4. History of Public Relations in Europe

1. Foundation of pr in Europe

Great Britain is considered the place of European PR birth. The term “ public opinion” appeared in England in the 12 century: kings needed public approval of their policy. In 1809 British treasury appointed press-secretary.

PR as a service was developed in the UK at the beginning of the XX c. In 1910 Marconi Company founded press- release department to disseminate information about the production of the company.

The Krupp firm in Germany used special technologies for the promotion of its production in the world.

In 1924 journalist B. Clark established Editorial Service Ltd in London whose service was counseling. Their first case- pasteurized milk.

*

The first person in the UK holding a post with “ PR” in the title was John Elliot. He was an active PR professional from 1925 to 1933 with the Southern Railway Company in Britain.

PR also appeared in the public sector. In 1926, S. Tallents became Secretary of the Empire Marketing Board ( EMB) established to develop and market goods produced in the Empire and to promote the concept of the Empire. Under Tallents the EMB organized press and poster campaigns, exhibitions, shopping weeks, Empire shops, lectures and radio talks. In 1930-s his new job was PR Officer for the General Post Office. His work there included development of a Post Office and brought him the Cup of the Publicity Club in London. S. Tallents was the first president of the Institute of Public Relations.

During that period a number of public bodies began to employ PR officers.

2. Professional activities of PR in GB

The Institute of PR ( IPR) was founded in London in 1948, in the same year as in America. The idea of a professional body was not universally welcomed: some PR practitioners were established in business already and did not greet the newcomers. Some believed that the institute would isolate the profession.

Tim Traverse – Healy was a young professional who set out a code of ethics for PR. In the 1950-s he was elected President of IPR.

**The Traverse- Healy philosophy

• PR, propaganda and publicity

- Information

- No such animal as “the general public “ exists-

- Dialogue-

** Six forces provide the societal justification for PR:

1.

2

3

4

5

6

In 1997 Traverse- Healy delivered a lecture “ Spin doctor - term of moment”. Spin means news management, misinformation, disinformation and manipulation aimed at misleading the public.

In Traverse- Healy opinion spin is dangerous – it could in the public mind undermine the credibility of public figures. Although spin doctors rarely lie, they carefully select information, omit essential parts of the truth.

At the end of the XX c. spin doctors are considered specialists who try to put possible best interpretation on events good or bad.

Examples of PR activities in the 1950-60-s :

The British Trawler Federation

The Hat Industry

Sotheby’s

Glossary

Disseminate- распространять

Poster- постер, афиша- жарқағаз

Access- доступность

Credibility- доверие- сенім

Omit- пропускать

Task for IWS- Contemporary PR in Britain

Task for office hours- to study other examples of PR activities in Britain

Reference

Mandatory

Аги У.,КамеронГ. Самое главное в PR, Питер. 2008

Recommended

Векслер А. История Public Relations: попытка хронологии //Советник. 1998. №9

Parsigan E., Proposal Savvy, A Guide for Journalists, 1996