Mata kuliah
Tahun
: 00332 - PUBLIC REALTIONS ADVERTISNG
: 2010
THE INDIVIDUAL IN PUBLIC
RELATIONS
Pertemuan 4
By: Dr. Drs. Dominikus Tulasi, MM.
Learning Objectives
• At the end of this meeting, students expected
to conclude the comprehension, definition, and
concept of Public Relations, related to
advertising tools, in achieving end consumers
or market targeting.
• The students are expected to originate their
analysis based on Marketing Mix as a
traditional fame of mind and the promotional
mix as its derivation.
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THE ROOTS OF PUBLIC RELATIONS
• Public Relations is a 20th-century phenomenon
whose roots extend deep into history; in a sense it
is as old as human communication itself. In
preceding civilizations, such as those of Babylonia,
Greece, and Rome, people were persuaded to
accept the authority of government and religion
through
techniques
that
are
still
used;
interpersonal
communication,
speeches,
art,
literature, staged events, publicity, and other such
devices.
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PR’s ORIGIN and EVOLUTION
(Ethical Perspective)
• Ivy Ledbetter Lee (1877-1934): “The Father of Public Relations”
After graduating from Princeton, Ivy Lee became a reporter in New
York City but soon gave that up to become a political publicist. Then,
1904, he and George F. Parker formed the nation’s third publicity
bureau. By 1906 he was the most inspiring success in the young
field or PR and found himself representing George F. Baer and his
associates (who were allied with the J.P. Morgan financial empire) in
a public controversy over an anthracite coal strike. Lee tried a
radical approach: Frankly announcing himself as a publicity
consultant, he invited the press to ask questions, handed out news
releases and presented his client as cooperative and communicative.
(Thomson Wadsworth, PR The realities of Public Relations, 2007: 30).
Lee’s “Declaration of principles,” issued in 1906.
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PUBLICITY
Early Development Publicity, which consists mainly of
the issuing of news releases to the media about the
activities of an organization or an individual, is one of the
earliest forms of public relations. It has been used for
virtually every purpose. Signs such as “Vote for Cicero.
He is a good man.” have been found by archaeologists in
ruins of ancient civilizations. In 59 B.C., Julius Caesar
ordered the posting of a news sheet, ‘Acta Diurna,
outside the Forum to inform citizens of actions of Roman
legislators; for Emperor!
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THE COLONIAL ERA
In 1620, broadsides were distributed in Europe by
the Virginia Company offering 50 acres of free land
to those bringing settlers to America by 1625. In
1641, Harvard College published a fund-raising
brochure, and in 1758, Kings College (now Columbia
University) issued its first press release, announcing
commencement exercises.
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NINETEENTH CENTURY
Public affairs were controlled mainly by the
aristocratic, propertied class until the revolt to the
so-called ‘common man’ placed rough-hewn Andrew
Jackson in the White House in 1828. Amos Kendall,
a former Kentucky newspaper editor, became an
intimate member of Jackson’s “kitchen cabinet” and
probably the first presidential press secretary. The
appointment demonstrated for the first time that PR
is integral to political policy-making and
management.
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TWENTIETH CENTURY
As the use of publicity gained increased acceptance,
the first publicity agency, known as the Publicity
Bureau, was established in Boston in 1900. Harvard
College was its most prestigious client. George F.
Parker and Ivy Ledbetter Lee opened a publicity
office in New York City in 1904. Parker remained in
the publicity field, but Lee became an adviser to
companies and individuals. In Washington D.C.,
William Wolf Smith established a firm to influence
legislators through publicity.
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THE FIRST PUBLIC RELATIONS COUNSEL
• The Combination of stubborn management attitudes
and improper actions, labor strife, and widespread
public criticism produced the first public relations
counselor, Ivy Ledbetter Lee. Although, as previously
noted, this Princeton graduate and former business
reporter for the New York World began his private
practice as a publicist, he shortly expanded that role
to become the first public relations counsel.
• The emergence of modern public relations can be
dated from 1906, when Lee was hired by the anthracite
coal industry, then embroiled in a strike.
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AFTER WORLD WAR II
The booming economy after World War II produced
rapid growth in all areas of public relations.
Companies opened public relations departments or
expanded existing ones. Government staffs increase
in size, as did those of nonprofit organizations such
as educational institutions and health and welfare
agencies. TV emerged in the late 1940s as a new
challenge for PR expertise. New Firm sprang up
nationwide. Educating managers on the value of
Public Relations itself.
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PUBLIC RELATIONS IN THE 1950
By 1950 an estimated 17,000 men and 2000 women
were employed as practitioners in Public Relations
and publicity. Typical of the public relations
programs of large corporations at midcentury was
that of the aluminum Company of America. Heading
the operation was a vice president for public
relations-advertising, aided by an assistant public
relations director and an advertising manager.
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WHY PUBLIC RELATIONS IS GROWING
Ronald B. Millman offers 7 reasons for the growth:
1. PR is cost-efficient.
2. PR has won over management.
3. The penalties of poor PR are viewed each night on the
10 o’clock news.
4. PR is no longer measured by the ink it produces.
5. PR is becoming more specialized.
6. PR tools are becoming more complex.
7. Markets are going international.
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