The Historical Development of Public Relations - Essay Example

Topic: Lecturer: Presentation: Introduction Public relations refer to the practice whereby organizations manage their communication with the members of the public who are significant for the success of the organization (Wilcox & Cameron, 2009). It provides an opportunity for the public to learn more regarding an organization’s activities and other information that can help them to improve their quality of life. Even though different information and news are understood differently by the public, an organization gains from the exposure, which is important in marketing. Companies can make use of the media to reach the public, or they may meet the public in conferences and other public avenues. There is a difference between public relations and advertising in the sense that it is not focused on persuading the public to purchase an organization’s products. Rather, it is focused on establishing a useful relationship between the public and the organization. In other words, it is meant to build trust and confidence in the public who may comprise the targeted customers, investors who may be significant in the success of the organization as well as employees who are core to its success. PR may also be used by politicians to woo voters or convince them to support policies. PR has continued developing in the contemporary organizations. This essay is a critique of how an understanding of the historical development of public relations can inform modern PR practice. Historical Development of Public Relations and Modern PR practice It is important to understand the historical developments for the concepts to be clear to modern PR professionals, such as the various occasions that effective PR was used to solve issues. For instance, the success of John Rockefeller in relaxing the tempers of the striking miners in his coal mine in 1903 through the advice of Ivy Lee is a significant example for modern professionals to understand the power of PR. He was regarded as a hero by his employees after interacting with them and showing understanding to their grievances. Understanding the time when PR was professionalized is also important for professionals to be informed regarding the circumstances behind the developments (Cutlip, 1999). For example, when Lee defined the principles that would guide the PR profession, there were reasons behind his opinion. The modern professionals need to relate these reasons of the early 20th century with the contemporary practice and identify if they are justified, which is a significant step in strengthening their capacity (Ewen, 1998). Lee was successful in protecting the Rockefeller family from acquiring a bad image in the media coverage after the accident that occurred on the railroads belonging to Rockefeller. Historical techniques in PR are significant to the modern PR and they need to be practiced whenever need arises. Situations that demand the application of these techniques usually arise time by time and organizations may fail if the professionals are not properly equipped with the various ways that difficult occurrences can be dealt with. For example, Cutlip, S. (1999) emphasizes on openness while dealing with the media. In the modern day, PR professionals sometimes fail to flash back on the history of PR thereby failing in their efforts to accomplish their objectives. The media has developed to a great extent and may be destructive to the reputation of an individual or organization if not carefully handled. On the other hand, the PR practice in most cases fails to take in to consideration the significance of good corporate strategies that were historically approved by Lee. Understanding the historical developments which were fundamental to the development of the modern helps in relating the opportunities available today with the meager opportunities that were initially used and were successful in PR. In other words, Macnamara (2005) views it as a challenge to the modern professionals who have substantial resources at their disposal. The information acquired from the historical development is a significant indicator of where PR has come from and the possible changes that are likely to be experienced in the modern PR. For example, means of communication were not as advanced as in the current day, but PR was made successful through the use of the communication means that were available then. This needs to inform the modern PR professionals on the importance for searching for ways to maximize the use of the available technology to make PR a success. Lee identified the three principles that included; telling the truth, maintaining accuracy when presenting facts, empowerment of the PR head to access the high ranks in and also be in a capacity to influence decision making. He believed that even if success was accomplished through lying to the public, it would eventually be discovered (Hall, 2007). In essence, the modern practice largely depends on these principles. Without the truth, there can be no trust and people are likely to disagree especially if the false information is discovered by those involved, and organizations may be faced with the risk of loss of reputation, which according to Macnamara (2005) may have more adverse effects than incurring losses in one trading period. The professionals must also be able to influence decisions so that an organization’s vision can be realized. On the other hand, Lee supported the idea of flexibility of policies to fit to the desires of the public if the people are not pleased with the original policies. Modern PR practice requires this principle for success due to the fact that the contemporary society is informed and is also empowered regarding matters affecting them, contrary to the ancient times when societies followed rigid rules (Tymson & Peter, 2006). The principles of other founders of public relations such as Edward Bernays also need to be applied to offer guidelines for modern PR. For example, the principles of Bernays of cognizant and careful manipulation of the structured behaviors of the public are significant in the maintenance of egalitarianism in the society. Modern PR can borrow from this principle to solve the common problems arising in the contemporary society (Hall, 2007). For example, in most cases especially in the political field or in modern workplaces, people in a democratic society are usually organized and behave in a particular way that reflects their conviction regarding a particular issue. Based on the principles that worked in the history of PR, such masses can be manipulated to change their way of thinking. Bernays believed that the power to manipulate is the power to rule the society (Ewen, 1998). Failure of modern PR professionals to visualize the application of such principles is a sign of lacking information regarding the history of PR, which is informative in the sense that the society needs to view itself as existing under the governance of imperceptible power of manipulation possessed by a few individuals who have the ability to read the minds of the masses. This understanding is significant for the politicians who need to influence the masses for them to be successful in their careers. The history of PR informs the modern professionals that tangible rewards and bribes to people for them to change their behavior are unnecessary. In essence, Tye (2002) observes that it would be disappointing if a competitor offered a greater reward or inducement that would lead the masses to change their minds. It informs the modern PR practice that the power to read the minds of the masses and the capacity to persuade them to change their behavior are the most significant strategies. Newsom, (2003) observes that many events that occurred in the historical development of PR are enlightening to the modern professionals and they need to be understood and their impact on the success of the profession emphasized. For example, when Czechoslovakia attained independence, the press was utilized to the maximum by making announcements regarding the phenomenon on Monday rather than on a Sunday when it would not be adequately covered. Such an event in history is significant if understood and applied by professionals when they engage in public relations activities. Since the motive is to introduce and to make the organization known to the public, Seitel (2006) argues that the correct timing is necessary to ensure that the public is available to listen to the presentation, which implies that the day and the venue should coincide with the most appropriate time when the public is available. The history of PR is important in understanding the globalization of public relations, which helps in tracking the development of the practice in globally. This knowledge is important for the professionals who may be required to practice beyond national boundaries. Globalization of PR has occurred as a result of the increased interconnectedness of economies, which has necessitated the services of PR officials to represent nations in international relations. Cutlip (1999) argues that successful PR practice has been significant in maintaining economic ties between countries. Information regarding the manner in which people in other nations accepted public relations in its historical expansion globally helps the professionals involved in PR at the international level to understand the most appropriate ways to approach the concerned people in the foreign countries. IPRA and IABC are among the international alliances that serve as indicators of the extent to which PR has become internationalized. Alan et al. (2005) observes that the PR practice has in the recent past been integrated in advertisement and it sometimes may not be clear whether PR is part of the advertisement strategies for organizations or whether advertisement must employ PR for it to be effective. However, understanding the history of PR informs the modern professionals regarding the difference between the two. Bernys and Lee used PR to get their clients out of difficulties that could hamper their success by offering essential advice. They were successful in their approach of persuading the other parties through good PR. Through out the history of PR, it has mainly been used to persuade others to change their minds (Cutlip, 1999). However, with the rising competition in the market, companies are tending to use PR as one of their marketing methods. Although it is slightly different from advertising, public relations marketing involve persuasion of potential customers regarding the quality of products and services. Awareness regarding the differences may help the PR professional not to confuse marketing with organizational PR. Conclusion It is important for the modern PR professionals to understand the historical developments of PR, for them to be capable of visualizing the manner in which they can solve emerging issues. There is much that can be learnt from historical techniques applied by the founders of PR such as Lee and Bernys. The media has been significant in the history of PR and is still a significant resource for promoting it in the modern day. Lee was of the opinion that the PR professionals be open while communicating to the media. Bernys on the other hand viewed the power to convince people to change their minds regarding their behavior as the most significant strategy in PR. Both are historic figures in PR and their principles are significant in the modern PR. In general, understanding the historical development of public relations can inform modern PR practice. References 1. Alan, A. Cutlip, S. & Broom, G. 2005. Effective Public Relations. 9th ed. Prentice Hall. 2. Cutlip, S. 1999. Unseen Power: Public Relations as History. Lawrence Erlbaum & Associates, Mahwah, NJ 3. Ewen, S. 1998. PR! A Social History of Spin, Basic Books 4. Hall, P. 2007. The New PR. Mount Kisco, NY: Larstan Publishing 5. Macnamara, J. 2005.  Public Relations Handbook , Melbourne: Archipelago Press 6. Newsom, D. 2003. This is PR: The Realities of Public Relations. 8th ed., Wadsworth. 7. Seitel, F. P. 2006. The Practice of Public Relations. 10th ed. Pearson Publishing. 8. Tye, L. 2002. The Father of Spin: Edward L. Bernays and the Birth of Public Relations. Henry Holt 9. Tymson, C. & Peter L. 2006. Public Relations Manual. Sydney: Tymson Communications 10. Wilcox, D. L. & Cameron, G.T 2009. Public Relations: Strategies and Tactics, Allyn & Bacon Read More