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Public Relations: Strategies and Tactics 11th Edition
Dennis L. Wilcox Glen T. Cameron Bryan H. Reber 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 © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
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The Evolution of Public Relations
Chapter 2 The Evolution of Public Relations Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
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Chapter 2 Objectives 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 Have insight into the reasons for the massive influx of women into the field Be knowledgeable about current developments and trends in the field Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
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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 © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
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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 © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
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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 © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
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The 1800s: The Golden Age of Press Agentry
Begins with Sam Adams and the Sons of Liberty in the late 1700s 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 © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
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1900 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) Best known for work with the Rockefeller family Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
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Edward L. Bernays: Father of Modern PR
“Scientific persuasion” Emphasized advocacy and persuasion Believed in social scientific research Crystallizing Public Opinion Classic campaigns: Ivory Soap “Torches of Liberty” Light’s Golden Jubilee Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
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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 Sonnenberg Proposed sponsorship as a way to reach opinion leaders Rex Harlow Consider to be the “father of public relations research” Leon Baxter Credited with founding the first political campaign management firm Warren Cowan Among the first to serve in the movie industry Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
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Other Pioneers in the Field, cont.
Eleanor Lambert Early figure in fashion PR who created the “Best Dressed” list Elmer Davis Worked extensively for the U.S. federal government, promoting war bond sales during WWII Moss Kendrix First African American to acquire a major corporate account (Coca-Cola) Dan Edelman Built world’s largest independent PR firm and created PR niche of marketing reputation and brand over product Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
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Major Contributions by Industrialists, Presidents
Henry Ford Positioning Publicist Samuel Insull Started “bill stuffer” Teddy Roosevelt Press relations Insert picture of Teddy Roosevelt on p. 55 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
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1950 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 © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
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The Influx of Women Into the Field
PR from male-dominated to 70% 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 Liberal arts background that promotes writing and presentation skills Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
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2000 to the Present: PR Enters the Digital Age
The Next 5 Years 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 Copyright © 2015, 2012, 2009 Pearson Education, Inc. All Rights Reserved.
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