History Of Public Relations Lecture Notes PDF

### **Script for Lecture: History of Public Relations (Expanded with Historical Figures)** **Slide 1: Why study history** You see a picture of the Parthenon, an ancient structure from Athens, Greece. Ancient Athens profoundly influences how we study history today through its development of histori...

### **Script for Lecture: History of Public Relations (Expanded with Historical Figures)** **Slide 1: Why study history** You see a picture of the Parthenon, an ancient structure from Athens, Greece. Ancient Athens profoundly influences how we study history today through its development of historical inquiry and critical analysis, pioneered by historians like Herodotus and Thucydides. Their methods laid the foundation for Western historiography, emphasizing evidence, causality, and the importance of understanding human motives. As academics, we want to understand why things are the way they are. People encountering new disciplines often find themselves thinking they have new or innovative ideas, when the reality is that these ideas have been tested before and we ended up where we are because those ideas didn't pan out. That's not to say we don't want to rock the status quo when it's called for, but it's important to have a foundational understanding of how we got where we are. Studying history, particularly the history of public relations (PR), in a PR class at a university is essential for several reasons: 1. 2. 3. 4. 5. **Slide 2: The Federalist Papers as an example of what we know understand to be public relations** The Federalist Papers were a series of 85 essays written by Alexander Hamilton, James Madison, and John Jay between 1787 and 1788 to advocate for the ratification of the U.S. Constitution. At the time, the newly proposed Constitution faced significant opposition from Anti-Federalists, who feared it gave too much power to the central government at the expense of states' rights and individual freedoms. The essays were published in newspapers under the pseudonym "Publius" to persuade the public and state legislators of the Constitution's benefits, addressing specific criticisms and highlighting the weaknesses of the Articles of Confederation, the existing governing document. The Federalist Papers systematically argued for a strong, balanced federal government that could unify the states while protecting individual liberties. Their publication was a strategic effort to influence public opinion and ensure the Constitution's adoption. Ultimately, the essays played a key role in shaping the debate over the Constitution and remain essential readings in American political thought. **Purposeful Advocacy**: The Federalist Papers were written to advocate for the ratification of the U.S. Constitution. The authors---Alexander Hamilton, James Madison, and John Jay---used these essays to persuade the public and state legislators of the merits of the proposed Constitution, addressing concerns and countering opposition. **Targeted Messaging**: The essays were strategically published in newspapers, which were the primary media outlets of the time, to reach a wide and influential audience. The authors tailored their arguments to resonate with the concerns and interests of the readers, a key tactic in effective PR. **Shaping Public Opinion**: The Federalist Papers aimed to shape public opinion by presenting well-reasoned arguments, clarifying misunderstandings, and building support for the Constitution. This aligns with the goals of a PR campaign, which seeks to influence perceptions and garner public support. **Strategic Communication**: The coordinated effort among the authors to publish under a common pseudonym, "Publius," and their systematic approach to addressing key issues reflect strategic communication practices common in PR campaigns. **Slide 4: Developments solidified during Industrial Revolution** The developments from the Industrial Revolution significantly changed public relations (PR) in the U.S. in the following ways: 1. 2. 3. 4. **Slide 7: Beginning of PR in 20th Century - P.T. Barnum** *Talking Points:* \"P.T. Barnum, born in 1810 in Bethel, Connecticut, was a businessman, showman, and politician, but he\'s best known as the creator of the Barnum & Bailey Circus, which he famously branded as \'The Greatest Show on Earth.\' Barnum\'s life was characterized by his flair for publicity and his belief that entertainment and promotion were essential to draw public interest. He is considered the father of press agentry. Press agentry is a public relations model focused on generating attention and media coverage through sensationalism or stunts, often with little concern for accuracy or transparency. Apple\'s product launches are a strong example of press agentry in the business world. The company creates significant media buzz and public anticipation through carefully orchestrated events that showcase new products with dramatic reveals, often accompanied by bold claims about the product\'s features and innovations. These launches are designed to generate extensive media coverage and consumer excitement, often leading to immediate spikes in sales and widespread discussion, even before the products are available to the public. Why is Barnum important for PR? Barnum was a pioneer in the use of publicity stunts to generate media coverage. He understood that people were drawn to the spectacular and the unusual, and he used this knowledge to create events that would capture the public\'s imagination. His approach to PR---creating a buzz to drive attention---still resonates today in fields like marketing and event management. One famous example of P.T. Barnum creating buzz and driving attention was his promotion of \"The Cardiff Giant\" in 1869. The Cardiff Giant was a large stone figure that had been falsely presented as a petrified prehistoric human. Although it was a known hoax, Barnum saw an opportunity to capitalize on its fame. When he couldn\'t purchase the original, he had his own replica made and claimed it was the real giant. Barnum\'s version quickly became more popular than the original, largely due to his relentless promotion and showmanship. This stunt generated significant public interest and media coverage, exemplifying Barnum\'s talent for creating buzz and drawing crowds through sensationalism and spectacle. For students, Barnum\'s legacy teaches the importance of creativity in PR. His methods remind us that while generating interest is crucial, it must be balanced with ethical considerations and the integrity of the information being presented.\" **Slide 8: Teddy Roosevelt** Theodore Roosevelt, the 26th President of the United States, was born in 1858 in New York City. Known for his larger-than-life personality, Roosevelt was not only considered a war hero (not everyone thinks of his wartime endeavors this way today) and statesman but also a master of public relations. During his presidency (1901-1909), Roosevelt used his influence to shape public opinion on a variety of issues, including conservation and corporate regulation. Roosevelt\'s relationship with the media was revolutionary for its time. He recognized the media\'s power in shaping public perception and sought to control the narrative by inviting journalists into the White House, holding the first-ever presidential press conferences. This set a new standard for transparency and media relations in politics. An example of Teddy Roosevelt using the media to influence public opinion was his role in the passage of the Pure Food and Drug Act in 1906. Roosevelt capitalized on the public outcry following Upton Sinclair's exposé, *The Jungle,* which revealed unsanitary conditions in the meatpacking industry. Roosevelt invited Sinclair to the White House and ordered a federal investigation into the industry, the results of which confirmed many of Sinclair's claims. Roosevelt then used the media to publicize the findings of this investigation, which generated significant public pressure on Congress to act. His strategic use of the media to highlight the need for regulation helped secure the passage of the Pure Food and Drug Act and the Meat Inspection Act, marking a significant victory for consumer protection and cementing Roosevelt's legacy as a reformer. On October 14, 1912, during his campaign for a third term as president, Theodore Roosevelt was shot in the chest by a would-be assassin, John Schrank, while preparing to give a speech in Milwaukee, Wisconsin. Remarkably, the bullet was slowed by a steel eyeglass case and the thick folded manuscript of his speech in his breast pocket, preventing it from penetrating deeper into his body. Despite the injury and bleeding, Roosevelt insisted on delivering his 90-minute speech before seeking medical attention, famously beginning with, \"It takes more than that to kill a Bull Moose,\" referencing his Progressive Party nickname. The incident highlighted Roosevelt\'s toughness and dedication, becoming a legendary moment in his political career. For students, understanding Roosevelt\'s approach to PR is essential because it highlights the role of media management in public affairs. Roosevelt\'s strategies underscore the importance of proactive communication and the ability to guide public discourse, skills that are critical for anyone pursuing a career in PR.\" **Slide 9: Ivy Lee** *Talking Points:* \"Ivy Lee, born in 1877 in Cedartown, Georgia, is often credited as one of the founding fathers of modern public relations. After graduating from Princeton University, Lee worked as a newspaper reporter before co-founding the nation's first public relations firm in 1904. In 1919, he became one of the first public relations counselors, advising businesses on how to interact with the public and the press. 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 and argued that businesses should serve the public interest. His \'Declaration of Principles\' laid the groundwork for ethical PR, emphasizing honesty, directness, and openness. Ivy Lee specifically helped the Rockefellers manage their public image during and after the Ludlow Massacre in 1914, where striking miners in Colorado were killed by company-hired guards. He advised the family to engage in more transparent communication with the press and the public, issuing statements that presented John D. Rockefeller Jr. as a concerned and benevolent figure rather than a detached industrialist. Lee also orchestrated Rockefeller\'s visits to the mining communities, where he was photographed speaking with miners and their families, portraying a more compassionate and approachable image. These efforts were crucial in rehabilitating the Rockefeller name and set a precedent for modern public relations practices. The Rockefellers are controversial in history for a lot of reasons, including monoplistic practices and massacring striking workers in the 1914 Ludlow Massacre. So take that for what you will. Lee's importance in PR history lies in his introduction of the concept that organizations should engage in open communication with the public. For students, Lee\'s work is a reminder that PR is not just about promoting a client---it's also about maintaining trust and credibility with the public. His approach to transparency is a standard that all PR professionals should strive to uphold. Ivy Lee preached transparency and honest communication in public relations, but his actions sometimes contradicted these principles. For example, in his work with the Rockefellers during the Ludlow Massacre, Lee crafted narratives that downplayed the company's role, which some see as selective disclosure rather than full transparency. Additionally, his defense of controversial clients, like the German Dye Trust with ties to Nazi Germany, suggests that Lee didn't always adhere to the ethical standards he publicly promoted. **Slide 10: Edward Bernays** *Talking Points:* \"Edward Bernays, born in 1891 in Vienna, Austria, was the nephew of Sigmund Freud, which significantly influenced his work. Bernays played a key role in the Committee on Public Information, also known as the Creel Committee, during World War I. The committee was responsible for generating support for the war effort among the American public. Bernays applied propaganda techniques to shape public opinion, using media and messaging to portray the war as a fight for democracy and freedom, effectively rallying public support. After the war, 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 the manipulation of public opinion was essential to democracy, a belief that led to his controversial methods in shaping public perception. Bernays\' significance in PR history is profound because he was one of the first to understand and apply the science of psychology to influence public opinion. For students, studying Bernays is crucial because it demonstrates the power---and ethical implications---of using psychological strategies in PR. His work challenges PR professionals to consider the ethical boundaries of their influence on public perception. In 1923, he taught the first-ever course on public relations at New York University, where he formalized the practice as a distinct discipline, emphasizing its role in shaping public opinion and corporate communication. Together with his wife, Doris Fleischman, Bernays established one of the first public relations counseling firms. They worked with major clients, offering strategic advice on managing public image and crafting persuasive campaigns. Their firm helped define the modern PR industry, blending psychological insights with communication strategies to influence public perception. As academics, it\'s important to critically assess Bernays\' belief that the manipulation of public opinion is essential to democracy, a view that has sparked ongoing debate about the ethical boundaries of public relations. While Bernays saw shaping public perception as necessary for managing modern society, his methods, often involving psychological tactics, blur the line between informing and manipulating. Today, there\'s a stronger emphasis on ethical PR practices that prioritize transparency, honesty, and trust, reflecting a shift away from manipulation toward more responsible communication. This evolution invites continued examination of PR\'s role in upholding democratic values and ensuring it serves the public interest. Bernays was known for his self-promotion, often publicizing his own achievements and methods to enhance his reputation as the \"father of public relations.\" However, some of his tactics were controversial, as he sometimes used manipulative methods, such as creating artificial demand for products or staging events to generate media coverage. His use of psychological manipulation to shape public opinion, while effective, raised ethical concerns that continue to be debated today. In the 1920s, smoking was socially unacceptable for women, and this stigma reinforced broader anti-woman attitudes, casting women who smoked as immoral or unladylike. This societal bias limited women\'s freedom and was emblematic of the broader restrictions placed on women's rights and independence. Edward Bernays capitalized on this stigma in his 1929 \"Torches of Freedom\" campaign for the American Tobacco Company. He staged a stunt during the Easter Parade in New York, where women publicly smoked cigarettes, branding them as symbols of women\'s liberation. By orchestrating media coverage, Bernays linked smoking with women's independence, significantly boosting female cigarette sales. This campaign is often criticized for exploiting the feminist movement to promote a harmful product, using a societal bias to drive profit at the expense of public health. **Conclusion:** \"Understanding these historical figures and their contributions is vital because they each represent different aspects of public relations that continue to influence the field today. From Barnum's showmanship to Roosevelt's media relations, from Lee's emphasis on transparency to Bernays' psychological manipulation of public opinion, these pioneers shaped the tools and strategies we use in PR. As students, recognizing their influence will help you better understand the ethical considerations and strategic thinking required in this profession.\"