2.1 Origins and Early Development of PR
3 min read•august 8, 2024
Public relations has deep roots in history, evolving from and to more sophisticated approaches. Early pioneers like and laid the groundwork for modern PR practices, emphasizing the importance of strategic communication and audience understanding.
The field continued to develop, moving from one-way information dissemination to two-way communication models. This evolution reflected changing societal needs and technological advancements, shaping PR into a crucial tool for building relationships between organizations and their publics.
Early PR Pioneers
Press Agentry and Publicity
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- Press agentry involved promoting clients through sensational stories, often exaggerated or fabricated, to generate media attention and public interest ()
- Publicity focused on generating media coverage for clients or causes, often through staged events or by providing information to journalists
- Both press agentry and publicity aimed to influence and behavior, but often lacked transparency and authenticity
Ivy Lee and Edward Bernays
- Ivy Lee, considered one of the first PR professionals, pioneered the use of and open communication with journalists (Pennsylvania Railroad)
- Lee emphasized the importance of providing accurate information and building relationships with the media to manage public perception
- Edward Bernays, known as the "father of public relations," applied social science principles to PR, recognizing the importance of understanding and influencing public opinion
- Bernays used techniques such as , , and to shape public attitudes and behaviors (Torches of Freedom campaign)
Evolution of PR Models
Public Information and Two-Way Asymmetric Models
- The focused on disseminating accurate information to the public, often through and publications, but with little concern for audience feedback (government agencies, non-profits)
- The involved conducting research to understand public attitudes and opinions, but primarily to craft persuasive messages that would influence the audience in favor of the organization's goals (advertising, political campaigns)
Two-Way Symmetric Model and Corporate Communication
- The emphasized mutual understanding and dialogue between organizations and their publics, with the goal of building long-term relationships based on trust and transparency
- This model involved actively seeking and incorporating audience feedback, and adjusting organizational behavior and communication accordingly (, )
- emerged as a strategic function that integrated various communication disciplines (PR, marketing, internal communication) to manage an organization's reputation and relationships with key stakeholders
- Corporate communication focused on aligning communication with business objectives, managing issues and crises, and building and protecting the organization's brand and reputation (, )
Historical Context
Propaganda and Yellow Journalism
- involved the systematic dissemination of information, often biased or misleading, to influence public opinion and behavior, particularly during wartime (, )
- , prevalent in the late 19th century, involved sensationalized and sometimes fabricated news stories designed to increase newspaper circulation and influence public opinion ()
- Both propaganda and yellow journalism demonstrated the power of communication to shape public attitudes and behaviors, and highlighted the need for ethical and responsible communication practices
Muckraking and the Progressive Era
- journalists, active in the early 20th century, investigated and exposed social, economic, and political problems, such as corruption, poverty, and unsafe working conditions (Upton Sinclair's "The Jungle")
- The , a period of social and political reform in the early 20th century, saw the rise of activists and reformers who used communication to raise awareness of social issues and advocate for change (women's suffrage, child labor laws)
- Muckraking and the Progressive Era demonstrated the power of communication to expose wrongdoing, influence public opinion, and drive social and political change
Impact of the Industrial Revolution
- The , which began in the late 18th century, led to the rise of large corporations and the need for more sophisticated communication strategies to manage reputation and relationships with stakeholders
- The growth of , including newspapers, magazines, and radio, provided new opportunities for organizations to reach and influence large audiences (advertising, sponsored content)
- The Industrial Revolution also led to the rise of labor unions and activist groups, which used communication to organize workers and advocate for better working conditions and social reforms (strikes, boycotts)
- The complex social and economic changes brought about by the Industrial Revolution highlighted the need for organizations to engage in strategic communication to navigate a rapidly changing environment and maintain public trust and support
Key Terms to Review (30)
Community Relations: Community relations is a branch of public relations that focuses on building and maintaining a positive relationship between an organization and the community in which it operates. This involves understanding community needs, fostering goodwill, and promoting mutual benefits between the organization and local residents. Effective community relations strategies contribute to an organization’s reputation, enhance public perception, and create a supportive environment for its operations.
Corporate Communication: Corporate communication is a strategic management function that encompasses all communication activities aimed at building and maintaining relationships with various stakeholders, including employees, customers, investors, and the public. It serves as a vital link between an organization and its stakeholders, ensuring that messages are consistent and aligned with the company's goals and values.
Corporate Social Responsibility: Corporate Social Responsibility (CSR) is a business model where companies integrate social and environmental concerns in their operations and interactions with stakeholders. This concept emphasizes the importance of ethical behavior and accountability, which directly influences how organizations communicate and engage with their publics, reflecting a commitment to societal well-being.
Edward Bernays: Edward Bernays was a pioneering figure in public relations, often referred to as the 'father of public relations' for his innovative techniques in shaping public opinion and using media strategically. His work established the foundation for modern PR practices, emphasizing the importance of audience psychology and strategic communication.
Employee engagement: Employee engagement refers to the emotional commitment that employees have toward their organization and its goals, resulting in a sense of purpose and motivation in their work. Engaged employees are more productive, contribute positively to team dynamics, and help create a stronger organizational culture. This commitment can be influenced by various factors such as leadership communication, recognition, and the alignment of individual roles with the company’s mission.
Focus groups: Focus groups are a qualitative research method that gathers a small, diverse group of people to discuss and provide feedback on specific topics, products, or ideas. This method helps in understanding the perceptions, opinions, and motivations of the target audience, making it an essential tool for developing effective communication strategies and assessing public sentiment.
Image management: Image management refers to the strategic process of shaping and maintaining a positive perception of an individual, organization, or brand in the eyes of the public. This involves carefully crafting messages, controlling narratives, and utilizing various communication channels to influence how stakeholders perceive an entity's identity and values. It's closely linked to reputation management and is essential in establishing trust and credibility within any audience.
Industrial Revolution: The Industrial Revolution was a period of significant economic and technological change that began in the late 18th century and continued into the 19th century, transitioning societies from agrarian economies to industrialized ones. This transformation brought about major advancements in manufacturing, transportation, and communication, leading to urbanization and changes in social structures. The rise of factories and mass production reshaped labor dynamics and created new communication strategies, which directly influenced the emergence of public relations as a profession.
Ivy Lee: Ivy Lee was a pioneering figure in public relations, known for his role in shaping modern PR practices in the early 20th century. He emphasized transparency and open communication between organizations and the public, laying the groundwork for ethical public relations practices that are still relevant today.
Mass media: Mass media refers to the various platforms and technologies that communicate information to a large audience simultaneously, including newspapers, radio, television, and the internet. These channels have played a crucial role in shaping public opinion, disseminating news, and influencing culture throughout history, especially during the origins and early development of public relations.
Media Relations: Media relations refers to the strategic communication process between an organization and the media, aimed at promoting and protecting the organization's image, message, and brand. It involves building relationships with journalists and media outlets to effectively disseminate information and respond to inquiries, ensuring that the organization is portrayed accurately in the media.
Muckraking: Muckraking refers to a form of investigative journalism that aims to expose corruption, scandals, and social injustices, particularly in politics and business. This term gained prominence in the early 20th century as journalists began to scrutinize the actions of powerful institutions and individuals, revealing the darker side of society. Muckrakers played a significant role in shaping public opinion and sparked calls for reform, ultimately influencing the development of public relations as a means to address these issues and improve societal conditions.
Nazi Germany: Nazi Germany refers to the period from 1933 to 1945 when Adolf Hitler and the National Socialist German Workers' Party (NSDAP) ruled Germany. This era is marked by totalitarian control, aggressive expansionism, and the implementation of policies that led to the Holocaust and World War II. The regime's manipulation of public perception through propaganda played a significant role in its ability to maintain power and influence societal norms.
P.T. Barnum: P.T. Barnum was an American showman, businessman, and founder of the Barnum & Bailey Circus, known for his extravagant promotional tactics and the phrase 'There's a sucker born every minute.' He revolutionized public relations by using spectacle and sensationalism to attract audiences, making him a pivotal figure in the early development of PR practices and technologies.
Press agentry: Press agentry is a form of public relations focused on generating publicity and media attention for an individual or organization, often using sensationalism or exaggerated claims. This approach emphasizes the importance of getting noticed, regardless of the accuracy or ethical considerations of the information presented. It played a significant role in the early development of public relations, shaping how communication strategies were formed and executed.
Press releases: Press releases are official statements issued to the media to announce newsworthy information about an organization, event, or product. They serve as a primary tool for public relations professionals to communicate key messages and generate media coverage, playing a crucial role in shaping public perception and managing the organization's reputation.
Progressive Era: The Progressive Era refers to a period in American history from the 1890s to the 1920s characterized by social activism, political reform, and the quest for addressing the problems caused by industrialization, urbanization, and corruption in government. During this time, various movements emerged that aimed to improve society and promote social justice, which laid the groundwork for the development of modern public relations practices as organizations sought to communicate their values and connect with the public.
Propaganda: Propaganda is a form of communication aimed at influencing the attitude of a community toward some cause or position. It often employs persuasive techniques and emotional appeals to shape public perception and opinion, frequently distorting or selectively presenting information to achieve its goals. The use of propaganda has played a crucial role in the evolution of public relations, especially in historical contexts where key figures utilized it to manipulate public sentiment and promote specific agendas.
Public information model: The public information model is a communication approach in public relations that emphasizes the dissemination of factual and accurate information to the public. This model prioritizes transparency and aims to inform stakeholders rather than persuade them, marking a significant shift in how organizations interact with their audiences. It connects closely with the evolution of PR practices, the role of key figures in its development, and its importance in international media relations.
Public opinion: Public opinion refers to the collective attitudes and beliefs of individuals on various issues, events, or topics within society. It plays a crucial role in shaping the actions and strategies of organizations, particularly in the field of public relations, as understanding what the public thinks can inform communication strategies and campaigns. Public opinion is influenced by numerous factors including media representation, personal experiences, and cultural context.
Publicity: Publicity refers to the intentional and strategic dissemination of information to attract public attention and generate interest in a person, organization, or event. It's a key function within public relations that focuses on gaining media coverage and fostering positive perceptions, which is essential for building reputation and visibility. Publicity serves as a bridge between the organization and its audience, creating opportunities for engagement and communication.
Spanish-American War: The Spanish-American War was a conflict between the United States and Spain in 1898, primarily over issues related to Cuba's struggle for independence. This war marked a significant turning point in U.S. foreign policy, leading to the emergence of the United States as a global power and influencing the development of public relations as a vital tool for government communication and propaganda.
Surveys: Surveys are research tools used to collect data from a specific group of people, often to gauge opinions, behaviors, or characteristics. They play a critical role in public relations by helping practitioners understand their audiences and assess the effectiveness of communication strategies.
Third-party endorsements: Third-party endorsements refer to the support or approval given to a product, service, or brand by an individual or organization that is not directly affiliated with it. This type of endorsement adds credibility and trustworthiness because the endorser is seen as an unbiased source, which is especially valuable in public relations and marketing. Historically, third-party endorsements have played a crucial role in shaping public perception and building brand reputation, especially during the early development of public relations when establishing trust was essential.
Thought Leadership: Thought leadership refers to the process of establishing oneself or an organization as a trusted authority and innovator in a specific field, influencing others through insightful ideas, perspectives, and content. This concept is crucial for building credibility and fostering trust in public relations, as it helps shape conversations and drive engagement within various industries.
Two-way asymmetric model: The two-way asymmetric model is a communication strategy in public relations where the organization uses research and feedback to persuade the audience while primarily focusing on its own interests rather than achieving mutual understanding. This approach is characterized by its goal of influencing public opinion through a one-sided dialogue, allowing the organization to maintain control over the message and manipulate audience perceptions.
Two-Way Symmetric Model: The two-way symmetric model is a communication framework in public relations that emphasizes a balanced and reciprocal flow of information between an organization and its publics. This model encourages dialogue and understanding, fostering relationships where both parties can influence each other, contrasting with one-sided communication strategies.
Upton Sinclair's The Jungle: Upton Sinclair's The Jungle is a groundbreaking novel published in 1906 that exposes the harsh realities of the meatpacking industry in Chicago. The book not only highlights the appalling working conditions faced by immigrant laborers but also raises public awareness about food safety and unsanitary practices in the food industry, leading to significant reforms in public health regulations.
World War I: World War I was a global conflict that lasted from 1914 to 1918, involving many of the world's great powers divided into two main alliances: the Allies and the Central Powers. This catastrophic event not only caused unprecedented destruction and loss of life but also played a crucial role in the evolution of public relations as nations sought to manage public perception and morale during wartime, ultimately leading to modern practices in the field.
Yellow journalism: Yellow journalism refers to a style of sensationalized news reporting that exaggerates or distorts facts to attract readers and influence public opinion. This approach often prioritizes sensationalism over accuracy, using catchy headlines, illustrations, and emotionally charged language. Its rise in the late 19th century played a pivotal role in shaping the media landscape and public relations practices, particularly during significant events like the Spanish-American War.