chapter 02 seitel pr11e

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Copyright 2011 Pearson Education, Inc. publishing as Prentice Hall 2-1


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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.


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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


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Farm bulletins from1800 B.C in Iraq

Greek sophists andoratory skills

Roman persuasive

techniques in war Pope Gregory XV and

propaganda


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The role of publicrelations in the

Revolutionary War

The Boston Tea Party

The Federalist Papers

The Bill of Rights


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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?


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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


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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.


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.



Upton Sinclair attackedthe meat packing industrywith The Jungle

Ida Tarbell wrote Historyof the Standard OilCompany

McClures magazinestruck out at industry

Enter the muckrakers



What is the connection between the robber

barons, the muckrakers and the rise of

public relations in the late 19th century?



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.



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



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.



How have each of these U.S. presidents utilized

public relations?

Richard NixonRonald ReaganBill Clinton

Barack Obama

Were their efforts successful? How so?



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.



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.



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.



What were ArthurPages five principles for

successful corporate

public relations?

How do they apply to

todays business world?



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.



Should public relations education be incorporated intobusiness schools? Why or why not?

What is the importance of journalism students learningabout public relations?



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/


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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/

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