History of Public Relations
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Transcript of History of Public Relations
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The History of Public RelationsThe History of Public Relations
PRSA Certificate in Principles of Public Relations
April 26, 2014
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As old as civilization...
Informing People
Persuading People
Integrating People with People
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Printing Press and PRPrinting Press and PR
• Johannes Gutenberg invents printing press in 1439
• Martin Luther pounds “Ninety-Five Theses” to Wittenberg Cathedral Door in 1517
• Printing Press Reproduces Luther’s Document
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Persuading Public Opinion: Persuading Public Opinion: Rhetoricians and Press AgentsRhetoricians and Press Agents
Samuel Adams
“No taxation without representation.”
1773 Boston Massacre
1773 Boston Tea Party
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Persuading Public Opinion: Persuading Public Opinion: Rhetoricians and Press AgentsRhetoricians and Press Agents
Used symbols such as the Liberty Tree and Brown Rattlesnake: easily identifiable and provoked emotion
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PR Stunt in Boston HarborPR Stunt in Boston Harbor
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Persuading Public Opinion: Persuading Public Opinion: “Old Hickory’s” Press Secretary“Old Hickory’s” Press Secretary
Amos Kendall:
First presidential
press secretary;
Andrew Jackson and
Martin Van Buren
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Persuading Public Opinion: Persuading Public Opinion: Press AgentsPress Agents
PT Barnum: Master of Press Agentry -- Hype
General Tom Thumb
Jenny Lind “the Swedish Nightingale”
Jumbo the Elephant
Joice Heath, world’s oldest woman
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Journalistic & Publicity Tradition
Industrial Revolution: Businesses making enormous profits, but losing public support
Workers organizing into unions
Public relations became a specialized function
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Ivy Ledbetter Lee; 1877-1934Ivy Ledbetter Lee; 1877-1934
1904: Ivy Lee & partner, George Parker (both newspaper veterans) formed the nation’s third publicity agency.
Business Must Open Up; The Public Must Be Informed
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Tell the TruthTell the TruthBusiness & industry should align with public interest
Carrying out programs only with active support of management
Maintaining open communication with media
Humanizing business & bringing PR down to the community level
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Edward Bernays; 1891-1995Edward Bernays; 1891-1995
Nephew of Sigmund Freud
Believed audiences could be persuaded if messages supported their values and interests
Staged media events & third party spokespeople
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Bernays’Bernays’“Torches of Freedom”“Torches of Freedom”
Freedom Torches
Light’s Golden Jubileehttp://www.youtube.com/watch?v=YSINxvCaslY
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Leading to “Fireside Chats”Leading to “Fireside Chats”
• Samuel Morse invented the telegraph in 1837
• Alexander Graham Bell, the telephone in 1875
• Thomas Edison, the phonograph in 1877
• Louis Lumiere, the motion picture camera in 1895
• Guglielmo Marconi, the radio in 1895
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Leading to PropagandaLeading to Propaganda“No one who has not lived for years in a totalitarian land can possibly conceive how difficult it is to escape the dread consequences of a regime’s calculated and incessant propaganda.” – William L. Shirer
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PR and BusinessPR and Business
Arthur Page, Vice-president at AT&T
Insisted on PR as a management function.
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Arthur Page’s Six Principles of Arthur Page’s Six Principles of Public RelationsPublic Relations
Tell the truthProve it with actionListen to the customerManage for tomorrowConduct PR as if the whole company depends on itRemain calm, patient and good-humored
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Harold Burson/Agency ApproachHarold Burson/Agency Approach
Founded Burson-Marsteller in 1953
His keys to agency’s success:Hiring a cadre of dedicated employees who worked for the firm for many years
Developing a family atmosphere with a team approach
Creating a corporate culture proactively
Positing the firm as a leader
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Professionalization of the PracticeProfessionalization of the Practice
PRSA
IABC
IPRA
WOMMA
Formal Education, & Textbooks, Professional Publications
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New StakeholdersNew Stakeholders
Sweeping societal changes:
Social Movements
Technology (IC, Web, Social Media)
Gov’t and community relations, issues management, investor relations, strategic planning
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Four Models of PRFour Models of PRPress Agentry: One-way, focused on “hype”
Public Information: One-way, intent is to inform.
Two-Way Asymmetrical: creating campaigns based on scientific research
Two-Way Symmetrical: Purpose is mutual understanding.
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Internet & GlobalizationInternet & Globalization
Quick adoption of the Internet
Push vs. Pull
Global Information Demand/Oversaturation
Proliferation of channels
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Major TrendsMajor Trends“Radical Transparency”
Decline of “legacy” media
Rise of Social Media/Digital Native Media
24/7 Global News Cycle
Outsourcing to PR firms
Lifelong learning