-
What
IS public relations?
- Is
it publicity stunts?
-
Is it publicity?
-
Is it marketing
-
Is it advertising?
- Is
it spin to deflect a crisis?
- Is
it propaganda?
- Is
it worse??
- Definition
follows history
- History
of public relations
- History
of the rise of public opinion and popular sovereignty
- Sustained
campaign with American Revolution, 1735-1780
- Until
turn of 20th century
- One-way,
press-agentry/publicity
- World
War I
- U.S.
Commission on Information
- George
Creel; Edward L. Bernays; Carl Byoir.
- Propaganda
- Started
belief that PR has magical persuasive effects on
society.
-
1920s
- Modern
public relations
- Ivy
Ledbetter Lee
- two-way
communication
- honesty,
frankness & openness
- if
truth is damaging--change behavior
- public
information model
TOP
- 1930s
- Definitions
diverse.
- Agreement
on activities.
- Influence
opinion,
- produce
good will,
- keep
stockholders and employees informed, demonstrate social
and profit responsibility.
- Agreement
on 2-way communication and merchandising methods.
- Edward
L. Bernays began use of social science, especially psychology.
- Two-way
asymmetrical model
- Movement
to systems theories.
- Adjusting
organization’s behavior to its environment is central
to systems theory.
- Harwood
Childs added adjusting organizational behavior to public
interest.
- Childs—When
organizational behavior has social & public significance:
- Organizations
should adjust in ways that promote the public
welfare and interest as currently defined by mass
opinion.
- Childs'
contribution summed up in one word: relationships.
- Mass
opinion defined by legislation.
-
Increased regulation due to government involvement
in business.
- 1940s
through
1970s
- Definitions
more action-oriented.
- Increased
emphasis on social responsibility and professionalism.
- Growing
use of social sciences, especially psychology, sociology,
political science and economics.
- More
emphasis on
- research
— especially public opinion polls.
- two-way
communication—more symmetrical
- organizational
performance.
- interactive
view.
- mutual
understanding
- 1980s
to now
- Increasing
emphasis on intercultural, global and strategic communication
- Components
of PR
- management
function
- communication—
two-way
-
interpreting public opinion
-
influencing public opinion
-
relationships with publics — reciprocal
-
social responsibility
-
ethics
- Strategic
communication
- Communicating
to achieve goals and objectives of an organisation.
- Our
definition
- A
management function that
- identifies,
- establishes,
and
- maintains
- mutually
beneficial relationships
- between
an organization and its publics.
BACK
TO TOP
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Publicity
stunt in Singapore
|
Symbols
used in 1776 to
influence public opinion
|
WWI poster
|
Ivy Ledbetter
Lee
|
Edward L. Bernays |
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