History of PR

Question 1

Ancient beginnings

The Rosetta Stone 196BC

Answer 1

amounts to a press release of pharaoh Ptolemy V accomplishments

Question 2

Ancient beginnings

Caesar 60BC

Answer 2

threw parades as part of a campaign to fulfill political ambitions

Question 3

ancient beginnings

the church 11th cent

Answer 3

enlisting followers of penance or forgiveness

Question 4

colonial america

Answer 4

Public relations as a means to promote

settlement

Question 5

CA struggle for independence

Answer 5

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

Question 6

Sam Adams- PR specialist

Answer 6

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

Question 7

Sam Adam’s objectives

Answer 7

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

Question 8

the age of the press agent 1800s

Answer 8

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

Question 9

PT Barnum

Answer 9

Joice Heth
Tom Thumb
Jenny Lind
“Jumbo” circus elephants

Question 10

The rise of politics and activism: political beginnings

Answer 10

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

Question 11

the rise of politics and activism: activists

Answer 11

Abolitionists
Prohibitionists
Women’s rights advocates

Question 12

Jefferson

Answer 12

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

Question 13

Jackson’s thinking machine

Answer 13

kendall

Question 14

Teddy Roosevelt

Answer 14

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

Question 15

Woodrow Wilson made the

Answer 15

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

Question 16

Wilson also hired Creel to…

Answer 16

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

Question 17

Roosevelt

Answer 17

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

Question 18

Franklin D. Roosevelt and Carl Byoir

Answer 18

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)

Question 19

Truman and Page

Answer 19

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

Question 20

Arthur Page: The page principles of public relations management

Answer 20

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

Question 21

Jim Hagerty

Answer 21

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

Question 22

Muckracker journalism (name by Teddy R.)

Answer 22

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

Question 23

Ida Tarbell- muckracker

Answer 23

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

Question 24

Modern PR comes of age

Henry Ford

Answer 24

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

Question 25

The first PR counselor: Ivy Lee

Answer 25

``` 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 ```

Question 26

Ivy Lee's contributions

Answer 26

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

Question 27

The father of modern PR: Edward L. Bernays

Answer 27

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

Question 28

Edward L. Bernays In 1923 published Crystallizing Public | Opinion,

Answer 28

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

Question 29

The publicity bureau

Answer 29

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

Question 30

First in-house PR: Westinghouse

Answer 30

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

Question 31

PR expands in post-war america

Answer 31

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

Question 32

4 models of PR

Answer 32

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

Question 33

Press agentry/publicity

Answer 33

``` 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 ```

Question 34

public info

Answer 34

``` 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 ```

Question 35

2-way asymmetric

Answer 35

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

Question 36

2-way symmetric

Answer 36

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

Question 37

the importance of diversity

Answer 37

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

Question 38

trends in today's practices: transparency

Answer 38

Public demanding transparency in | light of recent scandals

Question 39

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

Answer 39

movement beyond publicity and media relations | attempts to get seat at decision-making table

Question 40

other major trends in today's practices

Answer 40

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