Short history of public relations

1) Skim the text and answer the questions:

1. What evidences of PR practices before XX century are mentioned in the text?

2. When did the term “public relations” first appear?

3. What events helped stimulate the growth of PR as a profession?

4. What was Ivy Lee’s contribution to the development of PR?

5. Why is Bernays called “the profession’s first theorist”?

Public relations began when people started communicating and needed to motivate others. Early pre-historic drawings, and later, hieroglyphics and ancient manuscripts were all used to persuade. The military reports and commentaries prepared by Julius Caesar can be viewed as triumph in personal and political public relations. During medieval times, both the Church and the guilds practiced rudimentary forms of public relations.

In the 15th Century, Johann Gutenberg invented the printing press, making it possible to mass-produce written works. By the 17th Century, newspapers began to appear and ordinary people gained greater access to information and ideas. In response, governments and their leaders became more concerned with public opinion.

A number of American precursors to public relations are found in the form of publicists who specialized in promoting circuses, theatrical performances, and other public spectacles. In the United States, where public relations has its origins, many early public relations practices were developed in support of railroads. In fact, many scholars believe that the first appearance of the term "public relations" was in the 1897 Year Book of Railway Literature.

The development of public relations is mostly confined to the early half of the twentieth century; however there is evidence of the practices scattered through history. One notable practitioner was Georgiana Cavendish, Duchess of Devonshire whose efforts on behalf of Charles James Fox in the 18th century included press relations, lobbying and, with her friends, celebrity campaigning.

It was not until the American Revolution that more recognizable public relations activities became evident. The early patriots were aware that public opinion would play an important role in the war with England and planned their activities accordingly. For example, they staged events, such as The Boston Tea Party, to gain public attention. They also used symbols, such as the Liberty Tree and the Minutemen, that were easily recognized and helped portray their cause in a positive light. Skillful writers such as Samuel Adams, Thomas Paine, Abigail Adams and Benjamin Franklin used political propaganda to swing public opinion to their side.

The first "names" and PR cases

The First World War helped stimulate the development of public relations as a profession. Many of the first PR professionals, including Ivy Lee, Edward Bernays, John W. Hill, and Carl Byoir, got their start with the Committee on Public Information (also known as the Creel Committee), which organized publicity on behalf of U.S. objectives during World War I.

Most historians agree that the first real public relations pioneer was a man named Ivy Lee. In 1903, Lee and George Parker opened a publicity office. A few years later, Lee became the press representative for the anthracite coal operators and the Pennsylvania Railroad. When confronted with a strike in the coal industry, Lee issued a “Declaration of Principles”. This statement endorsed the concepts of openness and honesty in dealing with the public; it also marked the shift from nineteenth-century press agentry to twentieth-century public relations. Lee went on to have a successful career counseling people such as John D. Rockefeller, Jr. Among other achievements, Lee is credited with humanizing business and demonstrating that public relations is most effective when it affects employees, customers, and members of the community. He also developed a modern news release (also called a “press release”).

Following World War I, two more public relations pioneers, Carl Byoir and Edward L. Bernays, appeared on the scene. Bernays was the profession's first theorist. Bernays, a nephew and student of Sigmund Freud, drew many of his ideas from Sigmund Freud's theories about the irrational, unconscious motives that shape human behaviour. He saw public relations as an "applied social science" that uses insights from psychology, sociology, and other disciplines to scientifically manage and manipulate the thinking and behavior of an irrational and "herdlike" public. Bernays is credited with writing the first book on public relations, Crystallizing Public Opinion, published in 1923. Byoir organized a public relations firm that is still one of the world’s largest.

2) Match English words with their Russian equivalents:

3) Complete the sentences using the words from the box:

a strike, appear, persuade, aware, scattered, support, career, planned, access, issued, role

1. Early pre-historic drawings, and later, hieroglyphics and ancient manuscripts were all used to _______.

2. By the 17th Century, newspapers began to _______ and ordinary people gained greater _______ to information and ideas.

3. In the United States many early public relations practices were developed in _______ of railroads.

4. However there is evidence of the practices ________ through history.

5. The early patriots were ______ that public opinion would play an important _____ in the war with England and ________ their activities accordingly.

6. When confronted with a ______ in the coal industry, Lee _______ a “Declaration of Principles”.

7. Lee went on to have a successful _______ counseling people such as John D. Rockefeller, Jr.