JAMM 445 Public Relations: Early history. Quote of the Day “The engineering of consent is the very essence of the democratic process, the freedom to persuade.

JAMM 445JAMM 445

Public Relations: Early historyPublic Relations: Early history

Quote of the DayQuote of the Day

““The engineering of consent is the The engineering of consent is the very essence of the democratic very essence of the democratic process, the freedom to persuade process, the freedom to persuade and suggest.”and suggest.”

--Edward Bernays, 1947--Edward Bernays, 1947

PR Origins: 1900-1920PR Origins: 1900-1920

Rise of PR...Rise of PR... ……runs parallel to muckrakingruns parallel to muckraking Businesses sought way to Businesses sought way to

repair their image after repair their image after negative reportsnegative reports

PR Pioneer: Ivy LeePR Pioneer: Ivy Lee

11stst agency, 1906, agency, 1906, New YorkNew York

Represented Represented railroads, coal railroads, coal companies, companies, Rockefeller familyRockefeller family

PR Pioneer: Ivy LeePR Pioneer: Ivy Lee

““Our plan is, frankly Our plan is, frankly and openly, on behalf of and openly, on behalf of the business concerns the business concerns and public institutions, and public institutions, to supply to the press to supply to the press and public ... prompt and public ... prompt and accurate and accurate information concerning information concerning subjects which it is of subjects which it is of value and interest for value and interest for the public to know the public to know about.”about.”

PR Pioneer: Ivy LeePR Pioneer: Ivy Lee

Famous clientsFamous clients New York Central RRNew York Central RR Colorado Fuel & IronColorado Fuel & Iron

– (Ludlow Massacre, (Ludlow Massacre, 1913)1913)

Edward L. BernaysEdward L. Bernays

1891-19951891-1995 Sigmund Freud’s Sigmund Freud’s

nephewnephew Famous clients: Famous clients:

AT&T, CBS, Procter & AT&T, CBS, Procter & Gamble, American Gamble, American Tobacco, himselfTobacco, himself

Edward L. BernaysEdward L. Bernays

Applied social science Applied social science concepts (sociology, concepts (sociology, psychology) to PRpsychology) to PR

Book: Book: Crystallizing Crystallizing Public OpinionPublic Opinion (1923) (1923)

Torches of LibertyTorches of Liberty Light’s Golden JubileeLight’s Golden Jubilee

Edward BernaysEdward Bernays

Interviewed by Interviewed by Bill Moyers, 1985Bill Moyers, 1985

The Image The Image MakersMakers

1930s: Corporate Growth1930s: Corporate Growth

Arthur PageArthur PageAmerican Telephone & American Telephone &

Telegraph (AT&T)Telegraph (AT&T) ResearchResearch LobbyingLobbying Internal communication Internal communication

with employeeswith employees

1930s: Corporate Growth1930s: Corporate Growth

““All business begins All business begins with the public with the public permission and permission and exists by public exists by public approval.”approval.”

--Arthur W. Page, --Arthur W. Page, 19391939

1930s: Anti-union 1930s: Anti-union campaigncampaign

Context: Depression, New Deal, labor Context: Depression, New Deal, labor unrestunrest

National Association of Manufacturers National Association of Manufacturers fought back with major PR campaignfought back with major PR campaign

Methods: Radio, motion pictures, Methods: Radio, motion pictures, billboards, direct mail, school displays, billboards, direct mail, school displays, speakers bureauspeakers bureau

ThemesThemes– ““Prosperity dwells where harmony reigns.”Prosperity dwells where harmony reigns.”– Businessmen = model citizensBusinessmen = model citizens

1930s: Anti-union 1930s: Anti-union campaigncampaign

““Selfish groups, including labor, the Selfish groups, including labor, the socialistic-minded and the radical, socialistic-minded and the radical, have constantly and continuously have constantly and continuously misrepresented industry to the misrepresented industry to the people, with the result that there is people, with the result that there is a general misinformation of our a general misinformation of our industrial economy, which is highly industrial economy, which is highly destructive...”destructive...”

Reading for next classReading for next class