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.
Poczytaj artykuł
Public 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
History of Comcast. How a Modest Cable Company Became a Media Giant
Małgorzata Dwornik
In 1963, it had only 1,200 customers and a dream. Six decades later, it became the world's third-largest media powerhouse. Ralph J. Roberts risked it all to bet on cable television. Did he know what he was doing? The history of Comcast shows that... he knew exactly what he was doing.
Hind Nawfal and Al Fatat. The First Women's Magazine in the Arab World
Małgorzata Dwornik
The Egyptian phenomenon, founded by the "mother of female journalists," lasted only two years in the market. However, in that short time, it accomplished so much for Arab women that it is still called a "revolutionary" today. The Arab "Girl" and its founder were the first significant female voices in this culture.
Vanuatu Daily Post. 30 Years of Struggle (Including Fistfights) for Free Media
Małgorzata Dwornik
Ambition and hard work are not enough to keep a newspaper running. The most popular title in exotic Vanuatu today nearly shared the fate of its many forgotten predecessors. But fate had other plans - thanks to an unexpected reunion and... a phone book. What followed was even more interesting. And not always safe.
See articles on a similar topic:
Barbara Walters. The Queen of Impossible Interviews from ABC Television
Małgorzata Dwornik
Barbara Walters began her media career in 1951 with advertising and producing a children's program. In the 1960s, she shattered the glass ceiling. Her interviews on NBC brought her to the height of popularity, but it was her programs on ABC that earned her the title of the queen of television.
Kazakhstanskaya Pravda. Newspaper with Its Own Flag on Antarctica
Małgorzata Dwornik
On January 1, 1920, the first issue of the weekly "News from the Kyrgyz Region" was published. A year later, it was renamed "Steppe Truth," eventually becoming the daily "Soviet Steppe." Since January 1932, Kazakhstan's most popular title has been known as Казахстанская правда (Kazakhstanskaya Pravda). For over a century, it has alternately supported the authorities, scrutinized them, and sometimes faced the consequences... of telling the truth.
The History of Press Photography
Bartłomiej Dwornik
The birth of photography is dated to 1839, when French painter Louis Daguerre announced the principles of daguerreotype (an image projected through a lens onto a silver-plated copper sheet, developed with mercury vapor, and fixed with sodium thiosulfate).
History of The Honolulu Advertiser. From Missionaries to a Merger with Rival
Małgorzata Dwornik
It was created to outdo unreliable competition. Early world news arrived via boat. It didn’t hire Mark Twain, but Jack London wrote for it. The story of Hawaii’s oldest newspaper spans 154 years of ups, downs, and radical changes in direction. In 2010, to survive a losing war of attrition with its biggest rival, it had to merge with it.