History of Public Relations
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From the Rosetta Stone to the Boston Tea Party to the "Torches of Freedom" to today's digital age, public relations or responsible advocacy (and sometimes not so responsible) have been a part of the human landscape.
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History of Public Relations
- 1. The History of Public RelationsThe History of Public Relations PRSA Certificate in Principles of Public Relations April 26, 2014
- 2. As old as civilization... Informing People Persuading People Integrating People with People
- 3. Printing Press and PRPrinting Press and PR • Johannes Gutenberg invents printing press in 1439 • Martin Luther pounds “Ninety-Five Theses” to Wittenberg Cathedral Door in 1517 • Printing Press Reproduces Luther’s Document
- 4. Persuading Public Opinion:Persuading Public Opinion: Rhetoricians and Press AgentsRhetoricians and Press Agents Samuel Adams “No taxation without representation.” 1773 Boston Massacre 1773 Boston Tea Party
- 5. Persuading Public Opinion:Persuading Public Opinion: Rhetoricians and Press AgentsRhetoricians and Press Agents Used symbols such as the Liberty Tree and Brown Rattlesnake: easily identifiable and provoked emotion
- 6. PR Stunt in Boston HarborPR Stunt in Boston Harbor
- 7. Persuading Public Opinion:Persuading Public Opinion: “Old Hickory’s” Press Secretary“Old Hickory’s” Press Secretary Amos Kendall: First presidential press secretary; Andrew Jackson and Martin Van Buren
- 8. Persuading Public Opinion:Persuading Public Opinion: Press AgentsPress Agents PT Barnum: Master of Press Agentry -- Hype General Tom Thumb Jenny Lind “the Swedish Nightingale” Jumbo the Elephant Joice Heath, world’s oldest woman
- 9. Journalistic & Publicity Tradition Industrial Revolution: Businesses making enormous profits, but losing public support Workers organizing into unions Public relations became a specialized function
- 10. Ivy Ledbetter Lee; 1877-1934Ivy Ledbetter Lee; 1877-1934 1904: Ivy Lee & partner, George Parker (both newspaper veterans) formed the nation’s third publicity agency. Business Must Open Up; The Public Must Be Informed
- 11. Tell the TruthTell the Truth Business & industry should align with public interest Carrying out programs only with active support of management Maintaining open communication with media Humanizing business & bringing PR down to the community level
- 13. Edward Bernays; 1891-1995Edward Bernays; 1891-1995 Nephew of Sigmund Freud Believed audiences could be persuaded if messages supported their values and interests Staged media events & third party spokespeople
- 14. Bernays’Bernays’ “Torches of Freedom”“Torches of Freedom” Freedom Torches Light’s Golden Jubilee http://www.youtube.com/watch?v=YSINxvCaslY
- 15. Leading to “Fireside Chats”Leading to “Fireside Chats” • Samuel Morse invented the telegraph in 1837 • Alexander Graham Bell, the telephone in 1875 • Thomas Edison, the phonograph in 1877 • Louis Lumiere, the motion picture camera in 1895 • Guglielmo Marconi, the radio in 1895
- 16. Leading to PropagandaLeading to Propaganda “No one who has not lived for years in a totalitarian land can possibly conceive how difficult it is to escape the dread consequences of a regime’s calculated and incessant propaganda.” – William L. Shirer
- 17. PR and BusinessPR and Business Arthur Page, Vice-president at AT&T Insisted on PR as a management function.
- 18. Arthur Page’s Six Principles ofArthur Page’s Six Principles of Public RelationsPublic Relations Tell the truth Prove it with action Listen to the customer Manage for tomorrow Conduct PR as if the whole company depends on it Remain calm, patient and good- humored
- 19. Harold Burson/Agency ApproachHarold Burson/Agency Approach Founded Burson-Marsteller in 1953 His keys to agency’s success: Hiring a cadre of dedicated employees who worked for the firm for many years Developing a family atmosphere with a team approach Creating a corporate culture proactively Positing the firm as a leader
- 20. Professionalization of the PracticeProfessionalization of the Practice PRSA IABC IPRA WOMMA Formal Education, & Textbooks, Professional Publications
- 21. New StakeholdersNew Stakeholders Sweeping societal changes: Social Movements Technology (IC, Web, Social Media) Gov’t and community relations, issues management, investor relations, strategic planning
- 22. Four Models of PRFour Models of PR Press Agentry: One- way, focused on “hype” Public Information: One-way, intent is to inform. Two-Way Asymmetrical: creating campaigns based on scientific research Two-Way Symmetrical: Purpose is mutual understanding.
- 23. Internet & GlobalizationInternet & Globalization Quick adoption of the Internet Push vs. Pull Global Information Demand/Oversaturation Proliferation of channels
- 24. Major TrendsMajor Trends “Radical Transparency” Decline of “legacy” media Rise of Social Media/Digital Native Media 24/7 Global News Cycle Outsourcing to PR firms Lifelong learning
Notas do Editor
- Edward Bernays, who many consider the founder of public relations wrote: the three main elements of public relations are practically as old as society: informing people, persuading people, or integrating people with people. Of course, the means and methods of accomplishing these ends have changed as society has changed. For many historians, professional PR has gone hand in hand with civilization. In their eyes, much of recorded history can be interpreted as the practice of PR. Julius Caesar was great at managing his own image (at the time and throughout history). - “Caesar’s Gallic Wars” (52 BCE) to prepare the Romans for his crossing of the Rubicon by sending reports. - his commentaries were propaganda for himself. - published a daily paper called Acta Diurna (“daily acts” or “daily record”) that continued for 400 years.
- - slogans that stuck in peoples’ mind - shots fired into a group of rowdy people became known as the Boston massacre - staged the Boston tea party - documented the organizational structure to implement the actions made possible by his PR campaign
- The British East India Company had controlled all tea trading between India and the British colonies. As a result of the tea tax, the colonies refused to buy the British tea. Instead, they smuggled tea in from Holland. This left the British East India Company with warehouses full of unsold tea, and the company was in danger of going out of business. The British government was determined to prevent the British East India Company from going out of business. It was going to force the colonists to buy their tea. In May 1773, Prime Minister North and the British parliament passed the Tea Act. The Tea Act allowed the British East India Company to sell tea directly to the colonists, bypassing the colonial wholesale merchants. This allowed the company to sell their tea cheaper than the colonial merchants who were selling smuggled tea from Holland. This act revived the colonial issue of taxation without representation. The colonies once again demanded that the British government remove the tax on tea. In addition, the dockworkers began refusing to unload the tea from ships. The Governor of Massachusetts demanded that the tea be unloaded. He also demanded that the people pay the taxes and duty on tea. On the evening of December 16, 1773, a group of men calling themselves the "Sons of Liberty" went to the Boston Harbor. The men were dressed as Mohawk Indians. They boarded three British ships, the Beaver, the Eleanor and the Dartmouth, and dumped forty-five tons of tea into the Boston Harbor.
- Amos Kendall: appointed by Andrew Jackson to serve as the candidate’s pollster, counselor, ghostwriter, and publicist Kendall's importance to American history rests on his labors as Jackson's assistant and his influence upon both the form and substance of Jacksonian Democracy. He wrote most of the President's annual addresses and drafted Jackson's veto of the bill to recharter the Second Bank of the United States. He also produced much of the newspaper material that appeared throughout the country to build support for Jackson's programs. Kendall left his mark upon American society in a crucial period of its development.
- With roots in the 19th century, press agents worked to influence public opinion by creating news. P. T. Barnum was a master of the art form, weaving fantasy and half-truths into his messages. Press agents were liars — at least some of the time — but it got their clients into the headlines, and that’s what mattered. Press Agentry is alive and well in the entertainment business to this day. I mean, how else do you explain Paris Hilton? The press agent invests no time in research and even less in the discussion of ethics. The aim is behavior manipulation. Promoting circuses, entertainment and sports ... press Agentry has limited negative potential. We still see this type of PR today.
- Workers often perceived their interests as directly opposed to those of business owners. Businesses were, at the same time, highly successful and increasingly besieged. Corporations began to realize that they needed to combat the hostility and court public favor. Industrialization altered the structure of society and gave rise to conditions that required the expertise of public relations. By the early 1900s, business was forced to submit to more and more government regulations and encountered increasingly hostile criticism from the press. Corporations recognized that deception, manipulation and self-serving half-truths were inappropriate responses to these challenges. The term public relations was coined in a 1882 address to the graduating class of the Yale Law School. Giving the practice a name suggested a new level of importance and conscious awareness.
- - hired by George F. Baer & Associates hired the partnership to represent the company’s interest during a strike in the athracite mines. The leader of the labor forces was very open with the press. In turn, the press treated him and his cause with sympathy. George Baer was tight lipped and would not even talk to the president. Lee persuaded Baer to open up. He issued a Declaration of Principles to all the newspaper city editors. - this indicated a change in public relations.... the public couldn’t be ignored, in the traditional manner of business; or fooled in the manner of press agents. Lee declared the public was to be informed.
- If the company was doing something that they did not want to talk about, Lee’s advise was the change the action so that they *could* tell the truth without fear. Many railroad company owners did not react well to this policy of absolute frankness with the press.
- PR has long been associated with wartime efforts. In fact, Woodrow Wilson created the Committee on Public Information headed by George Creel. Despite the poster like the one on the left, the committee actually focused on more uniting the nation and influencing world opinion - Wake up America Day was held in 1917 as a recruiting event. April 19 was the anniversary of the battle at Lexington and Concord in the Revolutionary War. The event didn’t work and in 1917, the government instituted the draft, which remained in effect for the remainder of the war.
- Edward believed that people didn’t know what they wanted. And his campaigns focused on scientific research and behavioral psychology. Bernays would start with the “big idea,” not the tactics. For example, when the bacon industry wanted to promote its product Bernays campaign had doctors across the country endorsing a hearty breakfast, with no mention of bacon - but sales soared as people took the advice and started eating more bacon and eggs for breakfast.
- One of Bernays' favorite techniques for manipulating public opinion was the indirect use of "third party authorities" to plead his clients' causes. "If you can influence the leaders, either with or without their conscious cooperation, you automatically influence the group which they sway", he said. In October 1929, Bernays was involved in promoting "Light's Golden Jubilee." The event, which spanned across several major cities in the U.S., was designed to celebrate the 50th anniversary of Thomas Edison's invention of the light-bulb (note: the light-bulb was in fact invented by Joseph Swan). The publicity elements of the Jubilee – including the special issuance of a U.S. postage stamp and Edison's "re-creating" the invention of the light bulb for a nationwide radio audience – provided evidence of Bernays' love for big ideas and "ballyhoo."
- Vice president at AT&T. Insisted on PR as a management function. “All business in a democratic country begins with public permission and exists by public approval. If that be true, it follows that business should be cheerfully willing to tell the public what it’s policies are, what it is doing, and what it hopes to do. This seems practically a duty.”
- Tell the truth: Let the public know what’s happening and provide an accurate picture of the company’s character, ideals, and practices. Prove it with Action: Public perception of an organization is based on 90% doing and 10% telling. Listen to the Customer: understand what the public wants and needs. Keep top decision makers and other employees informed about company products, policies and practices. Manage for Tomorrow: Anticipate public relations and eliminate practices that create difficulties. Generate goodwill. Conduct PR as if the whole company depends on it: no corporate strategy should be implemented without considering its impact on the public. Remain Calm, Patient and Good-Humored: Lay the groundwork for PR miracles with consistent, calm and reasoned action to information and contacts. Cool heads communicate best.
- BM continues to be one of the top 5 PR firms in the world. Usually #1 or #2 1. hiring a cadre of dedicated employees who worked for the firm for many years 2. developing a family atmosphere with a team approach for the business 3. creating a corporate culture proactively by seeding new offices with experienced BM employees who hired and trained local people. 4. Positioning the firm as a leader by being the first to use multimedia (including its own broadcast studio w/ satellite uplink and downlink), crisis simulation, health care practice and personal computers.
- PRSA: 20,000 members - 110 local chapters and university student organizations. Our PRSSA chapter meets every other week with professional development activities. Professional associations play an important role in setting standards and providing education and networking opportunities
- Work in groups... Give me two examples of each model - one from “history” and one from “today.: