Attempt
a write up on how public relations has evolved over the ages several factors contributed
to the development of modern public relations. Starting with the United States,
the American Revolution and the civil war and the transition from an agricultural
to an industrial society have close links with the development of moder public
relations. As Cutlip Centre and Broom have observed, today’s patterns of public
relations practice were shaped by innovations in mobilizing public opinion developed
by Adams and his fellow revolutionaries. The industrial revolution and its
attendant changes in social relations, created challenges in the relationship between
businesses, government and the people. The industrial revolution brought about
the birth of mass media and modern public relations which were natural
outgrowths of the monumental changes in that era. Through the use of mass media
governments and organisation were able to communicate with relevant publics
(groups) essential to their success. Seitel (2001) has observed that the
confluence of four factors aid the development of modern public relations. Let
us examine these factors in detail.
The
Growth of Large Institutions
The
industrial revolution resulted in the emergence of big companies. Massive developments
in industry, rail-roads and utilities in America’s post-civil war led to the
rise of powerful monopolies the concentration of wealth and power and roughshod
tactics of the robber barons brought a wave of protests and reforms in the 1900s.
Contemporary public relations emerged out of the melee of the opposing forces
in this period of America’s growth. Following the brutal massacre of protesting
workers of the Carnegie-Frick Steel Company Plant in Pennsylvania in 1892 and
its attendant aftermath, industry owners began to realize that for continued success,
they have to curt favourable public opinion, both among their workers and the
general public. According to Cutlip,
Centre and Broom, “much of public relations history is woven into the unending
struggle between employer and employees.
There
was the need to counter the activities of the crusading, “muck racking journalists”
who made it as national duty to expose the exploitation and scandalous business
activities of the robber barons. As Reqier observed, muckraking was the inevitable
result of decades of indifference to the allegations and immoralities attendant
upon the industrial development of America. Business of every size came to
recognize that aggressive communication of corporate products and positions can
help win public receptivity and support and ward off government intrusion. Change,
conflict and confrontation among interest groups in society.
Disenchantment
with big institutions peaked in the 1960’s. It has been said that the conflict
during this period between private economic institutions, especially large corporations
and various disenfranchised elements of society arose from longstanding grievances.
One commentator had suggested that “their rebellion was born out of the
desperation of those who has nothing to lose”.
Social activists of every kind began to challenge the legitimacy of
large institutions It was also the period when women began to mobilize for
equal rights in the workplace and elsewhere. Ralph Nader’s consumerist movement
was also active during this period. These conflicts and attendant changes meant
that large institutions would desperately need professional communication help.
Heightened
Public Awareness
The
government regulatory interventions in the form of affirmative action forced business
organizations to contribute to charities. In consequence, managers began to consider
community relations a first-line responsibility. The policy of confrontation was
abandoned by business corporations in favour of a policy of compromise and conciliation.
A new policy of social responsibility evolved as corporations came to realize
that their reputations are a valuable asset to be protected, conserved, defended,
nurtured and enhanced at all times.
Global
Expansion of Democracy
With
the expansion of democracy worldwide, there was need for effective communication
with the activities of civil rights groups worldwide like the Human Rights Watch in defence of the hitherto
marginalized the public relations challenge has grown in intensity. As a result
of the increasing importance of persuasion and consensus in the era of
globalization public relations became an integral part of the democratic
process.
Growth
of the Internet and the World Wide Web
The
technological innovations and revolution in communication has contributed to the
growth of public relations. The advent of radio and television in the first
half of the 20th century revolutionized communication and social interactions.
Revolutions in satellite and computer technology in the later part of the 20th
century has changed the way people communicate and the emergence of the
internet and world wide web have radically intensified the spread of
communication even further. The impact of the web on public relations practice
has been phenomenal. E-Mail now dominates internal communications high-tech
public relations firms is now a common phenomenon to meet the challenge of
communicating with the diverse publics.
The
technological revolutions and innovations in communication has contributed to the
growth in social advocacy. Civil rights groups, pressure groups, and other
forms of advocacy for rights of the vulnerable members of society and minority
groups have led to an increase in the use of public relations.
