The History of Public Relations Rachmat Kriyantono Ph

The History of Public Relations Rachmat Kriyantono, Ph. D Lecturer in School of Communication Brawijaya Uiniversity

HAPPY STUDYING Harap Membaca: BACA YUUK. . - Grunig, J. E. , & Hunt, T. (1984). Managing PR. NY: Holt, Rinehart & Winston. - Kriyantono, R. (2014). Teori public relations perspectif barat dan local: Aplikasi penelitian & praktik. Jakarta: Prenada - Kriyantono, R. (2012). PR writing. Jakarta: Prenada - Lattimore, D. , Baskin, O. , Heiman, S. , & Toth, E. (2007), PR: The profession & the practice. NY: Mc. Graw Hill - Newsom, D. , Scott, A. , & Turk, J. V. (1993). This is PR: The realities of public relations. California: Wardworth. - Seitel, F. (2001). The practice of PR. NJ: Prentice Hall Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang

Three aspects of PR Growth PR as social activities PR as professional practice & profession PR as science Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang

PR as social activities Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang

- PR activities emerged at the same time with the growth human life. - Ubiquitous nature of public relations (Horsley, 2009, in Kriyantono, 2014) - The principles of public relations have been known, studied, and practiced for centuries (Leahigh, 1993, cited in Kriyantono, 2014) WHY? Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang

Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang - The basic principles of PR -building trust & tell the truth- are the basic principles in interacting with other to fulfill the needs (Kriyantono, 2014) - PR is as old as civilization because its activities are persuasive effort. Many persuasive tactics today are applied by society leaders for thousand years. (Newsom, Scott & Turk, 1993).

PR as Practice & Profession Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang

Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang From Grunig & Hunt (1984); Lattimore, dkk (2007) & Seitel (2001), the growth of PR can be categorized into 7 eras: * Ancient (Rhetorician) & European Era * The early American * Young National of America * Publicity & Press Agentry * Public Information * Persuasive * Relationship Building

* *1800 B. C: farm bulletin in Iraq about techniques of harvesting, sowing & irrigating. *L’Etang’s (2004) idea that the growth of public relations as activity as old as journalistic since Greece and Roman era. *Rhetoricians (speechmakers): speech-writing, speaking on clients’ behalf, training for difficult questions. *Julius Cesar were master of persuasive techniques. He united public support through publications & staged event when faced with an upcoming battle. *Industrial revolution make the need of PR increased: social structure change, the rise of conflict of interest *1600: a college of propaganda was built by catholic church to inform public about catholicism. At that time, the term propaganda was not negative connotation Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang

The Early American � � - American settlement era the colonies used publicity techniques to attract setlers. Harvard College initiated the first systematic fund raising campaign (1641) first fund raising brochure King’s College (Columbia Univ) issued the first press release to announce graduation (1758) In American Revolutionary War, Samuel Adam used: symbols ‘Liberty Tree’ to create identity & arouse emotions Slogan ‘taxation without representation is tyranny’ Receptive public first using all available media Setting Boston Tea Party to influence public opinion Creating organizational structure to implement his campaign Liberty’ & ‘Committees of Correspondence’ Source: Lattimore, dkk, 2007 & Seitel, 2001 ‘Son of Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang

Young Nation of America • Cesar’s model was “ stealed” by US public information committee during • PR strategies had been applied primarily in the political sphere • “History’s finest PR” The federalist Papers was published & disseminated for the ratification of US Constitution • Amos Kendall was the first presidential press secretary & congressional liaison when Presiden Andrew Jackson appointed him. • Newspapers, for the first time, was used to inform a rising middle class as a result of urbanization, advance eduacation & literacy rates. • Publicity drove the settlement of the American western frontier Source: Lattimore, dkk, 2007 & Seitel, 2001 Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang

Phineas T. Barnum: • Master of press-agentry a consummate show-man (middle & late 1800 s) • Originated many methods for attracting public attention • He contributed to our understanding of the power of publicity • But, to do that, he was lack of honestly & did not let the truth interfere • He was called “harmless deceiver” (London Times) • Press-agentry is used to circuses, entertainment & professional sports, negative potential is limited; its use in business & politics is more threatening Source: Grunig & Hunt, 1984; Kriyantono, 2014; Lattimore, dkk, 2007 Publicity (Press-Agentry) Era Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang

Journalistic & Public Information Era O As a result of industrial era in 19 th century in US. O Business needs PR to solve business matters, conflicts, counter hostility, court public‘ 1’support the need of mass media O PR does ”in house journalist”. O George Michaelis established the Publicity Bureau in Boston (1900) gathered factual information about his clients & distributed to newspapers (fact finding & personal contact). O Theodore Rosevelt was the first president who make extensive use of press conferences & interviews rule the country from newspapers’ front pages Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang

O Ivy Lee - Ivy Lee is the real father of - modern PR (Grunig & Hunt, 1984; Lattimore, dkk, 2007; Seitel, 2001): Public should be informed Declaration of principle: tell the truth Good words must be supported by positive actions PR as a management function: Good policy makes good PR Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang

Persuasive (Two Way Assimetric) Era (World War I) O Using psychological principles of mass persuasion/scientific persuasion O Woodrow Wilson set up Public Information Commitee, led by George Creel & Lasswell O Edward Bernays: - Leading proponent of persuasion in PR - Practitioner as management councelor - Emphasized the social science to PR - The firs book on PR (cristalizing public opinion) - Taught the firs college PR course at NY Univ (1923) - Counselor & speaking until his death in 1995 (103 years old) Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang

Relationship Building (two-way symmetric) Era � Dialogic communication � Arthur Page - Vice president of AT&T - Business in a democratic country depends on public • • - permission and approval Doris Fleischman Bernays Struggling for equality in PR Rex Harlow A leading PR educator First professor Founder of American Council of PR, to be PRSA (1952) Founder PR Journal Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang

GENERAL OVERVIEW �Concept of public relations was born in 1913 at Electric Railway Journal when a discussion about publicity and public opinion. �Public relations profession grew when a profession organization was born: Public Relations Society of America in 1940 (Horsley, 2009). �The matureness era had occurred up to 1979 w 2014 hen public relations was included as a part of management fuction (Newsom, et al, 1993). Source: Kriyantono (2014); Newsom, et al (1993) Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang

PR as Science Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang

� Sriramesh & Vercic’s (2003): public relations profession increased in democracy and technology era in 20 th century. � Over the last 20 years public relations has evolved into a major area of applied communication based in research of significant quantity and quality (Botan & Taylor, 2004) � Public Relations Review (1975) has consisted of research and findings, not only articles about profession (Sisco, et al, 2011) � public relations as multidiscipline social science, applied & behaviour science (WHY? ) � Barneys’s a new propaganda � Cutlip & Center’s two basic propositions: management function & communication between organization and public � PR has paradigm & Theories � Objective, interpretif/co-creational, kritis (Source: Kriyantono, 2014) Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang

Retorika METATEORI PR Evolutionary Theory Psikoanalisis Marxisme (Source: Kriyantono, 2014; Rogers, 1997) Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang

TEORI-TEORI PR � Lack of theory or theoretical lateness � Borrowed theories � Directly applied: - Agenda setting - Uses & gratification - Spriral & Silence - Cognitive Dissonance - Elaborated Likelihod Model - Apologia - Atribution - Uncertainty Reduction, etc - System Theory - Impression management - Critical PR (Source: Kriyantono, 2014) Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang

Grunig’s Situational theory of the Publics Grunig & Hunt’s four model Grunig, et al Excellence Theory Coombs’ Situatioal Crisis Comunication Theory Original Cameron’s Contingency theory of Theories of PR Accommodation in PR Benoit’s Image Restoration Theory Encroachment Theory Agenda Building-Information Subsidies Source: Kriyantono, 2014) Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang

The Teorists James E. Grunig Larissa Grunig David Dozier Timothy W. Coombs Glen Cameron William Benoit Elizabeth L. Toth Jaques L’Etang Robert Heath Rachmat Kriyantono, Ph. D -Lecturer of Public Relations, School of Communication UB Malang