BYU Comms 235 - Intro to PR Exam 1 Ogden

Acta Diurna

"Daily Doings"- public proceedings Caesar would post on walls as earliest form of newspaper.

Edward Bernays

"Father" of Modern public relations. Wrote the first book on public relations. Introduced concept of scientific persuasion. Believed that PR should emphasize the application of social science research and behavioral psychology to formulate campaigns and messages. Created the idea for ivory soap to have them hold soap sculpting contests for school aged children.

The Rosetta Stone

196 BC, a publicity release touting an Egyptian pharaoh's accomplishments.

Tylenol

7 people died from taking Tylenol capsules containing cyanide. Johnson & Johnson consulted their PR staff and hastily recalled all Tylenol, redesigned packaging, and launched a media campaign to keep public informed. Good PR work.

Spin

Any effort by individuals or organizations to interpret an event or issue according to a particular viewpoint. In the beginning, the meaning was restricted to unethical and misleading political tactics.

Andrew Jackson

Appointed Amos Kendall to his "kitchen cabinet" as the first kind of press secretary.

Elmer Davis

Appointed by FDR to be head of OWI during World War II. Used Creel Committee as a model and ran an even bigger PR campaign. Included promoting sale of war bonds, press support for rationing, encourage planting of "victory gardens", movie industry making films supporting the war, etc.

Harriet Beecher Stowe

Author of Uncle Tom's Cabin

Ida B. Wells

Born as a slave, refused to give up her seat on a train, later became owner of an anti-segregation newspaper, an advocate for anti-lynching laws, and the writer of multiple books, speeches and arguments combating the public opinion in America and Europe. Founder of NAACP

P.T. Barnum

Circus is named after him. Was willing to do anything to earn money. Created one of America's first media celebrities. Tom Thumb the midget. Tended to exaggerate stories. Reason of why transparency in media is needed. Best represents the hype and press agentry of the 19th century. Started PR device where you donate proceeds from open house to charity.

CASE

Council for the Advancement and Support of Education

Pope Gregory XV

Established the "College of Propoganda" to supervise foreign missions and train priests to propagate the faith. This made Catholic church among the first to use the word "propaganda".

Aristotle

Existential approach to ethics which calls for balance between two extremes. His concept of ethos says that a message is more believable if the source has credibility. Ethos (source credibility), logos (logic/reasoning), pathos (emotional appeal) for persuasion.

Rex Harlow

Father of public relations RESEARCH. First full-time PR educator (taught at Stanford). Founded the American Council on Public Relations, which later became the PRSA. Also founded Social Science Reporter, on of the first newsletters in the field.

Harvard College

First college in America to begin a development campaign in which they published fundraising brochures and sent reps to England to raise funds.

Westinghouse

First in-house publicity department. Led PR battle against Thomas Edisons DC current making AC the standard current in America.

Julius Caesar

First politician to publish a book-- "Commentaries"-- that he used to further his ambition to be emperor. Conducted parades after winning battles. Posted public proceedings on walls throughout the city as "Daily Doings", one of the world's first newspapers. Controlled the media to relay specific information.

Teddy Roosevelt

First president to make extensive use of news conferences and press interviews to promote public support. Example: He took a group of reporters to Yosemite National Park to generate support for creation of more national parks.

Ivy Lee

Found fortune explaining how to interact with the media being a former journalist himself. Insisted on being honest."Always be open and honest." Represented Rockefeller family following Ludlow Massacre at their Colorado Fuel & Iron company. Wrote the Declaration of Principles.

Boston Tea Party

Greatest and best known publicity stunt of all time, organized by Sam Adams

Macy's

Greatest public relations successes were the Christmas window it first introduced to draw in customers, and the famous Macy's thanksgiving day parade.

HPRA

Hispanic Public Relations Association

Psychographics

Information used to segment publics according to values, attitudes, and lifestyles. (What makes people behave, do, buy etc.) Example: Health Conscious Soccer Mom

IABC

International Association of Business Communicators

IPRA

International Public Relations Association

Pope Urban and Crusades

Made Catholic church a major practitioner of PR in the Middle Ages by using symbolism, staging events, and other propaganda to persuade people to join the Crusades.

Moss Kendrix

Mantra was "What the public thinks counts!" First African American to acquire a major corporate account. Educated corporate clients on the buying power of African American consumers.

NBPRS

National Black Public Relations Society

NIRI

National Investor Relations Institute

NSPRA

National School Public Relations Association

John Muir

Naturalist who fought for wildlife areas. Toured country giving speeches and writing in magazines. Led a successful campaign with the century magazine to create Yosemite National park.

George Creel

News reporter asked by President Woodrow Wilson to organize a massive PR effort to unite the US and influence world opinion during World War I. Assembled "Creel Committee" of a bunch of talented communications specialists. One of their greatest achievements was persuading publications to donate space to publicize Liberty Bonds.

influential

Opinion leaders

Civil rights campaign

Organized in 1963 by Martin Luther King, Jr.Used speeches, lobbying, staged events, and letter writing.

ivory soap

Owned by proctor and Gamble. Sold millions after Sculpture contest idea for school children created by Edward L Bernays

Amos Kendall

Possibly first presidential press sec. Researched issues by sampling public opinion, advised president jackson then helped convert his rough ideas into presentable speeches and news releases. Started the idea of article reprints.

PRSA

Public Relations Society of America

Westward expansion

Publicity helped to populate the western U.S.. Pamphlets publicised the possibility of riches, and often exaggerated physical and geographical features.

Self-interest

Publics become involved in or pay attention to issues that appeal to their psychological or economic needs. (MOST IMPORTANT THING TO KNOW ABOUT A PUBLIC TO MOTIVATE THEM)

Rockefellers

Really rich people that hired Ivy Lee to represent them during Ludlow Massacre, a big conflict at their Colorado Fuel & Iron Company. John D. Rockefeller went and hung out with the miners at Lee's suggestion, which was a good PR move making Rockefeller appear to care.

Flak or flack

Slang term journalists often use for press agents or anyone working in public relations. (negative connotation)

Walter Lippmann

The father of modern journalism. Wrote Public Opinion. Coined the term "stereotype". Believed journalists are a link between policy makers and the public.

The New Testament

The four gospels in it were written as public relations documents to propagate the Christian faith.

Boston Massacre

Title Sam Adams gave to the killing of five colonists by British troops at a demonstration, inflaming public opinion against Great Britain.

Paul

Used speeches, letters, staged events, and other PR activities to attract attention, gain followers, and establish new churches.

Arthur Page

VP of AT&T in 1927, established the concept of PR having active voice in higher management. Laid foundation for corporate public relations. Six principles: (1) Tell the truth, (2) action speaks louder than words, (3) always listen to the consumer, (4) anticipate public reaction and eliminate practices that cause conflict, (5) PR is management function that impacts the whole company, (6) keep a sense of humor, exercise judgment, and keep a cool head in times of crisis.

VNR

Video News Release

the railroads

Were heavily dependent on Publicity and promotion. Were as much colonization agencies as transport companies. Without people, no railroads could be sustained. Therefore they had to bring the people west.

"The Federalist Papers"

Written by Alexander Hamilton, John Jay, and James Madison to rally public support for ratification of constitution. Laid foundation for distributing syndicated opinion pieces via the mass media.

"Common Sense"

Written by Tom Paine, an early example of political communication to a national audience. Swayed lukewarm citizens to the cause of American independence.

Demographics

a way of segmenting publics by obvious tangible characteristics such as age, sex, gender, race or socioeconomic status. (Example: 30 Year Old White Male)

Emperor Asoka

communicated with his subjects on large stone pillars erected at major crossroads.

Sir Walter Raleigh

perpetuated colonization as a commercial proposition by sending positive accounts back to England about the colonies, even though he was actually living in a swamp.

Declaration of Principles

signed by Ivy Lee, signaling a new model of public relations practice: public information. Lee emphasized the dissemination of truthful, accurate information rather than distorted information.