2 History and Evolution of Public Relations
Introduction
To understand modern public relations, it’s essential to examine its roots. PR has evolved alongside media, business, politics, and culture. From ancient communication strategies to digital media campaigns, the practice of managing perception and influencing publics has always existed—but the tools and techniques have changed drastically.
Early Forms of Public Influence
Although public relations as a profession is relatively new, its tactics have been around for centuries. In Ancient Greece, public speaking and rhetoric were essential for political influence. The Catholic Church used symbolic communication, events, and messaging to maintain its authority. The U.S. Federalist Papers, written by Alexander Hamilton, James Madison, and John Jay in the late 1700s, are considered early examples of persuasive public communication aimed at shaping public opinion.
The Rise of Modern Public Relations
Public relations as a formal profession emerged in the early 20th century during a time of social change, industrialization, and the growth of mass media. Two pioneers shaped the early foundation of PR: Ivy Lee and Edward Bernays.
Ivy Lee: The Father of Modern Media Relations
Ivy Lee was one of the first public relations professionals hired by major corporations. In 1906, he issued what is considered the first press release following a train accident involving the Pennsylvania Railroad. Rather than cover up the story, he encouraged transparency and provided factual information to journalists. Lee believed that companies should earn public trust through honesty, which was a new idea at the time. His ‘Declaration of Principles’ laid the groundwork for PR ethics and corporate responsibility.
Edward Bernays: The Father of Public Relations
Edward Bernays, nephew of Sigmund Freud, took a psychological and strategic approach to PR. He believed that public opinion could be shaped through carefully planned messages and media. In the 1920s, Bernays applied his ideas to successful campaigns, including:
– Promoting cigarette smoking for women as a symbol of independence (‘Torches of Freedom’)
– Helping Calvin Coolidge improve his public image
– Promoting bacon and eggs as the ideal American breakfast
Bernays authored the first PR textbook, *Crystallizing Public Opinion* (1923), and taught the first PR class at NYU.
Growth of PR in the Mid-20th Century
After World War II, the public relations field expanded rapidly. With the rise of television and consumer culture, corporations began using PR to shape public perception and manage their reputations. During this period, professional organizations such as the Public Relations Society of America (PRSA) were founded to promote ethical standards and professional development. The growth of government communications, nonprofit outreach, and international relations further diversified the field.
The PRSA and Professional Standards
Founded in 1947, PRSA is the largest professional organization for PR practitioners in the U.S. It established a Code of Ethics that emphasizes honesty, advocacy, expertise, independence, loyalty, and fairness. PRSA also promotes accreditation for professionals and provides continuing education and networking opportunities. Today, PRSA continues to play a central role in defining professional standards in the industry.
The Digital Age and the Future of PR
The rise of the internet, social media, and mobile technology has transformed how PR professionals reach their audiences. Modern PR involves not only media relations but also content creation, digital strategy, social media engagement, data analysis, and real-time communication. The speed of communication has increased expectations for transparency and accountability, and PR professionals must adapt to an ever-changing media environment.
Conclusion
The history of public relations reveals how the field has evolved from press agents and publicity stunts to strategic communication and relationship-building. Understanding the contributions of pioneers like Ivy Lee and Edward Bernays—and the development of ethical standards through organizations like PRSA—helps students appreciate the roots and responsibilities of today’s PR professionals.
