JRL 101 Chapter Notes - Chapter 12: John D. Rockefeller, George Creel, Opinion Leadership
Document Summary
Public relations: the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends. Sent one way communication from the press agent to the media with little opportunity for feedback. Barnum, standard oil, railroads, and abolitionists movements: early users of press agentry. Ivy lee: early pr practitioner, helped railroads deal with image problems, worked with john d rockefeller in 1914, stressed the importance of telling the truth. Edward l. bernays: stressed the importance of two way communication, worked with the us. Gov"t during ww1 and tobacco companies in 1920. Applying principles of psychology and motivation to influence public opinion: engineering consent. World war i: committee on public information, cpi run by newspaperman george creel, message consistency, opinion leader. A two step process of persuasion that uses influential individuals to deliver information to the community. Functions of the public relations: according to bernays, the functions of public relations are.
