This document provides a history of public relations from ancient Greece to modern times. It discusses how PR has evolved from techniques used by figures like Ramses and Julius Caesar to disseminate information, to the more formal practice developed in the 17th century. Important early PR practitioners and their contributions are outlined, including Ivy Lee who established principles of truth and access to management, and Edward Bernays who developed concepts around interpreting clients to the public and building public conscience. The key differences between PR and advertising of identification of sponsors and paying for placement are also summarized.

1. Public RelationsPublic Relations

2. What is PR?What is PR?
the practice of managing thethe practice of managing the
communication between ancommunication between an
organization and its publicsorganization and its publics
That, of course, is the PRThat, of course, is the PR
biz definitionbiz definition

3. History of PRHistory of PR
 Ancient Greeks had a word for it:Ancient Greeks had a word for it:
 Sematikos: to signify or to meanSematikos: to signify or to mean
 It’s how to get people to believe things and doIt’s how to get people to believe things and do
thingsthings
 A pretty good definition of public relationsA pretty good definition of public relations
 This approach has been used for thousands ofThis approach has been used for thousands of
yearsyears

4. Ramses at KadeshRamses at Kadesh

5. Julius CaesarJulius Caesar

6. John McCainJohn McCain

8. CaligulaCaligula

9. ClaudiusClaudius

10. St. Augustine – 394 CESt. Augustine – 394 CE

11. PropagandaPropaganda
 An invention of the Catholic ChurchAn invention of the Catholic Church
 1717thth
Century committee calledCentury committee called Congregatio deCongregatio de
Propaganda FidePropaganda Fide
 The Congregation for Propagating the FaithThe Congregation for Propagating the Faith

12. Thomas Paine andThomas Paine and
The American CrisisThe American Crisis

13. Benjamin FranklinBenjamin Franklin

14. Franklin in FranceFranklin in France

15. Negative effects of PRNegative effects of PR
1720 – the South Seas Bubble1720 – the South Seas Bubble
1720 – the Mississippi Company1720 – the Mississippi Company

16. P.T. BarnumP.T. Barnum

17. JumboJumbo

18. Tom ThumbTom Thumb

19. William SewardWilliam Seward

20. Ivy LeeIvy Lee

21. John D. RockefellerJohn D. Rockefeller

22. Andrew CarnegieAndrew Carnegie

23. Lee’s PR PrinciplesLee’s PR Principles
 1. Tell the truth1. Tell the truth
 2. Provide accurate facts2. Provide accurate facts
 3. The public relations director must have access3. The public relations director must have access
to top management and must be able toto top management and must be able to
influence decisionsinfluence decisions

24. Lee’s definition of PRLee’s definition of PR
Public relations means thePublic relations means the
actual relationship of theactual relationship of the
company to the people and thatcompany to the people and that
relationship involves more thanrelationship involves more than
talk. The company must act bytalk. The company must act by
performing good deeds.performing good deeds.

25. Edward BernaysEdward Bernays

26. Bernays’Bernays’
“Crystallizing Public Opinion”“Crystallizing Public Opinion”
 To interpret the client to theTo interpret the client to the
public, which means promoting thepublic, which means promoting the
clientclient
 To interpret the public to theTo interpret the public to the
client, which means operating theclient, which means operating the
company in such a way as to gaincompany in such a way as to gain
the approval of the publicthe approval of the public

27. Other Bernays conceptsOther Bernays concepts
 1. Public relations is a public service1. Public relations is a public service
 2. Public relations should promote new ideas2. Public relations should promote new ideas
and progressand progress
 3. Public relations should build a public3. Public relations should build a public
conscienceconscience

28. How PR is different from advertisingHow PR is different from advertising
 Advertising is the nonpersonalAdvertising is the nonpersonal
communication of information usually paidcommunication of information usually paid
for and usually persuasive in nature aboutfor and usually persuasive in nature about
products, services or ideas by identifiedproducts, services or ideas by identified
sponsors through the various media.sponsors through the various media.
 PR is also the nonpersonal communicationPR is also the nonpersonal communication
of informationof information

29. nonpersonal communication ofnonpersonal communication of
informationinformation
 PR is also the nonpersonal communicationPR is also the nonpersonal communication
of informationof information
 That information is slanted in favor of the client,That information is slanted in favor of the client,
just like advertisingjust like advertising
 However, unlike advertising the informationHowever, unlike advertising the information
doesn’t necessarily have to be substantiateddoesn’t necessarily have to be substantiated

30. ……usually paid for…usually paid for…
 Advertising must pay for its placement in theAdvertising must pay for its placement in the
mediamedia
 PR does its bestPR does its best notnot to pay for placementto pay for placement
 Writes “news” articles and feature stories called newsWrites “news” articles and feature stories called news
releases promoting the client and tries to get themreleases promoting the client and tries to get them
publishedpublished
 Puts on staged publicity events in hopes the mediaPuts on staged publicity events in hopes the media
will cover themwill cover them

31. ……about products, services or ideas…about products, services or ideas…
 PR can bePR can be about products, services or ideasabout products, services or ideas
 Can also be about companies or peopleCan also be about companies or people
 EntertainersEntertainers
 PoliticiansPoliticians
 Wanna be’sWanna be’s

32. Suleman and GosselinSuleman and Gosselin

34. ……identified sponsors…identified sponsors…
 Advertising has to identify the sponsorAdvertising has to identify the sponsor
 PR tries to avoid identifying who’s paying forPR tries to avoid identifying who’s paying for
the outputthe output
 Leave it outLeave it out
 Disguise itDisguise it

35. Crisis ManagementCrisis Management

36. Exxon ValdezExxon Valdez