chapter 02 seitel pr11e
Post on 04-Apr-2018
218 Views
Preview:
TRANSCRIPT
-
7/29/2019 Chapter 02 Seitel Pr11e
1/24
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-1
-
7/29/2019 Chapter 02 Seitel Pr11e
2/24
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-2
Public relations is a 20th-centuryphenomenon, barely 100 years old.
In the 21st century, the field isevolving and improving every day.
Today, most new professionalspossess superior intellect and experience.
-
7/29/2019 Chapter 02 Seitel Pr11e
3/24
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-3
Major 20th century trends:
Growth of big institutions
Heightened public awareness and media sophistication
Societal change, conflict and confrontation
Globalization and the growth of global media,public opinion and democratic capitalism
Dominance of the Internet and growth of social media
-
7/29/2019 Chapter 02 Seitel Pr11e
4/24
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-4
Farm bulletins from1800 B.C in Iraq
Greek sophists andoratory skills
Roman persuasive
techniques in war Pope Gregory XV and
propaganda
-
7/29/2019 Chapter 02 Seitel Pr11e
5/24
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-5
The role of publicrelations in the
Revolutionary War
The Boston Tea Party
The Federalist Papers
The Bill of Rights
-
7/29/2019 Chapter 02 Seitel Pr11e
6/24
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-6
Congress shall make no law respecting the establishment
of religion, or prohibiting the free exercise thereof; or
abridging the freedom of speech, or of the press; or theright of the people peaceably to assemble, and to
petition the government for a redress of grievances.
Why was this constitutional amendment so central tothe development of public relations in America?
-
7/29/2019 Chapter 02 Seitel Pr11e
7/24
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-7
Press agentry took hold in the 1830s with Amos
Kendall, the first presidential press secretary,
who served under Andrew Jackson.
Kendall: wrote speeches
wrote news releases
conducted public
opinion polls
produced a newsletter
-
7/29/2019 Chapter 02 Seitel Pr11e
8/24
Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-8
Circus master P.T. Barnum gained notoriety withwritten and verbal public relations techniques.
Barnum staged bizarre media events and generatedcoverage of circus performers.
Love him or hate him, Barnum pioneered publicity
techniques that are still used today.
-
7/29/2019 Chapter 02 Seitel Pr11e
9/24Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-9
As people flocked to cities, big business dominatedindustry.
William Vanderbilt, J.P. Morgan and
John D. Rockefeller ruled the fortunes of thousands.
The public be damned! attitude prevailed.
Seeds of public discontent were sown far and wide.
-
7/29/2019 Chapter 02 Seitel Pr11e
10/24Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-10
Upton Sinclair attackedthe meat packing industrywith The Jungle
Ida Tarbell wrote Historyof the Standard OilCompany
McClures magazinestruck out at industry
Enter the muckrakers
-
7/29/2019 Chapter 02 Seitel Pr11e
11/24Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-11
What is the connection between the robber
barons, the muckrakers and the rise of
public relations in the late 19th century?
-
7/29/2019 Chapter 02 Seitel Pr11e
12/24Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-12
Ivy Ledbetter Lee entered PR work in 1903.
He based his work on honesty and candor.
Lee believed, the public be informed.
He emphasized news value over ads or publicity stunts.
He maintained that companies must strive to earnpublic confidence.
-
7/29/2019 Chapter 02 Seitel Pr11e
13/24Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-13
Tell the truth, because sooner or later the publicwill find it out anyway. And if the public doesnt
like what you are doing, change your policies andbring them into line with what the people want.
How does this quote reflect the modern-day thinking
that revolutionized 20th-century public relations?
Lets find out
-
7/29/2019 Chapter 02 Seitel Pr11e
14/24Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-14
-
7/29/2019 Chapter 02 Seitel Pr11e
15/24Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-15
World War I:President Wilson created the Creel Committee
to mobilize public opinion.
World War II:The Office of War Information spreads the U.S.
cause around the world.
-
7/29/2019 Chapter 02 Seitel Pr11e
16/24Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-16
How have each of these U.S. presidents utilized
public relations?
Richard NixonRonald ReaganBill Clinton
Barack Obama
Were their efforts successful? How so?
-
7/29/2019 Chapter 02 Seitel Pr11e
17/24Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-17
Edward Bernays entered the field in 1913 and becamethe first true public relations scholar.
Bernays wrote the first seminal works in publicrelations, including Crystallizing Public Opinion.
He taught the first PR course at NYU.
Bernays helped pave the way for women in publicrelations with wife, Doris Fleischman.
-
7/29/2019 Chapter 02 Seitel Pr11e
18/24Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-18
Counselor Harold Burson emphasized marketing-oriented public relations:
to help clients sell their goods and services, maintain afavorable market for their stock, and foster harmoniousrelations with employees.
In 2000, Burson was named the most influential PRperson of the 20th century.
-
7/29/2019 Chapter 02 Seitel Pr11e
19/24Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-19
As 20th century rolled on, big business came back
into style.
Smart companies including General Electric,General Motors and AT&T learned that it takes bothwords and actions to earn a good reputation.
PR legend Arthur W. Page became AT&Ts first
public relations vice president in 1927.
-
7/29/2019 Chapter 02 Seitel Pr11e
20/24Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-20
What were ArthurPages five principles for
successful corporate
public relations?
How do they apply to
todays business world?
-
7/29/2019 Chapter 02 Seitel Pr11e
21/24Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-21
Today, more than 200 communication and journalismprograms offer concentrated studies in public relations.
The Public Relations Student Society of America(PRSSA), formed in l968, has 8,000 student members at300 colleges and universities.
The Public Relations Society of America (PRSA),organized in l947, boasts 22,000 members in 100chapters nationwide.
-
7/29/2019 Chapter 02 Seitel Pr11e
22/24Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-22
Should public relations education be incorporated intobusiness schools? Why or why not?
What is the importance of journalism students learningabout public relations?
-
7/29/2019 Chapter 02 Seitel Pr11e
23/24Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-23
Go online to revisit the public relations legendsof the 20th century in the Museum of Public
Relations:
www.prmuseum.com
http://www.prmuseum.com/http://www.prmuseum.com/ -
7/29/2019 Chapter 02 Seitel Pr11e
24/24
The Popes PersuasivePublic Relations Pilgrimage
Review this case on pp. 24-25. As a class, discuss:
What other public relations options did PopeBenedict have on his first American trip?
What was the downside of using the trip to highlightthe Churchs pedophile scandal?
For more information on this case, go to:www.uspapalvisit.org/
http://www.uspapalvisit.org/http://www.uspapalvisit.org/http://www.uspapalvisit.org/
top related