Ivy Lee Biography

Lee Ivi Assistant American billionaire J. Rockefeller a native of Georgia, a graduate of Princeton University, who will later be called the “father” of the public Relevs, Ivy Lee began his career as a reporter in the New York newspaper Warld. But modest reporting earnings did not suit him for long. Lee attracted the opportunity to earn more by working for private organizations that sought to have positive publicity.

Having left the newspaper five years later, in the year he is included in the election campaign of Set Lowe, who ran for the post of mayor of the foundation. This allowed him to get a place in the press Bureau of the National Committee of the Democratic Party during the US presidential election campaign in the year. Lee meets a former journalist from Buffalo George Parker, who also worked for the Democrats.

In the same year, they unite and create an independent company Parker and Lee. Despite the short time of existence up to a year, the company has become a kind of milestone in the history of the development of public Relevs. Being a capable master of publicity and already having some popularity, Ivi organically did not perceive either the Barnum’s approach with his philosophy of “firing the public”, nor the approach of a wanderbil-like magnate with his winged “I spat on the public!

Lee was convinced that for the positive perception and understanding of the public an entrepreneur, it must be informed. He firmly believed that the only and most convincing reaction of the corporation and any other organization to criticism should be an honest, accurate and convincing story about himself. At the same time, instead of simply pleasing to the public, the company should strive to gain trust and good glory about itself.

Sometimes such a task means that you need to think about the future, look for public solutions. In some cases, you can even make the company acknowledge its mistake. Correctly realizing that only constant connections with the press can bring large businesses the desired results, in the year Ivy on behalf of the created company formulated his beliefs in contacting newspapers, calling them a “declaration of principles”.

In the year, during the strike of miners, Lee took care to facilitate the press of the press the opportunity to receive all the information about the course of events. And when the conference of striking miners was convened, where the press was not allowed, he did everything possible to provide reporters with information about each meeting. Whether one of the first on a huge scale was used by the system for the distribution of official statements for the press.

Ivy began to work for Rockefellers in a year when weapons were used against the trawl miners belonging to these magnates. This event received the name "Battle in Ludlow" in the press. The shooting of the miners caused indignation among the population, exciting public opinion, which could not be considered. The House of Rockefellers decided to invest a large amount of money in the “explanatory campaign”.

The organization of this campaign on the recommendation of Rockefeller Jr. was entrusted to Ivy Lee. He carefully thought out all the details of the campaign, drawing attention not so much to the need to change the Rockefeller policy as to inform the public. Firstly, he recommended hiring an expert on labor relations to clarify the causes that led to the death of several miners, and then a general strike.

As a result, a special council of workers and managers of the company was created to carefully consider all the complaints of the miners on wages, duration of the working day and working conditions. Secondly, the work was carried out with the widespread use of information funds. A whole staff of employees prepared brochures, pamphlets and articles that spread among the miners and the population.

A special bulletin “Facts about the struggle in Colorado” was produced, which was sent according to a carefully compiled list to government officials, newspaper editors, and teachers. Thirdly, Ivy Lee drew attention to Rockefeller Sr., eventually set as a goal of transforming the image of the cruel king, making him in the eyes of the public a kind old grandfather.

He tried to represent him in real situations of everyday life: as he spends his free time, visits the church, celebrates his birthday, etc. Stories about the elderly gentleman began to appear on the pages of newspapers and magazines. The printed organs were chosen very carefully. About Rockefeller’s religiosity, materials were sent to publications for women. Materials about his love for children, a sense of humor, hobbies printed, respectively, other magazines.

Whether the goal was to give Rockefeller in such a way that every person could easily understand and evaluate him. All this corresponded to the concept of humanization of a business developed by Ivy Lee. Finally, Ivy Lee in a timely manner and sophisticatedly presented the public with the charitable activity of his client. On this occasion, it is appropriate to give such an example.The activities of Ivy Lee were appreciated by subsequent generations of Public Professional Professions, who awarded his high title of “Father of the New Profession”.

He was the first to introduce elements of honesty and frankness into the sphere of public relations, transforming the suspicious attempts of press agents to create publicity to the client at all costs in professional discipline designed to gain confidence and respect from the public with the help of communication based on publicity and truthfulness.

On the example of Ivi, we see that already on the eve of the First World War, large corporations begin to create their own public relations apparatus, and journalists or those who left this environment become at the helm of their information programs containing many elements, without which any modern PR program cannot be imagined. It is easy to notice that or by his practice he actually predetermined the problem of the organization’s responsibility for informing the public, the importance of forming an appropriate image of the image of those whom he served, and the need for the constant use of the press, so that this image does not lose brilliance.

In addition, Lee drew attention to the significance of target groups and leaders of groups in the formation of public opinion, to establish personal contacts with them in the process. All these undertakings of Ivy Lee received not only further practical improvement, but also the corresponding theoretical justification. It was a clean job. A professional PR began with it - the conscious formation of a positive image of the customer and the promotion of this image to the mass.

PR-reduction to two letters-the PR of the English term "Public Relations" in Russian sounds like a public realization. Translation: public relations. The essence: organized management of public opinion in favor of the customer, the type of publicity. The palm of the championship is desirable for many. Someone is ready to call even Jesus Christ the first Piarman: he also called society to world harmony.

His ideas found a review in the hearts of people: “Project” has been living for two thousand years. However, to order other people's ideas goods, persons, corporations Jesus Christ did not promote, he did not earn money. PR, therefore, was not a sphere of his professional activity. The press agencies that appeared in Boston at the beginning of the age were written to order, in fact, sold the services of speakers.

Ivy Lee did not reduce public relations to publications, he began to work with the image of the customer systemically and widely. Therefore, he was the first. Before the beginning of X in our country, everyone was completely versed in medicine and raising children. Now everyone is versed in PR. And there is more tastier, take at least the "South Kuzbass", "Pishchepromovskaya" - "You will PR, but I tell the truth." The dialogue is taken almost from life.

The language strengthens the word “PR” as a synonym for the words “praise”, “unprove” - like “put in place”, “devote”, “pour dirt”. PR managers have convinced others for so long that they had a secret, manipulative, sacred knowledge that the people pecked on the bait, believed. And in fact, everything turned out to be more boring. Rockefeller to go in feet - few wanted to change in the public for the public.

The new slogan took possession of the masses: it seem to be. It seemed to seem “show off”, “screw”, “promoting” in Russia it became especially fashionable in the middle of the X. For experts in the field of "Public of Riles", delicious vacancies in both the middle hand and the giants of the industry were opened. Since the specialty is young, many became professionals in it from experience, and not on education.

Active, demanded experts in the case were littered with work, and it so happened that the exceptions - MGIMO and Moscow State University, theoreticians with miserable practical experience came to universal teaching. As a result, experts with fresh diplomas today attack professional forums with naive questions: how to make a competent PR-a plan for how to conduct an effective PR campaign, how to start reliable relations with journalists, what a working press-release and so on, so on.

Confused themselves, finally confused customers. And we have to clear the blockages of consciousness, crushing myths around PR into fragments. Myths, by the way, are often expelled by self -proclaimed PR - specialists. The PRAMMEL differs from the journalist in the same way as the seller differs from the buyer. Together they deal with a certain product in PR, this is information, but there are a “counter” on different sides.

Visible results of interaction are incorrectly interpreted. An article with advertising subtext has no direct attitude to PR - this is a product of advertising made in the genre of "article", and nothing more. The article of the laudatory is often a product of loyalty or the interest of the journalist. At the same time, PR remained behind the scenes - so the director of the production is invisible for the audience, but he is, he exists, he is the main one.

The task of PRARMENT is to skillfully present to society through the media the information product. The personal file of the journalist is to consume this product or ignore it.Superfigure PRMen: the formation of individual stereotypes in a society - a kind of “fertilizer” for mental soil, on which other people's ideas will grow. Ideally, the consumer of information “native” and “adopted” ideas should be considered “imposed” opinions should move a person to any actions.

Note that the media-mass media is not always needed as intermediaries for contacting the audience. PR quite often uses a non -drug communication channel, directly with the people. In the story with Rockefeller - this is his contacts with workers and communities. Obviously, Rockefeller spent on Ivy Lee not with the aim of increasing capital. Reducing wages, increasing the duration of the working day or the rate of production are more reliable tools for removing income.

However, the good glory around his name served a good service to business. The crisis situation in the mines was overcome, confidence in the boss increased, which was reflected in labor productivity. In the eyes of the partners, Rockefeller also became a more attractive figure, which turned into profitable transactions. PR helps to promote the goods on the market. On the one hand, it works in the marketing communications system, that is, it helps to promote the goods on the market.

The ultimate goal of promotion is sales, and in this sense, PR is a kind of “advertising of a delayed action”. It forms trust and good attitude to the product, service, person or corporation, thereby creating favorable conditions for sales. It should be remembered that PR does not answer directly for sales, because it does not sell anything.