1) First, we'll watch Episode 1 from Season 4 of Mad Men called "Public Relations"
You can buy it and download it from Amazon or I-Tunes or Watch it here for free "Public Relations" lands us in Thanksgiving of 1964, with a country, an ad agency and a protagonist all in midst of transformation. Sterling Cooper Draper Price (SCDP) has just moved into a new office at the start of Season 4.
2) Prepare to discuss the numerous implications, ironies, misnomers and "truths" about PR based on your critical analysis of this episode. In particular, let's begin by examining modesty or even "false modesty."
Type up your answers to all of the questions posed below on a single sheet of paper and turn it in next week in class.
In our work in PR, we'll often run into people who are reluctant to "talk about themselves, or worse, 'brag.' How can this impede the work of PR professionals? How does Don do initial harm to the agency by not offering details about 'what makes him tick' to Advertising Age? How did Don fail to capitalize on his success with Glo-Coat in his first failed interview? Why did Roger Sterling consider this interview a failed 'advertising' for the firm? In the end, is public relations only about perception? Review the Sugarberry Ham PR stunt that Peggy and Pete decide to engage in. What are the implications- both positive and negative for the agency? Is Don's behavior with prospective client Jantzen another stunt as well? Why or why not?
Reviewer Luke De Smet writes: "through conventional methods, SCDP can't compete with the Y&Rs of the world, yet Pete assuredly claims, "creatively Y&R's not capable of living in this neighborhood," because of the simple fact that Don doesn't work there. Out of necessity Don will have to become the public face of his agency, and to so he will have to be something that he is not." Do you agree or not? If so, why? If not, why not? Explain.
How does Don Draper's character end this episode? Has he turned around his thinking that "his work speaks for itself?" Why or why not. Discuss the presumed PR implications for the agency based on the second interview.
2) Please review the following links and other sources re: these recent PR challenges for organizations, businesses and politicians. Be prepared to discuss the finer points in class discussion.
Goldman Sachs PR Fiasco with Facebook
Rep. Giffords Shooting: PR Crisis for Palin?
Social Media Can't Be Erased in Palin Case
Looking forward to lively and insightful discussions!
Professor Berry
