Slide 1 of 55 Part One Public Relations…The Profession Chapter 2 The History of Public Relations...

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Part OnePart OnePublic Relations…The ProfessionPublic Relations…The Profession

Chapter 2 Chapter 2 The History of Public RelationsThe History of Public Relations

Introduction to Public RelationsIntroduction to Public Relations

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

Introduction to Public Relations History

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Why Study the Historical Roots of Why Study the Historical Roots of Public Relations?Public Relations?

To excel in a profession like public relations, To excel in a profession like public relations, you must master its cultural roots.you must master its cultural roots.

• What are the dynamics in a culture (past and What are the dynamics in a culture (past and present) that make your discipline vital to present) that make your discipline vital to successful involvement in that culture?successful involvement in that culture?

• What forces shaped your culture regarding how What forces shaped your culture regarding how people think and behave relative to your people think and behave relative to your profession?profession?


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Made in AmericaMade in America

• Public relations as a profession was initially an Public relations as a profession was initially an American phenomenon.American phenomenon.

• By the end of the 20th century, the same forces By the end of the 20th century, the same forces were mandating a need for PR throughout the were mandating a need for PR throughout the industrialized world.industrialized world.

• Leaders through the centuries have always Leaders through the centuries have always sought to influence their sought to influence their publicspublics. .

Let’s examine some early attempts.Let’s examine some early attempts.


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America—Dynamic Greenhouse America—Dynamic Greenhouse for Public Powerfor Public Power

• Unique and simultaneous political-cultural forces created a Unique and simultaneous political-cultural forces created a new power for public opinion in young America:new power for public opinion in young America:

• A democratic and republican government of, by and for the A democratic and republican government of, by and for the peoplepeople

• Free marketsFree markets

• Systems of checks and balancesSystems of checks and balances

• A rise in affluence and education for “commoners”A 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 be Such forces caused public relations to be made in made in America.America.


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Public Relations in the Revolutionary Public Relations in the Revolutionary WarWar

• Before the American Before the American Revolutionary War (1774-Revolutionary War (1774-1783) began, colonial leaders 1783) began, colonial leaders had no wish to pursue war had no wish to pursue war with Britain.with Britain.• The revolution had to be a The revolution had to be a

popular war if democratic popular war if democratic ideas were to work.ideas were to work.

• Yet, the leaders recognized a Yet, the leaders recognized a problem—only one-third of problem—only one-third of Americans favored Americans favored independence.independence.


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Public Relations in the Revolutionary Public Relations in the Revolutionary WarWar

• Two leaders of the revolution shrewdly appealed to Two leaders of the revolution shrewdly appealed to public sentiment.public sentiment.

• Samuel Adams - a true campaignerSamuel Adams - a true campaigner

• George Washington - a maximizer of successGeorge Washington - a maximizer of success

Adams was before his time regarding influence…Adams was before his time regarding influence…


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Samuel Adams—the CampaignerSamuel Adams—the Campaigner

A member of the Continental Congress, A member of the Continental Congress, Samuel Adams initiated a sustained, public Samuel Adams initiated a sustained, public campaign to influence Americans to seek campaign to influence Americans to seek independence by: independence by:

• Using symbols that were easily identifiable Using symbols that were easily identifiable and aroused emotions.and aroused emotions.

• Publicizing slogans that are still Publicizing slogans that are still remembered such as “Taxation remembered such as “Taxation without representation is tyranny.” without representation is tyranny.”

• Publicizing events such as “The Boston Publicizing events such as “The Boston Massacre” when the British fired into a Massacre” when the British fired into a group of colonists.group of colonists.

• Staging events such as the Boston Tea Party Staging events such as the Boston Tea Party to influence public opinion. to influence public opinion.

The Boston Tea Party—an act of Anglo- Americans dressed as Native Americans.


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A Broad Appeal to the A Broad Appeal to the People’s IdealismPeople’s Idealism

After the Revolutionary War, the Federalist After the Revolutionary War, the Federalist Papers, a series of 85 newspaper essays about the Papers, a series of 85 newspaper essays about the Constitution and the new form of government, Constitution and the new form of government, were published. were published. The Federalist Papers appealed The Federalist Papers appealed to Americans for a form of government to guard to Americans for a form of government to guard and enhance three values:and enhance three 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 Federalist The widespread distribution of the Federalist Papers led to the ratification of the U.S. Papers led to the ratification of the U.S. Constitution (1787-88).Constitution (1787-88).

Click image to view The Click image to view The Federalist Papers Federalist Papers

www.law.emory.eduwww.law.emory.edu


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Public sentiment is everything. Public sentiment is everything. With public sentiment, With public sentiment, nothing nothing can fail; without it, nothing can can fail; without it, nothing can succeed.succeed.

--Abraham Lincoln--Abraham LincolnPhoto from the University of

Tennessee web site www.SunSITE.edu

It was during the Civil War that It was during the Civil War that President Lincoln learned the value of President Lincoln learned the value of good public sentiment (or opinion).good public sentiment (or opinion).

““Public Sentiment Is Everything”Public Sentiment Is Everything”

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The Industrial Revolution Began a New The Industrial Revolution Began a New Era of Public Era of Public RelationsRelations

The Industrial Revolution (19th-20th centuries) was a landmark era for public relations. At the end of the 19th century, changes in social and economic conditions mandated new relations between industry and the public.

The Industrial Revolution brought about a change in how products were made—from using hand tools at home to using machine and power tools in a factory.

There were new and not always pleasant realities of American life:

• The enforced rhythm of the factory

• The stress of urban life

• The vast distinction between bosses and workers. During this era, public relations began to develop as an independent profession.

Three industrial forces…Three industrial forces…Slide 10 of 55


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Three Major Industrial ForcesThree Major Industrial Forces

The modern public relations profession is an The modern public relations profession is an outgrowth of three American forces in the 19th-outgrowth of three American forces in the 19th-20th centuries:20th centuries:

• Broad recognition of the power of public opinionBroad recognition of the power of public opinion

• Competition among institutions for public supportCompetition among institutions for public support

• Development of media to quickly influence public Development of media to quickly influence public opinionopinion


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Corporate America’s ResponseCorporate America’s Response

Business leaders recognized that new stresses on the Business leaders recognized that new stresses on the populace threatened production.populace threatened production.

““Corporations gradually began to realize the importance Corporations gradually began to realize the importance of combating hostility and courting public favor.”of combating hostility and courting public favor.”

——Marie CurtlMarie Curtl

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

The earliest appearance was probably in Dorman The earliest appearance was probably in Dorman Eaton's 1882 address to the graduating class of the Yale Eaton's 1882 address to the graduating class of the Yale Law School.Law School.


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American Industry Learned to American Industry Learned to Value Public ImageValue Public Image

Business leaders began to hire people adept at Business leaders began to hire people adept at understanding how to influence the public.understanding how to influence the public.

• AT&T (1883): Theodore Vail hired Charles J. AT&T (1883): Theodore Vail hired Charles J. Smith to manage company conflict with the Smith to manage company conflict with the public.public.

• Westinghouse (1889): George Westinghouse, Westinghouse (1889): George Westinghouse, patriarch of his famous electrical company, hired patriarch of his famous electrical company, hired E. H. Heinrichs to establish the first corporate E. H. Heinrichs to establish the first corporate public relations department.public relations department.

• The goal was to win the fight against The goal was to win the fight against Thomas Edison regarding how the nation Thomas Edison regarding how the nation would be wired (AC or DC).would be wired (AC or DC).

George Westinghouse used George Westinghouse used PR to bring us AC current.PR to bring us AC current.

www.britannica.comwww.britannica.com


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A Classic Press Agent ApproachA Classic Press Agent Approach

P. T. Barnum (d. 1891)—the master press agent:P. T. Barnum (d. 1891)—the master press agent:

• The circus owner Barnum masterfully and, The circus owner Barnum masterfully and, some say, inaccurately used publicity to some say, inaccurately used publicity to make money.make money.


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The First Publicity BureauThe First Publicity Bureau

In 1900, George Michaelis established the first In 1900, George Michaelis established the first publicity bureau in Boston to serve businesses.publicity bureau in Boston to serve businesses.

• He gathered factual information about his clients He gathered factual information about his clients for distribution to newspapers. for distribution to newspapers.

• By 1906, his major clients were the nation's By 1906, his major clients were the nation's railroads that were seeking to head off adverse railroads that were seeking to head off adverse regulations being promoted by President Theodore regulations being promoted by President Theodore Roosevelt. Roosevelt.


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President Roosevelt President Roosevelt vs. the Railroadsvs. the Railroads

• President Roosevelt, who saw the President Roosevelt, who saw the

presidency as “a bully pulpit,'' proved presidency as “a bully pulpit,'' proved

to be more than a match for the to be more than a match for the

Publicity Bureau. Publicity Bureau.

• The first president to make extensive use The first president to make extensive use

of press conferences and interviews, of press conferences and interviews,

Roosevelt was said to rule the country Roosevelt was said to rule the country

from the newspapers' front pages.from the newspapers' front pages.

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The Father of Public The Father of Public Relations—Ivy LeeRelations—Ivy Lee

• Lee made the first move toward the modern Lee made the first move toward the modern practice of information sharing, such as practice of information sharing, such as reporting on reporting on employee benefits and safetyemployee benefits and safety. . Some of his clients were:Some of his clients were:

• Pennsylvania Railroad (1906-1909)Pennsylvania Railroad (1906-1909)

• John D. Rockefeller and the Colorado Fuel John D. Rockefeller and the Colorado Fuel Strike (1914)Strike (1914)


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Moving Toward Openness and Moving Toward Openness and HonestyHonesty

• Lee convinced the corporate clients of his Lee convinced the corporate clients of his publicity agency (est. 1904) to become publicity agency (est. 1904) to become more open and honest with the public. more open and honest with the public.

• His Declaration of Principles became the His Declaration of Principles became the forerunner to a PR Code of Ethics.forerunner to a PR Code of Ethics.

• The public was no longer to be ignored…The public was no longer to be ignored…nor fooled, in the continuing manner of the nor fooled, in the continuing manner of the press agent.press agent. —Eric Goldman —Eric 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 be credited The Creel Committee in World War I can be credited with developing persuasive techniques to influence the with developing persuasive techniques to influence the American public to support the war and buy bonds.American public to support the war and buy bonds.

• Edward Bernays and Carl Byoir were two of those PR Edward Bernays and Carl Byoir were two of those PR practitioners coming out of this WWI tradition to launch practitioners coming out of this WWI tradition to launch public relations into the next decades.public relations into the next decades.

• Elmer Davis and the Office of War Information in World Elmer Davis and the Office of War Information in World War II continued this social science approach to War II continued this social science approach to influencing opinion with considerable experimental influencing opinion with considerable experimental opinion research done to provide the theory for the PR opinion research done to provide the theory for the PR programs.programs.


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Edward Bernays—Pioneer Edward Bernays—Pioneer of PR Educationof PR Education

Edward Bernays made significant Edward Bernays made significant contributions to equipping practitioners contributions to equipping practitioners for effective service. He taught the first for effective service. He taught the first collegiate public relations course at New collegiate public relations course at New York University (1923) and wrote the first York University (1923) and wrote the first public relations textbook, public relations textbook, Crystallizing Crystallizing Public Opinion .Public Opinion .

Bernays developed three tools to influence Bernays developed three tools to influence public consent:public consent:

• market researchmarket research

• social surveyssocial surveys

• public opinion pollspublic opinion polls

Click image to read a biography of Bernays (center). Photo from the Museum of Public Relations (prmuseum.com).


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Committee on Public InformationCommittee on Public Information

President Woodrow Wilson turned President Woodrow Wilson turned public relations from a defensive tool public relations from a defensive tool to an offensive one when he set up to an offensive one when he set up the Committee on Public the Committee on Public Information in 1917 to gain support Information in 1917 to gain support for World War I.for World War I.

Led by newspaper man Led by newspaper man George George Creel, tCreel, the Committee on Public he Committee on Public Information was a phenomenal Information was a phenomenal success.success.

On May 1, 1917, there were 350,000 On May 1, 1917, there were 350,000 holders of U.S. Bonds. Six months holders of U.S. Bonds. Six months later, later, 10 million10 million held bonds. held bonds.

The Censor Board of the Committee on Public The Censor Board of the Committee on Public Information; George Creel is seated on the far Information; George Creel is seated on the far

right. Photo from http://www.thehistorynet.com.right. Photo from http://www.thehistorynet.com.


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Relationship-building and Two-way Relationship-building and Two-way Communication TraditionCommunication Tradition

Now public relations opens a two-way door for Now public relations opens a two-way door for influence.influence.

It became increasingly obvious to practitioners that It became increasingly obvious to practitioners that organizations communicate with the public not only by words organizations communicate with the public not only by words but also by their response to public opinion.but also by their response to public opinion.

This new awareness allowed practitioners to advise This new awareness allowed practitioners to advise management as well as inform the public.management as well as inform the public.

Consequently, public relations professionals gained a place in Consequently, public relations professionals gained a place in the heart of business organizations—the decision-making and the heart of business organizations—the decision-making and operational aspects. operational aspects.

Ivy Lee was again in the vanguard…Ivy Lee was again in the vanguard…

John D. Rockefeller and the Colorado Fuel StrikeJohn D. Rockefeller and the Colorado Fuel Strike

• The Ludlow Massacre at the miners strike (1914) against Colorado Fuel and Iron Company shocked the nation.

• In desperation, John D. Rockefeller, Jr., the key stockholder, gave Ivy Lee the opportunity to become a consultant on the internal workings of his coal business.

• Lee strongly recommended to Rockefeller that he improve communications with miners and establish mechanisms to redress workers' grievances.

• Lee’s emphasis on counseling management to take positive action marked a major shift in public relations theory and practice.

• The Ludlow Massacre at the miners strike (1914) against Colorado Fuel and Iron Company shocked the nation.

• In desperation, John D. Rockefeller, Jr., the key stockholder, gave Ivy Lee the opportunity to become a consultant on the internal workings of his coal business.

• Lee strongly recommended to Rockefeller that he improve communications with miners and establish mechanisms to redress workers' grievances.

• Lee’s emphasis on counseling management to take positive action marked a major shift in public relations theory and practice.

Out of the 22 deaths Out of the 22 deaths in the Ludlow in the Ludlow

Massacre, 13 were Massacre, 13 were women and women and children.children.

Click this box to view Click this box to view photographs of the massacre photographs of the massacre

circulated at the time.circulated at the time.

Out of the 22 deaths Out of the 22 deaths in the Ludlow in the Ludlow

Massacre, 13 were Massacre, 13 were women and women and children.children.

Click this box to view Click this box to view photographs of the massacre photographs of the massacre

circulated at the time.circulated at the time.

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Inward Focus on Employees ExpandsInward Focus on Employees Expands

• In addition to its outward focus, public relations In addition to its outward focus, public relations expanded its inward focus. This had several results. expanded its inward focus. This had several results.

• Employees became recognized as a significant public. Employees became recognized as a significant public.

• Ivy Lee persuaded his client American Tobacco Company to Ivy Lee persuaded his client American Tobacco Company to introduce profit-sharing for its employees.introduce profit-sharing for its employees.

• By 1925, more than half of all major manufacturing By 1925, more than half of all major manufacturing companies were publishing employee magazines.companies were publishing employee magazines.

The practice moves upward…The practice moves upward…


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AT&T and Arthur PageAT&T and Arthur Page

Arthur Page accepted AT&T’s offer of PR vice president on the condition that he would have a voice in company policy. Page set out to win public confidence. This required a continuous and planned program of positive public relations.

• AT&T went directly to the public AT&T went directly to the public with a film program for schools and with a film program for schools and civic groups.civic groups.

• AT&T paid fees for employees to AT&T paid fees for employees to join outside organizations as join outside organizations as representatives.representatives.

• Finally, the company sought to have Finally, the company sought to have as many people as possible own its as many people as possible own its stock. stock.

Click on the image to read a short biography of Arthur Page, a giant of a PR practitioner. Photo from prmuseum.com.


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

• Two mid-20Two mid-20thth century events significantly century events significantly shaped the American culture. shaped the American culture.

• The Great DepressionThe Great Depression

• World War IIWorld War II

• Those events also influenced the development of Those events also influenced the development of public relations as an agent of mutual influence.public relations as an agent of mutual influence.

How did the Depression affect public relations?How did the Depression affect public relations?


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The Depression Brought CompassionThe Depression Brought Compassion

• Public relations people began to Public relations people began to emphasize a new approach to their emphasize a new approach to their publics—one of seeking mutual publics—one of seeking mutual influence through understanding influence through understanding (Stage 3).(Stage 3).

• They sought to understand the They sought to understand the desperate needs of their publics.desperate needs of their publics.

• They facilitated acts of They facilitated acts of compassion on the part of their compassion on the part of their clients.clients.

Workers looking for work in the Great Depression. Click the

image to see what life was like in the 1930s.

Photo © 2001 Britannica.com Inc


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The Prestige of the Populace The Prestige of the Populace IncreasedIncreased

• The flow of capital and production evaporated after the market The flow of capital and production evaporated after the market crash of 1929.crash of 1929.

• The need for an informed public became more vital as government, The need for an informed public became more vital as government, business and labor competed for public support for the use of limited business and labor competed for public support for the use of limited resources.resources.

• Persuasion and publicity could be effective only when they Persuasion and publicity could be effective only when they were coupled with responsible performance.were coupled with responsible performance.

• The practitioner was called upon to help organizations pursue The practitioner was called upon to help organizations pursue responsible performance to increase public respect.responsible performance to increase public respect.

War gave PR a permanent place in government…


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Military Adopted Public Relations in Military Adopted Public Relations in World War II (1939-1945)World War II (1939-1945)

• The deteriorating military and political situation in The deteriorating military and political situation in Europe caused the military to increase its practice of Europe caused the military to increase its practice of public relations in the 1930s.public relations in the 1930s.

• Each branch of the service built its own public relations Each branch of the service built its own public relations apparatus to promote its particular form of warfare.apparatus to promote its particular form of warfare.

• The Army's PR efforts employed 3,000 military and civilian The Army's PR efforts employed 3,000 military and civilian personnel.personnel.

How Hitler captured public relations…


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Hitler’s Nazi Party Became Masters of Public RelationsHitler’s Nazi Party Became Masters of Public Relations

The greatest application of public The greatest application of public relations techniques in the 1930s occurred relations techniques in the 1930s occurred in Germany. in Germany.

The Nazi propaganda machine under The Nazi propaganda machine under Joseph Goebbels viciously used press Joseph Goebbels viciously used press agentry.agentry.

The Nazis demonstrated both the dangers and the effectiveness of propaganda.

The greatest application of public The greatest application of public relations techniques in the 1930s occurred relations techniques in the 1930s occurred in Germany. in Germany.

The Nazi propaganda machine under The Nazi propaganda machine under Joseph Goebbels viciously used press Joseph Goebbels viciously used press agentry.agentry.

The Nazis demonstrated both the dangers and the effectiveness of propaganda.

Click here to read about the American-born Axis Sally. She made propaganda broadcasts for Radio Berlin in Hitler's Germany.

Click here to read about the American-born Axis Sally. She made propaganda broadcasts for Radio Berlin in Hitler's Germany.

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US Office of War Information US Office of War Information Mobilized a NationMobilized a Nation

• In June 1942, with America fully engaged in the In June 1942, with America fully engaged in the war, the Office of War Information (OWI) was war, the Office of War Information (OWI) was established under Elmer Davis.established under Elmer Davis.

• A massive public relations effort was mounted A massive public relations effort was mounted to rally the home front.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 Information was The goal of the Office of War Information was to implement massive mobilization strategies:to implement massive mobilization 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 and efficiencypromoting factory productivity and efficiency

Read these posters through the eyes of a soldier’s wife…


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Images that Mobilized a Nation at WarImages that Mobilized 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 at http://www.archives.gov.

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Influx of PR Practitioners after WWIIInflux of PR Practitioners after WWII

Click on the picture to hear about PR after WWII.Click on the picture to hear about PR after WWII.


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The Legacy of the OWI The Legacy of the OWI Remains TodayRemains Today

• Several important communication agencies that are still active Several important communication agencies that are still active today trace their beginnings to OWI: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 (1942) of the VOA was in German, intended The first broadcast (1942) of the VOA was in German, intended to counter Nazi propaganda. By 1945 the VOA was to counter Nazi propaganda. By 1945 the VOA was broadcasting in 40 languages weekly.broadcasting in 40 languages weekly.

• The Advertising CouncilThe Advertising Council

In war the foundation was laid for sophistication of In war the foundation was laid for sophistication of public relations in business.public relations in business.


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Post World War II Era Saw Post World War II Era Saw Increased SophisticationIncreased Sophistication

• The post war era witnessed tremendous growth of public relations as a The post war era witnessed tremendous growth of public relations as a sophisticated profession.sophisticated profession.

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

• During this period, new emphasis was placed on public relations During this period, new emphasis was placed on public relations functions ( and on more sophisticated PR tools (e.g., audience analysis).functions ( and on more sophisticated PR tools (e.g., audience analysis).

• Carl Byoir used public relations techniques to raise money nationally to Carl Byoir used public relations techniques to raise money nationally to help polio victims and to find a cure for the crippling disease.help polio victims and to find a cure for the crippling disease.

• Harold Burson began his PR agency in 1946; merged with Bill Harold Burson began his PR agency in 1946; merged with Bill Marstellar in 1953. Burson-Marstellar became the largest public Marstellar in 1953. Burson-Marstellar became the largest public relations agency in the world. It remains one of the top agencies today.relations agency in the world. It remains one of the top agencies today.

A place in the university…


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Development in Education and Ethics for Development in Education and Ethics for Public RelationsPublic Relations

• Boston University established the first school of Boston University established the first school of public relations (1947). public relations (1947).

• Two years later, one hundred colleges and Two years later, one hundred colleges and universities offered classes in the subject.universities offered classes in the subject.

• In 1954, the Public Relations Society of In 1954, the Public Relations Society of America (PRSA) developed the first code of America (PRSA) developed the first code of ethics for the profession. ethics for the profession.

• The society set up a grievance board for code The society set up a grievance board for code enforcement in 1962 and a program of voluntary enforcement in 1962 and a program of voluntary accreditation in 1964.accreditation in 1964.


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Moss Kendrix Changed Perceptions Moss Kendrix Changed Perceptions about African-Americansabout African-Americans

• Moss Kendrix (1917-1989) was a public Moss Kendrix (1917-1989) was a public relations pioneer in transforming racial relations pioneer in transforming racial stereotyping.stereotyping.

• Kendrix used advertising to influence Kendrix used advertising to influence how Americans viewed black citizens.how Americans viewed black citizens.

• American icons such as Carnation, the American icons such as Carnation, the Ford Motor Company, and the Coca-Cola, Ford Motor Company, and the Coca-Cola, employed Kendrix to create campaigns employed Kendrix to create campaigns that targeted the black community.that targeted the black community.

Click on the image to read about Click on the image to read about Kendrix’s amazing legacy. Photo Kendrix’s amazing legacy. Photo from www.prmuseum.com.from www.prmuseum.com.


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Increased Role of Government in Increased Role of Government in Organizational LifeOrganizational Life

Business/government relations became increasingly Business/government relations became increasingly important as the federal government entered a new era important as the federal government entered a new era of regulation.of regulation.

Such regulations came in part because Such regulations came in part because

of several issues in the 1970s-80s:of several issues in the 1970s-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 the Review of Principles from the Second MillenniumSecond Millennium

From the second millennium lesson, we realized that…From the second millennium lesson, we realized that…

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

2. Even powerful people cannot ignore the opinion of the public.2. Even powerful people cannot ignore the opinion of the public.

3. Democracy is dependent on a strong, opinionated public.3. Democracy is dependent on a strong, opinionated public.

4. An intentional and sustained campaign to broadly influence the public 4. An intentional and sustained campaign to broadly influence the public can be very effective.can be very effective.

5. Publishing one’s successes affects indifferent public opinion.5. Publishing one’s successes affects indifferent public opinion.

6. A wide distribution of rational appeal to the public’s values influences 6. A wide distribution of rational appeal to the public’s values influences their thinking and behavior.their thinking and behavior.


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Review of Principles from the Review of Principles from the Industrial RevolutionIndustrial Revolution

The public relations profession was born in the The public relations profession was born in the industrial age through dynamic changes in American industrial age through dynamic changes in American life.life.

• Organizations must accept the need to deal with public Organizations must accept the need to deal with public opinion. opinion.

• In a media-strong democracy, the public can powerfully In a media-strong democracy, the public can powerfully express its opinion.express its opinion.

• PR professionals help organizations avoid costly expressions PR professionals help organizations avoid costly expressions of public discontent in an age of fierce competition for of public discontent in an age of fierce competition for public support.public support.


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Review of Principles Since 1930Review of Principles Since 1930

• The Depression-War era led public relations to value The Depression-War era led public relations to value mutual influence and develop massive, sophisticated mutual influence and develop massive, sophisticated strategies to communicate with and influence the public.strategies to communicate with and influence the public.

• Public relations became a respected, sophisticated and Public relations became a respected, sophisticated and expanded profession during the post-WWII era, largely expanded profession during the post-WWII era, largely through governmental and public influence.through governmental and public influence.

• Currently public relations is evolving as a force for Currently public relations is evolving as a force for adaptation to public concerns on vital issues.adaptation to public concerns on vital issues.


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In Summary…In Summary…

Since its inception, Public Relations has Since its inception, Public Relations has undergone several changes. These changes were undergone several changes. These changes were usually brought about by changes in the usually brought about by changes in the environment in which people lived. Practitioners environment in which people lived. Practitioners must be aware of the history of PR and anticipate must be aware of the history of PR and anticipate changes in the present and future of Public changes in the present and future of Public Relations. Relations.


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Slides not used in classSlides not used in class


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Today’s Learning Objectives are…Today’s Learning Objectives are…

• Understand that people cannot ignore public opinionUnderstand that people cannot ignore public opinion

• Realize how a democracy is dependent on public opinion Realize how a democracy is dependent on public opinion

• Discover how two major forces influenced the development Discover how two major forces influenced the development of public relations in the United States during the 1930s.of public relations in the United States during the 1930s.

• Trace how PR became a respected and sophisticated Trace how PR became a respected and sophisticated profession during the post-WWII era.profession during the post-WWII era.

• Comprehend how public relations is currently changing at the Comprehend how public relations is currently changing at the start of the 21st century.start of the 21st century.

Is public relations history important?Is public relations history important?


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Great Communicators of Great Communicators of the Pre-modern Erathe Pre-modern Era

• Who would you say influenced the public the most by delivering a speech?

• Pope Urban II Pope Urban II

• Abraham LincolnAbraham Lincoln

• Winston ChurchillWinston Churchill

• Martin Luther KingMartin Luther King

• Johnny CarsonJohnny Carson

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

How a speech united a continent…How a speech united a continent…

The Speech that Inflamed a ContinentThe Speech that Inflamed a Continent• Pope Urban declared the misdeeds of the Seljuks in a Pope 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).

Click image to read Pope Urban’s speech.Click image to read Pope Urban’s speech.

• In his speech, he challenged Europe to send an army to protect the holy places and Christian visitors in Palestine from the Seljuk Turks.

• Europe overwhelmingly responded to Urban’s challenge, and thus began the Crusades that lasted for two centuries

From Pope Urban we learn:From Pope Urban we learn:

• To influence people, we must identify sincerely with their common passions.

• We must clearly and publicly express our aspirations.

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The Timing of Luther’s ListThe Timing of Luther’s List

• Martin Luther began the Protestant Martin Luther began the Protestant Reformation with a list of grievances.Reformation with a list of grievances.

In 1517 he publicly posted a list of 95 In 1517 he publicly posted a list of 95 grievances he held against the church grievances he held against the church leaders in Rome. Within a few years, half leaders in Rome. Within a few years, half of Europe supported Luther’s ideas. of Europe supported Luther’s ideas.

• A few decades earlier, Luther probably A few decades earlier, Luther probably would have been burned at the stake for would have been burned at the stake for his protest (as was Jon Hus).his protest (as was Jon Hus).

• But in 1517, much of Europe was But in 1517, much of Europe was brewing for radical change and Luther brewing for radical change and Luther knew it.knew it.

Click to read a few of Luther's Click to read a few of Luther's arguments in his 95 Theses.arguments in his 95 Theses.

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The Role of Public OpinionThe Role of Public Opinion

• Throughout history, leaders have courted public sentiment to Throughout history, leaders have courted public sentiment to sustain their power.sustain their power.

Even monarchies or dictators cannot afford to ignore public attitudes. Even monarchies or dictators cannot afford to ignore public attitudes. They often take pains to assure that their subjects are supportive of They often take pains to assure that their subjects are supportive of their regime.their regime.

• Constitutional monarchies and democracies arose from a self-Constitutional monarchies and democracies arose from a self-consciousness of the people.consciousness of the people.

• One change was indirectly influenced by an unpopular, One change was indirectly influenced by an unpopular, political philosopher.political philosopher.

That philosopher was Locke…That philosopher was Locke…


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The Influence of John LockeThe Influence of John Locke

The concept of the natural right of people to The concept of the natural right of people to oversee their rulers was developed by oversee their rulers was developed by English philosopher John Locke (d. 1704) English philosopher John Locke (d. 1704) and later adopted by Thomas Jefferson. and later adopted by Thomas Jefferson. Locke taught radical ideas that were very Locke taught radical ideas that were very unpopular with European rulers but became unpopular with European rulers but became accepted in America, such as…accepted in America, such as…

• Governments derive their power from the Governments derive their power from the consent of their subjects.consent of their subjects.

• Democracy is a very advanced and more natural Democracy is a very advanced and more natural form of government. form of government.

John LockeJohn Locke

Democracies thrive on public opinion…Democracies thrive on public opinion…


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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 desired public away from using any available means to achieve desired public opinionopinion

• toward informing the public and providing information and toward informing the public and providing information and counsel to managementcounsel to management


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I. RhetoriciansI. Rhetoricians

The early aspects of public relations in trying to The early aspects of public relations in trying to influence publics through what was said, not influence publics through what was said, not necessarily what was done.necessarily what was done.

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

CaesarCaesar

Pope UrbanPope Urban

Samuel AdamsSamuel Adams

“Propaganda of the Deed”“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) argued for:

• The Propaganda of the Deed : the idea justified the need for actions to gain public attention to political ideas/grievances.

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

• Propaganda of the deed became known as terrorism after the 1960s.

• 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) argued for:

• The Propaganda of the Deed : the idea justified the need for actions to gain public attention to political ideas/grievances.

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

• Propaganda of the deed became known as terrorism after the 1960s.

Smoke billowing over Tulsa,Oklahoma during 1921 race riots, Alvin C. Krupnick Co., photographer, Library of Congress

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The Rise of Non-violent The Rise of Non-violent Press AgentryPress Agentry

The twentieth century witnessed the use of non-violent, staged events to draw attention to

social/political issues.

Mahatma Gandhi ingeniously used non-violence to bring independence to India (1930-1947).

Inspired by Gandhi, Martin Luther King, Jr. successfully applied non-violent events to change American attitudes and laws about civil rights for black Americans (1960s).

The way Gandhi even dressed and traveled were meant to influence public opinion. To learn more about Gandhi, visit this site: www.nuvs.com/ashram

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Press Agentry and HostilityPress Agentry and Hostility

• The success of press agents in attracting The success of press agents in attracting attention and a public response often results in attention and a public response often results in hostility from the press and the public.hostility from the press and the public.

Such results are assured if the publicity is coupled Such results are assured if the publicity is coupled with blatantly deceptive and manipulative tactics. with blatantly deceptive and manipulative tactics.

• Press agentry gave public relations a bad name Press agentry gave public relations a bad name that persists to this day.that persists to this day.

• Public relations practitioners should use press Public relations practitioners should use press agentry only with high ethics and great care.agentry only with high ethics and great care.

From manipulation to cooperation…From manipulation to cooperation…


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III. Journalistic/Publicity TraditionIII. Journalistic/Publicity Tradition

• By the early 1900s, businesses were forced to submit to By the early 1900s, businesses were forced to submit to three new dynamics: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 of press agentry Public relations moved from the stage of press agentry to an era of public cooperation through distribution of to an era of public cooperation through distribution of accurate information.accurate information.


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The End of Corporate America’s Era of The End of Corporate America’s Era of SuccessSuccess

• The Great Depression (1929-1939) witnessed thousands The Great Depression (1929-1939) witnessed thousands of bankruptcies and the vanishing of great wealth.of bankruptcies and the vanishing of great wealth.

• Business was viewed as a failed Business was viewed as a failed institution, unable to sustain institution, unable to sustain prosperity.prosperity.

• Corporate public relations Corporate public relations became less negative and became less negative and more of a positive and more of a positive and continuous program to rebuild continuous 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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