Public Relations Essay

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EARLY PR PRACTIONERS

A. IVY LEE- 1st PR counselor , came out with Billboards on Subways to enhance subway rides
Ivy lee’s contribution to PR 1. Business and industry should align themselves with public interest 2. Dealing with top executives and carrying out no program unless it has the active support of management 3. Maintaining open communication with the news media 4. Emphasizing the necessity of humanizing business and bringing its PR down to the level of employees, customers & neighbors

IVY’S LEE PRINCIPLES 1. Inform the public 2. Messages must link to performance 3. Company’s performance determines & becomes publicity & PR 4. Pass along client’s views that are false & misleading

B. PT BARNUM Circus man Used of posters and press releases to enhance images

C. George Creel( Committee for Public info)
Organize a massive PR effort to unite the nation and to influence world opinion during WW1 Involved in misleading propaganda

D. Richard Harding Davis * PR for FDR * 1st PR person to create an image of a politician on a poster E. Walter Lippman
A journalist who claims that images in our head are based on the written world

BUSINESS F. ARTHUR PAGE ( VP OF AT &T)
2 way communication- Uses feedback from audiences to adjust messages
Rely on Feedback to produce organizational change

G. EDWARDS BERNAYS ( broker0
Understand the phycology of consumers and business Designed houses with book shelves, so that the owners would find the need to fill in the shelves with books H. Frank Carpa ( Film Director) Created a propaganda movie” Why we fight, War comes to America” to get Americans more involved in War Efforts

PR IN POST WW2 Increase in urban populations, growth of big business, scientific and technological advances, revolution of new mass media such as TV

RESOURCE DEPENDENCY THEORY * How the external resources of organizations affect the behavior of the org * PR People rely on others to do jobs, and achieve objectives * Org depends on resources ( news media, colleagues, peers) * Public need to be influenced to vote, purchase a product etc

DIFFERENT TYPES OF PUBLIC
Latent Public – Don’t recognize issue or problem
Aware public- Recognizes issues or problem but not doing anything about it
Active public- Recognizes issues or problem and already involved

Other elements of public
OPINION LEADERS * People who create ripple effect * People who are trust worthy and influential * The people’s choice 1948- Voting determined not by mass media but by person to person communication

DEMOGRAPHIC INFO * AGE, INCOME, EDUCATION, GENDER, RACE, GEOGRAPHY * PHYCHOGRAPHIC INFO- BELIEFS, LIFESTYLES, VALUES & ATTITUDES

4 CLASSIC MODELS OF PR 1. Publicity model
Seeks favorable attention from the media, not concern about
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