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Public Relations, Political Communications and National News Production in Britain 1979-1999

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Public Relations, Political Communications and National News Production in Britain 1979-1999 PUBLIC RELATIONS, POLITICAL COMMUNICATIONS AND NATIONAL NEWS PRODUCTION IN BRITAIN 1979-1999 Submifted by AERON DAVIS in falfilment of the requirements of the PhD GOLDSMITHS COLLEGE UNIVERSITY OF LONDON -i u CEONLY ABSTRACT its influence This study looks at the recent rise of the public relations profession and on national news production in Britain. Simply put, has public relations undermined kinds the notion of the fourth estatemedia in Britain and has it advantagedcertain of news source over others? The thesis breaks down into three parts. The first part documentsthe rise of public relations in Britain, its profile, and distribution amongst a range of institutions and organisations. The developing public relations and media industries are compared and the literature, on the relations between 'news sources', PR practitioners and journalists, is critically evaluated. The second part focuses on corporate public relations generally and, more specifically, on financial and City PR. Industry and fieldwork data are contrastedwith radical and liberal accounts of media-corporate source relations. The findings suggestthat corporate PR has had limited success in influencing mainstream news but been considerably more adept at managing specialist news sections. It is thus arguedthat PR has benefited the corporate sector, less by influencing journalists and the general public, and more by excluding them. This pattern is supportedwith a detailed case study involving Granada's take-over of Forte in 1995/96. The third part discusses'resource-poor' and 'outsider' groups - more specifically, British trade unions. Fieldwork data is used to test radical and pluralist accounts of the coverageof such groups in the mass media. The findings argue that unions have found new ways to increasetheir media accessusing PR - and with rather more successthan earlier studies suggested.The conclusion is borne out by a case study of the UCW's (Union of Communication Workers) successful PR campaign to halt Post Office privatisation in 1994. Finally, the separatefindings of the thesis are used to develop a fuller description of how public relations affects media production and news sourceaccess. 2 TABLE OF CONTENTS Title Page Abstract 2 List of Tables 5 List of Figures 6 Acknowledgments 7 8 PART ONE - INTRODUCTORY FRAMEWORKS Chapter One: Introduction 9 1 The Research Topic 9 11 Frameworks and Debates 10 III Research Objectives and Thesis Outline 18 IV Methods 21 Chapter Two: The Expansion of Public Relations in Britain, Media-PR Relations, and the Rise in Information Subsidies 27 1 The Rise of Professional Public Relations in Britain After 1979 27 11 The Interaction of Sources, Journalists and Public Relations Practitioners 33 III Resources and the Shift to Source Supply 41 IV Conclusion 50 51 PART TWO - CORPORATE PUBLIC RELATIONS Chapter Three: Corporate Public Relations - Evaluating Corporate Source Influence in the National Media 52 1 Public Relations and Corporate Control of News Production - the Radical Thesis 53 11 Radical Miscalculations and the Failure of Business Sources 58 III Alternative Business Communication Objectives 64 Chapter Four: City and Financial Public Relations and Business News 70 1 Financial News and the Transition from Public Interest to Corporate Need 71 11 Closed Discourse Networks and the Corporate Capture of Financial News 81 III The Ideological and Material Consequences 89 IV Conclusion 95 Chapter Five: The Granada Take-over of Forte 1995/96 97 1 Corporate Conflict and Communications Conflict - the Spinning of Elites 98 3 11 From Spinning Corporate Elites to Corporate Elite Capture of the Media 112 III Conclusion 119 RELATIONS 122 PART THREE - TRADE UNION PUBLIC Chapter Six: Trade Unions, Outsider Groups and Media-Source Relations 123 1 Union Communication and the Glasgow University Media Group Thesis 124 11 Unions as Outsider and Resource-Poor Sources 131 III Radical Pluralist Optimism and Non-Official Source Strategies 136 IV Conclusion 140 Chapter Seven: Trade Union Public Relations - Resistance Within News Production 141 1 The State of Union Communications in the Late 1990s 142 11 Overcoming Communications Disadvantages 148 III Evaluating the Effectiveness of New Union Cornmunications 160 IV Conclusion 168 Chapter Eight: The UCW Versus Post Office Privatisation 1994 171 I Union Communications or Force of Circumstances? 173 11 Overcoming the Economic and Media Deficits 178 III Overcoming the Limits of Institutional Authority with Third-Party Endorsement 182 IV Setting News Agendas, Dividing Oppositions and the Creation of Negative News 187 V Postscript to UCW Case 192 VI Conclusion 193 Chapter Nine: Conclusion 195 BIBLIOGRAPHY 204 1 List of Interviewees 204 11 Bibliogaphy 209 APPENDICES 240 1 Methods Involved in Survey of TUC Affiliated Unions and Selection of Interview Candidates 240 11 Table Printouts for Trade Union Survey 242 III Questionnaire for Survey of Trade Union Communications 247 IV List of Acronyms 251 4 LIST OF TABLES 2.1 Changes in Numbers of Information Officers Employed in Government Departments and Public Institutions 1979-99 28 2.2 The Percentage of Top Companies (in the Times 1000) Using 30 PR Consultancies 2.3 Increase in Page and Staff Numbers at the FT, Sun and Times 44 Use 3.1 Types of Political Activity - Percentage Frequency of and Effectiveness for Business Associations and Unions 66 3.2 Employment Sectors for PR Consultants (per cent) 67 4.1 Increases in Financial Advertising, FT Journalist Numbers and PRCA Members Fee Income 83 4.2 Fleishman-Hillard 1993 Survey of US and European Companies and Their Communications Priorities 84 5.1 Most Common Points/Arguments, Favouring Granada, Appearing in Selected Newspapers 101 5.2 Most Common Points/Arguments, Favouring Forte, Appearing in Selected Newspapers 101 5.3 Article Positioning in National Newspapers 113 5.4 Contributors Cited 114 5.5 Those Referred to or Addressed 116 5.6 Critical Points/Arguments Appearing in Selected Newspapers 117 7.1 Individual Union Relations with the Media, 1970s- I 990s 162 8.1 Actors Cited in Press Coverage 174 8.2 Sources Contributing to Press Coverage 175 8.3 Organisations Contributing to Press Coverage 186 5 LIST OF FIGURES 2.1 Distribution of IPR Members in Employment Sectors 1998 30 2.2 Growth in PRCA Members' Fee Income 1983-1997 31 (totals in Emillions) 2.3 Comparison of Earnings of PRPs and Journalists 1998 48 5.1 Cumulative Favourability of Coverage for Granada and Forte in Broadsheet Press 100 5.2 Granada Charts of Operating Profits and Earnings Per Share 103 5.3 Forte Charts of Increased Profit Before Tax and Earnings Per Share 104 7.1 Degree of Union Contact with the Media 142 7.2 Numbers of People Involved 143 7.3 'In the 1990s, PR/Communication Resources Have... ' 144 7.4 Background Experience of Staff Dealing with Communications/PR 145 7.5 'PR/Communications is Becoming the Key Union Method for Obtaining Political and Industrial Goals' 146 7.6 'Compared to the 1980s, Has Union Access to the Media in 162 the 1990s... ' 7.7 'Compared to the 1980s, Favourable Media Coverage of Unions in the 1990s has... ' 163 7.8 'Improved Public Opinion of Unions is Due More to Unpopular Government and a Decrease in Strike Activity - 166 NOT Public Relations' 7.9 'Money Spent on Public Relations is Better Spent on Other 167 Union Priorities' 8.1 Cumulative Favourability of Coverage for Organisations in 176 Broadsheet Press 18th May to 3rd November 1994 6 ACKNOWLEDGEMENTS I must begin by thanking the ESRC (R00429824372) for providing the funding neededto complete this PhD. I must also thank all those who agreedto be interviewed and who helped me find my way round numerous library collections and filing systems.Those who stand out for being especially helpful include: staff at the TUC Library, the PRCA and IPR libraries, the CVVU union, Citigate, Group 4, the POA union, the Communications Group, Mike Power (TUC), Chris Hopson (Granada), Richard Power (RF Hotels), Alistair Defriez (the Takeover Panel), StephenFarish (PR Week) and Tim Jackman (Square Mile). For useful insights, words of encouragement, references and administrative assistance,amongst other things, I want to thank the following: Roman Krznaric, James Dunkerley, Chris Taylor, Colin Leys, Dave Morley, Bill Schwarz, Gareth Stanton, Christine Geraghty, Angela McRobbie, Nick Couldrey, Herbert Pimlott, JonathanBurstein, Sheila Sheehan,Colin Aggett, and Kay Shoesmith. For their continuing personal support, my love and thanks to Helen Davis, Neville Davis, Anne Solomon, Michael Neale, and Mike Kaye. Lastly, I will always be grateful for James Curran's wonderful supervision -a combination of tough deadlines, kind words, intellectual insights, publishing advice, friendship and Wimbledon football tickets. All of it was required to get me through the PhD marathon. 7 PART ONIE: INTRODUCTORY FRAMEWORKS CHAPTER ONE: INTRODUCTION PART ONE: THE RESEARCH TOPIC This research documents the expansion of professional public relations in Britain over the last two decades- particularly in sectorsoutside institutional politics. It then attempts to evaluate the impact of this on national news production and patterns of news-source access. As chapter two will illustrate, the public relations profession has expanded significantly during this period and expanded well beyond the confines of Westminster. A wide range of organisations have joined political parties and governments in adopting professional public relations as a means of achieving political and economic objectives. There are now
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