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Session 1 Introduction to pr and History of pr

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Keith Gregory
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Session 1 Introduction to pr and History of pr

Pr notes

Uploaded by

Keith Gregory
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Session One: Introduction to Public Relations

TOPIC 1: DEFINITION OF TERMS IN PUBLIC RELATIONS

a) Definition of public relations


i. This is a management function that evaluates public attitudes,
identifies policies and procedures of an organization.
ii. This is a management function that is deliberate and planned effort
to establish and maintain beneficial relationships between an
organization and its publics.
iii. This is a strategic communication process that builds mutually
beneficial relationships between organizations and their publics.
iv. Public relations is the practice of deliberately managing the release
and spread of information between an individual or an organization
and the public.
b) Purpose of public relations
i. The purpose of public relations is to inform the public, customers,
employees, investors, media, government, employees and other
stakeholders about the identity, function and brand of an
organization.
ii. To persuade all stakeholders about the importance of an
organization to the society, and maintain a positive image about it.
c) Who is a public relations officer (PRO) or Manager
i. This is an individual who is responsible for public relations
activities in a company/ institution.
ii. This is the person responsible for communication within and
outside an organization.

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iii. This is a person whose job is to build a good reputation and
image for an organization and manage its relationship with its
stakeholders.
d) What is a public relations department/ office
i. The public relations office supervises and assesses publics’
attitudes, views and behaviour in relation to an organization.
ii. The pr office creates and maintains mutual relations and
understanding between an organization and its stakeholders.
iii. This department facilitates two-way communication and
understanding between a company and its stakeholders.
iv. The public relations office is responsible for relaying and
receiving information especially as part of crises management.

TOPIC 2: HISTORY AND FOUNDATION OF PUBLIC RELATIONS

a) History and foundation public relations

Generally, public relations grew as a result of utilization of propaganda in order to


portray a good image of an individual / organization. The growth as we know it
today has its root in America, and occurred in five stages.

i. First stage
- 1600-1799: American revolution and independence from its British colony
occurred.
- The Association of American Railroads Company used railroads to create
publicity for promotion of trains attract people to travel using trains.
- Public relations tactic such as: Propaganda, promotion , newsletters, songs,
parades and press agentry was used to relay information to persuade people
to use trains.

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ii. Second stage.
- Public relations campaigns were used to relay information to people
especially during the American civil war (1880-1899).
- Various presidential candidates used campaigns and propaganda to spread
information about them; generate publicity to their causes and attract the
attention of audiences.
- Newspapers were used as a mass medium to spread information about issues
by organizations.
- Press agents who worked for various media stations collected information
and shaped it in a manner that attracted the attention of audiences. These
agents also used propaganda to sensationalize news.
- Publicists placed information in newspapers to create publicity about
individuals.
iii. Third stage
- Publicity bureaus were opened in Boston in 1900 by Ivy Ledbetter Lee, who
became the pioneer of American public relations. The bureau was the first
PR agency to be established.
- At this stage the Declaration of Principles was developed by Ivy Lee. It was
a set of guidelines of management of how the media should to manage/
handle information before it is relayed to audiences.
iv. Fourth stage
- Advertisements and films were used to generate publicity for organizations,
especially the government during the Second World War.
- During the 1960s and 1970s, civil rights movements used publicity
campaigns, to create awareness about civil rights issues that were emerging
during this time.

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- Television and radio adverts were used to advertise/ relay information and
generate publicity about many issues occurring in society by various
organizations.
v. Fifth stage
- This was predominantly 1980s - Onwards.
- Photojournalism was used widely to highlight events in society.
- Integrated communication was used widely by organizations such as: Use of
adverts, public relations campaigns, television shows.
- Use of computers and internet emerged, through which individuals and
organizations could reach large mass audiences at given time.

TOPIC 3: DECLARATION OF PRINCIPLES OF PUBLIC RELATIONS

- Declaration of Principles refers to a statement released Ivy Ledbetter Lee in


1906, which is seen as laying important groundwork for the public relations
profession in the decades to follow.
- Ivy Ledbetter Lee issued a ‘Declaration of Principles’ which is a set of
guidelines of codes conduct by organizations or individuals engaging in
public relations and newspapers.
- The principles were developed to change the attitudes of companies in how
they viewed information relayed to the public. The principles were against
the view of “Public be damned” (where companies relayed information that
was sometimes inaccurate, but did not care about the repercussions from
public.”
- The basis of the declared principles was Ivy Lee to communicate to
newspapers that: “All work is done in the open. We aim to supply news…
Our plan is frankly, and openly, on behalf of business concerns and public
institutions, to supply the press and public of the United States prompt and
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accurate information concerning subjects which it is of value and interest to
the public to know about. ”
- The basic idea is to promote openness, accuracy and transparency in
reporting news and relaying information the public.
-END-

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