ADPR 3850 1nd Edition Lecture 4 Outline of Last Lecture I. An Integrated Perspective: Integrating Journalism/Advertising/MarketingII. How PR is used to generate public opinion Outline of Current Lecture I. Brief History of Public RelationsII. Past President’s and Their Beginning to PRThe Growth of a ProfessionA 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 oftheir experiences to Great Britain.9PR 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 theevent 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, andpromotions to entice people to move. All the President’s MenThomas 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 Kendall9 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 useit 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. Theywanted 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 fundraisingmachine 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 thepositive 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