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Lecture 2

MCA 180 Lecture 2: History and Current Challenges
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3 Pages
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Fall 2016

Department
Media And Communication Arts
Course Code
MCA 180
Professor
Zeke
Lecture
2

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9/19/2016
History and Current Challenges
I. Ancient Beginning
a. Sumeria, Babylonia, Persia – leaders used poems to promote battles and politics
b. Julius Caesar – reports, news and statues to promote achievements
II. Growth of an Industry
a. Publicity Bureau
a.i. Started by Ivy Lee in 1900
a.ii. Lee also wrote the “Declaration of Principles”
b. William Wolf Smith Agency in 1902
c. The Parker and Lee Agency in 1904
d. Edward Bernays writes first book
d.i. Crystallizing Public Opinion
d.ii. Teaches first class
III. War and Public Relations
a. WWI
a.i. Society more familiar with “propaganda”
a.ii. Committee for Public Information
b. WWII
b.i. Office of War Information
c. Vietnam, Iraq 1 and 2, Afghanistan
IV. PR in the New Millennium
a. Multicultural World
a.i. More women working
a.ii. Cultural population changes
b. Demand for Transparency
b.i. Self-reporting – information provided by an actor on its own behaviors
b.ii. Other-reporting – information provided by an actor on other actors’
behaviors
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9/19/2016 History and Current Challenges I. Ancient Beginning a. Sumeria, Babylonia, Persia – leaders used poems to promote battles and politics b. Julius Caesar – reports, news and statues to promote achievements II. Growth of an Industry a. Publicity Bureau a.i. Started by Ivy Lee in 1900 a.ii. Lee also wrote the “Declaration of Principles” b. William Wolf Smith Agency in 1902 c. The Parker and Lee Agency in 1904 d. Edward Bernays writes first book d.i. Crystallizing Public Opinion d.ii. Teaches first class III. War and Public Relations a. WWI a.i. Society more familiar with “propaganda” a.ii. Committee for Public Information b. WWII b.i. Office of War Information c. Vietnam, Iraq 1 and 2, Afghanistan IV. PR in the New Millennium a. Multicultural World a.i. More women working a.ii. Cultural population changes b. Demand for Transparency b.i. Self-reporting – information provided by an actor on its own behaviors b.ii. Other-reporting – information provided by an actor on other actors’ behaviors 9/19/2016 b.iii. Problem-reporting – non-behavioral aspect of the problem itself – actors monitor a problem and seek information on trends c. Corporate Social Responsibility c.i. Social and environmental expectations d. Fragmentation of the Media d.i. No single mass media that will be a good vehicle e. Increased emphasis on Measurement and Evaluation e.i. Return on Investme
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