What is Public Relations?- Definitions- Why we have trouble defining public relations-In its formal sense, public relations is only about 100 years old and is still defining itself. -Sometimes when we say public relations, we really mean one of its functional parts. - Communication between management and the public (middle man) Functional Parts of Public Relations - Press Agentry- somebodies job to get their client in the press (major users are sports figures & politicians) * P.T. Barnum- Publicity- “information” hopes that the media will share for free - Institutional Advertising- “selling” a class of products. EX: Got Milk? Campaign. The Campaign not telling you to buy a specific brand- Public Affairs- do a lot of community relations - Issues Management- started in late 70’s. They look in future to predict what will happen & to manage what it might cause. - Lobbying- to pass or defeat legislation - Investor Relations- big $, job is to take complicated investing & turn into plain English so people can understand. Government requires it so people can understand. - Development- “Fundraising” is another word for it. Spend your time asking people for money. Quantifying Public Relations - X+YZ- X= what an organization or individual does- Y=how public interprets it- Z= the public opinion that is formed - most important is Y “perception is reality”Trends Affecting PR- Growth of big institutions- growth of big institutions came with a lot of problems b/c they treated workers horrible - 60-65% of all jobs are related to some sort of communication today- Heightened public awareness and media sophistication- cable, smartphones, internet - Increasing incidence of societal change, conflict and confrontation- Globalization and the growing power of global media, public opinion, & capitalism - Dominance of the Internet and growth of social media- internet is running everything Ancient Examples of PR- Agricultural parchment on crops - oldest known document was found in a bottle between Euphrates & Tigris Rivers & told you how to build more crops. - Greek Sophists on political candidates and issues (early lobbyists) - Greek sophists were people who spoke in public places about politics & government issues & tried to persuade people to vote- Julius Caesar’s Commentaries on the Gallic Wars- Magna Carta 1215- forced him into signing document - Catholic College of Propaganda - group of priest who trained people to go out and talk about the Holy Roman church and persuaded people to joinRevolutionary War Era- Slogans to foster participation - ‘No taxation without representation’- Symbols - First to press- give your story first and then the others react- Staged public relations events- Boston Tea Party- Organizations for action - Publications - Thomas Paine “Common Sense”- Fundraising Post Revolution - “History’s Finest Public Relations Job” - The Federalist Papers. A selling job to convince people to vote for new constitution - Creation of Events - When Andrew Jackson hired Amos Kendall to be press secretary. He hiredhim to do a bunch of special events to help him look better.- Press Agentry - Modern Political Campaigning - Williams Jennings went out and started campaigning - First Corporate Public Relations Department- founded by George Westinghouse Early 1990s- events happened that caused PR to really happen - The Muckrakers- journalist who write about the bad things that were going on in big businesses - First Public Relations Firm- the Publicity Bureau, founded in Boston and specialized in general press agentry - Public Relations Journal founded - Rex Harlow - AT & T- Theodore Vail- President of AT&T, “We have responsibility to our customers”Early 1990s- Ivy Lee- journalist - Rockefeller hired Lee to be his spokesperson- Lee turned the perception of the peoples thoughts about Rockefeller afterthe strikes - 1906 Pennsylvania Railroad Strike- 1914 Colorado Fuel and Iron Strike- Declaration of Principles - First to use hand outs (Fact sheets) - Father of modern public relations World War I - President Wilson realized that he had to sell the Americans- George Creel- Committee on Public Informationo Headed by George Creel, his job was to create news releases - “Four minute” meno people who lived in towns who received these telegrams would tell the American public the newsThe 1920’s - Arthur Page: AT & T - Corporate Vice President of PR - Arthur Page in society was very prestigious - Alice Beeman: first women to head an association- CASE - council for the advancement in support in education- no women had done this before 1920s- Edward L. Barnays- Sigmund Freud’s nephew - wrote the first textbook: Crystallizing Public Opinion - taught the first public relations course (@ NYU) - coined the term “public relations counsel”o “if you were going to use that term then you had to have a license.”o Accrediadation is the closest thing to lisencing. APR- Married to his partner Doris Fleischman - PR counsel but always lived in his shadows Roosevelt Era- Gallup and Roper polls founded - job was to do public opinion research - Joseph V. Baker- first minority firm. African American- Leone Baxter: first women to head a public relations firm - Elmer Davis: Office of War Information - job was to simulate the information about all the positive success we were having in the war and raise money with war bonds- FPRA founded in 1938 - founded in Florida - Use of paid advertising for public relations in the war effort Post World War II Era - PRSA founded: 1947 - largest PR association - Virgil Rankin: first PRSA president - Growth in public relations education - USIA founded - America’s public relations arm the business to promote democracy around the world thru radio ** Does not exist anymore because of Bill Clinton The Information Age- Sputnik: 1957- brought us in the age of information - John Naisbitt: Megatrends- data double every 20 months - less than 2 years we have twice as much information than 2 years ago- Semi-conductor chips, fiber optics- The Internet and World Wide WebAttitudes -attitude: a pre disposition to respond to a given issue in a given way- attitudes are things that you have learned-hereditary or environmental -hereditary factors might play a bigger role found in recent research- change attitudes and then change behaviors - Forming attitudes - Changing attitudes Theories for Public Relations- Bem’s Self- Perception theory- we infer our
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