Public Relations & the 90-10 Rule

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Questions and Answers

Which action is most effective in building brand trust?

Promoting products without supporting claims

Consistently acting in alignment with stated values (correct)

Hiding negative information from the public

Focusing solely on sales promotions

What is a crucial element of effective crisis management?

Maintaining transparency and open communication (correct)

Focusing only on short-term solutions

Ignoring customer feedback

Utilizing spin to mitigate damage

What does the 90-10 Rule in PR indicate?

10% of effective communication is about customer engagement

90% of good PR is determined by actions, not words (correct)

10% of PR success comes from good management

90% of PR relies on public statements alone

What is an essential characteristic of two-way communication techniques in PR?

Engaging with customers through active listening Signup and view all the answers

Which principle most closely aligns with managing PR for long-term success?

Implement strategic planning and foresight Signup and view all the answers

How can social media impact PR strategies?

It can facilitate real-time feedback and engagement Signup and view all the answers

What is a key risk associated with using spin in PR?

It can lead to severe reputational damage if exposed Signup and view all the answers

Which aspect is NOT a component of Arthur Page's principles for effective PR?

Use spin only when necessary Signup and view all the answers

What is a primary benefit of transparency in public relations?

Enhances public's reasoning ability Signup and view all the answers

Which factor is NOT a reason why transparency can sometimes cause harm?

Promoting trust among stakeholders Signup and view all the answers

What role do whistleblowers play in organizational transparency?

They expose unethical practices Signup and view all the answers

Which approach is essential for maintaining credibility in crisis management?

Maintaining composure and calmness Signup and view all the answers

In proactive PR management, what should be avoided to build goodwill?

Participating in unethical business practices Signup and view all the answers

How does social media impact public relations strategies?

Provides a platform for two-way communication Signup and view all the answers

Which of the following statements supports the 90-10 rule in public relations?

Prioritize proactive communication over reactive responses Signup and view all the answers

What is a key element of effective public relations according to the principles discussed?

Aligning actions with messaging Signup and view all the answers

What was the primary strategy Johnson & Johnson implemented during the Tylenol crisis?

Recalling 31 million bottles of Tylenol Signup and view all the answers

Which practice is essential for effective public relations according to the concept of Two-Way Communication?

Both parties send and receive information Signup and view all the answers

How did BP fail during the Deepwater Horizon oil spill crisis?

By cutting costs and downplaying the spill Signup and view all the answers

What did the term '90-10 Rule' signify in effective PR practices?

Taking principled actions before effective communication Signup and view all the answers

Which tool has significantly changed modern public relations?

Real-time social media interaction Signup and view all the answers

What was the outcome for Tylenol after the crisis management approach taken by Johnson & Johnson?

Regained public trust and strengthened brand reputation Signup and view all the answers

What consequence did BP face as a result of poor communication strategies during the oil spill?

Severe reputational damage and penalties over $60 billion Signup and view all the answers

What is a key aspect of listening in public relations?

Processing feedback and considering audience input Signup and view all the answers

What is the primary risk associated with using spin in public relations?

It can result in long-term damage if not backed by real actions. Signup and view all the answers

Which of the following best describes the concept of authenticity in public relations?

The reliability and truthfulness of communication. Signup and view all the answers

In the case of Volkswagen's 'Dieselgate', what was a key factor that contributed to the scandal?

Software that adjusted vehicles' emissions only during tests. Signup and view all the answers

Which of Arthur Page's principles emphasizes the importance of backing up communication with actions?

Prove It with Action. Signup and view all the answers

What does the 90-10 Rule suggest about public relations practices?

Actions are more critical than communication. Signup and view all the answers

What key lesson was learned from the Volkswagen 'Dieselgate' case study?

Fraudulent public images can lead to severe consequences. Signup and view all the answers

Which statement reflects Arthur Page's view of the role of PR in a company?

PR is integral and should be central to the company’s strategy. Signup and view all the answers

What is a consequence of relying on damage control in public relations?

It can indicate underlying issues within the organization. Signup and view all the answers

What priority did Johnson & Johnson place during the Tylenol crisis?

Public safety Signup and view all the answers

What was a key factor in the successful public relations outcome for Tylenol?

Tamper-evident packaging introduction Signup and view all the answers

What was one of the principal failures of BP during the Deepwater Horizon crisis?

Cutting costs and ignoring safety warnings Signup and view all the answers

Which of the following best represents two-way communication in public relations?

Feedback loops between the organization and the audience Signup and view all the answers

How did BP's communication strategy during the crisis impact public perception?

Widespread outrage and reputational damage Signup and view all the answers

What significant change has modern public relations undergone due to technology?

Enhancement of real-time interaction and accessibility Signup and view all the answers

What was a major consequence of BP's failure to act during the oil spill crisis?

Financial penalties exceeding $60 billion Signup and view all the answers

What does effective listening in public relations involve?

Processing and considering audience input Signup and view all the answers

What is a primary benefit of data-driven targeting in communication?

It results in tailored messaging that resonates with audiences. Signup and view all the answers

Which of the following contributes to community building in modern communication?

User-generated content and audience engagement. Signup and view all the answers

What characteristic is essential for organizations to maintain trust during a crisis?

Providing quick and honest responses. Signup and view all the answers

How have influencers like Charli D'Amelio expanded their reach beyond their primary platform?

By collaborating with brands across multiple platforms. Signup and view all the answers

Which social media influencer is known for advocating gender equality and mental health?

Lilly Singh Signup and view all the answers

What is an essential aspect organizations must consider when communicating with a global audience?

Providing instant responses across all time zones. Signup and view all the answers

Which of the following best describes social media influencers?

Users who have gained credibility with specific audiences. Signup and view all the answers

What role does user-generated content play in communication strategies?

It fosters interaction and trust between audiences and brands. Signup and view all the answers

What is the primary goal of transparency in public relations?

To enhance the public's reasoning ability Signup and view all the answers

Which of the following is a situation where transparency may be detrimental?

Public safety during emergencies Signup and view all the answers

What distinguishes government transparency from private organization transparency?

Government transparency is based on public interest, while private organizations act on profit motives Signup and view all the answers

What role do whistleblowers play in promoting transparency?

They expose unethical practices within organizations Signup and view all the answers

How does proactive PR management contribute to an organization’s success?

By anticipating public reactions to decisions and practices Signup and view all the answers

What is a crucial consideration when managing online feedback?

Balancing transparency with limiting harmful criticism Signup and view all the answers

What is the consequence of aligning actions with messaging in public relations?

It establishes long-term trust and credibility Signup and view all the answers

What is an essential factor in maintaining credibility during a crisis?

Composure and calmness Signup and view all the answers

What was the purpose of writing The Federalist Papers?

To promote the ratification of the U.S. Constitution Signup and view all the answers

Which historical figures contributed to The Federalist Papers?

Alexander Hamilton, James Madison, and John Jay Signup and view all the answers

How did the authors of The Federalist Papers seek to address the criticisms of the U.S. Constitution?

By highlighting the weaknesses of the Articles of Confederation Signup and view all the answers

What method did the authors of The Federalist Papers use to reach their audience?

Newspaper publications under the pseudonym 'Publius' Signup and view all the answers

Which of the following aspects is emphasized in the study of history, as discussed in the lecture?

The importance of learning from past mistakes Signup and view all the answers

What is a significant element of Western historiography pioneered by Herodotus and Thucydides?

Emphasis on evidence and causality in historical writing Signup and view all the answers

What role did The Federalist Papers play in the shaping of American political thought?

They played a key role in the debate over the Constitution. Signup and view all the answers

What foundational aspect do Herodotus and Thucydides highlight in their historical methodology?

Critical analysis and evidence-based inquiry Signup and view all the answers

What key tactic did the authors of the Federalist Papers employ to persuade the public?

Tailoring arguments to resonate with the audience's interests Signup and view all the answers

Which of the following best describes P.T. Barnum's approach to public relations?

Prioritized generating media coverage through sensationalism Signup and view all the answers

How did the authors of the Federalist Papers use strategic communication?

By addressing key issues systematically under a pseudonym Signup and view all the answers

What term did Bernays coin that laid the foundation for modern public relations?

Public Relations Signup and view all the answers

What was one result of the developments during the Industrial Revolution on public relations?

Enhanced mass communication techniques and reach Signup and view all the answers

What ethical consideration does Bernays’ approach to public relations raise?

The potential for manipulating public opinion Signup and view all the answers

What concept is illustrated by Apple's product launches in relation to press agentry?

Creating dramatic reveals to generate extensive media buzz Signup and view all the answers

What role did the Federalist Papers play in shaping public opinion?

They clarified misunderstandings and built support for the Constitution. Signup and view all the answers

Which psychological principle did Bernays utilize in his public relations campaigns?

Social proof Signup and view all the answers

Which characteristic typifies P.T. Barnum's contributions to public relations?

A flair for publicity and dramatic promotion Signup and view all the answers

What was one method Bernays used to create artificial demand for products?

Staging events Signup and view all the answers

What is a major characteristic of press agentry in public relations?

Generating attention with little concern for accuracy Signup and view all the answers

Which factor exemplifies the shift in modern public relations compared to Bernays' methods?

Emphasis on transparency and honesty Signup and view all the answers

What significant contribution did Bernays make to academia in the field of public relations?

Teaching the first public relations course Signup and view all the answers

What impact did Bernays' work have on future public relations professionals?

Challenged professionals to consider ethical boundaries Signup and view all the answers

Which aspect of Bernays' image as the 'father of public relations' was marked by controversy?

His self-promotion and publicity tactics Signup and view all the answers

What was Ivy Lee's primary strategy for managing the Rockefeller's public image during the Ludlow Massacre?

Engaging in more transparent communication with the press. Signup and view all the answers

How did Ivy Lee depict John D. Rockefeller Jr. to the public?

As a concerned and benevolent figure. Signup and view all the answers

What ethical concern does the 'Torches of Freedom' campaign highlight?

Exploitation of societal biases for profit Signup and view all the answers

What was a significant contradiction in Ivy Lee's public relations approach?

Advising full public disclosure while engaging in selective disclosure. Signup and view all the answers

Which public relations strategy was employed by Edward Bernays in the 1929 campaign?

Leveraging psychological manipulation Signup and view all the answers

How did Bernays' campaign affect female cigarette sales?

Significantly boosted due to reframing tobacco use Signup and view all the answers

What legacy did Ivy Lee leave in the field of public relations?

Promoting the idea that open communication is essential in maintaining public trust. Signup and view all the answers

Which individual was significantly influenced by Sigmund Freud in their public relations career?

Edward Bernays. Signup and view all the answers

What broader societal attitude did the 1920s smoking stigma reflect regarding women?

Reinforcement of anti-woman sentiments Signup and view all the answers

What was the purpose of the Committee on Public Information during World War I?

To generate support for the war effort through propaganda. Signup and view all the answers

What aspect of public relations does the conclusion emphasize as important for students to recognize?

The historical significance of PR pioneers Signup and view all the answers

What ethical concern is associated with Ivy Lee's defense of certain clients, such as the German Dye Trust?

His selective adherence to ethical standards. Signup and view all the answers

Which technique did Edward Bernays apply to shape public opinion during World War I?

Psychological manipulation through media. Signup and view all the answers

What significant action did Roosevelt take following his meeting with Sinclair?

He initiated a federal investigation into the meatpacking industry. Signup and view all the answers

How did Roosevelt's injury during his speech influence public perception?

It highlighted his dedication and toughness. Signup and view all the answers

What principle did Ivy Lee emphasize through his 'Declaration of Principles'?

Transparency and serving the public interest are essential. Signup and view all the answers

What event did Ivy Lee notably manage for the Rockefeller family?

The Ludlow Massacre's public fallout. Signup and view all the answers

What act is associated with Roosevelt's efforts in consumer protection?

The Meat Inspection Act. Signup and view all the answers

What was the outcome of the federal investigation initiated by Roosevelt?

It confirmed many of Sinclair's claims about the industry. Signup and view all the answers

What aspect of Roosevelt's approach to public relations is highlighted in his legacy?

His use of strategic media management. Signup and view all the answers

What was one reason Roosevelt insisted on delivering his speech despite being injured?

He wanted to showcase his ability to withstand danger. Signup and view all the answers

What strategy did Ivy Lee recommend for John D. Rockefeller Jr. during the Ludlow Massacre?

Engage in transparent communication with the press Signup and view all the answers

Which principle is emphasized by Ivy Lee's approach to public relations?

Open communication and maintaining public trust Signup and view all the answers

Edward Bernays' role in the Committee on Public Information was primarily to:

Generate support for the war effort using propaganda Signup and view all the answers

What action did Ivy Lee take to improve the Rockefeller name after the Ludlow Massacre?

Arranged for Rockefeller to visit mining communities Signup and view all the answers

Which ethical inconsistency can be observed in Ivy Lee's public relations practices?

Crafting narratives that downplayed company actions Signup and view all the answers

How did Ivy Lee's practices contribute to modern public relations?

By promoting the organization’s transparency with the public Signup and view all the answers

What controversial client did Ivy Lee defend that raises ethical concerns?

The German Dye Trust with ties to Nazi Germany Signup and view all the answers

What was one of the key factors in Bernays’ ability to stimulate public support during World War I?

Shaping public opinion through propaganda techniques Signup and view all the answers

What was the primary intention behind Edward Bernays' 'Torches of Freedom' campaign?

To associate smoking with women's liberation Signup and view all the answers

Which of the following best describes the ethical concerns associated with Bernays' psychological manipulation?

It prioritized profit over public health Signup and view all the answers

What broader societal attitudes did Bernays' campaign challenge?

The stigma against women's smoking Signup and view all the answers

What aspect does the conclusion emphasize regarding historical figures in public relations?

Understanding them is crucial for ethical considerations in PR Signup and view all the answers

Which statement best articulates the criticism of Bernays' approach in the 'Torches of Freedom' campaign?

It exploited feminist ideals to market a harmful product Signup and view all the answers

What did Bernays emphasize as essential for modern public relations?

Psychological principles and strategies Signup and view all the answers

What was the primary focus of Bernays' controversial methods?

Creating artificial demand for products Signup and view all the answers

What is a significant ethical consideration in public relations, as demonstrated by Bernays' work?

Balancing public opinion with social responsibility Signup and view all the answers

Which milestone in public relations education is attributed to Bernays?

Teaching the first course on public relations Signup and view all the answers

How did Bernays contribute to defining modern public relations practices?

By blending psychological insights with communication strategies Signup and view all the answers

What outcome did Bernays face due to his self-promotional tactics?

Recognition as the 'father of public relations' Signup and view all the answers

Which shift has been emphasized in modern public relations practices compared to Bernays' methods?

Greater emphasis on ethical standards and transparency Signup and view all the answers

What controversial aspect of Bernays' methods challenged traditional views of public relations?

His approach to shaping rather than reflecting public opinion Signup and view all the answers

What was a significant publicity stunt created by P.T. Barnum?

The Cardiff Giant Signup and view all the answers

How did P.T. Barnum respond when he couldn't purchase the original Cardiff Giant?

He created his own replica and claimed it was the original. Signup and view all the answers

Which approach to public relations was exemplified by Teddy Roosevelt during his presidency?

Engaging with the media to control the public narrative. Signup and view all the answers

What was a notable action taken by Theodore Roosevelt to influence public perception?

Holding the first presidential press conferences. Signup and view all the answers

What ethical consideration is highlighted in the legacy of P.T. Barnum's PR methods?

The importance of balancing interest generation with ethical practices. Signup and view all the answers

What legislation was influenced by Theodore Roosevelt's public relations efforts?

The Pure Food and Drug Act Signup and view all the answers

Which characteristic defined P.T. Barnum's promotional strategies?

An emphasis on sensationalism and spectacle. Signup and view all the answers

What role did Upton Sinclair's exposé, The Jungle, play during Roosevelt's presidency?

It prompted Roosevelt to advocate for food safety regulations. Signup and view all the answers

Study Notes

Publicity & the 90-10 Rule

Publicity is only effective when it follows genuine and principled action.
The 90-10 Rule: 90% of effective PR is determined by actions, while 10% comes from communication.
Tylenol Crisis (1982):
- Several deaths linked to Tylenol capsules laced with cyanide.
- Johnson & Johnson prioritised public safety over profits, recalling 31 million bottles.
- Introduced tamper-evident packaging to restore consumer confidence.
- Communicated transparently with regular updates and media collaboration.
- Result: Regained public trust, strengthened brand reputation and Tylenol recovered its market position.
BP Deepwater Horizon Oil Spill (2010):
- Explosion on BP's oil rig caused a massive oil spill.
- BP's cost-cutting, ignored safety warnings, and slow response contributed to the crisis.
- Communication failures included downplaying the severity of the spill, PR blunders, and insensitive remarks by the CEO.
- Outcome: Severe reputational damage, public outrage, and over $60 billion in penalties.
- Missed opportunity to use the 90-10 Rule, the outcome could have been less damaging.

Listening & Two-Way Communication in PR

Listening in PR involves processing feedback and genuinely considering audience input.
Two-way communication is essential for effective PR: both parties send and receive information.
Modern PR has evolved due to technology and changing audience expectations.
Social Media: Enables real-time interaction, making organizations more accessible and accountable. Public opinions influence brand perception.
Advanced Tools: Analytics and social listening software help monitor public opinion and respond proactively to issues before they escalate.

Principled PR Management

Principled PR management avoids reliance on spin and damage control.
Spin: Disingenuous strategic communication that skews information interpretation or presentation.
Risks of Spin: Long-term damage if not backed by authentic actions.
Volkswagen "Dieselgate" Case Study:
- Marketed diesel vehicles as environmentally friendly, emphasizing low emissions and fuel efficiency.
- "Clean Diesel" branding positioned VW as a leader in eco-friendly technology.
- Software detected testing conditions and only activated emissions controls during tests.
- Emissions exceeded legal limits by up to 40 times under normal driving conditions.
- Outcome: Legal penalties, fines, criminal charges, and severe reputational damage.
- Example of corporate greenwashing, where public image was fraudulent.

Authenticity in PR

Authenticity: Communication being reliable, accurate, and true to the organization’s character.
Arthur Page (Former AT&T VP): Pioneered principled PR management practices.
Page's Principles:
- Tell the Truth
- Prove It with Action
- Listen to the Customer
- Manage for Tomorrow
- Conduct PR as if the Whole Company Depends on It
- Remain Calm, Patient, and Good-Humored
- True Character is Expressed by Its People

Transparency in PR

Transparency: Deliberate attempt to make legally reasonable information available to enhance public reasoning.
Importance: Builds trust and prevents fear, apprehension, dislike, and distrust.
Situations where transparency could cause more harm than good:
- National Security
- Public Safety
- Privacy Protection
- Corporate Confidentiality
- Diplomatic Relations
Government Transparency: Governed by laws like the Freedom of Information Act (FOIA), requiring public disclosure of information.
Private Organizations: Not subject to the same public records laws, driven by business interests, regulations, or shareholder obligations.
Legal Processes: Can compel organizations to reveal private information.
Whistleblowers and Public Scrutiny: Expose unethical, illegal, or unsafe practices within organizations.

Proactive PR Management:

Anticipatory, change-oriented, and self-initiated to improve the organization's environment and future.
Building Goodwill: Avoiding business practices that lead to negative public perceptions.
Long-Term Success: PR decisions should be part of the company strategy, influencing actions and their perception.

Remaining Calm, Patient, and Good-Humored

Importance of composure: Maintaining credibility, especially during crisis situations.
Handling Online Feedback: Managing Google reviews, disabling comments when needed, and balancing transparency with the need to limit criticism.

Key Takeaways

Authenticity, transparency, and proactive management are crucial in PR.
Actions Speak Louder Than Words: Aligning actions with messaging is crucial for effective PR.

Importance of Principled PR

Organizations must prioritize principled PR management to avoid relying on spin techniques and damage control
Spin involves strategic communication that distorts information, potentially causing long-term damage if not backed by genuine action
Volkswagen’s "Dieselgate" exemplifies the risks of spin, where marketing promoted their diesel engines as eco-friendly despite software that cheated emissions tests
The scandal resulted in legal penalties, fines, damage to VW’s reputation, and highlights the dangers of corporate greenwashing

Authenticity in PR

Authenticity in PR refers to communication that is reliable, accurate, and reflects the organization’s true character
Arthur Page, former VP of AT&T pioneered principled PR management practices, emphasizing honesty, action, listening, long-term planning, and PR’s integration into company strategy
Page’s principles remain relevant today, advocating for ethical and effective PR management

The 90-10 Rule in PR

The 90-10 rule states that 90% of successful PR is determined by an organization's actions, while 10% is determined by its communication
Publicity is effective only when it follows genuine and principled action
Johnson & Johnson’s response to the Tylenol crisis demonstrates the effectiveness of the 90-10 rule, where prioritization of public safety and transparency restored consumer trust and brand reputation
Conversely, BP’s handling of the Deepwater Horizon oil spill highlights the consequences of ignoring the 90-10 rule, where their cost-cutting measures, inadequate response, and poor communication led to severe reputational damage

Listening and Two-Way Communication in PR

Listening in PR involves processing feedback and genuinely considering the audience’s input
Two-way communication is crucial, involving both parties sending and receiving information
Advances in technology and changing audience expectations have significantly impacted modern PR
Social media allows real-time interaction, making organizations more accessible and accountable to public concerns, which can significantly influence brand perception
Advanced analytics and social listening tools enable proactive monitoring of public sentiment, allowing organizations to respond to issues before they escalate
Companies can utilize data-driven personalization to deliver tailored messaging, making communication more relevant and demonstrating that they are actively listening

Transparency and Accountability in PR

Audiences now expect greater transparency from organizations, demanding swift and honest responses to maintain trust
Engaging with audiences as part of a community fosters trust and loyalty, with user-generated content playing a key role
The global reach of communication requires organizations to engage across time zones and cultures, ensuring communication is sensitive and responsive 24/7

Social media influencers have gained credibility with specific publics and can be instrumental in strategic communication programs
Charli D’Amelio’s widespread fame on TikTok has expanded her influence into other platforms, leading to collaborations with brands like Dunkin’, Hollister, Morphe, Pura Vida, Takis, and Procter & Gamble

Influencers with Social/Political Sway

Greta Thunberg, Hasan Piker, Alexandria Ocasio-Cortez, Lilly Singh, and Jamila Jamil are known for leveraging their social media platforms for social and political advocacy
They utilize their influence to promote environmental awareness, dissect political topics, advocate for progressive causes, advocate for gender equality, mental health, and LGBTQ+ rights, and promote body positivity and feminist causes

Benefits of Transparency in PR

Transparency involves making available all legally reasonable information to enhance the public's reasoning ability
It builds trust and helps to prevent fear, apprehension, dislike, and distrust
Transparency has limitations, especially in cases involving national security, public safety, privacy protection, corporate confidentiality, and diplomatic relations

Government vs. Private Organizations in Transparency

Government transparency is governed by laws requiring the disclosure of certain types of information to the public, such as the Freedom of Information Act (FOIA)
Private organizations are not typically subject to the same public records laws and are driven by business interests, regulatory requirements, or shareholder obligations
Legal processes can compel organizations to reveal information that might otherwise be kept private
Whistleblowers play a critical role in exposing unethical, illegal, or unsafe practices within organizations, forcing transparency

Managing for Tomorrow

Proactive PR management involves anticipating change and taking action to improve the organization's environment and future
Building goodwill involves avoiding practices that negatively impact the organization’s public image and anticipating public responses to decisions with negative consequences
PR decisions should be part of the overall company strategy to ensure long-term success and shape how actions are perceived

Remaining Calm, Patient, and Good-Humored

Composure is crucial for maintaining credibility, especially in crisis situations
Organizations must develop strategies to manage negative feedback online, including managing Google reviews, disabling comments when necessary, and balancing transparency with the need to limit unhinged critics

Final Thoughts

Authenticity, transparency, and proactive management are crucial for effective public relations
Actions speak louder than words, emphasizing the importance of aligning actions with messaging for impactful public relations.

Early History & Foundation of Public Relations

The historical inquiry method, pioneered by historians like Herodotus and Thucydides in ancient Athens, significantly influences how we study history today through methods emphasizing evidence, causality, and understanding human motives.
Studying the history of public relations (PR) is essential to understand how we got where we are today in the field.

The Federalist Papers - Early PR Example

The Federalist Papers were a series of 85 essays written between 1787 and 1788 by Alexander Hamilton, James Madison, and John Jay to advocate for the ratification of the U.S. Constitution.
The essays were published under the pseudonym "Publius" to persuade the public and state legislators of the merits of the Constitution.

Industrial Revolution's impact on PR

The Industrial Revolution led to a significant increase in the size and complexity of organizations.
This change in the business landscape led to the need for more structured and strategic communication with the public.
As businesses grew, they needed ways to communicate effectively with their employees, customers, and investors.
The development of new technologies, such as railroads and telegraphs, facilitated the spread of information and increased the public's awareness of corporate activities.

P.T. Barnum - The Father of Press Agentry

P.T. Barnum, born in 1810, was a businessman, showman, and politician, best known for the Barnum & Bailey Circus, which he branded as "The Greatest Show on Earth."
Barnum's life was marked by his flair for publicity and his belief that entertainment and promotion were crucial to attract public interest.
Barnum was a pioneer in using outrageous publicity stunts to generate media attention, a practice known as "press agentry."
Modern examples of press agentry in the business world can be seen in Apple's product launches, which generate significant media buzz and public anticipation through carefully orchestrated events and bold claims about product features and innovations.

Ivy Lee & the Value of Transparency

Ivy Lee, a public relations pioneer, helped the Rockefellers manage their public image during and after the Ludlow Massacre in 1914.
Lee advised the family to engage in more transparent communication with the press and the public, presenting John D. Rockefeller Jr. as a concerned and benevolent figure.
His efforts played a crucial role in rehabilitating the Rockefeller name and establishing a precedent for modern public relations practices.
Lee emphasized the importance of open communication between organizations and the public.
Lee's work serves as a reminder that public relations isn't just about promoting, but also about maintaining trust and credibility.

Edward Bernays - The Father of Public Relations

Edward Bernays, born in 1891, was the nephew of Sigmund Freud, whose work heavily influenced Bernays' approach to public relations.
Bernays played a significant role in the Committee on Public Information, also known as the Creel Committee, during World War I, using propaganda to generate public support for the war effort.
Bernays coined the term "public relations" and is considered one of the first to apply psychological principles in PR campaigns.
His book "Crystallizing Public Opinion" (1923), laid the foundation for modern public relations practices and emphasized the role of shaping public opinion and influencing behavior.
Bernays established one of the first public relations counseling firms, blending psychological insights with communication strategies.
Bernays believed that the manipulation of public opinion was necessary for democracy, a view that sparked debate about the ethical boundaries of public relations.
His "Torches of Freedom" campaign for the American Tobacco Company in 1929, aimed to make smoking socially acceptable for women by linking it with women's liberation, highlighting the controversies surrounding his methods.

Implications for Modern Public Relations

Understanding these historical figures provides a valuable insight into different aspects of public relations, including: press agentry, transparency, psychological manipulation of public opinion.
Recognizing the influence of these pioneers helps understand the ethical considerations and strategic thinking necessary in the profession.
This historical context highlights the importance of maintaining transparency, honesty, and trust in public relations today.

P.T. Barnum

Barnum was a master of publicity stunts, using sensationalism and spectacle to draw crowds.
He understood people were drawn to the unusual, using it to create buzz and generate media attention.
This approach to PR using buzz still resonates today in fields like marketing and event management.
One famous example of this is his promotion of "The Cardiff Giant" in 1869, a hoax presented as a petrified prehistoric human.
Barnum used his own replica to create excitement, generating significant public interest and media coverage.

Teddy Roosevelt

Roosevelt, the 26th US president, was known for his larger-than-life personality and mastery of public relations.
During his presidency, he used his influence to shape public opinion on issues like conservation and corporate regulation.
His relationship with the media was revolutionary for its time, recognizing its power in shaping public perception.
He invited journalists into the White House and held the first-ever presidential press conferences, setting a new standard for media relations in politics.
Roosevelt used media to influence public opinion regarding the Pure Food and Drug Act of 1906.
He capitalized on the public outcry following Upton Sinclair’s exposé "The Jungle," revealing unsanitary conditions in the meatpacking industry.
Roosevelt invited Sinclair to the White House, ordering a federal investigation, and used the media to publicize the findings.
He strategically used media highlighting the need for regulation, which helped secure the passage of the Pure Food and Drug Act and the Meat Inspection Act.
This cemented Roosevelt's legacy as a reformer.
In 1912, during his campaign for a third term, Roosevelt was shot in the chest by an assassin, John Schrank.
The bullet was slowed by his glasses and speech manuscript, preventing it from penetrating deeper.
Despite the injury, Roosevelt delivered his 90-minute speech before seeking medical attention, famously starting with "It takes more than that to kill a Bull Moose."

Ivy Lee

Lee is considered one of the founding fathers of modern public relations.
He worked as a newspaper reporter before co-founding the nation's first PR firm in 1904.
Lee's most famous client was the Rockefeller family, whom he helped manage public fallout during the Ludlow Massacre in 1914.
He advocated for transparency, arguing businesses should serve the public interest.
His "Declaration of Principles" emphasized honesty, directness, and openness.
He helped the Rockefellers manage their public image during and after the Ludlow Massacre, advocating for more transparent communication with the press and the public.
Lee orchestrated Rockefeller's visits to the mining communities, portraying a more compassionate and approachable image.
These efforts were crucial in rehabilitating the Rockefeller name, setting a precedent for modern public relations practices.

Edward Bernays

Bernays, nephew of Sigmund Freud, played a key role in the Committee on Public Information (Creel Committee) during World War I.
The committee was responsible for generating support for the war effort, using media and messaging to portray the war as a fight for democracy and freedom.
Bernays coined the term "public relations" and became one of the first to use psychological principles in PR campaigns.
His book "Crystallizing Public Opinion" (1923) laid the foundation for modern PR practices.
Bernays believed that manipulation of public opinion was essential to democracy, which influenced his controversial methods in shaping public perception.
He taught the first-ever PR course at NYU, formalizing the practice as a distinct discipline in 1923.
Together with his wife Doris Fleischman, Bernays established one of the first PR counseling firms, working with major clients on managing public image and crafting campaigns.
Their firm helped define the modern PR industry, blending psychological insights with communication strategies to influence public perception.

Ethical Implications

Bernays' belief that manipulation of public opinion was essential to democracy sparked debate about the ethical boundaries of public relations.
His methods, often involving psychological tactics, blur the line between informing and manipulating.
The PR profession has shifted away from manipulation towards more responsible communication.
This highlights the importance of prioritizing transparency, honesty, and trust.
Bernays' actions sometimes contradicted his principles, as in his work with the Rockefellers during the Ludlow Massacre.
His defense of controversial clients suggests he didn't always adhere to the ethical standards he publicly promoted.

Key Campaign Examples

Bernays staged a 1929 "Torches of Freedom" campaign for the American Tobacco Company, linking smoking with women's independence.
He staged a stunt during the Easter Parade in New York, with women publicly smoking cigarettes, and orchestrated media coverage.
This campaign is criticized for exploiting the feminist movement to promote a harmful product.
He used a societal bias to drive profit at the expense of public health.

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Explore the essential principles of effective public relations through the lens of the 90-10 Rule, which highlights that 90% of successful PR comes from actions. Analyze two significant case studies: the Tylenol crisis, where transparency regained public trust, and the BP oil spill, marked by miscommunication and negligence. This quiz will enhance your understanding of publicity dynamics and crisis management.