• One-way, press-agentry/publicity
  

• Ivy Ledbetter Lee
  • Honesty, frankness & openness
  • if truth is damaging--change behavior
  • public information model
• WWI
  • U.S. Commission on Information
    • George Creel; Edward L. Bernays; Carl Byoir.
  • Propaganda
    • Intensified belief in "magic bullet" or hypodermic needle theory
    • Started belief that PR has magical persuasive effects on society.
• 1930s
  • Definitions diverse.
  • Agreement on activities.
  • Influence opinion,
  • produce good will,
  • keep stockholders and employees informed, demonstrate social and profit responsibility.
  • Agreement on 2-way communication and merchandising methods.
  • Movement to systems theories.
  • Bernays adds use of social science, especially psychology.
  • Harwood Childs adds adjusting organizational behavior to public interest.
    • Adjusting organization to its environment is central to systems theory.
    • When organizational behavior has social & public significance:
    • Organizations should adjust in ways that promote the public welfare and interest as currently defined by mass opinion.
      • Mass opinion defined by Legislation.
    • Childs' contribution summed up in one word: relationships.
    • Increased regulation due to government involvement in business in New Deal era.
• 1940s
  • Definitions more action-oriented.
  • Professional organizations merged: Public Relations Society of America.
  • Increased emphasis on social responsibility and professionalism.
  • Growing use of social sciences, especially psychology, sociology, political science and economics.
  • More emphasis on
    • research &endash; especially public opinion polls.
    • two-way communication.
    • organizational performance.
    • interactive view.
    • mutual understanding.
      
• Components of PR today
  • 1. management function
  • 2. communications &endash; two-way
  • 3. interpreting public opinion
  • 4. influencing public opinion
  • 5. relations with publics &endash; reciprocal
  • 6. social responsibility
  • 7. ethics
    

• A management function that
• identifies,
• establishes, and
• maintains
• mutually beneficial relationships
• between an organization and its publics.
  

• Integrated communication

   

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