1. The Evolution of PR
Chapter 3

2. Why study history?

3. Four Classic Models Press Agentry/Publicity Public Information
Two-Way Asymmetric
Two-Way Symmetric

4. Early Start Ancient Beginnings PR in Colonial America
Used early, although not labeled PR
Examples: Authority of government and religion, ancient Olympic games, politics
The case today?
PR in Colonial America
Promoting immigration to America
Building support for conflict

5. Press Agentry/Publicity
One-way communication
Main purpose = advocacy
Little to no research required
1800s – Golden Age of the Press Agent
Age of hype
“…played on the gullibility of the public and its desire to be entertained” (p. 45)
Gifts  generous publicity

6. Continuing to Grow Publicity used to populate Western US Railroads
Concentration of wealth – concern about business practices – hiring “PR folks”
1889 – Westinghouse Corporation – first in-house publicity department
1897 – term “Public Relations” used Association of American Railroads company listing
Rise of PR duties in other areas
Politics
Amos Kendall; considered first press secreatry
Activists

7. Rise of Public Information Model
Publicity begins to gain acceptance
1900 – Publicity Bureau – first publicity agency
Businesses and politicians – continuously use PR tactics
Public relations = strategic endeavor
Ivy Ledbetter Lee
First public relations counselor
New focus: public information, focusing on disseminating truthful information
Muscular approach to PR

8. Basics of Public Information Model
One way distribution – information – not always persuasive
Accuracy and completeness (journalism)
Primary channel = mass media
Research: mostly fact-finding; little audience research

9. Lee’s Major Contributions
Business and industry – align with public interests
Need active support of management; work with top executives
Open communication with news media
Humanize businesses; PR at community level

10. Learning Media’s Power
George Creel
Power of mediated information
Impact on public attitudes and behaviors
Member of the Creel Committee – Edward Bernays
“father of modern public relations” (p. 49)

11. Two-Way Asymmetric Model
Conceptualized by Bernays
Social science research and behavioral psychology
Focus = advocacy and scientific persuasion
Two way communication; imbalanced effects
Feedback used for persuasion
Consider the “big idea” before tactics

12. Continued Growth of PR
Second half of 20th century  PR = indispensable
TV as new challenge (1950s)
Causes for growth
Growth of economy
Growth of urban and suburban populations
Big business, Big labor, Big government
Scientific and technological advancements
Mass media
Consideration of the bottom line

13. Two-Way Symmetric Model
Public’s interest in social and political issues (consider role of research)
Anti-business sentiment grew
Corporations needed to help image and relationships
Rise of issues management
Need for dialogue with publics
Organization and public impact each other
Relationship building
Research used to learn about opinion and impact

14. Continued Growth of PR
1980s – PR as management function; impacts bottom line
1990s -- “…work to maintain credibility, to build solid internal and external relationships, and to manage issues” (p. 54); corporate social responsibility
2000s – PR = relationship management. Ongoing communication process. More emphasis on interpersonal relationships, less on media. Fingers on pulse of publics.

15. PR Today: Female PR Practitioners
Doris Fleishman (Bernay’s wife) -- One of first female pioneers
Betsy Plank – first female president of Public Relations Society of America (First Lady of PR)
Inez Kaiser – ‘first African-American woman to head PR firm with national clients’ (p. 43)
“By 1950, as estimated 17,000 men and 2,000 women were employed as practitioners in public relations and publicity. In 1960, the U.S. Census counted 23,870 men and 7,271 women in public relations…” (p. 52)
Today?

16. PR Today: Female PR Practitioners
Shift from male-dominated field
Salary and job disparities?
Growth in the field?

17. PR Today: Other Major Trends
Diversity
Transparency
Emphasis on evaluation
Social media toolbox
Managing 24/7 news cycle
New directions in mass media
Outsourcing to PR firms
Lifelong learning

18. Cellphone Research
Research Gabby Douglas and social media attention during Olympics
How should a PR practitioner advise her to handle the situation?
Did she effectively handle the situation (from a PR standpoint)? NOTE: Consider how she responded to the press.
What does this situation illustrate about the trends we’ve discussed?

19. Other Current Day Discussions
PR – Profession or Skill?
Need for licensing?
Accreditation
PR Professional Organizations – Benefits? (Cellphone research)

20. PR Today
Chapter 4

21. Role of PR Helps save money and make money
Consider type of organization, management’s perceptions of PR, capabilities of PR executive
Large, complex organizations vs. small-scale organization: PR’s bigger role?
Tactical vs. Strategic
Strategic management tool
Want a seat at management and decision-making table

22. PR Departments, Organization and Authority
Specialized sections (ex: media relations, community relations, marketing communications, employee communications)
Personnel spread in different departments
Added responsibilities (ex: online)
Line vs. staff function
PR = staff function
Levels of influence and authority
Advisory, compulsory-advisory, concurring authority, command authority
Often high in organizational chart

23. Friction? Legal Human Resources Advertising Marketing
Will we get sued?
Human Resources
Internal communication -- That’s our job!
Advertising
“Will it increase sales?” vs. “Will it make friends?” (p. 76)
Marketing
Who is our key public?

24. Outsourcing Writing and communications Media relations Publicity
Strategy and planning
Event planning

25. PR Firms Range in size Adjunct or whole sha-bang
Usually in metropolitan areas
Global reach
Structure
Assistant account executives, account executives, account supervisor…
Account teams
Pros and cons
Fees
Hourly fee (plus out-of-pocket expenses), retainer fee, fixed project fee, pay for placement

26. What else? You tell me… Real examples
Do a little research on one of the following PR firms: Ketchum, FleishmanHillard, Edelman, Weber Shandwick, Ogilvy PR, and Porter Novelli (split among class); look at the functions and services they offer
What is offered? How does this tie in with what you’ve learned? Pros and Cons?