THINK Public Relations WilcoxCameronReberShin Ch 3 The Growth

THINK Public Relations Wilcox/Cameron/Reber/Shin

Ch 3: The Growth of A Profession

Overview ● ● A brief history of public relations Trends in today’s practice of public relations A growing professional practice Professionalism, licensing, and accreditation

A Brief History of Public Relations ● Ancient beginnings ● The roots of public relations stretch back to the civilizations of Babylonia, Greece, and Rome. ○ The Rosetta Stone § Basically an early publicity release that touted the Pharaoh’s accomplishments; provided the key to modern understanding about ancient Egyptian hieroglyphics. ○ Organizers of the ancient Olympic Games used promotional techniques to enhance the perception of athletes as heroes in much the same way as we do in the modern Olympic Games.

A Brief History of Public Relations ● Ancient beginnings ● Politician Julius Caesar had ambitions to become emperor of the Roman Empire. He organized elaborate parades whenever he returned from winning a battle to burnish his image as an outstanding commander and leader. ● Pope Urban II persuaded thousands of followers to serve God and gain forgiveness for their sins by engaging in the Holy Crusades against the Muslims.

A Brief History of Public Relations ● Public relations in colonial America ○ Promoting settlement of the colonies § To promote immigration to America, in 1584, Sir Walter Raleigh sent back to England glowing accounts of what was in reality a swamp-filled Roanoke Island. § Spanish explorers publicized the never-discovered Seven Cities of Gold and the fabled Fountain of Youth to lure prospective adventurers and colonists to the New World.

A Brief History of Public Relations ● Public relations in colonial America ○ Struggle for independence § Boston Tea Party -- PRWeek has called the “the greatest and best-known publicity stunt of all time, ” was orchestrated by Samuel Adams, a man who understood that symbolism can sway public opinion. § Thomas Paine: Common Sense was similarly instrumental in bringing lukewarm citizens into the Revolutionary movement

A Brief History of Public Relations ● Public relations in colonial America ○ Struggle for independence § Federalist Papers -- 85 letters written by Alexander Hamilton, James Madison, and John Jay promoting the new political system § Propaganda vs. PR?

A Brief History of Public Relations ● 1800 s: the age of the press agent ● The 1800 s was a period of growth and expansion in the United States, an era that featured growing competition for consumer attention and loyalty. ● It also was the golden age of the press agent—a publicist who works for recognition of an organization or individual.

A Brief History of Public Relations ● The age of hype -- The period was the age of hype, in which organizations employed the media and various tactics to promote individuals, causes, products, and services. ● Davy Crockett -- as a frontier hero; Buffalo Bill and Annie Oakley were the rock stars of their age.

A Brief History of Public Relations ● Press agent tactics ○ played on the gullibility of the public and its desire to be entertained. ○ Advertisements and press releases were exaggerated to the point of being outright lies. ○ Doing advance work for an attraction, press agents would drop tickets on the desk of a newspaper editor along with the announcements. ● The master of pseudo-event: P. T. Barnum § Tom Thumb-dwarf who achieved great fame as a performer § Jenny Lind -- the "Swedish Nightingale” 1850 -52 tour

A Brief History of Public Relations ● The master of pseudo-event: P. T. Barnum ● —a planned happening that occurs primarily for the purpose of being reported. ● Later --- Henry Ford was the first major industrialist in the United States ● Among the first to use two basic public relations concepts. The first was the notion of positioning —the idea that credit and publicity always go to those who do something first. Second idea was the importance of being accessible to the press.

A Brief History of Public Relations ● Public relations grows as America grows ○ Settling the American West ○ Railroad promotion techniques § setting up information offices abroad § soliciting the services of “independent” observers who wrote about what they saw in the West. § commissioning painters and photographers to provide romanticized depictions of American § Indians.

A Brief History of Public Relations ● The rise of politics and activism ○ Political beginnings § Amos Kendall -- Many consider him the first presidential press secretary § Teddy Roosevelt -- was a master at generating publicity. He was the first president to make extensive use of news conferences and interviews to build support for his favorite projects § Teddy Bear

A Brief History of Public Relations ● The rise of politics and activism: Activists ● Abolitionists -- slavery -- publication of Harriet Beecher Stowe’s Uncle Tom’s Cabin ● Prohibitionists -- Carrie Nation employed dramatic tactics in her campaign against liquor. ● Women’s rights advocates -- Amelia Bloomer got plenty of media publicity by wearing loose-fitting trousers in protest of the corset. ● Environmentalists -- Environmental activist John Muir used public relations tactics to help Protect the Yosemite Valley in California and make into a National Park

Modern Public Relations Comes of Age ● As the use of publicity gained acceptance, the first publicity agency, known as the Publicity Bureau, was established in Boston in 1900, with Harvard College as its most prestigious client. ● George F. Parker and Ivy Ledbetter Lee opened a publicity office in New York City in 1904.

Modern Public Relations Comes of Age ● Modern public relations comes of age ○ Ivy Lee § First public relations counselor ○ Lee was hired to provide strategic counsel in the wake of the vicious strike-breaking activities known as the Ludlow Massacre at the Colorado Fuel and Iron (CF&I) company mine in 1914 – for John D. Rockefeller, Jr.

Modern Public Relations Comes of Age ● George Creel ● Another PR innovator. Former newspaper reporter, enlisted by President Woodrow Wilson to organize a massive public relations effort to unite the nation and to influence world opinion during World War I. ● The newly formed Committee on Public Information publicized the war aims and Wilson’s ideals—to make the world safe for democracy and to make World War I “the war to end all wars. ”

Modern Public Relations Comes of Age ● Edward Bernays ● Was one of several individuals who served on the Creel Committee and went on to become a successful and widely known public relations counselor. ● Bernays, through brilliant campaigns and extensive self-promotion, was known as the “father of modern public relations” by the time of his death in 1995 at the age of 103.

A Brief History of Public Relations ● Public relations expands in postwar America ○ Rapid growth in all areas of public relations along with the development of mass media

A Brief History of Public Relations ● Evolving practice and philosophy ○ 1800 s to 1920 s from press agentry to public information to scientific persuasion. ○ 1950 s & ’ 60 s - Relationship building § Necessitated by activism ○ 1970 s & ’ 80 s - Managerial approach § Investor relations and MBO ○ 1990 s & ’ 00 s - Relationship management

Four Models of Public Relations ● ● Press agentry/publicity Public information Two-way asymmetric Two-way symmetric

Trends in Today’s Practice of Public Relations ● Feminization of the field ○ 70% of PR practitioners are women. ○ Women earn less money than men. ○ Recent research

Trends in Today’s Practice of Public Relations ● The importance of diversity ○ ○ Minorities constitute 36% of U. S. citizens. Hispanics are the fastest growing group. Minority practitioners lag behind population trends. Professional groups seek to encourage minority practitioners.

Trends in Today’s Practice of Public Relations ● Other major trends in public relations ○ ○ ○ ○ Transparency An ever-broadening social media toolbox Increased emphasis on evaluation Managing the 24/7 news cycle New directions in mass media Outsourcing to public relations firms The importance of lifelong learning

What Do You Think? ● In what ways do you think Public Relations will evolve in the next half century?

A Growing Professional Practice ● The Public Relations Society of America ○ The largest national public relations organization in the world ○ The Public Relations Student Society of America (PRSSA)

A Growing Professional Practice ● The International Association of Business Communications (IABC) ○ The second-largest organization of communication and public relations professionals ● The International Public Relations Association ○ A London-based global organization

Professionalism, Licensing, and Accreditation ● Professionalism ○ Professional practitioners should have: § § A sense of independence A sense of responsibility to society and public interests Concern for the competence and honor of the profession A higher loyalty to the profession than to an employer ○ Careerist versus professional values ○ Technician mentality

Professionalism, Licensing, and Accreditation ● Licensing ○ Advocates § Defines PR, unifies curricula, unifies standards, protects clients, protects practitioners, raises practitioners’ credibility ○ Opponents § Violates 1 st amendment, malpractice laws exist, states license but PR works nationally/internationally, ensures only minimum competence/ethics, increased credibility not ensured, expensive

Professionalism, Licensing, and Accreditation ● Accreditation ○ “Certification” by professional organizations ○ PRSA and IABC offer accreditation.

Phineas T. Barnum will be best remembered in public relations history for developing the: pseudoevent

Many consider him the first presidential press secretary. Amos Kendall

Essentially an early publicity release touting the Pharaoh’s accomplishments, this provided the key to modern understanding about ancient Egyptian hieroglyphics. The Rosetta Stone

An early use of “conflict positioning” was carried out by: Pope Gregory XV

Environmental activist John Muir used public relations tactics to help: Designate Yosemite Valley into a National Park and protect the Yosemite Valley in California.

What are Grunig’s four models of public relations? Two-way asymmetric Public information Press agentry/publicity Two-way symmetric

The major effort worldwide to improve standards and professionalism in public relations is: accreditation

To receive the Accredited in Public Relations (APR) designation as being accredited by the Public Relations Society of America (PRSA), a person must have at least _______ years of professional experience in public relations or teaching and ______. Five / pass comprehensive exams

Why is it important for the public relations field to attract a diverse workforce? Globalization has created a strong need for it, and necessary in order to reach out to diverse audiences.

Which key creative public relations insight did Ivy Lee utilize in his New York Subway campaign? He communicated subway benefits directly to passengers.

____ was the first true public relations counselor. Ivy Lee

What U. S. President in the early days of ‘PR’made extensive use of news conferences and interviews in drumming up support for his projects. Theodore Roosevelt

____ became known as the father of modern public relations for his “big ideas” on how to motivate people. Edward Bernays