PRs Origins and Evolution

1
Chapter 2

• PRs Origins and Evolution

2
Objectives

• To appreciate that public relations in some form
  has been a part of societies throughout the
  history of humankind.
• To recognize how public relations practice has
  influenced how society has evolved throughout
  history.
• To understand the critical importance of public
  relations in a free and democratic society.
• To develop a sensitivity about why public
  relations evolved, not just in business, but also
  in government and in a wide range of
  nongovernmental organizations.
• To create a heightened awareness of how public
  relations has matured as a professional
  occupation.

3
Origin of PR Term

• Thomas Jefferson combined the words public and
  relations in 1807
• Yale graduation speaker used the words in 1882
• Words appeared in print in 1897
• Edward Bernays called himself a public relations
  counsel in 1921

4
Influence of Bernays

• First to call himself public relations counsel
• Wrote first PR book, Crystallizing Public
  Opinion
• Taught first PR college course at NYU
• Specialized in mass psychology How opinions of
  large numbers of people can be influenced
  effectively

5
PRs Multiple Founders

• Bernays
• George Creel and the Committee on Public
  Information
• Ivy Lee

6
PRs Common Thread Persuasion

• Monuments and art of ancient world
• Christian and Islamic religious writings
• Roman emperors
• Shakespeares historical plays

7
PRs Uses Throughout History

• Promote wars
• Lobby for political causes
• Support political parties
• Promote religion
• Sell products
• Raise money
• Publicize events and people

8
PR Tactics Throughout History

• Rhetoric
• Symbols
• Use of mass media
• Use of technology
• Internet and intranets

9
Five Stages of PR in the USA

• Preliminary
• Development of channels of communication
• Development of PR tactics such as publicity,
  promotion, press agentry

10
Five Stages of PR in the USA (cont.)

• Communicating/initiating
• Publicists
• Press agents
• Promoters
• Propagandists

11
Five Stages of PR in the USA (cont.)

• Reacting/responding
• Writers as spokespeople
• PR on behalf of special interests

12
Five Stages of PR in the USA (cont.)

• Planning/preventing
• Maturing of public relations
• Incorporation of PR as management function

13
Five Stages of PR in the USA (cont.)

• Professionalism
• Control over use and practice of public relations
  on an international level
• Development of a Body of Knowledge, code of
  ethics, PR education

14
PR Historical Highlights in USA

• 1600 1799 Colonization and American Revolution
• Federalist papers (Alexander Hamilton, James
  Madison, John Jay)
• Bill of Rights

15
PR Historical Highlights in USA (cont.)

• 1800 1899 Civil War, Western Expansion,
  Industrial Revolution
• Amos Kendall, first presidential press secretary
• PR used in political campaigns, elections
• Partisan press to promote antislavery views
• PR used to raise funds for war effort
• Creations of legends, heroes of movement to US
  West

16
PR Historical Highlights in USA (cont.)

• PR/press agentry in entertainment P.T. Barnum,
  book publishing
• Use of PR by educational institutions (Yale,
  Harvard)
• Steam power, linotype, technology advanced PR
  tactics and techniques
• Shift from public be damned to acknowledging
  obligation to society
• PR used in retailing, industry, service
  industries

17
PR Historical Highlights in USA (cont.)

• 1900 1939 Progressive Era, Muckrakers, WW I,
  Depression
• Ivy Lees Declaration of Principles
• Publicists became spokespersons for organizations
  and corporations
• Businesses under fire from muckrakers, government
• Media relations as PR specialty

18
PR Historical Highlights in USA (cont.)

• Development of publicity agencies and in-house
  publicity bureaus
• First press bureau in federal government
• George Creel and the Committee on Public
  Information
• Social science interest in public opinion and
  opinion research
• Arthur W. Page Principles
• Wider use of PR by presidents

19
PR Historical Highlights in USA (cont.)

• 1940 1979 Planning, Preventing and Growth of
  PR as Management Function
• WW II turned PR into full-fledged profession
• First full School of Public Relations established
  at BU
• Booming post-War economy strengthened role of PR
  in business

20
PR Historical Highlights in USA (cont.)

• Beginnings of corporate social responsibility
• PR used in causes such as civil rights, space
  program, peace movement
• Growth of consumer movement creates niche for PR
  and highlights disconnect between business and
  consumers
• New court and SEC rulings have impact on
  financial, investor PR

21
PR Historical Highlights in USA (cont.)

• 1980 Present Professionalism, Global
  Communication
• Reagan presidency illustrates new, more
  controlled uses of PR
• Large PR firms acquired by advertising agencies
• Mergers occur among large PR and advertising firms

22
PR Historical Highlights in USA (cont.)

• Development of full-service agencies that offer
  both PR and advertising
• Development of integrated communication or
  integrated marketing communicationsputs
  greater emphasis on strategic planning in PR
• Globalization of news turned PR global as well

23
PR Historical Highlights in USA (cont.)

• Political, cultural developments around the world
  open new markets, audiences to PR messages
• Technology completes the globalization of
  communication and PR
• Global markets global branding global PR
  strategies and tactics
• Communication technology, multiculturalism and
  globalization continue as major influences

24
PR Outlook for the Future

• Employment of PR specialists expected to increase
  faster than the average for all occupations
  through 2012
• New challenges balancing openness and positive
  relationships with concerns about safety and
  security
• Increasingly diverse nation
• Growth of minorities
• Baby Boomers
• Natural disasters
• Increasing use of technology