2. THE INDIVIDUAL IN PUBLIC RELATIONS Pertemuan 4 By: Dr. Drs. Dominikus Tulasi, MM. Mata kuliah: 00332 - PUBLIC REALTIONS ADVERTISNG Tahun : 2010

3. Bina Nusantara University 3 Learning Objectives At the end of this meeting, students expected to conclude the comprehension, definition, and concept of Public Relations, related to advertising tools, in achieving end consumers or market targeting. The students are expected to originate their analysis based on Marketing Mix as a traditional fame of mind and the promotional mix as its derivation.

4. Bina Nusantara University 4 THE ROOTS OF PUBLIC RELATIONS Public Relations is a 20 th -century phenomenon whose roots extend deep into history; in a sense it is as old as human communication itself. In preceding civilizations, such as those of Babylonia, Greece, and Rome, people were persuaded to accept the authority of government and religion through techniques that are still used; interpersonal communication, speeches, art, literature, staged events, publicity, and other such devices.

5. Bina Nusantara University 5 PR’s ORIGIN and EVOLUTION (Ethical Perspective) Ivy Ledbetter Lee (1877-1934): “The Father of Public Relations” After graduating from Princeton, Ivy Lee became a reporter in New York City but soon gave that up to become a political publicist. Then, 1904, he and George F. Parker formed the nation’s third publicity bureau. By 1906 he was the most inspiring success in the young field or PR and found himself representing George F. Baer and his associates (who were allied with the J.P. Morgan financial empire) in a public controversy over an anthracite coal strike. Lee tried a radical approach: Frankly announcing himself as a publicity consultant, he invited the press to ask questions, handed out news releases and presented his client as cooperative and communicative. (Thomson Wadsworth, PR The realities of Public Relations, 2007: 30). Lee’s “Declaration of principles,” issued in 1906.

6. Bina Nusantara University 6 PUBLICITY Early Development Publicity, which consists mainly of the issuing of news releases to the media about the activities of an organization or an individual, is one of the earliest forms of public relations. It has been used for virtually every purpose. Signs such as “Vote for Cicero. He is a good man.” have been found by archaeologists in ruins of ancient civilizations. In 59 B.C., Julius Caesar ordered the posting of a news sheet, ‘Acta Diurna, outside the Forum to inform citizens of actions of Roman legislators; for Emperor!

7. Bina Nusantara University 7 THE COLONIAL ERA In 1620, broadsides were distributed in Europe by the Virginia Company offering 50 acres of free land to those bringing settlers to America by 1625. In 1641, Harvard College published a fund-raising brochure, and in 1758, Kings College (now Columbia University) issued its first press release, announcing commencement exercises.

8. Bina Nusantara University 8 NINETEENTH CENTURY Public affairs were controlled mainly by the aristocratic, propertied class until the revolt to the so-called ‘common man’ placed rough-hewn Andrew Jackson in the White House in 1828. Amos Kendall, a former Kentucky newspaper editor, became an intimate member of Jackson’s “kitchen cabinet” and probably the first presidential press secretary. The appointment demonstrated for the first time that PR is integral to political policy-making and management.

9. Bina Nusantara University 9 TWENTIETH CENTURY As the use of publicity gained increased acceptance, the first publicity agency, known as the Publicity Bureau, was established in Boston in 1900. Harvard College was its most prestigious client. George F. Parker and Ivy Ledbetter Lee opened a publicity office in New York City in 1904. Parker remained in the publicity field, but Lee became an adviser to companies and individuals. In Washington D.C., William Wolf Smith established a firm to influence legislators through publicity.

10. Bina Nusantara University 10 THE FIRST PUBLIC RELATIONS COUNSEL The Combination of stubborn management attitudes and improper actions, labor strife, and widespread public criticism produced the first public relations counselor, Ivy Ledbetter Lee. Although, as previously noted, this Princeton graduate and former business reporter for the New York World began his private practice as a publicist, he shortly expanded that role to become the first public relations counsel. The emergence of modern public relations can be dated from 1906, when Lee was hired by the anthracite coal industry, then embroiled in a strike.

11. Bina Nusantara University 11 AFTER WORLD WAR II The booming economy after World War II produced rapid growth in all areas of public relations. Companies opened public relations departments or expanded existing ones. Government staffs increase in size, as did those of nonprofit organizations such as educational institutions and health and welfare agencies. TV emerged in the late 1940s as a new challenge for PR expertise. New Firm sprang up nationwide. Educating managers on the value of Public Relations itself.

12. Bina Nusantara University 12 PUBLIC RELATIONS IN THE 1950 By 1950 an estimated 17,000 men and 2000 women were employed as practitioners in Public Relations and publicity. Typical of the public relations programs of large corporations at midcentury was that of the aluminum Company of America. Heading the operation was a vice president for public relations-advertising, aided by an assistant public relations director and an advertising manager.

13. Bina Nusantara University 13 WHY PUBLIC RELATIONS IS GROWING Ronald B. Millman offers 7 reasons for the growth: 1.PR is cost-efficient. 2.PR has won over management. 3.The penalties of poor PR are viewed each night on the 10 o’clock news. 4.PR is no longer measured by the ink it produces. 5.PR is becoming more specialized. 6.PR tools are becoming more complex. 7.Markets are going international.