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 论文编号：
lw200707250757417537 |
| 论文属性：
Notes |
| 论文语言：English |
| 论文国家：China |
| 登出日期： 2007-07-25 |
| 字数： 5000 |
| 源程序：
无 |
| 价格：
免费论文 |
| 参考相关附件： |
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| 论文大纲，目录 |
| 关键词搜索：AC640 Government Public Policy Political Communication Citizens and Culture |
use of social hierarchy and the
superior intelligence of elites. For example, the medieval aristocracy had the assistance of
literate Roman Catholic church officials in the maintenance of social order. Society at the
turn of the century was in a time of transition from traditional rule by elites to effective
democracy, and this meant that the historical check on the irrationality of the people had
been temporarily lost. Therefore the mass opinions of the public were displacing the
traditional rule by elites, and these opinions were uninformed and irrational.
The means to manage the public were still in a primitive stage (e.g., opinion research, media
technology), and thus the social order was at risk. The media had to be developed in such a
way as to manufacture public opinion, and thus equip the public with the perspectives they
needed (and that elites wanted them to have). Therefore, the scientific management of
public opinion and consciousness was to replace the old traditional rule of elites through
church power and the authority of aristocratic title.
b. the early history of PR
The actual practice of PR begins with press agentry and publicity in the late 19th century.
These ancestors to modern public relations involved, respectively, getting stories about
clients into the news, and attracting the media’s attention to your client by developing
compelling spectacles. P.T. Barnum, master showman and circus owner, is often credited英语论文网 【http://www.51lunwen.org】
as the first user of publicity, and in the 1840s he made extensive use of strange promotional
gimmicks to promote his traveling show. For example, he used an elephant to plow some
land he owned in order to attract curious journalists to his circus and earn himself free
publicity.
The first modern PR professional was American Ivy Lee, who in 1906 was hired as a public
relations counsel for the coal industry, and later worked with the Rockefeller family. Another
early PR professional and Rockefeller employee was the man who would later become
Canada’s longest serving prime minister, William Lyon Mackenzie King. PR developed many
of its techniques in World War I, as part of the U.S. government’s Committee on Public
Information, which argued that government’s case for the nation’s entry into the war. But PR is more than planting stories and publicity gimmicks. Modern public relations
includes the following functions: providing media training to CEOs and others who are often
interviewed by the media; public opinion polling; communicating internally with employees
and investors, and many more. Its actual history can never be fully written, since much of its
work is by definition secretive. How many people realize, for example, that the Miss America
pageant began as a public relations gimmick in Atlantic City, or that the common association
we make between wedding engagements and diamond rings was fabricated by a PR firm
hired by the
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