19.Джорж Ф. Баер, возглавлявший собственников угольных шахт, отказался разговаривать с прессой и даже с Президентом Теодором Рузвельтом, который взялся урегулировать спор.

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The empire builders of the 19th century often disdained a curious public and an inquisitive press, but this attitude soon came under fire from muckraking journalists. In 1906 Ivy Lee, a former newspaperman, became publicity adviser to a group of American anthracite coal-mine operators who had aroused the anger of the press by their haughty attitudes toward miners and the press in labor disputes. Lee persuaded the mine owners to abandon their refusal to answer questions, and he shortly sent out an announcement that the operators would supply the press with all possible information. Later that year he was retained by the Pennsylvania Railroad and brought into effect a new practice: giving the press full information about railroad accidents. In this he was forging a major ingredient of what had not yet come to be called public relations.

Government agencies began hiring publicists in Great Britain and the United States; U.S. legislation (1913) required congressional authorization to spend government funds on “publicity experts,” whereupon the experts masqueraded under such euphemisms as “director of information.” The natural affinity of government for public relations, little explored since Machiavelli, was flowering. From 1924 to 1933 in England, the Empire Marketing Board used large-scale publicity to promote trade; it has been called “the archetype of government public relations departments.” In Great Britain, as in the United States, the appointment of public relations directors by various government departments during World War II was a prelude to greatly increased postwar emphasis on public relations. Within a decade hardly an agency of any government was without its public relations staff. Perhaps more importantly, public relations had come to be recognized as indispensable to any organization subject to attention in the press and the rapidly developing broadcast media.

(“Public relations.” Encyclopaedia Britannica Online. 3 Aug. 2007. 15 Sept. 2007. <http://www.britannica.com/eb/article-9061796>).

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После Октябрьской революции, в 20-30 годы система связей с общественностью в России переживала сложный период становления и развития. В первые послереволюционные месяцы в стране развернулась атмосфера публичности, предпринимались попытки организации участия народных масс в диалоге власти и общества. Но после разгона Учредительного Собрания произошло быстрое свёртывание демократического плюрализма

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общественных мнений. А власть сделала ставку на террор и насилие. Наступил период «военного коммунизма» и гражданской войны, когда диктатура пролетариата трансформировалась в диктатуру одной партии. Возникла исключительно жесткая иерархия государственной власти, аналогичная по своему характеру патриархальным деспотиям Древнего Востока, и командно-административная система управления экономикой. Однако благодаря наличию могущественных сил в области пропаганды, несмотря на террор и насилие по отношению к «врагам народа», СССР имел весьма привлекательный имидж в глазах очень многих людей, включая всемирно известных писателей, актёров и режиссёров, а также простых людей в странах западных демократий. В борьбе за массы широко использовались приёмы пропаганды и агитации, впоследствии нашедшие своё место и в арсенале ПР.

7. Problem solving

Visit the web-site of the Museum of Public Relations in New York http://www.prmuseum.com/ and give a presentation of a public relations campaign by one of the American PR-pioneers: Edward L. Bernays, Moss Kendrix, Chester Burger, Carl R. Byoir, Arthur W. Page.

While preparing and giving the presentation keep the following tips in mind: 1. Leave nothing to chance

Check everything before you are due to speak – room, visibility, acoustics and equipment.

2. Know exactly how to start

Plan the first minute of your presentation down to the last detail. Try to memorize your opening words. This will help you sound confident and in control.

3. Get straight to the point

Don’t waste time on long boring introductions. Try to make at least one powerful statement in the first two minutes.

4. Talk to your audience

Many of the best presentations sound more like conversations. So, keep referring back to your audience, ask them questions and respond to their reactions.

5. Know what works

Certain things are always popular with an audience: personal experiences, stories with a message, dramatic comparisons, amazing facts they didn’t know. Use them to the full.

6. Be concise

Keep your sentences short and simple. Use deliberate pauses to punctuate your speech.

7. Speak naturally

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