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Transcript of Chapter2
This is PR 11th Edition Newsom, Turk and Kruckeberg
Chapter 2
PR’s Origins and Evolution
This is PR 11th Edition Newsom, Turk and Kruckeberg
Objectives
• To appreciate that public relations in some form has been a part of societies throughout the history of humankind
• To recognize how public relations practice has influenced how society has evolved throughout history
• To understand the critical importance of public relations in a free and democratic society
• To develop a sensitivity about why public relations evolved, not just in business, but also in government and in a wide range of nongovernmental organizations
• To create a heightened awareness of how public relations has matured as a professional occupation
• To understand how communications technology is changing contemporary practice of public relations
This is PR 11th Edition Newsom, Turk and Kruckeberg
Origin of PR Term
• Thomas Jefferson combined the words “public” and “relations” in 1807
• Yale graduation speaker used the words in 1882
• Words appeared in print in 1897• Edward Bernays called himself a “public
relations counsel” in 1921
This is PR 11th Edition Newsom, Turk and Kruckeberg
Influence of Bernays
• First to call himself public relations counsel• Wrote first PR book, “Crystallizing Public
Opinion”• Taught first PR college course at NYU• Specialized in mass psychology: how
opinions of large numbers of people can be influenced effectively
This is PR 11th Edition Newsom, Turk and Kruckeberg
PR’s Multiple “Founders”
• Bernays• George Creel and the Committee on Public
Information• Ivy Lee
This is PR 11th Edition Newsom, Turk and Kruckeberg
PR’s Common Thread: persuasion
• Monuments and art of ancient world• Christian and Islamic religious writings• Roman emperors• Shakespeare’s historical plays
This is PR 11th Edition Newsom, Turk and Kruckeberg
PR’s Uses Throughout History
• Promote wars• Lobby for political causes• Support political parties• Promote religion• Sell products• Raise money• Publicize events and people
This is PR 11th Edition Newsom, Turk and Kruckeberg
PR Tactics Throughout History
• Use of rhetoric• Use of symbols• Use of mass media• Use of technology
– Internet and intranets
This is PR 11th Edition Newsom, Turk and Kruckeberg
Five Stages of PR in the USA
• Preliminary– Development of channels of
communication– Development of PR tactics such as
publicity, promotion, press agentry
This is PR 11th Edition Newsom, Turk and Kruckeberg
Five Stages of PR in the USA (cont.)
• Communicating/initiating– Publicists– Press agents– Promoters– Propagandists
This is PR 11th Edition Newsom, Turk and Kruckeberg
Five Stages of PR in the USA (cont.)
• Reacting/responding– Writers as spokespeople– PR on behalf of special interests
This is PR 11th Edition Newsom, Turk and Kruckeberg
Five Stages of PR in the USA (cont.)
• Planning/preventing– Maturing of public relations– Incorporating of PR as management
function
This is PR 11th Edition Newsom, Turk and Kruckeberg
Five Stages of PR in the USA (cont.)
• Professionalism– Control over use and practice of public
relations on an international level– Development of a Body of Knowledge,
code of ethics, PR education
This is PR 11th Edition Newsom, Turk and Kruckeberg
PR Historical Highlights in USA
• 1600 – 1799: colonization and American Revolution– Federalist papers (Alexander Hamilton,
James Madison, John Jay)– Bill of Rights
This is PR 11th Edition Newsom, Turk and Kruckeberg
PR Historical Highlights in USA (cont.)
• 1800 – 1899: Civil War, Western Expansion, Industrial Revolution– Amos Kendall, first presidential press secretary– PR used in political campaigns, elections– Partisan press to promote antislavery views– PR used to raise funds for war effort– Creations of legends, heroes of movement to
US West
This is PR 11th Edition Newsom, Turk and Kruckeberg
PR Historical Highlights in USA (cont.)
– PR/press agentry in entertainment: P.T. Barnum, book publishing
– Use of PR by educational institutions (Yale, Harvard)
– Steam power, linotype, technology advanced PR tactics and techniques
– Shift from “public be damned” to acknowledging obligation to society
– PR used in retailing, industry, service industries
This is PR 11th Edition Newsom, Turk and Kruckeberg
PR Historical Highlights in USA (cont.)
• 1900 – 1939: Progressive Era, Muckrakers, WW I, Depression– Ivy Lee’s “Declaration of Principles”– Publicists become spokespersons for
organizations and corporations– Businesses under fire from muckrakers,
government– Media relations as PR specialty
This is PR 11th Edition Newsom, Turk and Kruckeberg
PR Historical Highlights in USA (cont.)
– Development of publicity agencies and in-house publicity bureaus
– First press bureau in federal government– George Creel and the Committee on Public
Information– Social science interest in public opinion and
opinion research– Arthur W. Page Principles– Wider use of PR by presidents
This is PR 11th Edition Newsom, Turk and Kruckeberg
PR Historical Highlights in USA (cont.)
• 1940 – 1979: planning, preventing and growth of PR as management function– WW II turned PR into full-fledged
profession– First full School of Public Relations
established at BU– Booming post-War economy
strengthened role of PR in business
This is PR 11th Edition Newsom, Turk and Kruckeberg
PR Historical Highlights in USA (cont.)
– Beginnings of corporate social responsibility
– PR used in causes such as civil rights, space program, peace movement
– Growth of consumer movement creates niche for PR and highlights disconnect between business and consumers
– New court and SEC rulings have impact on financial, investor PR
This is PR 11th Edition Newsom, Turk and Kruckeberg
PR Historical Highlights in USA (cont.)
• 1980 – Present: professionalism, global communication– Reagan presidency illustrates new, more
controlled uses of PR – Large PR firms acquired by advertising
agencies– Mergers occur among large PR and
advertising firms
This is PR 11th Edition Newsom, Turk and Kruckeberg
PR Historical Highlights in USA (cont.)
– Development of “full-service” agencies that offer both PR and advertising
– Development of “integrated communication” or “integrated marketing communications” puts greater emphasis on strategic planning in PR
– Globalization of news turned PR global as well
This is PR 11th Edition Newsom, Turk and Kruckeberg
PR Historical Highlights in USA (cont.)
• Political, cultural developments around the world open new markets, audiences to PR messages
• Technology completes the globalization of communication and PR
• Global markets = global branding = global PR strategies and tactics
• Communication technology, multiculturalism and globalization continue as major influences
This is PR 11th Edition Newsom, Turk and Kruckeberg
PR Outlook for the Future
• Employment of PR specialists expected to increase faster than the average for all occupations through 2012
• New challenges balancing openness and positive relationships with concerns about safety and security
• Increasingly diverse nation– Growth of minorities– “ Baby Boomers”– Natural disasters
• Increasing use of technology