PBRL 270 Chapter Notes - Chapter 2: Edward Bernays, Westinghouse Electric Corporation, Relationship Marketing

• School: UTK
• Department: Public Relations
• Course: PBRL 270
• Professor: Candace L.White

Document Summary

Colonization was a commercial proposition- migrate and get free land. 1800s golden age of the press agent: press agent is a person whose work is to get publicity for an individual, organization, etc, also age of hype. Shrewd use of the media and other devices to promote an individual, a cause, or even a product or service: phineas t barnum best represents. Pseudoevent- planned happening that occurs primarily for the purpose of being reported. Knew the value of third party endorsement. Ve major historical themes: pro t, recruitment, legitimacy, agitation, advocacy. Westinghouse corporation- established what is believed to be rst in house publicity department. Ivy lee- regarded as the rst pr counsel: four important contributions. Advancing the concept that business and industry should align themselves with public interest. Dealing with top executives and carrying out no program without the active support of management.