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Four Models of Public Relations
The origin of
http://www.bbc.co.uk/bbcfour/docum
entaries/features/shtml. public relations
Edward Bernays
Bernays is said to have invented the public relations
profession in the 1920s and was the first person to take
Freud's ideas to manipulate the masses.
He showed American corporations how they could
make people want things they didn't need by
systematically linking mass-produced goods to their
unconscious desires.
Bernays was one of the main architects of the modern
techniques of mass-consumer persuasion, using every
trick in the book, from celebrity endorsement and
outrageous PR stunts, to eroticising the motorcar.
His most notorious coup was breaking the taboo on
women smoking by persuading them that cigarettes
were a symbol of independence and freedom. But
Bernays was convinced that this was more than just a
way of selling consumer goods. It was a new political
idea of how to control the masses. By satisfying the
inner irrational desires that his uncle had identified,
people could be made happy and thus docile.
It was the start of the all-consuming self which has
come to dominate today's world.
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Public opinion
DISCUSSION:
What factors had a big influence on the emergence of
PR?
“….
(Edwards, 2009)
Propaganda
• Does your definition of “propaganda”
provide a positive or negative connotation
to public relations?
3
Persuasion
Persuasion
• Close links with Public Relations
• Goes back over 5000 years, made famous by
Eyptians, Greeks, Romans and even used by
Chinese Emperors
• Often thought by scholars as being less ethical
than negotiation and compromise
• Study of persuasion involves
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Persuasion
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Persuasion and psychology
- ____ says (Question of credibility)
• _____ - the character of • Which speaker would
the speaker you choose for the
• ______ - the nature of following event?
the speaker • Launch a new treatment
• _____ - the attitude of for lung cancer to
the audience medical profession:
(a) TV medical
• What makes a correspondent
spokesperson credible? (b) Lead researcher from
research NSW Cancer
institute
(c) Person suffering from
disease.
Says _____:
nature of the
message
A model of
persuasion
The ELM
model
Figure 13.1 Elaboration likelihood model
Source: Adapted from Petty and Cacioppo 1986
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Personality types
Table 14.1
Source: Based on Bettinghaus and Cody 1994
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Changing attitude and belief
Some theories
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8
History of PR campaigns
• Was it dedicated to publicity?
• Consider the opening of the Sydney
harbour Bridge on 19th March, 1932.
• Sesquicentenary (150yr) celebrations
and mourning in 1938
Source: http://www.ahoy.tk-jk.net/MoreImages6/ShrineOfRemembrance.jpg
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History cont …. example
Message: “populate or perish
–”
Films were shown in cinemas,
aboard cruise ships, at Australia
IMMIGRATION
House in London.
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History cont ….example
Snowy Mountains Hydro
Scheme
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What about me?
If you are ever in a position where you are
utilizing PR skills, please remember be;
• Truthful
• Authentic
• Show respect
• Equity (show fairness)
• Be socially responsible
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