1. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Chapter Three: Public Relations – A Historical Perspective This multimedia product and its contents are protected under copyright law: any public performance or display, including transmission of any image over 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.

2. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Overview A brief history of public relations A brief history of public relations Trends in today’s practice Trends in today’s practice A growing professional practice A growing professional practice Professionalism, licensing, and accreditation Professionalism, licensing, and accreditation

3. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 A Brief History Ancient Beginnings  The Rosetta Stone  Julius Caesar  The Church Colonial America  Promoting settlement  Struggle for independence  Boston Tea Party, Thomas Paine, Federalist Papers

4. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 More History... The Age of the Press Agent  Davy Crockett, Buffalo Bill, Annie Oakley  Press agent tactics  The King: P. T. Barnum  Tom Thumb, Jenny Lind Settling the American West  Railroad promotion techniques

5. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Politics, Activism & Corporate Public Relations  Political beginnings  Amos Kendall  Teddy Roosevelt  Activists  Abolitionists  Prohibitionists  Women’s rights advocates  Environmentalists  Corporate  Westinghouse Corporation

6. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Public Relations Leaders  Henry Ford  Positioning and accessibility  Ivy Lee  First public relations counselor  Rockefeller  Four key contributions  George Creel  WWI  Edward Bernays  Father of modern PR  Arthur Page  Principles of PR management

7. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Four Models of Public Relations  Press Agentry/Publicity  Public Information  Two-way Asymmetric  Two-way Symmetric

8. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Evolving Practice & Philosophy 1800s to 1920s from press agentry to public information to scientific persuasion. 1800s to 1920s from press agentry to public information to scientific persuasion. 1950s & ’60s - Relationship building 1950s & ’60s - Relationship building Necessitated by activism Necessitated by activism 1970s & ’80s - Managerial approach 1970s & ’80s - Managerial approach Investor relations and MBO Investor relations and MBO 1990s & ’00s - Relationship management 1990s & ’00s - Relationship management

9. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Feminization of Public Relations 70% of PR practitioners are women 70% of PR practitioners are women 28% of chief communications officers are women 28% of chief communications officers are women Women earn 75 cents per dollar earned by men Women earn 75 cents per dollar earned by men Velvet Ghetto Velvet Ghetto Recent research Recent research

10. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Diversity Issues in Public Relations Minorities constitute 33% of U.S. citizens Minorities constitute 33% of U.S. citizens Hispanics fastest growing group Hispanics fastest growing group Minority practitioners lag behind population trends Minority practitioners lag behind population trends Professional groups seek to encourage minority practitioners Professional groups seek to encourage minority practitioners

11. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Other Major Trends Transparency Transparency Expanding PR role Expanding PR role Emphasis on evaluation Emphasis on evaluation 24/7 news cycle 24/7 news cycle Evolving mass media Evolving mass media Outsourcing Outsourcing Lifelong learning Lifelong learning Emphasis on financial relations Emphasis on financial relations

12. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Professional Associations o PRSA o IABC o IPRA o Specialities: CASE, NIRI, NSPRA

13. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Professionalism Professional practitioners have: Professional practitioners have: A sense of independence A sense of independence A sense of responsibility to society and public interests A sense of responsibility to society and public interests Concern for the competence and honor of the profession Concern for the competence and honor of the profession A higher loyalty to the profession than to an employer A higher loyalty to the profession than to an employer Careerist versus professional values Careerist versus professional values Technician mentality Technician mentality

14. Copyright © Allyn and Bacon 2006Copyright © Allyn & Bacon 2008 Licensing & Accreditation  Licensing  Advocates  Defines PR, unifies curricula, unifies standards, protects clients, protects practitioners  Opponents  Violates 1 st amendment, malpractice laws exist, states license but PR works nationally/internationally, ensures only minimum competence/ethics, increased credibility not ensured, expensive  Accreditation  “Certification” by professional organizations  PRSA and IABC offer accreditation