2. Slide 1 of 35 Part One Public Relations…The Profession Chapter 2 A Brief History of Public Relations, Part 2 Lesson 2B Introduction to Public Relations © 2004 The McGraw-Hill Companies, Inc. All rights reserved.

3. Introduction to Public Relations History Slide 2 of 35 An Assignment Reminder… Before viewing this lecture, please read the following material: Public Relations: The Profession and the Practice, Chapter 2: The History of Public Relations

4. A Conceptual Schema for Studying Public Relations Research Strategic Planning Evaluation Action and Communication Media Relations Employee Relations Community Relations Consumer Relations The Profession Introduction Theory Law and Ethics History Part 1 Part 1 The Process Part 2 The Publics Part 3 The Practice Part 4 Chapter 2 falls here. Slide 3 of 35 Public Affairs and Government Not-for- Profit Corporate Financial Emerging Trends

5. Introduction to Public Relations History Slide 4 of 35 We will look at the history of Public Relations after the industrial revolution and the changes that have occurred in the field. In Part One—Chapter 2, Our Focus is the History of PR

6. Introduction to Public Relations History Slide 5 of 35 Today’s Learning Objectives are… 1. Discover how two major forces influenced the development of public relations in the United States during the 1930s. 2. Trace how PR became a respected and sophisticated profession during the post-WWII era. 3. Comprehend how public relations is currently changing at the start of the 21 st 21 st century.

7. Introduction to Public Relations History Slide 6 of 35 Events That Reinforced the Idea of Mutual Influence Two mid-20 th century events significantly shaped the American culture. Two mid-20 th century events significantly shaped the American culture. The Great Depression The Great Depression World War II World War II Those events also influenced the development of public relations as an agent of mutual influence. Those events also influenced the development of public relations as an agent of mutual influence. How did the Depression affect public relations?

8. Introduction to Public Relations History Slide 7 of 35 The End of Corporate America’s Era of Success The Great Depression (1929-1939) witnessed thousands of bankruptcies and the vanishing of great wealth. The Great Depression (1929-1939) witnessed thousands of bankruptcies and the vanishing of great wealth. Business was viewed as a failed institution, unable to sustain prosperity. Business was viewed as a failed institution, unable to sustain prosperity. Corporate public relations became less negative and more of a positive and continuous program to rebuild confidence. Corporate public relations became less negative and more of a positive and continuous program to rebuild confidence. After the Wall Street crash of 1929, the Dow Jones did not recover its lost stock points until the mid-1950s.

9. Introduction to Public Relations History Slide 8 of 35 The Depression Brought Compassion Public relations people began to emphasize a new approach to their publics—one of seeking mutual influence through understanding (Stage 3). Public relations people began to emphasize a new approach to their publics—one of seeking mutual influence through understanding (Stage 3). They sought to understand the desperate needs of their publics. They sought to understand the desperate needs of their publics. They facilitated acts of compassion on the part of their clients. They facilitated acts of compassion on the part of their clients. Workers looking for work in the Great Depression. Click the image to see what life was like in the 1930s. Photo © 2001 Britannica.com Inc

10. Introduction to Public Relations History Slide 9 of 35 The Prestige of the Populace Increased The flow of capital and production evaporated after the market crash of 1929. The flow of capital and production evaporated after the market crash of 1929. The need for an informed public became more vital as government, business and labor competed for public support for the use of limited resources. The need for an informed public became more vital as government, business and labor competed for public support for the use of limited resources. Persuasion and publicity could be effective only when they were coupled with responsible performance. Persuasion and publicity could be effective only when they were coupled with responsible performance. The practitioner was called upon to help organizations pursue responsible performance to increase public respect. The practitioner was called upon to help organizations pursue responsible performance to increase public respect. War gave PR a permanent place in government…

11. Introduction to Public Relations History Slide 10 of 35 Military Adopted Public Relations in World War II (1939-1945) The deteriorating military and political situation in Europe caused the military to increase its practice of public relations in the 1930s. The deteriorating military and political situation in Europe caused the military to increase its practice of public relations in the 1930s. Each branch of the service built its own public relations apparatus to promote its particular form of warfare. Each branch of the service built its own public relations apparatus to promote its particular form of warfare. The Army's PR efforts employed 3,000 military and civilian personnel. The Army's PR efforts employed 3,000 military and civilian personnel. How Hitler captured public relations…

12. Hitler’s Nazi Party Became Masters of Public Relations The greatest application of public relations techniques in the 1930s occurred in Germany. The Nazi propaganda machine under Joseph Goebbels viciously used press agentry. The Nazis demonstrated both the dangers and the effectiveness of propaganda. The greatest application of public relations techniques in the 1930s occurred in Germany. The Nazi propaganda machine under Joseph Goebbels viciously used press agentry. The Nazis demonstrated both the dangers and the effectiveness of propaganda. Click here to read about the American- born Axis Sally. She made propaganda broadcasts for Radio Berlin in Hitler's Germany. Click here to read about the American- born Axis Sally. She made propaganda broadcasts for Radio Berlin in Hitler's Germany. Slide 11 of 35

13. Introduction to Public Relations History Slide 12 of 35 US Office of War Information Mobilized a Nation In June 1942, with America fully engaged in the war, the Office of War Information (OWI) was established under Elmer Davis. In June 1942, with America fully engaged in the war, the Office of War Information (OWI) was established under Elmer Davis. A massive public relations effort was mounted to rally the home front. A massive public relations effort was mounted to rally the home front.

14. Introduction to Public Relations History Slide 13 of 35 OWI Developed a Broad PR Campaign The goal of the Office of War Information was to implement massive mobilization strategies: The goal of the Office of War Information was to implement massive mobilization strategies: selling war bonds selling war bonds rationing food, clothing, and gasoline rationing food, clothing, and gasoline planting victory gardens planting victory gardens recruiting military personnel recruiting military personnel promoting factory productivity and efficiency promoting factory productivity and efficiency Read these posters through the eyes of a soldier’s wife…

15. Images that Mobilized a Nation at War These posters were printed for the Office of War Information and retrieved from the National Archives and Records Administration web site at http://www.archives.gov.http://www.archives.gov Slide 14 of 35

16. Introduction to Public Relations History Slide 15 of 35 Influx of PR Practitioners after WWII Click on the picture to hear about PR after WWII.

17. Introduction to Public Relations History Slide 16 of 35 The Legacy of the OWI Remains Today Several important communication agencies that are still active today trace their beginnings to OWI: Several important communication agencies that are still active today trace their beginnings to OWI: United States Information Agency (USIA) United States Information Agency (USIA) The Voice of America radio network The Voice of America radio network The first broadcast (1942) of the VOA was in German, intended to counter Nazi propaganda. By 1945 the VOA was broadcasting in 40 languages weekly. The first broadcast (1942) of the VOA was in German, intended to counter Nazi propaganda. By 1945 the VOA was broadcasting in 40 languages weekly. The Advertising Council The Advertising Council In war the foundation was laid for sophistication of public relations in business.

18. Introduction to Public Relations History Slide 17 of 35 Post World War II Era Saw Increased Sophistication The post war era witnessed tremendous growth of public relations as a sophisticated profession. The post war era witnessed tremendous growth of public relations as a sophisticated profession. Practitioners such as Earl Newsom with Standard Oil (1945) were increasingly invited to participate in policy decision making. Practitioners such as Earl Newsom with Standard Oil (1945) were increasingly invited to participate in policy decision making. During this period, new emphasis was placed on public relations functions (other than marketing) and on more sophisticated PR tools (e.g., audience analysis). During this period, new emphasis was placed on public relations functions (other than marketing) and on more sophisticated PR tools (e.g., audience analysis). Carl Byoir used public relations techniques to raise money nationally to help polio victims and to find a cure for the crippling disease. Carl Byoir used public relations techniques to raise money nationally to help polio victims and to find a cure for the crippling disease. A place in the university…

19. Introduction to Public Relations History Slide 18 of 35 Development in Education and Ethics for Public Relations Boston University established the first school of public relations (1947). Boston University established the first school of public relations (1947). Two years later, one hundred colleges and universities offered classes in the subject. Two years later, one hundred colleges and universities offered classes in the subject. In 1954, the Public Relations Society of America (PRSA) developed the first code of ethics for the profession. In 1954, the Public Relations Society of America (PRSA) developed the first code of ethics for the profession. The society set up a grievance board for code enforcement in 1962 and a program of voluntary accreditation in 1964. The society set up a grievance board for code enforcement in 1962 and a program of voluntary accreditation in 1964.

20. Introduction to Public Relations History Slide 19 of 35 Moss Kendrix Changed Perceptions about African-Americans Moss Kendrix (1917-1989) was a public relations pioneer in transforming racial stereotyping. Kendrix used advertising to influence how Americans viewed black citizens. American icons such as Carnation, the Ford Motor Company, and the Coca-Cola, employed Kendrix to create campaigns that targeted the black community. Click on the image to read about Kendrix’s amazing legacy. Photo from www.prmuseum.com.

21. Introduction to Public Relations History Slide 20 of 35 Increased Role of Government in Organizational Life Business/government relations became increasingly important as the federal government entered a new era of regulation. Such regulations came in part because of several issues in the 1970s-80s: civil rights and equal opportunity civil rights and equal opportunity environmentalism environmentalism consumerism consumerism urban problems urban problems nuclear power nuclear power March 1965 civil rights march travels 54 miles in Alabama regarding voting rights. Photo taken from www.msnbc.com.www.msnbc.com

22. Introduction to Public Relations History Slide 21 of 35 The Present and Future Developments Profound Current Changes in Public Relations Profound Current Changes in Public Relations Let’s briefly define each of these changes…  From manipulation to adaptation  From external counselor to internal team member  From marketing to management  From program to process  From craftsperson to manager  From items to issues  From output to input  From firefighters to fire preventers  From illegitimacy to legitimacy  From U.S. profession to global profession

23. Introduction to Public Relations History Slide 22 of 35 From Manipulation to Adaptation Organizations continue to rely on practitioners not to manipulate public opinion but to help the organization adapt to it. Organizations realize that differing needs and interests of relevant publics serve as legitimate and interactive forces on company goals. This transition leads to successful two-way communication based on willful acceptance and mutual benefit.

24. Introduction to Public Relations History Slide 23 of 35 From External Counselor to Internal Team Member The practice of using outside hired guns for crisis management evolves into the practitioner participating on the policy/decision-making team. Leaders understand that interpreting and applying insights from public opinion require specialized knowledge and skills possessed by the PR practitioner. Leaders understand that interpreting and applying insights from public opinion require specialized knowledge and skills possessed by the PR practitioner. Organizational decision making begins with a wiser foundation that increases company prestige and helps avoids crises. Organizational decision making begins with a wiser foundation that increases company prestige and helps avoids crises.

25. Introduction to Public Relations History Slide 24 of 35 From Marketing to Management Public relations has evolved from an arm of the sales effort to a management function. This allows the integrated marketing strategy of using feedback from relevant publics to drive business adaptation. The prime responsibility of public relations becomes providing the information and environment in which management can function most effectively. PR contribution to the marketing effort as a staff function moves down a notch in priorities.

26. Introduction to Public Relations History Slide 25 of 35 From Program to Process Now it is recognized that public relations functions must seamlessly integrate into the continuing task of how business is done. Producing isolated PR projects can help but will never allow the organization to realize the potential impact of healthy public relations. Programs may accomplish specific goals, but the public relations work is never completely finished as it pursues an integrated process of: 1. Research 3. Action 2. Planning 4. Evaluation

27. Introduction to Public Relations History Slide 26 of 35 From Craftsman to Manager The specialist is now seen as an important part of the internal management team, not just a communications technician. Communication skills (writing, speaking, editing, and media) are still vital but must be a part of a larger role. Overall strategic integration of tasks into corporate policy is a necessary part of the public relations management function.

28. Introduction to Public Relations History Slide 27 of 35 From Items to Issues Issues management is the identification of key issues confronting organizations and the management of responses to them. Successful issues management requires ongoing monitoring of external and internal environments in order to evaluate their impact upon organizational goals and objections. Instead of being given a list of media jobs, the practitioner now submits to management a list of sensitive issues vital to organizational success.

29. Introduction to Public Relations History Slide 28 of 35 From Output to Input Public relations as a management function gives input to the organization from its contact with external publics. Public relations as a management function gives input to the organization from its contact with external publics. This change reaffirms the need for effective two-way communication and influence with publics. This change reaffirms the need for effective two-way communication and influence with publics.

30. Introduction to Public Relations History Slide 29 of 35 From Firefighting to Fire Prevention Effective public relations does not exist merely to clean up messes once they are made, but seeks to avoid such dilemmas. Effective public relations does not exist merely to clean up messes once they are made, but seeks to avoid such dilemmas. A proactive approach anticipates and acts upon potential problems before they become actual crises for the organization. A proactive approach anticipates and acts upon potential problems before they become actual crises for the organization. This role is greatly enhanced through use of the four-step PR process.

31. Introduction to Public Relations History Slide 30 of 35 From Illegitimacy to Legitimacy Because of the effective efforts of pioneers like Bernays, public relations representatives are generally no longer viewed with suspicion. Because of the effective efforts of pioneers like Bernays, public relations representatives are generally no longer viewed with suspicion. Practitioners now have professional status and accepted standards for ethical behavior through organizations like PRSA (Public Relations Society of America) and IABC (International Association of Business Communicators). Practitioners now have professional status and accepted standards for ethical behavior through organizations like PRSA (Public Relations Society of America) and IABC (International Association of Business Communicators).

32. Introduction to Public Relations History Slide 31 of 35 From U.S. Profession to Global Profession Borders are no longer barriers as markets and media operate worldwide 24-hours a day. Borders are no longer barriers as markets and media operate worldwide 24-hours a day. Cultural, language, and legal differences make global public relations more difficult, but rapidly evolving communication technology has made these barriers less of a factor. Cultural, language, and legal differences make global public relations more difficult, but rapidly evolving communication technology has made these barriers less of a factor.

33. Introduction to Public Relations History Slide 32 of 35 Review of Principles from the Second Millennium From the second millennium lesson, we realized that… 1. Historical leaders influenced their worlds through timely mixtures of passion and words. 2. Even powerful people cannot ignore the opinion of the public. 3. Democracy is dependent on a strong, opinionated public. 4. An intentional and sustained campaign to broadly influence the public can be very effective. 5. Publishing one’s successes affects indifferent public opinion. 6. A wide distribution of rational appeal to the public’s values influences their thinking and behavior.

34. Introduction to Public Relations History Slide 33 of 35 Review of Principles from the Industrial Revolution The public relations profession was born in the industrial age through dynamic changes in American life. Organizations must accept the need to deal with public opinion. Organizations must accept the need to deal with public opinion. In a media-strong democracy, the public can powerfully express its opinion. In a media-strong democracy, the public can powerfully express its opinion. PR professionals help organizations avoid costly expressions of public discontent in an age of fierce competition for public support. PR professionals help organizations avoid costly expressions of public discontent in an age of fierce competition for public support. Public relations evolved through three stages: Manipulation through press agentry Manipulation through press agentry Cooperation through open information Cooperation through open information Mutual influence through understanding Mutual influence through understanding

35. Introduction to Public Relations History Slide 34 of 35 Review of Principles Since 1930 The Depression-War era led public relations to value mutual influence and develop massive, sophisticated strategies to communicate with and influence the public. The Depression-War era led public relations to value mutual influence and develop massive, sophisticated strategies to communicate with and influence the public. Public relations became a respected, sophisticated and expanded profession during the post-WWII era, largely through governmental and public influence. Public relations became a respected, sophisticated and expanded profession during the post-WWII era, largely through governmental and public influence. Currently public relations is evolving as a force for adaptation to public concerns on vital issues. Currently public relations is evolving as a force for adaptation to public concerns on vital issues.

36. Introduction to Public Relations History Slide 35 of 35 In Summary… Since its inception, Public Relations had undergone several changes. These changes were usually brought about by changes in the environment in which people lived. Practitioners must be aware of the history of PR and anticipate changes in the present and future of Public Relations.