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Practice of Public Relations 13th Edition Seitel Solutions Manual
Practice of Public Relations 13th Edition Seitel Solutions Manual
Practice of Public Relations 13th Edition Seitel Solutions Manual
Teaching Perspective
Chapter 2 summarizes the history of public relations – from the Sophists in Greece to the
early American experience to modern-day leaders. The study of public relations history
is important in explaining to students how and why this relatively new field came into
being. In addition, the chapter discusses the pioneers in the field and what they
contributed.
It’s important to indicate to students that while public relations antecedents stretch
back over time – as long as individuals tried to persuade others to adopt their cause – the
practice itself is very much a recent phenomenon. Ivy Lee assisting John D. Rockefeller,
Jr. at the turn of the last century arguably “founded” the modern practice of public
relations. The first public relations course was taught at New York University in 1923.
The point is that modern public relations practice is not yet even 100-years-old.
Its history is still being written. Its leaders, therefore, are those teaching – and learning –
in the practice as we speak. So the responsibility to help build this field lies with each of
its practitioners and students.
The Case Study at the end of Chapter 2 chronicles the NFL ethics scandals that
rocked the league in 2014 and 2015 amid domestic and child abuse charges against two
players. The subject of the From the Top interview is Edward Bernays, a 20th-century
public relations luminary who pioneered the application of the social sciences to public
relations.
Ancient beginnings
Early American experience
Later American experience
Ivy Lee: The real father of modern public relations
The growth of modern public relations
Public relations comes of age
Public relations education
In this mini-case, the venerable Burson-Marsteller was caught trying to make Google,
their client’s competitor, look bad by approaching media members and bloggers with a
“whisper” campaign about one of its products.
In failing to reveal that they were representing Facebook, the two Burson employees
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PRSA was quick to denounce the “fake news” efforts: “This reflects poorly upon the
global public relations profession. Burson took the road of misleading and not disclosing
who they were representing.”
Questions
1. How should Burson have handled its Facebook assignment?
2. Should a public relations client always be identified?
Answers:
1. The Burson team would have been wise to consult Chapter 1 of this text, which
advises us that true public relations is based on sound character and proper
performance. Spin is the enemy and must always be avoided. Instead, the
employees should have built a straightforward campaign based on Facebook’s
positive attributes.
2. Ideally, yes. Although some cynics claim that “the best public relations is
invisible,” leading practitioners (including the historical luminaries discussed in
this chapter) have always held that honest and openness is the only credible
approach.
Discussion Starters
1. The factors influencing the spread of public relations in society were: 1) the growth
of big institutions, 2) increasing incidence of change, conflict, and confrontation in
society, 3) heightened awareness of communications, and 4) increased importance of
public opinion.
4. Muckrakers reported the abuses of robber barons, thus leading to the creation of
public relations professionals to explain the other side.
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5. Both Lee and Bernays were among the first to realize that everyone deserved his or
her day in the court of public opinion.
6. Both were effective forces in mobilizing public opinion in support of the United
States and its objectives. They set the foundations for today’s United States
Information Agency.
7. Arthur Page was a pace setter as one of the first corporate public relations
professionals, whose aim was to promote AT&T as an ethical and credible company.
8. Today, most public relations education programs are situated within colleges,
schools, and departments of journalism and/or communication. However, given the
growing influence of public relations within all organizations and across society,
public relations education should also be incorporated into business programs at
colleges and universities.
In 2014, the NFL and its Commissioner Roger Goodell were rocked by a series of
domestic violence scandals with far-reaching public relations implications.
The league’s problems began when TMZ.com released a video showing star Baltimore
Ravens running back Ray Rice punching fiancée Janay Palmer in an Atlantic City hotel
elevator. A second video released later showed Rice dragging her out of the elevator.
In the first incident, Ravens Coach Jim Harbaugh and Rice’s teammates stood by him
through disciplinary proceedings while the NFL said nothing publicly. But when the
second video broke, celebrities and other NFL players condemned Rice. Nike dropped its
sponsorship of him and the team terminated his contract. The NFL suspended Rice
indefinitely as demands grew for his permanent suspension and Goodell’s firing.
Later that year, Adrian Peterson of the Minnesota Vikings was indicted in a child abuse
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MASONIC RINGS
1, 3, Master Mason or Blue Lodge; 2, 4, Knights Templar; 5,
“The Signet of Zerubbabel,” adopted as one of the Royal Arch
symbols. Explained as the “Signet of Truth.” See Haggai, ii, 2–3;
6, 14th Degree, or Lodge of Perfection; 7, Emblem of 14th Degree
on one side, of 32d Degree on the other; 8, 9, 32d Degree; 10, 12,
Mystic Shrine rings; 11, 33d Degree]
RINGS OF ORDERS AND SOCIETIES
1, Senior Order United American Mechanics; 2, Knights of
Columbus. Raised centre emblem on black enamel; 3, Brotherhood
of Locomotive Engineers; 4, Knights of the Maccabees; 5, Order
of Railroad Telegraphers; 6, Improved Order of Red Men; 7,
Independent Order of Odd Fellows (encrusted sardonyx); 8,
Fraternal Order of Eagles; 9, Knights of Pythias (encrusted
sardonyx); 10, Sons of Veterans; 11, Knights of Pythias (raised
centre emblem on black enamel); 12, Patriotic Order Sons of
America; 13, Woodmen of the World; 14, Improved Order of Red
Men (raised centre); 15, Junior Order United American Mechanics
The variety of types of fraternity rings is manifold, most of the orders having a half-
dozen or more different ring-designs, although certain distinctive elements run through
all, as with the wide-spread Benevolent Protective Order of Elks, for instance, on whose
rings the elk-head is always conspicuously present. For rings of the Knights of
Columbus, the anvil, sword and battleaxe are never-failing marks. The Brotherhood of
Locomotive Engineers, a labor organization of the highest type, has for its device a
locomotive running on a railway track, with a telegraph pole at one side. The Loyal Order
of Moose has the head of the patron animal, less graceful than the elk, but better
suggesting the aggressive quality of this order. A considerable variety of designs are
represented among the rings worn by the Knights of Pythias; in most cases a helmet and
battleaxes are combined with a shield. Last, but not least, the Independent Order of Odd
Fellows has many rings rich in symbols, the all-seeing eye, the open hand with a heart in
it, a death’s-head and cross-bones, and everywhere, the three interlinked rings
characteristic of the order. These are only a few of the innumerable ingenious designs that
American factories have produced to satisfy an overwhelming demand for fraternity
rings. For the leading schools also, many special rings have been executed to be used as
prizes, or else to meet the wants of school fraternities or sororities. Of course, the
numerous college fraternities also frequently use specially designed rings as
distinguishing emblems.
The immense number of rings that must have been produced for members of the
largest societies becomes apparent when we consider that the Independent Order of Odd
Fellows, whose English foundation dates back to about 1745, now has a membership of
over 1,500,000, in the United States and more than 160,000 in other countries. To this
must be added the membership of the Daughters of Rebekah, a coördinate body of
women numbering about 700,000. Another society, the Knights of Pythias, though of
comparatively recent organization, having been founded in Washington, D. C., in 1864,
has over 700,000 members in the United States and Canada. This order has a branch
exclusively for the colored race, denominated the Knights of Pythias of North and South
America, Europe, Asia and Africa; its members number 50,000. The Benevolent and
Protective Order of Elks counts 410,000 members in 1309 lodges and the Knights of
Columbus, a fraternal and benevolent society founded in New Haven in 1882, had, on
July 1, 1914, 326,858 members.
The membership of the Greek-letter fraternities of the universities and colleges in the
United States is enormous. In 1914 there were 38 leading fraternities distributed in 1228
active chapters and counting 2,656,817 members, with 979 fraternity houses. The oldest
Greek-letter society, Phi Beta Kappa, was organized at William and Mary College,
Virginia, in 1776; Kappa Alpha was founded at Union College, in 1827, this being the
first fraternity to be organized according to the system at present prevailing. The first
sorority was Kappa Alpha Theta, established at De Pauw in 1870. The sororities now
have about 50,000 members in 395 chapters.
A gem representing one of the States is often set in a talismanic ring. The following is
a list of the stones of the various States in the United States,—a precious or semi-
precious stone having been found in every State:
Alabama Beryl
Arizona Turquoise
Arkansas Diamond
California Kunzite
Colorado Aquamarine
Connecticut Beryl
Delaware Pearl
Florida Chalcedony
Georgia Ruby
Idaho Opal
Illinois Pearl
Indiana Pearl
Iowa Fossil Coral
Kansas Chalcedony
Kentucky Pearl
Louisiana Chalcedony
Maine Topaz
Maryland Orthoclase
Massachusetts Beryl
Michigan Agate
Minnesota Chlorastrolite or Agate
Mississippi Pearl
Missouri Pyrite
Montana Sapphire
Nebraska Chalcedony
Nevada Gold Quartz
New Hampshire Garnet
New Jersey Prehnite
New Mexico Garnet or Peridot
New York Beryl
North Carolina Emerald
North Dakota Agate
Ohio Chalcedony
Oklahoma Smoky Quartz
Oregon Agate
Pennsylvania Sunstone or Moonstone
Rhode Island Amethyst
South Carolina Beryl
South Dakota Agate
Tennessee Pearl
Texas Agate
Utah Topaz
Vermont Beryl
Virginia Spessartite
Washington Agate
West Virginia Rock-crystal
Wisconsin Pearl
Wyoming Moss Agate
For fuller information concerning natal stones, stones of the month, stones of the day, stones of the
week, stones of sentiment, stones for posy rings, for wedding anniversaries and similar occasions, see
George Frederick Kunz, “The Curious Lore of Precious Stones,” J. B. Lippincott Company,
Philadelphia and London, 1913, xiv + 406 pp., 58 pl. (8 in color), many text cuts.
VIII
RINGS OF HEALING
C losely allied with the magic rings, so closely indeed that it is often
difficult to establish a satisfactory distinction between them, are the
rings of healing, those to which were ascribed special and peculiar
curative powers. In some instances this was due to a legend connected with
a particular ring or with the prototype of a class of rings; at other times the
therapeutic virtue was believed to result from the inscription of certain
letters or words. In other cases, again, the belief arose from the form given
to the ring.
In the course of his eleventh consulate, Augustus was attacked by a
serious illness. None of the remedies prescribed for him were of any avail,
until finally he was relieved by following the directions of Antonius Musa,
who recommended cold baths and cold drinks. As a reward Musa was
granted the privilege of wearing gold rings, and also received a large gift of
money from the grateful emperor.[548] Although this ring was not in itself a
cause of healing it was certainly the memorial of a successful cure.
A strange remedy for sneezing or hiccoughing, recommended by Pliny,
was to transfer a ring from one of the fingers of the left hand to the middle
finger of the right hand.[549] This prescription is copied from Pliny by the
physician Marcellus Empiricus[550] who says, however, that a ring should
be put on the middle finger of the left hand, adding that the cure was
immediate. Probably the explanation is to be found in the fact that rings
were rarely worn by the Romans on the middle finger, and hence the
unusual sensation produced by placing a ring on this finger operated to
check the nervous spasm causing the sneezes or hiccoughs. It is well known
that any nervous shock, sometimes a very slight one, will suffice to cure
such spasms; indeed, Pliny also advises the immersion of the hand in very
hot water.
Since lizards were believed to recover their sight by natural means after
they had been blinded, this fancy led to the use of a strange method for
procuring remedial rings. A blinded lizard was put into a glass vessel, in
which iron or gold rings were also placed. When it became apparent that the
creature had regained its sight, the rings were taken out and used for the
cure of weak and weeping eyes. Something of the natural force that
operated to restore the lizard’s vision was supposed to communicate itself to
the rings.[551]
In a treatise incorrectly attributed to the Roman physician Galen (“De
incantatione”), the statement is made that the wearing of a ring set with a
sard weighing twenty grains will ensure deep and tranquil sleep and give
protection against bad dreams or fearful “visions of the night.” For nervous
derangement, often a cause of nightmare, Marcellus Empiricus, who
practised medicine in the Roman world of the sixth century . .,
recommended a finger ring made out of the hoof of a rhinoceros, asserting
that any patient suffering from “obstruction of the nerves” would surely
experience relief by wearing such a ring. On the other hand a ring turned
out of rhinoceros horn was supposed to have efficacy against poison and
spasms.[552]
As a cure for bilious or intestinal troubles, the physician, Alexander
Trallianus (sixth century . .) recommends an iron ring with an octagonal
chaton on which should be inscribed the words:
Φεύγε, φεύγε, ὶον χολή, ἢ κορδαλος ἑζήτει.
“Fly, fly, wretched bile, the swallow is seeking thee.”[553]
This refers to the belief that the flesh of the swallow was a remedy for
those suffering from colic.
A gold ring, evidently of Byzantine origin, bears on the face, divided
into six segments, an invocation to the saints Cosmas and Damian.
According to Catholic legend these saints were brothers, of Arabian birth,
who practised medicine in Ægae in Cilicia at the end of the third century.
They were regarded as the patron saints of physicians and were often
invoked by those suffering from disease. Hence this ring probably
represents a type common in the Eastern Empire and used as a talisman for
the cure or prevention of various illnesses. We know that the Byzantines
were fervently devoted to three groups of saints, regarded as physicians,
whose festival days were July 1, November 1, and October 17.[554]
The initial letters of some magic or religious formula believed to operate
as a charm, were engraved on certain rings, as, for example, the four
Hebrew letters א נ ל אor their equivalents in Roman characters, sometimes
disposed as follows:
a|l
g|a
This was called the Shield of David and was believed to afford
protection from injury by wounds, fire, etc. The Hebrew letters are the
initials of the four words:
אח נבוד לעולם אלתים
“Thou, God, art mighty for ever.”
Massive gold ring engraved with the Wounds of Christ. A healing talisman; English;
Fifteenth Century. Found at Coventry, 1802
British Museum
Edward the Confessor bestowing his ring upon the beggar. From a tile in the
Chapter House at Westminster. Thirteenth Century
British Museum
The sapphire as an eye-stone. The woman points to her eye,
which the physician is about to relieve by applying a sapphire
ring
Johannis de Cuba, “Ortus Sanitatis,” [Strassburg, 1483], De
lapidibus, cap. cix
Curious test of the genuineness of a garnet set in a ring.
Should the stone not be an imitation, flies and wasps will not
alight on the wearer’s body, even though it be smeared with oil
Johannis de Cuba, “Ortus Sanitatis,” [Strassburg, 1483], De
lapidibus, cap. lx
Jeweller offering rings
Johannis de Cuba, “Ortus Sanitatis,” [Strassburg, 1483], De
lapidibus, cap. lxv
It was this mediæval tale that suggested to the German dramatic poet and
critic, Lessing, the celebrated parable of the three rings, which he puts into
the mouth of Nathan the Sage,[572] in answer to Saladin’s question as to
whether the true religion was Judaism, Christianity or Mohammedanism.
Nathan likens them to the three rings given by the father to his sons, the
secret as to which was the genuine magic ring being hidden from them.
Pursuing the parable, he makes the sons, after the father’s death, bring their
dispute before a court of justice. The judge having heard the testimony, at
first declares that it is impossible for him to determine which of the rings is
the genuine one; then, after a moment’s thought, he recalls the statement
that the hearts of all will be drawn toward him who has it, and asks which
of the brothers is most loved by the other two. They are honest enough to
confess in turn that each loves himself the best. Thereupon the judge
adjourns the case for a few thousand years, during which the race that has
shown the greatest virtues will become the favored one, and thus prove that
its ring was the true one.
Mediæval superstition did not shrink from the belief that some magicians
had such power over the spirits of evil that they could force a demon to take
up his abiding-place in a ring, and rings of this kind were thought to be
powerful medical amulets. In classic times also medicine-rings were known
and used, one having been given by Augustus to his son-in-law Agrippa.
[573]