Ch 2 Flashcards
What are the 4 models of PR (1840-1900)
Press Agentry/Publicity
Public Information
Two-Way Asymmetric
Two-way Symmetric
Overview of Press Agentry/Publicity Model
propaganda
P.T Barnum
One-way comm. ; truth NOT essential
Little research
Used in sports, theater, promos
15% use this
Overview of Public Info Model (1900-1920)
spread info
Ivy Lee
One-way, truth IS important
Little research, focus on readability
Gov, nonprofits, business
50%
Overview of 2-way asymmetric (1920-now)
Scientific persuasion
Two-way, UNBALANCED effects
Formative research, evaluative attitudes
Edward Bernays
Competitive business, agencies
20%
Overview of 2-way symmetric (1960s-now)
Mutual understanding
two-way BALANCED effects
formative, evaluate if understanding
Edward Bernays, educators, professionals
Regulated business, agencies
15%
Major campaigns by Edward Bernays
Torch of Light: Women w. cig. + torch of liberty banner
Ivory Soap: P& G soap comp
Light’s Golden Jubilee: Honor Edison, 1929, all of world’s utilities shit off their power at one time for a minute
Overview of P.T Barnum
Greatest Showman
Represents the Press Agentry/Publicity
Used flowy lang + exaggeration
Pseudo-events (planned to report)
knew value of third-party endorsements
Overview of Ivy Lee
Public Information model
1st PR counsel/ management
emphasis on truthful + accurate info
business + industry should align themselves w. publics interest
criticized for not fact checking
Accomplishments of Ivy Lee
Pennsylvania Railroad accident– shared into w. press to foster good will
Successful propaganda–> approved 5% hike in fare
Rockefeller: dealt w. strikes through 19 bulletins
valued opinion leaders
Edward Bernays– Father of Modern PR
“scientific persuasion” + advocacy
believed PR should apply social + behavioral science
to create campaigns that change peoples perception + encourage certain behaviors
showed how PR could shape America’s economic, political, and cultural life
