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Organization of the summer term PS (12 weeks) 17. 2. 2014 – 10. 5. 2014 Examinations (4 weeks) 12. 5. 2014 – 7. 6. 2014 Form of examination Written test.

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Presentation on theme: "Organization of the summer term PS (12 weeks) 17. 2. 2014 – 10. 5. 2014 Examinations (4 weeks) 12. 5. 2014 – 7. 6. 2014 Form of examination Written test."— Presentation transcript:


2 Organization of the summer term PS (12 weeks) 17. 2. 2014 – 10. 5. 2014 Examinations (4 weeks) 12. 5. 2014 – 7. 6. 2014 Form of examination Written test. Obligatory attendance at workshops: 75 % In order to successfully graduate the course the students will also have to prepare presentations for each lecture in advance that will be presented at each lecture.

3 Organization of the summer term Dates and themes of lectures 1. February 18, 2014 : History of PR – till WW2 2. February 25, 2014: PR in a new millennium (definitions, principles) 3. March 3, 2014: PR as a part of the communication 4. March 11, 2014: Corporate identity 5. March 18, 2014: Internal PR 6. March 25, 2013: Crisis communication 7. April 1, 2014: CSR 8. April 8, 2014: Social media 9. April 15, 2014: PR tools (HR, media relations) 10. April 22, 2014: PR, lobbying and sponsoring 11. April 29, 2014: PR strategy, planning 12. May 6, 2014: Professional associations of PR, PR ethics

4 Organization of the summer term Dates and themes of workshops 1. February 25, 2014: Understanding a brief 2. March 11, 2014: PR plan + budget 3. March 25, 2014: Press conferences 4. April 8, 2014: Press release and press materials 5. April 22, 2014: Social media 6. May 6, 2014: Events




8 1. February 18, 2014 : History of PR – till WW2 Presenters: 2. February 25, 2014: PR in a new millennium (definitions, principles) Presenters: 3. March 3, 2014: PR as a part of the communication Presenters: 4. March 11, 2014: Corporate identity Presenters: 5. March 18, 2014: Internal PR Presenters: 6. March 25, 2013: Crisis communication Presenters:

9 7. April 1, 2014: CSR Presenters: 8. April 8, 2014: Social media Presenters: 9. April 15, 2014: PR tools (HR, media relations) Presenters: 10. April 22, 2014: PR, lobbying and sponsoring Presenters: 11. April 29, 2014: PR strategy, planning Presenters: 12. May 6, 2014: Professional associations of PR, PR ethics Presenters:

10 What is the difference between PR and marketing? You see a gorgeous girl at a party. You go to her and say: „I am fantastic in bed.“ That is DIRECT MARKETING

11 What is the difference between PR and marketing? You are at a party with a bunch of friends and see a gorgeous girl. One of your friends goes up to her and pointing at you says: He is fantastic in bed!“ That is ADVERTISING

12 What is the difference between PR and marketing? You see a gorgeous girl at a party. You go up to her and give her and get her phone number. Next day you call her and say: Hi, I am fantastic in bed. That is TELEMARKETING.

13 What is the difference between PR and marketing? You are at a party and see a gorgeous girl. You get up, straighten you tie, walk up to her and pour her a drink. You ope the door for her, pick up her bag after she drops it, offer her a ride and then say: „By the way, I am fantastic in bed.“ That is PUBLIC RELATIONS..

14 Establishment of PR 1900 1924 ? 378

15 Ancient forms of Public Relations Although the term "public relations" was not yet developed, you can for sure identify early forms of public influence and communications management in ancient civilizations. The three main elements of public relations are practically as old as society: informing people persuading people, or integrating people with people. First known example of public relations - a clay tablet found in ancient Iraq that promoted more advanced agricultural techniques. Retrospective PR

16 Ancient Greece Ancient Greek philosophers such as Isocrates, Plato and Aristotle created early theories in rhetoric and persuasion. In Greece there were advocates for hire called „sophists". Plato and others said sophists were dishonest and misled the public Modern view: largely ethical, used the principles of persuasive communication. Ancient Rome In Rome Julius Caesar wrote the first campaign biography promoting his military successes. He also created commissioned newsletters and poems to support his political position.

17 Medieval Craftsmen were organized into guilds that managed their collective reputation. „Divine“ public efforts Pope Urban II - recruitment for the crusades is also considered PR effort. Pope Gregory XV founded the term „propaganda" when he created Congregatio de Propaganda ("congregation for propagating the faith"), which used trained missionaries to spread Christianity. Note: The term did not carry negative connotations until it was associated with government publicity around World War II.

18 Antecedants America Explorers like Magellan, Columbus and Raleigh used exaggerated claims of grandeur to entice settlers to come to the New World: 1598 - a desolate swampy area of Virginia was described as: „…the most plentiful, sweete, fruitful and wholesome of all the worlde." [ [ When colonists wrote back to Europe about the hardships of colonizing Virginia, including the death toll caused by conflicts with Indians, pamphlets with anonymous authors were circulated to reassure potential settlers and diminish the criticisms. United Kingdom In the mid-1600s both sides of the English Civil War conflict used pamphlets to attack or defend the monarchy respectively. Poet John Milton wrote anonymous pamphlets advocating for ideas such as liberalizing divorce, the establishment of a republic and the importance of free speech.

19 Antecedants France France reated a government publicity agency called Information and Propaganda and established The Gazette, a weekly newspaper controlled by the government. Cardinal Richelieu in France had a press office that distributed pamphlets supporting the government and attacking its principal political opponent, the Habsburg Empire. Also Maria Theresa of the Austrian Empire wrote a pamphlet in 1738 that was influential in criticizing the freemasons and advocating for an alliance between the British, Dutch and Austrian governments.

20 Antecedants America In 1641, Harvard University sent three preachers on a mission to England to raise money for missionary activities among the Indians. To support the fund-raising, the University produced one of the earliest fund-raising brochures, New England's First Fruits. An early version of the press release was used when King's College (now Columbia University), sent out an announcement of its 1758 graduation ceremonies and several newspapers printed the information. Princeton was the first university to make it a routine practice of supplying newspapers with information about activities at the college.

21 Antecedants America and Europe against slavery More systematic forms of PR began as the public started organizing for social and political movements. 1787 - The Society for Effecting the Abolition of the Slave Trade was established in. It published books, posters and hosted public lectures in England advocating against slavery. Depictions of naked or half-naked slaves being whipped were used to rally support against slavery. Industries that relied on slavery attempted to persuade the middle-class that it was necessary and that slaves had humane living conditions. The slavery was abolished in 1807.

22 Antecedants America and Europe against slavery In the US, the movement to abolish slavery began in 1833 with the establishment of the American Anti-Slavery Society, using some tactics influenced by the British abolitionist movement. US abolitionist movement used every available device of communication, appeal and action – such as petitions, pamphlets, political lobbying, local societies, and boycotts. The South responded by defending slavery on the basis of economics, religion and the constitution. In some cases propaganda promoting the abolition of slavery was forbidden and abolitionists were killed or jailed. Public relations also played a role in abolitionist movements in France, Australia and in Europe.

23 Antecedants Boston Tea Party as a PR event The Boston Tea Party has been called a "public relations event" or pseudo event in that it was a staged event intended to influence the public. Pamphlets such as Common Sense (1775–76) and The American Crisis (1776 to 1783) were used to spread anti-British propaganda in the United States, as well as the slogan „taxation without representation is tyranny.”

24 Antecedants Boston Tea Party as a PR event

25 Antecedants US constitution and PR After the revolution was won, disagreements broke out regarding the United States Constitution. Supporters of the constitution sent letters now called the Federalist Papers to major news outlets, which helped persuade the public to support the constitution. Exaggerated stories of Davy Crocket and the California Gold Rush were used to persuade the public to fight the war against Mexico and to migrate west in the U.S. respectively.

26 PR in 19th century 1800s – PR performed as a spontaneous and de-centralized steps. In the mid-1800s P. T. Barnum founded the American Museum and the Barnum and Bailey Circus. He became well known for publicizing his circus using manipulative techniques. For example, he announced that his museum would exhibit a 161-year-old woman who had been Washington's nurse, then produced an elderly woman and a forged birth certificate.

27 PR in 19th century Emerging of standard PR practices In the late 1800s many of the now-standard practices of media relations, such as conducting interviews and press conferences emerged. Industrial firms began to promote their public image. The German steel and armaments company Krupp created the first corporate press department in 1870 to write articles, brochures and other communications advertising the firm. The first US corporate PR department was established in 1889 by Westinghouse Corporation. PR tactics were also used to persuade consumers to use the new railroad system in the US. (Some scholars believe that the first appearance of the term "public relations" was in the 1897 Year Book of Railway Literature.)

28 PR as a profession Though the origins of PR cannot be pinpointed to an exact date, because it developed over time through a series of events - early 1900s = beginning of PR as paid profession, linked with establishment of The Publicity Bureau in Boston in mid-1900 Character of PR at that time: damage control – dramatic increase in newspapers, companies had to defend corporate interests against sensational and hyper-critical news articles. The Publicity Bureau The first PR agency founded by former Boston journalists, including Ivy Lee (sometimes called the father of PR, influential in establishing it as a professional practice). In 1906, Lee published a Declaration of Principles, which said that PR work should be done in the open, should be accurate and cover topics of public interest. Ivy Lee is also credited with developing the modern press release and the "two-way-street" philosophy of both listening to and communicating with the public. In practice his work was often identified as spin or propaganda (see Ludlow Massacre).

29 PR as a profession Ludlow Massacre In 1913 and 1914 the mining union was blaming the Ludlow Massacre, where on-strike miners and their families were killed by state militia, on the Rockefeller family and their coal mining operation, The Colorado Fuel and Iron Company. On the Rockefeller family's behalf, Lee published bulletins called "Facts Concerning the Struggle in Colorado for Industrial Freedom," which contained false and misleading information. The press said Lee "twisted the facts" and called him a "paid liar," a "hired slanderer," and a "poisoner of public opinion."

30 PR as a profession „Audiences had to be carefully understood and persuaded to see things from the client's perspective. He wrote the first text-book on PR and taught the first college course at New York University in 1923. In the 1930s he started the first vocational course in PR. Author of several books: Crystallizing Public Opinion (1923), Propaganda (1928), and The Engineering of Consent (1947). Definition of PR - an „applied social science" that uses insights from psychology, sociology, and other disciplines to scientifically manage and manipulate the thinking and behavior of an irrational and "herdlike" public. Edward Bernays Father of PR and first theorist of the profession Nephew of S. Freud

31 PR as a profession 1929 - Edward Bernays helped the Lucky Strike cigarette brand increase its sales among the females. Research showed that women were reluctant to carry a pack of Lucky Strike cigarettes, because the brand's green color scheme clashed with popular fashion choices. Bernays persuaded fashion designers, charity events, interior designers and others to popularize the green colour. He also positioned cigarettes as Torches of Freedom that represent rebellion against the norms of a male-dominated society.

32 PR as a profession Arthur W. Page is sometimes considered to be the father of „corporate public relations" for his work with the American Telephone and Telegraph Company (AT&T) from 1927 to 1946.The company was experiencing resistance from the public to its monopolization efforts. In the early 1900s, AT&T had assessed that 90 percent of its press coverage was negative, which was reduced to 60 percent by changing its business practices and disseminating information to the press (AT&T had their PR team write feature stories that were published as if they were written by independent journalists). PR in UK Basil Clarke is considered the founder of PR in the UK. He founded the UK's first PR agency, Editorial Services, in 1924. He also authored the world's first code of ethics for the field in 1929. Through his publicity efforts, Clarke was able to get imported skimmed milk marked as „unfit for babies" on behalf of pasteurized milk producers and fought to allow food colorants in preserved food for Heinz. PR -must look true and it must look complete and candid or its 'credit' is gone". Continental Europe: PR as a professional field from the 1920s.

33 Wartime propaganda The first organized, large-scale propaganda campaigns were during World War I. The German government used propaganda to persuade its population in the justness of their case, to encourage voluntary recruitment and to demonize the enemy. In response to learning about Germany's propaganda, the British created a war propaganda agency called the Wellington House in September 1914. Atrocity stories, both real and alleged, were used to mobilize hatred for the enemy. Many atrocity stories were publicized in Britain after the "Rape of Belgium" in 1915, which refers to the treatment of British civilians in occupied Belgium. Both the UK and Germany tried to persuade neutral countries to take a stance that was more favorable to their side of the conflict. Austria-Hungary also used propaganda tactics to attack the credibility of Italy's leadership and its motives for war. Italy in-turn created the Padua Commission in 1918, which led Allied propaganda against Austria-Hungary.

34 Wartime propaganda – World War I One week after the United States declared war on Germany in 1917, US President Woodrow Wilson established the US Committee on Public Information (Creel Commission) as the US propaganda agency. The CPI spread positive messages to present an upbeat image about the war and denied fraudulent atrocities made up to incite anger for the enemy. The CPI recruited about 75,000 „“Four Minute Men," volunteers who spoke about the war at social events for four minutes. [ It issued thousands of "official war news" press releases, facilitated human interest stories in newspapers and published its own Official Bulletin on the war. [

35 Wartime propaganda – World War II Propaganda developed a negative connotation after Nazi propaganda during World War II. Even though German's World War I propaganda was considered more advanced than that of other nations, Adolf Hitler said propaganda had been under-utilized and claimed that superior British propaganda was the main reason for losing the war. Nazi Germany created the Ministry of Public Enlightenment and Propaganda in March 1933, just after Nazis took power. The Nazi party took editorial control over newspapers, created their own news organizations and established nazi controlled news organizations in conquered regions. Public speakers were instructed on how to spin the nation's problems. The Nazi party also used posters, films, and books among other tactics. During the Yugoslav wars, governments in the Federal Republic of Yugoslavia and Croatia used propaganda techniques to incite an animosity against non- Serbs in an effort to create a sovereign Serb nation state. During the Iraq War, the US created false radio personalities to spread pro- American information and paid Iraqi newspapers to write articles written by American troops.

36 Wartime propaganda – World War II

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