Chap. 2 – Evolution of the Profession Global Public Relations

Why Study the Historical Roots of Public Relations? To excel in a sociological profession (e.g. public relations), you must master its cultural roots. To excel in a sociological profession (e.g. public relations), you must master its cultural roots. What are the dynamics in a culture (past and present) that make your field vital to successful involvement in that culture? What are the dynamics in a culture (past and present) that make your field vital to successful involvement in that culture? What forces shaped your culture regarding how people think and behave relative to your profession? What forces shaped your culture regarding how people think and behave relative to your profession?

That enables us to… Understand forces that shaped profession Understand forces that shaped profession Anticipate future developments Anticipate future developments Predict nature of practice in other cultural settings Predict nature of practice in other cultural settings

Made in the USA Public relations as a profession was initially a U.S. American phenomenon. Public relations as a profession was initially a U.S. American phenomenon. By the end of the 20th century, the same forces were mandating a need for PR throughout the developed and developing world. By the end of the 20th century, the same forces were mandating a need for PR throughout the developed and developing world. Leaders through the centuries have always sought to influence their publics. Leaders through the centuries have always sought to influence their publics.

Four trends Growth of large institutions Growth of large institutions Expansion of democracy Expansion of democracy Sophistication of publics Sophistication of publics Communication technology improvements Communication technology improvements

Colonial America Boston Tea Party as pseudoevent Boston Tea Party as pseudoevent Boston Massacre as embellished publicity Boston Massacre as embellished publicity Ben Franklin’s use of his newspaper to promote civic projects Ben Franklin’s use of his newspaper to promote civic projects Sam Adams: “Put the enemy in the wrong and keep him there.” Sam Adams: “Put the enemy in the wrong and keep him there.” Federalist Papers Federalist Papers

PR Development in the Industrial Age Development of these stages was sequential, but all three still exist. Manipulation Manipulation Cooperation Cooperation Mutual influence and understanding Mutual influence and understanding Today public relations is moving… away from using “any available means” to achieve desired public opinion away from using “any available means” to achieve desired public opinion toward informing the public and providing information and counsel to management toward informing the public and providing information and counsel to management

Four evolutionary models of PR Press agentry: P.T. Barnum; 1-way Press agentry: P.T. Barnum; 1-way Public information: Ivy Lee; 1-way Public information: Ivy Lee; 1-way Two-way asymmetric: feedback to gauge effectiveness Two-way asymmetric: feedback to gauge effectiveness Two-way symmetric: mutual benefit Two-way symmetric: mutual benefit

1800s Appointment of Amos Kendall, 1829 Appointment of Amos Kendall, 1829 Influential adviser Influential adviser Opinion polls; news “leaks” Opinion polls; news “leaks” P.T. Barnum P.T. Barnum Pseudoevents Pseudoevents Effective Effective Classic press agentry Classic press agentry

Seedbed Years -- Robber Barons Big business dominates late 1800s Big business dominates late 1800s Vanderbilt, Morgan, Rockefeller Vanderbilt, Morgan, Rockefeller “The public be damned” “The public be damned” Muckrakers emerge Muckrakers emerge Upton Sinclair’s “The Jungle” Upton Sinclair’s “The Jungle” Ida Tarbell’s “History of the Standard Oil Company” Ida Tarbell’s “History of the Standard Oil Company”

Robber barons in need of PR Vitriolic press coverage and public reaction leads to changes Vitriolic press coverage and public reaction leads to changes Anti-trust legislation Anti-trust legislation Labor movements Labor movements Socialist, communist movements Socialist, communist movements Many accusations untrue; didn’t matter Many accusations untrue; didn’t matter Didn’t know how to reach public Didn’t know how to reach public Tried to buy off critics; then image polishing Tried to buy off critics; then image polishing

Cooperation through Distribution of Information By the early 1900s, businesses were forced to submit to three new dynamics: By the early 1900s, businesses were forced to submit to three new dynamics: numerous governmental regulations numerous governmental regulations increasingly hostile criticism from the press increasingly hostile criticism from the press rise of the American labor union movements rise of the American labor union movements Public relations moved from the stage of press agentry to an era of public cooperation through distribution of accurate information. Public relations moved from the stage of press agentry to an era of public cooperation through distribution of accurate information.

Enter Ivy Lee Wall Street reporter; supported honesty, accuracy Wall Street reporter; supported honesty, accuracy Need to earn public confidence, good will Need to earn public confidence, good will Declaration of Principles Declaration of Principles Hired by Rockfeller, 1914 Hired by Rockfeller, 1914 “Humanized” the Rockefellers “Humanized” the Rockefellers Stressed social responsibility Stressed social responsibility

World War I Wilson establishes Creel Committee Wilson establishes Creel Committee First use of information as weapon of war First use of information as weapon of war Included Ed Bernays Included Ed Bernays Mobilized public opinion in support of war, war bonds Mobilized public opinion in support of war, war bonds Boosted war effort Boosted war effort Boosted PR as profession Boosted PR as profession

Depression Fostered need for major corporations to regain public trust Fostered need for major corporations to regain public trust Roosevelt aggressively promoted “New Deal” programs Roosevelt aggressively promoted “New Deal” programs Military promoted need to build weakened armed forces Military promoted need to build weakened armed forces Universities used PR to boost enrollment Universities used PR to boost enrollment

Military Adopted Public Relations in World War II ( ) The deteriorating military and political situation in Europe caused the military to increase its practice of public relations in the 1930s. The deteriorating military and political situation in Europe caused the military to increase its practice of public relations in the 1930s. Each branch of the service built its own public relations apparatus to promote its particular form of warfare. Each branch of the service built its own public relations apparatus to promote its particular form of warfare. The Army's PR efforts employed 3,000 military and civilian personnel. The Army's PR efforts employed 3,000 military and civilian personnel.

OWI Developed a Broad PR Campaign The goal of the Office of War Information was to implement massive mobilization strategies: The goal of the Office of War Information was to implement massive mobilization strategies: selling war bonds selling war bonds rationing food, clothing, and gasoline rationing food, clothing, and gasoline planting victory gardens planting victory gardens recruiting military personnel recruiting military personnel promoting factory productivity and efficiency promoting factory productivity and efficiency Read these posters through the eyes of a soldier’s wife…

Post-war PR boom More practitioners created by war More practitioners created by war Labor strikes proliferate Labor strikes proliferate Baby boom -- school growth Baby boom -- school growth Institutional growth and internationalization Institutional growth and internationalization Media growth Media growth

Development in Education and Ethics for Public Relations Boston University established the first school of public relations (1947). Boston University established the first school of public relations (1947). In 1954, the Public Relations Society of America (PRSA) developed the first code of ethics for the profession. In 1954, the Public Relations Society of America (PRSA) developed the first code of ethics for the profession.

Social upheaval -- the 60s to now Distrust of big business, government Distrust of big business, government Polarization of society Polarization of society Watergate Watergate Need to emphasize relationship building Need to emphasize relationship building Public demands Public demands Corporate responsibility Corporate responsibility Sophisticated publics Sophisticated publics

In Summary… Since its inception, Public Relations has undergone several changes. These changes were usually brought about by changes in the environment in which people lived. Practitioners must be aware of the history of PR and anticipate changes in the present and future of Public Relations.