PBRL 270 1st Edition Lecture 5Outline of Last Lecture I. Guest Speaker – Eric JacksonOutline of Current Lecture I. Public Relations History Historical Tactics PR Growth FactorsII. Early PioneersIII. Four Models of PRIV. Periods of PR Development Global Information AgeV. Salary DifferencesCurrent LectureI. Public Relations History- 1st “news release” – Rosetta Stone- 1st sports promotion – Ancient Olympics- 1st newsletter – Julius Caesar- Early major “PR campaign” – Jesus’ Disciples- Early corporate philanthropy – Renaissance art patronage- 1st American PR campaign – attracting settlers- 1st publicity stunt – Boston Tea Party Historical Tactics – they were as varied as they are todayo Brochures, pamphlets, books, etc…o Plays, music, arto 3rd party endorsementso Slogans and symbolso Media coverage and press monitoringo Publicity stunts and special eventso Speeches and public meetingso Audience segmentationo Pseudo-event (fake event) PR Growth Factorso Booming post WWII economyo Growing urban and suburban populationso More impersonalized societyThese 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.o Scientific advanceso Mass media revolutionsII. Early Pioneers- Samuel Insull (Chicago Edison Company) – customer relations, news releases, films, bill stuffers- Henry Ford – “farm” tours, car racing, positioning, employee relations- Teddy Roosevelt – news conferences and press interviews- George Creel – Persuasion and public opinion for war effort- Arthur Page (AT&T) – comprehensive corporate communication- Ivey Lee – first PR counselor; concept that businesses should align themselves with the public interest; dealing with the top management, PR as a management function; open communication with media (reporting the bad along with the good); humanizing business; opinion leadership Edward Bernays Father of modern PR in Crystallizing Public Opinon (1923) Information given to the public  Persuasion directed at the public to modify attitudes and actions Effort to integrate attitudes and actions of an institution with its public and attitudes of publics with that institution Doris Fleishmann – went to work for Bernays in 1919, married in 1922; had 50/50 partnership; she would form ideas and he would pitch them and form relations with clients because she thought it would sound better coming from a manIII. Four Models of PR-IV. Periods of PR Development- Seed bed era (1900-1917)- WWI (1917-1919)- Roaring 20’s (1919-1929) – robber baron; industrial revolution- WWII (1930-1945) – persuasion theory as social scene- Post War Era (1945-1965) – professionalism- Global Information Age (1965-present) Democracy and growth in power of public opinion Instantaneous communication Accountability of organizations Power of activists and interest groups  Ethics and professional standards  Issues managementV. Salary Differences- Based on survey data - Salaries paid to women are consistently lower than those paid to men (~28%)- Gap between the genders = $20,000- 56% of women earn less than $45,000- 27% of men earn less than $45,000- Smallest gap in 21-26 entry