte Haley, whose sister, daughter, and granddaughter had breast cancer, had distributed peach-color ribbons to call attention to what she perceived as inadequate funding for research. In

4416-450: The total monetary amounts lost due to the increase in health care provided compared with the total monetary amounts lost if the company was to scrap the program were compared. The total costs to the company of running the early detection program were estimated to be $ 400,000. Total costs to the company if they chose not to run the program were estimated to be around $ 1.5 million. Pezzullo (2003) "(Astra)Zeneca’s initial justification for NBCAM

4485-404: The various mediated messages. According to Jim Hoggan , "public relations is not by definition 'spin'. Public relations is the art of building good relationships. You do that most effectively by earning trust and goodwill among those who are important to you and your business... Spin is to public relations what manipulation is to interpersonal communications. It's a diversion whose primary effect

4554-528: The way an organization is perceived by influencing the media and maintaining relationships with stakeholders. According to Jacquie L'Etang from Queen Margaret University, public relations professionals can be viewed as "discourse workers specializing in communication and the presentation of argument and employing rhetorical strategies to achieve managerial aims." Specific public relations disciplines include: Building and managing relationships with those who influence an organization or individual's audiences have

4623-660: Was created as a collaborative effort between the American Academy of Family Physicians, AstraZeneca Healthcare Foundation, CancerCare, Inc., and a variety of other sponsors to raise awareness and gain funding for research for a cure." (federal) = federal holidays, (abbreviation) = state/territorial holidays, (religious) = religious holidays, (cultural) = holiday related to a specific racial/ethnic group or sexual minority , (week) = week-long holidays, (month) = month-long holidays, (36) = Title 36 Observances and Ceremonies Pinkwashing (breast cancer) Pinkwashing

4692-603: Was one of basic accounting, not a critique of how women’s healthcare has been assessed or implemented nor a desire to prevent women from developing breast cancer; instead, it was cost-effective for a company to detect cancer in its employees during the disease’s earlier stages." Critics have said that "the BCAM idea 'was conceived and paid for by a British chemical company that both profits from this epidemic and may be contributing to its cause...'". Sometimes referred to as National Breast Cancer Industry Month , critics of NBCAM point to

4761-435: Was sold to raise money for breast cancer but was made from dairy containing the hormone rBGH or rBST (recombinant bovine growth hormone or recombinant bovine somatotrophin ). With enough pressure from the public, General Mills (the manufacture of Yoplait) pledged to go rBGH-free. In 2010, Komen briefly partnered with Kentucky Fried Chicken (KFC) on a "Buckets for a Cure" campaign. In response, Breast Cancer Action launched

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