Pope Urban II inflamed Europe with a speech in 1095 declaring the misdeeds of the Seljuks and challenging Europe to send an army to protect holy places in Palestine. Samuel Adams initiated a sustained public campaign to influence Americans to seek independence, recognizing that "Public Sentiment is everything." Edward Bernays wrote the first PR textbook and identified three tools to influence public consent: market research, social surveys, and public opinion polls.

1. PRO458 Short Notes.
Personnel Short Notes
The Speech that Inflamed a Continent.
Declared misdeeds of the Seljuks in a speech given
in Claremont, France.
He challenged Europe to send an army to protest
the holy places and Christian visitors in Palestine in
Pope Urban
the Seljuk Turks
Point:
o To influence people, we must identify
sincerely with their common passions.
o Clearly and publicly empress out aspirations.
Began the Protestant Reformation with a list of
Martin Luther
complaints
Concept of natural right of people oversees their
rules.
John Locke
Taught radical ideas that were very unpopular with
European rulers but became accepted in America
The Campaigner
Member of Continental Congress
Samuel Adams
Initiated a sustained, public campaign to influence
American to seek independence.
Public Sentiment (Opinion) is everything.
During Civil War.
Abraham Lincoln
With public sentiment, nothing can failed, without
it, nothing can succeed.
Public relations came into use at this time.
Business leaders recognized that new stresses on
the populace threatened production.
Marie Curtl
“Corporation gradually began to realize the
importance of combating hostility and courting
public favor”.
Famous electrical company
George Westinghouse Hired E. H. Heinrichs to establish the 1st corporate
PR Department.
The master of press agent
P. T. Barnum Owned circus
Masterfully used publicity to make money

2. PRO458 Short Notes.
Established the 1st publicity agency in Boston to
serve businesses.
Gathered factual info about his clients for
George Michaelis distribution to newspaper.
His major clients were the nation’s railroads that
were seeking to head off adverse regulation being
promoted by President Theodore Roosevelt.
Father of PR
Made 1st move toward modern practice of
information sharing.
Clients:
o Pennsylvania Railroad
o Johd D. Rockefeller
o The Colorado Fuel Strike
Ivy Lee He convinced the corporate clients of his publicity
agency to become more open and honest with the
client.
Declaration of Principle becomes the forerunner to
a PR Code of Ethics.
Persuaded his client American Tobacco Company to
introduce profit-sharing for its employees.
Pioneer of PR Education.
Made significant contribution to equipping
practitioners for effective services.
Taught the 1st collegiate public relations course at
New York University.
Wrote the 1st PR textbook, Crystallizing Public
Edward Bernays.
Opinion.
3 tools to influence public consent.
o Market Research
o Social Surveys
o Public Opinion Polls.
Involve in Persuasion Communication Tradition
Turn PR from defensive tool to an offensive tool
President Woodrow Wilson when he set up the Committee on Public
Information in 1917 to gain support in WWI.