McKee em Portugal

O mais conhecido e respeitado especialista mundial na área da escrita de argumentos vai estar em Lisboa nos dias 14, 15 e 16 de Novembro, para apresentar o Seminário "Story". O evento decorrerá em Lisboa, nas instalações da Escola Superior de Comunicação Social (ESCS) e terá a duração de três dias. Robert McKee apresenta regularmente o seminário Story, com audiências esgotadas em todo o mundo. Essencial para quem quer aprender a contar uma história.


Os alunos da ESCS (e docentes, espera-se!!!), só pagam 450€.

figuras relevantes # 4 | francisco lucas pires

fez ontem 10 anos que morreu Francisco Lucas Pires. um dos melhores comunicadores que eu tive a felicidade de observar.um inspirador. um virtuoso. um mago da letra e da palavra. viveu a um nível a que só os génios podem ambicionar. um daqueles artistas que trata a bola com magia no meio campo. obviamente era do Glorioso. morreu a caminho de coimbra e o filho jacinto, com quem me cruzei no S.J. Brito, faz-lhe hoje uma homenagem no P2. merecida. mais que merecida, obrigatória! a minha vénia, a alguém a quem o mesquinho português-médio não soube agradecer em tempo devido.

Tiago Viegas entrou na Brandia Central

Há 40 kg atrás este homem foi meu aluno. Agora é director criativo da Brandia Central. Tem excelentes ideias. Pensa bem que magoa e tem uma cultura publicitária que dói. Foi aluno de Licenciatura de Relações Públicas. E recentemente confessou que se não fosse esta base nunca teria sido um bom criativo. É bom vê-los crescer e a ter sucesso. Se ele ler isto fica um abraço...pensando melhor, esquece! O diâmetro já é maior do que a minha amplitude de braços!

figuras relevantes # 3 arthur w.page

Following in the foot steps of his father as a journalist, Arthur W. Page would pave the way for the field of public relations. Walter Hines Page, Arthur's father, was an excellent journalist, editor and business man. He was a founder of Doubleday Page publishing company, advisor to Woodrow Wilson and the U.S. Ambassador to Great Britain during WWI.

In 1905, at the age of 22, Arthur Page started to work at Doubleday Page and would end up working for the company for 22 years. He was promoted to vice president of the company's magazine department, where he found a special interest for a magazine called The World's Work. He wrote strong editorial articles about the responsibilities and duties of U.S. corporations to its consumers.

In 1927 Walter Gifford, CEO of the AT&T company, inquired whether Page would like to put his ideas into practice for AT&T and he accepted. This would lead to be corporate America's first public relations position and create a framwork for the field, still being used today. He spent 19 years as a vice-president for AT&T and unknowingly established a public relations protocol.

Through his speeches, presentations, letters and advice Page formed the model of the public relations specialist. He stressed, to his public relations staff, that survey research must be an integral part of their profession. He also emphasized that anticipating problems that their clients might face is critical.

His accomplishments include writing President Trumans announcement of the use of the atom bomb at Hiroshima, was a consultant to U.S. Presidents from Theodore Roosevelt to Dwight Eisenhower and served as a member of the boards of directors of the Chase Bank, Westinghouse, Kennecott Copper and Continential Oil


Arthur W. Page viewed public relations as the art of developing, understanding and communicating character -- both corporate and individual. This vision was a natural outgrowth of his belief in humanism and freedom as America's guiding characteristics and as preconditions for capitalism.

The successful corporation, Page believed, must shape its character in concert with the nation's. It must operate in the public interest, manage for the long run and make customer satisfaction its primary goal. At a public relations conference of the Chesapeake and Ohio Railway Company in October, 1939 he described the dynamic this way:

"Real success, both for big business and the public, lies in large enterprise conducting itself in the public interest and in such a way that the public will give it sufficient freedom to serve effectively."

When asked in 1946 about the public relations job that business as a whole should do, Page responded:

"…any concern that does business with the public is in a public business. It is subject to regulation in many ways -- by laws, from those affecting incorporation to blue sky legislation; by forms of public supervision; by the public's giving or withholding patronage, and by public praise or blame from the press, radio, political leaders. Public opinion may at any time be translated into law. This task of business in fitting itself to the pattern of public desires is public relations. It is, in effect, adapting big business to a democracy. The public relations job of this, as of other businesses, is to earn a good reputation with the public, to establish itself in the public mind as an institution of character and one which functions in the public interest"

figuras relevantes # 2

Bernays foi um dos mais importantes fundadores das RP PR. Leia-se o que dele dizem na wikipedia:

"Edward Louis Bernays (November 22, 1891 – March 9, 1995) is considered one of the fathers of the field of public relations along with Ivy Lee. Combining the ideas of Gustave Le Bon and Wilfred Trotter on crowd psychology with the psychoanalytical ideas of his uncle, Sigmund Freud, Bernays was one of the first to attempt to manipulate public opinion using the psychology of the subconscious.

He felt this manipulation was necessary in society, which he regarded as irrational and dangerous as a result of the 'herd instinct' that Trotter had described. Adam Curtis's award-winning 2002 documentary for the BBC, The Century of the Self, pinpoints Bernays as the originator of modern public relations.

He was named one of the 100 most influential Americans of the 20th century by Life magazine.[1]


[edit] Life and Influences
Born 1891 in Vienna to Jewish parents, Bernays was nephew to psychoanalyst pioneer Sigmund Freud. His father was Ely Bernays, brother of Freud's wife Martha Bernays. His mother was Freud's sister Anna. [2] In 1892 his family moved to New York City. In 1912 he graduated from Cornell University with a degree in agriculture, but chose journalism as his first career. He married to Doris E. Fleischman in 1922.

As well as being influenced by his uncle Sigmund's ideas of the Unconscious, Bernays applied the ideas of the French writer Gustave LeBon, the originator of Crowd psychology, and of Wilfred Trotter, who promoted similar ideas to the English speaking world in his famous book Instincts of the Herd in Peace and War. Bernays refers to these two names in his writings. Trotter, who was a head and neck surgeon at University College Hospital, London, read Freud's works, and it was he who introduced Wilfred Bion, whom he lived and worked with, to Freud's ideas. When Freud fled Germany for London at the start of World War II, Trotter became his personal Physician, and Wilfred Bion and Ernest Jones became key members of the Freudian Psychoanalysis movement in England, and would go on to develop the field of Group Dynamics, largely associated with the Tavistock Institute where many of Freud's followers worked. Thus ideas of Group Psychology and Psychoanalysis came together in London around World War II


Bernays's public relations efforts helped popularize Freud's theories in the United States. Bernays also pioneered the PR industry's use of psychology and other social sciences to design its public persuasion campaigns. "If we understand the mechanism and motives of the group mind, is it not possible to control and regiment the masses according to our will without their knowing about it? The recent practice of propaganda has proved that it is possible, at least up to a certain point and within certain limits." (Propaganda, 2005 ed., p. 71.) He called this scientific technique of opinion-molding the "engineering of consent."

In 1913, Bernays started his career as Press Agent, counseling to theaters, concerts and the ballet. In 1914, American President Woodrow Wilson ) engaged George Creel and realizing one of his ideas, he founded the "Committee on Public Information." Bernays, Carl Byoir and John Price Jones worked together to influence public opinion towards supporting American participation in World War I.

In 1919, he opened an office as Public Relations Counselor in New York. He held the first Public Relations course at the University of New York in 1923, publishing the first groundbreaking book on public relations entitled Crystallizing Public Opinion that same year."

figuras relevantes # 1

num blog sobre RP/PR, o primeiro post tem que ser sobre Ivy Lee.

"Ivy Ledbetter Lee (July 16, 1877 – November 9, 1934) is considered by some to be the founder of modern public relations, although the title could also be held by Edward Bernays. The term Public Relations is to be found for the first time in the 1897 Yearbook of Railway Literature.
While attending Princeton University, Ivy Lee participated in the school newspaper. Using these skills as a journalist he found his way into newspaper writing, as most public relations specialists first do.

He worked for the New York American, the New York Times and the New York World writing mostly about financial and business issues. In 1903 he took his first step toward public relations by landing a job as publicity manager for the Citizens' Union. He authored a textbook entitled The Best Administration New York City Ever Had and then accepted a press job with the Democratic National Committee.

In 1905 partnering with a collegue from the DNC, George Parker, they agreed to form their own public relations firm, Parker and Lee. He then published his "Declaration of Principles," which focused on giving factual information to the public. Then in 1906 he came to work for the Pennsylvania Railroad company, which at that time was under public scrutiny for denying information and interviews to reporters.

At once, Lee decided to update reporters on business matters and take them to the accident sites. Later he became the executive assistant to the president of Pennsylvania Railroad, which gave him notoriety. From this exposure John D. Rockefeller, Jr. asked for Lee's help in controlling the media during the strikes at the Colorado Fuel and Oil Company. Shortly there after he accepted a position on the personal advisory staff of John D. Rockefeller, Sr in 1915.

With a longtime interest in Russia, Lee decided to use his skills to campaign for the Soviet Union. He thought that if he could establish a commercial trade link between the U.S. and Soviet Union that it would open the lines of communication and squash its turmoil. This only created accusations of Lee being a Russian propagandaist, which never proved to be true. Other controversy stirred when he did consulting work for I.G. Farben Industries of Germany and was accused of being a Nazi advocate.

Lee started a revolution to inform the public on private interests by providing facts so the public could better understand the policies and routines of American corporations. "You suddenly find you are not running a private business, but you are running a business of which the public itself is taking complete supervision," said Lee."