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What is public relations
Strategic communication tactics that build mutually beneficial relationships between a company and the public
What is the difference between public relations and advertising?
Advertising is more controlled.
What are stakeholders?
People who are interested in an issue, event or occurrence
What social and cultural impacts does public relations have?
convinces many american businesses the values of nurturing the public
sets the tone for corporate image-building leading to economic success vs. environmental success (both can happen)
energy
labor issues
What area does public relations have the most profound impact?
political process
What are press agents?
the first PR practitioners who wanted to advance clients’ images through media exposure (typically staged)
→ originated in late 19th century
t/f public relations was also used to help big businesses.
true
Who was Ivy Ledbetter Lee?
the father of modern public relations campaigns
what are modern public relations campaigns like?
citizens were well informed → rise of middle class, increasing literacy rates, labor organizations, spread of info through print media
more difficult for companies to fool the public
executives realized they could sell more products with a positive public opinion
What did Ivy Ledbetter Lee advise?
companies publicly should vow to do better
admit any mistakes
let newspapers in on the story
Argued: a more open relationship between business and press would lead to a more favorable public image
Edward Bernays
nephew of Sigmund Freud
1st person to apply psychology and sociology to public relations
taught 1st class of public relations (NYU 1923)
Who were some of Edward Bernays’ clients?
general electric
American tobacco company
Good Housekeeping Magazines
Time Magazine
Government of India
City of Vienna
President Coolidge
Doris Fleischman
became Bernays’ business partner in 1922
member of the Lucy Stone League
PR emerged as an acceptable career for women
→ 1929 event staged of women smoking at Easter Parade (newspapers called ahead of time), event was called Torches of freedom
When was the Lucy Stone League established?
1921
What is the Streisand effect?
when you try to suppress certain information but your efforts backfire
Where does advertising happen today?
social media
online search ads
online websites
space in newspapers
television
movies
billboards
neon signs on streets/ businesses
restrooms
bars
radio
where did advertising originate?
existed since 3000 BCE in Babylon
had storefronts
In Egypt, merchants hired criers for ships
Pompeii (79 CE)
European Cities (900 CE): Town Criers
Printing Press (Mid 1400s)
Handbills (1470s) appeared in English newspapers
Boston News-letter Colonial America (1704)
When did the first ad agency originate?
1841
Volney Palmer and N.W. Ayer created it
Ayer created content for his clients
Charged 25% commission
sold space to clients in newspapers
Trademarking and Packaging
manufacturers served retail store owners
storekeepers set their own prices based on their cost for large quantities
manufacturers then realized they could get more $ by making smaller packages that were more distinctive
customer would ask for the product by name
ultimately paying more for the branded item than the generic product
Was there any differences between advertising today and the past?
19th century focused on impression of significant differences
differences themself were minimal
public demanded certain brands of generic
prices then increased; stores had to carry the branded items
t/f product differentiation associated with brand-name packaged goods represents one of the biggest triumphs in advertising
true
t/f in the late 1800s medicine had a large sector of ad agencies
true
t/f 2/6 off all print ads came from patent medicines & drug companies
False, only 1/6 print ads are from patent medicines and drug companies
What were some of the issues with some of these patent medicines?
some of these medicines had 15-40% ethyl alcohol
Mrs. Winslow’s soothing syrup contained morphine
What did the late 1800 advertisements cause?
regulation of products
developed industry codes to restore consumer’s confidence in products
advertising companies couldn’t create “false claims”
What is the pure food and drug act of 1906?
prohibited the sale of misbranded or adulterated food and drugs in interstate commerce
laid outline for FDA
Labels needed to clearly state ingredients
Ingredients that would harm consumers or cause damage were prohibited
Presence of 11 dangerous ingredients had to be listed
Included: morphine, caffeine, opium, cocaine, cannabis
Was updated: Federal, Food, Drug and Cosmetic Act of 1938
What are PSA’s?
Public Service Announcements
Ad Counsel’s mission: convene the best storytellers to educate, unite and uplift. By opening hearts and inspiring action, together we can accelerate change
Who is watching over advertising?
The FTC
Their mission: protecting the public from deceptive or unfair business practices and from unfair methods of competition through law enforcement, advocacy, research and education.
How do the FTC watch over advertising?
pursue strong and effective law enforcement against deceptive, unfair and anticompetitive business practices
create and share practical, plain-language educational programs for consumers and businesses
advance consumers’ interests by sharing our expertise with federal and state legislatures and U.S. and international government agencies
develop policy and research tools through workshops conferences and hearings.
What can the FTC can do for deceptive advertising?
require advertisers to change the ad
may require the advertisers to remove the ad from circulation
can impose monetary civil pentalties
mandate that companies run new campaigns to correct deceptive ads
What changes did Bezos make to the New York Times?
provided subscribers unlimited free access:
Post’s website
Mobile apps for other metropolitan papers
Eliminated monthly subscription fees
typically paid by those wanting to read more than a set number of articles
t/f Bezos did a good strategy of public relations and advertising
True
bring people to the site
see what they are missing
educate and inform the audience
add a public (customers) who were knowledgeable and tech savy
add a public (customers) who wanted to invest in digital technology
Legacy Media
the traditional media, often owned by large corporations
includes newspapers, magazines, book publishers, and television networks
Why does News Matter?
satisfies our desire to know things we cannot experience physically
→ Newspapers:
documents daily life
Bear witness to ordinary events
Bear witness to extraordinary events
What is the beginning of newspapers like?
Oral: family-to-family, tribe-to-tribe, by community leaders and historians
first known printed text: China
The Diamond Sutra → oldest printed book
Acta Diurna: news sheet from Julius Ceasar
Latin for daily events
15th-century printing press → Gutenberg
Who published “Publick occurrences, both foreign and domestick” (1690)?
Benjamin Harris
Why was the newspaper, “Publick occurences, both foreign and domestick”, cancelled?
they made disparaging comments about the King of France
ALSO
When was the Boston Newsletter Published?
1705
What was special about the Boston Newsletter?
it was the first paper to publish multiple issues in the American Colonies
In 1721 James Franklin published what?
New-England Courant
Why is the New England Courant special?
it was the first newspaper to be published without approval from the British Crown
Why did Ben Franklin have to take over the New Englant Courant?
James was arrested for irritating the authorities
In what year did Ben Franklin write his own paper? What is it called?
1729, Pennsylvania Gazette
What did Ben Franklin add to his newspaper that was different from other papers?
political cartoons (Join or Die)
Weather report
What were some traits of colonial newspapers (prior to 1830)
designed for wealthy and elite
underwritten by political parties
Less than 2000 subscribers at most
content was based on editors opinions
considered to be expensive (had to be paid annually)
6 cents per day (AVG wage was 86 cents daily)
primarily 4 pages.
front and back were advertising
middle pages held content
Who is Benjamin Day?
1830’s, envisioned selling large numbers of papers to the emerging growth of literate people
What paper did Benjamin Day Publish?
the New York Sun
What are some characteristics of the New York Sun?
Motto: “it shines for all”
Cost: 1-2 cents per day
Could be bought on the streets
Advertisements became reasonable source of revenue
Patent medicines, alcohol, narcotics = key advertisers
Ads became more prominent
What were some characteristics of the penny press?
usually independent
ignored politics
understood target audience
invented the concept and emphasized news or new things
What did traditional papers think about penny papers?
Don’t like the idea of publishing “news” rather than political debates
regular people considered: newsworthy
Rich people considered: rich and famous
How did the industrial revolution change the news industry?
penny papers available through the usage of machine-made paper
new affordance allowed for street sales of newspapers (not only subscriptions)
Who invented the steam engine (1769)?
James Watt
Who opened a water powered textile mill (1790)?
Samuel Slater
Who invented the cotton gin (1793)?
Eli Whitney
Who invented the steel plow (1837)?
John Deere
Who invented the telegraph (1844)?
Samuel Morse
What is an economic base?
advertising
advertising revenue
classified ads
street sales
How many readers were dedicated to black newspapers
about 40 newspapers between 1827 to 1865
What were some challenges that black newspapers faced?
higher rates of illiteracy
hostility from white society
What was the first black newspaper?
Freedom’s journal
What paper did Fredrick Douglass found?
The Northstar, but it eventually merged with liberty party paper
What was the most circulated black newspaper?
Pittsburg Courier
What communities did the Spanish language newspapers serve?
bilingual
spanish speaking
When was El Misisipi Founded
1808
How many spanish language newspapers were in Texas in the 1800s?
150
What is the largest spanish daily newspaper in the US?
La Opinion based out of LA
How many latino newspapers are currently in the US? Puerto Rico?
624 in the US
558 in Puerto Rico
Why do media deserts matter?
communities lack a newsource that provides meaningful and trustworthy locals representing on issues such as health, government, and environment
vacuum that leaves residents ignorant of what’s going on in their world, incapable of fully participating informed residents
What is an oligopoly?
where a handful of companies control an industry
What could be an issue with oligopoly?
investment companies hold:
private equity
hedge funds
maximized funds
t/f nearly 45% of daily circulation is now controlled by these types of owners
What are ghost newspapers?
newspapers that devoid of much actual local news that often carry only syndicated content from other newspapers
When did broadcasting begin?
1939 by NBC sending out television broadcasts from New York World’s Fair
What are some characteristics of television?
Originated in 1930s
previously had limited options but was no cost to viewers
viewers could watch programs only when aired, at certain times, by major networks
t/f In 1948, 1% of America’s households owned a TV
True
t/f By the early 1960’s 90% of American Households owned 1 tv
True
How did TV become diverse and varied
sitcoms
dramas
game shows
talk shows
cartoons
films
sports
news
How is content produced and delivered?
local broadcast stations
networks
cable networks
streaming services
social media platforms
hollywood studios
international production companies
How is broadcast media funded?
advertising
subscription
pay-per-view
public support
Who is Philo T. Farnsworth?
he invented the electronic television
What are the effects of television?
restaurants were having customers stay for less time. They wanted to watch prime time tv shows
When did color television start?
1954 companies started to experiment with color
1959 only 3 shows were in color
Why was NBC peacock invented?
to show viewers what they were missing in color vs. watching in black and white.
What are some characteristics of Community Antenna Television?
remote areas could not access
cable was initially intended to get a clear signal, not additional programming
Who invented the first roll of film in 1884?
George Eastman
Who invented the first motion picture camera to used roll film?
Louis Aime Augustin Le Prince
Who improved Eastman’s roll film in 1889?
Hannibal Goodwin
When is Hollywood’s golden age?
Early 1930’s to Late 1940s
What were some characteristics of movies from Hollywood’s golden age?
Critical acclaim and commercial success of movies that were created
the approach to a narrative
reliance on a genre
adherence to specific production conventions
What are some movie genres?
historical
religious
social drama
slapstick
comedy
war
western
musical
thriller/suspense
Rom Com
Gangster
Sci Fi
Film Noir
Horror
What were the original ratings for movies
G: General
M: Mature
R: Restricted
X: became associated with levels of pornography
Note 
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