1. Journalism Principles and Practices
Public Relations
Journalism Principles and Practices

2. What is Public Relations?
Bernays: “A vocation applied by a social scientist who advises a client or employer on the social attitudes and actions to win the support of the public upon whom the viability of the the client or employer depends.”

3. History Columbus Penny Press -- press agents P.T. Barnum
Damage control mid 1800s - Standard Oil
Age of Reform
Westinghouse hired newspaper reporter

4. History, Continued... Other goals besides publicity
Publicity Bureau of Boston -- in 1900, information designed to further political goals
Ivy Lee, early 1900s, strike
Henry Ford, Ford Times, 1908
Bernays: Crystallizing Public Opinion, 1923 (social science approach)

5. WWII - OWI - movie starts Growth following WWII...
History, Continued...
WWI - Creel Commission
WWII - OWI - movie starts
Growth following WWII...
Business
Education
Politics

6. Modern Practice Promoting Goodwill Releasing Information
Counteracting Negative Publicity
Creating or Reinforcing an Image
Promoting Product or Service

7. Modern Practice, Continued...
Persuading Public or Constituency
Reaching Internal Audiences
Promoting and Planning Events

8. The Growth of the Pseudo-event
Daniel F. Boorstin
The Image: A Guide to Pseudo-Events in America
Graphic Revolution

9. Four Attributes of a Pseudo-Event
It is not spontaneous, like a train wreck or some other legitimate “news.” Someone has “planned, planted, or incited it.”
It is planned primarily, although not always exclusively, for the immediate purpose of being reported. It is therefore managed for the convenience of the media.
Its relation to the underlying reality of the situation is ambiguous, unclear.
It is usually intended to be a self-fulfilling prophecy.

10. A Great Closing Quote from Boorstin...
The American citizen:
“...lives in a world where fantasy is more real than reality, where the image has more dignity than its original. We hardly dare face our bewilderment, because our ambiguous experience is so pleasantly iridescent, and the solace of belief in contrived reality is so thoroughly real. We have become eager accessories to the great hoaxes of the age. These are the hoaxes we play on ourselves.”