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COMM 2337




 PR
 History
        Class 6
        Fall 2011




                        PR is more than 100 years old.
@AndreaGenevieve
andream@stedwards.edu
COMM 2337

                        Ancient Beginnings
                        •Promotion of government
 PR                     •Opinion leaders, public speeches,
 History                visual communication, publicity, events
        Class 6         •Rosetta Stone
        Fall 2011
                        •Olympic Games
                        •Julius Caesar- “acta diurna”
                        •Pope Urban II
                        • “Propaganda”

@AndreaGenevieve
andream@stedwards.edu
COMM 2337
                        Colonial America

 PR                       • American
                            revolution
 History                    support
        Class 6
        Fall 2011         • Thomas Paine
                          • Boston Tea
                            Party



@AndreaGenevieve
andream@stedwards.edu
COMM 2337
                        Politics and Activism

                        • Glowing articles sent to
 PR                       newspapers
 History                • Rise of public opinion
        Class 6
        Fall 2011
                        • Newspaper reprints as ads
                        • Uncle Tom’s Cabin



@AndreaGenevieve
andream@stedwards.edu
COMM 2337
                        Barnum

                          • Phineas T. Barnum
 PR
                          • Showman
 History                  • “Pseudoevent”
        Class 6
        Fall 2011         • Exaggeration
                          • Third party
                            endorsements
                          • Donating to charity


@AndreaGenevieve
andream@stedwards.edu
COMM 2337
                                Henry Ford

                        •   First major industrialist
 PR
                        •   2 basic PR concepts:
 History                     1. Positioning
        Class 6
        Fall 2011            2. Accessibility


                        •   Press Sneak Peak
                        •   Popular Persona

@AndreaGenevieve
andream@stedwards.edu
COMM 2337
                              Modern PR

                        • First agency= Publicity
 PR                       bureau
 History                • 1900’s
        Class 6
        Fall 2011
                        • Business leaders and politics
                        • Ivy Ledbetter Lee
                        • Edward Bernays


@AndreaGenevieve
andream@stedwards.edu
COMM 2337
                        Ivy Lee

 PR
 History
        Class 6
        Fall 2011




@AndreaGenevieve
andream@stedwards.edu
COMM 2337
                            Remember Lee:

                        • Business should align with
 PR                       public interest
 History                • Support from management
        Class 6
        Fall 2011
                        • Open communication with
                          media
                        • Bring PR to all business
                          levels

@AndreaGenevieve
andream@stedwards.edu
COMM 2337
                           Edward Bernays
                        Video Time!
 PR                     • Father of PR
 History                • Famous for messages and
        Class 6
        Fall 2011
                          perception
                        • Scientific persuasion and
                          psychology
                        • Listening
                        • “Big Idea”
@AndreaGenevieve
andream@stedwards.edu
COMM 2337
                              Postwar PR

                        • PR departments emerged
 PR                     • Increase in government PR
 History                  staff
        Class 6
        Fall 2011       • TV created a new challenge
                        • Mass media
                        • Increase in urban and
                          suburban population
                        • Public opinion started to
@AndreaGenevieve
                          matter
andream@stedwards.edu
COMM 2337
                            Classic PR Models

                        1. Press Agent/Publicity
 PR
                        2. Public Information
 History
        Class 6         3. Two Way asymmetric
        Fall 2011
                           (Bernays)
                        4. Two way symmetric
                           (main modern model of
                           relationship building)

@AndreaGenevieve
andream@stedwards.edu
COMM 2337
                   Famous PR Campaigns

 PR                     Civil Rights
 History                Seat Belt
        Class 6
        Fall 2011
                        Starkist Tuna
                        Tylenol
                        Macy’s Parade



@AndreaGenevieve
andream@stedwards.edu
COMM 2337
                             PR Philosophy

 PR                     “Shift from press agentry
 History                 to persuasive, targeted
        Class 6
        Fall 2011
                         communication.”
                        • Reputation management
                          emerged in the 1990’s
                          (Conflict management and
                          crisis management)
@AndreaGenevieve
andream@stedwards.edu
COMM 2337
                        Current PR Theory and
                             Techniques
                        • PR profs should have their
 PR                       pulse on the news and
 History                  publics
        Class 6
        Fall 2011       • Enhance CSR
                        • Monitor communication
                        • Build a community


@AndreaGenevieve
andream@stedwards.edu
COMM 2337
                            New PR History

                        For next class, research and
 PR                      find a recent event in PR
 History                 history and blog about it.
        Class 6
        Fall 2011

                        This must be from 2009 to
                         present.


@AndreaGenevieve
andream@stedwards.edu

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History of PR

  • 1. COMM 2337 PR History Class 6 Fall 2011 PR is more than 100 years old. @AndreaGenevieve andream@stedwards.edu
  • 2. COMM 2337 Ancient Beginnings •Promotion of government PR •Opinion leaders, public speeches, History visual communication, publicity, events Class 6 •Rosetta Stone Fall 2011 •Olympic Games •Julius Caesar- “acta diurna” •Pope Urban II • “Propaganda” @AndreaGenevieve andream@stedwards.edu
  • 3. COMM 2337 Colonial America PR • American revolution History support Class 6 Fall 2011 • Thomas Paine • Boston Tea Party @AndreaGenevieve andream@stedwards.edu
  • 4. COMM 2337 Politics and Activism • Glowing articles sent to PR newspapers History • Rise of public opinion Class 6 Fall 2011 • Newspaper reprints as ads • Uncle Tom’s Cabin @AndreaGenevieve andream@stedwards.edu
  • 5. COMM 2337 Barnum • Phineas T. Barnum PR • Showman History • “Pseudoevent” Class 6 Fall 2011 • Exaggeration • Third party endorsements • Donating to charity @AndreaGenevieve andream@stedwards.edu
  • 6. COMM 2337 Henry Ford • First major industrialist PR • 2 basic PR concepts: History 1. Positioning Class 6 Fall 2011 2. Accessibility • Press Sneak Peak • Popular Persona @AndreaGenevieve andream@stedwards.edu
  • 7. COMM 2337 Modern PR • First agency= Publicity PR bureau History • 1900’s Class 6 Fall 2011 • Business leaders and politics • Ivy Ledbetter Lee • Edward Bernays @AndreaGenevieve andream@stedwards.edu
  • 8. COMM 2337 Ivy Lee PR History Class 6 Fall 2011 @AndreaGenevieve andream@stedwards.edu
  • 9. COMM 2337 Remember Lee: • Business should align with PR public interest History • Support from management Class 6 Fall 2011 • Open communication with media • Bring PR to all business levels @AndreaGenevieve andream@stedwards.edu
  • 10. COMM 2337 Edward Bernays Video Time! PR • Father of PR History • Famous for messages and Class 6 Fall 2011 perception • Scientific persuasion and psychology • Listening • “Big Idea” @AndreaGenevieve andream@stedwards.edu
  • 11. COMM 2337 Postwar PR • PR departments emerged PR • Increase in government PR History staff Class 6 Fall 2011 • TV created a new challenge • Mass media • Increase in urban and suburban population • Public opinion started to @AndreaGenevieve matter andream@stedwards.edu
  • 12. COMM 2337 Classic PR Models 1. Press Agent/Publicity PR 2. Public Information History Class 6 3. Two Way asymmetric Fall 2011 (Bernays) 4. Two way symmetric (main modern model of relationship building) @AndreaGenevieve andream@stedwards.edu
  • 13. COMM 2337 Famous PR Campaigns PR Civil Rights History Seat Belt Class 6 Fall 2011 Starkist Tuna Tylenol Macy’s Parade @AndreaGenevieve andream@stedwards.edu
  • 14. COMM 2337 PR Philosophy PR “Shift from press agentry History to persuasive, targeted Class 6 Fall 2011 communication.” • Reputation management emerged in the 1990’s (Conflict management and crisis management) @AndreaGenevieve andream@stedwards.edu
  • 15. COMM 2337 Current PR Theory and Techniques • PR profs should have their PR pulse on the news and History publics Class 6 Fall 2011 • Enhance CSR • Monitor communication • Build a community @AndreaGenevieve andream@stedwards.edu
  • 16. COMM 2337 New PR History For next class, research and PR find a recent event in PR History history and blog about it. Class 6 Fall 2011 This must be from 2009 to present. @AndreaGenevieve andream@stedwards.edu