MIDTERM I REVIEWLECTURE:DEFINITION OF PUBLIC RELATIONSA strategic communication process that builds mutually beneficial relationships between organizations and their publics on who its success or failure dependsPUBLIC RELATIONS HISTORYI. Revolutionary War (1760s+)a. Samuel AdamsSold idea of independence to colonistsUse of activist groups (Sons of Liberty)Use of Symbols (Flag, don't tread on me)Use of slogans (give me liberty, or give me death)Use of staged events (Boston teaparty, Boston massacre (5 deaths))The role timing (get story out to people 1st)The use of a sustained saturation campaign (the Federalist papers)Also note the use of multiple media (newspapers, pamphlets)II. Amos Kendall (1820s)a. Andrew Jackson’s Press Secretary/kitchen cabinet member; Jackson ran against Davy Crockettb. Populous movement during this timec. Literacy gaining footholdIII. Industrial Revolution (1870s, Seedbed Era)a. Rural to Urban movement; village life ends, pop. x2b. Agriculture  Industrial based economyc. Greater demand for informationd. Theodore Vail (American Telephone/Telegraph-ATT)Concerned about relationships with the publicUsed institutional advertising (PR advertising)Surveyed customers, tried to address their concernsIV. Late 1800s-1900s Transitiona. First Corporate PR Dept. @ Westinghouse, 1899Battle of Currents: West AC/Edison DCb. 1897: American Association of Railroads uses term “PR”c. 1900: 1st publicity firm, Boston w/ Harvard as 1st clientd. New Media: Cinema, 1910; Radio, 1920; TV, 1950V. Muckrakers, 1900s+a. Protest, reformb. Journalistic expose of government/big business corruptionc. Standard Oil co. & Rockefeller’s blowing up other oil co’sd. Ivy LeeDeclaration of principles emphasizes honesty and the public’s right to knowUsed handouts to keep media informed of progress of negotiations during coal miner strike1914 “Bloody Ludlow” & Rockefeller reputationHad donate money publicly via big checksA FATHER OF PRVI. World War Ie. George Creel and The Committee on Public Informationf. Public support for war/government involvement importantg. Fear of media & propagandah. Edward L. Bernaysa. Freud’s nephew; combined social science & PRb. First PR Course & book: Crystallizing Public Opinion, 1923c. Emphasized “public relations counselor”VII. WWIIi. Office of War Info, Elmer David headj. PR Training Ground (75-100k PIOs)k. Developed advertising as a PR tooll. Social Sciences = soldier studiesm. Expansion & growth post-warVIII. 1960s (social unrest, protest)n. Distrust of “establishment”o. Individualism, empowerment (civil rights, environment)p. PR respond & react tactics/attempt to generate goodwillq. Environmental monitoring keeps up with trendsIX. 1970s-Early 1900sr. Advertising-PR mergers, fractionalization of media channels, internalization of PRs. New technologies, digital communicationt. Public skepticism, consumerism, single-issue activismu. PR tactics: grassroots lobbying, special events, coalition buildingX. Recent Trendsv. Continued media fragmentationw. Integrated marketing communication (IMC) push, ROIx. Near-instant communication, tech growthy. Corporate Social Responsibility (CSR), single-issue activism, greater transparencyz. Emphasis on diversityaa. Terrorism/security related issuesTwo Driving Forces Behind PRPeople’s need to knowOrganizations’ need to adoptThree Broad PeriodsManipulative (pre-early 1900s)Informational (1910s-1980s)Social Responsibility (1980s-Present)-FOUR MODELS OF PUBLIC RELATIONS Characteristics1. Purpose2. Nature of Communication3. Communication Model4. Nature of Research5. Leading Historical Figure6. Where practiced7. Estimated % of companies currently practicingAdvocacy -----------> interest in consensus buildingLess sophisticated ---------> More sophisticatedModel 1: Press Agentry/Publicity1. Propaganda2. One-way, complete truth is not essential (telling)3. Source → Receiver4. Little; “counting house” (tickets sold, etc.)5. P.T. Barnum6. Sports, entertainment promotion, product promotion7. 15%Model 2: Public Information Model1. Dissemination of information2. One way; truth is important (telling)3. Source → Receiver4. Little; readership (more important) & readability research5. Ivy Lee (Rockefeller family work)6. Governments, non-profits,7. 50%Model 3: Two-Way Asymmetric Model (Marketing Application)1. Scientific Persuasion2. Two-way; monologue; imbalanced effects3. Source → Receiver (feedback)4. Formative (pre-campaign/benchmarking) and evaluative (post-campaign) of attitudes research5. Edward Bernays6. Competitive businesses & agencies7. 20%Model 4: Two-Way Symmetry Model1. Mutual Understanding (consensus building)2. Two-way (dialogue); balanced effects3. Group → ← Group4. Formative & evaluative of understanding5. Edward Bernays, educators & professional leaders6. Regulated businesses and agencies7. 15%*CSR: corporate social responsibilityExamples:FedEx news release on hybrid electric truckMcDonald's Eliminates Supersize (environmental monitoring); also in 1991 eliminate 80% of garbageDisney Loses Its Appetite for Happy Meal Tie-Ins-PUBLIC RELATIONS WORKING ENVIRONMENT Career Entry LevelEducationGeneral, Liberal ArtsSpecific Knowledge in Relevant AreaPreparationEntry-level Skills:Writing and Editing, digital communication skillsPreparing for managementPlanning (MBO) & Problem SolvingUse of Research MethodsInternships: experience is criticalOther: organizational involvement, leadership, media experienceSalary and DutiesEntry-LevelMedian salary for recent grads: $28,000 (highest in com fields)Skills orientation (writing)Experienced PractitionersNational Average $63,000 (Vary by area, title, geography)Top corporate and manufacturing salaries reach into six figuresWomen trail men in salaries, often by 20% or more; discrimination is at least part of the reason (not unique to PR)Selected Corporate PR/Communication Functions (PR Week Survey)Corporate PR FunctionsSpecial Events, 68%Employee Communication, 64%Community Relations, 60%Marketing, 35%, Product Advertising, 16%Selected Agency/PR Counselor FunctionsMarketing Communication (Often media relations and related work)Executive Training (Speeches, media interviews, etc).Research and Evaluation (measurement)Crisis communicationSpecial eventsLarge Versus Small Firms (Generalities)Large FirmsLarger clientsSmaller roleMore formal systemSmaller FirmsSmaller ClientsBigger Role (More Experience Sooner)Less Formal System (Easier to Shine)In-House PR