MANAGEMENT AND ORGANIZATION OF PUBLIC RELATIONS
DEFINATION OF PUBLIC RELATIONS
Public relations (PR) is the practice of managing and shaping the public perception of an organization, individual, or brand.
It involves strategically communicating with various stakeholders, including the media, customers, employees, investors, and the general
public, to create a favorable image and build relationships.
PR professionals use a range of tactics, such as press releases, media outreach, events, social media, crisis management, and content creation, to
influence how an audience perceives their client or organization.
The goal is to maintain a positive reputation, manage public opinion, and handle any issues or controversies that may arise.
HISTORY OF PUBLIC RELATIONS
The history of public relations (PR) traces the evolution of how organizations, governments, and individuals have worked to influence public
opinion and manage relationships with their audiences. PR has ancient roots but became more formalized in the 20th century. The development of
public relations (PR) since the First World War has been a dynamic and evolving process, shaped by significant global events, technological
advancements, and changes in societal attitudes toward communication and persuasion. Development of public relations since the first world war
is as follows;
Post-World War I (1918-1930s): The Rise of Public Relations as a Profession
Birth of Modern PR: The First World War (1914–1918) was a pivotal moment in the history of PR. Governments used PR techniques to rally
support for the war effort, manage public opinion, and maintain morale. This period saw the formalization of PR as a profession.
Edward Bernays and the Birth of Modern PR: Often referred to as the "father of public relations," Edward Bernays was instrumental in
shaping modern PR practices. A nephew of Sigmund Freud, Bernays applied psychology and the study of human behavior to influence public
opinion. His work in the 1920s helped turn PR into a more scientific and strategic field. Bernays carried out large-scale campaigns, such as
promoting cigarette smoking among women by associating it with women's liberation.
Corporate PR Expansion: Following the war, American corporations, seeking to manage their reputations in a more consumer-conscious
world, began hiring PR professionals. This led to the formalization of PR departments within companies, with the aim of shaping corporate
image, managing crises, and engaging with the public more effectively.
Growth of PR Agencies: PR agencies, such as the Hill and Knowlton agency, which was founded in the 1920s, began to offer services that
catered to both corporate and governmental PR needs.
The 1930s-1940s: PR in Times of Economic and Political Change
Great Depression: During the Great Depression (1929-1939), PR became more essential as businesses needed to rebuild public trust and
manage their reputation in a time of economic hardship. Corporations used PR to promote their products and services, and to connect with
consumers on an emotional level, highlighting their role in job creation and stability.
Public Relations and World War II (1940s): During World War II, PR was used to promote wartime efforts, encourage enlistment, and foster
public morale. The U.S. government employed PR strategies to manage public sentiment about the war and to maintain support for wartime
policies.
, MANAGEMENT AND ORGANIZATION OF PUBLIC RELATIONS (CONT’D)
Post-World War II Era (1945-1960s): Professionalization and Expansion
Corporate and Government PR Growth: The post-war economic boom and the rapid expansion of mass media (television, radio, newspapers)
led to an explosion of PR activity in both the corporate and political spheres. Corporations used PR to expand their global reach, and governments
began investing in PR to manage their image on the world stage.
The Birth of Corporate Social Responsibility (CSR): In the 1950s and 1960s, public relations practitioners began to address the growing
expectations of businesses to be socially responsible. The idea of "corporate social responsibility" emerged, where companies were encouraged to
manage not only their economic performance but also their environmental and social impact.
Shift Toward Media Relations: The 1950s and 1960s saw PR professionals focusing heavily on media relations ie. working closely with
journalists and editors to secure positive press coverage for their clients.
1970s-1980s: The Age of Mass Communication and Crisis Management
Public Opinion and Research: The development of public opinion research and more sophisticated survey techniques in the 1970s helped PR
professionals gain a better understanding of how to influence public perception. This period saw an increased emphasis on research-based
strategies.
Crisis Management: The 1970s and 1980s were marked by several high-profile corporate crises such as the Exxon Valdez oil spill, the Tylenol
poisoning crisis etc. PR professionals began to focus more on crisis management, helping companies manage and mitigate the impact of negative
events on their reputation.
Television and PR: The explosion of television in the 1960s and 1970s provided new opportunities for PR practitioners. Companies and political
leaders used TV appearances and advertising campaigns to shape their public image.
1990s: The Rise of Globalization and Digital Media
Globalization: The 1990s saw a rapid increase in global business and communication. PR professionals began to address the challenges of
managing corporate reputations on a global scale. Multinational corporations needed to adapt their PR strategies to different cultural contexts,
especially in countries with emerging markets.
Digital Transformation: The advent of the internet, email, and early forms of social media in the 1990s created new opportunities for PR.
Websites, email marketing, and online press releases became critical tools for reaching global audiences. PR professionals also began
experimenting with online reputation management and digital media strategies.
2000s-Present: Digital PR and Social Media Revolution
The Rise of Social Media: The early 2000s witnessed the explosive growth of social media platforms such as Facebook, Twitter, YouTube,
Instagram. These platforms allowed brands to engage with audiences directly and in real-time, leading to a shift in how PR was practiced. Social
media became a key tool for reputation management, crisis communication, and influencer marketing.
Content Marketing: Content marketing and storytelling emerged as powerful PR strategies. Brands and organizations began creating their own
content in blogs, podcasts, videos, and social media posts etc, to tell their stories and build relationships with their audiences.
24/7 News Cycle and Crisis Management: The rise of social media has also led to a 24/7 news cycle, where information and misinformation
spreads quickly. PR professionals must now manage a constant flow of communication, monitoring social media for potential crises and
responding rapidly to maintain brand reputation.
Data-Driven PR: With the proliferation of digital tools and analytics, PR has become more data-driven. PR professionals use data and analytics
to measure the effectiveness of their campaigns, track media coverage, and refine strategies based on audience insights.
, MANAGEMENT AND ORGANIZATION OF PUBLIC RELATIONS (CONT’D
Challenges and Trends in Modern PR (2010s-2020s)
Ethical PR and Transparency: In an age of heightened skepticism, transparency and ethical practices have become central to modern PR. Companies are
increasingly held accountable for their actions, and PR professionals are expected to advocate for truthfulness, authenticity, and social responsibility.
Influencer Marketing: The rise of influencers on platforms such as Instagram, TikTok, and YouTube has created a new avenue for PR. Brands work with
influencers to reach specific target audiences and build trust with consumers.
Sustainability and Activism: With growing environmental concerns and social movements such as climate change activism, companies have been under
pressure to adopt sustainability practices and take action on social issues. PR professionals now play a role in promoting and managing corporate activism,
ensuring that brands’ actions align with their public messages.
In conclusion, the development of public relations since World War I has seen it evolve from a tool for managing war-time propaganda to managing
relationships between organizations and the public. The rise of digital communication, social media, and a more engaged, informed public has reshaped PR in
the 21st century, making it a vital part of modern corporate, political, and social communication. As PR continues to evolve, its role in shaping public
perception and managing reputation remains crucial.
ICM SAMPLE QUESTIONS
Dec 2024: Q 5) Describe the development of public relations (PR) since the First World War. Use examples to support your description. (20 Marks)
Objectives of public relations
i. It helps in shaping opinions of people towards the organisation.
ii. To build product awareness that generates consumer attention through media placement and special events.
iii. To create interest thus attracting the audience to try the products and gain the organisations services.
iv. To provide information about the organisation, its products services policies or procedures.
v. To estimate demand because the information disseminated is aimed at obtaining positive results.
vi. To reinforce the brand this involves building a strong brand.
vii.To build and maintain good will and mutual understanding.
viii.To manage communication
ICM SAMPLE QUESTIONS
Dec 2023: Q1a) Explain what is meant by the term ‘public relations’. (5 Marks)
b) Explain the difference between marketing and public relations. (5 Marks)
c) Outline five public relations (PR) activities. ( 10 Marks)
DEFINATION OF PUBLIC RELATIONS
Public relations (PR) is the practice of managing and shaping the public perception of an organization, individual, or brand.
It involves strategically communicating with various stakeholders, including the media, customers, employees, investors, and the general
public, to create a favorable image and build relationships.
PR professionals use a range of tactics, such as press releases, media outreach, events, social media, crisis management, and content creation, to
influence how an audience perceives their client or organization.
The goal is to maintain a positive reputation, manage public opinion, and handle any issues or controversies that may arise.
HISTORY OF PUBLIC RELATIONS
The history of public relations (PR) traces the evolution of how organizations, governments, and individuals have worked to influence public
opinion and manage relationships with their audiences. PR has ancient roots but became more formalized in the 20th century. The development of
public relations (PR) since the First World War has been a dynamic and evolving process, shaped by significant global events, technological
advancements, and changes in societal attitudes toward communication and persuasion. Development of public relations since the first world war
is as follows;
Post-World War I (1918-1930s): The Rise of Public Relations as a Profession
Birth of Modern PR: The First World War (1914–1918) was a pivotal moment in the history of PR. Governments used PR techniques to rally
support for the war effort, manage public opinion, and maintain morale. This period saw the formalization of PR as a profession.
Edward Bernays and the Birth of Modern PR: Often referred to as the "father of public relations," Edward Bernays was instrumental in
shaping modern PR practices. A nephew of Sigmund Freud, Bernays applied psychology and the study of human behavior to influence public
opinion. His work in the 1920s helped turn PR into a more scientific and strategic field. Bernays carried out large-scale campaigns, such as
promoting cigarette smoking among women by associating it with women's liberation.
Corporate PR Expansion: Following the war, American corporations, seeking to manage their reputations in a more consumer-conscious
world, began hiring PR professionals. This led to the formalization of PR departments within companies, with the aim of shaping corporate
image, managing crises, and engaging with the public more effectively.
Growth of PR Agencies: PR agencies, such as the Hill and Knowlton agency, which was founded in the 1920s, began to offer services that
catered to both corporate and governmental PR needs.
The 1930s-1940s: PR in Times of Economic and Political Change
Great Depression: During the Great Depression (1929-1939), PR became more essential as businesses needed to rebuild public trust and
manage their reputation in a time of economic hardship. Corporations used PR to promote their products and services, and to connect with
consumers on an emotional level, highlighting their role in job creation and stability.
Public Relations and World War II (1940s): During World War II, PR was used to promote wartime efforts, encourage enlistment, and foster
public morale. The U.S. government employed PR strategies to manage public sentiment about the war and to maintain support for wartime
policies.
, MANAGEMENT AND ORGANIZATION OF PUBLIC RELATIONS (CONT’D)
Post-World War II Era (1945-1960s): Professionalization and Expansion
Corporate and Government PR Growth: The post-war economic boom and the rapid expansion of mass media (television, radio, newspapers)
led to an explosion of PR activity in both the corporate and political spheres. Corporations used PR to expand their global reach, and governments
began investing in PR to manage their image on the world stage.
The Birth of Corporate Social Responsibility (CSR): In the 1950s and 1960s, public relations practitioners began to address the growing
expectations of businesses to be socially responsible. The idea of "corporate social responsibility" emerged, where companies were encouraged to
manage not only their economic performance but also their environmental and social impact.
Shift Toward Media Relations: The 1950s and 1960s saw PR professionals focusing heavily on media relations ie. working closely with
journalists and editors to secure positive press coverage for their clients.
1970s-1980s: The Age of Mass Communication and Crisis Management
Public Opinion and Research: The development of public opinion research and more sophisticated survey techniques in the 1970s helped PR
professionals gain a better understanding of how to influence public perception. This period saw an increased emphasis on research-based
strategies.
Crisis Management: The 1970s and 1980s were marked by several high-profile corporate crises such as the Exxon Valdez oil spill, the Tylenol
poisoning crisis etc. PR professionals began to focus more on crisis management, helping companies manage and mitigate the impact of negative
events on their reputation.
Television and PR: The explosion of television in the 1960s and 1970s provided new opportunities for PR practitioners. Companies and political
leaders used TV appearances and advertising campaigns to shape their public image.
1990s: The Rise of Globalization and Digital Media
Globalization: The 1990s saw a rapid increase in global business and communication. PR professionals began to address the challenges of
managing corporate reputations on a global scale. Multinational corporations needed to adapt their PR strategies to different cultural contexts,
especially in countries with emerging markets.
Digital Transformation: The advent of the internet, email, and early forms of social media in the 1990s created new opportunities for PR.
Websites, email marketing, and online press releases became critical tools for reaching global audiences. PR professionals also began
experimenting with online reputation management and digital media strategies.
2000s-Present: Digital PR and Social Media Revolution
The Rise of Social Media: The early 2000s witnessed the explosive growth of social media platforms such as Facebook, Twitter, YouTube,
Instagram. These platforms allowed brands to engage with audiences directly and in real-time, leading to a shift in how PR was practiced. Social
media became a key tool for reputation management, crisis communication, and influencer marketing.
Content Marketing: Content marketing and storytelling emerged as powerful PR strategies. Brands and organizations began creating their own
content in blogs, podcasts, videos, and social media posts etc, to tell their stories and build relationships with their audiences.
24/7 News Cycle and Crisis Management: The rise of social media has also led to a 24/7 news cycle, where information and misinformation
spreads quickly. PR professionals must now manage a constant flow of communication, monitoring social media for potential crises and
responding rapidly to maintain brand reputation.
Data-Driven PR: With the proliferation of digital tools and analytics, PR has become more data-driven. PR professionals use data and analytics
to measure the effectiveness of their campaigns, track media coverage, and refine strategies based on audience insights.
, MANAGEMENT AND ORGANIZATION OF PUBLIC RELATIONS (CONT’D
Challenges and Trends in Modern PR (2010s-2020s)
Ethical PR and Transparency: In an age of heightened skepticism, transparency and ethical practices have become central to modern PR. Companies are
increasingly held accountable for their actions, and PR professionals are expected to advocate for truthfulness, authenticity, and social responsibility.
Influencer Marketing: The rise of influencers on platforms such as Instagram, TikTok, and YouTube has created a new avenue for PR. Brands work with
influencers to reach specific target audiences and build trust with consumers.
Sustainability and Activism: With growing environmental concerns and social movements such as climate change activism, companies have been under
pressure to adopt sustainability practices and take action on social issues. PR professionals now play a role in promoting and managing corporate activism,
ensuring that brands’ actions align with their public messages.
In conclusion, the development of public relations since World War I has seen it evolve from a tool for managing war-time propaganda to managing
relationships between organizations and the public. The rise of digital communication, social media, and a more engaged, informed public has reshaped PR in
the 21st century, making it a vital part of modern corporate, political, and social communication. As PR continues to evolve, its role in shaping public
perception and managing reputation remains crucial.
ICM SAMPLE QUESTIONS
Dec 2024: Q 5) Describe the development of public relations (PR) since the First World War. Use examples to support your description. (20 Marks)
Objectives of public relations
i. It helps in shaping opinions of people towards the organisation.
ii. To build product awareness that generates consumer attention through media placement and special events.
iii. To create interest thus attracting the audience to try the products and gain the organisations services.
iv. To provide information about the organisation, its products services policies or procedures.
v. To estimate demand because the information disseminated is aimed at obtaining positive results.
vi. To reinforce the brand this involves building a strong brand.
vii.To build and maintain good will and mutual understanding.
viii.To manage communication
ICM SAMPLE QUESTIONS
Dec 2023: Q1a) Explain what is meant by the term ‘public relations’. (5 Marks)
b) Explain the difference between marketing and public relations. (5 Marks)
c) Outline five public relations (PR) activities. ( 10 Marks)
