“Without promotion, something terrible happens…nothing!” –P.T. Barnum

Phineas Taylor (P.T.) Barnum revolutionized public relations in the mid 1800s through elaborate publicity that attracted audiences to “The Greatest Show on Earth,” which later became Barnum and Bailey Circus.

Although his messages weren’t always ethical, Barnum mastered the art of perception through brilliant and shameless promotion.

He used words and phrases that toyed with people’s curiosity and coined many phrases that are still widely used. Some of these include: “jumbo,” “throwing your hat in the ring,” “Siamese twins” and “rain or shine.”

In one of his earlier stunts, Barnum staged an exhibit that showcased a woman whom he claimed was George Washington’s nurse and was more than 160 years old. When the woman died in 1836, she was declared to be only 70 years old, contradicting the forged birth certificate that Barnum used as “evidence” in his show.

His tactics were proven false time and again, but Barnum continued his approach, and became one of the wealthiest PR practitioners that have ever existed.

“Our plan is, frankly and openly, on behalf of business concerns and public institutions, to supply to the press and public of the United States prompt and accurate information concerning subjects which it is of value and interest to the public to know about.” –Ivy Lee

After working as a journalist and a publicist, Ivy Lee became the first public relations counselor.

One of his clients was John D. Rockefeller, owner of many coal mines and the Pennsylvania Railroad. Before Lee introduced press relations to the railroad industry, most companies tended to cover up accidents and problems when they experienced crises. After one accident, Lee invited the press to the company’s property to inspect the wreck and get the facts. The Pennsylvania Railroad then received its first favorable press coverage.

Lee is most famous for his “Declaration of Principles,” which radically changed the PR industry:
1. Tell the truth
2. Provide accurate facts
3. The public relations director must have access to top management and must be able to influence decisions

“The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society.” –Edward Bernays

Nephew of Sigmund Freud, Edward Bernays was named one of the 100 most influential Americans of the 20th century by Life magazine. He pioneered the PR industry’s use of psychology and other social sciences in designing public persuasion campaigns.

Some of Bernays’ clients included Presidents Woodrow Wilson and Calvin Coolidge, the American Tobacco Company, General Electric, the NAACP and the American Dental Association.

By contrast with Lee who claimed to be very open, Bernays was quite candid about the secretive and manipulative nature of his work and was expert in the use of third party advocacy. Working for the manufacturers of Chesterfield cigarettes, he famously boosted sales of tobacco to women by persuading 1930s feminists to adopt smoking as a symbol of emancipation.

Now known as “the father of public relations,” he’s even the reason bacon and eggs is considered the true all-American breakfast.


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