3. History of pr in the usa

1. Foundation of pr in the usa

PR as a science and as a job emerged in the USA.

In 1888 Mutual Life Insurance Company hired journalist Charles J. Smith to write a press-release to improve the company’s image.

In 1897 the term “ Public Relations” was used by Association of American Railroads as a job position.

In 1900 the first PR agency, Publicity Bureau, was founded in Boston.

At the beginning of the XX century the importance of public opinion for company’s image or politician’s prestige became clear. It was connected with the “muckrakers” activity.

The name of “ muckrakers” was given to those journalists and writers who criticized American society. This movement was started by the journalist Ida May Tarbell, who criticized the Standard Oil Trust. A lot of articles dealing with trusts activities were published in daily newspapers and magazines.

The “ father” of modern PR is Ivy Lee, a newspaperman.

During the WWI President W. Wilson founded special Committee of Public Information with journalist G. Creel at the head. Committee created political PR:

Wilson was re-elected with the slogan “ He pulled out us from the war”, though USA had economic interests in the war.

2. American PR in the 1920-30-s

In the 20-30-s PR firms acted all over the USA. PR system began to function in federal government of the USA, special position was created for press- secretaries.

President F.D. Roosevelt used the recommendations of his PR agent L. H. Howe to be in close contacts with public through newspapers and radio. 2 times a week president had press- conferences. Special service collected and studied opinions of the Americans. Every day some 4,000 letters were received by the White House.

Another concept was added by G. Gallup, E. Roper, C. Robinson: to evaluate public attitudes quantitatively by objective measurements.

But there was no distinct understanding of PR, public looked at PR as at mass media.

E. Bernays proved that PR was an honorable profession.

In N.Y. University Edward Bernays first time in history delivered a course of lectures which added another aspect of PR- counseling function.

Main PR campaigns of E. Bernays:

*General Electric, Light’s Golden Jubilee

**General Motors campaign

3.American pr at the second half of the XX c.

Now 200,000 are engaged in PR sphere in the USA, thousands of textbooks and special books were published, PR is taught in many universities.

*Case of Coca-Cola ( Moss K. Kendrix)

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Questions for the test

1. The beginning of PR history in the USA

2. E. Bernays as PR specialist

3. PR for American presidents

4. Examples of PR activities in the USA at the second half of the XX c.

Glossary

Press- release- пресс- релиз (информационное сообщение)

“muckrakers”- “выгребатели мусора”

hire- нанимать

Task for IWS- Contemporary PR in the USA

Task for office hours- E. Bernays activities

References.

Mandatory

У. Аги. Самое главное в PR, Cпб, 2004, стр. 55-88

Recommended

American History, p.212

Л.Н. Федотова , Паблик Рилейшнз и общественное мнение,, стр. 17-20

http://www.prmuseum.com