1. EVOLUTION OF PUBLIC RELATIONS

2. OBJECTIVES On completion of today’s lecture, you should be able to: 1.List and explain the significant events that helped to shape contemporary Public Relations practices 2.List and explain the personalities that helped to shape contemporary Public Relations practices; and 3.Discuss the evolution of Public Relations

3. MILESTONES IN PR  “PR” was first used in 1897  First PR counsel was Edward Bernays in 1921  First college course taught by Bernays  First modern practitioner was Ivy Lee

4. PR TACTICS: old & new  Persuasion was used historically and today  Rhetoric, use of symbols  Printed and mass media tactics are modern

5. Historical Development since1600  Preliminary stage of development – 1600-1799: Dev. of comm. Channels and PR tactics  Communicating/initiating phase – 1800-1899: Emergence of publicists, press agents, promoters, propagandists

6.  Reacting/responding phase – 1900-1939: emergence of writers as spokespersons for special interests  Planning/preventing phase – 1940-1979: maturation of PR as management function in an organization

7.  Professionalism phase – 1980-present: Integration of marketing and advertising techniques with public relations activities (IMC)

8. PR TACTICS IN U.S. HISTORY  American Revolution – Use of propaganda, publicity, special events  Early protest movements, like abolition – Use of publicity and special events  Westward expansion (gold rush) – Use of press agentry and publicity

9.  Growth of entertainment industry – Use of press agentry  Wartime support for military – Fundraising, propaganda, publicity  Development of industry – Publicity, concern for social responsibility and public interest

10. PR TACTICS IN RECENT U.S. HISTORY  Consumer movement  Civil Rights, Women’s, Environmental movement  Shift to globalization and world freedom Activists and organizations used PR tactics to create awareness and influence public opinion

11. PR MILESTONES IN THE 20TH CENTURY  Founding of the first publicity firm: The Publicity Bureau, in 1900  Establishment of publicity functions within organizations like churches, colleges, the Red Cross, Marine Corps..  Hiring of PR practitioners by orgs like Ford Motor Co., AT &T and Borden

12.  Establishment of the Committee on Public Information, headed by George Creel during World War 1  Recognition of the importance of public opinion following publication of Walter Lippman’s pioneering book on Public Opinion  Establishment of PR organizations

13. CURRENT DEVELOPMENTS IN PR  Effect of technology and computers on PR practice  Creation of PR “body of knowledge”  Internationalization of business  Restructuring, reinvention of workplace

14. CURRENT DEVELOPMENTS IN PR  Entry and advancement of women and minorities in PR  Growth of ethnic PR organizations  Increased negative media coverage of PR  Growth in PR educational programs