Slide 1 of 35 Part One Public Relations…The Profession Chapter 2 A Brief History of Public Relations, Part 2 Lesson 2B Introduction to Public Relations

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Part OnePart OnePublic Relations…The ProfessionPublic Relations…The Profession

Chapter 2Chapter 2A Brief History of Public Relations, Part 2A Brief History of Public Relations, Part 2

Lesson 2BLesson 2B

Introduction to Public RelationsIntroduction to Public Relations

© 2004 The McGraw-Hill Companies, Inc. All rights reserved.

Introduction to Public Relations History

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An Assignment Reminder…An Assignment Reminder…

Before viewing this lecture, please read the Before viewing this lecture, please read the following material:following material:

Public Relations: The Profession and the Public Relations: The Profession and the Practice, Practice, Chapter 2: Chapter 2: The History of Public The History of Public RelationsRelations

A Conceptual Schema for Studying Public RelationsA Conceptual Schema for Studying Public Relations

Research

Strategic Planning

Evaluation

Action and Communication

Media Relations

Employee Relations

Community Relations

Consumer Relations

The ProfessionThe Profession

Introduction

Theory

Law and Ethics

History

Part 1Part 1The ProcessThe Process

Part 2Part 2The PublicsThe Publics

Part 3Part 3The PracticeThe Practice

Part 4Part 4

Chapter 2 falls here.

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Public Affairs and Government

Not-for-Profit

Corporate

Financial

Emerging

Trends


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We will look at the history of Public Relations We will look at the history of Public Relations after the industrial revolution and the changes after the industrial revolution and the changes that have occurred in the field.that have occurred in the field.

In Part One—Chapter 2, Our In Part One—Chapter 2, Our Focus is the History of PRFocus is the History of PR


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Today’s Learning Objectives are…Today’s Learning Objectives are…

1. Discover how two major forces influenced the 1. Discover how two major forces influenced the development of public relations in the United States development of public relations in the United States during the 1930s.during the 1930s.

2. Trace how PR became a respected and sophisticated 2. Trace how PR became a respected and sophisticated profession during the post-WWII era.profession during the post-WWII era.

3. Comprehend how public relations is currently 3. Comprehend how public relations is currently changing at the start of the 21changing at the start of the 21stst century. century.


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Events That Reinforced the Idea of Events That Reinforced the Idea of Mutual InfluenceMutual Influence

• Two mid-20Two mid-20thth century events significantly century events significantly shaped the American culture. shaped the American culture.

• The Great DepressionThe Great Depression

• World War IIWorld War II

• Those events also influenced the development of Those events also influenced the development of public relations as an agent of mutual influence.public relations as an agent of mutual influence.

How did the Depression affect public relations?How did the Depression affect public relations?


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The End of Corporate America’s Era of The End of Corporate America’s Era of SuccessSuccess

• The Great Depression (1929-1939) witnessed thousands The Great Depression (1929-1939) witnessed thousands of bankruptcies and the vanishing of great wealth.of bankruptcies and the vanishing of great wealth.

• Business was viewed as a failed Business was viewed as a failed institution, unable to sustain institution, unable to sustain prosperity.prosperity.

• Corporate public relations Corporate public relations became less negative and became less negative and more of a positive and more of a positive and continuous program to rebuild continuous program to rebuild confidence.confidence. After the Wall Street crash of 1929, the Dow

Jones did not recover its lost stock points until the mid-1950s.


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The Depression Brought CompassionThe Depression Brought Compassion

• Public relations people began to Public relations people began to emphasize a new approach to their emphasize a new approach to their publics—one of seeking mutual publics—one of seeking mutual influence through understanding influence through understanding (Stage 3).(Stage 3).

• They sought to understand the They sought to understand the desperate needs of their publics.desperate needs of their publics.

• They facilitated acts of They facilitated acts of compassion on the part of their compassion on the part of their clients.clients.

Workers looking for work in the Great Depression. Click the

image to see what life was like in the 1930s.

Photo © 2001 Britannica.com Inc


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The Prestige of the Populace The Prestige of the Populace IncreasedIncreased

• The flow of capital and production evaporated after the market The flow of capital and production evaporated after the market crash of 1929.crash of 1929.

• The need for an informed public became more vital as government, The need for an informed public became more vital as government, business and labor competed for public support for the use of limited business and labor competed for public support for the use of limited resources.resources.

• Persuasion and publicity could be effective only when they Persuasion and publicity could be effective only when they were coupled with responsible performance.were coupled with responsible performance.

• The practitioner was called upon to help organizations pursue The practitioner was called upon to help organizations pursue responsible performance to increase public respect.responsible performance to increase public respect.

War gave PR a permanent place in government…


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Military Adopted Public Relations Military Adopted Public Relations in World War II (1939-1945)in World War II (1939-1945)

• The deteriorating military and political situation in The deteriorating military and political situation in Europe caused the military to increase its practice of Europe caused the military to increase its practice of public relations in the 1930s.public relations in the 1930s.

• Each branch of the service built its own public relations Each branch of the service built its own public relations apparatus to promote its particular form of warfare.apparatus to promote its particular form of warfare.

• The Army's PR efforts employed 3,000 military and The Army's PR efforts employed 3,000 military and civilian personnel.civilian personnel.

How Hitler captured public relations…

Hitler’s Nazi Party Became Masters of Public RelationsHitler’s Nazi Party Became Masters of Public Relations

The greatest application of public The greatest application of public relations techniques in the 1930s occurred relations techniques in the 1930s occurred in Germany. in Germany.

The Nazi propaganda machine under The Nazi propaganda machine under Joseph Goebbels viciously used press Joseph Goebbels viciously used press agentry.agentry.

The Nazis demonstrated both the dangers and the effectiveness of propaganda.

The greatest application of public The greatest application of public relations techniques in the 1930s occurred relations techniques in the 1930s occurred in Germany. in Germany.

The Nazi propaganda machine under The Nazi propaganda machine under Joseph Goebbels viciously used press Joseph Goebbels viciously used press agentry.agentry.

The Nazis demonstrated both the dangers and the effectiveness of propaganda.

Click here to read about the American-born Axis Sally. She made propaganda broadcasts for Radio Berlin in Hitler's Germany.

Click here to read about the American-born Axis Sally. She made propaganda broadcasts for Radio Berlin in Hitler's Germany.

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http://www.wfmu.org/LCD/GreatDJ/AxisSal.html


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US Office of War Information US Office of War Information Mobilized a NationMobilized a Nation

• In June 1942, with America fully engaged in the In June 1942, with America fully engaged in the war, the Office of War Information (OWI) was war, the Office of War Information (OWI) was established under Elmer Davis.established under Elmer Davis.

• A massive public relations effort was mounted A massive public relations effort was mounted to rally the home front.to rally the home front.


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OWI Developed a Broad PR CampaignOWI Developed a Broad PR Campaign

• The goal of the Office of War Information was The goal of the Office of War Information was to implement massive mobilization strategies:to implement massive mobilization strategies:

• selling war bondsselling war bonds

• rationing food, clothing, and gasolinerationing food, clothing, and gasoline

• planting victory gardensplanting victory gardens

• recruiting military personnelrecruiting military personnel

• promoting factory productivity and efficiencypromoting factory productivity and efficiency

Read these posters through the eyes of a soldier’s wife…

Images that Mobilized a Nation at WarImages that Mobilized a Nation at War

These posters were printed for the Office of War Information and retrieved from the National Archives and Records Administration web site at http://www.archives.gov.

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http://www.archives.gov/

http://www.archives.gov/


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Influx of PR Practitioners after WWIIInflux of PR Practitioners after WWII

Click on the picture to hear about PR after WWII.Click on the picture to hear about PR after WWII.


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The Legacy of the OWI The Legacy of the OWI Remains TodayRemains Today

• Several important communication agencies that are still active Several important communication agencies that are still active today trace their beginnings to OWI:today trace their beginnings to OWI:

• United States Information Agency (USIA)United States Information Agency (USIA)

• The Voice of America radio networkThe Voice of America radio network

• The first broadcast (1942) of the VOA was in German, intended The first broadcast (1942) of the VOA was in German, intended to counter Nazi propaganda. By 1945 the VOA was to counter Nazi propaganda. By 1945 the VOA was broadcasting in 40 languages weekly.broadcasting in 40 languages weekly.

• The Advertising CouncilThe Advertising Council

In war the foundation was laid for sophistication of In war the foundation was laid for sophistication of public relations in business.public relations in business.


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Post World War II Era Saw Post World War II Era Saw Increased SophisticationIncreased Sophistication

• The post war era witnessed tremendous growth of public The post war era witnessed tremendous growth of public relations as a sophisticated profession.relations as a sophisticated profession.

• Practitioners such as Earl Newsom with Standard Oil (1945) were Practitioners such as Earl Newsom with Standard Oil (1945) were increasingly invited to participate in policy decision making.increasingly invited to participate in policy decision making.

• During this period, new emphasis was placed on public relations During this period, new emphasis was placed on public relations functions (other than marketing) and on more sophisticated PR tools functions (other than marketing) and on more sophisticated PR tools (e.g., audience analysis).(e.g., audience analysis).

• Carl Byoir used public relations techniques to raise money Carl Byoir used public relations techniques to raise money nationally to help polio victims and to find a cure for the crippling nationally to help polio victims and to find a cure for the crippling disease.disease.

A place in the university…


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Development in Education and Ethics for Development in Education and Ethics for Public RelationsPublic Relations

• Boston University established the first school of Boston University established the first school of public relations (1947). public relations (1947).

• Two years later, one hundred colleges and Two years later, one hundred colleges and universities offered classes in the subject.universities offered classes in the subject.

• In 1954, the Public Relations Society of In 1954, the Public Relations Society of America (PRSA) developed the first code of America (PRSA) developed the first code of ethics for the profession. ethics for the profession.

• The society set up a grievance board for code The society set up a grievance board for code enforcement in 1962 and a program of voluntary enforcement in 1962 and a program of voluntary accreditation in 1964.accreditation in 1964.


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Moss Kendrix Changed Perceptions Moss Kendrix Changed Perceptions about African-Americansabout African-Americans

• Moss Kendrix (1917-1989) was a public Moss Kendrix (1917-1989) was a public relations pioneer in transforming racial relations pioneer in transforming racial stereotyping.stereotyping.

• Kendrix used advertising to influence Kendrix used advertising to influence how Americans viewed black citizens.how Americans viewed black citizens.

• American icons such as Carnation, the American icons such as Carnation, the Ford Motor Company, and the Coca-Cola, Ford Motor Company, and the Coca-Cola, employed Kendrix to create campaigns employed Kendrix to create campaigns that targeted the black community.that targeted the black community.

Click on the image to read about Click on the image to read about Kendrix’s amazing legacy. Photo Kendrix’s amazing legacy. Photo from www.prmuseum.com.from www.prmuseum.com.


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Increased Role of Government in Increased Role of Government in Organizational LifeOrganizational Life

Business/government relations became increasingly Business/government relations became increasingly important as the federal government entered a new era important as the federal government entered a new era of regulation.of regulation.

Such regulations came in part because Such regulations came in part because

of several issues in the 1970s-80s:of several issues in the 1970s-80s:

• civil rights and equal opportunitycivil rights and equal opportunity

• environmentalismenvironmentalism

• consumerismconsumerism

• urban problemsurban problems

• nuclear powernuclear power

March 1965 civil rights march travels 54 miles in Alabama regarding voting rights. Photo taken from www.msnbc.com.


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The Present and Future DevelopmentsThe Present and Future Developments

Profound Current Changes in Public RelationsProfound Current Changes in Public Relations

Let’s briefly define each of these changes…

From manipulation to adaptation

From external counselor to internal team member

From marketing to management

From program to process

From craftsperson to manager

From items to issues

From output to input

From firefighters to fire preventers

From illegitimacy to legitimacy

From U.S. profession to global profession


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From Manipulation to AdaptationFrom Manipulation to Adaptation

Organizations continue to rely on practitioners Organizations continue to rely on practitioners not to manipulate public opinion but to help the not to manipulate public opinion but to help the organization adapt to it.organization adapt to it.

Organizations realize that differing needs and Organizations realize that differing needs and interests of relevant publics serve as legitimate and interests of relevant publics serve as legitimate and interactive forces on company goals.interactive forces on company goals.

This transition leads to successful two-way This transition leads to successful two-way communication based on willful acceptance and communication based on willful acceptance and mutual benefit.mutual benefit.


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From External Counselor to Internal From External Counselor to Internal Team MemberTeam Member

The practice of using outside The practice of using outside hired gunshired guns for crisis for crisis management evolves into the practitioner participating on management evolves into the practitioner participating on the policy/decision-making team.the policy/decision-making team.

• Leaders understand that Leaders understand that interpreting and applying insights interpreting and applying insights from public opinion require from public opinion require specialized knowledge and skills specialized knowledge and skills possessed by the PR practitioner.possessed by the PR practitioner.

• Organizational decision making Organizational decision making begins with a wiser foundation begins with a wiser foundation that increases company prestige that increases company prestige and helps avoids crises.and helps avoids crises.


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From Marketing to ManagementFrom Marketing to Management

Public relations has evolved from an arm of the sales Public relations has evolved from an arm of the sales effort to a management function.effort to a management function.

This allows the integrated marketing strategy of using This allows the integrated marketing strategy of using feedback from relevant publics to drive business adaptation.feedback from relevant publics to drive business adaptation.

The prime responsibility of public relations becomes The prime responsibility of public relations becomes providing the information and environment in which providing the information and environment in which management can function most effectively.management can function most effectively.

PR PR contribution to the marketing effort as a staff function contribution to the marketing effort as a staff function moves down a notch in priorities.moves down a notch in priorities.


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From Program to ProcessFrom Program to Process

Now it is recognized that public relations functions Now it is recognized that public relations functions must seamlessly integrate into the continuing task of must seamlessly integrate into the continuing task of how business is done.how business is done.

Producing isolated PR projects can help but will never allow Producing isolated PR projects can help but will never allow the organization to realize the potential impact of healthy the organization to realize the potential impact of healthy public relations.public relations.

Programs may accomplish specific goals, but the public Programs may accomplish specific goals, but the public relations work is never completely finished as it pursues relations work is never completely finished as it pursues an integrated process of:an integrated process of:

1. Research 1. Research 3. Action3. Action

2. Planning 2. Planning 4. Evaluation4. Evaluation


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From Craftsman to ManagerFrom Craftsman to Manager

The specialist is now seen as an important part The specialist is now seen as an important part of the internal management team, not just a of the internal management team, not just a communications technician.communications technician.

Communication skills (writing, speaking, editing, Communication skills (writing, speaking, editing, and media) are still vital but must be a part of a and media) are still vital but must be a part of a larger role.larger role.

Overall strategic integration of tasks into Overall strategic integration of tasks into corporate policy is a necessary part of the public corporate policy is a necessary part of the public relations management function.relations management function.


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From Items to IssuesFrom Items to Issues

Issues management is the identification of key issues Issues management is the identification of key issues confronting organizations and the management of confronting organizations and the management of responses to them.responses to them.

Successful issues management requires ongoing monitoring Successful issues management requires ongoing monitoring of external and internal environments in order to evaluate of external and internal environments in order to evaluate their impact upon organizational goals and objections.their impact upon organizational goals and objections.

Instead of being given a list of media jobs, the Instead of being given a list of media jobs, the practitioner now submits to management a list of practitioner now submits to management a list of sensitive issues vital to organizational success.sensitive issues vital to organizational success.


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From Output to InputFrom Output to Input

• Public relations as a management function gives Public relations as a management function gives input to the organization from its contact with input to the organization from its contact with external publics.external publics.

• This change reaffirms the need for effective This change reaffirms the need for effective two-way communication and influence with two-way communication and influence with publics.publics.


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From Firefighting to Fire PreventionFrom Firefighting to Fire Prevention

• Effective public relations does not Effective public relations does not exist merely to clean up messes exist merely to clean up messes once they are made, but seeks to once they are made, but seeks to avoid such dilemmas. avoid such dilemmas.

• A proactive approach anticipates A proactive approach anticipates and acts upon potential problems and acts upon potential problems before they become actual crises before they become actual crises for the organization.for the organization.

This role is greatly enhanced This role is greatly enhanced through use of the four-step PR through use of the four-step PR process.process.


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From Illegitimacy to LegitimacyFrom Illegitimacy to Legitimacy

• Because of the effective efforts of pioneers like Because of the effective efforts of pioneers like Bernays, public relations representatives are Bernays, public relations representatives are generally no longer viewed with suspicion.generally no longer viewed with suspicion.

• Practitioners now have professional status and Practitioners now have professional status and accepted standards for ethical behavior through accepted standards for ethical behavior through organizations like PRSA (Public Relations organizations like PRSA (Public Relations Society of America) and IABC (Society of America) and IABC (International International Association of Business Communicators)Association of Business Communicators)..


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From U.S. Profession to Global From U.S. Profession to Global ProfessionProfession

Borders are no longer barriers as markets and Borders are no longer barriers as markets and media operate worldwide 24-hours a day.media operate worldwide 24-hours a day.

Cultural, language, and legal differences make Cultural, language, and legal differences make global public relations more difficult, but rapidly global public relations more difficult, but rapidly evolving communication technology has made evolving communication technology has made these barriers less of a factor.these barriers less of a factor.


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Review of Principles from the Review of Principles from the Second MillenniumSecond Millennium

From the second millennium lesson, we realized that…From the second millennium lesson, we realized that…

1. Historical leaders influenced their worlds through timely mixtures of 1. Historical leaders influenced their worlds through timely mixtures of passion and words.passion and words.

2. Even powerful people cannot ignore the opinion of the public.2. Even powerful people cannot ignore the opinion of the public.

3. Democracy is dependent on a strong, opinionated public.3. Democracy is dependent on a strong, opinionated public.

4. An intentional and sustained campaign to broadly influence the public 4. An intentional and sustained campaign to broadly influence the public can be very effective.can be very effective.

5. Publishing one’s successes affects indifferent public opinion.5. Publishing one’s successes affects indifferent public opinion.

6. A wide distribution of rational appeal to the public’s values influences 6. A wide distribution of rational appeal to the public’s values influences their thinking and behavior.their thinking and behavior.


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Review of Principles from the Review of Principles from the Industrial RevolutionIndustrial Revolution

The public relations profession was born in the industrial age The public relations profession was born in the industrial age through dynamic changes in American life.through dynamic changes in American life.

• Organizations must accept the need to deal with public opinion. Organizations must accept the need to deal with public opinion.

• In a media-strong democracy, the public can powerfully express its In a media-strong democracy, the public can powerfully express its opinion.opinion.

• PR professionals help organizations avoid costly expressions of public PR professionals help organizations avoid costly expressions of public discontent in an age of fierce competition for public support.discontent in an age of fierce competition for public support.

Public relations evolved through three stages:Public relations evolved through three stages:

• Manipulation through press agentryManipulation through press agentry

• Cooperation through open informationCooperation through open information

• Mutual influence through understandingMutual influence through understanding


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Review of Principles Since 1930Review of Principles Since 1930

• The Depression-War era led public relations to value The Depression-War era led public relations to value mutual influence and develop massive, sophisticated mutual influence and develop massive, sophisticated strategies to communicate with and influence the public.strategies to communicate with and influence the public.

• Public relations became a respected, sophisticated and Public relations became a respected, sophisticated and expanded profession during the post-WWII era, largely expanded profession during the post-WWII era, largely through governmental and public influence.through governmental and public influence.

• Currently public relations is evolving as a force for Currently public relations is evolving as a force for adaptation to public concerns on vital issues.adaptation to public concerns on vital issues.


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In Summary…In Summary…

Since its inception, Public Relations had Since its inception, Public Relations had undergone several changes. These changes were undergone several changes. These changes were usually brought about by changes in the usually brought about by changes in the environment in which people lived. Practitioners environment in which people lived. Practitioners must be aware of the history of PR and anticipate must be aware of the history of PR and anticipate changes in the present and future of Public changes in the present and future of Public Relations. Relations.

Documents

Slide 1 of 35 Part One Public Relations…The Profession Chapter 2 A Brief History of Public Relations, Part 2 Lesson 2B Introduction to Public Relations