Public Relations: Evolution, History, and Practice PDF

5/11/2020 INTRODUCTION ØPUBLIC RELATIONS HAS ASSUMED IMMENSE IMPORTANCE OVER THE YEARS....

5/11/2020 INTRODUCTION ØPUBLIC RELATIONS HAS ASSUMED IMMENSE IMPORTANCE OVER THE YEARS. ØTHE IMPORTANCE OF THIS VITAL AND ALL EMBRACING DISCIPLINE CAN BE GAUGED FROM THE FACT THAT THE PRESENT INFORMATION AGE, IS ALSO EVOLUTION OF PUBLIC RELATIONS CALLED AS THE PUBLIC RELATIONS AGE! “PUBLIC RELATIONS THROUGH THE AGES: A TIMELINE OF ØAS THE VERY NAME SUGGESTS, PUBLIC RELATIONS IS A RELATIONSHIP, A SOCIAL MOVEMENTS, TECHNOLOGY MILESTONES AND THE RISE OF THE PROFESSION.” LIAISON OR A BRIDGE BETWEEN AN ORGANISATION AND ITS PUBLICS. BY ØINTERNATIONAL ENCYCLOPAEDIA OF COMMUNICATION HAS DEFINED THE KENNY MAKUNGU TERM PUBLIC RELATIONS AS THE INFORMATION ACTIVITIES AND POLICIES SENIOR LECTURER BY WHICH CORPORATIONS AND OTHER ORGANISATIONS SEEK NOT ONLY TO CREATE ATTITUDES FAVOURABLE TO THEMSELVES AND THEIR WORK BUT DEPARTMENT OF MEDIA AND COMMUNICATION STUDIES ALSO TO COUNTER ADVERSE ATTITUDES. GETTING WHERE YOU WANT TO GO BY KNOWING WHERE YOU HAVE BEEN INTRODUCTION (CONTINUED) INTRODUCTION (CONTINUED) vSO PR IS NOT A PRODUCT OF THE MODERN AGE. ØTHERE IS NO UNIVERSALLY AGREED HISTORY OF PUBLIC RELATIONS. § - ALTHOUGH THE TERM "PUBLIC RELATIONS" WAS NOT YET DEVELOPED, EARLY ØBUT MOST OF THE HISTORIANS ARE OF THE VIEW THAT MAN HAS BEEN USING FORMS OF PUBLIC INFLUENCE AND COMMUNICATIONS MANAGEMENT WAS PUBLIC RELATIONS SKILLS AND TECHNIQUES, SINCE THE TIME HE FORMED PRESENT IN ANCIENT CIVILIZATIONS. SOCIAL GROUPS, FOR MOULDING AND INFLUENCING PUBLIC OPINION. § - TRYING TO MANAGE PUBLIC OPINION, HOWEVER IS A MUCH OLDER ØARCHAEOLOGICAL FINDINGS OF OLD CIVILISATIONS IN ROME, EGYPT, PRACTICE THAN MOST PEOPLE REALIZE , DATING BACK AT LEAST TO THE TIME MESOPOTAMIA (ANCIENT IRAQ) SUBSTANTIATE THIS VIEW AND SHOW THAT OF EARLY CIVILIZATIONS. THOSE NATIONS HAVE BEEN USING SOME OF THE TECHNIQUES FOR PUBLIC OPINION FORMATION WHICH EVEN TODAY CONSTITUTE AN IMPORTANT PART § - THE THREE MAIN ELEMENTS OF PUBLIC RELATIONS ARE PRACTICALLY AS OLD OF PUBLIC RELATIONS. AS SOCIETY: INFORMING PEOPLE, PERSUADING PEOPLE, OR INTEGRATING PEOPLE WITH PEOPLE. ANCIENT ORIGINS OF PUBLIC RELATIONS PUBLIC RELATIONS’ ERA’S (DAWN OF THE AGES / 37000–17000 BC ) 1865 – 1900 - PRE SEED BACK ERA o CAVE DRAWINGS ARE AMONG THE EARLIEST FORMS OF COMMUNICATION. 1900 – 1917 - SEED BACK ERA o OFTEN THESE DRAWINGS WERE OF HANDS AND ANIMALS CREATED BY 1917 – 1919 - WORLD WAR I SPRAYING OR BLOWING PIGMENT UPON THE WALL. 1919 – 1929 - THE BOOMING 20’S o SOME OF THE EARLIEST KNOWN PAINTINGS ARE IN EL CASTILLO CAVE IN NORTHERN SPAIN, SOUTHERN FRANCE AND THE LIMESTONE CAVES OF 1930 – 1945 - THE FDR ERA INDONESIAN ISLAND OF SULAWESI. 1945 – 1965 - POST WAR 1965 – TODAY - GLOBAL INFORMATION SOCIETY 1  5/11/2020 AGE OF FAITH / C. 551 TO 479 BC: KONG AGE OF EMPIRES / 1500–1800 BC MOSES AND ANCIENT EGYPT. QIU (CONFUCIUS ) vWHEN GOD FREED HIS PEOPLE FROM EGYPT, HE CALLED UPON MOSES TO vCONFUCIUS IS REGARDED AS A GREAT CHINESE SOCIAL PHILOSOPHER, ASCEND MOUNT SINAI TO RECEIVE HIS COMMANDMENTS. POLITICAL THEORIST AND LIFELONG TEACHER. vTHE COMMANDMENTS EMBODIED THE RULES AND LAWS DESIGNED TO vFOUNDER OF CONFUCIANISM, HE BELIEVED IN FAMILY LOYALTY, MORALITY, GOVERN THEIR LIVES. JUSTICE AND RESPECTING ELDERS. vMOSES , GOD'S SPOKESPERSON, RETURNED TO HIS PEOPLE CARRYING THE vHE ALSO ADVOCATED FOR THE GOLDEN RULE, “DO NOT DO TO OTHERS CHISELLED STONE TABLETS WITH ITS TEN TALKING POINTS. WHAT YOU DO NOT WANT DONE TO YOURSELF.” AGE OF EMPIRES / 469 BC: PUBLIC OPINION MATTERS. GREEK PHILOSOPHERS SOCRATES, PLATO AND ARISTOTLE AGE OF FAITH / 1ST CENTURY: SAINT PAUL, APOSTLE, THEOLOGIAN AND LETTER WRITER ØGREEK PHILOSOPHERS SOCRATES, PLATO AND ARISTOTLE HEAVILY INFLUENCED vST. PAUL CREATED SOME OF THE EARLIEST CHRISTIAN WRITINGS. WESTERN PHILOSOPHY. vHE TRAVELLED AROUND THE MEDITERRANEAN AND SPREAD THE WORD ABOUT ØBASED IN ATHENS, SOCRATES (BORN 469 BC) ENGAGED YOUNG CROWDS OF JESUS. THINKERS IN DEBATE IN PUBLIC AREAS. ØAMONG HIS PUPILS WAS PLATO, WHO DOCUMENTED AND ADDED TO SOCRATES’ vRESPONSIBLE FOR WRITING 13 OF THE 27 BOOKS IN THE BIBLE, ST. PAUL’S PHILOSOPHY, AS WELL AS FOUNDING PLATO’S ACADEMY. WRITING WERE INTENDED TO ANSWER QUESTIONS AND TO BE READ ALOUD ØARISTOTLE , STUDENT OF PLATO, CREATED THE FIRST INSTITUTION FEATURING A DURING SERVICES. RESEARCH LIBRARY. AGE OF FAITH / 3RD CENTURY: SCROLLS AT THE AGE OF FAITH / 206 BC TO 220 AD: HAN DYNASTY. LIBRARY OF ALEXANDRIA. o DURING THE HAN DYNASTY, HANDWRITTEN NEWS SHEETS, CALLED TIPAO, qTHE LIBRARY OF ALEXANDRIA, AN EXTENSIVE LIBRARY THAT STORED MORE WERE DISSEMINATED AMONG GOVERNMENT OFFICIALS. THAN A HALF-MILLION SCROLLS, WAS A MEETING PLACE FOR SCHOLARS AND o THIS EARLY FORM OF NEWS WRITING WAS DISTRIBUTED AGAIN IN CHINA INTELLECTUALS. DURING THE TANG DYNASTY IN THE EIGHTH AND NINTH CENTURY. qIT’S BELIEVED THAT THE LIBRARY HAD GARDENS, DINING HALLS, SPACES FOR READING, LECTURE HALLS AND MEETING ROOMS. 2  5/11/2020 AGE OF FAITH / 390–400S: SAINT PATRICK (CONTINUED) vSAINT PATRICK, THE PATRON SAINT OF IRELAND, BEGAN HIS JOURNEY IN BRITAIN, AGE OF FAITH / C. 1162–1227: GENGHIS KHAN WHERE HE WAS KIDNAPPED AT 16 YEARS OLD AND TAKEN TO IRELAND TO BE A CHILD (CONTINUED) SLAVE. vESCAPING SIX YEARS LATER, HE RETURNED TO IRELAND TO HELP SPREAD CHRISTIANITY. ØKNOWN FOR HIS VIOLENT CONQUESTS IN ASIA, UNITED THE MONGOLS, AND WITH THE HELP OF HIS SUCCESSORS, CREATED AN EMPIRE. vLEGEND SAYS THAT HE USED THE SHAMROCK TO EXPLAIN THE HOLY TRINITY—FATHER, SON AND HOLY GHOST. ØHE IMPLEMENTED A SYSTEM OF WAY STATIONS FOR HORSES AND THEIR MESSENGER RIDERS, HELPING THE EMPIRE DISSEMINATE ORDERS AND RECEIVE vA SHAMROCK IS A YOUNG SPRIG, USED AS A SYMBOL OF IRELAND. NEWS. vSAINT PATRICK , IS SAID TO HAVE USED IT AS A METAPHOR FOR THE CHRISTIAN HOLY TRINITY. vTHE NAME SHAMROCK COMES FROM IRISH SEAMRÓG, WHICH IS THE DIMINUTIVE OF THE IRISH WORD SEAMAIR ÓG AND SIMPLY MEANS "YOUNG CLOVER ”. AGE OF PRINT / 1440: JOHANNES GUTENBERG. AGE OF PRINT / 1517: THE BEGINNING OF THE PROTESTANT REFORMATION (CONTINUED) üIN MAINZ, GERMANY, JOHANNES GUTENBERG REVOLUTIONIZED PRINTING THE BEGINNING OF THE PROTESTANT REFORMATION FINDS ITS ROOTS IN PRODUCTION WHEN HE CREATED THE PRINTING PRESS. THE “DISPUTATION ON THE POWER AND EFFICACY OF INDULGENCES” POSTED üUSING A WINE PRESS AND MOVABLE CAST METAL TYPE, HIS DEVICE COULD BY MARTIN LUTHER TO THE WITTENBERG PALACE CHURCH DOOR. MAKE DOCUMENTS AT A LOWER COST AND HIGHER VOLUME, RESULTING IN A THE DOCUMENT, KNOWN AS THE “95 THESES,” LISTED LUTHER’S GRIEVANCES DRAMATIC INCREASE TO ACCESSING KNOWLEDGE AND INFORMATION. WITH THE CATHOLIC CHURCH. USING THE GUTENBERG PRINTING PRESS, LUTHER SUPPORTERS MADE COPIES OF THE THESES, SPREADING THE WORD ACROSS AND BEYOND GERMANY. AGE OF PRINT / 1773: THE BOSTON TEA PARTY AGE OF PRINT / 1572–1627: (CONTINUED) ‘PROPAGANDA’ (CONTINUED) vAMERICAN COLONIST AND FOUNDING FATHER SAMUEL ADAMS WAS CONSIDERED BY SOME A “MASTER OF PROPAGANDA” WHO PROMOTED POLITICAL MESSAGES TO OPPOSE THE BRITISH MONARCHY. v‘PROPAGANDA’ THE LATIN WORD FOR PLANT AND ANIMAL REPRODUCTION, WAS REPURPOSED BY POPE GREGORY XIII (1572–85) WHEN HE CREATED DE vUSING THE WRITTEN WORD TO MOTIVATE CHANGE, HE FAMOUSLY INSPIRED PROPAGANDA FIDE, A COMMISSION OF CARDINALS TASKED WITH SPREADING THE BO STO N TEA PA R T Y, A TA X P R OT E S T H E P U B L IC IZ E D TO G R E AT CATHOLICISM TO NON-CATHOLIC COUNTRIES. ADVANTAGE. vUNDER POPE GREGORY XV, THE COMMISSION BECAME FORMALLY KNOWN vADAMS CONTINUED TO LOBBY COLONIAL LEADERS AND HELPED CONVINCE AS THE HOLY CONGREGATION FOR THE PROPAGATION OF THE FAITH (1622) THE MASSES TO DECLARE INDEPENDENCE FROM GREAT BRITAIN. AND IN 1627, A COLLEGIUM DE PROPAGANDA WAS FORMED BY POPE URBAN vTHE BOSTON TEA PARTY HAS BEEN CALLED ‘A PUBLIC RELATIONS EVENT’ OR VIII TO TRAIN MISSIONARIES. PSEUDO EVENT IN THAT IT WAS A STAGED EVENT INTENDED TO INFLUENCE THE PUBLIC. 3  5/11/2020 AGE OF PRINT / 1776: THE BREAK FROM GREAT AGE OF PRINT / 1829: THE WHITE HOUSE BRITAIN. (CONTINUED) COMMUNICATES. (CONTINUED) THOMAS PAINE WROTE COMMON SENSE , A PLAINLY-WRITTEN PAMPHLET TO ØNEWSPAPER OWNER AMOS KENDELL (LEFT) WAS CONSIDERED ONE OF THE PERSUADE THE MASSES IN SUPPORT OF THE AMERICAN REVOLUTION. MOST IMPORTANT SHAPERS OF JOURNALISM OF THE 19TH CENTURY. JUST FIVE MONTHS LATER, THE DECLARATION OF INDEPENDENCE, WRITTEN ØHE BECAME THE MOST INFLUENTIAL MEMBER OF PRESIDENT ANDREW PRIMARILY BY THOMAS JEFFERSON WHEN THE REVOLUTION WAS ALREADY IN JACKSON’S CABINET, DRAFTING MANY OF JACKSON’S POLICY MESSAGES RE- FULL SWING, DESCRIBED THE FUTURE GOVERNMENT’S POWERS AND CASTING THE PRESIDENT’S IMAGE FROM A SOUTHERN-BORN WAR HERO TO A PRINCIPLES. POLISHED INTELLECTUAL. AGE OF MASS MEDIA / 19TH CENTURY: AGE OF AGE OF PRINT / 1831: THE ABOLITIONISTS. INVENTION (CONTINUED) üMANY COMMUNICATION INVENTIONS EMERGED DURING THE 1800S AND 1900S: üTHE TELEGRAPH (SAMUEL MORSE, 1830S); vIN 1845, FREDERICK DOUGLASS, AN AFRICAN-AMERICAN STATESMAN AND LEADER OF THE ABOLITIONIST MOVEMENT, WAS INSPIRED TO PUBLISH THE NORTH STAR , AN üTHE DAGUERREOTYPE (LOUIS JACQUES MANDE DAGUERRE, 1839); ANTI-SLAVERY NEWSPAPER. üTHE TELEPHONE (ALEXANDER GRAHAM BELL, 1876); vTHE NORTH STAR WAS INSPIRED BY WILLIAM LLOYD GARRISON’S WEEKLY ANTI- SLAVERY NEWSPAPER, THE LIBERATOR , LAUNCHED IN 1831. üTHE PHONOGRAPH (THOMAS EDISON, 1877); vGARRISON , WAS A PROMINENT JOURNALIST AND ABOLITIONIST. üTHE GRAMOPHONE (EMILE BERLINER, 1887), vBOTH DOUGLASS AND GARRISON LATER BECAME VOCAL WOMAN SUFFRAGE üTHE MOTION PICTURE CAMERA AND WIRELESS TELEGRAPHY (THOMAS EDISON, SUPPORTERS. 1892 AND 1896); TESLA COILS (NIKOLA TESLA, 1897); AND üLONG DISTANCE RADIO COMMUNICATION (GUGLIELMO MARCONI, C. 1900). AGE OF MASS MEDIA / 1871: PHINEAS TAYLOR (P.T.) BARNUM (CONTINUED) AGE OF MASS MEDIA / 1882: WORDS CANNOT BE UNSAID P T. BARNUM WAS A MASTER OF PRESS AGENTRY, AN EARLY FORM OF (CONTINUED) PUBLICITY WHICH RELIED ON “PSEUDO” EVENTS AND OFTEN DECEPTION IN THE NAME OF PROMOTION. RAILROAD MAGNATE WILLIAM HENRY VANDERBILT’S NOW INFAMOUS KNOWN FOR DISPLAYING GEORGE WASHINGTON’S 161-YEAR-OLD NURSE DECLARATION, “THE PUBLIC BE DAMNED,” TO AN IMPATIENT REPORTER AND FEEJEE MERMAID, HE ALSO CREATED “THE GREATEST SHOW ON EARTH” IN FOLLOWED GROWING RESENTMENT TO THE RAILROAD’S MONOPOLY ON 1871. LONG-DISTANCE TRAVEL, EXORBITANT FREIGHT CHARGES AND FAVOURED THIS TRAVELING SHOW, FEATURING JUMBO THE ELEPHANT, BECAME BARNUM CUSTOMER KICKBACKS. AND BAILEY CIRCUS IN 1881. VANDERBILT'S UTTERANCE LANDED ON THE FRONT PAGE OF HUNDREDS OF IN 1884, BARNUM SENT 21 ELEPHANTS, INCLUDING JUMBO, AND 17 CAMELS NEWSPAPERS AND INSPIRED ENDLESS EDITORIALS, SERMONS, POLITICAL ACROSS THE BROOKLYN BRIDGE TO DEMONSTRATE ITS STRENGTH. SPEECHES AND CARTOONS. 4  5/11/2020 AGE OF MASS MEDIA / 1906: IVY LEE AGE OF MASS MEDIA / 1906: IVY LEE (CONTINUED) o IVY LEE: THE FIRST PUBLIC RELATIONS COUNSELOR o LEE WAS A FORMER BUSINESS REPORTER AT THE NEW YORK WORLD. ØIVY LEE: THE PUBLIC SHALL BE INFORMED. o EMERGENCE OF MODERN PR BEGAN IN 1906 WHEN LEE WAS HIRED BY THE COAL INDUSTRY, THEN EMBROILED IN A STRIKE. MINERS LEADERS WAS TALKING § ISSUED BY IVY LEE TO EDITORS AT CITY NEWSPAPERS, THE “DECLARATION OF TO REPORTERS, PROVIDING FACTS AND FIGURES, BUT COAL OWNERS LEADER PRINCIPLES” STATED THAT THE PRESS AND PUBLIC SHOULD RECEIVE ACCURATE HAD REFUSED TO TALK TO THE PRESS. AND TIMELY INFORMATION REGARDING A COMPANY’S ACTIONS. o LEE PERSUADED LEADERS TO CHANGE THEIR ATTITUDE. LEE ISSUED A “DECLARATION OF PRINCIPLES” WHICH SIGNALED THE END OF THE “PUBLIC-BE § LEE POSITIONED HIMSELF AS A MEDIATOR, BELIEVING RATIONAL PEOPLE DAMNED” ATTITUDE OF BUSINESS AND THE BEGINNING OF THE “PUBLIC-BE- INFORMED” ERA. WOULD MAKE GOOD DECISIONS WHEN PRESENTED WITH CORRECT o LEE IN 1914 WAS HIRED BY INDUSTRIALIST JOHN D. ROCKEFELLER IN THE WAKE INFORMATION. OF THE “LUDLOW MASSACRE” IN COLORADO, A STRIKE AT ROCKEFELLER’S FUEL AND IRON PLANT. HE GOT ROCKEFELLER TO TALK TO THE PRESS AND THE § HE WAS FAMOUSLY HIRED BY THE RICHEST MAN IN THE WORLD, JOHN D. STRIKING WORKERS, STAGED EVENTS AND PORTRAYED THE TYCOON AS ROCKEFELLER, AND HELPED CHANGE ROCKEFELLER’S PUBLIC IMAGE FROM A SERIOUSLY CONCERNED ABOUT HIS WORKERS o LEE’S INNOVATIVE NEW YORK SUBWAY POSTER SERIES STARTING IN 1916. VILIFIED OIL BARON TO A WELL-LOVED PHILANTHROPIST. AGE OF MASS MEDIA / 1917: THE COMMITTEE ON PUBLIC INFORMATION (CPI), OR CREEL COMMISSION AGE OF MASS MEDIA / 1919: DORIS FLEISCHMAN (CONTINUED) T H E C O M M I T T E E O N P U B L I C I N F O R M AT I O N ( C P I ) , O R C R E E L COMMISSION, WAS CREATED BY PRESIDENT WILSON IN ORDER TO CHANGE ØDORIS FLEISCHMAN WAS A FEMINIST PIONEER, JOURNALIST AND AUTHOR. PUBLIC OPINION TO SUPPORT THE U.S. ENTERING WWI. ØSHE ADVOCATED WOMEN’S RIGHTS AND WAS THE FIRST WOMAN TO USE LED BY GEORGE CREEL (PICTURED, LEFT), THE COMMITTEE USED MANY HER MAIDEN NAME ON HER PASSPORT AND ON HER DAUGHTERS’ BIRTH TECHNIQUES INCLUDING POSTERS, BILLBOARDS AND "FOUR-MINUTE MEN"— CERTIFICATES. VOLUNTEERS WHO SPOKE AT MEETINGS AND MOVIE THEATRES. ØAS BUSINESS PARTNER AND WIFE OF EDWARD BERNAYS, SHE WROTE PRESS PR PRACTITIONER EDWARD BERNAYS (CENTRE) WAS ACTIVE IN THE CPI’S RELEASES AND SPEECHES FOR HIS FIRM. FOREIGN PRESS BUREAU, AND CARL BYOIR (RIGHT) ACTED AS CPI’S ASSOCIATE ØTHE “NOTES OF A RETIRING FEMINIST” ARTICLE (1949) AND A WIFE IS MANY CHAIRMAN. WOMEN MEMOIR (1955) ARE TWO OF HER MANY CONTRIBUTIONS. AGE OF MASS MEDIA / 1923: EDWARD L. AGE OF MASS MEDIA / 1923: EDWARD L. BERNAYS (CONTINUED) BERNAYS (CONTINUED) vEDWARD L. BERNAYS PRESENTED THE CONCEPT OF A “TWO-WAY-STREET” EDWARD BERNAYS AND HIS WIFE AND BUSINESS PARTNER DORIS FLEISCHMAN: HELPED DEFINE PR’S COUNSELING ROLE AS ADVISERS TO BETWEEN A COMPANY AND THE PUBLIC IN HIS GROUND BREAKING 1923 CORPORATE AND INSTITUTIONAL MANAGEMENTS BEGINNING IN THE BOOK, CRYSTALLIZING PUBLIC OPINION. 1920S. BERNAYS—WIDELY ACKNOWLEDGED AS THE FOUNDER OF MODERN vWITHIN THIS DYNAMIC, THE PUBLIC RELATIONS COUNSELLOR WAS EXPECTED PUBLIC RELATIONS- WROTE THE INFLUENTIAL 1923 BOOK, “CRYSTALLIZING TO EXPLAIN THE PUBLIC TO THE CLIENT AND VICE VERSA. PUBLIC OPINION” THAT WAS THE FIRST TO SET DOWN THE BROAD PRINCIPLES THAT GOVERN THE NEW PROFESSION OF ‘PUBLIC RELATIONS vCONTRARY TO THE MISCONCEPTION OF PUBLIC RELATIONS AS DECEPTIVE COUNSEL.’” MANIPULATION, THIS TWO-WAY APPROACH INTEGRATED THE PUBLIC’S BERNAYS CALLED PR “THE ENGINEERING OF CONSENT.” EXPERIENCE WITH THE PRACTICE OF PR. 5  5/11/2020 AGE OF MASS MEDIA / 1927 ONWARD: RISE AGE OF MASS MEDIA / 1930S: RISE OF PR OF IN-HOUSE CORPORATE PR (CONTINUED) DURING THE DEPRESSION (CONTINUED) qRISE OF IN-HOUSE CORPORATE PR. DURING THE HEIGHT OF THE DEPRESSION, THE NATIONAL ASSOCIATION OF § THE WORLD’S LARGEST COMPANIES RELIED ON INTERNAL PUBLIC RELATIONS MANUFACTURERS (NAM) BECAME THE FIRST INDUSTRY TRADE ASSOCIATION TO COUNSELLORS, INCLUDING THEM AMONG THEIR SENIOR-MOST ADVISORS. CREATE A PR DEPARTMENT, LAUNCHING A 13-YEAR CAMPAIGN TO IMPROVE THE PUBLIC ATTITUDES TOWARD BUSINESS. § L TO R: BETSY PLANK (EDELMAN), PAUL GARRETT (GM), DOROTHY GREGG (CELANESE), ARTHUR PAGE (AT&T, 1927) AND MARILYN LAURIE (AT&T, 1971). THE CAMPAIGN INCLUDED MOVIE SHORTS, LEAFLETS, A RADIO SERIAL (“THE AMERICAN FAMILY ROBINSON”) AND A DAILY COLUMN. AGE OF MASS MEDIA / 1933: CAMPAIGNS INC. AGE OF MASS MEDIA / 1939: TELEVISION PERVADES (CONTINUED) THE LANDSCAPE (CONTINUED) ØCAMPAIGNS INC. , THE FIRST POLITICAL CONSULTING FIRM, WAS CREATED BY ØAT THE 1939 NEW YORK WORLD’S FAIR, THE RADIO CORPORATION OF HUSBAND AND WIFE TEAM CLEM WHITAKER AND LEONE BAXTER. AMERICA (RCA) INTRODUCED THE ALL-ELECTRONIC TELEVISION. ØTHE FIRM OFTEN WORKED WITH REPUBLICAN CANDIDATES AND CREATED TECHNIQUES STILL USED TODAY. ØBY THE 1950S, TELEVISIONS HAD SWEPT THE NATION, BRINGING NEWS, ENTERTAINMENT AND ADVERTISEMENTS INTO THE HOME. AGE OF MASS MEDIA / 1942: WORLD WAR II AGE OF MASS MEDIA / 1930S – 1950S: THE SAW THE INTRODUCTION OF A VARIETY OF PR PROFESSION BLOSSOMS INTO AN TECHNIQUES (CONT.) INDUSTRY. (CONTINUED) W O R L D WA R I I S AW T H E I N T RO D U C T I O N O F A VA R I E T Y O F P R o FOLLOWING THE WAR THERE WAS A BURST IN PUBLIC RELATIONS AGENCIES. TECHNIQUES. o THE FIELD WAS DEVELOPING INTO A BUSINESS. IN GERMANY, JOSEPH GOEBBELS HEADED PROPAGANDA MOVEMENTS FOR o NOTABLE AGENCIES INCLUDING CARL BYOIR & ASSOCIATES (1930), EDELMAN HITLER, ENSURING ALL COMMUNICATION WAS IN SUPPORT OF THE NAZIS (1952) AND BURSON-MARSTELLER (1953) WOULD CONTINUE TO FLOURISH REGIME. AND BECOME MULTINATIONAL FIRMS. ACROSS THE POND, THE U.S. CREATED THE OFFICE OF WAR INFORMATION o SHOWN , L TO R: DENNY GRISWOLD, AL FLEISHMAN, BARBARA HUNTER ( VIDEO), (1942), TO CENSOR WAR NEWS, DOCUMENT SOCIAL CHANGE AND CREATE A DAN EDELMAN ( VIDEO), HAROLD BURSON ( VIDEO) AND INEZ KAISER ( AUDIO). CENTRAL MEANS FOR GOVERNMENT TO COMMUNICATE ABOUT THE WAR. 6  5/11/2020 KEY 20TH CENTURY AMERICAN FIGURES WHO (INDIRECTLY) ADVANCED PUBLIC RELATIONS: AGE OF MASS MEDIA / 1950S–1970S: MEDIA SPURS SOCIAL CHANGE (CONTINUED) ØTHE GROWTH OF LARGE INSTITUTIONS, HEIGHTENED PUBLIC AWARENESS AND MEDIA SOPHISTICATION RESULTED IN INCREASING INCIDENCE OF SOCIETAL HENRY FORD—RECOGNIZED AS THE FIRST MAJOR INDUSTRIALIST TO CHANGE, CONFLICT AND CONFRONTATION. UTILIZE TWO BASIC PR CONCEPTS: “POSITIONING” – THE IDEA THAT CREDIT AND PUBLICITY ALWAYS GO TO THOSE WHO DO SOMETHING ØPOSTERS , BUTTONS, ANTHEMS AND CHANTS WERE AMONG THE TOOLS USED FIRST-- AND READY ACCESSIBILITY TO THE PRESS IN THE MOST NOTABLE SOCIAL MOVEMENTS OF THE 20TH CENTURY. THEODORE ROOSEVELT: PROVED A MASTER IN GENERATING PUBLICITY. HE WA S T H E F I R S T P R E S I D E N T TO M A K E E X T E N S I V E U S E O F N E W S ØMASSIVE PROTESTS TO END HATE, DISCRIMINATION AND WAR WERE LED WITH CONFERENCES AND INTERVIEWING IN DRUMMING UP SUPPORT FOR HIS THE STEADY BEAT OF “WE SHALL OVERCOME,” “EQUALITY NOW” AND “MAKE PROJECTS. AND HE KNEW THE VALUE OF THE PRESIDENTIAL TOUR FOR PUBLICITY PURPOSES LOVE, NOT WAR.” PR’S EVOLVING PRACTICE AND PHILOSOPHY (CONT’D) PR’S EVOLVING PRACTICE AND PHILOSOPHY q1920S—THANKS TO THE BREAKTHROUGHS IN SOCIAL SCIENCE RESEARCH, THE FOCUS OF PR SHIFTED TO THE PSYCHOLOGICAL AND SOCIOLOGICAL 1800S—PRESS AGENTRY MODEL—BEST REPRESENTED BY THE HYPE AND EFFECTS OF PERSUASIVE COMMUNICATION ON TARGET AUDIENCES. EXAGGERATIONS OF P.T. BARNUM AND VARIOUS LAND DEVELOPERS qREX HARLOW, EDWARD BERNAYS AND OTHERS BELIEVED ANY CAMPAIGN EARLY 20TH CENTURY—PR BEGAN TO REINVENT ITSELF ALONG JOURNALISTIC LINES, MAINLY BECAUSE FORMER NEWSPAPER REPORTERS SUCH AS IVY LEE SHOULD BE BASED ON FEEDBACK AND AN ANALYSIS OF AN AUDIENCE’S STARTED TO DO PR WORK AND COUNSELING— EXTENSION OF THE DISPOSITION AND VALUE SYSTEM SO MESSAGES COULD BE STRUCTURED FOR JOURNALISTIC FUN CTIO N FO CUSIN G O N THE “DISSEM IN ATIO N O F INFORMATION OR ONE-WAY COMMUNICATION MODELS IN WHICH THE MAXIMUM EFFECT (I.E. SCIENTIFIC PERSUASION BASED ON THE RESEARCH OF QUALITY OF INFORMATION WAS IMPORTANT BUT AUDIENCE FEEDBACK HAD THE TARGET AUDIENCE) YET TO BE FULLY CONSIDERED.” PR’S EVOLVING PRACTICE AND PHILOSOPHY (CONT’D) PR’S EVOLVING PRACTICE AND q1960S—ISSUES MANAGEMENT WAS ADDED TO THE JOB DESCRIPTION OF PR PHILOSOPHY (CONT’D) MANAGERS BECAUSE OF THE VIETNAM WAR, CIVIL RIGHTS, THE WOMEN’S q 1970S—ERA OF REFORM IN THE STOCK MARKET AND INVESTOR RELATIONS. MOVEMENT, ENVIRONMENTAL CONCERN GROWTH. COMPANIES MUST IMMEDIATELY DISCLOSE ANY INFORMATION THAT MAY qTHE IDEA THAT PR SHOULD BE MORE THAN PERSUADING PEOPLE THAT CORPORATE POLICY WAS CORRECT. AFFECT THE VALUE OF ITS STOCK. qTHE IDEA EMERGED THAT PERHAPS IT WOULD BE BENEFICIAL TO HAVE A qTHE FIELD OF INVESTOR RELATIONS BOOMED. DIALOGUE WITH VARIOUS PUBLICS AND ADAPT CORPORATE POLICY TO THEIR PARTICULAR CONCERNS. q1980S—THE CONCEPT OF PR AS A MANAGEMENT FUNCTION IS IN FULL BLOOM. q“STRATEGIC” BECAME A PR BUZZWORD AND MBO (MANAGEMENT BY OBJECTIVE) WAS HEAVILY ENDORSED BY PR PRACTITIONERS 7  5/11/2020 TRENDS IN PR PR’S EVOLVING PRACTICE AND PHILOSOPHY (CONT’D) FEMINIZATION OF THE FIELD—TODAY WOMEN CONSTITUTE 70 PERCENT OF PR PRACTITIONERS. REASONS? (P.61-2) 1990S—REPUTATION OR PERCEPTION MANAGEMENT WERE THE BUZZ ABOUT 65 PERCENT OF ALL MAJORS IN JOURNALISM AND MASS COMMUNICATIONS PROGRAMS ARE NOW WOMEN, AND IT’S ESTIMATED PHRASES—THE IDEA OF PR PEOPLE WORKING TO MAINTAIN CREDIBILITY, TO THAT 70 PERCENT OF PUBLIC RELATIONS MAJORS ARE FEMALE BUILD SOLID INTERNAL AND EXTERNAL RELATIONSHIPS, AND TO MANAGE BUT WOMEN STILL EARN ONLY ABOUT 75 CENTS FOR EVERY DOLLAR EARNED BY MEN (OVERALL, NOT JUST IN PR) ISSUES THE EXECUTIVE RANKS IN PR ARE STILL PREDOMINANTLY MALE, BUT THE 2000—THE CONCEPT GROWS OF PR AS THE PRACTICE OF “RELATIONSHIP NUMBER OF FEMALES HAS INCREASED DRAMATICALLY IN THE PAST SEVERAL YEARS MANAGEMENT.” PR PEOPLE, THE IDEA GOES, ARE IN THE BUSINESS OF BUILDING AND FOSTERING RELATIONSHIPS WITH AN ORGANIZATION’S VARIOUS PUBLICS. TRENDS (CONT’D) TRENDS (CONT’D) THE ADVENT OF “TRANSPARENCY”—COMPANIES COMMITTED TO BEING MORE OPEN—THE PUBLIC IS DEMANDING MORE ACCOUNTABILITY FROM INCREASED EMPHASIS ON EVALUATION—PR PROS WILL CONTINUE TO ALL OF SOCIETY’S INSTITUTIONS IMPROVE MEASUREMENT TECHNIQUES FOR SHOWING MANAGEMENT THE INTERNET/WEBSITES ALLOW COMPANIES TO SHARE MORE “INSIDER”- HOW THEIR ACTIVITIES ACTUALLY CONTRIBUTE TO THE BOTTOM LINE. TYPE INFORMATION THEY MAY NOT HAVE SHARED IN THE PAST MANAGING THE 24/7 NEWS CYCLE—THE NEED FOR PR PEOPLE TO R I S E O F S O C I A L M E D I A — A N E W C AT E G O RY O F “ M A S S ” CONSTANTLY UPDATE INFORMATION, ANSWER JOURNALISTS’ INQUIRIES AT COMMUNICATIONS THAT PR MUST TAP INTO WITH RSS FEEDS, PODCASTS, A L L H O U R S O F T H E D AY S, A N D B E AWA R E T H AT A N Y A N D A L L BLOGS, VLOGS, YOUTUBE, MYSPACE, FACEBOOK, WEBCASTS, ETC. NEW INFORMATION IS READILY AVAILABLE TO A WORLDWIDE AUDIENCE. OPP. TO COMMUNICATE! TRENDS (CONT’D) NEW DIRECTION IN MASS MEDIA—TRADITIONAL MEDIA AREN’T WHAT THEY AGE OF DIGITAL MEDIA / 1969: BIRTH OF THE USED TO BE. INTERNET. CIRCULATION OF NEWSPAPERS DOWN 990 AND NETWORK EVENING NEWS RATINGS HAVE ALSO BEEN DOWN SINCE 1993. vBIRTH OF THE INTERNET. PR IS NOW EXPANDING COMMUNICATION TOOLS TO ACCOUNT FOR THE ON OCT. 29, 1969, THE ADVANCED RESEARCH PROJECTS AGENCY NETWORK FACT THAT NO SINGLE MASS MEDIA, OR COMBINATION OF THEM, WILL BE (ARPANET) CONNECTED A COMPUTER AT STANFORD TO A COMPUTER IN UCLA A GOOD VEHICLE FOR REACHING KEY PUBLICS. USING SATELLITE COMMUNICATION, GIVING RISE TO INTERNET. THERE IS, FOR EXAMPLE, MORE ELECTRONIC PREPARATION OF MEDIA MATERIALS. TO MANY PROFESSIONALS, THE PRINTED NEWS RELEASE AND MEDIA KIT ARE BECOMING ARTIFACTS OF THE PAST. 8  5/11/2020 AGE OF DIGITAL MEDIA / 1982: CRISIS COMMUNICATION. (CONTINUED) AGE OF DIGITAL MEDIA / 20TH CENTURY: RISE OF INTEGRATED MEDIA. (CONTINUED) vCRISIS COMMUNICATION. qRISE OF INTEGRATED MEDIA. § IN SEPTEMBER 1982, SEVEN PEOPLE IN ILLINOIS DIED AFTER TAKING POTASSIUM CYANIDE-LACED TYLENOL CAPSULES. ØWHILE THE LARGEST PUBLIC RELATIONS FIRMS (EDELMAN, WEBER SHANDWICK, FLEISHMAN HILLARD , AND OTHERS) FLOURISHED AND EXPANDED THEIR § JOHNSON & JOHNSON’S CCO LARRY FOSTER AND ADVISOR HAROLD C O M M U N I C AT I O N S S C O P E A N D M A R K E T S D U R I N G T H E 2 0 T H BURSON COUNSELLED CEO JAMES BURKE THROUGH THE CRISIS. CENTURY, HOLDING COMPANIES ALSO SPROUTED UP AS THEY PURCHASED § WORKING WITH THE POLICE, FDA AND MEDIA, THEY ISSUED A NATIONWIDE AND CONGLOMERATED MANY ADVERTISING, MARKETING AND PUBLIC RECALL, DELIVERED WARNINGS AND CREATED NEW TAMPER-PROOF RELATIONS FIRMS. PACKAGING. ØHOLDING COMPANIES INCLUDED PUBLICIS GROUPE (1926), WPP (1971) AND § JOHNSON & JOHNSON’S HANDLING OF THE TRAGEDY SET A STANDARD AND OMNICOM GROUP (1986) AND OTHERS, MAKING IT POSSIBLE TO PENETRATE REMAINS A MODEL FOR EFFECTIVE CRISIS RESPONSE AND CORPORATE EVEN LARGER MARKETS AND PROVIDE MULTIPLE SERVICES. RESPONSIBILITY. SOCIAL MEDIA IN POLITICS: AGE OF DIGITAL MEDIA / 2008 AGE OF DIGITAL MEDIA / 2015: EMBRACING ØSOCIAL MEDIA IN POLITICS. VIRTUAL REALITY (VR ) (CONTINUED) üTHE 2008 PRESIDENTIAL ELECTION WAS THE FIRST TIME SOCIAL MEDIA WAS USED EXTENSIVELY AND EFFECTIVELY TO CONNECT POLITICIANS AND VOTERS. vEMBRACING VIRTUAL REALITY (VR). üBARACK OBAMA USED FACEBOOK, YOUTUBE, MYSPACE, TWITTER, DIGG, THE NEW YORK TIMES ADDED TO THE DIMENSIONS OF STORYTELLING WHEN BLACKPLANET, LINKEDIN, ASIANAVE AND MORE TO GAIN THE YOUTH VOTE IT TRANSFORMED AN ORDINARY CARDBOARD BOX, WHEN COMBINED WITH A AND WIN THE ELECTION. SMARTPHONE, INTO A VIRTUAL REALITY DEVICE. üSOCIAL MEDIA’S UNPRECEDENTED GROWTH AT THE START OF THE 21ST CREATED FOR VIDEO-ONLY STORIES SHOT IN 360 DEGREES, THE DEVICE CENTURY BROUGHT PROFOUND CHANGES IN HUMAN CONNECTIONS. IMMERSES THE VIEWER INTO THE STORY. üTHE PUBLIC RELATIONS PROFESSION TOOK A LEADERSHIP ROLE IN SOCIAL MEDIA’S USE AND DEVELOPMENT AS A TWO-WAY COMMUNICATION TOOL. DIFFERING VIEWS ON THE PHASES OF PUBLIC DIFFERING VIEWS ON THE PHASES OF PUBLIC RELATIONS PRACTICE (CONTINUED) RELATIONS PRACTICE ØOR , PHRASED ANOTHER WAY, THERE'S A BIG DIFFERENCE BETW EEN ØTODAY, PUBLIC RELATIONS IS USUALLY SEEN AS BEING IN THE THIRD PHASE OR PRACTICING COMMON SENSE "PUBLIC RELATIONS" AND DEVELOPING A ERA OF ITS PROFESSIONAL DEVELOPMENT. PROFESSIONAL PUBLIC RELATIONS PRACTICE. ØAND, WHILE MANY PRACTITIONERS STILL ACT WITH THE MIND-SET AND VALUES ØA N D , N O O N E D I S P U T E S T H AT P U B L I C R E L AT I O N S H A S C H A N G E D OF THE TWO EARLIER ERAS, THE MOST SUCCESSFUL PRACTITIONERS NOW DRAMATICALLY SINCE IT EMERGED AS A DISTINCT DISCIPLINE AND VIABLE SEEM TO USE THE LESS-SELF-SERVING APPROACHES THAT ARE CHARACTERISTIC CAREER PATH IN THE SECOND HALF OF THE 19TH CENTURY. OF THE THIRD PHASE. ØIT'S GROWN TREMENDOUSLY IN SIZE, SCOPE, AND SIGNIFICANCE. ØEVEN THE WRITERS WHO BLUNTLY ASSERT THAT PUBLIC RELATIONS IS AS OLD ØTHIS GROWTH HAS BEEN PARTICULARLY DRAMATIC IN THE LAST FEW DECADES, AS CIVILIZATION AND IMPLICIT IN ALL HUMAN INTERACTIONS ADMIT THERE'S A AND IT'S BEEN ACCOMPANIED BY A GROWING RECOGNITION OF PUBLIC TREMENDOUS DIFFERENCE BETWEEN THE CONCEPT OF PUBLIC RELATIONS AND RELATIONS' EXPANDING ROLE AND INFLUENCE IN ORGANIZATIONAL LIFE OF THE PROFESSION OF PUBLIC RELATIONS. ALL SORTS. 9  5/11/2020 DIFFERING VIEWS ON THE PHASES OF PUBLIC DIFFERING VIEWS ON THE PHASES OF PUBLIC RELATIONS PRACTICE (CONTINUED) RELATIONS PRACTICE (CONTINUED) ØIN MANY CORPORATIONS, GOVERNMENT AGENCIES, AND NON-PROFIT IN THE 1950S ORGANIZATIONS ASKED THEIR PUBLIC RELATIONS ORGANIZATIONS THE PUBLIC RELATIONS FUNCTION HAS BEEN ELEVATED FROM CONSULTING FIRMS, "HOW SHOULD WE SAY THIS?" ITS TRADITIONAL ROLE AS A SUPPORT SERVICE AND MADE IT AN INTEGRAL IN THE SOCIALLY TURBULENT 1960S AND 1970S, FACED WITH VARIOUS PART OF UPPER MANAGEMENT DECISION-MAKING. CONFRONTATIONS, THESE SAME ORGANIZATIONS ASKED THEIR PUBLIC ØJAMES DOWLING, THEN-PRESIDENT OF BURSON-MARSTELLER, ONE OF THE RELATIONS PEOPLE, "WHAT SHOULD WE SAY?" LARGEST WORLD-WIDE PR FIRMS, DESCRIBED THE CHANGES THAT HAVE TODAY THEY ASK, "WHAT SHOULD WE DO?" OCCURRED IN PUBLIC RELATIONS IN THE FOLLOWING WAY DURING AN INTERVIEW BY A THE NEW YORK TIMES REPORTER IN THE MID-1980S : PUBLIC RELATIONS HAS HAD A THREE-STAGE EVOLUTION. PUBLIC RELATIONS HAS HAD A THREE-STAGE § THE FIELD'S EARLIEST MANIFESTATIONS HAVE BEEN CALLED THE PUBLICITY PHASE EVOLUTION (CONTINUED) OF PUBLIC RELATIONS. § THIS WAS SO ITS PUBLICS WOULD UNDERSTAND, SYMPATHIZE WITH, AND § DURING THIS STAGE OF DEVELOPMENT PRACTITIONERS WERE PRIMARILY PATRONIZE THE ORGANIZATION. CONCERNED WITH CREATING AWARENESS AND BUILDING RECOGNITION FOR THE § SIMPLY GETTING THE ORGANIZATION'S MESSAGE OUT WASN'T ENOUGH. INDIVIDUAL OR ORGANIZATION EMPLOYING PUBLIC RELATIONS. § RECEIVERS HAD TO UNDERSTAND AND ACCEPT THE POINT OF VIEW OF THE § IT WAS/IS CLOSELY TIED TO ADVERTISING AND PROMOTION, AND GETTING "THE SENDING ORGANIZATION. MESSAGE" OUT TO THE WIDEST POSSIBLE AUDIENCES WAS/IS PARAMOUNT. § NOW, IN THE MUTUAL SATISFACTION PHASE OF PUBLIC RELATIONS § AS PRACTITIONERS EVOLVED INTO THE EXPLANATORY PHASE OF PUBLIC PRACTITIONERS ENCOURAGE ORGANIZATIONS AND THEIR PUBLICS TO ADAPT RELATIONS GREATER EMPHASIS WAS PLACED ON PROVIDING MORE COMPLETE TO ONE ANOTHER BY MAKING COMPLEMENTARY ADJUSTMENTS OR INFORMATION AND HAVING THE ORGANIZATION CLEARLY ARTICULATE THE COMPROMISES SO THAT BOTH BENEFIT FROM THEIR RELATIONSHIP. REASONS FOR ITS ACTIONS AND POLICIES. ALL THREE STAGES ARE PRACTICED TODAY PUBLIC RELATIONS HAS HAD A THREE-STAGE EVOLUTION (CONTINUED) ALTHOUGH EACH OF THESE PHASES IS CHARACTERIZED BY DISTINCTLY DIFFERENT STRATEGIES AND TECHNIQUES, THE SUCCEEDING PHASES DID NOT TOTALLY OBLITERATE OR REPLACE THE PRECEDING ONES. § PRACTITIONERS ARE NOW AS CONCERNED WITH IN-COMING MESSAGES AND INFORMATION THEY CAN USE TO COUNSEL MANAGEMENT ON CURRENT EVEN THOUGH MOST OF TODAY'S PUBLIC RELATIONS TEXTBOOKS TEACH THAT PUBLIC OPINION AS THEY ARE WITH DEVELOPING AND DELIVERING P U B L I C R E L AT I O N S F O C U S E S O N T H E M U T U A L A D A P T AT I O N O F OUTGOING MESSAGES. ORGANIZATIONS AND THEIR PUBLICS AND PROMOTE THE GOAL OF MUTUAL SATISFACTION OF ALL PARTIES TO A RELATIONSHIP, THERE ARE PRACTITIONERS WHO OPERATE AS IF THE FIELD WERE STILL IN AN EARLIER STAGE OF DEVELOPMENT. THERE ARE SOME PUBLIC RELATIONS PEOPLE WHO OPERATE LIKE FLAMBOYANT PRESS AGENTS AND TOUT THEIR CLIENTS. 10  5/11/2020 ALL THREE STAGES ARE PRACTICED TODAY ALL THREE STAGES ARE PRACTICED TODAY (CONTINUED) (CONTINUED) S O M E S I M P LY U S E O U T DAT E D P R AC T I C E S, W H I L E OT H E R S V I O L AT E OTHERS COME ACROSS LIKE MACHIAVELLIAN PERSUADERS WHO TRY TO CONTEMPORARY ETHICAL GUIDELINES. BAMBOOZLE THE PUBLIC WITH LESS THAN RELIABLE INFORMATION. FOR INSTANCE, MOST AMERICAN BUSINESSES TODAY DESCRIBE THEMSELVES AND, SOME OF THESE PRACTITIONERS ARE VERY SUCCESSFUL AT WHAT THEY AS "ENVIRONMENTALLY CONSCIOUS" AND CONCERNED ABOUT POLLUTION. DO AND MAKE A LOT OF MONEY DOING IT. DESPITE THIS, THERE ARE SOME BUSINESSES THAT POLLUTE THE ENVIRONMENT BUT, DON'T THINK PUBLIC RELATIONS IS THE ONLY FIELD IN WHICH THIS ON A DAILY BASIS BECAUSE THEY HAVEN'T ADOPTED STATE OF THE ART HAPPENS. TECHNOLOGY OR SIMPLY BECAUSE THEY DON'T CARE. THERE ARE MANY FIELDS IN WHICH THERE ARE INDIVIDUAL PRACTITIONERS WHILE THESE THROW-BACKS MAY BE DISTASTEFUL TO THOSE W HO WHO DON'T FOLLOW THE CURRENTLY ACCEPTED STANDARD PRACTICES OF ENCOUNTER THEM AND AN EMBARRASSMENT TO THE MAJORITY OF "CLEAN" THEIR PROFESSIONS IN WAYS THAT DISCREDIT THE FIELD AND EMBARRASS COMPANIES WITHIN THEIR INDUSTRIES, WE REALIZE THEIR BEHAVIOUR ISN'T OTHER PRACTITIONERS. THE NORM AND WE DON'T CONDEMN AN ENTIRE INDUSTRY FOR THEIR SHORTCOMINGS. ALL THREE STAGES ARE PRACTICED TODAY (CONTINUED) ALL THREE STAGES ARE PRACTICED TODAY (CONTINUED) SIMILARLY, MOST BUSINESSES DESCRIBE THEMSELVES, AND ARE ACCEPTED BY THE PUBLIC, AS HONEST AND FISCALLY RESPONSIBLE. THE MERE FACT THAT SOME PUBLIC RELATIONS PRACTITIONERS STILL STRESS NONETHELESS , THERE ARE OCCASIONAL WELL-PUBLICIZED SCANDALS SUCH PUBLICITY AND STRETCH TRUTH THE WAY P. T. BARNUM DID ISN'T A VALID AS ENRON. REASON FOR CONDEMNING THE ENTIRE PROFESSION AS MANIPULATIVE AND AND, WHILE ENRON AND ITS ACCOUNTING COMPANY, ARTHUR ANDERSON, EXPLOITATIVE. HAVE CERTAINLY FALLEN FROM PUBLIC FAVOUR , WE HAVEN'T CONDEMNED NO PROFESSION SHOULD BE JUDGED BY THE SHORTCOMINGS OF A FEW THE ENTIRE ENERGY DISTRIBUTION INDUSTRY OR ALL ACCOUNTANTS. PRACTITIONERS. THE SAME SHOULD BE TRUE OF THE WAY WE VIEW PUBLIC RELATIONS. EVOLUTION OF PUBLIC RELATIONS ACCORDING TO EVOLUTION OF PUBLIC RELATIONS ACCORDING TO JASON MATT JASON MATT (CONTINUED) ACCORDING TO MATT: TECHNOLOGY. SOCIAL MEDIA. CHANGING ATTITUDES INSTEAD, PR PROFESSIONALS ARE USING MEDIUMS THAT ARE VIRTUALLY FREE, TOWARD COMMUNICATIONS. LIKE EMAIL AND SOCIAL MEDIA. THESE FORCES HAVE ALL CHANGED THE WAY PUBLIC RELATIONS, AS AN PR FIRMS DON’T HAVE TO PASS THESE EXTRA COSTS FOR TIME ALONG TO INDUSTRY, OPERATES, AND THEY’RE PROBABLY THE BIGGEST DECIDING CLIENTS. FACTORS IN HOW PUBLIC RELATIONS OPERATES TODAY, COMPARED TO THIS ENABLES THEM TO OFFER THEIR SERVICES MORE EFFICIENTLY. YESTERDAY. v2. PR FIRMS NO LONGER HAVE TO ACCOUNT FOR LAG TIME IN SENDING OUT WHAT DOES THE EVOLUTION OF PUBLIC RELATIONS LOOK LIKE? INFORMATION. IN THE DIGITAL AGE, INFORMATION GOES OUT AND v1. THE ACT OF FAXING OUT (OR EVEN MAILING) NEWS/PRESS RELEASES IS CONNECTS WITH THE INTENDED AUDIENCE IMMEDIATELY. JUST ABOUT AS OBSOLETE AS TAKING PICTURES WITH A FILM CAMERA. JOURNALISTS ARE ADEPT AT USING THEIR SOCIAL MEDIA TOOLS TO SPREAD IT’S AN INEFFICIENT PROCESS THAT NOBODY USES ANYMORE. THE WORD QUICKLY. 11  5/11/2020 EVOLUTION OF PUBLIC RELATIONS ACCORDING TO EVOLUTION OF PUBLIC RELATIONS ACCORDING TO JASON MATT (CONTINUED) JASON MATT (CONTINUED) THERE IS NO MORE WAITING FOR THE MORNING EDITION OF THE NEWSPAPER THEY EACH WATCH WHAT THE OTHER HAS TO SAY ON TWITTER AND WORK TO COME OUT – THEY’RE GETTING IT OUT TO THEIR AUDIENCES AS QUICKLY SYMBIOTICALLY. AS THEY CAN TYPE IT. v4. PR STRATEGIES INVOLVE MULTIPLE AVENUES TO SEND A TARGETED AN ADDED BENEFIT: SOCIAL MEDIA TOOLS ARE TRACKABLE. MESSAGE … VERY QUICK AVENUES. v3. T H E D I V I D E B E T W E E N J O U R N A L I S T S A N D P R P R O F E S S I O N A L S I S THERE ARE MANY PLACES ONLINE WHERE THE TRADITIONAL NEWS/PRESS NARROWING. RELEASE CAN GET GOOD PLAY. YEARS AGO, JOURNALISTS WHO “JUMPED SHIP” AND TOOK A JOB WITH A PR PR PROS ARE ALSO REACHING OUT TO BLOGGERS, AS WELL AS JOURNALISTS. FIRM WOULD OFTEN BE REFERRED TO AS HAVING JOINED THE “DARK SIDE.” RELEASES ARE GETTING OUT ON SOCIAL MEDIA SITES, AND ARE FOLLOWED UP THAT’S NOT THE CASE ANY LONGER. B Y O P P O R T U N I T I E S TO I N T E R AC T W I T H T H E AU D I E N C E , S H A R E I N THERE IS NOW GREATER INTERACTION BETWEEN JOURNALISTS AND PR C O N V E R S AT I O N A N D G L E A N I N F O R M AT I O N T H AT C A N A F F E C T P R PERSONNEL. CAMPAIGNS IMMEDIATELY. EVOLUTION OF PUBLIC RELATIONS ACCORDING TO EVOLUTION OF PUBLIC RELATIONS ACCORDING TO JASON MATT (CONTINUED) JASON MATT (CONTINUED) v5. THE MIGRATION TO SMART PHONES HAS HAD A BIG IMPACT ON PR, AND THESE DAYS, SMART PR PROS ARE REACHING OUT TO TOP BLOGGERS WHO HAS ALSO HELPED THE INDUSTRY EVOLVE. WORK LIKE NON-TRADITIONAL JOURNALISTS. THE PHONE IS DEFINITELY NOT JUST FOR MAKING CALLS ANYMORE. PR MANY PUBLIC RELATIONS STRATEGIES TODAY INVOLVE WRITING REGULAR PROFESSIONALS USE MOBILE DEVICES TO CONNECT TO A VAST AUDIENCE BLOGS THAT FILL THE SAME SPACE. THAT IS CONSTANTLY CHECKING THEIR EMAILS AND SOCIAL MEDIA SITES. BLOGS THAT CREATE CONTENT, BUT ARE WRITTEN BY PR PROFESSIONALS, GO THE MOBILE DEVICES ARE ALSO BEING USED BY THIS AUDIENCE TO RETWEET, A LONG WAY IN DRIVING TRAFFIC AND RESONATING WITH A WIDER REPLY TO AND FORWARD INFORMATION THEY FIND INTERESTING. AUDIENCE. CONNECTING TO THEM IN THIS WAY IS A PART OF ALMOST EVERY PUBLIC THIS IS ALSO A MUCH MORE INTERACTIVE MEANS OF COMMUNICATING WITH RELATIONS STRATEGY. THE AUDIENCE; THEY HAVE A CHANCE TO WEIGH IN ON TOPICS AND FEEL A CONNECTION WITH THE BRAND. HISTORY OF PR IN ZAMBIA HISTORY OF PR IN ZAMBIA (CONTINUED) ØPUBLIC RELATIONS ACTIVITIES IN ZAMBIA CAN BE TRACED AS FAR BACK AS THE ØTHE EARLIEST PUBLIC RELATIONS CONSULTANCY FIRMS IN ZAMBIA WERE PART FEUDAL SYSTEMS WHEN CHIEFS PRESENTED THEMSELVES WITH PARTICULAR OF ADVERTISING AGENCIES WHICH WERE OWNED BY FOREIGNERS. IMAGES OR REPUTATION TO THEIR SUBJECTS. ØTHESE WERE MULTINATIONAL AGENCIES. THE FIRST TWO ESTABLISHED ØTHEIR INSIGNIA AND OTHER DECORATIONS THEY PUT ON PORTRAYED A THEMSELVES IN THE COUNTRY IN 1960 BEFORE INDEPENDENCE. PARTICULAR IMAGE. ØINDIGENOUS AGENCIES STARTED EMERGING AFTER INDEPENDENCE. ØFOR EXAMPLE, A CHIEF CLAD IN LION SKIN SYMBOLISED POWER. ØTHESE AGENCIES INCLUDED: ØPUBLIC RELATIONS PERMEATED THE PAST THROUGH TO THE COLONIAL vGRANT ADVERTISING AGENCY ADMINISTRATION WHICH USED MEDIA PUBLICITY FOR PROPAGANDA, TO G R A N T A DV E R T I S I N G WA S A U N I T E D S TAT E S O F A M E R I C A – BA S E D MANIPULATE PEOPLE DURING WAR TIMES, AND TO ORGANIZE OR OBTAIN INTERNATIONAL ADVERTISING AGENCY WHICH ESTABLISHED ITS PRESENCE IN LABOUR FOR THE MINES AMONG OTHER THINGS. NORTHERN RHODESIA IN 1960. 12  5/11/2020 HISTORY OF PR IN ZAMBIA (CONTINUED) HISTORY OF PR IN ZAMBIA (CONTINUED) THE AGENCY WAS FULL SERVICE WITH WORKFORCE WHICH PREDOMINANTLY THE AGENCY ESTABLISHED ITS OFFICES IN NDOLA THE THEN COMMERCIAL HUB CONSISTED OF WHITE EXPATRIATES. OF THE COUNTRY. GRANT ADVERTISING SET UP ITS OFFICES IN LUSAKA, IN WHAT WAS THEN NORTHERN RHODESIA BECAUSE AROUND THAT TIME MULTINATIONAL GREY ADVERTISING WAS A FULL SERVICE AGENCY AND ITS STAFF WAS ALSO COMPANIES WERE COMING TO DO BUSINESS IN THIS PART OF THE WORLD. PREDOMINANTLY WHITE FROM THE USA. IT WOUND UP ITS OPERATIONS IN 1972. THE AGENCY DID FAIRLY WELL IN ZAMBIAN ADVERTISING UNTIL 1978 WHEN ITS ASSETS WERE TRANSFERRED TO MCCANN ERICKSON ADVERTISING. vLIGHTFOOT ADVERTISING COMPANY LIMITED vGREY ADVERTISING LTD IN 1966 A PR CONSULTANCY FIRM CALLED LIGHTFOOT ADVERTISING GREY ADVERTISING WAS, LIKE GRANT ADVERTISING, A USA–BASED COMPANY LIMITED BECAME THE FIRST INDIGENOUS COMPANY. THIS WAS JUST INTERNATIONAL AGENCY WHICH ALSO CAME TO NORTHERN RHODESIA IN TWO YEARS AFTER ZAMBIA BECAME INDEPENDENT. 1960. HISTORY OF PR IN ZAMBIA (CONTINUED) HISTORY OF PR IN ZAMBIA (CONTINUED) IT WAS SET UP BY A MAN CALLED DONALD LIGHTFOOT WHO FOLLOWING HE WAS THE MANAGING DIRECTOR, WITH ULTIMATE RESPONSIBILITY OF THE HIS RETIREMENT AS DIRECTOR-GENERAL OF ZAMBIA BROADCASTING AFFAIRS OF THE AGENCY; HIS MAJOR ACTIVITY WAS IN THE PUBLIC RELATIONS C O R P O R AT I O N ( Z B C ) W H I C H C H A N G E D I T S N A M E T O Z A M B I A FIELD. BROADCASTING SERVICES (ZBS) IN 1966 DECIDED TO VENTURE INTO HIS WIFE, ANNE LIGHTFOOT WAS THE FINANCIAL DIRECTOR. CONSULTANCY. VERNON MWAANGA BOUGHT LIGHTFOOT ADVERTISING IN 1978. LIGHTFOOT ADVERTISING SPECIALISED IN ADVERTISING AND PUBLIC MWAANGA COULD NOT TAKE CHARGE OF THE ADMINISTRATION OF THE RELATIONS CONSULTANCY AND PRACTICE. AGENCY BECAUSE HE WAS ACTIVELY INVOLVED IN POLITICS. DONALD LIGHTFOOT WAS A MEMBER OF THE INSTITUTE OF PUBLIC RELATIONS HE RECRUITED JOHN LITTLE TO RUN THE AGENCY AS THE FIRST MANAGING AND A MEMBER OF THE INTERNATIONAL ADVERTISING ASSOCIATION. DIRECTOR, WHILE PETER JURGES WAS CREATIVE DIRECTOR HISTORY OF PR IN ZAMBIA (CONTINUED) HISTORY OF PR IN ZAMBIA (CONTINUED) FOR ABOUT ONE YEAR, THE COMPANY CONTINUED OPERATING UNDER THE L AT E R I N 1 9 8 8 J U R G E S WA S P OAC H E D B Y YO U N G A N D R U B I C A M NAME LIGHTFOOT ADVERTISING. ADVERTISING AFTER BEING OFFERED LUCRATIVE CONDITIONS. THIS NAME WAS BEING GRADUALLY FADED AWAY AS A NEW NAME, HE THEREAFTER BECAME MANAGING DIRECTOR OF YOUNG AND RUBICAM IN FLEETFOOT ADVERTISING WAS INTRODUCED. 1991. FOLLOWING THESE EVENTS, MUNTEMBA WAS PROMOTED TO REPLACE IN 1980 VERNON MWAANGA BOUGHT ANOTHER ADVERTISING AGENCY IN JURGES AS MANAGING DIRECTOR. ZIMBABWE AND IN VIEW OF CONSOLIDATING IT, SENT LITTLE TO BE MANAGING DIRECTOR. NORMAN MUNTEMBA WAS RUNNING FLEETFOOT ADVERTISING UNTIL 1991 WHEN HE WENT ON TO FORM HIS OWN GORMAN ADVERTISING AGENCY. MEANWHILE , PETER JURGES ASCENDED TO THE POSITION OF MANAGING DIRECTOR OF THE LUSAKA OFFICE AND NORMAN MUNTEMBA WHO L AT E R I N 1 9 8 8 J U R G E S WA S P OAC H E D B Y YO U N G A N D R U B I C A M PREVIOUSLY HAD WORK STINT AT LIGHTFOOT ADVERTISING WAS HIRED TO ADVERTISING AFTER BEING OFFERED LUCRATIVE CONDITIONS. SERVE AS ACCOUNTS MANAGER IN THE SAME YEAR 13  5/11/2020 HISTORY OF PR IN ZAMBIA (CONTINUED) GROWTH PERIOD IN ZAMBIA HE THEREAFTER BECAME MANAGING DIRECTOR OF YOUNG AND RUBICAM IN OVER THE YEARS, A NUMBER OF CONSULTANCY FIRMS, MAINLY REGISTERED AS 1991. FOLLOWING THESE EVENTS, MUNTEMBA WAS PROMOTED TO REPLACE ADVERTISING AGENCIES SPRUNG UP AND HAD A COMPONENT OF PR JURGES AS MANAGING DIRECTOR. CONSULTANCY WITHIN THEIR STRUCTURES. NORMAN MUNTEMBA WAS RUNNING FLEETFOOT ADVERTISING UNTIL 1991 THE PR FUN CTIO N WAS M O STLY REG ARDED AS A CO M P O N E N T O F WHEN HE WENT ON TO FORM HIS OWN GORMAN ADVERTISING AGENCY. ADVERTISING. THE PR DEPARTMENTS WERE STRUCTURED ALONGSIDE ADVERTISING DEPARTMENTS IN MANY COMPANIES. BY AND LARGE, THIS IS STILL THE CASE IN PRESENT DAY PRACTICE OF PR BUT THE TREND IS IMPROVING WITH MANY ORGANISATIONS AND GOVERNMENT ESTABLISHING INDEPENDENT PUBLIC RELATIONS DEPARTMENTS OR UNITS. GROWTH PERIOD IN ZAMBIA A CHANGING FOCUS IN PUBLIC (CONTINUED) RELATIONS TRADITIONALLY, IT WAS WIDELY BELIEVED THAT PUBLIC RELATIONS PRACTITIONERS HOWEVER, GOVERNMENT PR WAS AND STILL IS A FUNCTION OF THE SHOULD BEGIN THEIR CAREERS AS NEWSPAPER REPORTERS OR WIRE SERVICE MINISTRY OF INFORMATION AND BROADCASTING SERVICES (MIBS) CORRESPONDENTS TO POLISH THEIR WRITING SKILLS AND TO LEARN FIRSTHAND COMPLEMENTED BY THE ZAMBIA NEWS AND INFORMATION SERVICE (ZANIS) HOW THE MEDIA FUNCTION. AND BY PR STAFF IN VARIOUS GOVERNMENT MINISTRIES. AND IN THE EARLY YEARS, A LARGE PERCENTAGE OF PUBLIC RELATIONS PEOPLE DID THE CHIEF GOVERNMENT SPOKESPERSON, WHO IS ALSO USUALLY THE HAVE NEWSPAPER OR BROADCAST EXPERIENCE. IN FACT, MANY OF THE LEADING MINISTER OF INFORMATION AND BROADCASTING SERVICES, IS THE KEY PR PIONEERS IN PUBLIC RELATIONS WERE ORIGINALLY JOURNALISTS. OFFICER OF THE STATE. THIS HOWEVER, IS NO LONGER TRUE FOR SEVERAL REASONS. FIRST, THE FIELD OF PUBLIC RELATIONS HAS BROADENED FOR BEYOND THE CONCEPT OF “MEDIA RELATIONS” AND PLACING PUBLICITY IN THE MASS MEDIA A CHANGING FOCUS IN PUBLIC A CHANGING FOCUS IN PUBLIC RELATIONS (CONTINUED) RELATIONS (CONTINUED) ACCORDING TO ZAPRA, MOST OF THE LOCAL PR PRACTITIONERS HAVE A TODAY, ACCORDING TO WILCOX ET AL, MUCH WRITING IN PUBLIC RELATIONS BAC KG R O U N D O F J O U R N A L I S M , M A S S C O M M U N I C AT I O N ( W H I C H IS DONE FOR CONTROLLED MEDIA SUCH AS COMPANY PUBLICATIONS, DIRECT INCORPORATE A COMPONENT OF PR AT TRAINING), MARKETING AND HUMAN MAIL CAMPAIGNS TO KEY AUDIENCES, SPEECH WRITING, BROCHURES, AND RESOURCES. MATERIAL POSTED ON THE ORGANISATION’S WEB SITE. A GOOD NUMBER HOLD CERTIFICATE LEVEL DIPLOMA QUALIFICATIONS. PUBLIC RELATIONS HAS GROWN AS A CAREER FIELD DISTINCT FROM JOURNALISM AND IS TAUGHT IN MANY UNIVERSITIES AND COLLEGES AROUND IT’S AN EMERGING SCENARIO; IT IS ONLY IN THE VERY RECENT YEARS, THAT THE WORLD. ONE FINDS PROFESSIONALS THAT HAVE SPECIFICALLY TRAINED AS PR EXPERTS AND THIS IS MAINLY FROM INSTITUTIONS ABROAD OR SOME PRIVATE HOWEVER, IN ZAMBIA, THE SITUATION HAS REMAINED SOMEWHAT STATIC IN COLLEGE WITHIN THE COUNTRY. TERMS OF THE ORIGINS OF MOST PUBLIC RELATIONS PERSONNEL. 14  5/11/2020 A CHANGING FOCUS IN PUBLIC FUTURE OF PR IN ZAMBIA RELATIONS (CONTINUED) A BIGGER NUMBER OF THOSE THAT HAVE MANAGED TO OBTAIN PR IN ZAMBIA, MANY GROWTH PROBLEMS HAVE FURTHER BEEN COMPOUNDED QUALIFICATIONS FROM FOREIGN-BASED INSTITUTIONS HAVE DONE SO BY MANY MANAGEMENT’S LACK OF UNDERSTANDING AND PERCEPTION AND THROUGH DISTANCE LEARNING. APPRECIATION OF THE FIELD AND BECAUSE OF THIS, HAVE REWARDED PEOPLE TRAINED AS SECRETARIES AMONG OTHERS, WITH PUBLIC RELATIONS PORTFOLIOS. THERE IS NEED TO STRENGTHEN ZAPRA FOR FURTHER PROFESSIONALIZATION AND ETHICAL ACCOUNTABILITY. THE INCREASING PROFESSIONALISATION OF PUBLIC RELATIONS THE INCREASING PROFESSIONALISATION OF PUBLIC RELATIONS (CONTINUED) § PROFESSION IS SEEN AS AN OCCUPATIONAL TERM THAT DESCRIBES A DOMAIN OF EXPERTISE. § JOB DESIGNATIONS AND RESPONSIBILITIES, STATUS AND PRESTIGE, PROFESSIONAL § THIS TERM HAS DEVELOPED OVER HUNDREDS OF YEARS TO REFER TO A AUTONOMY AND FINANCIAL REWARDS ARE ALL KEY FACTORS IN BUILDING A PROFESSIONAL DEVELOPMENT SYSTEM. RIGOROUS OCCUPATIONAL SYSTEM IN OUR SOCIETY. § IN SOCIOLOGICAL ANALYSIS, PROFESSIONS SUCH AS ACCOUNTANCY, MEDICINE, LAW, AND § IT IS IMPORTANT TO DISTINGUISH BETWEEN CRAFT, TECHNICIAN AND ENGINEERING HAVE BEEN VIGOROUSLY DEBATED BY A NUMBER OF DISTINGUISHED SCHOLARS PROFESSIONAL IN ANY DIVISION OF LABOUR. SUCH AS MCDONALD (1995), FREIDSON (1994), LARSON (1977), MOORE (1970), HALMOS (1973), AND JOHNSON (1972). § THUS , DIFFERENT LEVELS OF PRACTICE REQUIRE DIFFERENT LEVELS OF COMPETENCE. § HOWEVER , NONE OF THEM HAVE SAID THAT PUBLIC RELATIONS IS A PROFESSION. THE INCREASING PROFESSIONALISATION OF THE INCREASING PROFESSIONALISATION OF PUBLIC RELATIONS (CONTINUED) § HOWEVER, MOST BUSINESS LEADERS INVOLVED IN ABDULLAH & THREADGOLD’S PUBLIC RELATIONS (CONTINUED) (2008) RESEARCH ARGUED THAT THE TALENTS AND COMPETENCIES OF CURRENT PR PRACTITIONERS ARE STILL EXPECTED TO BE AT A LOW LEVEL. § RESEARCH ON THE PROFESSION OF PUBLIC RELATIONS (PR) HAS SHOWN INCREASING N U M B E R S A R O U N D T H E WO R L D A N D , I N M O S T O F T H E S T U D I E S, T H E I S S U E O F § PR IS A FAST GROWING AND MODERN MANAGEMENT DISCIPLINE BUT HAS NOT PROFESSIONALISM IS A KEY AREA OF FOCUS (DE BUSSY & WOLF, 2009). YET BECOME A ‘TRUE’ PROFESSION LIKE MEDICINE, LAW AND ACCOUNTANCY § HOWEVER , THIS INCREASING CAN BE DUE TO THE ARGUMENT EXPRESSED BY MOST OF THE (ABDULLAH & THREADGOLD, 2008 ). STUDIES WHICH IS THAT PR SUFFERS FROM LOW STANDARDS OF PROFESSIONALISM (CAMERON, SALLOT,& WEAVER-LARISCY, 1996; VAN RULER, 2005; SALLOT, CAMERON,& § ACCORDING TO PICCITOTTO (2011), AN OCCUPATION WILL BECOMES A WEAVER-LARISCY, 1997; WYLIE, 1994). PROFESSION WHEN MEMBERS OF AN OCCUPATION GROUP OPT TO ACQUIRE § EVEN , LORENZO-MOLO (2007) FOUND THE FACT THAT PR WAS LED BY AN ESTEEMED CERTAIN TRAITS AND RESPECT SOME BEHAVIOURAL NORMS, E.G. COMPLY WITH PROFESSIONAL AND SUPPORTED BY WELL-RESPECTED BUSINESSMEN. ETHICAL CODES; MASTER A DISTINCT BODY OF KNOWLEDGE; DEMONSTRATE LOYALTY TO COLLEAGUES; AND ACHIEVE AGREED QUALITY STANDARDS IN THE CONDUCT OF THEIR CRAFT, ETC. 15  5/11/2020 THE INCREASING PROFESSIONALISATION OF THE INCREASING PROFESSIONALISATION OF PUBLIC RELATIONS (CONTINUED) PUBLIC RELATIONS (CONTINUED) § IN A STUDY DONE BY CAMERON, SALLOT AND WEAVER LARISCY (1996), SEVERAL DIMENSIONS OF PROFESSIONALISM IN PR HAVE BEEN IDENTIFIED § UNFORTUNATELY, THE USE OF THE TERM PROFESSIONALISM IN PR IS WHICH INCLUDE SKILLS AND ACTIVITIES; SALARY LEVELS; USE OF RESEARCH; NORMALLY LINKED TO THE EXPRESSION OF A NEED TO IMPROVE ITS THE ROLE OF PR WITHIN THE ORGANISATION; ETHICS; RACIAL AND GENDER OCCUPATIONAL STANDING (PIECZKA, 2000). EQUITY; ACCREDITATION AND LICENSING , AND, EDUCATION. § FOR DECADES, SCHOLARS AND PRACTITIONERS ALIKE HAVE ARGUED ABOUT § THEN , IN 2009, BROOM DISCOVERED FIVE INDICATORS OF PROFESSIONAL WAYS TO ENHANCE THE PROFESSIONALISM AND PRESTIGE OF PR (SHA, STATUS. 2011B). § BROOM SAID , A FIELD OF PRACTICE COULD ONLY BE CONSIDERED A “PROFESSION” IF IT HAD: ü(1) “SPECIALISED EDUCATIONAL PREPARATION” FOR ENTRY INTO THE FIELD, ü(2) “A BODY OF THEORY-BASED KNOWLEDGE ,” THE INCREASING PROFESSIONALISATION OF PUBLIC RELATIONS (CONTINUED) THE INCREASING PROFESSIONALISATION OF PUBLIC RELATIONS (CONTINUED) ü (3) “CODES OF ETHICS AND STANDARDS OF PERFORMANCE,” ü( 4 ) “AU TO N O M Y I N P R AC T I C E A N D AC C E P TA N C E O F P E R S O N A L § THIS STATEMENT IS PARALLEL WITH EVETTS (2011), WHICH ALSO RESPONSIBILITY BY PRACTITIONERS,” AND ü(5) COMMUNITY RECOGNITION THAT THE FIELD OFFERED “A UNIQUE AND MENTIONED THAT THE PROFESSIONAL VALUES EMPHASISE A SHARED ESSENTIAL SERVICE”. IDENTITY BASED ON COMPETENCIES W HICH IS PRO DUCED BY § HOWEVER, AS CONCLUDED BY ARNOLD (2002 ), IN A COMPREHENSIVE EDUCATION, TRAINING AND APPRENTICESHIP SOCIALISATION, AND REVIEW OF THE PROFESSIONALISM LITERATURE OVER THE PAST 30 YEARS, SOMETIMES GUARANTEED BY LICENSING. W H AT I S N OW N E E D E D M O S T A R E S O L I D A S S E S S M E N T TO O L S O F PROFESSIONAL BEHAVIOUR (CITED IN LATTORE & LUMB, 2005). PROFESSIONAL COMPETENCIES PROFESSIONAL COMPETENCIES (CONTINUED) o PROFESSIONAL COMPETENCIES ARE THE QUALIFICATIONS PRACTITIONERS o R E C E N T LY , B R O O M ( 2 0 0 9 ) S TAT E D T H AT P R P R AC T I T I O N E R S N E E D NEED TO EXECUTE THOSE TASKS (SHA, 2011A; 2011B ). COMMUNICATION SKILLS, KNOWLEDGE OF THE MEDIA AND MANAGEMENT, PROBLEM-SOLVING ABILITIES, MOTIVATION, INTELLECTUAL CURIOSITY, SOLID o A REPORT OF THE COMMISSION ON PR EDUCATION IN 1987 IDENTIFIED THE WRITING SKILLS, AN UNDERSTANDING OF ONE’S SPECIFIC BUSINESS OR COMPETENCIES THAT SHOULD BE REQUIRED BY ALL PR MAJORS. INDUSTRY , ABILITY TO RELATE TO PEOPLE AND DEAL WITH STRESS, AND o THE COMPETENCIES WERE: KNOWLEDGE OF CURRENT EVENTS. o 1) PRINCIPLES, PRACTICES, THEORY , EMPHASIS ON ETHICS; o FOR TANLOET AND TUAMSUK (2011), IN TERMS OF ORGANISATIONAL o 2) TECHNIQUES: WRITING, MESSAGE DISSEMINATION, MEDIA NETWORKS; SERVICES, THE CORE COMPETENCY IS DEFINED AS QUALITY, KNOWLEDGE, BASIC ABILITY POSSESSED BY EVERY INDIVIDUAL IN THE ORGANISATION, AND , o 3) RESEARCH FOR PLANNING AND EVALUATION; IT C A N B E S A I D TO B E A C O M M O N C H A R AC T E R I S T I C O F T H E o 4) PR STRATEGY AND IMPLEMENTATION INCLUDING CASE STUDIES (LEUVEN, ORGANISATIONAL PERSONNEL AND HENCE, THE ORGANISATIONAL CULTURE. 1999). 16  5/11/2020 PROFESSIONAL COMPETENCIES (CONTINUED) PROFESSIONAL COMPETENCIES (CONTINUED) o RESEARCHING, PLANNING, IMPLEMENTING & EVALUATING PROGRAMMES o HOWEVER, WITH THE DEVELOPMENT OF TECHNOLOGY AND THE CHANGES COMPETENCY: RESEARCHING, PLANNING , IMPLEMENTING AND EVALUATING OF ECONOMIC AND SOCIAL STATUS, CURRENT PR PRACTITIONERS NEED TO PROGRAMMES IS THE PROFESSIONAL COMPETENCY THAT INCLUDES RECONSIDER THE EXISTING COMPETENCIES, ADDING MORE COMPETENCIES , ANALYTICAL SKILLS, AUDIENCE IDENTIFICATION AND COMMUNICATION, AND THINK ABOUT THE OTHER ELEMENTS THAT CAN INFLUENCE THEIR EVALUATION OF PROGRAMMES, FINANCIAL MANAGEMENT, PLANNING ABILITY, COMPETENCIES. APPLIED RESEARCH, BASIC RESEARCH , STAKEHOLDER MANAGEMENT, o F U R T H E R M O R E , AT T E M P T S TO M E A S U R E A N D D E M O N S T R AT E STRATEGIC THINKING , AND METHODOLOGY. PROFESSIONALISM HAVE ACTUALLY IN CREASED THE DEMAND FOR THE o ETHICS AND LAW: ETHICAL BEHAVIOUR, INTEGRITY, AND KNOWLEDGE OF EXPLICIT AUDITING AND ACCOUNTING OF PROFESSIONAL COMPETENCES LEGAL ISSUES ARE UNDER THIS COMPETENCY. (EVETTS, 2011) o COMMUNICATION MODELS AND THEORIES: COMMUNICATION MODELS AND THEORIES COMPETENCY INCLUDE THE APPLICATION OF COMMUNICATION MODELS AND AN UNDERSTANDING OF THE BARRIERS TO COMMUNICATION. PROFESSIONAL COMPETENCIES (CONTINUED) PROFESSIONAL COMPETENCIES (CONTINUED) o BUSINESS LITERACY: THIS PROFESSIONAL COMPETENCY INCLUDES BUSINESS L I T E R AC Y, E N V I R O N M E N TA L S C A N N I N G, I N D U S T RY K N O W L E D G E , o CRISIS COMMUNICATION MANAGEMENT: CRISIS COMMUNICATION KNOWLEDGE OF CURRENT ORGANISATIONAL ISSUES, KNOWLEDGE OF MANAGEMENT IS THE PROFESSIONAL COMPETENCY THAT INCLUDES THE BUSINESS TECHNOLOGY AND TRENDS, UNDERSTANDING OF ALL LEVELS OF UNDERSTANDING OF DIFFERENT PHASES OF A CRISIS AND RISK MANAGEMENT MANAGEMENT, AND USAGE OF AN ORGANISATION’S RESOURCES. CAPABILITIES. o MANAGEMENT SKILLS & ISSUES: MANAGEMENT SKILLS AND ISSUES IS THE o MEDIA RELATIONS: THIS PROFESSIONAL COMPETENCY INCLUDES MEDIA PROFESSIONAL COMPETENCY THAT INCLUDE DIVERSITY, DECISION-MAKING RELATIONS, NEWS SENSIBILITY, UNDERSTANDING OF THE MEDIA, AND ABILITIES, LEADERSHIP SKILLS, LOOKING BEYOND PREJUDICES/MIND-SET, UNDERSTANDING OF THE DISTRIBUTION SYSTEM. ORGANISATIONAL SKILLS, PROBLEM-SOLVING SKILLS, SENSITIVITY TO o USING INFORMATION TECHNOLOGY EFFICIENTLY: FOR THIS PROFESSIONAL CULTURAL CONCERNS, AND TEAM BUILDING. HOWEVER , MOST OF THE COMPETENCY, IT INCLUDES INFORMATION MANAGEMENT, KNOWLEDGE OF EUROPEAN COUNTRIES SEEM LIKE HAVING PROBLEM IN PRACTISING THIS DISTRIBUTION CHANNELS , AND TECHNOLOGICAL LITERACY. COMPETENCY. PROFESSIONAL COMPETENCIES (CONTINUED) PROFESSIONAL COMPETENCIES (CONTINUED) o HISTORY OF AND CURRENT ISSUES IN PR: THIS IS THE PROFESSIONAL COMPETENCY THAT INCLUDES KNOWLEDGE OF THE FIELD OF PR. vSHA (2011B) FOUND THAT THE TOP PROFESSIONAL COMPETENCIES MASTERED o ADVANCED COMMUNICATION SKILLS: CONSENSUS-BUILDING , CONSULTING BY PR PRACTITIONERS IN THE U.S, WERE THE USE OF INFORMATION SKILLS AND NEGOTIATING SKILLS ARE INCLUDING IN THIS PROFESSIONAL TECHNOLOGY AND NEW MEDIA CHANNELS; MANAGEMENT SKILLS AND COMPETENCY. ISSUES; MEDIA RELATIONS; RESEARCH, PLANNING, IMPLEMENTATION AND EVALUATION OF PR PROGRAMMES; USE OF ADVANCED COMMUNICATION vCOMPETENCY IS DEMONSTRATED IN THE ABILITY TO EFFECTIVELY MANAGE THE SKILLS, AND INCORPORATION OF BUSINESS LITERACY INTO PR DUTIES. VARYING PERCEPTIONS AND EXPECTATIONS OF OTHERS (CHONG, 2011). 17  5/11/2020 PROFESSIONAL COMPETENCIES (CONTINUED) PROFESSIONAL COMPETENCIES (CONTINUED) § ALTHOUGH MANY PUBLIC RELATIONS SCHOLARS ACKNOWLEDGE THE § JOHNSON (1972) AND L’ETANG (2002) EMPHASISED THE IMPORTANCE OF IMPORTANCE OF PROFESSIONALISM IN PUBLIC RELATIONS (GRUNIG & HUNT, EXCLUSIVE JURISDICTION IN ESTABLISHING UNIQUE PROFESSIONAL 1984; EHLING, IN GRUNIG 1992; SALLOT ET AL., 1997 & 1998; CAMERON ET STANDARDS. PUBLIC RELATIONS IS SEEN AS MEDIA RELATIONS ONLY, IN WHICH AL., 1996; STACKS ET AL., 1999; NEF ET AL., 1999; CORNELISSEN , 2000; THE MAIN TASKS ARE MANAGING PRESS CONFERENCES AND WRITING PRESS PARKINSON, 2001; L‘ETANG & PIECZKA, 1996, L’ETANG, 1999, 2002 & 2004; RELEASES. SOME SEE PUBLIC RELATIONS AS A PERSUASIVE TOOL TO SERVE WHITE & MAZUR, 1995), PUBLIC RELATIONS IS STILL SEEN AS A COMMON MARKETING (KOTLER & MINDAK, 1978; OCCUPATION FOR A NUMBER OF REASONS. § KITCHEN, 1997) BY WHICH ORGANISATIONS USE PR AS A PROMOTIONAL MIX § FIRST, THERE IS NO CLEAR DISTINCT DOMAIN OF EXPERTISE FOR PUBLIC OR PUBLICITY TO ACHIEVE MARKETING GOALS. RELATIONS OR COMMUNICATION MANAGEMENT (CORNELISSEN, 2004). § OTHERS CONSIDER PUBLIC RELATIONS TO BE MANAGING REPUTATIONS OR IMAGE BUILDING (HUTTON, 1999; HUTTON ET AL., 2001). PROFESSIONAL COMPETENCIES (CONTINUED) PROFESSIONAL COMPETENCIES (CONTINUED) § SECOND, THERE IS NO UNIVERSAL STANDARD OF ACCREDITATION AND § DUE TO ITS POOR IMAGE IN THE CORPORATE WORLD, THERE ARE ONLY A LICENSING PRACTISED BY PR PROFESSIONAL BODIES THROUGHOUT THE SMALL NUMBER OF QUALIFIED PR PERSONNEL PRACTISING PUBLIC RELATIONS WORLD. DIFFERENT PR ASSOCIATIONS PRACTISE DIFFERENT FORMS OF (WHITE & MAZUR, 1995). ACCREDITATION AND CODES OF ETHICS. FOR EXAMPLE, ALTHOUGH MANY PR § ADDITIONALLY , THERE ARE PEOPLE WHO JOIN PR BY DEFAULT OR WHO ASSOCIATIONS HAVE ADOPTED THE CODE OF ATHENS, SOME PR BODIES SUCH REGARD PR AS A SECOND CHOICE IN THEIR CAREER DEVELOPMENT. AS THE PUBLIC RELATIONS SOCIETY OF AMERICA (PRSA) AND THE CHARTERED INSTITUTE OF PUBLIC RELATIONS, UK (CIPR) HAVE ADOPTED THEIR OWN CODE § IT IS ALSO COMMON TO SEE THAT A NUMBER OF PR PRACTITIONERS START OF ETHICS. THEIR CAREER IN PUBLIC RELATIONS, BUT THEN CHANGE THEIR CAREER TO OTHER CHALLENGING MANAGEMENT FIELDS SUCH AS HUMAN RESOURCES OR § THIRD, PUBLIC RELATIONS IS NOT SEEN AS A ‘TERMINAL’ OCCUPATION ( FULL- MARKETING. TIME OCCUPATION ), ONE OF THE KEY CRITERIA OF PROFESSIONALISM (SEE ABBOT, 1988). PROFESSIONAL COMPETENCIES (CONTINUED) PROFESSIONAL COMPETENCIES (CONTINUED) § F O U R T H , T H E R E I S A N E E D TO D E V E LO P A R I G O R O U S B O DY O F P R § ALTHOUGH GRUNIG AND GRUNIG (2002) AGREED THAT PUBLIC RELATIONS KNOWLEDGE, WHICH REQUIRES THE ESTABLISHMENT OF EXCLUSIVE TRAINING SHOULD BE A PART OF MBA PROGRAMMES, ESPECIALLY IN SUBJECT AREAS SCHOOLS (SEE JOHNSON, 1972). SUCH AS STRATEGIC MANAGEMENT, PUBLIC AFFAIRS AND CORPORATE SOCIAL § NEWSOM ET AL. (2000) ARGUED THAT PUBLIC RELATIONS COULD NOT YET BE RESPONSIBILITY, THEY ARGUED THAT PR PRACTITIONERS MUST BE EDUCATED IN VIEWED AS A PROFESSION BECAUSE IT LACKS A TRADITION OF CONTINUING SCHOOLS OF MASS COMMUNICATION. EDUCATION. § SOME ARGUED THAT PR CURRICULA SHOULD BE HOUSED IN BUSINESS § IN CONNECTION WITH THIS, THERE IS A CRITICAL DEBATE ABOUT THE SCHOOLS (CORNELISSEN, 2004; KITCHEN, 1997), AS THESE ARE APPROPRIATE LOCATION OF COURSES OF PUBLIC RELATIONS - WHETHER IN MEDIA/MASS EDUCATIONAL TRAINING INSTITUTES TO NURTURE IN BUSINESS LEADERS THE COMMUNICATION OR BUSINESS SCHOOLS (SEE CORNELISSEN, 2004; L’ETANG, IMPORTANCE OF PUBLIC RELATIONS TO THEIR ORGANISATIONS. 1999: 282; L’ETANG & PIECZKA, 2006: 440; GRUNIG & GRUNIG, 2002). 18  5/11/2020 PROFESSIONAL COMPETENCIES (CONTINUED) PROFESSIONAL COMPETENCIES (CONTINUED) § THERE IS STILL A DEBATE WHETHER PUBLIC RELATIONS SHOULD BE A PROFESSION LIKE MEDICINE , LAW OR ACCOUNTANCY. § IN FACT, THE CHARTERED INSTITUTE OF PUBLIC RELATIONS (CIPR) WAS § AS COMPARED TO OTHER PROFESSIONS, THERE IS A CLEAR-CUT DIFFERENCE AWARDED A ROYAL CHARTER IN FEBRUARY 2005 DUE TO THEIR SIGNIFICANT BETWEEN MEDICAL AND LAW SCHOOLS (LARSON, 1977). AND ROBUST CONTRIBUTION TO THE UK’S POLITICAL, ECONOMIC AND § ADDITIONALLY , ACCOUNTANCY IS CONSIDERED AN ESTABLISHED PROFESSION SOCIAL DEVELOPMENT. (MCDONALD, 1995), THOUGH MOST ACCOUNTING CURRICULA ARE HOUSED § THEY HAVE STATED A PREFERENCE FOR PUBLIC RELATIONS TO BE HOUSED IN IN BUSINESS SCHOOLS. BUSINESS SCHOOLS TO GIVE THE BEST TRAINING AND DEVELOPMENT, § FURTHERMORE , THERE ARE A NUMBER OF WELL-ESTABLISHED PROFESSIONAL ESPECIALLY ABOUT BUSINESS STRATEGY FOR PR PRACTITIONERS, YET IT MIGHT INSTITUTES, SUCH AS THE UK’S CHARTERED INSTITUTE OF PERSONNEL BE ASKED WHETHER THESE ARE THE BEST INSTITUTIONS FOR THE DEVELOPMENT DEVELOPMENT (CIPD) FOR HUMAN RESOURCES AND THE CHARTERED INSTITUTE OF A ‘UNIVERSAL PROFESSIONAL PROJECT’ TO ACHIEVE PROFESSIONAL OF MARKETING (CIM) FOR MARKETING (MURRAY, 2002: 13). STATUS FOR PUBLIC RELATIONS GLOBALLY. OTHER IMPORTANT EVENTS (CONTINUED) OTHER IMPORTANT EVENTS (CONTINUED) 19