Presented by: Michael Tullier, APR 2009 Accreditation in Public Relations (APR) Workshop Public Relations Society of America-Alabama Chapter October 7, 2009 Learn more at www.praccreditation.org

1. Public Relations History: Getting where you want to go by knowing where you’ve been! 2009 Accreditation Workshop PRSA-Alabama Michael Tullier, APR October 7, 2009

2. First, you’ve got to know where you’ve been…..

3. Six Major PR Eras Seedbed Era (1900-1917) World War I (1917-1919) The Booming 20s (1919-1929) The FDR Era (1930-1945) Post War (1945-1965) Global Information Society (1965-today)

4. Pre-Seedbed Era (1865-1900) characterized by Rapid industrial growth Monopolies “Public be damned” attitude Protect company at all cost Guard release of information Pit management against employees

5. Amos Kendall US Postmaster General under Jackson and Van Buren Key member of Jackson’s Kitchen Cabinet Excelled at creating events to mold opinion Known as pollster, counselor, ghostwriter and publicist Considered by some first presidential press secretary Amos Kendall 1789-1869

6. Theodore N. Vail Pioneered corporate public relations with A&T Understood the necessity for improving relationships between corporations and public Theodore N. Vail 1845-1920

7. George Westinghouse Created first corporate PR department George Westinghouse 1846-1914

8. Seedbed Era (1900-1917) Bernays Period: Public be informed. Muckraking, social reform, unions PR Trend: Defensive publicity. Journalists hired as interpreters to get the news out. Key PR Figures Ivy Lee Jr.: full disclosure, tell truth Pres. Theodore Roosevelt: bully pulpit

9. Ivy Ledbetter Lee “Founder of modern PR” “First public relations counsel” Created “Declaration of Principles” issued to journalists Supply news/ensure company’s work is open, accurate, transparent and prompt Among first to recognize publicity needs to be supported by good works Ivy Lee 1877-1934

10. Theodore Roosevelt First president to exploit news media as a new and powerful tool of presidential leadership Audio and film Theodore Roosevelt 1858-1919

11. Publicity Bureau US’s first publicity agency and forerunner of modern PR firm established in Boston in 1900 Used tools of fact-finding, publicity and personal contacts to saturate media with railroad propaganda Harvard College was its most prestigious client

12. World War I (1917-1919) Bernays Period: Public be informed. The war to end all wars. PR Trend: Organized promotion. Promote patriotism. Use interest groups. Key PR figure: George Creed: The Four Minutemen

13. George Creel Chairman of WWI Committee on Public Information Used publicity to mobilize public Started “Four Minutemen” spokespersons from key opinion leader groups Creel Committee secured media space to promote Liberty Bond investments George Creel 1876-1953

14. The Booming 20s (1919-1929) Bernays Period: Mutual understanding PR Trend: Promoting products. WWI publicity techniques used for social science. Key PR figures Edward Bernays: Crystallizing Public Opinion ‘23; Propaganda ’28 Arthur Page: Performance = Reputation

15. Edward Bernays “The father of public relations” Coined “public relations counsel” Wrote first PR book: Crystallizing Public Opinion Taught first PR course at New York University First to call himself PR professional Edward Bernays 1891-1995

16. Arthur Page AT&T VP of Public Relations, 1927-1946 First PR professional to serveas an officer/member of a corporate board Helped set standard for corporate PR ‘company’s performance would be determined by its public reputation’ Arthur Page 1883-1960

17. The FDR Era (1930-1945) Bernays Period: Social responsibility, mass publicity. Depression. WWII. PR Trend: Mass media. Key PR figures: Louis McHenry Howe: responsible performance; persuasive publicity Elmer Davis: Office of War Info. FDR: “Fireside Chats”

18. Louis McHenry Howe PR adviser to FDR until he died Helped FDR develop concept of “Fireside Chats” Recognized that mutually beneficial public relationships could be built by coupling responsible performance with persuasive publicity Howe, with FDR 1871-1936

19. Elmer Davis Director of WWII Office of War Information Pioneered widespread use of radio, Hollywood and media to publicize war effort Elmer Davis 1890-1958

20. Post War (1945-1965) Bernays Period: Professionalism. Post-war service economy, consumerism PR Trend: Credibility, associations form (PRSA), Code of Ethics written, College curricula develop, TV Key PR Figures: Rex Harlow: PRSA

21. Rex Harlow “Founder of public relations research” Probably first full-time PR educator Founded the American Counsel on Public Relations Through mergers of other organizations ultimately became PRSA in 1947

22. Global Information Society (1965-today) Bernays Period: Mutual adjustment PR Trend: Accommodation. Systems Theory. Management by Objective. Functional vs. Functionary Approach. Technology Key PR figure: Marshall McLuhan: Canadian educator, understanding media, “global village,” “the medium is the message.”

23. You’ve got to know where you’ve been…..

24. …to know where you’re going!

25. Where are you going? Questionnaire Computer-based Exam Short Bookshelf Panelists ReadinessReview Maintenance Portfolio Online Study Course Study Guide KSAs

26. Questions? Need More Info? Michael Tullier, APR334.844.1324 (work)mtullier@auburn.edu “APR Interest Group” www.praccreditation.org