EVOLUTION OF

1
EVOLUTION OF PUBLIC RELATIONS
2
OBJECTIVES

• On completion of todays lecture, you should be
  able to
• List and explain the significant events that
  helped to shape contemporary Public Relations
  practices
• List and explain the personalities that helped to
  shape contemporary Public Relations practices
  and
• Discuss the evolution of Public Relations

3
MILESTONES IN PR

• PR was first used in 1897
• First PR counsel was Edward Bernays in 1921
• First college course taught by Bernays

• First modern practitioner was Ivy Lee

4
PR TACTICS old new

• Rhetoric, use of symbols
• Printed and mass media tactics are modern

• Persuasion was used historically and today

5
Historical Development since1600

• Preliminary stage of development

• 1600-1799 Dev. of comm. Channels and PR tactics

• Communicating/initiating phase

• 1800-1899 Emergence of publicists, press agents,
  promoters, propagandists

6

• Reacting/responding phase

• 1900-1939 emergence of writers as spokespersons
  for special interests

• Planning/preventing phase

• 1940-1979 maturation of PR as management
  function in an organization

7

• Professionalism phase

• 1980-present Integration of marketing and
  advertising techniques with public relations
  activities (IMC)

8
PR TACTICS IN U.S. HISTORY

• American Revolution

• Use of propaganda, publicity, special events

• Early protest movements, like abolition

• Use of publicity and special events

• Westward expansion (gold rush)

• Use of press agentry and publicity

9

• Growth of entertainment industry

• Use of press agentry

• Wartime support for military

• Fundraising, propaganda, publicity

• Development of industry

• Publicity, concern for social responsibility and
  public interest

10
PR TACTICS IN RECENT U.S. HISTORY

• Consumer movement

Activists and organizations used PR tactics to
create awareness and influence public opinion

• Civil Rights, Womens, Environmental movement

• Shift to globalization and world freedom

11
PR MILESTONES IN THE 20TH CENTURY

• Founding of the first publicity firm
• The Publicity Bureau, in 1900

• Establishment of publicity functions within
  organizations like churches, colleges, the Red
  Cross, Marine Corps..

• Hiring of PR practitioners by orgs like Ford
  Motor Co., AT T and Borden

12

• Establishment of the Committee on Public
  Information, headed by George Creel during World
  War 1

• Recognition of the importance of public opinion
  following publication of Walter Lippmans
  pioneering book on Public Opinion

• Establishment of PR organizations

13
CURRENT DEVELOPMENTS IN PR

• Effect of technology and computers on PR practice

• Creation of PR body of knowledge

• Internationalization of business
• Restructuring, reinvention of workplace

14
CURRENT DEVELOPMENTS IN PR

• Entry and advancement of women and minorities in
  PR

• Growth of ethnic PR organizations
• Increased negative media coverage of PR

• Growth in PR educational programs

15
(No Transcript)