1.2 Ivy Lee and Edward Bernays
4 min read•august 20, 2024
and revolutionized public relations in the early 20th century. Their innovative techniques and philosophies laid the groundwork for modern PR practices, shaping how organizations communicate with the public.
Lee focused on and crisis management, while Bernays applied social sciences to influence . Their contrasting approaches continue to spark debates about PR ethics and the balance between persuasion and manipulation.
Pioneers of public relations
- Ivy Lee and Edward Bernays are considered two of the most influential figures in the development of modern public relations
- Their innovative techniques and philosophies helped shape the field of PR and established many of the practices still used today
Ivy Lee's contributions
Establishment of first PR firm
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- Founded the first public relations firm, Parker and Lee, in 1904
- Provided PR services to clients such as the Pennsylvania Railroad and the Rockefeller family
- Helped establish PR as a distinct profession separate from advertising and journalism
Open communication philosophy
- Believed in providing accurate and truthful information to the public
- Encouraged companies to be transparent and proactive in their communication with stakeholders
- Argued that open communication could help build trust and credibility with the public
Innovative PR techniques
- Developed the press release as a way to disseminate information to the media
- Used publicity stunts and events to generate media coverage for clients (e.g. staging a train crash for the Pennsylvania Railroad)
- Pioneered the use of testimonials and endorsements to promote products and services
Crisis management strategies
- Helped clients navigate public relations crises and mitigate negative publicity
- Advised the Rockefeller family during the , a violent labor dispute that resulted in the deaths of several miners and their families
- Developed strategies for responding to media inquiries and managing public perceptions during times of crisis
Influence on corporate PR
- Helped establish the role of PR in the corporate world
- Encouraged companies to view PR as a strategic function that could help achieve business objectives
- Worked with clients such as AT&T and General Motors to develop comprehensive PR programs
Edward Bernays' influence
Development of modern PR
- Considered the father of modern public relations
- Applied principles from social sciences such as psychology and sociology to the practice of PR
- Helped establish PR as a professional field with its own set of theories and practices
Application of social sciences
- Drew on insights from psychology and sociology to understand how to influence public opinion
- Believed that PR could be used to shape attitudes and behaviors on a mass scale
- Used techniques such as surveys and focus groups to gather data on public attitudes and opinions
Shaping public opinion
- Viewed PR as a way to mold public opinion in favor of his clients' interests
- Developed campaigns to promote products, ideas, and causes (e.g. promoting bacon as a healthy breakfast food for the Beech-Nut Packing Company)
- Believed that the public could be persuaded through the use of symbols, slogans, and other persuasive techniques
Wartime propaganda efforts
- Served as a member of the Committee on Public Information during World War I
- Helped develop campaigns to build support for the war effort and demonize the enemy
- Used techniques such as news releases, posters, and films to shape public opinion
Controversial PR campaigns
- Some of Bernays' campaigns were criticized for being manipulative or unethical
- Worked with the American Tobacco Company to encourage women to smoke cigarettes as a symbol of female empowerment
- Helped the United Fruit Company orchestrate a coup in Guatemala to protect the company's business interests
Comparison of Lee and Bernays
Similarities in approach
- Both believed in the power of PR to shape public opinion and achieve business objectives
- Emphasized the importance of understanding the target audience and tailoring messages accordingly
- Used a variety of tactics and channels to reach and influence the public (e.g. , events, publications)
Differences in philosophy
- Lee believed in providing accurate and truthful information, while Bernays was more willing to use persuasive techniques to shape opinion
- Lee focused more on managing crises and building trust, while Bernays was more interested in proactively shaping attitudes and behaviors
- Bernays drew more heavily on insights from social sciences, while Lee's approach was more journalistic in nature
Impact on PR industry
- Together, Lee and Bernays helped establish PR as a distinct and influential profession
- Their approaches and techniques continue to be studied and adapted by PR practitioners today
- The debate over the ethical implications of their work has helped shape discussions about the role and responsibilities of PR professionals
Legacy and criticism
Lasting influence on PR
- Lee and Bernays' contributions helped lay the foundation for the modern PR industry
- Many of the techniques and strategies they pioneered are still in use today (e.g. press releases, media relations, public opinion research)
- Their emphasis on understanding and influencing public opinion has become a core tenet of PR practice
Ethical considerations
- Some of Lee and Bernays' tactics and campaigns have been criticized as manipulative or misleading
- The use of PR to shape public opinion raises questions about the line between persuasion and propaganda
- The potential for PR to be used to serve narrow interests at the expense of the public good is a ongoing concern
Debate over manipulation vs persuasion
- Critics argue that Lee and Bernays' work often crossed the line from persuasion to manipulation
- Defenders argue that they were simply using the tools of communication to advocate for their clients' interests
- The debate over the ethics of PR continues to this day, with some calling for greater transparency and accountability in the industry
Key Terms to Review (16)
Crisis communication: Crisis communication is the strategic approach to communicating with stakeholders during a significant disruption or emergency that threatens an organization's reputation and viability. It involves preparing for, responding to, and managing public perceptions during a crisis to minimize damage and maintain trust.
Crystallizing public opinion: Crystallizing public opinion refers to the process of shaping and solidifying the views and beliefs of a target audience, making them clearer and more defined. This concept emphasizes the role of communication in influencing how the public perceives issues, brands, or organizations. By effectively conveying messages, practitioners can help audiences form opinions that are aligned with desired perceptions, which is particularly significant in the early development of public relations practices.
Edward Bernays: Edward Bernays was an influential figure in the development of public relations as a distinct profession, known for his innovative use of psychology and media to shape public opinion and behavior. His work laid the foundation for modern PR practices, emphasizing the importance of understanding audiences and crafting strategic communication.
Ivy Lee: Ivy Lee was a pioneering figure in public relations, often regarded as one of the founding fathers of the profession. He is best known for his emphasis on transparency and open communication between organizations and the public, setting the stage for modern PR practices. His innovative approaches to managing public perception during crises and his strategic communication efforts for corporate clients significantly shaped the development of public relations as a discipline.
Ludlow Massacre: The Ludlow Massacre was a tragic event that took place on April 20, 1914, during a coal miners' strike in Ludlow, Colorado. It involved the violent confrontation between striking miners, who were protesting for better working conditions and union recognition, and the Colorado National Guard, resulting in the deaths of men, women, and children. This event highlighted the struggles between labor rights and corporate interests, impacting public perception of labor movements.
Media relations: Media relations refers to the practice of building and maintaining positive relationships between an organization and various media outlets. This involves communicating effectively with journalists, providing them with accurate information, and ensuring that the organization's messages are represented fairly in news coverage. A strong media relations strategy is crucial for managing public perception and enhancing the organization's reputation.
Press agentry: Press agentry is a public relations practice focused on generating publicity and media attention for an individual, organization, or cause, often through sensationalism or exaggerated claims. This approach aims to create a positive public image and promote events or initiatives, primarily through media channels. The roots of press agentry can be traced back to the early days of public relations, when practitioners aimed to capture the interest of the press to influence public perception.
Propaganda: Propaganda is a strategic form of communication aimed at influencing public opinion or behavior to support a particular cause or agenda. It often involves the selective presentation of facts, emotional appeals, and persuasive messaging to shape perceptions and mobilize individuals toward specific actions. The use of propaganda can be both ethical and unethical, depending on the intent and honesty behind the messaging.
Public opinion: Public opinion refers to the collective attitudes, beliefs, and perceptions held by the general population on various issues, events, or policies. It plays a crucial role in shaping decision-making, influencing public relations strategies, and driving societal change. Understanding public opinion helps organizations and individuals navigate how their messages resonate with different audiences and can determine the success or failure of communication efforts.
Public relations: a press agentry model: The press agentry model is a public relations approach focused on generating publicity for a client or organization, primarily through media coverage. It emphasizes creating attention-grabbing stories or events to influence public perception, often prioritizing persuasion over accuracy. This model connects to the foundations laid by early public relations pioneers, who understood the power of media in shaping public opinion and the importance of strategic communication.
Rockefeller's Public Relations Strategy: Rockefeller's public relations strategy refers to the carefully crafted approach taken by John D. Rockefeller and his associates to manage public perception, particularly during the 1914 Ludlow Massacre. This strategy included transparency, communication with the media, and addressing public concerns in a bid to restore his image as a benevolent philanthropist rather than a ruthless industrialist. The strategy highlighted the importance of proactive public relations tactics, setting the groundwork for modern practices in the field.
Torches of Freedom: Torches of Freedom refers to the 1929 event where women marched in New York City to promote the idea of women smoking in public, branding it as a symbol of liberation and equality. This campaign was orchestrated by Edward Bernays and aimed to challenge social norms, linking smoking to women's emancipation and attracting public attention to the broader women's rights movement.
Transparency: Transparency refers to the practice of openly sharing information and being honest about actions, decisions, and policies within an organization or during communication. It fosters trust and accountability, making it a vital principle in building strong relationships with stakeholders and the public.
Truthfulness: Truthfulness refers to the quality of being honest and accurate in communication, particularly in public relations, where credibility is essential. It emphasizes the need for transparency and integrity when conveying messages to the public. This concept is crucial in shaping trust between organizations and their audiences, as it fosters a relationship based on honesty and reliability.
Two-way communication: Two-way communication is a process where information is exchanged between individuals or groups in both directions, allowing for feedback and dialogue. This approach contrasts with one-way communication, where information flows only from the sender to the receiver. Two-way communication is essential for building relationships, fostering engagement, and ensuring mutual understanding, making it a cornerstone of effective public relations practices.
World War I Propaganda: World War I propaganda refers to the strategic communication efforts employed by various nations during the First World War to influence public opinion, bolster morale, and encourage enlistment and support for the war effort. This form of communication utilized various media, including posters, films, and pamphlets, to shape narratives and portray enemies negatively while promoting national unity and patriotism. The effectiveness of these propaganda campaigns marked a pivotal moment in the early development of public relations as a professional practice.