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