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Public Relations > History of PR > Flashcards

History of PR Flashcards

1
Q

Ancient beginnings

The Rosetta Stone 196BC

A

amounts to a press release of pharaoh Ptolemy V accomplishments

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2
Q

Ancient beginnings

Caesar 60BC

A

threw parades as part of a campaign to fulfill political ambitions

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3
Q

ancient beginnings

the church 11th cent

A

enlisting followers of penance or forgiveness

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4
Q

colonial america

A

Public relations as a means to promote

settlement

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5
Q

CA struggle for independence

A

e.g., Boston Tea Party (“the greatest and best-known publicity stunt of all time”)
Propaganda used to galvanize support for the Revolutionary movement

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6
Q

Sam Adams- PR specialist

A

Recognized power of the pen
Used writing as a means of communicating about the importance of independence, and unity, and about the injustice of the colonies
Recognized the power of special events and symbols
He was behind the Boston Tea Party and understood the emotions such an event might arouse
Used slogans
“No taxation without representation”
Used press releases and news leaks
Wrote an account of the Boston Tea Party before the event had even occurred
Paul Revere delivered the account to newspapers as soon as the event occurred
Got news of battles through press leaks

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7
Q

Sam Adam’s objectives

A
  1. Justify the cause
  2. Promote advantages
  3. Arouse the masses
  4. Neutralize opponents
  5. Phrase issues clearly
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8
Q

the age of the press agent 1800s

A

The age of hype:
Davy Crockett, Buffalo Bill, Annie Oakley
Press agent tactics
The master of the pseudoevent: P. T. Barnum
Used ticket giveaways and opinion leaders to ensure event success

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9
Q

PT Barnum

A

Joice Heth
Tom Thumb
Jenny Lind
“Jumbo” circus elephants

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10
Q

The rise of politics and activism: political beginnings

A

John Beckley & Thomas Jefferson
Amos Kendall & Andrew Jackson
Teddy Roosevelt

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11
Q

the rise of politics and activism: activists

A

Abolitionists
Prohibitionists
Women’s rights advocates

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12
Q

Jefferson

A

While he seldom wrote articles for the press, Jefferson urged others, including John Beckley to publicly counter the federalists in the press
Urged Madison to attack the ideas of Alexander
Hamilton

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13
Q

Jackson’s thinking machine

A

kendall

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14
Q

Teddy Roosevelt

A

Changed government through PR
Often used informal chats with reporters to anonymously get his ideas into the press
Always issues press releases on Sunday in order to capture Monday morning headlines
Understanding the importance of press and positive relationships with the press, he created first White House press office

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15
Q

Woodrow Wilson made the

A

Creel Committee- charged with anti-war attitudes before WWI
Info was framed and slanted the way they wanted it
Creel and his committee regulated the press to
control war coverage

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16
Q

Wilson also hired Creel to…

A

sell war bonds, enlist soldiers, and to raise millions of dollars for welfare through the Red Cross, resulting in fundraising becoming a successful element of public relations
After the war, an optimistic belief in the power of
mass communication emerged

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17
Q

Roosevelt

A

Used radio speeches to convey warmth, personality and
nonpartisanship
Introduced and continued “fireside chats” on advice of
pollsters
Louis M. Howe, his PR advisor
Controlled FDR’s image

18
Q

Franklin D. Roosevelt and Carl Byoir

A

Important figure in the campaign to fight infantile paralysis put forth by Roosevelt
Byoir designed fundraising events to make news
Used Roosevelt’s birthdate as a night to have FDR Birthday Balls and raise money/awareness
Byoir personally called every newspaper publisher in the U.S. and asked him to nominate a local FDR Birthday Ball chairman (a tactic United Way has continued)

19
Q

Truman and Page

A

Arthur Page (VP of Marketing at AT&T) wrote President Truman’s announcement to the world of the dropping of the atomic bomb on Japan

20
Q

Arthur Page: The page principles of public relations management

A

Tell the truth
prove it with action
listen to the customer
manage for tomorrow
conduct PR as if the whole co depends on it
realize a co’s character is expressed by its people
remain calm, patient, and good-humored

21
Q

Jim Hagerty

A

served as Press Secretary for the entirety of Eisenhower’s time as President
Instrumental in Eisenhower’s television ads (first televised political ads) that depicted Esisenhower in a Q&A session with normal citizens
Eisenhower’s responses were actually taped separately, as were the “citizen” questions
Eisenhower won over Stevenson, partly because he had approximately $5m to Stevenson’s $100k to spend on advertising and public relations activities

22
Q

Muckracker journalism (name by Teddy R.)

A

became very popular as it:
Generated public response
Created follow-up work as subjects of investigation often responded to the journalist claims

23
Q

Ida Tarbell- muckracker

A

This piece kicked off the era of muckracking journalism and using the press to expose wrongdoings
Revealed the unfair business practices of John D.
Rockefeller to squeeze out competitors
The articles put Rockefeller on the defensive and he called in the help of Ivy Lee

24
Q

Modern PR comes of age

Henry Ford

A

Positioning: publicity always goes to those who do something first
Accessibility: organizations must always be accessible to the press; no subject was off limits with Ford

25
Q

The first PR counselor: Ivy Lee

A 
Georgia roots
Founded Parker and Lee in 1904
“Declaration of Principles”
The birth of modern public relations
Principles that he shared with the media to counter rising hostility toward PR
26
Q

Ivy Lee’s contributions

A

1) Promoting the idea that business and industry should align with public interests
2) Ensuring the support of top management
3) Maintaining open communication with journalists
4) Humanizing business and making it relevant to workers, community, consumers

27
Q

The father of modern PR: Edward L. Bernays

A

A Broadway press agent before WWI
Joined the Creel Commission during the War
Opened his agency with his wife Doris Fleishman in 1919
The nephew of Sigmund Freud and a great believer in the use of psychology in forming public opinion

28
Q

Edward L. Bernays In 1923 published Crystallizing Public

Opinion,

A

which laid down the rationale for PR as a function of management and introduced the concept of two-way public relations
Advocated a research-based approach that involved accepting feedback from target audiences for mutually beneficial communication

29
Q

The publicity bureau

A

Established in 1900 by George Michaelis
First client: Harvard University
1906: began work for nation’s railroads to oppose government regulation
Railroad campaign failed and bureau went out of business

30
Q

First in-house PR: Westinghouse

A

Worked to promote alternative current (AC) over Edison’s
direct current (DC)
Edison employed scare tactics to direct people away from Westinghouse’s AC
Edison published a booklet outlining the dangers of AC and the names of people killed by AC electrocution
Westinghouse disputed such assertions and published a booklet, Safety of the Alternating System of Electrical Distribution in October 1889
Westinghouse system eventually won out

31
Q

PR expands in post-war america

A

Rapid growth in all areas of public relations
Growth followed the development of mass media
Growth was aided by evolving research methodologies and techniques

32
Q

4 models of PR

A

Press agentry/publicity
Public information
Two-way asymmetric
Two-way symmetric

33
Q

Press agentry/publicity

A 
One-way communication
Typically through mass media
Oftentimes exaggerated or otherwise distorted information for solely advocacy purposes
Not research-based
P.T. Barnum then
Sports, theater, music and film today
34
Q

public info

A 
One-way communication
Typically through mass media
Not necessarily advocacy-based, but part of journalistic ideal of accuracy and completeness of information
Involves some fact-finding research
Ivy Lee then
Government and non-profits now
35
Q

2-way asymmetric

A

Two-way communication through scientific persuasion techniques
Help the communicator better understand the audience for persuasive purposes
Research used to plan strategies and evaluate those strategies
Edward L. Bernay’s then
Marketing and advertising firms today

36
Q

2-way symmetric

A

Two-way communication for mutual understandings
Formative research used to understand public perceptions of the organization
Evaluative research to understand how PR tactics impacted audience understanding
Edward L. Bernay’s then
Educators and professional leaders today

37
Q

the importance of diversity

A

Minorities constitute 36% of U.S. citizens with Hispanics as the fastest growing group
Minority practitioners lag behind population trends
Professional groups seek to encourage minority practitioners

38
Q

trends in today’s practices: transparency

A

Public demanding transparency in

light of recent scandals

39
Q

trends in today’s practices: an expand role of PR

A

movement beyond publicity and media relations

attempts to get seat at decision-making table

40
Q

other major trends in today’s practices

A

Increased emphasis on evaluation (research techniques and technological developments mean more accurate
understanding of impacts on bottom line)
Investments in Corporate Social Responsibility (CSR)
New directions in mass media
Outsourcing to public relations firms
The importance of lifelong learning

Public Relations (6 decks)

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