Historical Origins of PRSession 2

Source: Google.com

Review of the last session

1) Formulate your own definition on basis of the definitionsseen in the last presentations

1) What is Integrated Marketing Communication?

2) Describe some skills needed for someone who is working in PR.

Review of the last session

4) Mention components of PR

5) Explain the process of PR

Common elements of Definitions of PR

Deliberate

Planned

Performance

Public Interest

Two way communication

Management Function (Wilcox et al., 2012)

It started …

Ancient Egypt – Rosseta Stone (196 A.C.)

An instrument of publicity on the pharaoh’sachievements.

Source: Google.com

Ancient Greece

Herodotus – Medic Wars (Greek – Persian wars) in V. century A.C.

Greeks sculpted messages on stones to demoralize Ionics.

Olympic Games

Promotion techniques to boost the aurea (gold) of athletes, similar toVancouver Winter Olympic Games 2010. (Wilcox D. Et al., 2012)

Source: Google.com

RomeJulius Caesar

He wrote a lot of publicity on his military achievement to convince the Roman peoplethat he would become the best head of state.

This has been used by a lot of politicians in election periods.

Function of elaborate parades when gaining important battles.

Famous Proverbs

Alea iacta est (the die is cast)

Bread and circuses

Prehispanic Mexico

Aztecs

Governors realized about the importance of hearing publicopinion and project favorable image before the people.

Tecuhtli – (Lord) – aztec government representativeWas in charge of:

Hearing complaints and public opinion

To defend the people under his charge against excessive taxes and all the land usurpation. (Ríos Szalay J., 2011)

Apostles

Peter and Paul used:

- Speech

- Letters

- Organization of events

- Other PR activities

Promote and Spread

Christianity .

Middle Ages

What did these famous historical charactersachieve?

Pope Urban II

Jeanne d’ arc

Macchiavelo

Johan Gutemberg

Luther

Hernán Cortés Source: Google.com

1600-1800

1620 Virginia CompanyDistributed pamphlets and brochures all across the Europe to offer 50 acres of free land to anyone who wished to emigrate to America.

Sam Adams organized “Boston Tea Party” protest.An important event considered as the beginning of American

Revolution.

Thomas PaineThrough his work “Common Sense” achieved to mobilize mildamerican citizens to participate in Revolution. (Wilcox et al, 2012)

FranceVoltaire and Montesquieu

established bases for French and Latin American Revolutions (Mexico, Venezuela, Colombia, Peru).

Napoleon Bonaparte – managed succesful PR campaign before his soldiersand public opinion of leader image to carry on sucessful military strategy in Europe in the early XIX century. (Wilcox D. et al., 2012)

Some politicians in XX century used it too.

Another Example

Can you think of other examples of anypolitician who used that strategy?

United Kingdom

Marconi Co. – leader of wireless telegraph created in 1910

the department to spread press release to serve to the public.

1924 – Sir Basil Clarke

created company of PR assessment for companies. (Wilcox D. Et al., 2012)

USA

Ida B. Wells / Martin Luther Kingused PR through her writing spread ideas against racism to the minds of american citizens. She established a newspaper which promoted non segregation. (Wilcox D. et al., 2012)

on

Martin Luther King – Civil Right Activist (1950’s – 1968).

Assignment: Watch movie “ The Butler” and write an essay about it and its importancefor PR.

PR leaders in Revolution movements

George Washington - American Revolution

Miguel Hidalgo – Independence of Mexico

Simón Bolívar – Independence of Venezuela and Colombia.

Zapata – Mexican Revolution (1910-1920)

Gandhi – Independence of India

Michail Gorbachov – Perestroika

Václav Havel – Velvet Revolution in Czechoslovakia.

Social Media – revolution in Egypt, Libya, Tunis and other countries.

Blog.shu.edu

Edward Bernays – Father of PR

Published “Crystallizing Public Opinion” where he establishes several PR principles:

To interpret the client to the public, which means promoting the client

To interpret the public to the client, which means operating the company in such a way as to gain the approval of the public.

He advised to the president of Czechoslovakia Mr. Masaryk – to announceindependence on a Monday, rather than ona Sunday to get maximum press coverage.

(Slideshare.net)

Other Bernays’ Concepts

Public relations is a public service

Public relations should promote new ideas and progress

PR should build a public awareness.

There are many publics and each public need to be appealedto. (Slideshare.net)

Bernay’s Contribution and Rex Harlow

Proctor and Gamble

American Tobacco Company

General Motors

Two Way Assymetrical Model

Rex Harlow

He is considered as a father of PR research.

PR in Companies

Arthur W. Page – is the creator of the idea that PR should haveactive voice in High management.

Benjamin Sonnenberg – promoted that Texaco Co. Sponsoredconcerts of Metropolitan Opera Company. (Wilcox D. et al, 2012)

Source: Assets.entrepreneur.com

Contemporary Vision

Global Market

The growth of internet, social media and ecommerce has boosted PR industry.

Its net worth of PR industry in 2008 was $6 billion dollars, 3 million persons practice PR as the main activity.

Importance of emerging markets – BRICS, Mexico, Turkey, UAE, Indonesia, Nigeria and others.

Source: Google.com

Education

Aprox. 600 universities in the USA offer the career of PR.

Europe – aprox. 100 universities also offer it.

Spain and Latin America - PR is studied in the Faculties of Communications. (Wilcox D et al., 2012)

References

1. Google.com (Google Images)

2. Wilcox Dennis L., Cameron Glen T., Xifra Jordi. Relaciones Públicas -Estrategias y tácticas. 10ª edición, Pearson, 2012.

3. Ríos Szalay Jorge. Relaciones Públicas. Su administración en las organizaciones. 3ª Edición. Trillas, 2011.

4. Slideshare.net