Chapter Two: The Growth of Public Relations

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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.

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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

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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

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A young democracy:Early American experience

PR’s Role in the Revolutionary War

Boston Tea Party

Federalist Papers

The Bill of Rights

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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?

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Later American ExperiencePress 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

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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.

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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.

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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

Enter the Muckrakers

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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?

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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

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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

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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

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Corporations 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.

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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?

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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

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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.

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Now it’s your turn……Revisit the PR greats of the 20th century online in the Museum of Public Relations at:

www.prmuseum.com