25.09.2017 History of the media
History of Public Relations. From Ancient Times to a Field of Study
Małgorzata Dwornik
Public Relations - two words we come across several times daily. We hear them on TV and radio, and read them in newspapers. PR - two letters that can sometimes cause quite a stir.
photo by Gerd Altmann/cc0/Pixabay.comPublic relations, directly translated from English, means relations with the public, and PR (or "pijar") is just those two letters with a bit of polish.
The goal of PR is to present an issue, person, or topic in the best possible light and seek acceptance and goodwill for them. Underpinning this effort should always (or almost always) be integrity.
Since the beginning of time, public figures, rulers, and ordinary or extraordinary people and institutions have cared about their image and public opinion. People strive for a good reputation and image, sometimes even excessively, in our modern world. Today, public relations is a whole industry.
The 20th century saw a boom in this field. Every respectable company or institution needed (and still needs) a person responsible for PR. Thus, public relations became a subject to learn and study. Techniques and tools emerged, from employer branding to lobbying, media relations, sponsorship, and influencer partnerships.
Today, it`s routine, with many actions that fall under "relations with the public" now known as PR. But the specific term PUBLIC RELATIONS was first used by U.S. President Thomas Jefferson in the 18th century, likely in 1787.
What about earlier centuries? Did PR exist? Was it practiced?
Of course. In ancient times, there were places where information and opinions about people and events were influenced. For example, Delphi with the Oracle or the Agora (a gathering place for wise men and gossipers).
"Vox populi, vox Dei" (the voice of the people is the voice of God) was a Roman saying, and the authorities informed the public about daily matters diligently through ACTA DIURNA, or Daily News.
In the 17th century, Pope Gregory XV established the College of Propaganda to spread Christianity and influence people.
In the same century, at its beginning, German merchants created the Weekly Merchant to share information about their goods. This was a highly effective move, and the news was quite useful.
In France, Cardinal Richelieu founded "GAZETTE" in 1631 to publish public opinions. There are many such examples, with more appearing yearly in every country.
There were more advocates for truth rather than covering up failures. "The public should be informed," said Ivy Lee, an American journalist who, in 1906, wrote the Declaration of Principles, outlining the foundations of the PR profession that still apply today. He advised the Rockefeller family not only during crises but also promoted Polish bonds in the U.S. between the wars.
PR clients have included entire nations. In 1918, Austrian-American PR pioneer Edward Bernays, who believed manipulation was necessary in society, created a favorable PR campaign for Lithuania, which had just gained independence. This helped Lithuania but harmed Poland – such is the nature of PR.
Before World War II, many PR textbooks and guides were published ("Crystallizing Public Opinion" by Edward Bernays, 1923). PR agencies, both large and small, were established. Schools and universities began offering specialized departments.
Let`s summarize the history of public relations in brief:
- Ancient Greece: oracles, gatherings, and debates in the agora
- Middle Ages: chronicles and chroniclers
- 17th century: Collegium Propagandum was established
- 1609 - a weekly merchant publication emerged in Germany to share information
- 1631 - Cardinal Richelieu established "GAZETTE"
- 1787 – the term PUBLIC RELATIONS officially emerged (Thomas Jefferson)
Subsequent eras saw efforts to create favorable images for the wealthy, although they sometimes disdained public opinion (as railway tycoon Cornelius Vanderbilt said in the 19th century, "The public be damned!").
- 1906 - Ivy Lee, an American journalist, wrote the Declaration of Principles, still in use today
- 1923 - the first PR textbook, "Crystallizing Public Opinion" by Edward L. Bernays, was published
- 1939 - A new Public Relations department was established at Boston University, sparking a wave of PR education
- 1948 - the Institute of Public Relations was founded in the UK
Examples could go on indefinitely. The PR wave began and is hard to stop. More and more companies worldwide are hiring PR professionals. PR is often confused with marketing, but that`s a topic for another article.
*****
Sources:
- http://wiadomosci.dziennik.pl/opinie/artykuly/110644,caly-ten-pijar.html
- https://rudystazysta.wordpress.com/2015/01/17/hej-pr-owco-poznaj-historie-swojego-zawodu/ https://pl.wikipedia.org/wiki/Public_relations
- http://www.preals.pl/agencja/edukacja/historia-pr/
A valuable source of knowledge is also the book by Krystyna Wójcik, "Public Relations," available in print and as an e-book.
COMMERCIAL BREAK
See articles on a similar topic:
The History of Television
BARD
In 1875, Ernest von Siemens constructed the first photocell. Two years later, Julian Ochorowicz, a Polish psychologist, developed the theoretical foundations of monochromatic television. In 1924, Scotsman John Baird transmitted an image over a distance. In Poland, we waited until 1952 for the first broadcast.
The Fourth Estate in America: Pioneers of Free Speech - the Press
Urszula Sienkiewicz
In 1990, the press in the United States celebrated its 300th anniversary. Despite an unsuccessful attempt to influence colonial authorities in 1690 and the immediate shutdown of the journal "The Publick Occurrences: Both Foreign and Domestick," American advocates for free speech continued to seek ways to criticize British rule.
The Fourth Estate in America: I Write, Therefore I Am...
Urszula Sienkiewicz
The press in the United States, extensively discussed before, has another intriguing niche that cannot be overlooked when talking about American media. Magazines: weekly and monthly publications for enthusiasts.
The Beginnings of Periodical Publishing in Poland
Bartłomiej Dwornik
The first printed works - non-periodical "flyer newspapers" - appeared in Poland in the early 16th century. They were published only for significant occasions to describe these events, sometimes even in verse.
Control is Better
Ignacio Ramonet
The noblest duty of media professionals is to expose cases of law violations. For fulfilling this duty, they have often had to pay a high price. However, for a long time, citizens - at least in democratic societies—could rely on the press and other media in their fight against abuses of power.
Larry King. One Man, 50 Thousands Interviews
Małgorzata Dwornik
In 1955, twenty-two-year-old Leibel Zeiger knocked on the door of a new radio station, WAHR, in Florida. He passed a voice test and was hired… to mop floors. Two years later, he was sitting in front of the microphone himself. The station owner gave him one condition: change his name to something more "radio-friendly." Thus, Larry King was born.
The Beginnings and Development of Press Studies
Agnieszka Osińska
In the 17th century, with the emergence of periodical printing, the press became a subject of analysis as a new form of disseminating human thought and social influence. In 1901, Gabriel Tarde, in his study "L'Opinion et la foule," distinguished between a crowd and an audience.
