The History of PR
Posted on Jun. 15, 2023 / Subscribe 0
The world of PR is constantly changing. From the rise of influencers to the prevalence of thought leadership to social media marketing, we as PR professionals constantly have to adapt. While PR was recognized as a profession for nearly a century, the need to share stories with others has been around since the dawn of time. With the fundamentals of PR having such a deep history, how have these ancient methods of communication helped shape what we see in PR today? Let’s take a look at the history of PR.
The Pioneers of PR
Every great innovation needs pioneers. There are a few notable influencers who shaped what we see in the PR industry today.
Ivy Ledbetter Lee was one of the first people to truly make an impact on PR strategies. Lee identified a severe absence of honest communication between companies and the public. He opened one of the first public relations companies, Parker and Lee, which pushed to promote authentic communication between corporations and the public.
Edward Bernays, also known as the father of public relations, was a groundbreaking figure in the industry. Bernays used his knowledge of emotional reasoning and how it motivates action, to change PR. Bernays introduced the idea of two-way communication in his book, “Crystallizing Public Opinion,” to influence community relations, crisis communication and public affairs practices.
Theodore Roosevelt is considered to be the first politician to use public relations techniques. During his presidency, Roosevelt used PR-related strategies to authentically align with the public. Roosevelt used his relationship with journalists to his advantage to promote his legislative agenda, draw national attention and present himself in a better light to the public.
The Age of Mass Media
Following these pioneers came a rise in PR efforts. From World War II to the Depression to the diffusion of television, PR took on a whole new light.
The Rise of Public Relations Firms
Following World War II, many public relations firms began to form. PR was beginning to be recognized as a practice. Universities began offering courses within the field. This increase in efforts led to a variety of large institutions implementing PR departments.
Television
As more PR concepts surfaced, big changes began to happen: television. By the 1950s, TVs took over the nation. With the rise of mass media like TV and radio, this increase in viewership gave PR professionals the opportunity to reach the public in a bigger way.
Social Change
With the growth in television viewership, public awareness started increasing. Protests began forming to end war and discrimination, and push for social change. PR tactics were used during these social movements to mitigate conflict and evoke the media. Some examples of these tactics include lobbying, campaigning, TV interviews and press coverage.
The Digital Age
The internet and social media altered the way we communicate. Channels expanded and new audience began to rise.
Introduction to the Internet
The internet opened many doors as it changed the way people communicated. Many companies altered the way they communicated with the public by integrating media to reach larger markets.
Social Media Becomes Mainstream
Social media made, and still makes, a huge impact on how PR professionals communicate with key audiences. Relationships between organizations and the public are now more connected than ever. Social media has strengthened two-way communication – introduced by Bernays after World War II and still prevalent today.
In just one post, an organization's reputation could be completely changed for good or for the worse. PR professionals are now tasked with communicating with the public in a more personal way than ever before.
The history of PR offers a deeper sense of how the profession has changed. Innovations surface, technology changes and we adapt. But through it all, the goal of PR remains the same: to help organizations build relationships with the public. There are many emerging trends on the horizon for the industry, but one thing is clear: PR efforts are here to stay.
Cydney Foster is an integrative public relations major at Central Michigan University and an intern with PRSA Detroit.
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