1. Copyright © Allyn & Bacon 2000 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 images; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program. any rental, lease, or lending of the program.

2. Copyright © Allyn & Bacon 2000 Pre-Modern Public Relations Primitive agricultural extension activities (circa 1,800 B.C.) Primitive agricultural extension activities (circa 1,800 B.C.) Athens (circa 450 B.C.) Athens (circa 450 B.C.) Vox populi (circa 100 B.C.) Vox populi (circa 100 B.C.) Congregatio de Propaganda Fide (circa 1600s) Congregatio de Propaganda Fide (circa 1600s)

3. Copyright © Allyn & Bacon 2000 Social Trends Leading to Evolution of Public Relations Growth of institutions Growth of institutions The expansion of democracy The expansion of democracy Technological improvements in communication Technological improvements in communication The growth of advocacy The growth of advocacy The search for consensus The search for consensus

4. Copyright © Allyn & Bacon 2000 Pre-Twentieth-Century America The Boston Tea Party The Boston Tea Party Common Sense Common Sense The Federalist Letters The Federalist Letters The First Amendment of the United States Constitution The First Amendment of the United States Constitution

5. Copyright © Allyn & Bacon 2000 The 1800s A greater focus on public opinion A greater focus on public opinion Amos Kendall, press secretary Amos Kendall, press secretary P.T. Barnum, father of press-agentry P.T. Barnum, father of press-agentry Jay Cooke, Civil War fund raiser Jay Cooke, Civil War fund raiser

6. Copyright © Allyn & Bacon 2000 The Seedbed Years Mutual Life Insurance Company - 1888. Mutual Life Insurance Company - 1888. Westinghouse - 1889. Westinghouse - 1889. The Publicity Bureau - 1900. The Publicity Bureau - 1900. William Wolf Smith - 1902. William Wolf Smith - 1902. Parker and Lee - 1904. Parker and Lee - 1904.

7. Copyright © Allyn & Bacon 2000 Why Early Agencies Failed They were doing something new. They were doing something new. They lacked credibility. They lacked credibility. They faced stiff resistance from newspaper publishers. They faced stiff resistance from newspaper publishers. They challenged Theodore Roosevelt -- and lost. They challenged Theodore Roosevelt -- and lost.

8. Copyright © Allyn & Bacon 2000 Theodore Roosevelt (1858-1919) Roosevelt transformed relations among government, big business, and voters. Roosevelt transformed relations among government, big business, and voters. He used the White House as a “Bully Pulpit.” He used the White House as a “Bully Pulpit.” He was the father of the presidential news conference. He was the father of the presidential news conference.

9. Copyright © Allyn & Bacon 2000 Ivy Ledbetter Lee (1877-1934) Lee’s Declaration of Principles (1906) laid an ethical foundation for the practice of public relations. Lee’s Declaration of Principles (1906) laid an ethical foundation for the practice of public relations. Earned the nickname “Poison Ivy” because his actions did not match his words. Earned the nickname “Poison Ivy” because his actions did not match his words. His work for the German Dye Trust ruined his reputation. His work for the German Dye Trust ruined his reputation.

10. Copyright © Allyn & Bacon 2000 War and Propaganda A growing interest in propaganda A growing interest in propaganda The Committee for Public Information a/k/a The Creel Committee The Committee for Public Information a/k/a The Creel Committee The “Four-Minute Men” The “Four-Minute Men” The Zimmerman Telegram The Zimmerman Telegram

11. Copyright © Allyn & Bacon 2000 Edward L. Bernays (1891-1995) Bernays was a nephew of Sigmund Freud and a veteran of the Creel Committee. Bernays was a nephew of Sigmund Freud and a veteran of the Creel Committee. He coined the phrase “public relations counsel” in 1923’s Crystallizing Public Opinion. He coined the phrase “public relations counsel” in 1923’s Crystallizing Public Opinion. He promoted himself as “the father of public relations.” He promoted himself as “the father of public relations.”

12. Copyright © Allyn & Bacon 2000 Why Bernays and Not Lee? Both men deserve recognition. Both men deserve recognition. Neither man was a saint. Neither man was a saint. Lee worked for the Nazis. Bernays did not. Lee worked for the Nazis. Bernays did not. Lee died before he could answer his critics. Bernays outlived his. Lee died before he could answer his critics. Bernays outlived his.

13. Copyright © Allyn & Bacon 2000 The Post-War Boom The Office of War Information becomes a training ground for new practitioners. The Office of War Information becomes a training ground for new practitioners. The growth in public relations education. The growth in public relations education. Public Relations Society of America, 1947. Public Relations Society of America, 1947. International Association of Business Communicators, 1970. International Association of Business Communicators, 1970.

14. Copyright © Allyn & Bacon 2000 Post-War Social Activism The New Industrial Age. The New Industrial Age. The Age of Political Activism. The Age of Political Activism. Advocates turn the tables on business and adopt public relations practices. Advocates turn the tables on business and adopt public relations practices.

15. Copyright © Allyn & Bacon 2000 The Downsizing of the United States An aging U.S. infrastructure leads to modernization and downsizing. An aging U.S. infrastructure leads to modernization and downsizing. Reagan downsizes the federal government. Reagan downsizes the federal government. In-house public relations departments downsized or eliminated. In-house public relations departments downsized or eliminated. New opportunities for agencies and consultants. New opportunities for agencies and consultants.

16. Copyright © Allyn & Bacon 2000 Baby Boomers Come of Age The United States is transformed into an information-based society. The United States is transformed into an information-based society. New jobs, but lower salaries. New jobs, but lower salaries. A changing workplace. A changing workplace. Public relations takes a high profile. Public relations takes a high profile.

17. Copyright © Allyn & Bacon 2000 “Future History” An increasingly interdependent world. An increasingly interdependent world. Democracy takes root. Democracy takes root. More ways to communicate -- and more clutter. More ways to communicate -- and more clutter. Public relations will continue to be linked to great social changes. Public relations will continue to be linked to great social changes.