History of pr

Early special in public relations specialized in promoting circuses performances and other public shows. Later, most PR practitioners were recruited from journalism. Highly paid PR positions are a popular career choice for many journalists. PR historians say the first PR firm, the Publicity Bureau, was established in 1900 by former newspapermen. Their first client was Harvard University.

The First World War also helped to stimulate the development of public relations as a profession. Many of the first PR professionals, including Ivy Lee, Edward Bernays and Carl Byoir started their careers with the Committee for Public Information, which organized publicity on behalf of US during World War I. Some historians see Ivy Lee as the first real practitioner of public relations, but Edward Bernays is considered today as the profession’s founder. In describing the origin of the term Public Relations, Bernays wrote,

« When I came back to the United States, I decided that if you could use propaganda for war, you could certainly use it for peace. And propaganda was a bad word because of the Germans using it. So what I did was to try to find some other words, so we named our organization Council on Public Relations ».

Ivy Lee was a man who developed the modern news release (also called a «press release»). He introduced a philosophy of the «two-way street» public relations, in which PR consists of helping clients listen as well as communicate messages to their publics. In practice, however, Lee often worked in one-way propaganda on behalf of clients, with bad image, including John D. Rockefeller.

Bernays was the profession’s theorist. A nephew of Sigmund Freud, Bernays took many of his ideas from Freud’s theories about the irrational, unconscious motives of human behaviour. Bernays wrote several books including Crystallizing Public Opinion (1923), Propaganda (1928), and The Engineering of Consent (1947). Bernays saw public relations as an «applied social science» that uses psychology, sociology, and other disciplines to scientifically manipulate the irrational public. «The conscious and intelligent manipulation of the opinions of the masses is an important element in democratic society», he wrote in Propaganda. «Those who manipulate this unseen mechanism of society form an invisible government which is the true ruling power of our country».

One of Bernays’ early clients was the tobacco industry. In 1929, he managed a legendary publicity event aimed at persuading women to start smoking cigarettes. Bernays arranged a march of women smoking cigarettes as a form of protest against the norms of a society. Photographs of what Bernays called the «Torches of Liberty Brigade» were sent to newspapers, persuading many women to equate smoking with women’s rights.

ВАРИАНТ 4

I. Перепишите предложения и переведите их на русский язык. Определите по грамматическим признакам, какой частью речи являются слова, оформленные окончанием -s-, и какую функцию это окончание выполняет, т.е. служит ли оно:

1. показателем 3-го лица единственного числа глагола в Present Simple;

2. признаком множественного числа имени существительного;

3. показателем притяжательного падежа имени существительного.

1. It became clear that television had a great influence on people's life.

2. She promised to give me this novel for a couple of days as soon as she reads it.

3. We have meetings every month.

4. In these circumstances we’re having no alternative.

II. Перепишите следующие предложения и переведите их на русский язык, обращая внимание на перевод определений, выраженных именем существительным.

1. Conventional energy companies are looking for renewable energy sources.

2. Teams of figure skaters and ice-hockey players undergo intensive training at the Sports Centre.

3. The Reading Room of the Library of Congress houses has a great collection of reference books.

III. Перепишите следующие предложения, содержащие разные формы сравнения, и переведите их на русский язык.

1. Buses require fewer parking lots, make less noise and use less road space per passenger than private cars.

2. The more effective is the technology, the quicker is the development of this country.

3. The London stock exchange is much older than the Singapore one.

4. We don’t have as many products on the market as two years ago.

IV. Перепишите и письменно переведите на русский язык следующие предложения, обращая особое внимание на перевод неопределенных местоимений.

1. This is an article that deals with some environmental problems.

2. There is nothing in the post for you this morning.

3. No one knew what to do, so I used my own initiative.

4. By means of satellites we can communicate with any country of the world.

V. Перепишите следующие предложения, определите в них видовременные формы глаголов и укажите их инфинитив; переведите предложения на русский язык.

1. Yesterday I contacted several firms to find out their requirements.

2. Computers control nearly everything we do in the modern life.

3. We used dictionaries when we wrote a test last Monday.

4. I shall never forget my visit to Greece.

VI. Переведите на русский язык.