EVOLUTION OF PUBLIC RELATIONS

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

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

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

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

 Reacting/responding phase – : emergence of writers as spokespersons for special interests  Planning/preventing phase – : maturation of PR as management function in an organization

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

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

 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

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

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

 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

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

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