Chapter2

Chapter 2

PR’s Origins and Evolution

This is PR 11th Edition
Newsom, Turk and Kruckeberg

Objectives
• To appreciate that public relations in some form has been a
part of societies throughout the history of humankind
• To recognize how public relations practice has influenced
how society has evolved throughout history
• To understand the critical importance of public relations in a
free and democratic society
• To develop a sensitivity about why public relations evolved,
not just in business, but also in government and in a wide
range of nongovernmental organizations
• To create a heightened awareness of how public relations
has matured as a professional occupation
• To understand how communications technology is changing
contemporary practice of public relations


Origin of PR Term
• Thomas Jefferson combined the words
“public” and “relations” in 1807
• Yale graduation speaker used the words in
1882
• Words appeared in print in 1897
• Edward Bernays called himself a “public
relations counsel” in 1921


Influence of Bernays
• First to call himself public relations counsel
• Wrote first PR book, “Crystallizing Public
Opinion”
• Taught first PR college course at NYU
• Specialized in mass psychology: how
opinions of large numbers of people can be
influenced effectively


PR’s Multiple “Founders”
• Bernays
• George Creel and the Committee on Public
Information
• Ivy Lee


PR’s Common Thread:
persuasion
• Monuments and art of ancient world
• Christian and Islamic religious writings
• Roman emperors
• Shakespeare’s historical plays


PR’s Uses Throughout History
• Promote wars
• Lobby for political causes
• Support political parties
• Promote religion
• Sell products
• Raise money
• Publicize events and people


PR Tactics Throughout History
• Use of rhetoric
• Use of symbols
• Use of mass media
• Use of technology
– Internet and intranets


Five Stages of PR in the USA

• Preliminary
– Development of channels of
communication
– Development of PR tactics such as
publicity, promotion, press agentry


(cont.)

• Communicating/initiating
– Publicists
– Press agents
– Promoters
– Propagandists


(cont.)

• Reacting/responding
– Writers as spokespeople
– PR on behalf of special interests


(cont.)

• Planning/preventing
– Maturing of public relations
– Incorporating of PR as management
function


(cont.)

• Professionalism
– Control over use and practice of public
relations on an international level
– Development of a Body of Knowledge,
code of ethics, PR education


PR Historical Highlights in
USA
• 1600 – 1799: colonization and American
Revolution
– Federalist papers (Alexander Hamilton,
James Madison, John Jay)
– Bill of Rights


PR Historical Highlights in USA
(cont.)
• 1800 – 1899: Civil War, Western Expansion,
Industrial Revolution
– Amos Kendall, first presidential press secretary
– PR used in political campaigns, elections
– Partisan press to promote antislavery views
– PR used to raise funds for war effort
– Creations of legends, heroes of movement to
US West


(cont.)
– PR/press agentry in entertainment: P.T.
Barnum, book publishing
– Use of PR by educational institutions
(Yale, Harvard)
– Steam power, linotype, technology
advanced PR tactics and techniques
– Shift from “public be damned” to
acknowledging obligation to society
– PR used in retailing, industry, service
industries

(cont.)
• 1900 – 1939: Progressive Era, Muckrakers,
WW I, Depression
– Ivy Lee’s “Declaration of Principles”
– Publicists become spokespersons for
organizations and corporations
– Businesses under fire from muckrakers,
government
– Media relations as PR specialty

(cont.)
– Development of publicity agencies and in-
house publicity bureaus
– First press bureau in federal government
– George Creel and the Committee on Public
Information
– Social science interest in public opinion and
opinion research
– Arthur W. Page Principles
– Wider use of PR by presidents

(cont.)
• 1940 – 1979: planning, preventing and
growth of PR as management function
– WW II turned PR into full-fledged
profession
– First full School of Public Relations
established at BU
– Booming post-War economy
strengthened role of PR in business


(cont.)
– Beginnings of corporate social
responsibility
– PR used in causes such as civil rights,
space program, peace movement
– Growth of consumer movement creates
niche for PR and highlights disconnect
between business and consumers
– New court and SEC rulings have impact
on financial, investor PR

(cont.)
• 1980 – Present: professionalism, global
communication
– Reagan presidency illustrates new, more
controlled uses of PR
– Large PR firms acquired by advertising
agencies
– Mergers occur among large PR and
advertising firms


(cont.)
– Development of “full-service” agencies
that offer both PR and advertising
– Development of “integrated
communication” or “integrated marketing
communications” puts greater emphasis
on strategic planning in PR
– Globalization of news turned PR global
as well


(cont.)
• Political, cultural developments around the world
open new markets, audiences to PR messages
• Technology completes the globalization of
communication and PR
• Global markets = global branding = global PR
strategies and tactics
• Communication technology, multiculturalism and
globalization continue as major influences


PR Outlook for the Future
• Employment of PR specialists expected to increase
faster than the average for all occupations through
2012
• New challenges balancing openness and positive
relationships with concerns about safety and
security
• Increasingly diverse nation
– Growth of minorities
– “ Baby Boomers”
– Natural disasters
• Increasing use of technology


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