Chapter 4 Think! textbook. Slides adapted from Think!

1. Ch 4: The Growth of A Profession
Adrienne Wallace MS, MPA

2. A Brief History of Public Relations
• Ancient beginnings
– The Rosetta Stone
– Julius Caesar
– The Church
Adrienne Wallace MS, MPA

3. A Brief History of Public Relations
• Public relations in colonial America
– Promoting settlement
– Struggle for independence
• Boston Tea Party.
• Thomas Paine- English-American political activist,
author, political theorist and revolutionary. Author:
‘Common Sense’ 1776.
• Federalist Papers – Hamilton, Madison, Jay.
Adrienne Wallace MS, MPA

4. A Brief History of Public Relations
• The age of the press agent
– The age of hype
– Davy Crockett, Buffalo Bill, Annie Oakley
– Press agent tactics
– The King: P. T. Barnum
• Tom Thumb, Jenny Lind
• Public relations grows as America grows
– Settling the American West
– Railroad promotion techniques
Adrienne Wallace MS, MPA

5. A Brief History of Public Relations
• The rise of politics and activism
– Political beginnings
• Amos Kendall
• Teddy Roosevelt
– Activists
• Abolitionists
• Prohibitionists
• Women’s rights advocates
• Environmentalists
Adrienne Wallace MS, MPA

6. A Brief History of Public Relations
• Modern public relations comes of age
– Henry Ford
• Positioning and accessibility
– Ivy Lee
• First public relations counselor
– Rockefeller
• Four key contributions
– George Creel
• WWI
– Edward Bernays
• Father of modern PR
Adrienne Wallace MS, MPA

7. A Brief History of Public Relations
• Public relations expands in postwar America
– Rapid growth in all areas of public relations along
with the development of mass media.
Adrienne Wallace MS, MPA

8. A Brief History of Public Relations
• Evolving practice and philosophy
– 1800s to 1920s from press agentry to public
information to scientific persuasion.
– 1950s & ’60s - Relationship building
• Necessitated by activism
– 1970s & ’80s - Managerial approach
• Investor relations and MBO
– 1990s & ’00s - Relationship management
Adrienne Wallace MS, MPA

9. Four Models of Public Relations
• Press agentry/publicity
• Public information
• Two-way asymmetric
• Two-way symmetric
Adrienne Wallace MS, MPA

10. Trends
• Feminization of public relations
– 85% of PR practitioners are women [Ragan, 2012].
– 20% of PR practitioners in management are
women [Ragan, 2012].
– Women earn less money than men [70 cents to a
dollar]-Lilly Ledbetter Act of 2009.
Adrienne Wallace MS, MPA

11. Global Scope
• The public relations industry is growing in many nations.
– Global public relations industry grew by slightly more than 8 percent
in 2010, ending the year with fee income of at least $8.8 billion and
employing about 60,000 people.
– Edelman had the highest revenue for public relations agencies in
2010, with $531.5 million in income.
• The average annual public relations budget in a publicly-owned company
is $9.9 million.
• The average annual public relations budget for a government agency is
$16.4 million.
Source: The Holmes Report -
http://bit.ly/SBDk2s

12. PR in the US
• Total communications spending, including advertising, marketing, and
communications, increased 4.2% in 2011.
– Expected to grow 5.6% this year (2012), outpacing GDP growth of
4.4%.
– Predicted total communications spending will grow 31%, or by $343
billion, to $1.4 trillion by 2015.
• Spending on traditional public relations services grew by 4.9 percent.
– From 2005-10, to $3.7 billion.
• Spending on combined public relations and word-of-mouth marketing
spending will grow 14.6% this year.
• Annual spending on traditional public relations services will increase at a
compound annual growth rate of 8 percent, to $5.4 billion.
• Annual spending on word of mouth marketing services will increase at a
compound annual growth rate of 22.3 percent, to $5.6 billion.
– Up from $2 billion in 2010.
Study performed by Veronis Suhler
Stevenson - http://vss.com

13. PR Employees
• According to the U.S. Bureau of Labor Statistics:
– Over 7,000 public relations firms in the United States.
– Community is even larger considering the public relations function
within America’s:
• Corporations, government bodies, health care institutions, military
branches, professional services firms, associations, nonprofit
organizations, and other public and private entities.
• In 2008
– 64,000 individuals employed as public relations managers (up from
63,000 in 2007).
– 135,000 employed as public relations specialists (up from 132,000 in
2007).
• Job titles vary greatly within the industry thus difficult to track.
Source: US Bureau of Labor Statistics -
http://www.bls.gov/

14. Trends
• The importance of diversity
– Minorities constitute 34% of U.S. citizens.
– Hispanics are the fastest growing group.
– Minority practitioners lag behind population
trends.
– Professional groups seek to encourage minority
practitioners.
Adrienne Wallace MS, MPA

15. Trends
• Other major trends in public relations
– Transparency
– An ever-broadening social medial toolbox
– Increased emphasis on evaluation [ROI]
– 24/7 news cycle
– Evolving mass media
– Outsourcing
– Solo PR pro
– Lifelong learning
Adrienne Wallace MS, MPA

16. #PRin2012
Adrienne Wallace MS, MPA

17. #PRin2012
Via PRNewswire
Adrienne Wallace MS, MPA

18. #PRin2012
Business Increases Its Voice In The Digital Space
•If 2011 was the year of brands getting their owned-
media properties in order, 2012 will be the year of PR
professionals empowering business leaders and experts
to get involved. As we look to the year ahead, it’s
important for communicators to understand the
methodology and value in this and be prepared to work
with business leaders, decision makers and subject
experts to get them up to speed and involved on digital
platforms if they aren’t already. (Aedhmar Hynes, CEO,
Text 100)
Adrienne Wallace MS, MPA

19. #PRin2012
Convergence Continues
•The recent news about Johnson & Johnson appointing Michael
Sneed as vice president of global corporate affairs, overseeing global
marketing and public relations, stands as yet another indication that
brand and reputation continue to converge and create the need for
joining forces. Always a hot-button issue in PR, the reality is that
organizations will continue to merge their brand management
functions (marketing) with their reputation management functions
(PR).
•If PR professionals are going to continue to work closely with their
marketing brethren and generate significant results for clients, they
need to get more comfortable with analytics. (MaryLee Sachs, former
U.S. chairman, Hill & Knowlton; author, “The Changing MO of the CM
O”)
Adrienne Wallace MS, MPA

20. #PRin2012
Organizations Will Be Defined By Communication
•Time magazine named “the protester” as its
person of the year for 2011 — an insight that foreshadows a
challenge for every organization in 2012: never will it be
easier for any David to throw any Goliath off stride, and never
will organizations be more defined by communication. As we
move ever closer to a world in which global publishing power
lies in every person’s pocket, the punishment for failing to
listen, engage, anticipate and respond effectively will be
severe; and the rewards for an organization that defines itself
through communication will be rich indeed. (
Daniel Tisch, APR, Fellow CPRS, chair, Global Alliance; CEO,
Argyle Communications.)
Adrienne Wallace MS, MPA

21. #PRin2012
Wanted: Great Industry Leadership
•The issues currently being debated by the profession are
almost exactly the same as those that occupied the
industry a decade ago. The topics are familiar to both
student and veteran: ethics, formal definitions, diversity,
measurement and skills.
•With better leadership, the PR industry has the
opportunity to become the management consultants of
the 21stcentury. We need to claim our ground. The
industry needs leadership. (Stephen Waddington,
managing director, Speed)
Adrienne Wallace MS, MPA

22. #PRin2012
The Rise Of The ‘Influence Professional’
•The irreversible change wrought by social media and related
technologies, and advances in business performance
management, such as the Balanced Scorecard and
strategy maps, require transformation of the organization’s
structure, culture, skills, policies and processes to secure
competitive advantage, or simply to maintain viability. The
task of tracking the six influence flows demands a new skill set
and a new job role that I refer to as the “Influence
Professional.”
•If information paucity characterized the 20th century
marketing and PR, so-called “big data” is both the challenge
and opportunity of the 21st. (Philip Sheldrake, author and
founding partner, Meanwhile).
Adrienne Wallace MS, MPA

23. #PRin2012
Social Validation Becomes The ‘Holy Grail’
•In 2012, a campaign’s ability to produce buzz in social or
shared media will become a valid, if not Holy Grail
barometer, of one’s success plying the “earned, owned
and paid” media spheres. The booming social TV /
second-screen revolution moves beyond a novelty to an
actual barometer of a campaign’s success, as brands
increasingly look to integrate their stories across multiple
simultaneous channels and platforms. (Peter Himler,
founding principal, Flatiron Communications.)
Adrienne Wallace MS, MPA

24. #PRin2012
Shifting Metrics And Integration Drive Digital PR
•Both a challenge and opportunity for public
relations professionals in 2012 is to have more
data-driven decision-making processes. For those
of us focusing primarily on digital, identifying the
right data that can inform decisions and integrating
across all channels will position us for success. (
Joe Ciarallo, vice president of
communications, Buddy Media)
Adrienne Wallace MS, MPA

25. #PRin2012
The Consumerization Of IT Changes PR From The Inside, Out
•The consumerization of IT and technology is an important
internal business issue for PR firms in 2012. Consumerization
of IT has the potential to increase PR firms’ productivity,
engender employee satisfaction and provide a more agile,
responsive client service experience. Look for consumer-
focused technologies, such as social messaging platforms, to
increasingly make their way into the arsenal of PR firms’ in-
house communications and IT, fundamentally changing how
PR professionals communicate with one another and work
directly with clients across multiple platforms and
channels. (Janet Tyler, president, Airfoil Public Relations)
Adrienne Wallace MS, MPA

26. #PRin2012
Economic Realities Reset The PR / Media Relationship
•The impact of a depressed economic environment will
demand incisive PR support to cut through the confusion
and blurring of media channels that is sure to intensify in
2012. Social media will continue to exert its sometimes
unseen, stealthy influence on more established
publishers and broadcasters. A richer, more confusing
and, perhaps, less reliable media market will
ensue. (Stefan Stern, director of strategy, Edelman;
former management columnist, The Financial Times)
Adrienne Wallace MS, MPA

27. #PRin2012
The Rise Of ‘Brand Journalism’
•Layoffs and rapid turnover mean many PR pros are
finding it difficult to establish solid relationships or earn
the attention their promotional efforts may deserve.
Enter Brand Journalism. As media fragmentation
continues relatively unabated, look for more companies
in 2012 to explore the realm of Brand Journalism by
hiring their own “reporters” to produce brand content
and news. While enticing, companies will need to
carefully weigh theethical perils present in Brand
Journalism. (Derek DeVries, communications technology
manager, Grand Rapids Community College)
Adrienne Wallace MS, MPA

28. #PRin2012
Solo PR Pros Make Their Mark
•A confluence of events will make 2012 the year the
industry discovers that independent public relations
consultants are its secret weapon. As the economy edges
toward recovery, the key to weathering the oscillating
business cycles that have become the norm is the
effective use of independent PR contractors. There is a
growing understanding within the business community
that solo PR pros are experienced and savvy
professionals, who play a key role in our
profession. (Kellye Crane, principal, Solo PR Pro)
Adrienne Wallace MS, MPA

29. #PRin2012
Talent Acquisition Goes Social
•Will hiring for public relations positions increase in 2012?
Many economic indicators offer encouragement. Beyond an
increase in specific job openings, reports indicate a
fundamental shift taking place in the way the job market
functions. Continuing use of social media as a means to
enhance one’s career prospects will pave the way for new
talent-acquisition opportunities and challenges.
•The coming year will find employees encroaching on HR
territory, serving as brand ambassadors to prospective
employees. A coordinated effort between HR and public
relations to offer continued social media training and
guidelines is essential. (Valerie Simon, co-
founder, #PRStudChat)
Adrienne Wallace MS, MPA

30. What Do You Think?
• In what ways do you think Public Relations will
evolve in the next half century?
Adrienne Wallace MS, MPA

31. A Growing Professional Practice
• The Public Relations Society of America
– The largest national public relations organization
in the world
– The Public Relations Student Society of America
(PRSSA)
Adrienne Wallace MS, MPA

32. A Growing Professional Practice
• The International Association Business
Communications
– The second-largest organization of
communication and public relations professionals
Adrienne Wallace MS, MPA

33. A Growing Professional Practice
• The International Public Relations Association
– A London-based global organization
Adrienne Wallace MS, MPA

34. Professionalism, Licensing, and
Accreditation
• Professionalism
– Professional practitioners should have:
• A sense of independence
• A sense of responsibility to society and public interests
• Concern for the competence and honor of the
profession
• A higher loyalty to the profession than to an employer
– Careerist versus professional values
– Technician mentality
Adrienne Wallace MS, MPA

35. Professionalism, Licensing, and
Accreditation
• Licensing
– Advocates
• Defines PR, unifies curricula, unifies standards, protects
clients, protects practitioners, raises practitioners’
credibility
– Opponents
• Violates 1st amendment, malpractice laws exist, states
license but PR works nationally/internationally, ensures
only minimum competence/ethics, increased credibility
not ensured, expensive
Adrienne Wallace MS, MPA

36. Professionalism, Licensing, and
Accreditation
• Accreditation
– “Certification” by professional organizations
– PRSA and IABC offer accreditation.
Adrienne Wallace MS, MPA