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Comm 3120

by: Sami Conoly

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About this Document

History of Public Relations
Public Relations Theory
Dr. Soumitro Sen
Class Notes
history, Pr, Communications, Comm 3120, PR Theory
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This 3 page Class Notes was uploaded by Sami Conoly on Monday February 8, 2016. The Class Notes belongs to Comm 3120 at 1 MDSS-SGSLM-Langley AFB Advanced Education in General Dentistry 12 Months taught by Dr. Soumitro Sen in Winter 2016. Since its upload, it has received 12 views. For similar materials see Public Relations Theory in Communication at 1 MDSS-SGSLM-Langley AFB Advanced Education in General Dentistry 12 Months.


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Date Created: 02/08/16
1.22.16 Paradigms  Perceptive o World Perspective What are paradigms?  Public Relations: Organization-centric  Mainstream PR:  Critical theory:  Post modernism: Questions power all the time History of Public Relations Pre-modern PR  The practice of PR has been evident since the dawn of recorded history o In ancient city-sate of Athens, in an environment of democracy, people studied public opinions and that means to influence it o Present in the final century of the Roman republic (100 BC) o The spread of Christianity in the Middle Ages could, in modern context, be linked to the application of public relations techniques. Trends leading to the development of modern public relations:  The earliest signs of the profession emerged in the U.S. in the 1880s, when privately owned businesses embraced PR.  Progress towards modern PR started after the Civil War. o This progress was paralleled by the transition from agricultural to an industrial society  During the progressive Era (1890s to the U.S. achievement in WWI In 1917), democracy as well as social and government institutions matured. Public opinion grew more important. Four social trends that started in the Progressive Era  The growth of institutions: As business, government, and labor organizations grew larger, the need for effective communication increased.  The expansion of democracy: As more and more groups of people —women, African Americans and other minority groups— acquired the right to vote, there was an increased need for public discussion of public policy.  Improvements in communication: The growth of the newswire, print media, broadcast, and online media revolutionized communication, With the coming of the internet the power to communicate with mass publics began shifting away from media companies and towards individuals  Political activism increases. Social advocacy increased. PR as publicity  With the industrial revolution and growth of big corporations, PR was adopted as means of shining light on government and corporate wrongdoing. However by 1920 it was considered a corporate tool.  The nations first public relations agency, the Publicity Bureau in Boston was created in 1900 in recognition of the fact the corporations needed to voice their concerns amid a rising tide of critics.  Credibility was a problem with the early PR agencies. Key people in the starting years:  Theodore Roosevelt’s using the press to guide public opinion.  Ivy Ledbetter Lee: Corporate public relations practitioner. Founded a PR firm and created what he called a “Declaration of Principles”  Edward L. Bernays: “Father” of public relations. World Wars and PR  The US involvement in WWII led to the creation of the Office of War Information (WOI). o To coordinate and control flow of information from the battlefield to the home front. o During WWII, approximately 100,00 people were trained as public information officers, who post-war turned their wartime activities into a career. o The postwar period also saw a rapid growth in PR education.  PRSA was formed in 1948  IABC was formed in 1970  In the highly competition environment post WWII public relation came to be seen by corporations as a means for achieving strategic goals. The Information Age:  In the 1970s, a downsizing trend impacted PR, with many in- house PR departments getting reduced or being eliminated.  But there also was a change in the demographic makeup of the workforce with women and racial minority groups making their presence felt.  In the new millennium, with recession and crises such as Hurricane Katrina—or even the wars in the Middle East—PR continues to be ever so relevant to the world.  And the questions about integrity ad values still endure.


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