ch02b lattimore

7/17/2019 Ch02b Lattimore

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Part OnePart One

Public RelationsThe ProfessionPublic RelationsThe Profession

Chapter 2Chapter 2

A Brief Histor of Public Relations! Part 2A Brief Histor of Public Relations! Part 2

"esson 2B"esson 2B

Introduction to Public RelationsIntroduction to Public Relations

2004 The McGraw-Hill Companies, Inc. All rights reserve.


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Introduction to Public Relations History

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An Assi#n$ent Re$inderAn Assi#n$ent Re$inder

Before %ie&in# this lecture! please read theBefore %ie&in# this lecture! please read the

follo&in# $aterial'follo&in# $aterial'

Public Relations: The Profession and thePublic Relations: The Profession and the

Practice,Practice, Chapter 2'Chapter 2' The History of PublicThe History of Public

RelationsRelations


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A Conceptual Sche$a for Studin# Public RelationsA Conceptual Sche$a for Studin# Public Relations

Research

Strate#ic

Plannin#

(%aluation

Action and

Co$$unication

)edia

Relations

($ploee

Relations

Co$$unitRelations

Consu$er

Relations

The ProfessionThe Profession

*ntroduction

Theor

"a& and (thics

Histor

Part 1Part 1The ProcessThe Process

Part 2Part 2The PublicsThe Publics

Part 3Part 3The PracticeThe Practice

Part +Part +

Chapter 2

falls here.

Slide 3 of 35

Public

Affairs and

,o%ern$ent

-ot.for.

Profit

Corporate

/inancial

($er#in#

Trends


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0e &ill loo at the histor of Public Relations0e &ill loo at the histor of Public Relations

after the industrial re%olution and the chan#esafter the industrial re%olution and the chan#esthat ha%e occurred in the fieldthat ha%e occurred in the field

*n Part OneChapter 2! Our*n Part OneChapter 2! Our

/ocus is the Histor of PR/ocus is the Histor of PR


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Slide 5 of 35

Toda4s "earnin# Obecti%es areToda4s "earnin# Obecti%es are

1 6isco%er ho& t&o $aor forces influenced the1 6isco%er ho& t&o $aor forces influenced the

de%elop$ent of public relations in the 7nited Statesde%elop$ent of public relations in the 7nited Statesdurin# the 1839sdurin# the 1839s

2 Trace ho& PR beca$e a respected and sophisticated2 Trace ho& PR beca$e a respected and sophisticatedprofession durin# the post.00** eraprofession durin# the post.00** era

3 Co$prehend ho& public relations is currentl3 Co$prehend ho& public relations is currentlchan#in# at the start of the 21chan#in# at the start of the 21ststcenturcentur


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The (nd of Corporate A$erica4s (ra ofThe (nd of Corporate A$erica4s (ra of

SuccessSuccess

; The ,reat 6epression =1828.1838> &itnessed thousandsThe ,reat 6epression =1828.1838> &itnessed thousandsof banruptcies and the %anishin# of #reat &ealthof banruptcies and the %anishin# of #reat &ealth

; Business &as %ie&ed as a failedBusiness &as %ie&ed as a failedinstitution! unable to sustaininstitution! unable to sustain

prosperitprosperit

; Corporate public relationsCorporate public relationsbeca$e less ne#ati%e andbeca$e less ne#ati%e and$ore of a positi%e and$ore of a positi%e and

continuous pro#ra$ to rebuildcontinuous pro#ra$ to rebuild

confidenceconfidence After the 0all Street crash of 1828! the 6o&?ones did not reco%er its lost stoc points until

the $id.1859s
http://finance.yahoo.com/


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The 6epression Brou#ht Co$passionThe 6epression Brou#ht Co$passion

; Public relations people be#an toPublic relations people be#an toe$phasie a ne& approach to theire$phasie a ne& approach to their

publicsone of seein# $utualpublicsone of seein# $utualinfluence throu#h understandin#influence throu#h understandin#

=Sta#e 3>=Sta#e 3>

; The sou#ht to understand theThe sou#ht to understand thedesperate needs of their publicsdesperate needs of their publics

; The facilitated acts ofThe facilitated acts ofco$passion on the part of theirco$passion on the part of their

clientsclients

0orers looin# for &or in the

,reat 6epression Clic thei$a#e to see &hat life &as lie

in the 1839sPhoto 2991 Britannicaco$ *nc
http://www.britannica.com/eb/article?eu=38610&tocid=0


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The Presti#e of the PopulaceThe Presti#e of the Populace

*ncreased*ncreased

; The flo& of capital and production e%aporated after the $aretThe flo& of capital and production e%aporated after the $aretcrash of 1828crash of 1828

; The need for an infor$ed public beca$e $ore %ital as #o%ern$ent!The need for an infor$ed public beca$e $ore %ital as #o%ern$ent!business and labor co$peted for public support for the use of li$itedbusiness and labor co$peted for public support for the use of li$itedresourcesresources

; Persuasion and publicit could be effecti%e onl &hen thePersuasion and publicit could be effecti%e onl &hen the

&ere coupled &ith responsible perfor$ance&ere coupled &ith responsible perfor$ance

; The practitioner &as called upon to help or#aniations pursueThe practitioner &as called upon to help or#aniations pursueresponsible perfor$ance to increase public respectresponsible perfor$ance to increase public respect

War gave PR a permanent place in government


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Slide 19 of 35

)ilitar Adopted Public Relations)ilitar Adopted Public Relations

in 0orld 0ar ** =1838.18+5>in 0orld 0ar ** =1838.18+5>

; The deterioratin# $ilitar and political situation inThe deterioratin# $ilitar and political situation in(urope caused the $ilitar to increase its practice of(urope caused the $ilitar to increase its practice of

public relations in the 1839spublic relations in the 1839s

; (ach branch of the ser%ice built its o&n public relations(ach branch of the ser%ice built its o&n public relationsapparatus to pro$ote its particular for$ of &arfareapparatus to pro$ote its particular for$ of &arfare

; The Ar$s PR efforts e$ploed 3!999 $ilitar and ci%ilianThe Ar$s PR efforts e$ploed 3!999 $ilitar and ci%ilianpersonnelpersonnel

How Hitler captured public relations


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Hitlers Nazi Party Became

asters of Public Relations

The !reatest application of publicThe !reatest application of public

relations techni"ues in the #$%&s occurredrelations techni"ues in the #$%&s occurred

in 'ermany.in 'ermany.

The Nazi propa!anda machine underThe Nazi propa!anda machine under

(oseph 'oebbels )iciously used press(oseph 'oebbels )iciously used press

a!entry.a!entry.

The Nazis demonstrated both the dan!ers and

the effecti)eness of propa!anda.

Clic here to read

about the A$erican.born ADis Sall She

$ade propa#anda

broadcasts for Radio

Berlin in

Hitlers

,er$an

Clic here to read

about the A$erican.

born ADis Sall She

$ade propa#anda

broadcasts for Radio

Berlin in

Hitlers

,er$an

Slide 11 of 35
http://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.html


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7S Office of 0ar *nfor$ation7S Office of 0ar *nfor$ation

)obilied a -ation)obilied a -ation

; *n ?une 18+2! &ith A$erica full en#a#ed in the*n ?une 18+2! &ith A$erica full en#a#ed in the&ar! the Office of 0ar *nfor$ation =O0*> &as&ar! the Office of 0ar *nfor$ation =O0*> &as

established under (l$er 6a%isestablished under (l$er 6a%is

; A $assi%e public relations effort &as $ounted toA $assi%e public relations effort &as $ounted torall the ho$e frontrall the ho$e front


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O0* 6e%eloped a Broad PR Ca$pai#nO0* 6e%eloped a Broad PR Ca$pai#n

; The #oal of the Office of 0ar *nfor$ation &asThe #oal of the Office of 0ar *nfor$ation &asto i$ple$ent $assi%e $obiliation strate#ies'to i$ple$ent $assi%e $obiliation strate#ies'

; sellin# &ar bondssellin# &ar bonds; rationin# food! clothin#! and #asolinerationin# food! clothin#! and #asoline; plantin# %ictor #ardensplantin# %ictor #ardens

;recruitin# $ilitar personnelrecruitin# $ilitar personnel

; pro$otin# factor producti%it and efficiencpro$otin# factor producti%it and efficienc

Read these posters through

the eyes of a soldier!s wife


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*$a#es that )obilied a -ation at 0ar*$a#es that )obilied a -ation at 0ar

These posters &ere printed for the Office of 0ar *nfor$ation and retrie%ed fro$ the

-ational Archi%es and Records Ad$inistration &eb site at http'EE&&&archi%es#o%

Slide 1+ of 35

i i i i
http://www.archives.gov/http://www.archives.gov/http://www.archives.gov/http://www.archives.gov/


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*nfluD of PR Practitioners after 00***nfluD of PR Practitioners after 00**

Clic on the picture to hear about PR after 00**Clic on the picture to hear about PR after 00**

I d i P bli R l i Hi
http://video/HISTORY.mov


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The "e#ac of the O0*The "e#ac of the O0*

Re$ains TodaRe$ains Toda

; Se%eral i$portant co$$unication a#encies that are still acti%eSe%eral i$portant co$$unication a#encies that are still acti%etoda trace their be#innin#s to O0*'toda trace their be#innin#s to O0*'

; 7nited States *nfor$ation A#enc =7S*A>7nited States *nfor$ation A#enc =7S*A>; The Foice of A$erica radio net&orThe Foice of A$erica radio net&or

; The first broadcast =18+2> of the FOA &as in ,er$an! intendedThe first broadcast =18+2> of the FOA &as in ,er$an! intendedto counter -ai propa#anda B 18+5 the FOA &asto counter -ai propa#anda B 18+5 the FOA &as

broadcastin# in +9 lan#ua#es &eelbroadcastin# in +9 lan#ua#es &eel

; The Ad%ertisin# CouncilThe Ad%ertisin# Council

"n war the foundation was laid for sophistication of"n war the foundation was laid for sophistication ofpublic relations in business#public relations in business#

I t d ti t P bli R l ti Hi


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Slide 1< of 35

Post 0orld 0ar ** (ra Sa&Post 0orld 0ar ** (ra Sa&

*ncreased Sophistication*ncreased Sophistication

; The post &ar era &itnessed tre$endous #ro&th of publicThe post &ar era &itnessed tre$endous #ro&th of publicrelations as a sophisticated professionrelations as a sophisticated profession

; Practitioners such as (arl -e&so$ &ith Standard Oil =18+5> &erePractitioners such as (arl -e&so$ &ith Standard Oil =18+5> &ereincreasin#l in%ited to participate in polic decision $ain#increasin#l in%ited to participate in polic decision $ain#

; 6urin# this period! ne& e$phasis &as placed on public relations6urin# this period! ne& e$phasis &as placed on public relationsfunctions =other than $aretin#> and on $ore sophisticated PR toolsfunctions =other than $aretin#> and on $ore sophisticated PR tools

=e#! audience analsis>=e#! audience analsis>

; Carl Boir used public relations techniGues to raise $one nationallCarl Boir used public relations techniGues to raise $one nationallto help polio %icti$s and to find a cure for the cripplin# diseaseto help polio %icti$s and to find a cure for the cripplin# disease

$ place in the university

I t d ti t P bli R l ti Hi t


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6e%elop$ent in (ducation and (thics for6e%elop$ent in (ducation and (thics for

Public RelationsPublic Relations

; Boston 7ni%ersit established the first school ofBoston 7ni%ersit established the first school ofpublic relations =18+public relations =18+

; T&o ears later! one hundred colle#es andT&o ears later! one hundred colle#es anduni%ersities offered classes in the subectuni%ersities offered classes in the subect

; *n 185+! the Public Relations Societ of A$erica*n 185+! the Public Relations Societ of A$erica=PRSA> de%eloped the first code of ethics for the=PRSA> de%eloped the first code of ethics for the

professionprofession; The societ set up a #rie%ance board for codeThe societ set up a #rie%ance board for codeenforce$ent in 18:2 and a pro#ra$ of %oluntarenforce$ent in 18:2 and a pro#ra$ of %oluntaraccreditation in 18:+accreditation in 18:+

I t d ti t P bli R l ti Hi t


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)oss endriD Chan#ed Perceptions)oss endriD Chan#ed Perceptions

about African.A$ericansabout African.A$ericans

; )oss endriD =181 &as a public)oss endriD =181 &as a publicrelations pioneer in transfor$in# racialrelations pioneer in transfor$in# racial

stereotpin#stereotpin#

; endriD used ad%ertisin# to influenceendriD used ad%ertisin# to influenceho& A$ericans %ie&ed blac citiensho& A$ericans %ie&ed blac citiens

; A$erican icons such as Carnation! theA$erican icons such as Carnation! the/ord )otor Co$pan! and the Coca.Cola!/ord )otor Co$pan! and the Coca.Cola!

e$ploed endriD to create ca$pai#nse$ploed endriD to create ca$pai#nsthat tar#eted the blac co$$unitthat tar#eted the blac co$$unit

Clic on the i$a#e to read aboutClic on the i$a#e to read about

endriD4s a$ain# le#ac PhotoendriD4s a$ain# le#ac Photo

fro$ &&&pr$useu$co$fro$ &&&pr$useu$co$

http://www.prmuseum.com/kendrix/moss1.html


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*ncreased Role of ,o%ern$ent in*ncreased Role of ,o%ern$ent in

Or#aniational "ifeOr#aniational "ife

BusinessE#o%ern$ent relations beca$e increasin#lBusinessE#o%ern$ent relations beca$e increasin#l

i$portant as the federal #o%ern$ent entered a ne& erai$portant as the federal #o%ern$ent entered a ne& era

of re#ulationof re#ulation

Such re#ulations ca$e in part becauseSuch re#ulations ca$e in part because

of se%eral issues in the 18


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Slide 21 of 35

The Present and /uture 6e%elop$entsThe Present and /uture 6e%elop$ents

Profound Current Chan#es in Public RelationsProfound Current Chan#es in Public Relations

%et!s briefly define each of these changes

/ro$ $anipulation toadaptation

/ro$ eDternal counselor tointernal tea$ $e$ber

/ro$ $aretin# to$ana#e$ent

/ro$ pro#ra$ to process

/ro$ craftsperson to $ana#er

/ro$ ite$s to issues

/ro$ output to input

/ro$ firefi#hters to firepre%enters

/ro$ ille#iti$ac tole#iti$ac

/ro$ 7S profession to #lobalprofession



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Slide 22 of 35

/ro$ )anipulation to Adaptation/ro$ )anipulation to Adaptation

Or#aniations continue to rel on practitionersOr#aniations continue to rel on practitionersnot to $anipulate public opinion but to help thenot to $anipulate public opinion but to help the

or#aniation adapt to itor#aniation adapt to it

Or#aniations realie that differin# needs andOr#aniations realie that differin# needs andinterests of rele%ant publics ser%e as le#iti$ate andinterests of rele%ant publics ser%e as le#iti$ate andinteracti%e forces on co$pan #oalsinteracti%e forces on co$pan #oals

This transition leads to successful t&o.&aThis transition leads to successful t&o.&aco$$unication based on &illful acceptance andco$$unication based on &illful acceptance and$utual benefit$utual benefit



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/ro$ (Dternal Counselor to *nternal/ro$ (Dternal Counselor to *nternal

Tea$ )e$berTea$ )e$ber

The practice of usin# outsideThe practice of usin# outside hired gunshired gunsfor crisisfor crisis$ana#e$ent e%ol%es into the practitioner participatin# on$ana#e$ent e%ol%es into the practitioner participatin# onthe policEdecision.$ain# tea$the policEdecision.$ain# tea$

; "eaders understand that"eaders understand thatinterpretin# and applin# insi#htsinterpretin# and applin# insi#htsfro$ public opinion reGuirefro$ public opinion reGuirespecialied no&led#e and sillsspecialied no&led#e and sillspossessed b the PR practitionerpossessed b the PR practitioner

; Or#aniational decision $ain#Or#aniational decision $ain#be#ins &ith a &iser foundationbe#ins &ith a &iser foundationthat increases co$pan presti#ethat increases co$pan presti#eand helps a%oids crisesand helps a%oids crises



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/ro$ )aretin# to )ana#e$ent/ro$ )aretin# to )ana#e$ent

Public relations has e%ol%ed fro$ an ar$ of the salesPublic relations has e%ol%ed fro$ an ar$ of the sales

effort to a $ana#e$ent functioneffort to a $ana#e$ent function

This allo&s the inte#rated $aretin# strate# of usin#This allo&s the inte#rated $aretin# strate# of usin#feedbac fro$ rele%ant publics to dri%e business adaptationfeedbac fro$ rele%ant publics to dri%e business adaptation

The pri$e responsibilit of public relations beco$esThe pri$e responsibilit of public relations beco$es

pro%idin# the infor$ation and en%iron$ent in &hichpro%idin# the infor$ation and en%iron$ent in &hich

$ana#e$ent can function $ost effecti%el$ana#e$ent can function $ost effecti%el

PRPR contribution to the $aretin# effort as a staff functioncontribution to the $aretin# effort as a staff function

$o%es do&n a notch in priorities$o%es do&n a notch in priorities



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Slide 25 of 35

/ro$ Pro#ra$ to Process/ro$ Pro#ra$ to Process

-o& it is reco#nied that public relations functions $ust-o& it is reco#nied that public relations functions $ustsea$lessl inte#rate into the continuin# tas of ho&sea$lessl inte#rate into the continuin# tas of ho&business is donebusiness is done

Producin# isolated PR proects can help but &ill ne%er allo&Producin# isolated PR proects can help but &ill ne%er allo&the or#aniation to realie the potential i$pact of healththe or#aniation to realie the potential i$pact of healthpublic relationspublic relations

Pro#ra$s $a acco$plish specific #oals! but the publicPro#ra$s $a acco$plish specific #oals! but the public

relations &or is ne%er co$pletel finished as it pursuesrelations &or is ne%er co$pletel finished as it pursuesan inte#rated process of'an inte#rated process of'

1 Research1 Research 3 Action3 Action

2 Plannin#2 Plannin# + (%aluation+ (%aluation



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/ro$ Crafts$an to )ana#er/ro$ Crafts$an to )ana#er

The specialist is no& seen as an i$portant partThe specialist is no& seen as an i$portant partof the internal $ana#e$ent tea$! not ust aof the internal $ana#e$ent tea$! not ust aco$$unications technicianco$$unications technician

Co$$unication sills =&ritin#! speain#! editin#!Co$$unication sills =&ritin#! speain#! editin#!and $edia> are still %ital but $ust be a part of aand $edia> are still %ital but $ust be a part of alar#er rolelar#er role

O%erall strate#ic inte#ration of tass intoO%erall strate#ic inte#ration of tass intocorporate polic is a necessar part of the publiccorporate polic is a necessar part of the publicrelations $ana#e$ent functionrelations $ana#e$ent function



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Slide 2< of 35

/ro$ *te$s to *ssues/ro$ *te$s to *ssues

*ssues $ana#e$ent is the identification of e issues*ssues $ana#e$ent is the identification of e issues

confrontin# or#aniations and the $ana#e$ent ofconfrontin# or#aniations and the $ana#e$ent of

responses to the$responses to the$

Successful issues $ana#e$ent reGuires on#oin# $onitorin#Successful issues $ana#e$ent reGuires on#oin# $onitorin#

of eDternal and internal en%iron$ents in order to e%aluateof eDternal and internal en%iron$ents in order to e%aluate

their i$pact upon or#aniational #oals and obectionstheir i$pact upon or#aniational #oals and obections

*nstead of bein# #i%en a list of $edia obs! the*nstead of bein# #i%en a list of $edia obs! thepractitioner no& sub$its to $ana#e$ent a list ofpractitioner no& sub$its to $ana#e$ent a list of

sensiti%e issues %ital to or#aniational successsensiti%e issues %ital to or#aniational success



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Slide 2@ of 35

/ro$ Output to *nput/ro$ Output to *nput

; Public relations as a $ana#e$ent function #i%esPublic relations as a $ana#e$ent function #i%esinput to the or#aniation fro$ its contact &ithinput to the or#aniation fro$ its contact &ith

eDternal publicseDternal publics

; This chan#e reaffir$s the need for effecti%e t&o.This chan#e reaffir$s the need for effecti%e t&o.&a co$$unication and influence &ith publics&a co$$unication and influence &ith publics



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t oduct o to ub c e at o s isto y

Slide 28 of 35

/ro$ /irefi#htin# to /ire Pre%ention/ro$ /irefi#htin# to /ire Pre%ention

; (ffecti%e public relations does not(ffecti%e public relations does noteDist $erel to clean up $esseseDist $erel to clean up $essesonce the are $ade! but sees toonce the are $ade! but sees to

a%oid such dile$$asa%oid such dile$$as

; A proacti%e approach anticipatesA proacti%e approach anticipatesand acts upon potential proble$sand acts upon potential proble$sbefore the beco$e actual crisesbefore the beco$e actual crises

for the or#aniationfor the or#aniation

This role is #reatl enhancedThis role is #reatl enhancedthrou#h use of the four.step PRthrou#h use of the four.step PR

processprocess



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y

Slide 39 of 35

/ro$ *lle#iti$ac to "e#iti$ac/ro$ *lle#iti$ac to "e#iti$ac

; Because of the effecti%e efforts of pioneers lieBecause of the effecti%e efforts of pioneers lieBernas! public relations representati%es areBernas! public relations representati%es are

#enerall no lon#er %ie&ed &ith suspicion#enerall no lon#er %ie&ed &ith suspicion

; Practitioners no& ha%e professional status andPractitioners no& ha%e professional status andaccepted standards for ethical beha%ior throu#haccepted standards for ethical beha%ior throu#h

or#aniations lie PRSA =Public Relationsor#aniations lie PRSA =Public RelationsSociet of A$erica> and *ABC =Societ of A$erica> and *ABC =*nternational*nternational

Association of Business Co$$unicators>Association of Business Co$$unicators>



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y

Slide 31 of 35

/ro$ 7S Profession to ,lobal/ro$ 7S Profession to ,lobal

ProfessionProfession

Borders are no lon#er barriers as $arets andBorders are no lon#er barriers as $arets and

$edia operate &orld&ide 2+.hours a da$edia operate &orld&ide 2+.hours a da

Cultural! lan#ua#e! and le#al differences $aeCultural! lan#ua#e! and le#al differences $ae

#lobal public relations $ore difficult! but rapidl#lobal public relations $ore difficult! but rapidl

e%ol%in# co$$unication technolo# has $adee%ol%in# co$$unication technolo# has $ade

these barriers less of a factorthese barriers less of a factor



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y

Slide 32 of 35

Re%ie& of Principles fro$ theRe%ie& of Principles fro$ the

Second )illenniu$Second )illenniu$/ro$ the second $illenniu$ lesson! &e realied that/ro$ the second $illenniu$ lesson! &e realied that

1 Historical leaders influenced their &orlds throu#h ti$el $iDtures of1 Historical leaders influenced their &orlds throu#h ti$el $iDtures of

passion and &ordspassion and &ords

2 (%en po&erful people cannot i#nore the opinion of the public2 (%en po&erful people cannot i#nore the opinion of the public

3 6e$ocrac is dependent on a stron#! opinionated public3 6e$ocrac is dependent on a stron#! opinionated public

+ An intentional and sustained ca$pai#n to broadl influence the public+ An intentional and sustained ca$pai#n to broadl influence the public

can be %er effecti%ecan be %er effecti%e

5 Publishin# one4s successes affects indifferent public opinion5 Publishin# one4s successes affects indifferent public opinion

: A &ide distribution of rational appeal to the public4s %alues influences: A &ide distribution of rational appeal to the public4s %alues influencestheir thinin# and beha%iortheir thinin# and beha%ior



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y

Slide 33 of 35

Re%ie& of Principles fro$ theRe%ie& of Principles fro$ the

*ndustrial Re%olution*ndustrial Re%olution

The public relations profession &as born in the industrial a#eThe public relations profession &as born in the industrial a#ethrou#h dna$ic chan#es in A$erican lifethrou#h dna$ic chan#es in A$erican life

; Or#aniations $ust accept the need to deal &ith public opinionOr#aniations $ust accept the need to deal &ith public opinion

; *n a $edia.stron# de$ocrac! the public can po&erfull eDpress its*n a $edia.stron# de$ocrac! the public can po&erfull eDpress itsopinionopinion

; PR professionals help or#aniations a%oid costl eDpressions of publicPR professionals help or#aniations a%oid costl eDpressions of publicdiscontent in an a#e of fierce co$petition for public supportdiscontent in an a#e of fierce co$petition for public support

Public relations e%ol%ed throu#h three sta#es'Public relations e%ol%ed throu#h three sta#es'

; )anipulation throu#h press a#entr)anipulation throu#h press a#entr

; Cooperation throu#h open infor$ationCooperation throu#h open infor$ation

; )utual influence throu#h understandin#)utual influence throu#h understandin#



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Slide 3+ of 35

Re%ie& of Principles Since 1839Re%ie& of Principles Since 1839

; The 6epression.0ar era led public relations to %alueThe 6epression.0ar era led public relations to %alue$utual influence and de%elop $assi%e! sophisticated$utual influence and de%elop $assi%e! sophisticated

strate#ies to co$$unicate &ith and influence the publicstrate#ies to co$$unicate &ith and influence the public

; Public relations beca$e a respected! sophisticated andPublic relations beca$e a respected! sophisticated andeDpanded profession durin# the post.00** era! lar#eleDpanded profession durin# the post.00** era! lar#elthrou#h #o%ern$ental and public influencethrou#h #o%ern$ental and public influence

; Currentl public relations is e%ol%in# as a force forCurrentl public relations is e%ol%in# as a force foradaptation to public concerns on %ital issuesadaptation to public concerns on %ital issues



35/35

*n Su$$ar*n Su$$ar

Since its inception! Public Relations hadSince its inception! Public Relations had

under#one se%eral chan#es These chan#es &ereunder#one se%eral chan#es These chan#es &ere

usuall brou#ht about b chan#es in theusuall brou#ht about b chan#es in the

en%iron$ent in &hich people li%ed Practitionersen%iron$ent in &hich people li%ed Practitioners

$ust be a&are of the histor of PR and anticipate$ust be a&are of the histor of PR and anticipate

chan#es in the present and future of Publicchan#es in the present and future of PublicRelationsRelations

ch02b lattimore

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