Chapter 2

1. Chapter 2 PR’s Origins and Evolution This is PR 11th Edition Newsom, Turk and Kruckeberg

2. 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

3. 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

4. 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

5. PR’s Multiple “Founders” • Bernays • George Creel and the Committee on Public Information • Ivy Lee This is PR 11th Edition Newsom, Turk and Kruckeberg

6. 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

7. 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

8. 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

9. 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

10. Five Stages of PR in the USA (cont.) • Communicating/initiating • Publicists • Press agents • Promoters • Propagandists This is PR 11th Edition Newsom, Turk and Kruckeberg

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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

23. 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

24. 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 This is PR 11th Edition Newsom, Turk and Kruckeberg