I have selected 5 case studies for the historical section of this course. These cases shall show you the different steps in the historical development of the PR concept and profession. The last case, China’s Candidacy for the Olympic Games, is an example of contemporary public relations. This would allow you to compare how differently professional communicators design and implement strategic communication campaign in modern age.

1st case: PR during the American Revolution

This is perhaps the best example of PR in its earliest phase. The partisans of the independence effectively used communication to create national feeling and consciousness. The case study will show us the anticipation of some techniques that are frequently applied in contemporary PR (Hype, instrumental use of news, pseudo-events, …)

2nd case: The Ludlow Massacres

In this historical episode, you will familiarize yourself with the work of one of the pioneers in the PR business: Ivy L. Lee.

Ludow, Colorado, was one of the most important sites for the coal industry in the United States. In 1914, the miners’ union was trying to organize a strike to protest against the working and living conditions of the miners and their families. Some women and children died as the result of the repression by military forces. The reputation of the Standard Oil Company, owner of most of those coal mines, was seriously damaged by this incident. John D. Rockefeller Jr., who had succeeded his father as the head of the Standard Oil, hired Ivy L. Lee to deal with the crisis. I analyze in this case study the strategies used by Lee to restore the image of the company. You can also learn additional information about Lee’s life and work.

3rd case: Torches of Freedom

This case study will focus on the most important personality in the history of PR, Edward L. Bernays, and on the campaign that best shows Bernays’ personality and conception of the PR business.

Bernays is considered by most PR scholars and practitioners the father of contemporary PR. He was the first one who used the knowledge acquire in social-psychology to achieve scientific persuasion.

Visit the site dedicated to Bernays in the Web-site of the PR Museum.

4th case: The Four Freedoms Campaign

Both world wars resulted in a huge increase in the social and public relevance of PR.

This case study focuses on Norman Rockwell’s visual version of the Four Freedoms designed by President Roosevelt in his famous discourse. The goal of the campaign was to sell war bonds in order to support the economic efforts during World War II. It was one of the most successful campaigns in the PR history. We can learn from this campaign the power of symbols to create a common ground with the audience.

5th case: China’s Candidacy for the Olympic Games

The last case study will give you an example of contemporary PR in a global world. The challenge for the Chinese government was, first of all, to fill with enthusiasm the own population. Then, they had to convince the world public opinion that the regime would not use the Olympic Games to support any political agenda. This case study will also show you how to use new interactive communication technologies to effectively deal with national and international audiences.

1st case: PR during the American Revolution

This is perhaps the best example of PR in its earliest phase. The partisans of the independence effectively used communication to create national feeling and consciousness. The case study will show us the anticipation of some techniques that are frequently applied in contemporary PR (Hype, instrumental use of news, pseudo-events, …)

2nd case: The Ludlow Massacres

In this historical episode, you will familiarize yourself with the work of one of the pioneers in the PR business: Ivy L. Lee.

Ludow, Colorado, was one of the most important sites for the coal industry in the United States. In 1914, the miners’ union was trying to organize a strike to protest against the working and living conditions of the miners and their families. Some women and children died as the result of the repression by military forces. The reputation of the Standard Oil Company, owner of most of those coal mines, was seriously damaged by this incident. John D. Rockefeller Jr., who had succeeded his father as the head of the Standard Oil, hired Ivy L. Lee to deal with the crisis. I analyze in this case study the strategies used by Lee to restore the image of the company. You can also learn additional information about Lee’s life and work.

3rd case: Torches of Freedom

This case study will focus on the most important personality in the history of PR, Edward L. Bernays, and on the campaign that best shows Bernays’ personality and conception of the PR business.

Bernays is considered by most PR scholars and practitioners the father of contemporary PR. He was the first one who used the knowledge acquire in social-psychology to achieve scientific persuasion.

Visit the site dedicated to Bernays in the Web-site of the PR Museum.

4th case: The Four Freedoms Campaign

Both world wars resulted in a huge increase in the social and public relevance of PR.

This case study focuses on Norman Rockwell’s visual version of the Four Freedoms designed by President Roosevelt in his famous discourse. The goal of the campaign was to sell war bonds in order to support the economic efforts during World War II. It was one of the most successful campaigns in the PR history. We can learn from this campaign the power of symbols to create a common ground with the audience.

5th case: China’s Candidacy for the Olympic Games

The last case study will give you an example of contemporary PR in a global world. The challenge for the Chinese government was, first of all, to fill with enthusiasm the own population. Then, they had to convince the world public opinion that the regime would not use the Olympic Games to support any political agenda. This case study will also show you how to use new interactive communication technologies to effectively deal with national and international audiences.