ch02b lattimore
DESCRIPTION
public relationsTRANSCRIPT
-
7/17/2019 Ch02b Lattimore
1/35
Slide 1 of 35
Part OnePart One
Public RelationsThe ProfessionPublic RelationsThe Profession
Chapter 2Chapter 2
A Brief Histor of Public Relations! Part 2A Brief Histor of Public Relations! Part 2
"esson 2B"esson 2B
Introduction to Public RelationsIntroduction to Public Relations
2004 The McGraw-Hill Companies, Inc. All rights reserve.
-
7/17/2019 Ch02b Lattimore
2/35
Introduction to Public Relations History
Slide 2 of 35
An Assi#n$ent Re$inderAn Assi#n$ent Re$inder
Before %ie&in# this lecture! please read theBefore %ie&in# this lecture! please read the
follo&in# $aterial'follo&in# $aterial'
Public Relations: The Profession and thePublic Relations: The Profession and the
Practice,Practice, Chapter 2'Chapter 2' The History of PublicThe History of Public
RelationsRelations
-
7/17/2019 Ch02b Lattimore
3/35
A Conceptual Sche$a for Studin# Public RelationsA Conceptual Sche$a for Studin# Public Relations
Research
Strate#ic
Plannin#
(%aluation
Action and
Co$$unication
)edia
Relations
($ploee
Relations
Co$$unitRelations
Consu$er
Relations
The ProfessionThe Profession
*ntroduction
Theor
"a& and (thics
Histor
Part 1Part 1The ProcessThe Process
Part 2Part 2The PublicsThe Publics
Part 3Part 3The PracticeThe Practice
Part +Part +
Chapter 2
falls here.
Slide 3 of 35
Public
Affairs and
,o%ern$ent
-ot.for.
Profit
Corporate
/inancial
($er#in#
Trends
-
7/17/2019 Ch02b Lattimore
4/35
Introduction to Public Relations History
Slide + of 35
0e &ill loo at the histor of Public Relations0e &ill loo at the histor of Public Relations
after the industrial re%olution and the chan#esafter the industrial re%olution and the chan#esthat ha%e occurred in the fieldthat ha%e occurred in the field
*n Part OneChapter 2! Our*n Part OneChapter 2! Our
/ocus is the Histor of PR/ocus is the Histor of PR
-
7/17/2019 Ch02b Lattimore
5/35
Introduction to Public Relations History
Slide 5 of 35
Toda4s "earnin# Obecti%es areToda4s "earnin# Obecti%es are
1 6isco%er ho& t&o $aor forces influenced the1 6isco%er ho& t&o $aor forces influenced the
de%elop$ent of public relations in the 7nited Statesde%elop$ent of public relations in the 7nited Statesdurin# the 1839sdurin# the 1839s
2 Trace ho& PR beca$e a respected and sophisticated2 Trace ho& PR beca$e a respected and sophisticatedprofession durin# the post.00** eraprofession durin# the post.00** era
3 Co$prehend ho& public relations is currentl3 Co$prehend ho& public relations is currentlchan#in# at the start of the 21chan#in# at the start of the 21ststcenturcentur
-
7/17/2019 Ch02b Lattimore
6/35
-
7/17/2019 Ch02b Lattimore
7/35
Introduction to Public Relations History
Slide < of 35
The (nd of Corporate A$erica4s (ra ofThe (nd of Corporate A$erica4s (ra of
SuccessSuccess
; The ,reat 6epression =1828.1838> &itnessed thousandsThe ,reat 6epression =1828.1838> &itnessed thousandsof banruptcies and the %anishin# of #reat &ealthof banruptcies and the %anishin# of #reat &ealth
; Business &as %ie&ed as a failedBusiness &as %ie&ed as a failedinstitution! unable to sustaininstitution! unable to sustain
prosperitprosperit
; Corporate public relationsCorporate public relationsbeca$e less ne#ati%e andbeca$e less ne#ati%e and$ore of a positi%e and$ore of a positi%e and
continuous pro#ra$ to rebuildcontinuous pro#ra$ to rebuild
confidenceconfidence After the 0all Street crash of 1828! the 6o&?ones did not reco%er its lost stoc points until
the $id.1859s
http://finance.yahoo.com/ -
7/17/2019 Ch02b Lattimore
8/35
Introduction to Public Relations History
Slide @ of 35
The 6epression Brou#ht Co$passionThe 6epression Brou#ht Co$passion
; Public relations people be#an toPublic relations people be#an toe$phasie a ne& approach to theire$phasie a ne& approach to their
publicsone of seein# $utualpublicsone of seein# $utualinfluence throu#h understandin#influence throu#h understandin#
=Sta#e 3>=Sta#e 3>
; The sou#ht to understand theThe sou#ht to understand thedesperate needs of their publicsdesperate needs of their publics
; The facilitated acts ofThe facilitated acts ofco$passion on the part of theirco$passion on the part of their
clientsclients
0orers looin# for &or in the
,reat 6epression Clic thei$a#e to see &hat life &as lie
in the 1839sPhoto 2991 Britannicaco$ *nc
http://www.britannica.com/eb/article?eu=38610&tocid=0 -
7/17/2019 Ch02b Lattimore
9/35
Introduction to Public Relations History
Slide 8 of 35
The Presti#e of the PopulaceThe Presti#e of the Populace
*ncreased*ncreased
; The flo& of capital and production e%aporated after the $aretThe flo& of capital and production e%aporated after the $aretcrash of 1828crash of 1828
; The need for an infor$ed public beca$e $ore %ital as #o%ern$ent!The need for an infor$ed public beca$e $ore %ital as #o%ern$ent!business and labor co$peted for public support for the use of li$itedbusiness and labor co$peted for public support for the use of li$itedresourcesresources
; Persuasion and publicit could be effecti%e onl &hen thePersuasion and publicit could be effecti%e onl &hen the
&ere coupled &ith responsible perfor$ance&ere coupled &ith responsible perfor$ance
; The practitioner &as called upon to help or#aniations pursueThe practitioner &as called upon to help or#aniations pursueresponsible perfor$ance to increase public respectresponsible perfor$ance to increase public respect
War gave PR a permanent place in government
-
7/17/2019 Ch02b Lattimore
10/35
Introduction to Public Relations History
Slide 19 of 35
)ilitar Adopted Public Relations)ilitar Adopted Public Relations
in 0orld 0ar ** =1838.18+5>in 0orld 0ar ** =1838.18+5>
; The deterioratin# $ilitar and political situation inThe deterioratin# $ilitar and political situation in(urope caused the $ilitar to increase its practice of(urope caused the $ilitar to increase its practice of
public relations in the 1839spublic relations in the 1839s
; (ach branch of the ser%ice built its o&n public relations(ach branch of the ser%ice built its o&n public relationsapparatus to pro$ote its particular for$ of &arfareapparatus to pro$ote its particular for$ of &arfare
; The Ar$s PR efforts e$ploed 3!999 $ilitar and ci%ilianThe Ar$s PR efforts e$ploed 3!999 $ilitar and ci%ilianpersonnelpersonnel
How Hitler captured public relations
-
7/17/2019 Ch02b Lattimore
11/35
Hitlers Nazi Party Became
asters of Public Relations
The !reatest application of publicThe !reatest application of public
relations techni"ues in the #$%&s occurredrelations techni"ues in the #$%&s occurred
in 'ermany.in 'ermany.
The Nazi propa!anda machine underThe Nazi propa!anda machine under
(oseph 'oebbels )iciously used press(oseph 'oebbels )iciously used press
a!entry.a!entry.
The Nazis demonstrated both the dan!ers and
the effecti)eness of propa!anda.
Clic here to read
about the A$erican.born ADis Sall She
$ade propa#anda
broadcasts for Radio
Berlin in
Hitlers
,er$an
Clic here to read
about the A$erican.
born ADis Sall She
$ade propa#anda
broadcasts for Radio
Berlin in
Hitlers
,er$an
Slide 11 of 35
http://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.htmlhttp://www.wfmu.org/LCD/GreatDJ/AxisSal.html -
7/17/2019 Ch02b Lattimore
12/35
Introduction to Public Relations History
Slide 12 of 35
7S Office of 0ar *nfor$ation7S Office of 0ar *nfor$ation
)obilied a -ation)obilied a -ation
; *n ?une 18+2! &ith A$erica full en#a#ed in the*n ?une 18+2! &ith A$erica full en#a#ed in the&ar! the Office of 0ar *nfor$ation =O0*> &as&ar! the Office of 0ar *nfor$ation =O0*> &as
established under (l$er 6a%isestablished under (l$er 6a%is
; A $assi%e public relations effort &as $ounted toA $assi%e public relations effort &as $ounted torall the ho$e frontrall the ho$e front
-
7/17/2019 Ch02b Lattimore
13/35
Introduction to Public Relations History
Slide 13 of 35
O0* 6e%eloped a Broad PR Ca$pai#nO0* 6e%eloped a Broad PR Ca$pai#n
; The #oal of the Office of 0ar *nfor$ation &asThe #oal of the Office of 0ar *nfor$ation &asto i$ple$ent $assi%e $obiliation strate#ies'to i$ple$ent $assi%e $obiliation strate#ies'
; sellin# &ar bondssellin# &ar bonds; rationin# food! clothin#! and #asolinerationin# food! clothin#! and #asoline; plantin# %ictor #ardensplantin# %ictor #ardens
;recruitin# $ilitar personnelrecruitin# $ilitar personnel
; pro$otin# factor producti%it and efficiencpro$otin# factor producti%it and efficienc
Read these posters through
the eyes of a soldier!s wife
-
7/17/2019 Ch02b Lattimore
14/35
*$a#es that )obilied a -ation at 0ar*$a#es that )obilied a -ation at 0ar
These posters &ere printed for the Office of 0ar *nfor$ation and retrie%ed fro$ the
-ational Archi%es and Records Ad$inistration &eb site at http'EE&&&archi%es#o%
Slide 1+ of 35
i i i i
http://www.archives.gov/http://www.archives.gov/http://www.archives.gov/http://www.archives.gov/ -
7/17/2019 Ch02b Lattimore
15/35
Introduction to Public Relations History
Slide 15 of 35
*nfluD of PR Practitioners after 00***nfluD of PR Practitioners after 00**
Clic on the picture to hear about PR after 00**Clic on the picture to hear about PR after 00**
I d i P bli R l i Hi
http://video/HISTORY.mov -
7/17/2019 Ch02b Lattimore
16/35
Introduction to Public Relations History
Slide 1: of 35
The "e#ac of the O0*The "e#ac of the O0*
Re$ains TodaRe$ains Toda
; Se%eral i$portant co$$unication a#encies that are still acti%eSe%eral i$portant co$$unication a#encies that are still acti%etoda trace their be#innin#s to O0*'toda trace their be#innin#s to O0*'
; 7nited States *nfor$ation A#enc =7S*A>7nited States *nfor$ation A#enc =7S*A>; The Foice of A$erica radio net&orThe Foice of A$erica radio net&or
; The first broadcast =18+2> of the FOA &as in ,er$an! intendedThe first broadcast =18+2> of the FOA &as in ,er$an! intendedto counter -ai propa#anda B 18+5 the FOA &asto counter -ai propa#anda B 18+5 the FOA &as
broadcastin# in +9 lan#ua#es &eelbroadcastin# in +9 lan#ua#es &eel
; The Ad%ertisin# CouncilThe Ad%ertisin# Council
"n war the foundation was laid for sophistication of"n war the foundation was laid for sophistication ofpublic relations in business#public relations in business#
I t d ti t P bli R l ti Hi
-
7/17/2019 Ch02b Lattimore
17/35
Introduction to Public Relations History
Slide 1< of 35
Post 0orld 0ar ** (ra Sa&Post 0orld 0ar ** (ra Sa&
*ncreased Sophistication*ncreased Sophistication
; The post &ar era &itnessed tre$endous #ro&th of publicThe post &ar era &itnessed tre$endous #ro&th of publicrelations as a sophisticated professionrelations as a sophisticated profession
; Practitioners such as (arl -e&so$ &ith Standard Oil =18+5> &erePractitioners such as (arl -e&so$ &ith Standard Oil =18+5> &ereincreasin#l in%ited to participate in polic decision $ain#increasin#l in%ited to participate in polic decision $ain#
; 6urin# this period! ne& e$phasis &as placed on public relations6urin# this period! ne& e$phasis &as placed on public relationsfunctions =other than $aretin#> and on $ore sophisticated PR toolsfunctions =other than $aretin#> and on $ore sophisticated PR tools
=e#! audience analsis>=e#! audience analsis>
; Carl Boir used public relations techniGues to raise $one nationallCarl Boir used public relations techniGues to raise $one nationallto help polio %icti$s and to find a cure for the cripplin# diseaseto help polio %icti$s and to find a cure for the cripplin# disease
$ place in the university
I t d ti t P bli R l ti Hi t
-
7/17/2019 Ch02b Lattimore
18/35
Introduction to Public Relations History
Slide 1@ of 35
6e%elop$ent in (ducation and (thics for6e%elop$ent in (ducation and (thics for
Public RelationsPublic Relations
; Boston 7ni%ersit established the first school ofBoston 7ni%ersit established the first school ofpublic relations =18+public relations =18+
; T&o ears later! one hundred colle#es andT&o ears later! one hundred colle#es anduni%ersities offered classes in the subectuni%ersities offered classes in the subect
; *n 185+! the Public Relations Societ of A$erica*n 185+! the Public Relations Societ of A$erica=PRSA> de%eloped the first code of ethics for the=PRSA> de%eloped the first code of ethics for the
professionprofession; The societ set up a #rie%ance board for codeThe societ set up a #rie%ance board for codeenforce$ent in 18:2 and a pro#ra$ of %oluntarenforce$ent in 18:2 and a pro#ra$ of %oluntaraccreditation in 18:+accreditation in 18:+
I t d ti t P bli R l ti Hi t
-
7/17/2019 Ch02b Lattimore
19/35
Introduction to Public Relations History
Slide 18 of 35
)oss endriD Chan#ed Perceptions)oss endriD Chan#ed Perceptions
about African.A$ericansabout African.A$ericans
; )oss endriD =181 &as a public)oss endriD =181 &as a publicrelations pioneer in transfor$in# racialrelations pioneer in transfor$in# racial
stereotpin#stereotpin#
; endriD used ad%ertisin# to influenceendriD used ad%ertisin# to influenceho& A$ericans %ie&ed blac citiensho& A$ericans %ie&ed blac citiens
; A$erican icons such as Carnation! theA$erican icons such as Carnation! the/ord )otor Co$pan! and the Coca.Cola!/ord )otor Co$pan! and the Coca.Cola!
e$ploed endriD to create ca$pai#nse$ploed endriD to create ca$pai#nsthat tar#eted the blac co$$unitthat tar#eted the blac co$$unit
Clic on the i$a#e to read aboutClic on the i$a#e to read about
endriD4s a$ain# le#ac PhotoendriD4s a$ain# le#ac Photo
fro$ &&&pr$useu$co$fro$ &&&pr$useu$co$
Introduction to Public Relations History
http://www.prmuseum.com/kendrix/moss1.html -
7/17/2019 Ch02b Lattimore
20/35
Introduction to Public Relations History
Slide 29 of 35
*ncreased Role of ,o%ern$ent in*ncreased Role of ,o%ern$ent in
Or#aniational "ifeOr#aniational "ife
BusinessE#o%ern$ent relations beca$e increasin#lBusinessE#o%ern$ent relations beca$e increasin#l
i$portant as the federal #o%ern$ent entered a ne& erai$portant as the federal #o%ern$ent entered a ne& era
of re#ulationof re#ulation
Such re#ulations ca$e in part becauseSuch re#ulations ca$e in part because
of se%eral issues in the 18
-
7/17/2019 Ch02b Lattimore
21/35
Introduction to Public Relations History
Slide 21 of 35
The Present and /uture 6e%elop$entsThe Present and /uture 6e%elop$ents
Profound Current Chan#es in Public RelationsProfound Current Chan#es in Public Relations
%et!s briefly define each of these changes
/ro$ $anipulation toadaptation
/ro$ eDternal counselor tointernal tea$ $e$ber
/ro$ $aretin# to$ana#e$ent
/ro$ pro#ra$ to process
/ro$ craftsperson to $ana#er
/ro$ ite$s to issues
/ro$ output to input
/ro$ firefi#hters to firepre%enters
/ro$ ille#iti$ac tole#iti$ac
/ro$ 7S profession to #lobalprofession
Introduction to Public Relations History
-
7/17/2019 Ch02b Lattimore
22/35
Introduction to Public Relations History
Slide 22 of 35
/ro$ )anipulation to Adaptation/ro$ )anipulation to Adaptation
Or#aniations continue to rel on practitionersOr#aniations continue to rel on practitionersnot to $anipulate public opinion but to help thenot to $anipulate public opinion but to help the
or#aniation adapt to itor#aniation adapt to it
Or#aniations realie that differin# needs andOr#aniations realie that differin# needs andinterests of rele%ant publics ser%e as le#iti$ate andinterests of rele%ant publics ser%e as le#iti$ate andinteracti%e forces on co$pan #oalsinteracti%e forces on co$pan #oals
This transition leads to successful t&o.&aThis transition leads to successful t&o.&aco$$unication based on &illful acceptance andco$$unication based on &illful acceptance and$utual benefit$utual benefit
Introduction to Public Relations History
-
7/17/2019 Ch02b Lattimore
23/35
Introduction to Public Relations History
Slide 23 of 35
/ro$ (Dternal Counselor to *nternal/ro$ (Dternal Counselor to *nternal
Tea$ )e$berTea$ )e$ber
The practice of usin# outsideThe practice of usin# outside hired gunshired gunsfor crisisfor crisis$ana#e$ent e%ol%es into the practitioner participatin# on$ana#e$ent e%ol%es into the practitioner participatin# onthe policEdecision.$ain# tea$the policEdecision.$ain# tea$
; "eaders understand that"eaders understand thatinterpretin# and applin# insi#htsinterpretin# and applin# insi#htsfro$ public opinion reGuirefro$ public opinion reGuirespecialied no&led#e and sillsspecialied no&led#e and sillspossessed b the PR practitionerpossessed b the PR practitioner
; Or#aniational decision $ain#Or#aniational decision $ain#be#ins &ith a &iser foundationbe#ins &ith a &iser foundationthat increases co$pan presti#ethat increases co$pan presti#eand helps a%oids crisesand helps a%oids crises
Introduction to Public Relations History
-
7/17/2019 Ch02b Lattimore
24/35
Introduction to Public Relations History
Slide 2+ of 35
/ro$ )aretin# to )ana#e$ent/ro$ )aretin# to )ana#e$ent
Public relations has e%ol%ed fro$ an ar$ of the salesPublic relations has e%ol%ed fro$ an ar$ of the sales
effort to a $ana#e$ent functioneffort to a $ana#e$ent function
This allo&s the inte#rated $aretin# strate# of usin#This allo&s the inte#rated $aretin# strate# of usin#feedbac fro$ rele%ant publics to dri%e business adaptationfeedbac fro$ rele%ant publics to dri%e business adaptation
The pri$e responsibilit of public relations beco$esThe pri$e responsibilit of public relations beco$es
pro%idin# the infor$ation and en%iron$ent in &hichpro%idin# the infor$ation and en%iron$ent in &hich
$ana#e$ent can function $ost effecti%el$ana#e$ent can function $ost effecti%el
PRPR contribution to the $aretin# effort as a staff functioncontribution to the $aretin# effort as a staff function
$o%es do&n a notch in priorities$o%es do&n a notch in priorities
Introduction to Public Relations History
-
7/17/2019 Ch02b Lattimore
25/35
Introduction to Public Relations History
Slide 25 of 35
/ro$ Pro#ra$ to Process/ro$ Pro#ra$ to Process
-o& it is reco#nied that public relations functions $ust-o& it is reco#nied that public relations functions $ustsea$lessl inte#rate into the continuin# tas of ho&sea$lessl inte#rate into the continuin# tas of ho&business is donebusiness is done
Producin# isolated PR proects can help but &ill ne%er allo&Producin# isolated PR proects can help but &ill ne%er allo&the or#aniation to realie the potential i$pact of healththe or#aniation to realie the potential i$pact of healthpublic relationspublic relations
Pro#ra$s $a acco$plish specific #oals! but the publicPro#ra$s $a acco$plish specific #oals! but the public
relations &or is ne%er co$pletel finished as it pursuesrelations &or is ne%er co$pletel finished as it pursuesan inte#rated process of'an inte#rated process of'
1 Research1 Research 3 Action3 Action
2 Plannin#2 Plannin# + (%aluation+ (%aluation
Introduction to Public Relations History
-
7/17/2019 Ch02b Lattimore
26/35
Introduction to Public Relations History
Slide 2: of 35
/ro$ Crafts$an to )ana#er/ro$ Crafts$an to )ana#er
The specialist is no& seen as an i$portant partThe specialist is no& seen as an i$portant partof the internal $ana#e$ent tea$! not ust aof the internal $ana#e$ent tea$! not ust aco$$unications technicianco$$unications technician
Co$$unication sills =&ritin#! speain#! editin#!Co$$unication sills =&ritin#! speain#! editin#!and $edia> are still %ital but $ust be a part of aand $edia> are still %ital but $ust be a part of alar#er rolelar#er role
O%erall strate#ic inte#ration of tass intoO%erall strate#ic inte#ration of tass intocorporate polic is a necessar part of the publiccorporate polic is a necessar part of the publicrelations $ana#e$ent functionrelations $ana#e$ent function
Introduction to Public Relations History
-
7/17/2019 Ch02b Lattimore
27/35
Introduction to Public Relations History
Slide 2< of 35
/ro$ *te$s to *ssues/ro$ *te$s to *ssues
*ssues $ana#e$ent is the identification of e issues*ssues $ana#e$ent is the identification of e issues
confrontin# or#aniations and the $ana#e$ent ofconfrontin# or#aniations and the $ana#e$ent of
responses to the$responses to the$
Successful issues $ana#e$ent reGuires on#oin# $onitorin#Successful issues $ana#e$ent reGuires on#oin# $onitorin#
of eDternal and internal en%iron$ents in order to e%aluateof eDternal and internal en%iron$ents in order to e%aluate
their i$pact upon or#aniational #oals and obectionstheir i$pact upon or#aniational #oals and obections
*nstead of bein# #i%en a list of $edia obs! the*nstead of bein# #i%en a list of $edia obs! thepractitioner no& sub$its to $ana#e$ent a list ofpractitioner no& sub$its to $ana#e$ent a list of
sensiti%e issues %ital to or#aniational successsensiti%e issues %ital to or#aniational success
Introduction to Public Relations History
-
7/17/2019 Ch02b Lattimore
28/35
Introduction to Public Relations History
Slide 2@ of 35
/ro$ Output to *nput/ro$ Output to *nput
; Public relations as a $ana#e$ent function #i%esPublic relations as a $ana#e$ent function #i%esinput to the or#aniation fro$ its contact &ithinput to the or#aniation fro$ its contact &ith
eDternal publicseDternal publics
; This chan#e reaffir$s the need for effecti%e t&o.This chan#e reaffir$s the need for effecti%e t&o.&a co$$unication and influence &ith publics&a co$$unication and influence &ith publics
Introduction to Public Relations History
-
7/17/2019 Ch02b Lattimore
29/35
t oduct o to ub c e at o s isto y
Slide 28 of 35
/ro$ /irefi#htin# to /ire Pre%ention/ro$ /irefi#htin# to /ire Pre%ention
; (ffecti%e public relations does not(ffecti%e public relations does noteDist $erel to clean up $esseseDist $erel to clean up $essesonce the are $ade! but sees toonce the are $ade! but sees to
a%oid such dile$$asa%oid such dile$$as
; A proacti%e approach anticipatesA proacti%e approach anticipatesand acts upon potential proble$sand acts upon potential proble$sbefore the beco$e actual crisesbefore the beco$e actual crises
for the or#aniationfor the or#aniation
This role is #reatl enhancedThis role is #reatl enhancedthrou#h use of the four.step PRthrou#h use of the four.step PR
processprocess
Introduction to Public Relations History
-
7/17/2019 Ch02b Lattimore
30/35
y
Slide 39 of 35
/ro$ *lle#iti$ac to "e#iti$ac/ro$ *lle#iti$ac to "e#iti$ac
; Because of the effecti%e efforts of pioneers lieBecause of the effecti%e efforts of pioneers lieBernas! public relations representati%es areBernas! public relations representati%es are
#enerall no lon#er %ie&ed &ith suspicion#enerall no lon#er %ie&ed &ith suspicion
; Practitioners no& ha%e professional status andPractitioners no& ha%e professional status andaccepted standards for ethical beha%ior throu#haccepted standards for ethical beha%ior throu#h
or#aniations lie PRSA =Public Relationsor#aniations lie PRSA =Public RelationsSociet of A$erica> and *ABC =Societ of A$erica> and *ABC =*nternational*nternational
Association of Business Co$$unicators>Association of Business Co$$unicators>
Introduction to Public Relations History
-
7/17/2019 Ch02b Lattimore
31/35
y
Slide 31 of 35
/ro$ 7S Profession to ,lobal/ro$ 7S Profession to ,lobal
ProfessionProfession
Borders are no lon#er barriers as $arets andBorders are no lon#er barriers as $arets and
$edia operate &orld&ide 2+.hours a da$edia operate &orld&ide 2+.hours a da
Cultural! lan#ua#e! and le#al differences $aeCultural! lan#ua#e! and le#al differences $ae
#lobal public relations $ore difficult! but rapidl#lobal public relations $ore difficult! but rapidl
e%ol%in# co$$unication technolo# has $adee%ol%in# co$$unication technolo# has $ade
these barriers less of a factorthese barriers less of a factor
Introduction to Public Relations History
-
7/17/2019 Ch02b Lattimore
32/35
y
Slide 32 of 35
Re%ie& of Principles fro$ theRe%ie& of Principles fro$ the
Second )illenniu$Second )illenniu$/ro$ the second $illenniu$ lesson! &e realied that/ro$ the second $illenniu$ lesson! &e realied that
1 Historical leaders influenced their &orlds throu#h ti$el $iDtures of1 Historical leaders influenced their &orlds throu#h ti$el $iDtures of
passion and &ordspassion and &ords
2 (%en po&erful people cannot i#nore the opinion of the public2 (%en po&erful people cannot i#nore the opinion of the public
3 6e$ocrac is dependent on a stron#! opinionated public3 6e$ocrac is dependent on a stron#! opinionated public
+ An intentional and sustained ca$pai#n to broadl influence the public+ An intentional and sustained ca$pai#n to broadl influence the public
can be %er effecti%ecan be %er effecti%e
5 Publishin# one4s successes affects indifferent public opinion5 Publishin# one4s successes affects indifferent public opinion
: A &ide distribution of rational appeal to the public4s %alues influences: A &ide distribution of rational appeal to the public4s %alues influencestheir thinin# and beha%iortheir thinin# and beha%ior
Introduction to Public Relations History
-
7/17/2019 Ch02b Lattimore
33/35
y
Slide 33 of 35
Re%ie& of Principles fro$ theRe%ie& of Principles fro$ the
*ndustrial Re%olution*ndustrial Re%olution
The public relations profession &as born in the industrial a#eThe public relations profession &as born in the industrial a#ethrou#h dna$ic chan#es in A$erican lifethrou#h dna$ic chan#es in A$erican life
; Or#aniations $ust accept the need to deal &ith public opinionOr#aniations $ust accept the need to deal &ith public opinion
; *n a $edia.stron# de$ocrac! the public can po&erfull eDpress its*n a $edia.stron# de$ocrac! the public can po&erfull eDpress itsopinionopinion
; PR professionals help or#aniations a%oid costl eDpressions of publicPR professionals help or#aniations a%oid costl eDpressions of publicdiscontent in an a#e of fierce co$petition for public supportdiscontent in an a#e of fierce co$petition for public support
Public relations e%ol%ed throu#h three sta#es'Public relations e%ol%ed throu#h three sta#es'
; )anipulation throu#h press a#entr)anipulation throu#h press a#entr
; Cooperation throu#h open infor$ationCooperation throu#h open infor$ation
; )utual influence throu#h understandin#)utual influence throu#h understandin#
Introduction to Public Relations History
-
7/17/2019 Ch02b Lattimore
34/35
Slide 3+ of 35
Re%ie& of Principles Since 1839Re%ie& of Principles Since 1839
; The 6epression.0ar era led public relations to %alueThe 6epression.0ar era led public relations to %alue$utual influence and de%elop $assi%e! sophisticated$utual influence and de%elop $assi%e! sophisticated
strate#ies to co$$unicate &ith and influence the publicstrate#ies to co$$unicate &ith and influence the public
; Public relations beca$e a respected! sophisticated andPublic relations beca$e a respected! sophisticated andeDpanded profession durin# the post.00** era! lar#eleDpanded profession durin# the post.00** era! lar#elthrou#h #o%ern$ental and public influencethrou#h #o%ern$ental and public influence
; Currentl public relations is e%ol%in# as a force forCurrentl public relations is e%ol%in# as a force foradaptation to public concerns on %ital issuesadaptation to public concerns on %ital issues
Introduction to Public Relations History
-
7/17/2019 Ch02b Lattimore
35/35
*n Su$$ar*n Su$$ar
Since its inception! Public Relations hadSince its inception! Public Relations had
under#one se%eral chan#es These chan#es &ereunder#one se%eral chan#es These chan#es &ere
usuall brou#ht about b chan#es in theusuall brou#ht about b chan#es in the
en%iron$ent in &hich people li%ed Practitionersen%iron$ent in &hich people li%ed Practitioners
$ust be a&are of the histor of PR and anticipate$ust be a&are of the histor of PR and anticipate
chan#es in the present and future of Publicchan#es in the present and future of PublicRelationsRelations