Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Public Relations Strategies and Tactics Tenth Edition Dennis L. Wilcox Glen T. Cameron 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; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program.

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Chapter 2 The Evolution of Public Relations

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Topics Covered in Chapter 2 Understand the evolution of public relations from ancient empires to today’s practice Know how public relations tactics have contributed to American independence, the settlement of the West, and social causes such as voting rights for women Appreciate the contributions of visionaries such as Ivy Lee and Edward Bernays, who laid the foundation of today’s practice Be knowledgeable about current developments and trends in the field

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Early Beginnings The Rosetta Stone was basically the first publicity release Olympic games used promotional techniques to promote athletes as heroes Julius Caesar used parades, writings posted on walls and a book, Commentaries, to promote his activities Saint Paul, the New Testament author, qualifies for the public relations hall of fame

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. The Middle Ages The Roman Catholic Church was a major practitioner of public relations Bankers in Venice practiced the art of investor relations to adopt corporate philanthropy

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Colonial America Sir Walter Raleigh attempted to convince settlers to move to Virginia Seven Cities of Gold & the Fountain of Youth Harvard College’s published a fundraising brochure King’s college (Columbia University) sends news release for its commencement exercises

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. The 1800s: The Golden Age of Press Agentry The press agent Davy Crockett was a frontier hero created to draw political support away from Andrew Jackson Phineas T. Barnum was a showman and master of the pseudoevent Promoting the westward movement Politics and social movements take the stage Early corporate initiatives

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved to 1950: The Age of Pioneers Ivy Lee: The First PR Counsel Opened Parker and Lee in 1905 Declaration of principles – dissemination of truthful, accurate information One of the first clients: Pennsylvania Railroad railroad freight hike campaign (public information model

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. “Scientific persuasion” Emphasized advocacy and scientific persuasion Crystallizing Public Opinion Classic campaigns: Ivory Soap “Torches of Liberty” Light’s Golden Jubilee Edward L. Bernays: Father of Modern PR

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Other Pioneers in the Field George Creel Asked by President Wilson to organize a massive PR effort to unite the nation and to influence opinion during WWI Arthur Page Credited with making public relations a part of higher management Benjamin Sonnenber Proposed sponsorship as a way to reach opinion leaders Jim Maron Became famous for his media- grabbing stunts Rex Harlow Consider to be the “father of public relations research” Leon Baxter Credited with founding the first political campaign management firm

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Henry Ford Samuel Insull Teddy Roosevelt Major Contributions by Industrialists, Presidents

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved to 2000: Public Relations Comes of Age The following factors attributed to the expansion of public relations during this period Economy Major increases in urban and suburban populations The growth of big business, big labor, and big government Scientific and technological advances The communications revolution Financial considerations

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. The Influx of Women Into the Field PR from male-dominated to 70% of practitioners are female Possible reasons: Flexible environment for juggling family responsibilities Higher salaries for women than in comparable fields Firms can be started without a lot of capital Listening and communication skills Sensitivity

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Today’s Practice and Trends Current developments Multicultural world Recruitment of minorities Public demand for transparency Expanded role for PR Corporate social responsibility (CSR) Increased emphasis on measurement Managing the 24/7 news cycle Continued growth of digital media Outsourcing to PR firms The need for lifelong professional development