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History of PR 090104
History of PR 090104
He created the concept that there are many publics and each
public needs to be appealed to. He advised public relations
professionals to seek out group leaders and other key communicators
(opinion leaders), who would be able to pass along ideas to other
members of the public.
Other Bernays concepts include:
a. Public relations is a public service
b. Public relations should promote new ideas and progress
c. Public relations should build a public conscience
Bernays put his ideas into practice when he took on as clients
Proctor and Gamble and the Columbian Rope Company.
Proctor and Gamble had produced a radio commercial, which was
offensive to African-Americans. Bernays took these steps:
a. He changed the commercial
b. He got the company to offer African-Americans significant
jobs
c. He invited them to tour the plant
d. He featured African-Americans in the company newsletter
The Columbian Rope Company had an anti-union image. Bernays
took these steps:
a. He produced a radio program featuring union and
management panelists
b. He induced the company to bargain with the union
c. He offered tours of the plant
d. He convinced the company to sponsor a vocational
program
Edward Bernays may truly be called the father of public relations
and Ivy Lee the first public relations counselor.
Provided by Rowan University Communication Institute - 2000