1. THINK Public Relations
Wilcox/Cameron/Reber/Shin

2. Ch 3: The Growth of A Profession

3. Overview A brief history of public relations
Trends in today’s practice of public relations
A growing professional practice
Professionalism, licensing, and accreditation

4. A Brief History of Public Relations
Ancient beginnings
The roots of public relations stretch back to the civilizations of Babylonia, Greece, and Rome.
The Rosetta Stone
Basically an early publicity release that touted the Pharaoh’s accomplishments; provided the key to modern understanding about ancient Egyptian hieroglyphics.
Organizers of the ancient Olympic Games used promotional techniques to enhance the perception of athletes as heroes in much the same way as we do in the modern Olympic Games.

5. A Brief History of Public Relations
Ancient beginnings
Politician Julius Caesar had ambitions to become emperor of the Roman Empire. He organized elaborate parades whenever he returned from winning a battle to burnish his image as an outstanding commander and leader.
Pope Urban II persuaded thousands of followers to serve God and gain forgiveness for their sins by engaging in the Holy Crusades against the Muslims.

6. A Brief History of Public Relations
Public relations in colonial America
Promoting settlement of the colonies
To promote immigration to America, in 1584, Sir Walter Raleigh sent back to England glowing accounts of what was in reality a swamp-filled Roanoke Island.
Spanish explorers publicized the never-discovered Seven Cities of Gold and the fabled Fountain of Youth to lure prospective adventurers and colonists to the New World.

7. A Brief History of Public Relations
Public relations in colonial America
Struggle for independence
Boston Tea Party -- PRWeek has called the “the greatest and best-known publicity stunt of all time,” was orchestrated by Samuel Adams, a man who understood that symbolism can sway public opinion.
Thomas Paine: Common Sense was similarly instrumental in bringing lukewarm citizens into the Revolutionary movement

8. A Brief History of Public Relations
Public relations in colonial America
Struggle for independence
Federalist Papers letters written by Alexander Hamilton, James Madison, and John Jay promoting the new political system
Propaganda vs. PR?

9. A Brief History of Public Relations
1800s: the age of the press agent
The 1800s was a period of growth and expansion in the United States, an era that featured growing competition for consumer attention and loyalty.
It also was the golden age of the press agent—a publicist who works for recognition of an organization or individual.

10. A Brief History of Public Relations
The age of hype -- The period was the age of hype, in which organizations employed the media and various tactics to promote individuals, causes, products, and services.
Davy Crockett -- as a frontier hero; Buffalo Bill and Annie Oakley were the rock stars of their age.

11. A Brief History of Public Relations
Press agent tactics
played on the gullibility of the public and its desire to be entertained.
Advertisements and press releases were exaggerated to the point of being outright lies.
Doing advance work for an attraction, press agents would drop tickets on the desk of a newspaper editor along with the announcements.
The master of pseudo-event: P. T. Barnum
Tom Thumb-dwarf who achieved great fame as a performer
Jenny Lind -- the "Swedish Nightingale” tour

12. A Brief History of Public Relations
The master of pseudo-event: P. T. Barnum
—a planned happening that occurs primarily for the purpose of being reported.
Later --- Henry Ford was the first major industrialist in the United States
Among the first to use two basic public relations concepts. The first was the notion of positioning—the idea that credit and publicity always go to those who do something first. Second idea was the importance of being accessible to the press.

13. A Brief History of Public Relations
Public relations grows as America grows
Settling the American West
Railroad promotion techniques
setting up information offices abroad
soliciting the services of “independent” observers who wrote about what they saw in the West.
commissioning painters and photographers to provide romanticized depictions of American
Indians.

14. A Brief History of Public Relations
The rise of politics and activism
Political beginnings
Amos Kendall -- Many consider him the first presidential press secretary
Teddy Roosevelt -- was a master at generating publicity. He was the first president to make extensive use of news conferences and interviews to build support for his favorite projects
Teddy Bear

15. A Brief History of Public Relations
The rise of politics and activism: Activists
Abolitionists -- slavery -- publication of Harriet Beecher Stowe’s Uncle Tom’s Cabin
Prohibitionists -- Carrie Nation employed dramatic tactics in her campaign against liquor.
Women’s rights advocates -- Amelia Bloomer got plenty of media publicity by wearing loose-fitting trousers in protest of the corset.
Environmentalists -- Environmental activist John Muir used public relations tactics to help Protect the Yosemite Valley in California and make into a National Park

16. Modern Public Relations Comes of Age
As the use of publicity gained acceptance, the first publicity agency, known as the Publicity Bureau, was established in Boston in 1900, with Harvard College as its most prestigious client.
George F. Parker and Ivy Ledbetter Lee opened a publicity office in New York City in 1904.

17. Modern Public Relations Comes of Age
Ivy Lee
First public relations counselor
Lee was hired to provide strategic counsel in the wake of the vicious strike-breaking activities known as the Ludlow Massacre at the Colorado Fuel and Iron (CF&I) company mine in 1914 – for John D. Rockefeller, Jr.

18. Modern Public Relations Comes of Age
George Creel
Another PR innovator. Former newspaper reporter, enlisted by President Woodrow Wilson to organize a massive public relations effort to unite the nation and to influence world opinion during World War I.
The newly formed Committee on Public Information publicized the war aims and Wilson’s ideals—to make the world safe for democracy and to make World War I “the war to end all wars.”

19. Modern Public Relations Comes of Age
Edward Bernays
Was one of several individuals who served on the Creel Committee and went on to become a successful and widely known public relations counselor.
Bernays, through brilliant campaigns and extensive self-promotion, was known as the “father of modern public relations” by the time of his death in 1995 at the age of 103.

20. A Brief History of Public Relations
Public relations expands in postwar America
Rapid growth in all areas of public relations along with the development of mass media

21. A Brief History of Public Relations
Evolving practice and philosophy
1800s to 1920s from press agentry to public information to scientific persuasion.
1950s & ’60s - Relationship building
Necessitated by activism
1970s & ’80s - Managerial approach
Investor relations and MBO
1990s & ’00s - Relationship management

22. Four Models of Public Relations
Press agentry/publicity
Public information
Two-way asymmetric
Two-way symmetric

23. Trends in Today’s Practice of Public Relations
Feminization of the field
70% of PR practitioners are women.
Women earn less money than men.
Recent research

24. Trends in Today’s Practice of Public Relations
The importance of diversity
Minorities constitute 36% of U.S. citizens.
Hispanics are the fastest growing group.
Minority practitioners lag behind population trends.
Professional groups seek to encourage minority practitioners.

25. Trends in Today’s Practice of Public Relations
Other major trends in public relations
Transparency
An ever-broadening social media toolbox
Increased emphasis on evaluation
Managing the 24/7 news cycle
New directions in mass media
Outsourcing to public relations firms
The importance of lifelong learning

26. What Do You Think?
In what ways do you think Public Relations will evolve in the next half century?
This question will stimulate discussion of the future of public relations given the trends in today’s practice of public relations

27. A Growing Professional Practice
The Public Relations Society of America
The largest national public relations organization in the world
The Public Relations Student Society of America (PRSSA)

28. A Growing Professional Practice
The International Association of Business Communications (IABC)
The second-largest organization of communication and public relations professionals
The International Public Relations Association
A London-based global organization

29. Professionalism, Licensing, and Accreditation
Professional practitioners should have:
A sense of independence
A sense of responsibility to society and public interests
Concern for the competence and honor of the profession
A higher loyalty to the profession than to an employer
Careerist versus professional values
Technician mentality

30. Professionalism, Licensing, and Accreditation
Advocates
Defines PR, unifies curricula, unifies standards, protects clients, protects practitioners, raises practitioners’ credibility
Opponents
Violates 1st amendment, malpractice laws exist, states license but PR works nationally/internationally, ensures only minimum competence/ethics, increased credibility not ensured, expensive

31. Professionalism, Licensing, and Accreditation
“Certification” by professional organizations
PRSA and IABC offer accreditation.

32. Phineas T. Barnum will be best remembered in public relations history for developing the:
pseudoevent

33. Many consider him the first presidential press secretary.
Amos Kendall

34. Essentially an early publicity release touting the Pharaoh’s accomplishments, this provided the key to modern understanding about ancient Egyptian hieroglyphics.
The Rosetta Stone

35. An early use of “conflict positioning” was carried out by:
Pope Gregory XV

36. Environmental activist John Muir used public relations tactics to help:
Designate Yosemite Valley into a National Park and protect the Yosemite Valley in California.

37. What are Grunig’s four models of public relations?
Two-way asymmetric
Public information
Press agentry/publicity
Two-way symmetric

38. The major effort worldwide to improve standards and professionalism in public relations is:
accreditation

39. Five / pass comprehensive exams
To receive the Accredited in Public Relations (APR) designation as being accredited by the Public Relations Society of America (PRSA), a person must have at least _______ years of professional experience in public relations or teaching and ______.
Five / pass comprehensive exams

40. Why is it important for the public relations field to attract a diverse workforce?
Globalization has created a strong need for it, and
necessary in order to reach out to diverse audiences.

41. He communicated subway benefits directly to passengers.
Which key creative public relations insight did Ivy Lee utilize in his New York Subway campaign?
He communicated subway benefits directly to passengers.

42. ________ was the first true public relations counselor.
Ivy Lee

43. What U.S. President in the early days of ‘PR’made extensive use of news conferences and interviews in drumming up support for his projects.
Theodore Roosevelt

44. ________ became known as the father of modern public relations for his “big ideas” on how to motivate people.
Edward Bernays