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The History of Public Relations in the USA and Malaysia (Introduction…
The History of Public Relations in the USA and Malaysia
Introduction
The term applied was not PR
Techniques are used to persuade people to accept government and religion
Interpersonal Communication
Stage events
Speeches
Publicity
Begins as early as in Babylon, Greece and Rome
The purpose and effects are still the same as practiced today
The American History of PR
SCENE 1
11th Century, the Roman Catholic Church persuade thousands of followers to serve God and gain forgiveness of their sins
Six centuries later, the church was among the first to use the word
propaganda
to supervise foreign missions
to train priests to propagate the faith
SCENE 2
Early 1900s, powerful business interests employed PR to defend their special interest against muckraking journalism & government regulations
The emphasis was on "telling our story" counterattacks designed to influence public policy toward more regulations about business.
SCENE 3
During World War I, one way persuasive communication was dominated and created
Committee on Public Information
The goal was to unite public opinion through nationwide propaganda campaign
PR took the form of publicity designed to influence others
SCENE 4
During World War II, the concept is to include notions of two-way communication,
Reciprocity
Relationships
Mutual and between
Indicating chance to an interactive view of the functions
Models of Public Relations
It is useful to examine the
four
public relations models developed by James E. Grunig to understand the key concepts of PR and how they are related to each other
Public Information Model
Aim to disseminate information to the public as truthful and accurately as possible
Used by government and NGO and association
PR serves as journalists in residents
Try to represent both organizational and public interest
Historical figure in Public Information Model
Ivy Ledbetter Lee, also known as father of public relations
Emphasize on dissemination of truthful, accurate information rather than distortions, hype and exaggerations on press agentry
Business & industry should align themselves with the oublic interest
Dealing with top executives and carrying out no program unless it had the active support of management
Maintaning open communication with the news media
Emphasizing the necessity of humanizing business and bringing its public relation down to the community level of employees, customers and neighbours.
Press Agentry Model
1st historical stage of public relation models
Aim to publicize the organization, products and its service
Involve one-way communication
The complete truth is not always told
Historical figure in Press Agentry Model
Phineas T. Barnum was born in 1810
A master of pseudo, which is planned for the purpose of being reported
Used flowery language and exaggeration to promote his events
Public relations communications should reflect "
performance
" and "
truth
"
Two-way Asymmetric Model
The "whole truth" is essential - must consider perspectives of relevant publics
Feedback is use for manipulative purposes
Historical figure in Two-way Asymmetric Model
Edwar L. Bernays, also know as father of modern public realtion
Conceptualized a new model of public relations that emphasize the application of social sciences research and behavioral psychology to formulate campaign and messages that could change people's perceptions
PR persuade the public to agree with the organization's point of view
Business firms in highly competitive markets use this model
The purpose is to develop mutual understanding between organizations and public
Two-way, balanced communication
Two-way symmetric Model
Public and organizations are on a continuum
The organizations and the public seek to persuade each other as much as possible
Consider opinions of all stakeholders before moving towards a specific goal
Historical figure in Two-way Asymmetric Model
Helped to improve Public Relation by adding new theories including the four models of Public Relations
James E. Grunig, has over 20 years experience in the field of Public Relations & has published 250 articles, books, chapters, papers, and reports
The Malaysian History of Public Relations
Information Department (ID)
To earn trust from the people of Malaya
Kinds of information:
Safety of the publics from the enemies
Food ration
As an effort of
propaganda
Was established in 1939 when British had problem dissemination news to the Malayan about the war in Europe and there are chances for it to happen in Malaya
Two approaches in information dissemination
Van with a speaker to move around the villages and towns
announcing important information.
Loud speakers at urban areas.
Department of Information and Publicity (DIP)
Purpose
Strategy
: Publicity specifically on war in order to get support from the people of the Malaya
Disseminate information to the public
concentrates on the radio as a new orientation
Unfortunately, Malaya was attacked by the Japanese in December 1941 and was under the Japanese Administration until September 1945
Dr. Victor Purcell was appointed as the Head of Director
was established in 1940
Department of Publicity and Printing
was established under the British Military Administration (BMA), later after the victory over Japan in Malaya
Power of administration was succeeded in Singapore and Malaya
Colonel George Thomson was appointed as Director.
Department of Public Relations (PR)
Malayan Union was established to replace BMA and Department of Public Relations was set up also known as Jabatan Perhubungan Raya.
Tan Sri Hj. Mubin Sheppard a Malayan Civil Service officer was appointed as the Director.
Role
to bring back the trust of the people of Malaya towards the British as the level of confidence was depleted when British lost to the Japanese
to encourage the Malayan to be involved in agriculture due to limitation of food supply because of the war.
to build up the legislation and peace as the public administration collapse due to war.
Divisions
Division of Newspaper Services (Bahagian Perkhidmatan Akhbar)
Responsibilities
Writing news in magazines and having the journalistic skill
Experts in printing; however lack of equipments
General Information Division (Bahagian Penerangan Am)
Responsibilities
Set up reading rooms, exhibitions and films
Realized films (imported from overseas) manage to capture the attention of the publics in disseminating information on multi-racial.
All government departments to be involved and participate with the Department of Public Relations
Public Relations Department office has become
Information Department
and the
“Malayan Film Unit”
became the National Film.
Roles
To persuade the publics to support the government
Demolish the communist propaganda in times of emergency during 1948-1960
ERA OF VISION 2020
The roles and functions of the Department of Information were being intensified, planned and structured in keeping with the national objective, aspiration and philosophy
to inculcate into the minds of the people the thinking as well as the philosophy behind Vision 2020.
also to foster the emergence of a Malaysian nation, well-informed and with self-respect, for the purpose of achieving political, economic and social stability consistent with the aspirations