Public Relations History:Getting where you want to go by knowing where you’ve been!

2009 Accreditation WorkshopPRSA-Alabama

Michael Tullier, APROctober 7, 2009

First, you’ve got

to know where you’ve

been…..

Six Major PR Eras

Seedbed Era (1900-1917)World War I (1917-1919)The Booming 20s (1919-

1929)The FDR Era (1930-1945)Post War (1945-1965)Global Information Society

(1965-today)

Pre-Seedbed Era (1865-1900)characterized by

– Rapid industrial growth– Monopolies– “Public be damned” attitude– Protect company at all cost– Guard release of information– Pit management against

employees

Amos Kendall

US Postmaster General under Jackson and Van Buren

Key member of Jackson’s Kitchen Cabinet

Excelled at creating events to mold opinion

Known as pollster, counselor, ghostwriter and publicist

Considered by some first presidential press secretary

Amos Kendall1789-1869

Theodore N. Vail

Pioneered corporate public relations with A&T

Understood the necessity for improving relationships between corporations and public

Theodore N. Vail

1845-1920

George Westinghouse

Created first corporate PR department

George Westinghouse

1846-1914

Seedbed Era (1900-1917)

Bernays Period: Public be informed. Muckraking, social reform, unions

PR Trend: Defensive publicity. Journalists hired as interpreters to get the news out.

Key PR Figures– Ivy Lee Jr.: full disclosure, tell

truth– Pres. Theodore Roosevelt:

bully pulpit

Ivy Ledbetter Lee

“Founder of modern PR”“First public relations

counsel”Created “Declaration of

Principles” issued to journalists– Supply news/ensure

company’s work is open, accurate, transparent and prompt

Among first to recognize publicity needs to be supported by good works

Ivy Lee1877-1934

Theodore Roosevelt

First president to exploit news media as a new and powerful tool of presidential leadership– Audio and film

Theodore Roosevelt1858-1919

Publicity Bureau

US’s first publicity agency and forerunner of modern PR firm

established in Boston in 1900

Used tools of fact-finding, publicity and personal contacts to saturate media with railroad propaganda

Harvard College was its most prestigious client

World War I (1917-1919)

Bernays Period: Public be informed. The war to end all wars.

PR Trend: Organized promotion. Promote patriotism. Use interest groups.

Key PR figure:– George Creed: The Four

Minutemen

George Creel

Chairman of WWI Committee on Public Information

Used publicity to mobilize public

Started “Four Minutemen” spokespersons from key opinion leader groups

Creel Committee secured media space to promote Liberty Bond investments

George Creel

1876-1953

The Booming 20s (1919-1929)Bernays Period: Mutual

understandingPR Trend: Promoting

products. WWI publicity techniques used for social science.

Key PR figures– Edward Bernays:

Crystallizing Public Opinion ‘23; Propaganda ’28

– Arthur Page: Performance = Reputation

Edward Bernays

“The father of public relations”

Coined “public relations counsel”

Wrote first PR book: Crystallizing Public Opinion

Taught first PR course at New York University

First to call himself PR professional

Edward Bernays1891-1995

Arthur Page

AT&T VP of Public Relations, 1927-1946

First PR professional to serveas an officer/member of a corporate board

Helped set standard for corporate PR

‘company’s performance would be determined by its public reputation’

Arthur Page1883-1960

The FDR Era (1930-1945)

Bernays Period: Social responsibility, mass publicity. Depression. WWII.

PR Trend: Mass media.Key PR figures:

– Louis McHenry Howe: responsible performance; persuasive publicity

– Elmer Davis: Office of War Info.

– FDR: “Fireside Chats”

Louis McHenry Howe

PR adviser to FDR until he died

Helped FDR develop concept of “Fireside Chats”

Recognized that mutually beneficial public relationships could be built by coupling responsible performance with persuasive publicity

Howe, with FDR1871-1936

Elmer Davis

Director of WWII Office of War Information

Pioneered widespread use of radio, Hollywood and media to publicize war effort

Elmer Davis1890-1958

Post War (1945-1965)

Bernays Period: Professionalism. Post-war service economy, consumerism

PR Trend: Credibility, associations form (PRSA), Code of Ethics written, College curricula develop, TV

Key PR Figures:– Rex Harlow: PRSA

Rex Harlow

“Founder of public relations research”

Probably first full-time PR educator

Founded the American Counsel on Public Relations– Through mergers of other

organizations ultimately became PRSA in 1947

Global Information Society (1965-today) Bernays Period: Mutual

adjustment PR Trend: Accommodation.

Systems Theory. Management by Objective. Functional vs. Functionary Approach. Technology

Key PR figure:– Marshall McLuhan: Canadian

educator, understanding media, “global village,” “the medium is the message.”

You’ve got to know where you’ve

been…..

…to know where you’re going!

Where are you going?

Computer-based

Exam

ReadinessReview

Questionnaire

Portfolio

Panelists

KSAs

Maintenance

Study Guide

Short Bookshelf

Online Study

Course

Questions? Need More Info?

Michael Tullier, APR334.844.1324 (work)mtullier@auburn.edu

“APR Interest Group”

www.praccreditation.org