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CMN 131 - Chpter 2 Public Relations Models through the Ages

Terms in this set (12)

Four Models of Public Relations (Grunig & Hunt, 1984)
1. Press Agentry/Publicity
2. Public Information
3. Two-way Asymmetric
4. Two-way Symmetric
1. Press Agentry/Publicity
• Pseudoevents
2. Public Information
• Press release (a.k.a. news release)
3. Two-way Asymmetric
• Persuasive
4. Two-way Symmetric
• Balanced
Key Figures in Public Relations History
P.T. Barnum
Ivy Ledbetter Lee (1877-1934)
Edward L. Bernays (1891 - 1995)

• Arthur W. Page (1883 - 1960)
• Henry Ford (1863 - 1947)
• George Creel (1876 - 1953)
• Teddy Roosevelt (US President, 1901 - 1909)
1800s was the golden age of
Press Agentry
P.T. Barnum
Publicity
Ivy Ledbetter Lee (1877-1934)
• Journalist Publicist Counsel
• Lee's "Declaration of Principles" (1906) laid PR's ethical foundation.
• Key Client: Rockefeller
• Emphasis on transparency
• Credited with "inventing" the press/news release
Edward L. Bernays (1891 - 1995)
• Sigmund Freud's nephew
• Self-proclaimed "father of public relations"
• Noteworthy campaigns:
• Lucky Strike (1929)
• P&G's Ivory Soap (1923)
• Light's Golden Jubilee (1929)
Broader Social History of PR - Besides business, public relations has a rich heritage in three "deep veins" of history.
• Religion
• Education, nonprofit, and reform
• Politics and government
5 Basic PR Motivations
1. Recruitment
2. Legitimacy (status conferral)
3. Agitation
4. Advocacy
5. Profit
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