Public Relations: History, Principles, and Ethics

Posted on Feb 12, 2025 in Arts and Humanities

Topic 1: Public Relations and Marketing

8 Ways PR Supports Marketing:

  • Develops new products.
  • Provides third-party endorsements.
  • Generates sales leads.
  • Paves the way for sales calls.
  • Stretches promotional dollars.
  • Provides inexpensive sales literature.
  • Establishes credibility.
  • Helps sell minor products.

Topic 2: Mindful Communication

The 5 Keys to Mindful Communication:

  • Focus on the Addressor: Identifying the source and their expression.
  • Focus on the Addressee: Considering the recipient of the message.
  • Focus on the Channels: Maintaining contact and controlling noise (physical and psychological).
  • Focus on Code: Analyzing, learning, and checking the code used in conversation.
  • Focus on Setting: Considering the context, both verbal and non-verbal.
  • Focus on Message-Form: Proofreading, and considering poetic and stylistic concerns.
  • Focus on Topic: Referencing objects, people, events, and ideas (the content).
  • Focus on the Event Itself: Encompassing meta-communicative functions.

Topic 3: Historical Figures and Eras in PR

Pre-Seed Era Characters:

  • P.T. Barnum: Mastered the art of capturing attention with graphic posters. He used hand-selected PR agents and attention-grabbing posters to boost attendance at his circus.

Seed-Era Characteristics (Bernays Period):

  • Key Concepts: Public be informed, muckraking, social reform, unions.
  • PR Trend: Defensive publicity; journalists hired as interpreters to disseminate news.
  • Key PR Figures:
    • Ivy Lee Jr.: Advocated for full disclosure and telling the truth.
    • Roosevelt: Utilized the “bully pulpit.”

World War I Era (Bernays Period):

  • Key Concepts: Public be informed, “the war to end all wars.”
  • PR Trend: Organized promotion, promoting patriotism, using interest groups.
  • Key PR Figure:
    • George Creel: Led the “Four Minutemen” initiative.

The FDR Era (Bernays Period):

  • Key Concepts: Social responsibility, mass publicity, and the Depression.
  • PR Trend: Mass media utilization.
  • Key PR Figures:
    • Louis McHenry Howe: Focused on responsible performance and persuasive publicity.
    • Elmer Davis: Headed the Office of War Information.
    • FDR: Known for his “Fireside Chats.”
  • Oscar Mayer developed its iconic product, the Wienermobile.
  • 1938: De Beers created a link between love and diamonds.

Post-War Era (Bernays Period):

  • Key Concepts: Professionalism, post-war service economy, consumerism.
  • PR Trend: Credibility, formation of associations (PRSA), development of a Code of Ethics, college curricula, and the rise of TV.
  • Key PR Figures:
    • Rex Harlow: Played a key role in PRSA.
  • Since 1950, the FBI has used PR to fight crime with the “10 Most Wanted” list.

Global Information Society (Bernays Period):

  • Key Concepts: Mutual adjustment.
  • PR Trend: Accommodation, systems theory, functions vs. functionary approach, technology.
  • Key PR Figure:
    • Marshall McLuhan: Canadian educator known for “Understanding Media,” the concept of the “global village,” and the phrase “The medium is the message.”

Unit 4: Storytelling and Ethics

1. Storytelling:

Storytelling is a blend of journalism (for PR), corporate identity (coherence between image and storytelling), rhetoric (knowing how to express ideas), and scriptwriting (narrative that links the message you want to explain).

2. PR Code of Conduct:

  • Have honest and proper regard for the public interest.
  • Maintain the highest standards of professional endeavor.
  • Deal honestly and fairly in business.
  • Check the reliability and accuracy of information before dissemination.
  • Never knowingly mislead others.
  • Work within the legal and regulatory frameworks affecting the practice of public relations.

3. Ethical Persuasion:

To determine if persuasion is ethical, consider these factors: Truthfulness, Authenticity, Respect, Equity, and Social Responsibility.