Week 1 (History of PR)

Question 1

PRSA 2012 definition of PR

Answer 1

‘Public relations is a strategic communication process that builds mutually beneficial relationships between organisations and their publics.’

Question 2

PRIA definition of PR

Answer 2

The deliberate, planned and sustained effort to
establish and maintain mutual understanding
between an organisation (or individual) and its (or
their) publics.’

‘It is a management function which evaluates
public attitudes, identifies the policies and
procedures of an individual or an organisation
with the public interest, and plans and executes a
program of action to earn public understanding
and acceptance.’

Question 3

PT Barnum

Answer 3

(1810-1891)

Publicist
Circus guy

Weird old lady –> George Washington’s nanny

Question 4

W H Vanderbilt

Answer 4

‘The Public Be Damned’

Grumpy railroad guy saying railroad not just for public need

Question 5

Ivy Ledbetter Lee

Answer 5

Declaration of Principles

Question 6

Edward Bernays

Answer 6

1881-1995
Synonymous with ‘two-way asymmetric model’
Lucky Strike and the ‘torches of freedom’

1947 ‘The engineering of consent is the very essence of the democratic process, the freedom to persuade and suggest’

Question 7

Australian PR pioneers

Answer 7

George Fitzpatrick (1884-1948)
Established first PR consultancy in Aus

Asher Joel (1912-1998)
Joint founder of PRIA
First papal visit to Aus

Eric White (1915-1989)
Foremost PR practitioner (mid-1940s)
Advisor to Prime Minister Sir Robert Menzies