History(1) - Public Relations History LearningObjectives...

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Public Relations History
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Learning Objectives Understand how the development of public relations occurred during attempts to mobilize public opinion in struggles for power and to promote change primarily in the United States Name major historical leaders and periods in public relations Cite the origins of some of today’s principles and techniques that guide the practice
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Historical Traditions and Periods 1. Rhetorician and Press Agent Tradition: “From the PR-like activities of the American Revolution to the Public-Be-Fooled and the Public-Be-Damned Periods” 2. The Journalistic and Publicity Tradition: “The Seedbed Period of the Public-Be-Informed” 3. The Persuasive Communication Campaign Tradition of WWI and Postwar Booming ‘20s: “The Beginning of the Mutual Understanding Period.” 4. The Relationship-Building and Two-Way Communication Tradition: “From Mutual Understanding to the Period of Mutual Adjustment and Corrective Action”
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Informal, PR-Like Activities of the Rhetorician and Press Agent Tradition PR evolved from techniques and tactics that used propaganda, promotion, and press  agentry to attract attention to a person, institution, idea, cause, or product. These  techniques are used today, but mostly in entertainment and professional sports,  although political  spin doctors  fit this tradition. Early Staged (Special) Events   Lady Godiva s (1040-80) ride in her B-day suit to promote a cause—the removal  of tolls from the town of Coventry. She won her case, and her husband, the Earl,  removed tolls from the town, except for people on horseback. Everyone agreed  beforehand not to watch except for one person—the original  Peeping Tom! »         Samuel Adams  planned the Boston Tea Party              (Dec. 16, 1773) and coined the slogan  taxation  without representation is tyranny  to make it  memorable to a largely indifferent public. Early Uses of Propaganda    Term was coined by the Roman Catholic Church in the 17th  century with  the creation of the Congregatio de Propaganda to propagate, or spread, the faith of  Christianity.   
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PR-Like Activities and Press Agentry The  Boston Massacre  (March 5, 1770) wasn t that at all. Taunted British  guards fired on  a gang of toughs,  as one newspaper reported, killing five  and injuring others. But Adams propagandized the incident to promote his  belief that a standing army during peacetime is inherently evil.  
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PR-Like Activities and Press Agentry Promoting support for the Constitution Winning independence did not end the  need to mould public opinion. The loose  union of states under the Articles of  Confederation did not work. The federalists  authored 85 letters (
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