Chapter 4 Notes

Ivy Ledbetter Lee

credited by many or most as the "father of public relations." Among the first to realize that performance determines the publicity a client gets. He gets what it means and why we can really do this promotional side -Organizational Attitude= Public-be-informed -Public Relations Model= Public Information -Historical period= Seebed Era (1900-1910)

Edward L. Bernays

he introduced the term "public relations counsel" in Crystallizing Public Opinion, the first book on PR. -He conceptualized public relations as "engineering public consent" (what the public wants and what the public needs is important to this field) -Organizational Attitude= Mutual understanding -Historical Period= booming twenties -Public Relations Model= Two-Way Asymmetric

Mutual Understanding

period following WWI's lessons from the behavioral science were introduced to public relations practice. Essentially we're looking at that mutual understanding (company and public) Examples: Booming Twenties Organizational attitude= mutual understanding PR Trends= promoting products. WWI publicity techniques used for society science Key PR Figures Edwars L Bernays Roosevelt Era and WWII (1930-1945) oRGANIZATION aTTITUDES= Mutual understanding. Depression. World War II PR Trends: Mass media use. Social Responsibility, Radio Delivers immediate news

Public be Informed

period in which big businesses hire journalists to "tell their story". We want to inform you Examples: Seebed Era: Organizational Attitudes: Let the public be informed! Muckraking, social reform, unions PR Trends: Defensive publicity. Journalists were hired at "Interpreters" World War 1 Era (1917-1918) Again, let the public be informed "the war to end all wars" PR Trends= organized promotion, promote patriotism, use interest groups

Public be damned:

period of American enterprise after the Civil War. The time when people didn't care about the public at all

P.T. Barnum

used public relations to promote his circus (wants people to come to his circus so he figures out how to get people to come to his circus) -Organizational attitude= Public-be-damned -Public Relations model= Press Agentry -Historical Era= Pre-Seebed Era (pre-1900)

Press Agency

-Main goal is to get publicity (PT Barnum, come see my circus) -Oldest model of PR -Typically not regarded as a very ethical model (because I am just telling you that information because I want you to do it, not because it'll help you, it might even hurt you. Essentially its a very flawed model.) *Believes everyone in the room is going to interpret the information the same(no longer exists)

Scott Cutlip and Allen Center

-Played major roles in the development of the field's body of knowledge and acceptance of the subject as a field of academic study when they published Effective Public Relations in 1952. -The original coauthors of our textbook -Organizational attitudes= Mutual Adjustment -Public Relations model= Two-way Asymmetric -Historical Period= Postwar Boom

Two-way Symmetrical

-Research is used to learn about the needs of the public -Research results are used to craft your message/ enter into negotiation with publics -The organization is prepared to change its own behavior to create a win-win situation *Both sides are in alignment, win-win (still exists. to make it a win-win we need to have some feedback mechanism (with goal of it being betterment for both parties), opening it up to comments or questions to have a dialogue and maybe then it will influence the next blog post and be better)

Two-way Asymmetrical

-Research is used to learn about the needs of the public -We're going to use the results to enter into negotiation with publics -Persuasion is used to change attitudes *Misalignment, I'm doing this research and crafting this message to get you to do what I want (still exists. Doing research on what the audience needs/ wants and then posting to your blog)

Public Information

-Used to disseminate information to publics -Info is regarded as neutral -Info is made available to anyone who is interested *Having a good reason for telling you information. You actually care about the people you're telling (still exists, we'd like to think we've known our work and our audience when we post a blog but we don't really)

Samuel Adams and his approach to Public Relations

PR traced back to the Revolutionary War and Samuel Adams and his fellow revolutionaries (gathering people to act collectively is early Public Relations) when they attempted to mobilize public opinion to support revolt against England. His approach/ techniques included 1. Having organization to implement action 2. The use of symbols to arouse emotion 3. The use of memorable slogans 4. Staged events to catch public attention 5. Telling your side of the story first 6. Sustained saturation campaigns (were going to continue to do it to get what you want)

Four Models of Public Relations

Press Agency Public Information Two-way Asymmetrical Two-way Symmetrical

What are the 4 Historical Periods in PR?

Public be damned Public be informed Mutual Understanding Mutual Adjustment

Mutual Adjustment

period that began with environmental activism, antiwar protests, the consumer movement, and civil and equal rights movements. The public has an influence on the organization Examples: Post War Era (1946-1964) Organization Attitudes= mutual adjustment. Professionalism. Postwar service economy, consumerism PR Trends= Credibility. Associations form, including PRSA. Many PR Codes of Ethics written. Colleges establish curricula (colleges first started getting PR degrees). TV emerges as key communication medium Period of Protest and Empowerment (1965-1985) Organizational attitude= mutual adjustment PR Trends= accommodation. Systems theory. Management objectives Digital Age and Globalism (1986- present) Organizational Attitude: Mutual adjustment PR Trend= Constant Technological connections. International relationships.

Arthur W. Page

pioneered corporate public relations with AT&T. Long the first to utilize public opinion polling. -He was the person that really put his stake in the ground of "we're going to do this right", very ethical. Founded the Arthur W. Page Society -Organizational attitude= Mutual Understanding -Public Relations model= Two-way Asymmetric -Historical Period= Booming Twenties