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Chapter Two: The Growth of Public Relations

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In the 21st century, the field is. evolving and improving every day. ... opinion polls. produced an. administration newsletter. 8. Later American Experience ... – PowerPoint PPT presentation

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Title: Chapter Two: The Growth of Public Relations


1
Chapter Two The Growth of Public Relations
2
A snapshot of the field today
  • Public relations is a 20th-century phenomenon,
    barely 100 years old.
  • In the 21st century, the field is evolving and
    improving every day.
  • Today, most new professionals possess superior
    intellect and experience.

3
How did we get here?
  • Major 20th century trends
  • Growth of big institutions
  • Heightened public awareness and media
    sophistication
  • Societal change, conflict, and confrontation
  • Growth of global media, public opinion, and
    democracy
  • Dominance of the Internet

4
Yet, PR has ancient roots
  • Farm bulletins from 1800 B.C in Iraq
  • Greek sophists and oratory skills
  • Roman persuasive techniques in war
  • Pope Gregory XV and propaganda

5
A young democracyEarly American experience
  • PRs Role in the Revolutionary War
  • Boston Tea Party
  • Federalist Papers
  • The Bill of Rights

6
The First Amendment
  • Congress shall make no law respecting the
    establishment of religion, or prohibiting the
    free exercise thereof or abridging the freedom
    of speech, or of the press, or the rights of the
    people peaceably to assemble, and to petition the
    government for a redress of grievances.
  • Why was this constitutional amendment so central
    to the development of PR in America?

7
Later American Experience
  • Press agentry takes hold in the 1830s with Amos
    Kendall, the
  • first presidential press secretary, serving
    under Andrew Jackson.
  • Kendall
  • wrote speeches
  • wrote news releases
  • conducted public opinion polls
  • produced an administration newsletter

8
Later American Experience
  • Circus master P.T. Barnum gains notoriety with
    written and verbal PR techniques.
  • Barnum staged bizarre media events and generated
    coverage of circus performers.
  • Love him or hate him, Barnum pioneered publicity
    techniques that are still used today.

9
Emergence of the robber barons
  • As people flocked to cities, big business
    dominated industry.
  • William Vanderbilt, J.P. Morgan, and John D.
    Rockefeller controlled the fortunes of
    thousands.
  • The public be damned! attitude ruled.
  • Seeds of discontent were sown far and wide.

10
Enter the Muckrakers
  • Upton Sinclair attacks the meat packing industry
    with The Jungle
  • Ida Tarbell writes History of the Standard Oil
    Company
  • McClures magazine strikes out at industry

11
Now its your turn
  • What is the connection between the robber barons,
    the muckrakers, and the rise of public relations
    in the late 19th century?

12
The father of modern public relations
  • Ivy Ledbetter Lee entered PR work in 1903.
  • Lee
  • based his work on honesty and candor
  • The public be informed
  • emphasized news value over ads or publicity
    stunts
  • believed companies must strive to earn public
    confidence

13
The Growth of Modern Public Relations
14
Public relations goes to work in government
  • WWI President Wilson creates the Creel
    Committee to mobilize public opinion in WWI
  • WWII The Office of War Information spreads the
    U.S. cause around the world

15
The counseling era
  • Edward Bernays enters the field in 1913 and
    becomes the first true public relations
    scholar.
  • Bernays
  • taught the first PR course at NYU
  • wrote the first seminal works in public
    relations, including Crystallzing Public
    Opinion
  • Helped pave the way for women in PR with wife
    Doris Fleischman

16
Corporations
  • As 20th century rolled on, big business came back
    into style.
  • Smart companies such as General Electric, General
    Motors and ATT learned that it takes both words
    and actions to earn a good reputation.
  • PR legend Arthur W. Page became ATTs first
    public relations vice president in 1927.

17
A question for you
  • What were Arthur Pages five principles for
    successful corporate public relations?
  • How well do they apply to todays business world?

18
Public relations comes of age
  • Growth of large institutions
  • Heightened public awareness, media
    sophistication
  • Societal change, conflict, and confrontations
  • Growing power of global media, public opinion and
    democracy
  • Dominance of the Internet

19
Public Relations Education
  • 200 Communication and Journalism programs offer
    concentrated studies in public relations
  • Up from 12 schools in l951.
  • The Public Relations Society of America,
    organized in l947, boasts 20,000 members in 117
    chapters nationally.
  • The Public Relations Student Society of America,
    formed in l968, has 6,500 student members at 220
    colleges and universities.

20
Now its your turn
  • Revisit the PR greats of the 20th century online
    in the Museum of Public Relations at
  • www.prmuseum.com
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