The Making of Modern Public Relations
Did you know public relations has historical roots pre-dating the 20th century?
Let’s take a walk down memory lane to explore just a few key historical figures and moments that stand for shaping the practice of modern public relations that we know it to be today.
The First PR Counsel: Ivy Ledbetter Lee
Best known for issuing a declaration of principles in 1905 the new model of public relations, “public information,” stated that the public should be accurately informed about a company’s actions.
Lee was infamously hired by the Rockefeller family in 1914 to help rectify John D. Rockefeller’s reputation in the wake of a vicious worker’s strike.
The Father of Modern PR: Edward L. Bernays
One can’t begin to mention modern PR without crediting the legendary figure who ushered in this new scientific approach to communicating in the 1920s. As the nephew of Sigmund Freud, it’s no wonder Bernays introduced and emphasized the concept of “scientific persuasion.”
This approach involved a two-way street for how brands need to communicate with consumers: listening to the public to integrate their feedback and crafting convincing messages intended to influence behaviour.
It’s War: PR vs. Propaganda
During wartime, especially during World War II, propaganda was used to communicate with the public and influence public opinion - unfortunately, this style of communicating often gets mixed up with public relations.
The key differences that make propaganda and PR different include:t 1) propaganda is a one way method of communicating where the aim of messaging is adamantly intended to sway behaviour/mindsets and 2) Propaganda doesn’t necessarily involve accurate information being disseminated.
Time for Change: PR in the Age of Mass Media
The booming economy and growth following World War II resulted in public opinion becoming a key in impacting change, whether it was related to activism or advertising. Public relations had a massive boom during this time period, trying to keep up with growing demands of companies and society looking to connect with consumers. As mass media became more sophisticated, PR professionals became more involved with media relations to help craft brand messaging to better inspire purchase decision making and more.
The Common Communications Cure: Hello, Modern PR
Fast forward to the infamous Johnson & Johnson Tylenol crisis - a landmark case showcasing how proactive, accountable, honest messaging and carefully curated communications can help a brand control the dialogue about them and survive crisis..
As a result, public relations has become intertwined with many sectors in society, including but not limited to, business, politics and entertainment.
Today crisis management, events, social media, and media relations are just some of the areas of communications that public relations professionals have their hands in.
While the tale of public relations is long, and there are many who contributed to the story who aren’t mentioned in this short recap, hopefully this timeline offers a quick glimpse into the epic, rich history that has led to what we know of today as modern public relations!
Written by Meena Nowrattan
Sources:
Wilcox, Dennis L., et al. Public Relations: Strategies and Tactics. Pearson, 2016.