Scribd Logo
Upload

Welcome to Scribd!

  • 139 views

    The History of Public Relations

    Uploaded by

    daniel
    The document outlines the history of public relations through four traditions: the rhetorician and press agent tradition which focused on political campaigns; the journalistic and publicity tradition pioneered by Ivy Lee which emphasized factual information sharing; the persuasive communication campaign tradition exemplified by Edward Bernays' use of propaganda; and the relationship-building and two-way communication tradition established by Arthur Page which emphasized listening to stakeholders. Public relations has evolved from early manipulation to modern day mutual understanding through information sharing across growing communication channels in the globalized information society.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    The History of Public Relations

    Uploaded by

    daniel
    139 views21 pages
    The document outlines the history of public relations through four traditions: the rhetorician and press agent tradition which focused on political campaigns; the journalistic and publicity tradition pioneered by Ivy Lee which emphasized factual information sharing; the persuasive communication campaign tradition exemplified by Edward Bernays' use of propaganda; and the relationship-building and two-way communication tradition established by Arthur Page which emphasized listening to stakeholders. Public relations has evolved from early manipulation to modern day mutual understanding through information sharing across growing communication channels in the globalized information society.

    Original Title

    THE_HISTORY_OF_PUBLIC_RELATIONS

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    The document outlines the history of public relations through four traditions: the rhetorician and press agent tradition which focused on political campaigns; the journalistic and publicity tradition pioneered by Ivy Lee which emphasized factual information sharing; the persuasive communication campaign tradition exemplified by Edward Bernays' use of propaganda; and the relationship-building and two-way communication tradition established by Arthur Page which emphasized listening to stakeholders. Public relations has evolved from early manipulation to modern day mutual understanding through information sharing across growing communication channels in the globalized information society.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    139 views21 pages

    The History of Public Relations

    Uploaded by

    daniel
    The document outlines the history of public relations through four traditions: the rhetorician and press agent tradition which focused on political campaigns; the journalistic and publicity tradition pioneered by Ivy Lee which emphasized factual information sharing; the persuasive communication campaign tradition exemplified by Edward Bernays' use of propaganda; and the relationship-building and two-way communication tradition established by Arthur Page which emphasized listening to stakeholders. Public relations has evolved from early manipulation to modern day mutual understanding through information sharing across growing communication channels in the globalized information society.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 21

    THE HISTORY OF PUBLIC

    RELATIONS PR #02
    OUTLINE:
    1. Preview
    2. Traditions of PR:
    Rhetorician and press agent
    tradition
    Journalistic and publicity tradition
    The persuasive communication
    campaign tradition
    Relationship-building and two-way
    communication tradition
    3. The global information society
    PREVIEW
    Three factors have motivated or
    responsible for the evolution and
    growth of PR as a communication
    medium:
    1. Public opinion → move others to
    action
    2. Competition among the institutions
    that rely on public support
    3. Development of media through
    which organizations can reach
    public
    Evolution of PR through 4 different
    traditions:
    ▪Rhetorician and press agent tradition
    ▪Journalistic and publicity tradition
    ▪The persuasive communication campaign
    tradition
    ▪Relationship-building and two-way
    communication tradition

    Each traditions present as a


    product of larger economic,
    political, social, and cultural forces
    of the time, as well as the growth
    of mass media and specialized
    communication channels.
    A. RHETORICIAN AND PRESS AGENT TRADITION
    AMERICAN ANTECEDENTS TO PUBLIC
    RELATIONS

    ▪Activities in the early days of


    American settlement as each
    of colonies used publicity
    techniques to attract settlers.
    ▪1641 New England’s First Fruits
    →fund-raising brochure
    ▪1758, King’s College issued the
    first press release-to announce
    graduation exercise.
    A. RHETORICIAN AND PRESS AGENT TRADITION
    AMERICAN ANTECEDENTS TO PUBLIC
    RELATIONS

    Samuel Adams initiating public relations


    campaign during American Revolutionary War.
    Event: Boston Tea Party (1773)
    A. RHETORICIAN AND PRESS AGENT TRADITION
    PR IN YOUNG NATIONS
    PR practiced primarily in the
    political sphere.
    Publication and dissemination of the
    Federalist Papers, led to the
    ratification of US constitution.
    Amos Kendall: serve as the
    candidate’s pollster, counselor,
    ghostwriter, and publicists for
    Andrew Jackson (7th President of
    USA).
    A. RHETORICIAN AND PRESS AGENT TRADITION
    P.T BARNUM AND PRESS AGENTRY
    Originated many methods to for
    attracting public attention.
    Known as the “harmless deceiver”.
    For more information and P.T
    Barnum tactics you may watch “The
    Greatest Showman”

    Press agentry:
    (a) professional publicists who acts on
    behalf of his or her client on all
    matters involving public relations.
    Providing information to the
    media.
    (b) One who uses information as
    manipulative tools, employing
    whatever means to achieve
    desired public opinion and action.
    A. RHETORICIAN AND PRESS AGENT TRADITION
    P.T BARNUM AND PRESS AGENTRY

    The Downside of Press Agentry


    →Press agentry can be threatening
    esp. when its use in business and
    politics.
    →Propaganda of the deed:
    provocative
    →Publicity stunt gained popularity
    A publicity stunt is a planned event
    designed to attract the public's
    attention to the event's organizers or
    their cause. Publicity stunts can be
    professionally organized, or set up
    by amateurs.
    JOURNALISTIC AND PUBLICITY TRADITION
    EARLY PR CONSULTANTS

    The first Publicity Bureau:


    In 1900, George Michaelis established
    the first publicity bureau in Boston to serve
    businesses.
     He gathered factual information about his clients
    for distribution to newspapers.
     By 1906, his major clients were the nation's
    railroads that were seeking to head off adverse
    regulations being promoted by President Theodore
    Roosevelt.

    Theodore Roosevelt (26’th Preseident) use press


    conference and interviews to pass the Hepburn Act.
    JOURNALISTIC AND PUBLICITY TRADITION
    EARLY PR CONSULTANTS
    The Father of PR:
    IVY LEE-Lee made the first move toward the
    modern practice of information sharing,
    such as reporting on employee benefits
    and safety. Some of his clients were:
    Pennsylvania Railroad (1906-1909)
    John D. Rockefeller and the Colorado Fuel
    Strike (1914)

    Lee’s pov:
    -tell the truth, and if telling the truth
    damaged the organization, correct the
    problem so that the truth could be told
    without fear.
    -Publicity arsenal: news releases, leaflets,
    bulletin for customers, company news for
    employees, and other material for
    important decision maker.
    -Saw himself as a mediator, bridging the
    concerns of business and the public’s
    interests.
    JOURNALISTIC AND PUBLICITY TRADITION
    NOT FOR PROFIT ORGANIZATIONS
    AND SOCIAL MOVEMENT
    Not for profit organizations bagan
    to use publicity extensively in the
    early of 20’th century.
    Using PR to inform public about
    controversial issues

    EARLY CORPORATE
    COMMUNICATIONS DEPARTEMENT
    AT&T; Chicago Edison Company →
    The Electric City

    EARLY GOVERNMENT PUBLIC


    RELATIONS
    Sought public support during WWI
    PERSUASIVE COMMUNICATION
    CAMPAIGN TRADITION
    The Creel Commitee
    Committee on Public Information by
    Woodrow Wilson, run by George
    Creel.
    “Propaganda is one of the most
    powerful instrumentalities in the
    modern world” (Harold D. Lasswell).

    → Public opinion
    PERSUASIVE COMMUNICATION
    CAMPAIGN TRADITION
    Edward Bernays→ Crystallizing
    Public Opinion.
    Bernays understood that publics
    could be persuaded if the message
    supported their values and interests.

    Bernays’s most well-known event was


    “Lights Golden Jubilee.”
    Underwritten in 1929 by General Electric
    and the National Electric Light Association,
    the jubilee media event recognized the 50-
    year anniversary of Thomas Edison’s
    invention of the electric lightbulb.
    RELATIONSHIP BUILDING AND TWO-WAY
    COMMUNICATION TRADITION
    Arthur Page
    1. PR as a broad-based management
    function that transcended both the
    journalistic publicity and persuasive
    communication campaign traditions.
    2. A continuous and planned program of
    positive public relations using
    institutional advertising, the usual stream
    of information flowing through press
    releases, and other methods were
    needed.
    3. the publicity department act as an
    interpreter of the public to the company,
    drawing on a systematic and accurate
    diagnosis of public opinion.
    RELATIONSHIP BUILDING AND TWO-WAY
    COMMUNICATION TRADITION
    ARTHUR PAGE
    6 Principles of PR:
    1. Tell the truth.
    2. Prove it with action
    3. Listen to the customer.
    4. Manage for Tommorrow
    5. Conduct PR as if the whole company
    depends on it.
    6. Remain calm, patient, and good-
    humored.
    RELATIONSHIP BUILDING AND TWO-WAY
    COMMUNICATION TRADITION
    The Depression and WW II → government
    Post WWII → by private sector
    THREE STAGES OF PR DEVELOPMENT
    THROUGH INDUSTRIAL AGE:

    1. Manipulation;
    2. Information;
    3. Mutual Influence and Understanding.
    THE GLOBAL INFORMATION SOCIETY
    Distinct phase in PR characterized by: (1)
    The use of the internet and other new
    communication technologies and (2) the
    growth of PR agencies
    The Internet and Social Media
    No more “pushing information”.
    Way to gather information.
    Global Communication Demands
    Speed of production, intercultural
    communication.
    Proliferating Communication Channels.
    THE FUTURE OF PR

    From To
    • Manipulation • Adaptation
    • External Counselor • Internal Team
    • Marketing Member
    • Program • Management
    • Craftsperson • Process
    • Items • Manager
    • Output • Issues
    • Firefighter • Input
    • Illegitimacy • Fire Preventer
    • U.S Profession • Legitimacy
    • Global Profession
    KEY TERMS

    online
    press agents
    propaganda of the deed
    rhetoricians
    stakeholders

    You might also like