ADPR3850 1st Edition Lecture 4 Outline of Last Lecture I PR Positions II The value of internships III PR Salaries IV History of PR a Ancient beginnings colonial America press agent V Sam Adams VI Thomas Jefferson Outline of Current Lecture II Famous political figures and their PR agents A Amos Kendall for President Jackson B Teddy Roosevelt C George Creel for Woodrow Wilson D Louis M Howe for FDR E Carl Byoir for FDR F Arthur Page for Harry Truman a Page Principles of PR Management G The Growth of the profession part 2 a Muckracking journalism b Modern PR c Ivy Lee First PR Counselor d Edward Bernays Father of Modern PR e The First PR Firm Westinghouse f 4 Key Models of PR g Feminization of PR Current Lecture Amos Kendall President Jackson s Thinking Machine A member of Andrew Jackson s kitchen cabinet o Kendall as modern day PR person filter between Jackson and the public Jackson was portrayed as a rugged frontiersman who worked for the people These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Jackson s word choice and way of speaking was often uncouth and so he dictated his ideas to Kendall who made them more acceptable Teddy Roosevelt Changed government through PR o Often used informal chats with reports to anonymously get his ideas into the press o Always issues press releases on Sunday in order to capture Monday morning headlines o Understanding the importance of press and positive relationships with the press o He created the first White House press office o Teddy and the bear Roosevelt can t shoot his own bear on hunting trip and choses not to kill a bear tied up by someone else but his good relations with the press allowed the press to create cartoon in a positive manner Teddy as a caring humane man TEDDYBEAR Woodrow Wilson and George Creel Woodrow Wilson established the Committee on Public Information in 1917 George Creel served on it Committee was charged with changing anti war attitudes The Creel Committee o Mailed out 5000 news releases 20 000 columns of newsprint a week sponsored 75 000 speakers in small towns of America published daily with a circulation of 118 000 established a foreign language division that monitored foreign language newspapers and translated foreign documents developed exhibits that traveled the country o made the public become much more supportive of the war through these efforts Creel and his committee regulated the press to control war coverage He asked that newspapers seek approval before printing news that he categorized as dangerous Wilson also hired Creel to sell war bonds enlist soldiers and raise millions of dollars for welfare through the Red Cross resulting in fundraising becoming a successful element of PR After the war an optimistic belief in the power of mass communication emerged Franklin D Roosevelt and Louis M Howe FDR Used radio speeches to convey warmth personality and nonpartisanship Introduced and continued fireside chats on advice of pollsters Louis M Howe his PR advisor controlled FDR s images Franklin D Roosevelt and Carl Byoir Important figure in the campaign to fight infantile paralysis put forth by Roosevelt o Byoir designed fundraising events to make news o Used Roosevelt s birthdate as a night to have FDR Birthday Balls and raise money awareness about infantile paralysis o Byoir personally called every newspaper publisher in US and asked to nominate a local FDR Birthday Ball chairman January 30 1934 first of many successful birthday balls dance so that a child may walk became the slogan the event raised one million dollars Harry Truman and Arthur Page Arthur Page VP of Marketing at AT T wrote Truman s announcement to the world of the dropping of the atomic bomb on Japan o The announcement was originally tasked to William Laurence o NY Times but he struggled at properly capturing a Presidential voice Arthur Page The Page Principles of PR Management Tell the truth o provide an accurate picture of company s character and ideals Prove it with action o public perception determined by what you do not say Listen to the customer o stay on top of public wants needs keep top decisionmakers employees informed about public reaction to company products policies Manage for tomorrow o anticipate public reaction and eliminate practices that create difficulties generate goodwill Conduct PR as if the whole company depends on it o corporate relations is a management function no corporate strategy should be implemented without first considering public impact Realize a company s true character is expressed by its people o every employee active or retired is involved with PR Remain calm patient and good humored o cool heads communicate best during a crisis Jim Hagerty Advisor to Dwight Eisenhower Jim Hagerty served as Press Secretary for the entirety of Eisenhower s time as President Instrumental in Eisenhower s TV ads that depicted Eisenhower in a Q A session with normal citizens o Eisenhower s responses were actually taped separately Eisenhower won over Stevenson partly because he had much more money to spend on advertising PR The Growth of A Profession Part 2 The growth of newspapers and the age of muckraking journalists Muckrakers were named by Teddy Roosevelt after the character in the novel Pilgrim s Progress This type of journalism became very popular as it o Generated public response o Created follow up work as subjects of investigation often responded to the journalist claims The Age of Muckracking Journalists Ida Tarbell o This piece kicked off the era of muckracking journalism and using the press to expose wrongdoings o Revealed the unfair business practices of John D Rockefeller to squeeze out competitors o The articles put Rockefeller on the defensive and he called in the help of Ivy Lee Lincoln Steffens wrote a series titled The Shame of the Cities which documented corrupt government practices in US cities Ray Stannard Baker wrote about labor problems including child labor and the economic status of African Americans Upton Sinclair wrote The Jungle in 1906 o Conveyed plight of immigrant workers in Chicago s packing houses and documented unsanitary conditions within o Led to the passage of Pure Food and Drugs Act Modern PR Henry Ford o Positioning publicity always goes to those who do something first you want to be first getting your side out there control the narrative o Accessibility organizations must always be accessibly