Growth of PR

1
Growth of PR

• Big institutions
• Public awareness and media sophistication
• Societal change, conflict and confrontation
• Power of global media, public opinion and
  democracy
• Internet

2
Growth of PR

• U.S Bureau of Labor Statistics
• PR field expected to increase rapidlymuch
  faster than the average for all occupations
  through 2010.

3
History of Public Relations

• Traditions/Practice Models
• Press Agentry/Publicity
• Public Information
• Two-way Asymmetrical
• Two-way Symmetrical

4
Press Agentry/Publicity

• Purpose Propaganda
• Communication One-way (half-truths)
• Research Little/none
• Practice Sports/entertainment
• TO ATTRACT CUSTOMERS

5
Press Agentry/Publicity

• Ancient India, Mesopotamia, Greece and Rome
• 17th century, Congregatio de Propaganda
• American Revolution
• Federalist Papers, U.S. Constitution
• American Settlement
• -

6
Press Agentry/Publicity

• Amos Kendall?
• First Presidential Secretary
• Andrew Jackson appointed Kendall to serve as
  counselor, ghostwriter, publicist
• Daniel Boone, Davy Crockett?
• Stories about their adventures were promoted to
  move people west

7
Press Agentry/Publicity

• Harriet Beecher Stows Uncle Toms Cabin
• P.T. Barnum, master of press agentry/ pseudoevent
  or hype

8
Press Agentry/Publicity

• Downside of Press Agentry
• Propaganda of the deed, a provocative act
  designed to draw attention toward an idea to gain
  publicity

9
Press Agentry/Publicity

• How used in the practice of public relations
  today?
• Marketing public relations often uses media
  relations strategies to generate publicity

10
Public Information

• Purpose Disseminate Info
• Communication One-way (factual)
• Research Little
• Practice Government/nonprofit
• TO INFORM PUBLICS

11
Historical Factors Create the Need

• Industrialization/urbanization
• Populations move to cities, growth
• Industrial monopolies hoarding wealth
• Poor living and working condition
• Labor/management Strife

12
Historical Factors Create the Need

• Yellow journalism attack the Robber Barons
• exploiters of natural resources and labor,
  disregard for public interest, founders of
  industries Rockefeller, Andrew Carnegie
• Literature of exposure
• referred to as the muckrakers
• Upton Sinclair The Jungle
• exposed unsanitary and fraudulent practices of
  the meatpackers in 1906
• Ida Tarbell History of Standard Oil
• attack on unfair labor practices and
  corruption of the Rockefeller oil monopoly

13
Historical Factors Create the Need

• The end of laissez faire government
• (that government should not interfere with
  business)
• Activist regulation of Theodore Roosevelt
• Concept of corporate social responsibility
  emerged

14
Public Information

• Publicity Bureau first publicity agency
• Boston in 1900
• Ivy Ledbetter Lee father of public relations
• opened a publicity office in 1904
• - Policy Railroad clients
• - Image Rockefeller family
• - Policy Ludlow Massacre/Colorado Mines Strike
  of 1914

15
Public Information

• What positive things did Ivy Lee bring to the
  profession?
• Business and industry ? align w/ public interests
• Deal w/top management implement programs
  w/active support
• Maintain open communications w/news media
• Humanize business and bring PR to the employees,
  community, customers

16
Public Information

• Not-for-profit organizations
• Advocacy public relations
• The American Red Cross and Clara Barton
• Problem-definition phase
• Development of communications strategies
• Influence to create politically feasible solutions

17
Public Information

• Corporate Public Relations
• Theodore Vail, ATT
• George Westinghouse
• Henry Ford

18
Two-way Asymmetrical

• Purpose Scientific Persuasion
• Communication Two-way (unbalanced)
• Research Evaluation of attitudes to facilitate
  persuasion
• Practice Competitive business
• TO PERSUADE

19
Two-way Asymmetrical

• World War I
• Committee on Information, George Creel, influence
  public and world opinion
• Walter Lippman, wrote Public Opinion
• Pointed out how people are moved to action by
  the pictures in the minds.

20
Two-way Asymmetrical

• Edward Bernays, leading proponent of persuasion
• Understood that publics could be persuaded if
  messages supported their values and interests
• Wrote Crystallizing Public Opinion
• Doris Fleischman, wife and partner at agency
• Lights Golden Jubilee

21
Two-way Symmetrical

• Purpose Mutual Understanding
• Communication Two-way (balanced)
• Research Evaluation of understanding to
  facilitate relationships
• Practice Regulate business
• Build Trust

22
Two-way Symmetrical

• Arthur Page - VP of PR for American Telegraph and
  Telephone Co 1927- 46
• Tell the truth
• Prove it with action.
• Listen to the customer.
• Manage for tomorrow.
• Conduct PR as if the whole company depends on it.
• Remain calm, patient, and good-humored.

23
Other key names

• Rex Harlow
• Leading pr educator
• Pat Jackson- PR counselor served profession 30
  years, died 2001.

24
Professionalization of the field

• Boston University, 1st school of public relations
• PRSA, 1948
• First code of ethic in 1954
• IABC, 1970
• Professional and specialized publications