COMM 227 Module One Journal Guidelines And Rubric Overview

Com 227 Module O Ne J Ournal Guidelines And Rubricoverview Journa

Com 227 Module O Ne J Ournal Guidelines And Rubricoverview Journa

Com 227 Module O ne J ournal Guidelines and Rubric Overview: Journal assignment in this course are designed to help you make meaningful connections between the course content and the larger goals of this course. These journals are meant to offer you a real-world glimpse of public relations, as well as the opportunity to put your critical-thinking skills to work by expressing your thoughts in response to the questions assigned for you to answer. Prompt: Submit a 250–500 word journal assignment that explains modern day public relations (PR). Be sure to answer the following in your assignment:

· Based on your reading this week, write a brief overview of the history of PR, calling out at least two specific events or milestones that impacted the field.

How has public relations has changed over time?

· What is modern PR? How is it viewed today?

· Explain how the history of the field has influenced perceptions of the practice today.

· Choose an example of a modern-day PR campaign from PRWeek’s Winner Case Studies (Note that you will need to scroll down on the page to find the Winner Case Studies section, and the website may take a minute to load before you are able to scroll.) Briefly describe how your chosen campaign illustrates the definition of PR.

Guidelines for Submission: Submit assignment as a Word document with double spacing, 12-point Times New Roman font, and one-inch margins. This journal assignment should be 250–500 words in length.

Paper For Above instruction

Public relations (PR) has evolved significantly over the past century, transforming from basic publicity efforts to a sophisticated domain integral to organizational strategy. Its history is marked by several pivotal milestones that have deeply influenced how PR is practiced and perceived today. Understanding this evolution helps to contextualize modern public relations and its current prominence in communication strategies.

The origins of public relations can be traced back to the early 20th century, with figures like Ivy Lee and Edward Bernays laying foundational stones for the field. Ivy Lee, often regarded as one of the first practitioners, emphasized honesty and transparency in dealings with the public, notably during the 1914 Ludlow Massacre crisis, where he helped coal companies manage their reputation. This event signaled the beginning of PR as a strategic communication process rather than mere publicity. Edward Bernays further advanced the field in the 1920s by applying psychological and sociological theories to influence public opinion. His campaigns, including promoting cigarette consumption among women, exemplify how PR began to shape societal perceptions and behaviors, marking a milestone in understanding consumer psychology.

Over time, public relations has dramatically changed, especially with the advent of digital technology and social media. Traditionally, PR mainly involved media relations, press releases, and publicity stunts. Today, modern PR incorporates a multidimensional approach that includes digital media engagement, crisis management, corporate communication, and content marketing. This evolution has broadened the scope and increased the complexity of PR practices, allowing organizations to communicate directly with their audiences and manage their reputation in real-time. Consequently, public relations is now viewed as a strategic function integral to building and maintaining trust and credibility.

The historical milestones in PR have significantly shaped its perception in the modern era. The shift from manipulative tactics to transparent, authentic communication is central to current public expectations. Today, audiences value organizations that demonstrate social responsibility and genuine engagement. This shift has improved the reputation of PR as a profession committed to ethical standards and strategic communication, rather than merely spin management.

An illustrative example of a modern PR campaign is the “Ice Bucket Challenge,” which went viral in 2014 to raise awareness for ALS (amyotrophic lateral sclerosis). As described in PRWeek’s Winner Case Studies, this campaign effectively utilized social media to foster community participation and generate millions of dollars in donations. Its success exemplifies the core principles of PR: engaging with stakeholders, raising awareness, and leveraging multimedia channels to foster positive perceptions. The campaign’s authenticity and community-driven approach demonstrated how modern PR can create impactful societal change while aligning with organizational goals.

In conclusion, public relations has undergone profound transformations rooted in history, evolving from strategic advocacy to an essential, digital-age communication discipline. Its trajectory highlights the importance of ethical, transparent communication in shaping public perception and trust in the contemporary world.

References

1. Cutlip, S. M., Center, A. H., & Broom, G. M. (2006). Effective Public Relations (10th ed.). Pearson Education.

2. Bernays, E. L. (1928). Propaganda. Horace Liveright.

3. Gregory, A. (2004). Public Relations and Organizational Communication. Routledge.

4. Coombs, W. T., & Holladay, S. J. (2012). The Handbook of Crisis Communication. Wiley-Blackwell.

5. PRWeek. (2014). Case studies: Winner campaigns of the year. Retrieved from https://www.prweek.com

6. Fawkes, J. (2018). Public Relations Ethics and Professionalism. Routledge.

7. Heath, R. L., & Johansen, W. (2018). The International Encyclopedia of Strategic Communication. Wiley-Blackwell.

8. Greenberg, M. (2014). The Rise of Digital Public Relations: Strategies for Success. Journal of Communication Management, 18(2), 123–138.

9. Coombs, W. T. (2015). Ongoing Crisis Communication: Planning, Managing, and Responding. Sage Publications.

10. Heath, R. L. (2010). Strategic Public Relations: Theory and Practice. Routledge.