THE PROCEEDINGS OF THE FIRST INTERNATIONAL HISTORY OF PUBLIC RELATIONS CONFERENCE Held at Bournemouth University July 8-9, 2010 Conference Chair: Professor Tom Watson Because of formatting issues, it has not been possible for all papers to be presented in the same editorial style. In a few instances, the paper has been only marginally edited or not at all in order to preserve its visual integrity. For one paper, a Supplementary Proceedings has been created which sits alongside the main Proceedings. Where possible, the presentations that illustrated Papers and Abstracts are included in a PowerPoint Proceedings. 1 PROCEEDINGS INDEX AUTHOR PAPER PAGE Günter Bentele PR-Historiography, a functional-integrative strata model 5 and periods of German PR history [Abstract]] Günter Bentele & Can Propaganda and Public Relations coexist? ‗Socialistic 7 Sandra Muhlberg Public Relations‘ in the German Democratic Republic (East Germany) 1965-1989 David Berendt Revealing historical evidence of public relations 26 professionalization and commercialization: The early history of public relations education at Bournemouth University - Structure, evolution, people and curricula Antje Berg Forced professionalisation? An analysis of government 43 public relations in the German empire using the example of the 1890-1914 ―Navy Propaganda‖ Vilma Biba & Vehbi The History of Public Relations in Kosovo 64 Miftari Elisabetta Bini, The Origins and Early Developments of Public Relations in 72 Ferdinando Fasce & Italy, 1945-1960 Toni Muzi Falconi Patricia A Curtin & Creating counternarratives: Harvey Company publicity and 94 Lisa Forster Native Americans: 1902-1936 Lee Edwards Empire, Economy and Exploitation: A 'Raced' View of 112 Public Relations History Maria Isabel Miguez From Public Relations to Communication Management: 125 Gonzalez historical revision of Public Relations and fundamentals of a new discipline. Vincent Hazleton Theoretic Issues in Histories of Public Relations [Abstract 137 with Presentation] Robert L. Heath Evolution of Issues Management: John Hill, Tobacco 138 Controversy, and the Battle of Scientists Thomas Hove & Edward Bernays, the United Fruit Company and the Ethical 155 Richard T. Cole Complexities of the Public Relations Counsel [Abstract with Presentation] Jane Howard The Evolution of UK PR Consultancies, 1985-2010 156 Jane Johnston A history of Public Relations on screen: Cinema and 188 television depictions since the 1930s Owen Kulemeka All the old media were once new media: Public relations 208 and new media technologies between 1950-1999 [Abstract with Presentation] 2 Diana Knott Martinelli A Practical and Theoretical Look at Women's Use of Public 209 Relations to Spur Early to Mid 20th century U.S Social Change Mark McElreath, The history of applied and professional ethics in public 230 Lyudmila Azarova & relations in the United States and Russia: The case for Olga Markova ―relatively universal‖ principles Conor McGrath Charles Weller Kent: The UK's First 'Parliamentary 254 Lobbyist' (1913-1916)? Bernardo Motta & Historical Evolution of Community Right to Know: 276 Michael J Palenchar Implications on the Development and Practice of Public Relations Bonita Dostal Neff The History of Public Relations Body of Knowledge 298 Development within Associations: Global Implications Aimee Postle A study of the role played by PR-specific education in the 311 recruitment process Oliver Raaz & Stefan Histories of public relations: Comparing the historiography 336 Wehmeier of British, German and US public relations David Remund The World's Work: Arthur W. Page and the Movement 354 towards Social Responsibility in Corporate Communications in the United States, 1913-1927 Burton Saint John III The Evolution of an Idea: Charting the Early Public 370 & Margot Opdycke Relations Ideology of Edward L. Bernays, 1919-1929 Lamme Peter Sekuless History of Government Relations and Lobbying in 388 Australia Ian Somerville & A history of Republican paramilitary public relations in 399 Andy Purcell Northern Ireland from ―Bloody Sunday‖ to the Good Friday Agreement Richard Stanton Politics, Publicity and the Press: The South Sea Bubble and 425 the Eighteenth Century Birth of Modern Public Relations [Abstract] Pawel Surowiec Rethinking national images management: From propaganda 427 to nation branding [Abstract] Gyorgy Szondi Public Relations in Communist Hungary - A Historical 430 Perspective [Abstract with Presentation] Peter Szyszka Public Relations in Germany – own or common history? 432 Empirical findings - theoretical foundation - methodological consequences [Abstract] Kaja Tampere Historical heritage: Paradigmatic changes in the PR field in 435 the 20th century [Abstract in Proceedings; Full Paper in Supplementary Proceedings] 3 Donn James Tilson Corporate Social Responsibility - A New Imperative? A 436 View of the Social Dimension of Public Relations through the Rearview Mirror of Time Donald K. Wright A Critical Analysis of the History and Development of 451 Public Relations Education in the United States and Canada 4 ABSTRACT PR-HISTORIOGRAPHY, A FUNCTIONAL-INTEGRATIVE STRATA MODEL AND PERIODS OF GERMAN PR HISTORY Prof. Dr. Günter Bentele University of Leipzig Burgstr. 21 D-04103 Leipzig [email protected] Important questions and problems of a single country-related, but also internationally comparative PR historiography are, among others: when, under what conditions did Public Relations emerge? Is the line between prehistory and history of Public Relations (Broom 2009) defined precisely enough? Which criteria can be given to distinguish between historical periods of PR history? Are these criteria valid in a global context or only in a mono-cultural context (e.g., USA, U.K. Germany)? Analysing the writing of PR history (e.g. L‘Etang 2008) two different approaches, two general directions can be distinguished in the last 45 years: a) the fact- and event-oriented (FEOT) type and b) the model-and-theory oriented type (MTOT) of PR historiography. Whereas the FEOT-approach (cf. Cutlip 1994, 1995; Oeckl 1964, Kunczik 1997, Avenarius 2000) describes facts in an historical order and, interpreting them, often focuses on certain personalities and their activities (Hiebert 1966, Tye 1998, Mattke 2006), many of those examples of PR research don‘t have a conceptional, social theoretical foundation. The MTOT approach (Bentele 1987, 1997, Grunig/Hunt 1984, Grunig 1987, L‘Etang 2004) reflects the conceptual basis, uses models and/or theories and is doing more than giving descriptions. This type of research gives social explanations for the described developments. Because the MTOT approach uses theories, some of the questions, asked in the beginning, are easier to answer. To propose solutions and answers concerning the questions, asked in the beginning, a theoretical approach, the functional-integrative strata approach is proposed. Functional means that PR historiography should be developed in a context of superordinated societal subsystems like politics, economy, culture, etc (cf. Habermas 1991). Integrative means, that it should be developed in a context of neighbouring fields of public communication (journalism, advertising). Strata models (which are well known in philosophy, biology, psychology and the theory of knowledge) are models, which can be used to describe different developmental and/or historical processes. The theses can be formulated, that a historical grounded strata model can be used to describe the evolution of communicative structures, means and procedures. It is suggested, that the evolution of PR can be seen as a succession of developmental strata (interpersonal communication, public communication, organisational communication, PR as an occupational field, PR as so social subsystem) in a global perspective. Each stratum contains important elements from the earlier strata, no stratum ends, but passes over to the next stratum. The 5th historical stratum, in which an emerging PR as an occupational field with specialised departments and typical instruments, has been developing in Germany since the beginning of the 19th century. The 6th historical stratum (PR as an emerging social system, beginning with the sixties in the 20th century) is described more detailed. The 5th and the 6th stratum together show seven historical periods of PR history in Germany (cf. Bentele 1997, Bentele & Wehmeier 2003), which can be separated by political, sociological and technical parameters. 5 References Avenarius, H. (2000). Public Relations. Die Grundform der gesellschaftlichen Kommunikation. [Public Relations. The basic form of societal communication] Darmstadt: Wissenschaftliche Buchgesellschaft, 2nd Edition. Bentele, G. (1987). Evolution der Kommunikation - Überlegungen zu einer kommunikationstheoretischen Schichtenkonzeption. [Evolution of Communication. Considerations concerning a strata theory of communication.] In: M. Bobrowsky & W. R. Langenbucher (Eds.) (1987), Wege zur Kommunikationsgeschichte [Paths towards a History of Communication], pp. 79-94. München: Ölschläger. Bentele, G. (1997). PR-Historiographie und funktional-integrative Schichtung. Ein neuer Ansatz zur PR-Geschichtsschreibung. [PR-Historiography and functional-integrative strata theory. In P. Szyszka (Ed.), pp. 137-169. Berlin: Vistas. Bentele, G., & Wehmeier, S. (2003). From “literary bureaus” to a modern profession. The development and Current structure of Public Relations in Germany. In K. Sriramesh, & D. Vercic (Eds.), The Global Public Relations Handbook. Theory, Research and Practice