The History of Public RelationsThe History of Public Relations

PRSA Certificate in Principles of Public Relations

April 26, 2014

As old as civilization...

Informing People

Persuading People

Integrating People with People

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

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

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

PR Stunt in Boston HarborPR Stunt in Boston Harbor

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

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

Journalistic & Publicity Tradition

Industrial Revolution: Businesses making enormous profits, but losing public support

Workers organizing into unions

Public relations became a specialized function

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

Tell the TruthTell the TruthBusiness & 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

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

Bernays’Bernays’“Torches of Freedom”“Torches of Freedom”

Freedom Torches

Light’s Golden Jubileehttp://www.youtube.com/watch?v=YSINxvCaslY

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

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

PR and BusinessPR and Business

Arthur Page, Vice-president at AT&T

Insisted on PR as a management function.

Arthur Page’s Six Principles of Arthur Page’s Six Principles of Public RelationsPublic Relations

Tell the truthProve it with actionListen to the customerManage for tomorrowConduct PR as if the whole company depends on itRemain calm, patient and good-humored

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

Professionalization of the PracticeProfessionalization of the Practice

PRSA

IABC

IPRA

WOMMA

Formal Education, & Textbooks, Professional Publications

New StakeholdersNew Stakeholders

Sweeping societal changes:

Social Movements

Technology (IC, Web, Social Media)

Gov’t and community relations, issues management, investor relations, strategic planning

Four Models of PRFour Models of PRPress 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.

Internet & GlobalizationInternet & Globalization

Quick adoption of the Internet

Push vs. Pull

Global Information Demand/Oversaturation

Proliferation of channels

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