P. 1
PR Management Lecture

PR Management Lecture


|Views: 428|Likes:
an explanation of pr management
an explanation of pr management

More info:

Published by: Hendra Manurung, S.IP, M.A on Nov 28, 2008
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less





The Growth of PR Management

A snapshot of the field today
Public relations is a 20th-century phenomenon, barely 100 years old. In the 21st century, the field is evolving and improving every day. Today, most new professionals possess superior intellect and experience.

How did we get here?
Major 20th century trends:
Growth of big institutions Heightened public awareness and media sophistication Societal change, conflict, and confrontation Growth of global media, public opinion, and democracy Dominance of the Internet

Yet, PR has ancient roots
Farm bulletins from 1800 B.C in Iraq Greek sophists and oratory skills Roman persuasive techniques in war Pope Gregory XV and propaganda

A young democracy: Early American experience
PR’s Role in the Revolutionary War Boston Tea Party Federalist Papers The Bill of Rights

The First Amendment
“Congress shall make no law respecting the
establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press, or the rights of the people peaceably to assemble, and to petition the government for a redress of grievances.” Why was this constitutional amendment so central to the development of PR in America?

Later American Experience
Press agentry takes hold in the 1830s with Amos Kendall, the first presidential press secretary, serving under Andrew Jackson. Kendall: wrote speeches wrote news releases conducted public opinion polls produced an administration newsletter

Later American Experience
Circus master P.T. Barnum gains notoriety with written and verbal PR techniques. Barnum staged bizarre media events and generated coverage of circus performers. Love him or hate him, Barnum pioneered publicity techniques that are still used today.


Emergence of the robber barons
As people flocked to cities, big business dominated industry. William Vanderbilt, J.P. Morgan, and John D. Rockefeller controlled the fortunes of thousands. “The public be damned!” attitude ruled. Seeds of discontent were sown far and wide.

Enter the Muckrakers
Upton Sinclair attacks the meat packing industry with “The Jungle” Ida Tarbell writes “History of the Standard Oil Company” “McClure’s” magazine strikes out at industry

Now it’s your turn……
What is the connection between the robber barons, the muckrakers, and the rise of public relations in the late 19th century?


The father of modern public relations
Ivy Ledbetter Lee entered PR work in 1903. Lee: based his work on honesty and candor “The public be informed” emphasized news value over ads or publicity stunts believed companies must strive to earn public confidence

The Growth of Modern Public Relations

Public relations goes to work in government
WWI: President Wilson creates the Creel Committee to mobilize public opinion in WWI WWII: The Office of War Information spreads the U.S. cause around the world


The counseling era
Edward Bernays enters the field in 1913 and becomes the first true “public relations scholar.” Bernays: taught the first PR course at NYU wrote the first seminal works in public relations, including “Crystallzing Public Opinion” Helped pave the way for women in PR with wife Doris Fleischman

As 20th century rolled on, big business came back into style. Smart companies such as General Electric, General Motors and AT&T learned that it takes both words and actions to earn a good reputation. PR legend Arthur W. Page became AT&T’s first public relations vice president in 1927.

A question for you:
What were Arthur Page’s five principles for successful corporate public relations? How well do they apply to today’s business world?


Public relations comes of age
Growth of large institutions Heightened public awareness, media sophistication Societal change, conflict, and confrontations Growing power of global media, public opinion and democracy Dominance of the Internet

Public Relations Education
200 Communication and Journalism programs offer concentrated studies in public relations: Up from 12 schools in l951. The Public Relations Society of America, organized in l947, boasts 20,000 members in 117 chapters nationally. The Public Relations Student Society of America, formed in l968, has 6,500 student members at 220 colleges and universities.

Now it’s your turn……
Revisit the PR greats of the 20th century online in your company at company website


You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->