MODULE-1

PUBLIC RELATIONS

Evolution and History of Public Relations

Introduction:

Public Relations (PR) is a dynamic eld that has evolved signi cantly
over time, re ecting changes in society, technology, and
communication practices. Understanding the evolution and history of
PR provides insights into its development as a profession and its role in
shaping public discourse and organizational communication.

1. Early Beginnings:

- PR can be traced back to ancient civilizations where rulers and

leaders used various forms of communication to convey messages and
maintain public support.
- Ancient practices such as public ceremonies, proclamations, and
symbols served as early forms of PR to communicate with the masses
and demonstrate leadership.

2. Emergence of Modern PR:

- The modern concept of PR began to take shape in the late 19th and
early 20th centuries with the rise of industrialization and mass media.
- Pioneers such as Ivy Lee and Edward Bernays are credited with
shaping PR as a profession. Ivy Lee emphasized transparency and
honesty in communication, while Edward Bernays applied
psychological insights to shape public opinion and behavior.

3. Development of PR Agencies:

- The early 20th century saw the establishment of the rst PR

agencies, o ering services such as media relations, publicity, and crisis
management to businesses and organizations.
- PR agencies played a crucial role in shaping public perception,
managing reputations, and promoting products and services in an
increasingly competitive marketplace.
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4. Role of PR in World Wars:

- World War I and World War II propelled the use of propaganda and
PR techniques to mobilize public support for war e orts.
- Governments and military agencies employed PR tactics to shape
public opinion, boost morale, and disseminate information during
wartime.

5. Post-War Expansion:

- The post-war period witnessed a signi cant expansion of PR

practices, with the establishment of PR departments in corporations,
government agencies, and nonpro t organizations.
- PR professionals played key roles in promoting economic growth,
consumerism, and technological innovation during the post-war
economic boom.

6. Evolution of Media Landscape:

- The advent of television, radio, and later the internet revolutionized

the media landscape and transformed PR practices.
- PR practitioners adapted to new communication technologies and
platforms, leveraging them to reach broader audiences and engage
stakeholders in meaningful dialogue.

7. Professionalization of PR:

- The latter half of the 20th century saw the professionalization of PR

as a distinct eld of study and practice.
- Universities began o ering degree programs in PR, and professional
organizations such as the Public Relations Society of America (PRSA)
were established to promote ethical standards and professional
development within the industry.

8. Contemporary Trends:

- In the digital age, PR has become increasingly integrated with

marketing, advertising, and social media.
- PR professionals now utilize a mix of traditional and digital
communication channels to engage audiences, build brand reputation,
and manage crises in real-time.
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 De nitions of Public Relations (PR):

Public Relations (PR) is a strategic communication practice focused on

building positive relationships between organizations and their
stakeholders. It involves managing information, shaping perceptions,
and maintaining a good reputation through various communication
tactics like media relations, social media, and crisis communication. PR
plays a vital role in enhancing brand reputation and in uencing public
opinion.

In simple words

Public Relations (PR) is about managing how organizations

communicate with people. It involves creating a positive image, sharing
information, and building good relationships with the public, using tools
like media, social media, and events.

Public Relations and Allied Disciplines:

1. Publicity:

- De nition: Publicity involves the dissemination of information or

news about a person, organization, or product through various media
channels to generate attention and interest from the public.
- Relation to PR:Publicity is a subset of PR and is often used as a
tactic within PR campaigns to raise awareness, enhance visibility, and
shape public perception of an organization or individual.

2. Propaganda:

- De nition: Propaganda involves the systematic dissemination of

information, ideas, or ideologies to in uence public opinion or promote
a particular agenda, often used in political or ideological contexts.
- Relation to PR: While propaganda and PR share similar
communication objectives, they di er in their intent and ethical
considerations. PR focuses on building mutually bene cial
relationships, whereas propaganda may employ deceptive or
manipulative tactics to achieve its objectives.
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 3. Public A airs:

- De nition: Public A airs focuses on managing relationships between

organizations and government entities, including legislative bodies,
regulatory agencies, and elected o cials.
- Relation to PR: Public A airs is closely related to PR, as it involves
lobbying, advocacy, and government relations activities aimed at
in uencing public policy and decision-making. PR professionals often
engage in public a airs initiatives to represent the interests of their
organizations or clients to government stakeholders.

4.Lobbying:

- De nition: Lobbying involves in uencing legislators, policymakers,

or government o cials to support speci c interests or policies
favorable to an organization or group.
- Relation to PR: Lobbying is a specialized form of public a airs and
advocacy that aims to shape legislation, regulations, or government
policies to bene t the interests of the lobbying organization or its
clients. PR professionals may engage in lobbying activities as part of
broader advocacy campaigns.

5. Corporate Communication:

- De nition: Corporate Communication encompasses the internal and

external communication e orts of an organization, including employee
communication, investor relations, crisis communication, and corporate
branding.
- Relation to PR: Corporate Communication is closely aligned with
PR, as both disciplines share common objectives in managing
communication, reputation, and relationships on behalf of the
organization. PR professionals often play a central role in developing
and executing corporate communication strategies.

6. Marketing Communication:

- De nition: Marketing Communication involves the promotion of

products or services through various marketing channels, including
advertising, public relations, sales promotion, and direct marketing.
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 - Relation to PR: While Marketing Communication focuses on
promoting speci c products or services to consumers, PR contributes
to the overall marketing mix by enhancing brand reputation, credibility,
and trust through strategic communication and relationship-building
activities.

7. Crisis Communication:

- De nition: Crisis Communication involves the management of

communication during emergencies, crises, or unforeseen events that
may negatively impact the organization's reputation or operations.
- Relation to PR: Crisis Communication is an essential component of
PR, as PR professionals are responsible for developing crisis
communication plans, coordinating responses, and providing timely
and transparent information to stakeholders to mitigate damage and
restore trust during crises.

Ethics of Public Relations:

Public Relations Society of India (PRSI), the national association of PR

practitioners was established in 1958 to promote the recognition of
public relations as a profession and to formulate and interpret to the
public the objectives and the potentialities of public relations as a
strategic management function.

1. Professional Standards of Integrity (PSI):

- De nition: Professional Standards of Integrity (PSI) refers to the
ethical principles and guidelines that govern the conduct of public
relations professionals in their interactions with stakeholders, clients,
and the public.
- Purpose: PSI provides a framework for ethical decision-making and
behavior, emphasizing honesty, transparency, integrity, and
accountability in all aspects of PR practice.

- Key Components:
- Honesty: PR professionals are expected to communicate truthfully
and accurately, avoiding deception, exaggeration, or misinformation in
their interactions with stakeholders and the public.
- Transparency: PR professionals should be transparent about their
motives, a liations, and interests when communicating on behalf of
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 organizations or clients, disclosing any potential con icts of interest or
biases.
- Integrity: PR professionals should adhere to moral and ethical
principles in their actions and decisions, acting in the best interests of
their clients or organizations while upholding the public interest and
welfare.
- Accountability: PR professionals should take responsibility for their
actions and decisions, acknowledging mistakes, rectifying errors, and
accepting the consequences of their behavior.
- Application: PR practitioners apply PSI principles in various aspects
of their work, including media relations, crisis communication,
reputation management, and stakeholder engagement, to build trust,
credibility, and goodwill with stakeholders and the public.

2. Code of Ethics:
- De nition: A Code of Ethics is a formal document that outlines the
ethical standards, values, and guidelines for professional conduct in a
particular eld or industry, such as public relations.
- Purpose: A Code of Ethics serves as a roadmap for ethical behavior,
providing PR professionals with clear expectations and guidelines for
navigating ethical dilemmas and making principled decisions in their
practice.

- Key Elements of a Code of Ethics:

- Core Values: A Code of Ethics typically articulates the core values

and principles that underpin ethical behavior in PR, such as honesty,
integrity, transparency, respect, and fairness.

- Professional Responsibilities: The code delineates the professional

responsibilities and obligations of PR professionals to their clients,
organizations, stakeholders, and the public, emphasizing ethical
conduct in all interactions and communications.

- Guiding Principles: The code o ers guiding principles and

standards for ethical decision-making in various situations, including
con icts of interest, con dentiality, accuracy, fairness, and disclosure.
- Enforcement Mechanisms: The code may establish mechanisms
for enforcing ethical standards and addressing violations, such as
disciplinary procedures, sanctions, or oversight by professional
associations or regulatory bodies.
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 - Adherence: PR professionals are expected to adhere to the
principles and guidelines outlined in the Code of Ethics, integrating
ethical considerations into their daily practice and upholding the
reputation and integrity of the profession.