9693103
Description
Mind Map by Palesa Mphaki, updated more than 1 year ago
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Created by Palesa Mphaki
about 7 years ago
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PR Theory and Practice
- History/Origin
- Thomas Jefferson -
1807 first combined
the words 'PUBLIC
and RELATIONS'
- PR in print -
1897
- Edward Bernays -
First Public
Relations counsel
in 1921
- Wrote first PR book-
Crystallizing public opinion
- Taught PR
college course at
NYU
- Believes PR involves
mass psychology -
Influencing the opinions
of masses
- Wrote first PR book-
Crystallizing public opinion
- Thomas Jefferson -
1807 first combined
the words 'PUBLIC
and RELATIONS'
- PR Founders (3)
- Edwards Bernays
- George Creel - Committee of PR
- Ivy Lee - First to practice PR publicly and
stipulated importance of PR Code of Ethics.
Invented the 'press release'. Clients included John
D Rockefeller and Hitler (Indirectly
- Edwards Bernays
- PR Uses Through History
- Promote Wars
- Raise money
- Publicise people
and events
- Promote religion
- Influence mass media
- Promote Wars
- PR Tactics
- Use of rhetoric
- Symbols
- Mass Media +
Technology
- Slogans
- Use of rhetoric
- 5 Stages of PR in USA
- 1) Preliminary
- Development of Communication channels
- PR Tactics eg. Publicity and
promotion
- Development of Communication channels
- 2) Communicating/Initiating
- Publicists, press agents,
promoters
- Publicists, press agents,
promoters
- 3) Reacting/Responding
- Writers as spokespeople
- PR on behalf of special interests
- Writers as spokespeople
- 4) Planning/Preventing
- Maturing of PR as a management function
- Maturing of PR as a management function
- 5) Professionalism
- Control over use of practice
at International level
- Body of Knowledge, Code of
Ethics, Formal PR Education
- Control over use of practice
at International level
- 1) Preliminary
- PR Profession
- 1980 - Present
- Reagon Presidency = New and
controlled uses of PR
- PR began merging with Advertising
firms which lead to 'full service'
agencies
- Globalisation = Global PR
= Global branding =
Global marketing =
Global strategies and
tactics
- 1980 - Present
- PR Future Outlook
- Employment for PR specialists
set to rise faster than average
in 2012
- Increase use of technology
- New challenges: Openness, positive
relationships, safety and security
- Loss of local content due to
comparison to international
content = multiculturalism
- Employment for PR specialists
set to rise faster than average
in 2012
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