The professionalisation of British public relations in the twentieth century: a history Thesis submitted for the degree of Ph.D. in the Faculty of Arts, University of Stirling Jacqueline Yvonne L'Etang BA (Hons)[UEA], MA[London], M.Sc. [Stirling], M.Phil[Stirlingl CONTENTS Dedication Preface Acknowledgements Abstract Chapter 1 British public relations: definitions and debates 6 Chapter 2 Researching the history of British public relations: 21 an account of methods employed Chapter 3 Propaganda, information and intelligence, 1914-45 28 Chapter 4 Establishing the profession, 1945-60 59 Chapter 5 The shape of things to come: the emergence of 89 consultancy, 1948-69 Chapter 6 Professional dilemmas: public relations, media and 110 politics, 1948-70 Chapter 7 Crime and punishment: codes and regulation, 138 1948-98 Chapter 8 Educational developments, 1948-98 163 Chapter 9 Conclusions and implications 194 Bibliography 200 Appendix 1 List of interviewees Appendix 2 Interview guide Appendix 3 Institute of Public Relations' codes of ethics Stuart 'The Quiet Voice' (2/8/55-18/5/99) Ii miglior fabbro PREFACE This thesis has been conducted on a part-time basis and consequently some of the work has already been published as follows: Part of Chapter Three has appeared in 'State propaganda and bureaucratic intelligence: the creation of public relations in 20th century Britain', Public Relations Review, 24 (4), 1998, pp. 413-441. Part of Chapter Eight has appeared in 'Public relations education in Britain: an historical review in the context of professionalisation', Public Relations Review, 25 (3), 1999, pp. 261-291. Part of Chapter Four has appeared in Pieczka, M. & L'Etang J . 'Public relations and the question of professionalism' in Heath, R. (ed.) Handbook of Public Relations, (Thousand Oaks, California: Sage, 2001), pp. 223-236. The thesis has also proved to be a stimulus for other publications, namely: 'John Grierson and the Public Relations Industry in Britain', Screening the Past: An International Journal of Visual Media and History, July 1999, ISSN 1328-9756 (http://www.latrobe.edu.au/). 'Organising public relations' identity: an historical review of the discourse work conducted within, and on behalf of, the Institute of Public Relations in the UK', paper presented at the international seminar on The Business of Organising Identities, Stirling Media Research Institute, June 2000. 'Grierson and the public relations industry in Britain' in Izod, J. & Kilborn, R. with Hibberd, M. (eds), From Crierson to the Docu-Soap: Breaking the Boundaries (Luton: University of Luton Press, 2000) pp. 83-96. 3 ACKNOWLEDGEMENTS This project would never have begun without the specific inspiration of my principal supervisor, Professor Philip Schlesinger, whose guidance throughout its lengthy progress has been invaluable. I am also grateful for the interventions and comments of my second supervisor, Dr Brian McNair. I am indebted to the History of Advertising Trust, Beccies, Norfolk, for access to the Institute of Public Relations' archive and for assistance with photocopying of journals and other documents. I am immensely grateful to those who shared their memories with me and took the time to explain aspects that were not clear to me. My love of archival research originated during the undergraduate module 'The American Colonies' taught by Roger Thompson MA in the School of English and American Studies, University of East Anglia in spring 1976, and I benefited immensely from his teaching on this course. Oron Joffe went well beyond the call of duty in resolving numerous and persistent computer problems. Sarah Johnson and Julie Dawson respectively provided back-up in reading an earlier draft and typing the bibliography. At a more personal level I have been blessed with friends of immense patience and humour, especially Magda Pieczka and Heike Puchan, whose support throughout the Ph.D. process was indispensable. Emotional succour in the wee hours was unstinting from Fiona and Robert Somerville and Cathy and Charlie Collinson. Throughout the final fortnight Cathy and Fiona kept me going and Richard Kilborn provided invaluable editorial advice over the last weekend. Thanks also to Peter and Hilary Meech, Suzy Angus, Ken Garner, Matthew Hibberd, Roberta Pederzoli and Jane Sillars. I'm grateful too for the R & R supplied by Christine Sewell, aerobics instructor, all those at Club Latinito, especially Jurga, Luigi and Alessandro, and members of the Forth Valley Orienteers. Essential 'comfort runs' were supplied by Pauline Patterson. Special thanks to Heike and her partner Brian Whitworth for hill-walking, orienteering and being such great 'belay-bunnies'! I am grateful to my aunt and uncle who kept me motivated and took a close interest in my progress. My parents were delighted that I had begun this Ph.D., not least because I was such an unsatisfactory school pupil. It is sad that they did not live to see the end product, but at least they knew it was in progress. My parents-in-law would also have been happy to have seen the work completed. Finally, it is impossible for me to describe the immensity of the debt I owe Stuart, my late husband. He was unfailingly supportive, read and commented on early drafts of several chapters, spent time debating the issues with me, sacrificed time on the hills, did all the cooking and put up with my frequent absences in the basement. This thesis is partly his and is for him. 4 ABSTRACT The thesis presents a first account of the development of British public relations in the twentieth century. The focus is on the whether British public relations has managed to 'professionalise'. To a large degree, the story is one of failure, despite the exponential growth of the field. The history of this puzzling contradiction is explored in detail, drawing on previously untapped archives and extensive oral history interviews. The thesis argues that this apparent paradox is explained by the inability of the would-be professional body to establish control over public relations practice. Thus, one of the key features of the thesis is its presentation of a counter-history of the Institute of Public Relations to that body's own self- understanding. Turning to the overall development and growth of the occupation, the thesis argues that one of the most significant features of British developments, especially in the first half of the twentieth century, was the large role played by local and central governments and the relatively small contribution of the private sector. Key aspects of British government propaganda in both wartime and peacetime are highlighted and also include activities focused on policies of de-colonisation and economic intervention. The contribution of the British Film Documentary Movement and the collaboration between its leader, John Grierson, and the Secretary of the Empire Marketing Board (EMB), Sir Stephen Tallents, is presented as being of considerable significance, particularly in terms of the development of public relations ideology. The discourse and actions of key figures within the public relations industry are also foregrounded in the overall analysis. Themes include relationships between the public relations industry, the media and politics, ethics, and the ultimately vain attempts of the industry to establish the widespread legitimacy necessary for professional status. 5 CHAPTER I BRITISH PUBLIC PUBLIC RELATIONS: DEFINITIONS AND DEBATES Introduction This thesis presents a first account of the development of British public relations in the twentieth century. The focus is on the sociological concept of professionalisation and, to a large degree, the story is one of failure, despite the exponential growth of the field. The history of this puzzling contradiction is explored in detail, drawing on previously untapped archives arid extensive oral history interviews. This chapter situates the thesis in the context of previously published research and explains its contribution to existing knowledge about public relations. Because little has been written directly on the development of British public relations, a variety of sources has been used to frame the empirical research. Since the main focus of the thesis is occupational formation and development, the literature on the sociology of the professions is given emphasis. However, invaluable insights are also drawn from the fields of propaganda studies, public opinion, public relations and media studies. To date there has been little debate between media sociologists and public relations academics, and this has necessarily inhibited understanding about the evolving phenomenon of public relations even at the level of basic terminology. This thesis uses perspectives from both fields. The variety of perspectives reviewed ifiustrates three main paradigms of thought concerning public relations: the critical (arising largely from media sociology), the functional and the rhetorical. Since the bulk of the work emanating from the academic field of public relations is from the United States, both the functional and the rhetorical have been broadly underpinned by the values of liberal pluralism. It is also the case that the overwhelming motivation behind such work is to improve the practice. This thesis offers a different approach from previously published work in that it focuses on developments in British culture. Within this context, the main interest is in the development of public relations as an occupation and its role as a social process. A final point of difference is its avoidance