terça-feira, outubro 31, 2006

Excerpts from Ivy Lee's Declarations of Principles

"This is not a secret press bureau. All our work is done in the open. We aim to supply news.

"This is not an advertising agency. If you think any of our matter ought properly to go to your business office, do not use it.

"Our matter is accurate. Further details on any subject treated will be supplied promptly, and any editor will be assisted most carefully in verifying directly any statement of fact. ...

"In brief, our plan is frankly, and openly, on behalf of business concerns and public institutions, to supply 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 Ledbetter Lee has long been acclaimed as an early practitioner, perhaps even as the originator, of the explanatory approach to public relations. He issued what is often considered to be the very first press release, convincing the company to openly disclose information to journalists, before they could hear information from elsewhere.)

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