po polsku
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
New articles in section History of the media
Havas. The history of the world's first news agency
Małgorzata Dwornik
The idea of two bankrupt Frenchmen in 1835 turned out to be brilliant: use information as a commodity. Along with translators, messengers, and correspondents, they hired a flock of carrier pigeons. These birds carried news from London to Paris in a single day. The product of L'Bureau Havas quickly became popular far beyond Europe.
România Liberă. 150 years of history of the Romanian press
Małgorzata Dwornik
On May 14, 1877, Romania officially declared independence from the Ottoman Empire, and just one day later, the newspaper România Liberă (Free Romania) appeared on the Bucharest market. Its founder, first director, and journalist was Dimitrie August Laurian, strongly supported by Professor Ştefan Mihăilescu.
El Mercurio de Valparaiso from Chile. The oldest Spanish language newspaper in the world
Małgorzata Dwornik
The first issue started a revolution in South America. It survived 200 years of turbulent history: headquarters fires, editorial office looting, economic crises, and dictatorship. Today, El Mercurio de Valparaiso holds a unique status in the Chilean media market. And the title of a UNESCO World Heritage site.
See articles on a similar topic:
POLITIKA. The history of Serbia's oldest daily newspaper
Małgorzata Dwornik
In 1904, journalist Wladislaw F. Ribnikar founded Serbia's first independent newspaper. Opponents predicted a quick failure for Politika, the government viewed it with suspicion, but readers... were captivated by its new quality. Ribnikar laid the foundations for modern Serbian journalism, but his successors faced mixed fortunes.
History of MTV. A Music Channel Where Music Once Disappeared
Małgorzata Dwornik
On August 1, 1981, at exactly 12:01 p.m. Eastern Time (USA and Canada), a new cable television channel launched: Music Television. John Lack welcomed MTV’s first viewers with the words: Ladies and gentlemen, rock and roll! The first music video aired was "Video Killed the Radio Star" by The Buggles.
Die Burger. The history of the world’s largest afrikaans newspaper
Małgorzata Dwornik
Founded in 1915 by Afrikaners from the Union of South Africa, this newspaper embodies colonial history in a nutshell. On one hand, it supported independence and a local language; on the other, it actively endorsed apartheid until its end. Polish connections and renowned internet brands from our country are also part of this story.
Daphne Caruana Galizia. How the journalist known as "The Witch" died
Rinf
On October 16, 2017, at 3 p.m., in the suburbs of Mosta, in Bidnija, investigative journalist Daphne Caruana Galizia was killed in a car bomb attack. Since early 2016, there had been six such attacks in Malta. But Daphne was the only one with no ties to the criminal world. She was uncovering the truth in political circles and paid for it with her life.
