The Lasting Influence of Ivy Lee: The Birth of Modern Public Relations
Introduction: PR Before It Had a Name
Listening to Drilled Season 3: The Mad Men of Big Oil shows how the roots of modern public relations are closely connected with the early days of industrial America. One of the most important people mentioned is Ivy Lee, who is considered to be one of the founders of modern public relations through the Georgia Historical Society. His work in the early part of the twentieth century laid the foundation for what is still done by corporations, governments, and PR professionals today.
What was revolutionary about Lee’s approach was that he believed that corporations should not operate in the dark but rather communicate directly with the public. However, as is pointed out in the podcast, this approach was also used to shape opinion and protect industries.
Snow-covered railroad and bridge, early 1900s. Courtesy of the Library of Congress, Public Domain.
Source: Library of Congress (Public Domain)
The “Declaration of Principles” and the Rise of Corporate Transparency
Ivy Lee is most famous for his “Declaration of Principles” in 1906, which encouraged the idea that companies should provide accurate and timely information to the press. This marked a shift from press agentry and publicity stunts to what we now recognize as strategic communication.
Lee counseled large industrialists during times of crisis, such as labor strikes, and encouraged them to communicate their views to the press rather than avoid the spotlight. This led to the development of:
- The modern press release
- Strategies for corporate spokespersons
- The concept of reputation management through communication
All of these concepts are now staples of public relations practice and are currently being taught in PR courses around the world.
Ethical Tensions Still Seen in PR Today
According to research done by the Institute for Public Relations, ethical transparency is key in keeping the public’s trust long-term. While Lee was an advocate of transparency, Drilled reveals that his techniques were also used to support controversial industries and shape the public’s opinion. This double legacy is evident in the moral complexities of modern public relations: Is the role of public relations to inform, persuade, or protect clients at any cost?
Modern practices like the PRSA Code of Ethics emphasize honesty, advocacy, and fairness, which are principles that attempt to balance persuasion and responsibility. Reporting in the industry by PR Week emphasizes the extent to which transparency has become a major factor in the management of corporate reputation (Sullivan, 2023). However, the recent crisis communication efforts of big corporations are an example of how easily persuasion in corporate communications can turn to manipulation.
Why Ivy Lee Still Matters
The importance of Ivy Lee can be understood if we take into consideration the current situation with public relations, which is recognized as a way to address crises but also criticized as a tool to influence the public (Drilled). The innovations of Ivy Lee determine the structure of public relations in the modern world, but they also remind us that the power of communication should be used correctly. Learning from such a powerful individual in public relations like Ivy Lee helps the modern-day communicator to appreciate the responsibility that comes with public image in the era of endless media coverage.
For those who are new to the field, the Ivy Lee legacy is a reminder that public relations not only have to be done well, but also have to be done in a way that is ethical. 🎧 In Episode 1, “The Father of Public Relations,” the podcast launches Ivy Lee’s revolutionary approach to transparency and media relations, demonstrating how his strategies influenced the way that communication occurs today while also presenting many of the same ethical dilemmas.
References
Public Relations Society of America. (n.d.). PRSA code of ethics. https://www.prsa.org/professional-development/prsa-resources/ethics#code
Georgia Historical Society. (n.d.). Marker Monday: Ivy Ledbetter Lee, founder of modern public relations (1877–1934).https://www.georgiahistory.com/marker-monday-ivy-ledbetter-lee-founder-of-modern-public-relations-1877-1934/
Drilled. (n.d.). Spin masters primer. https://drilled.media/news/spinmasters-primer
Institute for Public Relations. (2017). Public relations and ethics. https://instituteforpr.org/public-relations-ethics/
Sullivan, K. (2023). Why transparency is the new currency of corporate reputation. PR Week. https://www.prweek.com
Library of Congress. (n.d.). Snow-covered railroad and bridge, early 1900s [Photograph]. https://www.loc.gov/item/pa3170/
Keywords/Tags: Public Relations History, Ethics in PR, Ivy Lee, Declaration of Principles, Transparency
The Lasting Influence of Ivy Lee: The Birth of Modern Public Relations
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