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Summer Session Kansan Tuesday, July 12, 1966
Public relations-valuable for everyone
By Dennis Buck
A new survey course in public relations, offered for the first time by the School of Journalism, has the largest summer enrollment in the school.
Both journalism and non-journalism students are taking the two-hour course. During regular semesters it will be offered for three credits.
TEACHING THE NEW course is James E. Dykes, professor of journalism, who explained that the subject can be of value to students in any field of study.
Public relations practice has steadily expanded in recent years, Dykes declared, predicting that it would continue to grow in coming decades. Its growth, he explained, has come from a greater need and a wider recognition.
"The need for public relations has increased as our society has become more complex. Business organizations have become bigger. Government agencies and labor organizations have become bigger." he said.
"The student today lives in a much more complex world than that of his parents a generation ago. The jet age, with fast-hapening events, has brought an ever increasing need for a better informed country, a greater need for public relations activities."
WIDER RECOGNITION of the value and benefits stemming from effective public relations has accelerated its growth, Dykes said.
"Today it is employed by farm organizations, labor unions, business associations, professional groups, hospitals, fund-raising groups, public service institutions, political parties, government at all levels—all recognizing its need and its value."
The Medicare program which went into operation July 1 throughout the country was cited as illustrating the application of effective public relations.
FROM THE DAY it became law some months ago until it went into operation last week, government agencies supplied basic material on Medicare, how it would operate, who it would affect, when it would apply, and what it was to accomplish, he said.
"Medicare is a vast undertaking, directly affecting 19 million elderly people starting July 1. It's vital to Medicare success that the public be widely informed, that the program be widely accepted," Dykes said.
"The public was initially informed of Medicare when President Johnson flew to Independence, Mo., and signed the legislation into law in the presence of former President Truman. The President also presented the first two Medicare cards to Mr. and Mrs. Truman." Dykes said.
Survey uses a computer
The computer has revolutionized research in geology.
In 1963 the Kansas Geological Survey first noted that "the computer revolution is fast sweeping through the petroleum industry."
But the survey has taken a new look at this development and decided that its first assessment of the computer's value did not go far enough.
The survey has just published the first of a new series of reports called "Computer Contributions" and says this of the computer trend:
"Little did we realize how fast the computer revolution was sweeping! Demand for information in this new area of interest has exceeded all expectations.
"In response to the international acceptance and apparent wide use of this information," writes Daniel F. Merriam, editor, "the Survey is proud to initiate a new series devoted exclusively to computer programs and examples of computer problem-solving in the earth sciences."
IN THE WEEKS preceding July 1, launching date for Medicare, the public was effectively and continuously informed of Medicare through newspaper and magazine articles, through television and radio programs, through speeches and pamphlets, Dykes noted.
"A Kansas City newspaper devoted an entire section of its Sunday edition three weeks ago to explaining the impending Medicare program." Dykes said.
Such activities served to increase understanding and acceptance of Medicare which directly affects millions. Fears of great confusion, of a rush on hospitals July 1 did not materialize. Medicare has smoothly gone into operation—helped by some effective public relations. Dykes explained.
PUBLIC RELATIONS is sometimes misunderstood, Dykes observed. It is often referred to as "publicity," which actually is only a part of, a single tool of public relations. Many of the misconceptions developed during the early days of public relations.
Public relations has changed drastically since the days of a "public be damned" philosophy nearly a century ago. Today it incorporates a public-be-informed
philosophy proved useful to organizations having relations with any public, Dykes explained.
"Public relations got a bad name in the last half of the 19th century from fantastic claims and distorted or false information handed to the public by press agents.
"THE MODERN public relations practitioner embraces a code of ethics enunciated by the Public Relations Society of America (PRSA)." Dykes said.
Four essential operation steps employed in effective public relations, Dykes said, are fact-finding research, setting objectives and planning, communicating and evaluating.
Communication tools used in public relations include writing news and feature releases, editing publications, placing releases with media, preparing speeches, arranging special events, improving community relations and preparing institutional advertising.
SIZE OF AN organization is not a determining factor for justifying a public relations program, Dykes declared, saying that it "can be just as valuable to a small organization operating in one community as it can to a multi-billion dollar enterprise having worldwide activities."
In modern organizations, the public relations department works directly with top management in determining needs, defining goals and recommending steps to carry out public relations programs, Dykes said.
Couple heading for Congo
A Lawrence couple has accepted teaching appointments in the American School of Leopoldville in the Congo and will depart by plane next month.
Joel D. Janzen, who is completing work at KU for the master's degree in guidance and counseling, will teach mathematics and develop a guidance program. Mrs. Janzen will teach girls' physical education.
The Janzens, and their two children, Julie, age 5, and Gregory, 3, will be in the Congo at least two years.
The appointment to the faculty of the private school came through its principal, Orval K. Wiebe, who did graduate work in guidance at KU in 1964-65 and who was acquainted with the Janzens when they lived in Hillsboro.
The American School of Leopoldville has about 350 students in the elementary and secondary grades. Approximately half the
students are children of missionaries in Africa.
The Janzens have lived in Lawrence the past six years. He has taught mathematics and done counseling at West Junior High.
Two recitals scheduled
Veda Rogers, senior, will present a vocal recital at 8 p.m. Thursday in Swarthout Hall. Ernestine Hallman will accompany her. This recital will be presented in partial fulfillment of the requirements for the degree Bachelor of Music in Voice.
Nancy Kyle will give a recital at 8 p.m. Tuesday in Swarthout Hall. Miss Kyle (Bachelor of Music in Piano, Phillips University, Enid, Oklahoma) will present this recital in partial fulfillment of the requirements for the degree Master of Music in Piano.
KIEF'S RECORD & STEREO
The greatest value of an effective public relations program comes from a continuous program.
"WAITING UNTIL emergencies arise and then employing public relations as a remedial device is not an effective employment of its techniques. A continuous PR program helps an organization reduce problems and prevent emergencies. Good public relations often can attack big problems while they are still small," Dykes said.
Dykes recommends two viewpoints for appraising modern public relations. From the viewpoint of an organization, effective PR should obtain better understanding and acceptance which is essential for survival in our complex, competitive society.
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A second viewpoint—that of the receiver of organization messages also should be considered, he said, because the receiver needs to understand the issues, the consequences of fast-moving events in a changing world.
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