Public Relations: Then And Now

By Author: Sushant Sharma
Total Articles: 8
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If not in letter, in spirit Public Relations goes back to the times of ancient rulers when their military exploits and political decisions were exalted to the status of divine dictate by faithful court officials! From then to now, Public Relations has certainly come a long way.

The Inception of Public Relations

Julius Caesar’s military exploits were publicized to convince the Romans that he would be the best one to lead them. St. Augustine was a minister of propaganda in the Western Roman Empire delivering eulogies to the emperor. Thomas Paine wrote a persuasive pamphlet addressed to soldiers of Washington’s army that changed history. He persuaded them to stay and fight when they were ready to give up due to the harsh winter.

These are all examples of Public Relations (PR) campaigns conducted in earlier times! The aim was simple really. Turn public opinion in your favour. Use effective communication to do that and create and sustain the impression of truth and honour. Precursors to Public Relations can also be traced to publicists who campaigned for spectacles such as theatrical performances ...
... and circuses.

Public Relations came to be coined as a professional term in America in the early 19th century with campaign managers advising Presidents on how to relate with the public. PR campaigns also promoted the new railroads and the press came to be recognised as a useful tool. Some scholars believe that the term ‘Public Relations’ first appeared in the railway year book of 1897.

An early definition of PR was coined by Edward Bernays, widely regarded as the father of Public Relations in the modern world. According to him, "Public Relations is a management function which tabulates public attitudes, defines the policies, procedures and interest of an organization followed by executing a program of action to earn public understanding and acceptance."

The Changing Dynamics of Public Relations

Public Relations, especially corporate PR has gained in influence in the world of communication. PR strategic communication is imminent in both the political as well corporate worlds. Over the years corporate PR strategies have broadened in their scope and nuances.

Today corporate PR involves managing the communication between an organization and all its stakeholders effectively. The aim is to build, manage and sustain brand value and positive image. The challenge PR strategies face is to align perceptions with realities and forge a favourable public opinion and attitude.

PR involves formulating and implementing an organization's response and policy vis-à-vis its publics. It will need intricate plans for two-way communication programs with customers, investors, management, employees, government agencies and practically all stakeholders.

Fostering a positive relationship with all, developing good-will and building a strong market for its services/products is vital for a business’s survival amidst intense competition in a globalized economy. As a consequence Public Relations is essential for each company. Effective PR has a bearing on a company’s financial results, as it influences investors and decision-makers.

PR also addresses problems of internal communication. Tools for internal communication include business letters, memos, e-mails, newsletters and brochures. Internal communication takes place during business meetings, presentations, interviews and conferences.

For external communication, PR managers have at their disposal the traditional methods of advertising in print, radio and television; distributing pamphlets; putting up bill-boards and posters; organising events and outdoor campaigns as well as holding Corporate Social Responsibility (CSR) campaigns.

In the era of the internet Corporate Communications in India has gone hi-tech with online digital platforms and social networking sites. PR managers can no longer afford to ignore platforms like twitter, Facebook, blogs and e-mailers. These avenues are all a part of the changing dynamics of Public Relations. PR is critical for a business and requires a multi-pronged approach to be effective.

The author of this article is associated with India InfoMedia, reputed for providing strategic communication support to clients for brand building and corporate communication. Considered one of the best Public Relation Companies in India India InfoMedia has been consistently assisting its clients reach out to their stakeholders through focused communication strategies.