Brewing and preliminary preparation period
The United States is a developed country of modern capitalism and the first country to use public-private relations. More formal public relations practice originated from political activities, such as the abolitionist movement, the constitutional movement and the presidential campaign.
19 since the 1930s, there has been a popular large-scale newspaper promotion agency activity in American history. Fenice barnum, the news agent at that time, was famous for making up lies. His creed is: "All propaganda is a good thing". His propaganda completely ignored the public interest and used deception as a means to seek personal interests, so this period was called "the public was fooled" by later generations. However, the public relations activities in this period were organized and had a clear purpose, which laid the foundation for the rapid development of public relations in the future.
The Birth of Modern Public Relations —— Li Jinmei Period
1. His public relations creed is "the public must be informed" and "tell the truth", and he advocates that enterprise management should follow the principle of "open door".
2. 1903 cooperated with Parker to set up a "publicity consulting company" in new york, becoming the first professional public relations person in the history of public relations to provide public relations consulting services for customers and get paid, thus creating a precedent for professional public relations.
He was employed by several giant companies to deal with labor disputes and social frictions, and established his position in the history of public relations with fruitful practical activities, and was praised as "the father of modern public relations" by later generations.
4. ivy lee's important contribution is manifested in his four contributions to public relations: first, he put forward the idea that industry and commerce should link their own interests with public interests, not oppose them; Second, when dealing with senior decision makers and managers, the plan can only be implemented if the managers actively support and handle it personally; Third, keep open and smooth information exchange with the news media; Fourth, emphasize the importance of humanization of industry and commerce, and do a good job in public relations with employees, customers and neighbors.
5. ivy lee's public relations consulting still lacks experience and intuition, but his position as a pioneer of public relations is indisputable.
The Scientization of Modern Public-Private Relations —— Edward bernays's Period
1. He is the founder of making the relationship between the public and the public systematic and scientific, and finally becoming an independent new discipline. His theoretical contribution is of epoch-making and milestone significance to the formation and development of public-to-public relations.
2. His book Mirror of Public Opinion is the first modern public relations work and one of the classic works of public relations.
3. He took the lead in setting up the course of public relations in new york University, and was also the first public relations expert in the world to introduce public relations into university education.
His public relations creed is "voting for the public interest". He advocated that before making a decision, an organization should first understand what the public likes, likes, agrees with, opposes, and has expectations and requirements for the organization, and then conduct organized publicity to meet the needs of the public on the basis of determining the public's values and attitudes. He believes that only by gaining public understanding and cooperation can enterprises achieve stable and sustainable development and remain invincible in the competition.
Edward Berners is not only a public relations theorist, but also a public relations practitioner. He has been entrusted by many American presidents and business tycoons, and successfully helped them shape a good social image.
Public-private relations in the heyday of America.
19 in the 1920s, public-private relationship has become a specialized profession, management art and science, and attracted much attention from all walks of life. The scale of public relations industry has been expanding, resulting in a large number of professional associations, and newspapers and periodicals with public relations have developed very rapidly.
1952, A Public Relations Course (also translated as Effective Public Relations) co-authored by Catrip and St. Bloom was published. This book comprehensively expounds a series of basic theories of public relations and introduces practical methods, which is of great value. It is known as the "public relations bible" of the United States and has led the practice and research of public relations so far. This is the most cited book in public relations literature.
Catlip, Saint and Bloom put forward the famous "two-way symmetry model", which typically summarized the essential characteristics of modern public relations. They believe that the ultimate goal of public-private relations is to establish a harmonious and good relationship between the organization and the public, which requires public-private relations to spread and explain the ideas and information of the organization to the public on the one hand, and to spread and explain the ideas and information of the public to the organization on the other hand, so that the organization and the public can form a relationship of mutual trust and be in a state of harmonious development.
On the basis of Seyffert's theory, Catlip and Saint further improved the working procedure of public relations, and summarized the working process of public relations into four steps: investigation, making plans, planning communication and evaluating results.
From 65438 to 0998, James Grugni, a famous American public relations scholar, presided over the research on the topic of "excellent public relations and communication management" and put forward the theory of globalization of public relations with "universal principles and special applications".