1. Public Relations: Strategies and Tactics 11th Edition
Dennis L. Wilcox Glen T. Cameron Bryan H. Reber
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2. The Evolution of Public Relations
Chapter 2
The Evolution of Public Relations
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3. 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
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4. 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
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5. 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
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6. 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
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7. 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
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8. 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
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9. 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
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10. 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
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11. 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
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12. 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
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13. 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
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14. 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
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15. 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
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