PEOPLE Edward Bernays A public relations pioneer who was responsible for the 1929 Torches of Liberty contingent designed to encourage smoking among women in the annual New York Easter Parade Also began stressing two way communication that is public relations practitioners talking to people and in return listening to them when they talked back Ivy Lee The Foreign Agents Registration Act of 1938 which required anyone who engages in political activities in the United States on behalf of a foreign power to register as an agent of a foreign power with the Justice Department was a result of this public relations pioneer s contacts with Nazi Germany He is also credited with changing his industry from one primarily interested in publicity to one more interested in providing information P T Barnum A sucker is born every minute was the public relations philosophy of this legendary PR practitioner President Franklin D Roosevelt made impressive use of the radio as a public relations tool to sell his New Deal directly to the people James Carey The communication scholar credited with developing the cultural definition of communication is Thomas Edison The first motion picture studio was built in New Jersey by him Volney B Palmer Advertising copywriter who recognized in 1841 that there were merchants who needed to reach consumers other than their local newspaper readership He contacted several Philly newspapers agreed to broker the sale of space between them interested advertisers thus inventing the advertising agency Amos Kendall The first U S presidential press secretary Anne Williams Wheaton During the 1950s and 1960s women began to assume prominent roles in public relations She was President Dwight Eisenhower s associate press secretary and was among the most notable William McKinley In 1896 he and another presidential contender William Jennings Bryan both established campaign headquarters in Chicago where they issued news releases position papers and pamphlets Georige Creel President Woodrow Wilson appointed him to head the Committee on Public Information to build public support for U S participation in World War I F Wayland Ayer The first FULL SERVICE ad agency was begun in 1869 by him VOCABULARY Viral marketing The PR strategy that relies on targeting specific Internet users with a given communication and relying on them to spread the word Pseudo event An event staged to attract public attention Greenwashing the PR activity of countering criticism directed at clients by environmental groups The Publicity Bureau The first publicity It was established in 1906 to help the railroad industry challenge legislation it opposed Lobbying When PR professionals directly interact with elected officials or government regulators and agents they are engaging in this Blinks one second commercials in between songs on the radio Siquis pinup want ads for all sorts of products and services Shopbills In the 15th century European tradespeople promoted themselves with attractive artful business cards parity products When most brands in a given product category are essentially the same The Lobbying Act 1946 requires those who deal with federal employees on behalf of private clients disclose relationships Satellite delivered media tour is the PR practice of offering clients spokespeople for interview by a worldwide audience via videoconferencing The history of public relations is divided into four stages early public relations the propaganda publicity stage early two way communication and advanced two way communication which is what modern era of public relations is characterized by Integrated marketing communications When a PR firm actively combines public relations marketing advertising and promotion into a more or less seamless communication campaign that is as at home on the Web as it is on the television screen and magazine page Acquisitions editor at a publishing house they are in charge of determining which books that house will publish National Advertising Review Board the ad industry established this Reacting to increasing public criticism and FTC scrutiny in the 1970s to monitor potentially deceptive advertising still the industry s most important self regulatory body Financial public relations The public relations activity that involves enhancement of communication between investor owned companies and their shareholders the financial community for example banks annuity groups and investment firms and the public Public Domain once the copyright on a piece of expression expires is not renewed the material passes into this meaning it can be used w o permission TYPES OF ADVERTISING Trade and professional advertising typically found in trade and professional publications ads aimed at retailers promote product issues of importance to retailer Retail advertising we see everyday typically local reaching consumers where they live shop ex Sears and Macy s promotional retail advertising typically placed by retailers promotional advertising focuses on special event held by a retailer ex Midnight Madness Black Friday Industrial advertising advertising of products and services directed toward a particular industry is usually found in industry trade publications ex Broadcasting and Cable primary trade magazine for TV industry National consumer advertising constitutes the majority of what we see in popular magazines and on TV usually product advertising commissioned by manufacturer ex McDonalds Honda Cheerios contextual advertising In cyberadvertising are ads that automatically intrude into users Web sessions whether wanted or not Direct marketing advertising product or service aimed at likely buyers rather than at all consumers reached through direct mail catalogues telemarketing Public service advertising advertising that does not sell commercial products or services but promotes organizations and themes of importance to the public ex MADD United Negro College Fund ACTS THEORIES AND FACTS Foreign Agents Registration Act of 1938 required anyone who engages in political activities in the United States on behalf of a foreign power to register as an agent of a foreign power with the Justice Department was a result of public relations pioneer Ivy Lee s contacts with Nazi Germany Reinforcement theory The idea that mass communication ordinarily does not serve as a necessary sufficient cause of audience effects but rather functions among and through a nexus of mediating factors and influences is the basis of Joseph
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