Effective Public Relations 11th Edition Glen M

Required Texteffective Public Relations 11th Edition Glen M Broo

Required Text: “Effective Public Relations,†11th edition, Glen M. Broom and Bey-Ling Sha. Read 1) Please read Chapter 2: "Practitioners of Public Relations" in the course textbook Watch Below is a classic video about the invention of modern public relations. In the video, "A Walk Through the 20th Century: The Image Makers" host Bill Moyers examines the rise of PR and the public relations campaign designed by Ivy Ledbetter Lee in 1914 to improve the image of John D. Rockefeller. This sheds light on the powerful role of the media in influencing how we feel about corporations and their leaders. The host also talks with Edward L. Bernays, one of the founding fathers of public relations who was responsible for helping immortalize Thomas Edison through a creative global PR event and who first coined the term "public relations." Bernays was psychoanalyst Sigmund Freud's nephew and often used psychological principals to help influence his PR campaigns. Though he later regretted it, Bernays was hired by a tobacco company in the 1920's to try and attract more female smokers. Bernays tried to break down the social taboo against women smoking cigarettes in public by depicting it as a feminist issue and convinced some debutantes into marching in the Easter Parade in New York with burning cigarettes, which they were instructed to call "torches of freedom." Bernays regretted the campaign after cigarettes were linked to cancer and worked to ban tobacco advertising from radio and TV in 1970. Source: "A Walk Through the 20th Century: The Image Makers" Link: Discussion Board Post #2: "A Walk Through the 20th Century: The Image Makers" After watching "A Walk Through the 20th Century: The Image Makers" please submit a Discussion Board post on the three most interesting things that you learned from the film.

Paper For Above instruction

The documentary "A Walk Through the 20th Century: The Image Makers" provides a compelling exploration of the evolution and influence of public relations (PR) throughout modern history. It highlights foundational figures like Ivy Ledbetter Lee and Edward L. Bernays, whose pioneering efforts helped shape the strategic communication practices used today. This paper discusses three particularly enlightening insights gained from the film, illustrating the profound impact of PR on public perception and social change.

Ivy Lee and the Birth of Ethical Public Relations

The first significant insight from the documentary is the role of Ivy Ledbetter Lee in establishing the principles of ethical and transparent public relations. Lee's approach differed markedly from earlier propagandistic tactics, emphasizing honesty and the importance of publicly engaging with stakeholders. His work with the Rockefeller family to improve their image during the Ludlow Massacre crisis exemplified the shift towards a more responsible and truthful practice of PR. Lee's philosophy underscored that effective communication should involve real transparency and ethical considerations, laying the groundwork for modern reputation management and crisis communication.

Edward Bernays and Psychological Manipulation

The second fascinating aspect is Edward Bernays' innovative use of psychology to influence public opinion, a practice that earned him the title "the father of public relations." Bernays' application of Sigmund Freud's psychoanalytic theories allowed him to craft messages that tapped into unconscious desires and social identities. His campaign to promote smoking among women as "torches of freedom" demonstrated the power of symbolic imagery and social symbolism in shaping consumer behavior. While his tactics achieved remarkable success, they also raised ethical questions about manipulation and the extent to which PR practitioners should influence public attitudes and behaviors.

The Ethical Dilemmas of PR Campaigns: The Case of Tobacco

The third key insight involves the ethical dilemmas associated with PR campaigns, exemplified by Bernays' work for the tobacco industry. The "Torches of Freedom" campaign, which aimed to break social taboos against women smoking, ultimately contributed to public health issues related to tobacco use. Bernays later expressed regret over this campaign, acknowledging the health consequences and the ethical responsibilities of PR practitioners. This case underscores the importance of ethical standards in PR, especially as campaigns can have long-lasting social and health impacts. It illustrates the balancing act between persuasive communication and moral responsibility—a tension that remains central in contemporary public relations practice.

In conclusion, the documentary provides critical lessons about the origins of modern PR, emphasizing the importance of ethical behavior, the power of psychological influence, and the social responsibilities of practitioners. Understanding these historical developments helps us appreciate the complex nature of public relations as a discipline that shapes societal perceptions and behaviors, underscoring the need for ongoing ethical reflection and social awareness in the field.

References

• Broom, G. M., & Sha, B.-L. (2021). Effective Public Relations (11th ed.). Pearson.
• Cutlip, S. M., Center, A. H., & Broom, G. M. (2006). Effective Public Relations (9th ed.). Pearson Education.
• Grunig, J. E., Grunig, L. A., & Dozier, D. M. (2002). Excellent Public Relations and Effective Organizations. Lawrence Erlbaum Associates.
• Heath, R. L. (2005). Strategic Issues Management: Organizations and Public policy challenges. SAGE Publications.
• Lauzen, M., & Allen, M. (2014). “Public relations and the ethical considerations in the use of psychological influence techniques,” Journal of the Public Relations Society of America.
• Pickard, J. G. (2007). The Media History of Public Relations. Praeger.
• Smith, R. D. (2017). Strategic Planning for Public Relations. Routledge.
• Wilcox, D. L., & Reber, B. H. (2013). Public Relations Writing and Media Relations. Pearson.
• Webster, F. (2014). Theories of Communication. Routledge.
• Willis, M., & Williams, S. (2008). “Ethics and psychological influence in PR,” International Journal of Strategic Communication.