History and Origin of PR

PIONEERS OF PUBLIC RELATIONS
The three pioneers of Public Relations are sometime referred to us the three wisemen of Public
Relations. The PR industry is constantly evolving and as experts in public perception, it’s our job
as PR practitioners to be equipped to take advantage of all the new tools and technologies to
produce meaningful results for our clients.
Ivy Lee – Crisis Communications
Lee was the first to articulate the concept that PR practitioners have a public responsibility to
reveal truth that extends beyond an agency’s obligations to its clients. An early example of this
was when Lee issued a press release after the 1906 Atlantic City train wreck openly disclosing
information to journalists before they could hear information about the accident elsewhere. This
proactive approach to delivering factual information in a potentially damaging situation makes
Lee the founder of crisis communications.
Relevance
Why is this still relevant today? Proactively sharing a truthful and supportive message in the
midst of negative events gives you and the client more control over what is being portrayed by
the media. Sitting back and taking a reactionary stance could be misinterpreted.
Edward Bernays – News vs. Advertising
Following the success of Lee’s communication tactics after the Atlantic City train crash, Bernays
recognized the power of proactive communications and how it could help shape the news.
Testing his hypothesis, Bernays undertook one of the most controversial PR campaigns of his
time (the 1920s), hosting an event that showcased women smoking Lucky Strike cigarettes in
public. Calling the cigarettes “torches of freedom” in a press release, Bernays was able to
persuade the media that women smoking in public marked a positive shift in women’s rights.
Relevance
Why is this still relevant today? With his Lucky Strike campaign, Bernays proved that the media
could be influenced by channels other than advertising, and thus the term “free press” was born.
Formal press releases live on today, and remain a staple of most PR campaigns.
Arthur Page – Strategic Communications
Arthur Page emerged as a master in successfully positioning companies in a positive light despite
the public’s general feelings of distrust. Page is most noted for his work with AT&T, where he
became the first person to hold the title of vice president of public relations in 1927, and
combatted the public’s negative sentiment toward the company having a monopoly over the
communications network. Through a strategic corporate communications plan that incorporated
frequent bylines, Page reduced negative press coverage of AT&T by 30 per cent, while
increasing the public’s appreciation for the company’s contributions to society.
Relevance
Why is this still relevant today? Page’s strategy is a prime example of the powerful impact
bylined articles can have on the industry and the public’s perception of a company. Bylines
offer mutual benefits for publications looking to generate relevant content and for companies
who want to increase their visibility.
Early forms of communication
Mankind has always tried to communicate and make himself understood. Before there were
alphabets, characters and numerals, there were pictograms in the caves of primitive peoples.
There were wall paintings in pyramids etc.
It could be said that the holy books of the world’s religious contain a form of public relations, in
those ancient scribes were seeking to create an understanding of their faiths.
Stages of Public Relations development
Historically, public relations has gone through three overlapping stages: mainly
1. Manipulation
2. Information
3. Mutual influence and understanding
Stage one: Manipulation
Public Relations is assumed to use whatever means are available to achieve desired public
opinion and action. Traditional practitioners of this type of PR have been called press agents.
Manipulation was a technique of the 19th century press agents who served political campaigns
and carnival shows more than business. Press agents used exaggeration, distortion, and deception
and normally staged /planned an event for the purpose of being reported.
Phineas. T. Barum has always been considered the master of press agentry. He was a promoter
with endless imagination. Baron used publicity to make money pure and simple.
Barum originated many methods for attracting public attention. He didn’t let the truth interfere
with publicity and press agentry technique. While he contributed positively to our understanding
of the power of publicity, his lack of honesty led to a legacy of mistrust of publicity efforts that
exist sometimes even today.
In the quest to gain media and public attention, press agentry becomes increasingly outrageous,
exploitative and manipulative.
Stage two: Information
By the early 1900s business was forced to submit to more governmental regulations and
encountered increasingly hostile criticism from the press. Because of this social forces PR
became a specialized function broadly accepted in major corporations. Corporations rapidly
recognized that deceptions, manipulation and self-serving half-truths were inappropriate
responses to challenges raised by media and government.
Edward Bernays, public relations pioneer: first teacher of public relations and author of the first
book on the subject explained the emergency of the public relations function. He wrote
‘Crystallizing public opinion” the first book on public relations. He taught the first degree in
public relations in1923 at New York University. He emphasized the social science contribution
to public relations and was a leading advocate for public relations professionalism through
practitioner licensing. He remained active until his death in 1995 at age 103.
In this stage publicity bureaus increased. The job of publicity bureaus was to gather factual
information about clients for distribution to newspapers. President Roosevelt was the first
president to make extensive use of press conferences and interviews.
Ivy Lee is considered the father of public relations. Lee believed that the public should be
informed. He recognized that good words had to be supported by positive actions on the part of
9individuals and organizations. His emphasis was on public relations as a management function.
Colleges, churches, health and welfares started using PR in1899. Among the greatest industrial
publicity users was Henry Ford.
Stage Three: Mutual Understanding and Influence
It became clear that organizations communicate not only words released through the press, but
also by their policies and actions. Employees became a recognized entity and important audience
for PR efforts. Employee magazines started to be published by companies in 1920s.
Arthur Page recognized that PR requires a planned program using advertising and continuous
flow of information
FUNCTIONS OF PUBLIC RELATIONS
 Public Relations is establishing the relationship among the two groups (organisation and
public).
 Art or Science of developing reciprocal understanding and goodwill.
 It analyses the public perception & attitude, identifies the organisation policy with
 public interest and then executes the programmes for communication with the
 public.
ELEMENTS OF PUBLIC RELATIONS

ELEMENTS OF PUBLIC RELATIONS
1. Counseling: - Providing advice to management of an organization concerning policies,

relationships and communication. “What to do”
2. Research: - Determining attitudes and behaviors of publics and their causes in order to
plan, implement and measure activities to influence or change attitudes and behavior.
3. Media relations: - Relating with communication media in seeking publicity or
responding to their interest in an organization.
4. Publicity: - Disseminating planned messages through selected media without payment to
further the organization’s interests.
5. Employee/member relationships: - responding to concerns and informing and
motivating an organization’s employees, retirees and its families
6. Community relations: - continued, planned and active participation with and within a
community to enhance its environment to the benefit of both organization and the
community
7. Public Affairs: - Developing effective involvement in public policy and helping an
organization adapt to public expectations.
8. Government affairs: - Relating directly with legislators and regulating agencies on
behalf of the organizations. i.e. lobbing
9. Issues management :- Identifying and addressing issues of public concern in which an
organization is or should be concerned
10. Financial relations: - Creating and maintaining investor confidence and building
positive relationships with the financial community.
11. Industry relations: - Relating with other firms in the industry and with trade unions.
12. Fundraising: - Encouraging voluntary contributions.
13. Minority relations: - Relating with individuals and groups of minorities.
14. Special events and public participation: - Stimulating an interest in a person, product
or organization by means of focused ‘happenings’, also activities designed to enable an
organization to listen to and interact with publics.
15. Marketing communications: - combination of activities designed to sell a product,
service, idea through advertising, publicity, promotion, of packaging.

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PIONEERS OF PUBLIC RELATIONS

Ivy Lee – Crisis Communications

Edward Bernays – News vs. Advertising

Early forms of communication

Stages of Public Relations development

Stage one: Manipulation

Stage two: Information

Stage Three: Mutual Understanding and Influence

ELEMENTS OF PUBLIC RELATIONS

1. Counseling: - Providing advice to management of an organization concerning policies,

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