A Brief History of Public Relations Chapter 3

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A Brief History of Public Relations Chapter 3 Public Relations A Values-Driven Approach This multimedia product and its contents are protected under copyright law. The following are prohibited by law: • any public performance or display, including transmission of any image over a network; • preparation of any derivative work, including the extraction, in whole or in part, of any images; • any rental, lease, or lending of the program. Copyright © Allyn & Bacon 2003

Pre-Modern Public Relations t t Primitive agricultural extension activities (circa 1, 800 B. C. ) Athens (circa 450 B. C. ) Vox populi (circa 100 B. C. ) Congregatio de Propaganda Fide (circa 1600 s) Copyright © Allyn & Bacon 2003

Trends Leading to Modern Public Relations t t t Growth of institutions The expansion of democracy Technological improvements in communication The growth of advocacy The search for consensus Copyright © Allyn & Bacon 2003

Pre-20 th Century America t t The Boston Tea Party Common Sense The Federalist

The 1800 s t t A greater focus on public opinion Amos Kendall, press

The Seedbed Years t t t Mutual Life Insurance Company - 1888. Westinghouse -

Why Early Agencies Failed t t They were doing something new. They lacked credibility. They faced stiff resistance from newspaper publishers. They challenged Theodore Roosevelt and lost. Copyright © Allyn & Bacon 2003

Theodore Roosevelt (1858 -1919) t t t Roosevelt transformed relations among government, big business, and voters. He used the White House as a “Bully Pulpit. ” He was the father of the presidential news conference. Copyright © Allyn & Bacon 2003

Ivy Ledbetter Lee (1877 -1934) t t t Lee’s Declaration of Principles (1906) laid an ethical foundation for the practice of public relations. Earned the nickname “Poison Ivy” because his actions did not match his words. His work for the German Dye Trust ruined his reputation. Copyright © Allyn & Bacon 2003

War and Propaganda t t A growing interest in propaganda The Committee for Public

Edward L. Bernays (1891 -1995) t t t A nephew of Sigmund Freud. A veteran of the Creel Committee. Coined the phrase “Public Relations Counsel. ” Self-proclaimed “Father of Public Relations. ” He and his wife Doris Fleischman were PR’s first “Power Couple. ” Copyright © Allyn & Bacon 2003

Why Bernays and Not Lee? t t Both men deserve recognition. Neither man was a saint. Lee worked for the Nazis. Bernays did not. Lee died before he could answer his critics. Bernays outlived his. Copyright © Allyn & Bacon 2003

The Post-War Boom t t The Office of War Information becomes a training ground for new practitioners. The growth in public relations education. Public Relations Society of America, 1947. International Association of Business Communicators, 1970. Copyright © Allyn & Bacon 2003

Post-War Social Activism t t t The New Industrial Age. The Age of Political

The Downsizing of the U. S. t t An aging U. S. infrastructure leads to modernization and downsizing. Reagan downsizes the government. In-house public relations departments downsized or eliminated. New opportunities for agencies and consultants. Copyright © Allyn & Bacon 2003

Baby Boomers Come of Age t t The United States is transformed into an information-based society. New jobs, but lower salaries. A changing workplace. Public relations takes a high profile. Copyright © Allyn & Bacon 2003

“Future History” t t An increasingly interdependent world. Democracy takes root. More ways to communicate—and more clutter. Public relations will continue to be linked to great social changes. Copyright © Allyn & Bacon 2003

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