ADPR 3850 1nd Edition Lecture 4 Outline of Last Lecture I An Integrated Perspective Integrating Journalism Advertising Marketing II How PR is used to generate public opinion Outline of Current Lecture I Brief History of Public Relations II Past President s and Their Beginning to PR The Growth of a Profession A Brief History of Public Relations Ancient Beginnings The Rosetta Stone 196 BC it amounts as a press release of pharaoh s Ptolemy V accomplishments and translating it into many languages so that many countries would know how great he was Julius Caesar 60 BC He threw parades as part of a campaign to fulfill political ambitions He publicized through his actions the kinds of things he had going on and wanted to achieve The Church 11th Century enlisting followers in the name of penance or forgiveness Giving someone something in return for membership Colonial America 16th 18th century PR was a big tool in promoting and establish settlement in the United States The settlers wrote about what they were encountering and were sending back accounts of their experiences to Great Britain 9 PR was big in the struggle for independence Sam Adams He recognized the power of the pen and used writing as a means of communicating about the importance of independence and unity and about the injustice of the colonies He also recognized the power of special events and symbols He was behind the Boston Tea Party and understood the emotions such an event might arouse It was a huge protest symbol It was more effective than writing it in the newspapers how fed up they were known as the best publicity stunt of all time He used slogans no taxation without representation And he used press releases and new leaks He wrote an account of the Boston Tea Party before the event occurred in order to frame the event and be the first on the scene He was generating positivity by giving the story to a newspaper before it occurred Paul Revere was able to deliver the account to newspapers as soon as it happened and the people got news of battles through these press leaks He used journalists as an advantage Sam Adam s objectives were to justify the cause for independence promote advantages and get people passionate about the cause The goal was to arouse the masses like how we bark at a 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 UGA football game because we know we re within a group that is thinking and feeling the same way neutralize opponents and phrase issues clearly and reach the widest possible audience At this time it was a public and not publics 1800s and the age of the press agent The age of hype Davy Crocket recognized when he did something positive he gathered a following and he used that self promotion to become a politician Buffalo Bill Annie Oakley they had to publicize themselves and spread these tall tales to generate a following PT Barnum Was a circus promoter and would use tickets and giveaways to ensure event success and he would promise to do good things to sell out the first show Was the master of pseudo event PR was pivotal in the early growth of America and the settling of the American West The railroad company needed people to live in areas where the railroad traveled They needed towns to pop up in the west so that people would actually have a need for the railroad They used discounts brochures and promotions to entice people to move All the President s Men Thomas Jefferson He encouraged others to write he knew the power of the pen as well John Beckley was his writer his eyes and ears for public opinion Jefferson hardly ever wrote his own articles for the press However he urged others to do so including Beckley to publicly counter and attack the federalists in the press He urged Madison to write against Alexander Hamilton PR was used in both sides of this attack as those he encouraged to write against also wrote against him and claimed that Jefferson was not a good role model Andrew Jackson Amos Kendall 9 Andrew Jackson used Kendall to speak for him His word choice and speaking was often unclear so he spoke his ideas to Kendall who made them more palatable He was the President s thinking and writing machine Although they didn t know it they were practicing PR in this sense Teddy Roosevelt Was known for really changing the government by his means of Public Relations Was the first to use it willingly He often used informal chats with reporters to anonymously get his ideas into the press He used press releases on Sunday in order to capture Monday morning headlines He really understood the importance of press and the importance of positive relationships within the press and he created the first White House press office He understood public reaction and it was because of his good relationship with the press he was able to spin a story around for it to look better on his behalf hence the name Teddy bear Woodrow Wilson George Creel WW established the Committee on Public Information in 1917 where George Creel served They wanted to change the public s mind on the war with this committee became known as Creel Committee George Creel was able to control the message that was published due to his powerful position under Woodrow Wilson He was credited for beginning the fundraising aspect of PR What the Creel Committee Did mailed out 6 000 news releases sponsored 75 000 speakers in small towns of America established a foreign language division that monitored foreign language newspapers and documents generated columns within newspapers etc This committee regulated the press to control war coverage They asked that newspapers seek approval before printing dangerous news Creel also sold war bonds enlisted soldiers and became a fundraising machine for Red Cross This all contributed to an optimistic belief about the war FDR Louis Howe Carl Byoir Roosevelt used radio speeches to convey his warmth personality and nonpartisanship He created the positive opinion about himself through his interactions He introduced and continued fireside chats on advice of pollsters His PR advisor Louis Howe controlled his image They used the power of slogans Dance so that a child may walk Byoir was an important figure in the campaign to fight infantile paralysis put forth by Roosevelt 9 He designed fundraiser events to create news 9 used FDR s birthday to create awareness 9 called every newspaper publisher in the U S and asked him