Chapter 2 - Public Relations Models Through the Ages

Public Relations - Kelleher

1. Public Relations Models through the Ages Chapter 2

2. Key learning outcomes Analyze public relations models on one-way/two-way and asymmetrical/ symmetrical dimensions. Demonstrate knowledge of key figures in public relations history. Integrate knowledge of social history with knowledge of public relations. Identify common motivations for strategic communication in history. Apply knowledge of history to analyze modern public relations practices. Distinguish public relations from journalism. Discuss the ethics of transparency, objectivity, and advocacy. 2 Kelleher, Public Relations, 1e Oxford University Press

3. Public relations models in history press agentry / publicity public information two -way asymmetrical two -way symmetrical Kelleher, Public Relations, 1e Oxford University Press 3 Grunig and Hunt charted a historical progression of public relations outlined in four models of public relations throughout history.

4. Press agentry /Publicity model Propaganda A ttention getting L ess -than-accurate information (if not downright lies ) Kelleher, Public Relations, 1e Oxford University Press 4 Hallmarks of press agentry /publicity

5. Discussion Question Who was Joice Heth ? Kelleher, Public Relations, 1e Oxford University Press 5

6. Case Study The reality of “The Situation ” What retailer offered to pay Mike Sorrentino to stop wearing that brand of clothing? What was the crux of the matter? Was this a successful public relations invention? Kelleher, Public Relations, 1e Oxford University Press 6

7. Public information Ivy Ledbetter Lee started the nation’s third public relations agency and went on to become the man many refer to today as the founder of public relations. Lee went on to represent some of the biggest names of the day in corporate America, including the Pennsylvania Railroad and the Rockefellers. Lee is deeply associated with the public information model of public relations in which communication is mostly one-way, initiated by an organization to inform publics with truthful and accurate information. Kelleher, Public Relations, 1e Oxford University Press 7

8. Two-way asymmetrical communication B oth Bernays and Lee “stressed the importance of communicating the public’s point of view to management.” This model of public relations describes much of the work that modern public relations professionals practice. This model advocates and works to persuade publics on behalf of organizations. Kelleher, Public Relations, 1e Oxford University Press 8

9. Two-way symmetrical communication Symmetry is balance. Organizations are just as likely to change as their publics. Ford Motor Company is an example. Kelleher, Public Relations, 1e Oxford University Press 9

10. Case Study Bernays ’ “Torches of Freedom ” Kelleher, Public Relations, 1e Oxford University Press 10

11. A broader social history of public relations Effective public relations was around long before the rise of twentieth-century business in America. Besides business, public relations has a rich heritage in three “deep veins” of history. Religion E ducation , nonprofit, and reform P olitics and government Kelleher, Public Relations, 1e Oxford University Press 11

12. Religion Lamme and Russell highlighted evidence of public relations as early as the first century. A t least one public relations historian identifies Paul as “one of the most influential communicators in history.” Kelleher, Public Relations, 1e Oxford University Press 12

13. Education, nonprofit, and reform Harvard College is known to have begun fundraising campaigns for commencement ceremonies as early as 1641. These ceremonies emphasize how the college was educating American Indians as part of a pitch for donations. Kelleher, Public Relations, 1e Oxford University Press 13

14. Politics and government Alexander the Great in the fourth century BC Early American classic PR strategies and tactics such as sloganeering (“Give me liberty or give me death!” ) Pseudo events organized primarily for media coverage (Boston Tea Party ) and opinion-editorial writing (Federalist Papers ) Kelleher, Public Relations, 1e Oxford University Press 14

15. Major motivations for public relations Recruitment Legitimacy Agitation Advocacy Profit Kelleher, Public Relations, 1e Oxford University Press 15

16. Major motivations Recruitment: Today’s recruiters are just as likely to use social networking sites and other forms of social media to carry out their work as they are more traditional tactics. Legitimacy: In the twentieth century, communication researchers identified a function of mass media that they called status conferral. Agitation: Getting people fired up has long been a motivation of strategic communicators. Organized agitation evolved into new forms with the rise of the Internet. Kelleher, Public Relations, 1e Oxford University Press 16

17. Major motivations Advocacy: On the flip side of agitation is advocacy, the first professional value listed in the PRSA Code of Ethics. Profit: O ne of the largest roles for public relations has been and always will be working in conjunction with advertising and marketing to promote the sale of products, services, and ideas. Kelleher, Public Relations, 1e Oxford University Press 17 The principle of transparency is critical whether you practice public information with a journalistic set of values or with advocacy.

18. Ethics Transparency, objectivity, and advocacy Transparency: Disclosure and dissemination of information is a cornerstone of public relations ethics. Objectivity: Oxford Dictionaries define the adjective objective as “not influenced by personal feelings or opinions in considering and representing facts.” Advocacy: This is a value in the PRSA Code of Ethics: “We serve the public interest by acting as responsible advocates for those we represent. We provide a voice in the marketplace of ideas, facts, and viewpoints to aid informed public debate .” Kelleher, Public Relations, 1e Oxford University Press 18

19. Summary Analyze public relations models on one-way/two-way and asymmetrical/symmetrical dimensions. Demonstrate knowledge of key figures in public relations history. Integrate knowledge of social history with knowledge of public relations. Identify common motivations for strategic communication in history. Apply knowledge of history to analyze modern public relations practices. Distinguish public relations from journalism. Discuss the ethics of transparency, objectivity, and advocacy. Kelleher, Public Relations, 1e Oxford University Press 19