PRO458_Chapter 2_The History of Public Relations

8/7/2019 PRO458_Chapter 2_The History of Public Relations

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Part OnePart One

Public RelationsThe ProfessionPublic RelationsThe Profession

Chapter 2Chapter 2

The History of Public RelationsThe History of Public Relations

Introduction to PublicIntroduction to Public

RelationsRelations

2007 The McGraw-Hill Companies, Inc. All rights reserved.


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Learning OutcomesLearning Outcomes

At the end of this lesson, you should beAt the end of this lesson, you should be

able to:able to:

discuss the two major forces that influenced thediscuss the two major forces that influenced thedevelopment of public relations in the Uniteddevelopment of public relations in the UnitedStates during the 1930sStates during the 1930s

explain how PR became a respected andexplain how PR became a respected andsophisticated profession during the postsophisticated profession during the post--WWII era.WWII era.

discuss how public relations is currently changingdiscuss how public relations is currently changingat the start of the 21st century.at the start of the 21st century.


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Why Study the Historical Roots ofWhy Study the Historical Roots of

Public Relations?Public Relations?

To excel in a profession like publicTo excel in a profession like public

relations, you must master its culturalrelations, you must master its culturalroots.roots.

What are the dynamics in a culture (past andWhat are the dynamics in a culture (past andpresent) that make your discipline vital topresent) that make your discipline vital to

successful involvement in that culture?successful involvement in that culture?

What forces shaped your culture regardingWhat forces shaped your culture regardinghow people think and behave relative to yourhow people think and behave relative to your

profession?profession?


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Made in AmericaMade in America

Public relations as a profession wasPublic relations as a profession wasinitially an American phenomenon.initially an American phenomenon.

By the end of the 20th century, the sameBy the end of the 20th century, the sameforces were mandating a need for PRforces were mandating a need for PR

throughout the industrialised world.throughout the industrialised world.

Leaders through the centuries haveLeaders through the centuries havealways sought to influence theiralways sought to influence their publicspublics..


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Great Communicators of the PreGreat Communicators of the Pre--

modern Eramodern Era Who would you say influenced the public the

most by delivering a speech?

Pope Urban IIPope Urban II Abraham LincolnAbraham Lincoln

Winston ChurchillWinston Churchill

Martin Luther KingMartin Luther King

Many historians believe that Pope Urban did.Never heard of him, you say?


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The Speech that Inflamed a ContinentThe Speech that Inflamed a Continent

Pope Urban declared the misdeeds of the Seljuks in aPope Urban declared the misdeeds of the Seljuks in a

speech given in Claremont, France (A.D. 1095).speech given in Claremont, France (A.D. 1095). In his speech, he challenged

Europe to send an army to protectthe holy places and Christianvisitors in Palestine from theSeljuk Turks.

Europe overwhelminglyresponded to Urbans challenge,and thus began the Crusades thatlasted for two centuries

From Pope Urban we learn:From Pope Urban we learn: To influence people, we must

identify sincerely with theircommon passions.

We must clearly and publiclyexpress our aspirations.


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The Timing ofLuthers ListThe Timing ofLuthers List

Martin Luther began theMartin Luther began theProtestant Reformation with a listProtestant Reformation with a listof grievances.of grievances.

In 1517 he publicly posted a list of 95In 1517 he publicly posted a list of 95grievances he held against thegrievances he held against the

church leaders in Rome.Within achurch leaders in Rome.Within afew years, half of Europefew years, half of Europesupported Luthers ideas.supported Luthers ideas.

A few decades earlier, LutherA few decades earlier, Lutherprobably would have been burnedprobably would have been burned

at the stake for his protest.at the stake for his protest.

But in 1517, much of Europe wasBut in 1517, much of Europe wasbrewing for radical change andbrewing for radical change andLuther knew it.Luther knew it.


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The Role of Public OpinionThe Role of Public Opinion

Throughout history, leaders have courted publicThroughout history, leaders have courted publicsentiment to sustain their power.sentiment to sustain their power.

Even monarchies or dictators cannot afford to ignoreEven monarchies or dictators cannot afford to ignorepublic attitudes. They often take pains to assure thatpublic attitudes. They often take pains to assure thattheir subjects are supportive of their regime.their subjects are supportive of their regime.

Constitutional monarchies and democracies aroseConstitutional monarchies and democracies arose

from a selffrom a self--consciousness of the people.consciousness of the people. One change was indirectly influenced by anOne change was indirectly influenced by an

unpopular, political philosopher.unpopular, political philosopher.

That philosopher was LockeThat philosopher was Locke


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The Influence of John LockeThe Influence of John Locke

The concept of the natural right ofThe concept of the natural right ofpeople to oversee their rulers waspeople to oversee their rulers wasdeveloped by English philosopherdeveloped by English philosopherJohn Locke (d. 1704) and laterJohn Locke (d. 1704) and later

adopted by Thomas Jefferson. Lockeadopted by Thomas Jefferson. Locketaught radical ideas that were verytaught radical ideas that were veryunpopular with European rulers butunpopular with European rulers butbecame accepted in America, suchbecame accepted in America, suchasas

Governments derive their power fromGovernments derive their power fromthe consent of their subjects.the consent of their subjects.

Democracy is a very advanced andDemocracy is a very advanced andmore natural form of government.more natural form of government.

Democracies thrive on public opinionDemocracies thrive on public opinion


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AmericaAmericaDynamic Greenhouse forDynamic Greenhouse for

Public PowerPublic Power Unique and simultaneous politicalUnique and simultaneous political--cultural forcescultural forces

created a new power for public opinion in youngcreated a new power for public opinion in youngAmerica:America:

A democratic and republican government of, by and forA democratic and republican government of, by and forthe peoplethe people

Free marketsFree markets Systems of checks and balancesSystems of checks and balances

A rise in affluence and education for commonersA rise in affluence and education for commoners An independent population voting with ballots and dollarsAn independent population voting with ballots and dollars

Such forces caused public relations to beSuch forces caused public relations to be made inmade inAmerica.America.


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Public Relations in the RevolutionaryPublic Relations in the Revolutionary

WarWar

Before the American Revolutionary War (1774Before the American Revolutionary War (1774--1783) began, colonial leaders had no wish to1783) began, colonial leaders had no wish to

pursue war with Britain.pursue war with Britain. The revolution had to be a popular war if democraticThe revolution had to be a popular war if democraticideas were to work.ideas were to work.

Yet, the leaders recognized a problemYet, the leaders recognized a problemonly oneonly one--thirdthirdof Americans favored independence.of Americans favored independence.

Two leaders of the revolution shrewdly appealedTwo leaders of the revolution shrewdly appealedto public sentiment.to public sentiment. Samuel AdamsSamuel Adams -- a true campaignera true campaigner George WashingtonGeorge Washington -- a maximizer of successa maximizer of success

Adams was before his time regarding influenceAdams was before his time regarding influence


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Samuel AdamsSamuel Adamsthe Campaignerthe Campaigner

A member of the ContinentalA member of the ContinentalCongress, Samuel AdamsCongress, Samuel Adamsinitiated a sustained, publicinitiated a sustained, publiccampaign to influence Americanscampaign to influence Americansto seek independence by:to seek independence by:

Using symbols that were easilyUsing symbols that were easilyidentifiable and aroused emotions.identifiable and aroused emotions.

Publicizing slogans that are stillPublicizing slogans that are stillremembered such asremembered such as TaxationTaxationwithout representation is tyranny.without representation is tyranny.

Publicizing events such asPublicizing events such as TheTheBostonBoston MassacreMassacre when the Britishwhen the Britishfired into a group of colonists.fired into a group of colonists.

Staging events such as theStaging events such as the BostonBostonTea PartyTea Party to influence publicto influence public

opinion.opinion.

The Boston Tea Partyan act ofAnglo- Americans dressed as

Native Americans.


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A Broad Appeal to the PeoplesA Broad Appeal to the Peoples

IdealismIdealismAfter the Revolutionary War, the FederalistAfter the Revolutionary War, the FederalistPapers, a series of 85 newspaper essaysPapers, a series of 85 newspaper essaysabout the Constitution and the new form ofabout the Constitution and the new form ofgovernment, were published.government, were published. The FederalistThe Federalist

Papers appealed to Americans for a form ofPapers appealed to Americans for a form ofgovernment to guard and enhance threegovernment to guard and enhance threevalues:values:

ideals of common justiceideals of common justice

the general welfare of the publicthe general welfare of the public

the rights of individuals and private propertythe rights of individuals and private property

The widespread distribution of the FederalistThe widespread distribution of the FederalistPapers led to the ratification of the U.S.Papers led to the ratification of the U.S.Constitution (1787Constitution (1787--88).88).


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Public sentimentis everything.Public sentimentis everything.

Withpublic sentiment,Withpublic sentiment,nothingnothingcanfail;withoutit,nothingcancanfail;withoutit,nothingcansucceed.succeed.

----AbrahamLincolnAbrahamLincolnPhotofromthe Universityof

Tennessee website

www.SunSITE.edu

Itwas duringthe CivilWarthat PresidentLincolnItwas duringthe CivilWarthat PresidentLincolnlearnedthe value ofgoodpublic sentiment(orlearnedthe value ofgoodpublic sentiment(oropinion).opinion).

Public SentimentIs EverythingPublic SentimentIs Everything


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The Industrial Revolution Began a NewThe Industrial Revolution Began a New

Era of Public RelationsEra of Public RelationsThe Industrial Revolution (19th-20thcenturies) was a landmark era for publicrelations. At the end of the 19th century,changes in social and economicconditions mandated new relationsbetween industry and the public.

The Industrial Revolution brought about achange in how products were madefromusing hand tools at home to usingmachine and power tools in a factory.

There were new and not always pleasantrealities of American life:

The enforced rhythm of the factory The stress of urban life The vast distinction between bosses

and workers during this era, publicrelations began to develop as anindependent profession.

Slide 15 of 55


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Three Major Industrial ForcesThree Major Industrial Forces

The modern public relations profession is aThe modern public relations profession is a

product of three American forces in theproduct of three American forces in the

19th19th--20th centuries:20th centuries:

Broad recognition of the power of publicBroad recognition of the power of publicopinionopinion

Competition among institutions for publicCompetition among institutions for publicsupportsupport

Development of media to quickly influenceDevelopment of media to quickly influencepublic opinionpublic opinion


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Corporate Americas ResponseCorporate Americas Response

Business leaders recognized that new stresses onBusiness leaders recognized that new stresses on

the populace threatened production.the populace threatened production.

Corporations gradually began to realize the importance ofCorporations gradually began to realize the importance ofcombating hostility and courting public favor.combating hostility and courting public favor.

Marie CurtlMarie Curtl

The termThe term public relationspublic relations came into use at this time.came into use at this time.

The earliest appearance was probably in Dorman Eaton's 1882The earliest appearance was probably in Dorman Eaton's 1882

address to the graduating class of the Yale Law School.address to the graduating class of the Yale Law School.


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American Industry Learned to ValueAmerican Industry Learned to Value

Public ImagePublic ImageBusiness leaders began to hire peopleBusiness leaders began to hire peopleadept at understanding how toadept at understanding how toinfluence the public.influence the public.

AT&T (1883): Theodore Vail hired CharlesAT&T (1883): Theodore Vail hired CharlesJ. Smith to manage company conflict withJ. Smith to manage company conflict withthe public.the public.

Westinghouse (1889): GeorgeWestinghouse (1889): GeorgeWestinghouse, patriarch of his famousWestinghouse, patriarch of his famouselectrical company, hired E. H. Heinrichselectrical company, hired E. H. Heinrichsto establish the first corporate publicto establish the first corporate publicrelations department.relations department.

The goal was to win the fight againstThe goal was to win the fight againstThomas Edison regarding how the nationThomas Edison regarding how the nation

would be wired (AC or DC).would be wired (AC or DC).

George WestinghouseGeorge Westinghouseused PR to bring us ACused PR to bring us AC

current.current.

www.britannica.comwww.britannica.com


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Three Stages of PR DevelopmentThree Stages of PR Development

Development of these traditions were sequential,but all three still exist to some extent today.

RhetoricianRhetorician Press AgentPress Agent Journalistic/Publicity TraditionJournalistic/Publicity Tradition

Today, though, public relations is moving

away from using any available means to achieve desiredaway from using any available means to achieve desiredpublic opinionpublic opinion toward informing the public and providing informationtoward informing the public and providing information

and counsel to managementand counsel to management


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I. RhetoriciansI. Rhetoricians

The early aspects of public relations inThe early aspects of public relations in

trying to influence publics through whattrying to influence publics through what

was said, not necessarily what was done.was said, not necessarily what was done.

Illustrated men such as by:Illustrated men such as by:

CaesarCaesar

Pope UrbanPope Urban

Samuel AdamsSamuel Adams


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II. A Classic Press Agent ApproachII. A Classic Press Agent Approach

P. T. Barnum (d. 1891)P. T. Barnum (d. 1891)the master pressthe master pressagent:agent:

The circus owner Barnum masterfullyThe circus owner Barnum masterfullyand, some say, inaccurately usedand, some say, inaccurately usedpublicity to make money.publicity to make money.


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Propaganda of the Deed

In the quest to gain media and public attention,press agentry became increasingly outrageous,exploitive, manipulative, and even cruel.

Paul Brousse (French sociologist in 1878) arguedfor:

The Propaganda of the Deed : the idea justified the needfor actions to gain public attention to politicalideas/grievances.

For European anarchists in the late nineteenth century,propaganda of the deed meant bombing, murder, and

assassination.

Propaganda of the deed became known asterrorism after the 1960s.


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Press Agentry and HostilityPress Agentry and Hostility

The success of press agents in attractingThe success of press agents in attractingattention and a public response often resultsattention and a public response often results

in hostility from the press and the public.in hostility from the press and the public.Such results are assured if the publicity is coupledSuch results are assured if the publicity is coupled

with blatantly deceptive and manipulativewith blatantly deceptive and manipulativetactics.tactics.

Press agentry gave public relations a badPress agentry gave public relations a badname that persists to this day.name that persists to this day. Public relations practitioners should usePublic relations practitioners should use

press agentry only with high ethics and greatpress agentry only with high ethics and great

care.care.


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III. Journalistic/Publicity TraditionIII. Journalistic/Publicity Tradition

By the early 1900s, businesses were forcedBy the early 1900s, businesses were forcedto submit to three new dynamics:to submit to three new dynamics:

numerous governmental regulationsnumerous governmental regulations increasingly hostile criticism from the pressincreasingly hostile criticism from the press rise of the American labor union movementsrise of the American labor union movements

Public relations moved from the stage ofPublic relations moved from the stage ofpress agentry to an era of public cooperationpress agentry to an era of public cooperationthrough distribution of accurate information.through distribution of accurate information.


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The First Publicity BureauThe First Publicity Bureau

In 1900, George Michaelis established theIn 1900, George Michaelis established the

first publicity bureau in Boston to servefirst publicity bureau in Boston to serve

businesses.businesses. He gathered factual information about hisHe gathered factual information about his

clients for distribution to newspapers.clients for distribution to newspapers.

By 1906, his major clients were the nation'sBy 1906, his major clients were the nation'srailroads that were seeking to head off adverserailroads that were seeking to head off adverseregulations being promoted by Presidentregulations being promoted by President

Theodore Roosevelt.Theodore Roosevelt.


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President Roosevelt vs. thePresident Roosevelt vs. the

RailroadsRailroads

President Roosevelt, who saw thePresident Roosevelt, who saw thepresidency as a bully pulpit,''presidency as a bully pulpit,''

proved to be more than a match forproved to be more than a match forthe Publicity Bureau.the Publicity Bureau.

The first president to make extensiveThe first president to make extensiveuse of press conferences anduse of press conferences and

interviews, Roosevelt was said tointerviews, Roosevelt was said to

rule the country from therule the country from the

newspapers' front pages.newspapers' front pages.


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The Father of PublicThe Father of Public

RelationsRelationsIvy LeeIvy Lee

Lee made the first move toward theLee made the first move toward themodern practice of information sharing,modern practice of information sharing,

such as reporting onsuch as reporting on employee benefitsemployee benefitsand safetyand safety. Some of his clients were:. Some of his clients were:

Pennsylvania Railroad (Pennsylvania Railroad (19061906--19091909)) John D. Rockefeller and the Colorado FuelJohn D. Rockefeller and the Colorado FuelStrike (Strike (19141914))


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Moving Toward Openness andMoving Toward Openness and

HonestyHonesty Lee convinced the corporateLee convinced the corporate

clients of his publicity agency (est.clients of his publicity agency (est.

1904) to become more open and1904) to become more open and

honest with the public.honest with the public.

His Declaration of PrinciplesHis Declaration of Principlesbecame the forerunner to a PRbecame the forerunner to a PR

Code of Ethics.Code of Ethics. The public was no longer to beThe public was no longer to be

ignorednor fooled, in theignorednor fooled, in the

continuing manner of the presscontinuing manner of the press

agent.agent. Eric GoldmanEric Goldman

Ivy Lee (d. 1934)

www.fredonia.edu/


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The Persuasive Communication TraditionThe Persuasive Communication Tradition

The Creel Committee in World War I can beThe Creel Committee in World War I can becredited with developing persuasive techniques tocredited with developing persuasive techniques toinfluence the American public to support the warinfluence the American public to support the warand buy bonds.and buy bonds.

Edward Bernays and Carl Byoir were two of thoseEdward Bernays and Carl Byoir were two of thosePR practitioners coming out of this WWI traditionPR practitioners coming out of this WWI traditionto launch public relations into the next decades.to launch public relations into the next decades.

Elmer Davis and the Office of War Information inElmer Davis and the Office of War Information inWorld War II continued this social scienceWorld War II continued this social scienceapproach to influencing opinion with considerableapproach to influencing opinion with considerableexperimental opinion research done to provide theexperimental opinion research done to provide thetheory for the PR programs.theory for the PR programs.


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Edward BernaysEdward BernaysPioneer of PRPioneer of PR

EducationEducationEdward Bernays made significantEdward Bernays made significantcontributions to equippingcontributions to equippingpractitioners for effective service.practitioners for effective service.

He taught the first collegiate publicHe taught the first collegiate publicrelations course at New Yorkrelations course at New YorkUniversity (1923) and wrote the firstUniversity (1923) and wrote the firstpublic relations textbook,public relations textbook,Crystallizing Public Opinion .Crystallizing Public Opinion .

Bernays developed three tools toBernays developed three tools toinfluence public consent:influence public consent:

market researchmarket research

social surveyssocial surveys

public opinion pollspublic opinion polls

Photo from the Museum of PublicRelations (prmuseum.com).


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Committee on Public InformationCommittee on Public InformationPresident Woodrow WilsonPresident Woodrow Wilsonturned public relations from aturned public relations from adefensive tool to an offensivedefensive tool to an offensiveone when he set up theone when he set up theCommittee on Public InformationCommittee on Public Information

in 1917 to gain support for Worldin 1917 to gain support for WorldWar I.War I.

Led by newspaper manLed by newspaper man GeorgeGeorgeCreel, tCreel, the Committee on Publiche Committee on Public

Information was a phenomenalInformation was a phenomenalsuccess.success.

On May 1, 1917, there wereOn May 1, 1917, there were350,000 holders of U.S. Bonds.350,000 holders of U.S. Bonds.Six months later,Six months later, 10 million10 million heldheld

bonds.bonds.

The Censor Board of the Committee onThe Censor Board of the Committee onPublic Information; George Creel isPublic Information; George Creel isseated on the far right. Photo fromseated on the far right. Photo from

http://www.thehistorynet.comhttp://www.thehistorynet.com..


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RelationshipRelationship--building and Twobuilding and Two--wayway

Communication TraditionCommunication TraditionNow public relations opens a twoNow public relations opens a two--way door forway door for

influence.influence.

It became increasingly obvious to practitioners thatIt became increasingly obvious to practitioners thatorganizations communicate with the public not only byorganizations communicate with the public not only by

words but also by their response to public opinion.words but also by their response to public opinion.

This new awareness allowed practitioners toThis new awareness allowed practitioners to

advise management as well as inform the public.advise management as well as inform the public.

Consequently, public relations professionals gained aConsequently, public relations professionals gained a

place in the heart of business organizationsplace in the heart of business organizationsthethe

decisiondecision--making and operational aspects.making and operational aspects.


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John D. Rockefeller and the Colorado

Fuel Strike

The Ludlow Massacre at the minersstrike (1914) against Colorado Fuel and

Iron Company shocked the nation.

In desperation, John D. Rockefeller,

Jr., the key stockholder, gave Ivy Leethe opportunity to become a

consultant on the internal workings of

his coal business.

Lee strongly recommended toRockefeller that he improve

communications with miners andestablish mechanisms to redress

workers' grievances.

Lees emphasis on counselingmanagement to take positive action

marked a major shift in public relationstheor and ractice.

LudlowLudlowMassacre, 13Massacre, 13

were women andwere women and

children.children.

Out of the 22Out of the 22

deaths in thedeaths in theLudlowLudlow

Massacre, 13Massacre, 13were women andwere women and

children.children.


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Inward Focus on Employees ExpandsInward Focus on Employees Expands

In addition to its outward focus, public relationsIn addition to its outward focus, public relationsexpanded its inward focus. This had severalexpanded its inward focus. This had several

results.results.

Employees became recognized as a significantEmployees became recognized as a significantpublic.public.

Ivy Lee persuaded his client American TobaccoIvy Lee persuaded his client American TobaccoCompany to introduce profitCompany to introduce profit--sharing for itssharing for its

employees.employees.

By 1925, more than half of all majorBy 1925, more than half of all majormanufacturing companies were publishingmanufacturing companies were publishing

employee magazines.employee magazines.


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AT&T and Arthur PageAT&T and Arthur Page

Arthur Page accepted AT&Ts offer of PRvice president on the condition that hewould have a voice in company policy.Page set out to win public confidence.This required a continuous and planned

program of positivepublic relations.

AT&T went directly to theAT&T went directly to thepublic with a film program forpublic with a film program forschools and civic groups.schools and civic groups.

AT&T paid fees for employeesAT&T paid fees for employeesto join outside organizationsto join outside organizationsas representatives.as representatives.

Finally, the company sought toFinally, the company sought tohave as many people ashave as many people aspossible own its stock.possible own its stock.


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Events That Shaped PR in mid 20Events That Shaped PR in mid 20thth

CenturyCentury

Two midTwo mid--2020thth century events significantlycentury events significantlyshaped the American culture.shaped the American culture.

The Great DepressionThe Great Depression

World War IIWorld War II

Those events also influenced theThose events also influenced thedevelopment of public relations as andevelopment of public relations as anagent of mutual influence.agent of mutual influence.


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The End of Corporate Americas EraThe End of Corporate Americas Era

of Successof Success

The Great Depression (1929The Great Depression (1929--1939) witnessed1939) witnessedthousands of bankruptcies and the vanishingthousands of bankruptcies and the vanishing

of great wealth.of great wealth.

Business was viewed as a failedBusiness was viewed as a failedinstitution, unable to sustaininstitution, unable to sustain

prosperity.prosperity.

Corporate public relationsCorporate public relations

became less negative andbecame less negative andmore of a positive andmore of a positive andcontinuous program to rebuildcontinuous program to rebuild

confidence.confidence. After the Wall Street crash of 1929,the Dow Jones did not recover its lost

stock points until the mid-1950s.


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The Depression BroughtThe Depression Brought

CompassionCompassion Public relations people beganPublic relations people began

to emphasise a new approachto emphasise a new approach

to their publicsto their publicsone ofone of

seeking mutual influenceseeking mutual influencethrough understanding.through understanding.

They sought to understand theThey sought to understand thedesperate needs of theirdesperate needs of their

publics.publics.

They facilitated acts ofThey facilitated acts ofcompassion on the part ofcompassion on the part of

their clients.their clients.

Workers looking for work in the

Great Depression.Photo 2001 Britannica.com Inc


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The Prestige of the PopulaceThe Prestige of the Populace

IncreasedIncreased The flow of capital and production evaporated afterThe flow of capital and production evaporated after

the market crash of 1929.the market crash of 1929.

The need for an informed public became more vital asThe need for an informed public became more vital asgovernment, business and labor competed for publicgovernment, business and labor competed for publicsupport for the use of limited resources.support for the use of limited resources.

Persuasion and publicity could be effective onlyPersuasion and publicity could be effective only

when they were coupled with responsiblewhen they were coupled with responsibleperformance.performance.

The practitioner was called upon to help organizationsThe practitioner was called upon to help organizationspursue responsible performance to increase publicpursue responsible performance to increase public

respect.respect.


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Military Adopted Public Relations inMilitary Adopted Public Relations in

World War II (World War II (19391939--19451945))

The deteriorating military and politicalThe deteriorating military and politicalsituation in Europe caused the military tosituation in Europe caused the military to

increase its practice of public relations in theincrease its practice of public relations in the1930s.1930s.

Each branch of the service built its own publicEach branch of the service built its own publicrelations apparatus to promote its particular formrelations apparatus to promote its particular form

of warfare.of warfare.

The Army's PR efforts employed 3,000 militaryThe Army's PR efforts employed 3,000 militaryand civilian personnel.and civilian personnel.


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Hitlers Nazi Party Became

Masters of Public Relations

The greatest application of publicThe greatest application of public

relations techniques in the 1930srelations techniques in the 1930s

occurred in Germany.occurred in Germany.

The Nazi propaganda machine underThe Nazi propaganda machine under

Joseph GoebbelsJoseph Goebbels viciously usedviciously used

press agentry.press agentry.

The Nazis demonstrated both the dangers

and the effectiveness of propaganda.

Slide 42 of 55


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US Office of War InformationUS Office of War Information

Mobilized a NationMobilized a Nation

In June 1942, with America fully engagedIn June 1942, with America fully engaged

in the war, the Office of War Informationin the war, the Office of War Information(OWI) was established under Elmer Davis.(OWI) was established under Elmer Davis.

A massive public relations effort wasA massive public relations effort wasmounted to rally the home front.mounted to rally the home front.


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OWI Developed a Broad PR CampaignOWI Developed a Broad PR Campaign

The goal of the Office of War InformationThe goal of the Office of War Informationwas to implement massive mobilizationwas to implement massive mobilization

strategies:strategies: selling war bondsselling war bonds rationing food, clothing, and gasolinerationing food, clothing, and gasoline planting victory gardensplanting victory gardens recruiting military personnelrecruiting military personnel promoting factory productivity andpromoting factory productivity and

efficiencyefficiency


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Images thatMobilized a Nation at WarImages thatMobilized a Nation at War

These posters were printed for the Office of War Information and retrieved from the National

Archives and Records Administration web site athttp://www.archives.gov.


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The Legacy of the OWI RemainsThe Legacy of the OWI Remains

TodayToday Several important communication agencies that areSeveral important communication agencies that are

still active today trace their beginnings to OWI:still active today trace their beginnings to OWI:

United States Information Agency (USIA)United States Information Agency (USIA) The Voice of America radio networkThe Voice of America radio network

The first broadcast (The first broadcast (19421942) of the VOA was in German,) of the VOA was in German,intended to counter Nazi propaganda. Byintended to counter Nazi propaganda. By 19451945 thethe

VOA was broadcasting inVOA was broadcasting in 4040 languages weekly.languages weekly.

The Advertising CouncilThe Advertising Council


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Post World War II Era SawPost World War II Era Saw

Increased SophisticationIncreased Sophistication The post war era witnessed tremendous growth of publicThe post war era witnessed tremendous growth of public

relations as a sophisticated profession.relations as a sophisticated profession.

Practitioners such as Earl Newsom with Standard OilPractitioners such as Earl Newsom with Standard Oil(1945) were increasingly invited to participate in policy(1945) were increasingly invited to participate in policydecision making.decision making.

During this period, new emphasis was placed on publicDuring this period, new emphasis was placed on publicrelations functions ( and on more sophisticated PR toolsrelations functions ( and on more sophisticated PR tools(e.g., audience analysis).(e.g., audience analysis).

Carl Byoir used public relations techniques to raiseCarl Byoir used public relations techniques to raisemoney nationally to help polio victims and to find a curemoney nationally to help polio victims and to find a curefor the crippling disease.for the crippling disease.

Harold Burson began his PR agency in 1946; merged withHarold Burson began his PR agency in 1946; merged withBill Marstellar in 1953. BursonBill Marstellar in 1953. Burson--Marstellar became theMarstellar became thelargest public relations agency in the world. It remainslargest public relations agency in the world. It remains

one of the top agencies today.one of the top agencies today.


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Development in Education andDevelopment in Education and

Ethics for Public RelationsEthics for Public Relations Boston University established the firstBoston University established the first

school of public relations (1947).school of public relations (1947).

Two years later, one hundred colleges andTwo years later, one hundred colleges anduniversities offered classes in the subject.universities offered classes in the subject. In 1954, the Public Relations Society ofIn 1954, the Public Relations Society of

America (PRSA) developed the first codeAmerica (PRSA) developed the first codeof ethics for the profession.of ethics for the profession.

The society set up a grievance board for codeThe society set up a grievance board for codeenforcement in 1962 and a program ofenforcement in 1962 and a program ofvoluntary accreditation in 1964.voluntary accreditation in 1964.


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Moss Kendrix Changed PerceptionsMoss Kendrix Changed Perceptions

about Africanabout African--AmericansAmericans Moss Kendrix (1917Moss Kendrix (1917--1989) was a1989) was a

public relations pioneer inpublic relations pioneer in

transforming racial stereotyping.transforming racial stereotyping.

Kendrix used advertising toKendrix used advertising toinfluence how Americans viewedinfluence how Americans viewed

black citizens.black citizens.

American icons such as Carnation,American icons such as Carnation,the Ford Motor Company, and thethe Ford Motor Company, and theCocaCoca--Cola, employed Kendrix toCola, employed Kendrix to

create campaigns that targeted thecreate campaigns that targeted the

black community.black community. Photo fromPhoto fromwww.prmuseum.com.www.prmuseum.com.


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Increased Role ofGovernment inIncreased Role ofGovernment in

Organizational LifeOrganizational LifeBusiness/government relations becameBusiness/government relations became

increasingly important as the federalincreasingly important as the federal

government entered a new era of regulation.government entered a new era of regulation.

Such regulations came in part becauseSuch regulations came in part because

of several issues in the 1970sof several issues in the 1970s--80s:80s:

civil rights and equal opportunitycivil rights and equal opportunity environmentalismenvironmentalism

consumerismconsumerism urban problemsurban problems nuclear powernuclear power

March 1965 civil rights march

travels 54 miles in Alabama

regarding voting rights. Photo taken

from www.msnbc.com.


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Review of Principles from theReview of Principles from the

Second MillenniumSecond Millennium

From the second millennium lesson, we realisedFrom the second millennium lesson, we realisedthatthat

11. Historical leaders influenced their worlds through timely. Historical leaders influenced their worlds through timelymixtures of passion and words.mixtures of passion and words.

22. Even powerful people cannot ignore the opinion of the public.. Even powerful people cannot ignore the opinion of the public.

33. Democracy is dependent on a strong, opinionated public.. Democracy is dependent on a strong, opinionated public.

44. An intentional and sustained campaign to broadly influence the. An intentional and sustained campaign to broadly influence thepublic can be very effective.public can be very effective.

55. Publishing ones successes affects indifferent public opinion.. Publishing ones successes affects indifferent public opinion.

66. A wide distribution of rational appeal to the publics values. A wide distribution of rational appeal to the publics valuesinfluences their thinking and behavior.influences their thinking and behavior.


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Review of Principles from theReview of Principles from the

Industrial RevolutionIndustrial RevolutionThe public relations profession was born in theThe public relations profession was born in theindustrial age through dynamic changes inindustrial age through dynamic changes inAmerican life.American life.

Organisations must accept the need to deal withOrganisations must accept the need to deal withpublic opinion.public opinion.

In a mediaIn a media--strong democracy, the public canstrong democracy, the public can

powerfully express its opinion.powerfully express its opinion. PR professionals help organisations avoid costlyPR professionals help organisations avoid costly

expressions of public discontent in an age ofexpressions of public discontent in an age offierce competition for public support.fierce competition for public support.


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Review of Principles SinceReview of Principles Since 19301930

The DepressionThe Depression--War era led public relations to valueWar era led public relations to valuemutual influence and develop massive,mutual influence and develop massive,sophisticated strategies to communicate with andsophisticated strategies to communicate with andinfluence the public.influence the public.

Public relations became a respected, sophisticatedPublic relations became a respected, sophisticatedand expanded profession during the postand expanded profession during the post--WWII era,WWII era,

largely through governmental and public influence.largely through governmental and public influence.

Currently public relations is evolving as a force forCurrently public relations is evolving as a force foradaptation to public concerns on vital issues.adaptation to public concerns on vital issues.


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In SummaryIn Summary

Since its inception, Public Relations hasSince its inception, Public Relations has

undergone several changes. Theseundergone several changes. These

changes were usually brought about bychanges were usually brought about by

changes in the environment in whichchanges in the environment in which

people lived. Practitioners must be awarepeople lived. Practitioners must be aware

of the history of PR and anticipateof the history of PR and anticipatechanges in the present and future ofchanges in the present and future of

Public Relations.Public Relations.


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TutorialTutorial

Read pp. 27Read pp. 27--29 of your textbook and answer29 of your textbook and answer

the following questions:the following questions:

1. In what way did Arthur Page help develop1. In what way did Arthur Page help developpublic relations?public relations?

2. Provide real life examples of any2. Provide real life examples of any

company/organisation that uses Pages sixcompany/organisation that uses Pages sixprinciples of public relations.principles of public relations.


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Assignment (Choose any ONE ofAssignment (Choose any ONE of

the following questions)the following questions)

1.1. How has the field of public relations beenHow has the field of public relations been

linked with the U.S. political process?linked with the U.S. political process?

2.2. In your opinion, what has been the mostIn your opinion, what has been the most

important event or person in the history ofimportant event or person in the history of

public relations?public relations?

PRO458_Chapter 2_The History of Public Relations

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Transcript of PRO458_Chapter 2_The History of Public Relations