公共关系英文版3.ppt

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Copyright Allyn&Bacon 2008,Chapter Three:,Public Relations A Historical Perspective,This multimedia product and its contents are protected under copyright law:,any public performance or display,including transmission of any image over network;,preparation of any derivative work including the extraction,in whole or in part,of any images;,any rental,lease,or lending of the program.,Overview,A brief history of public relations,Trends in todays practice,A growing professional practice,Professionalism,licensing,and accreditation,A Brief History,Ancient Beginnings,The Rosetta Stone,Julius Caesar,The Church,Colonial America,Promoting settlement,Struggle for independence,Boston Tea Party,Thomas Paine,Federalist Papers,More History.,The Age of the Press Agent,Davy Crockett,Buffalo Bill,Annie Oakley,Press agent tactics,The King:P.T.Barnum,Tom Thumb,Jenny Lind,Settling the American West,Railroad promotion techniques,Politics,Activism&Corporate Public Relations,Political beginnings,Amos Kendall,Teddy Roosevelt,Activists,Abolitionists,Prohibitionists,Womens rights advocates,Environmentalists,Corporate,Westinghouse Corporation,Public Relations Leaders,Henry Ford,Positioning and accessibility,Ivy Lee,First public relations counselor,Rockefeller,Four key contributions,George Creel,WWI,Edward,Bernays,Father of modern PR,Arthur Page,Principles of PR management,Four Models of Public Relations,Press,Agentry,/Publicity,Public Information,Two-way Asymmetric,Two-way Symmetric,Evolving Practice&Philosophy,1800s to 1920s from press,agentry,to public information to scientific persuasion.,1950s&60s-Relationship building,Necessitated by activism,1970s&80s-Managerial approach,Investor relations and MBO,1990s&00s-Relationship management,Feminization of Public Relations,70%of PR practitioners are women,28%of chief communications officers are women,Women earn 75 cents per dollar earned by men,Velvet Ghetto,Recent research,Diversity Issues in Public Relations,Minorities constitute 33%of U.S.citizens,Hispanics fastest growing group,Minority practitioners lag behind population trends,Professional groups seek to encourage minority practitioners,Other Major Trends,Transparency,Expanding PR role,Emphasis on evaluation,24/7 news cycle,Evolving mass media,Outsourcing,Lifelong learning,Emphasis on financial relations,Professional Associations,PRSA,IABC,IPRA,Specialities,:CASE,NIRI,NSPRA,Professionalism,Professional practitioners have:,A sense of independence,A sense of responsibility to society and public interests,Concern for the competence and honor of the profession,A higher loyalty to the profession than to an employer,Careerist versus professional values,Technician mentality,Licensing&Accreditation,Licensing,Advocates,Defines PR,unifies curricula,unifies standards,protects clients,protects practitioners,Opponents,Violates 1,st,amendment,malpractice laws exist,states license but PR works nationally/internationally,ensures only minimum competence/ethics,increased credibility not ensured,expensive,Accreditation,“Certification”by professional organizations,PRSA and IABC offer accreditation,