Copyright © Allyn & Bacon 2003 A Brief History of Public Relations Chapter 3 Public Relations A Values-Driven Approach This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any preparation of any derivative work, including the extraction, in whole or in part, of any images; images; any rental, lease, or lending of the program. any rental, lease, or lending of the program.

Copyright © Allyn & Bacon 2003 Pre-Modern Public Relations t Primitive agricultural extension activities (circa 1,800 B.C.) t Athens (circa 450 B.C.) t Vox populi (circa 100 B.C.) t Congregatio de Propaganda Fide (circa 1600s)

Copyright © Allyn & Bacon 2003 Trends Leading to Modern Public Relations t Growth of institutions t The expansion of democracy t Technological improvements in communication t The growth of advocacy t The search for consensus

Copyright © Allyn & Bacon 2003 Pre-20th Century America t The Boston Tea Party t Common Sense t The Federalist Letters t The First Amendment of the United States Constitution

Copyright © Allyn & Bacon 2003 The 1800s t A greater focus on public opinion t Amos Kendall, press secretary t P. T. Barnum, father of press-agentry t Jay Cooke, Civil War fundraiser

Copyright © Allyn & Bacon 2003 The Seedbed Years t Mutual Life Insurance Company t Westinghouse t The Publicity Bureau t William Wolf Smith t Parker and Lee

Copyright © Allyn & Bacon 2003 Why Early Agencies Failed t They were doing something new. t They lacked credibility. t They faced stiff resistance from newspaper publishers. t They challenged Theodore Roosevelt - and lost.

Copyright © Allyn & Bacon 2003 Theodore Roosevelt ( ) t Roosevelt transformed relations among government, big business, and voters. t He used the White House as a “Bully Pulpit.” t He was the father of the presidential news conference.

Copyright © Allyn & Bacon 2003 Ivy Ledbetter Lee ( ) t Lee’s Declaration of Principles (1906) laid an ethical foundation for the practice of public relations. t Earned the nickname “Poison Ivy” because his actions did not match his words. t His work for the German Dye Trust ruined his reputation.

Copyright © Allyn & Bacon 2003 War and Propaganda t A growing interest in propaganda t The Committee for Public Information aka The Creel Committee t The “Four-Minute Men” t The Zimmerman Telegram

Copyright © Allyn & Bacon 2003 Edward L. Bernays ( ) t A nephew of Sigmund Freud. t A veteran of the Creel Committee. t Coined the phrase “Public Relations Counsel.” t Self-proclaimed “Father of Public Relations.” t He and his wife Doris Fleischman were PR’s first “Power Couple.”

Copyright © Allyn & Bacon 2003 Why Bernays and Not Lee? t Both men deserve recognition. t Neither man was a saint. t Lee worked for the Nazis. Bernays did not. t Lee died before he could answer his critics. Bernays outlived his.

Copyright © Allyn & Bacon 2003 The Post-War Boom t The Office of War Information becomes a training ground for new practitioners. t The growth in public relations education. t Public Relations Society of America,1947. t International Association of Business Communicators, 1970.

Copyright © Allyn & Bacon 2003 Post-War Social Activism t The New Industrial Age. t The Age of Political Activism. t Advocates turn the tables on business and adopt public relations practices.

Copyright © Allyn & Bacon 2003 The Downsizing of the U.S. t An aging U.S. infrastructure leads to modernization and downsizing. t Reagan downsizes the government. t In-house public relations departments downsized or eliminated. t New opportunities for agencies and consultants.

Copyright © Allyn & Bacon 2003 Baby Boomers Come of Age t The United States is transformed into an information-based society. t New jobs, but lower salaries. t A changing workplace. t Public relations takes a high profile.

Copyright © Allyn & Bacon 2003 “Future History” t An increasingly interdependent world. t Democracy takes root. t More ways to communicate—and more clutter. t Public relations will continue to be linked to great social changes.