UNIT 9 : HISTORY AND EVOLUTION OF

PUBLIC RELATIONS1
Structure
9.0 Introduction
9.1 Learning Outcomes
9.2 Evolution of Public Relations: A Historical Perspective
9.2.1 Early Civilizations
9.2.2 Evolution of the Contemporary PR practice
9.2.3 Famous Cases from History
9.2.4 The Four Dominant Perspectives
9.3 Origin of PR
9.3.1 Public Relations in India
9.3.2 Public Relations in America
9.4 The Tr
Transformation
ran
ansf
s orrma
sf mati
t on Journey of In
Indi
Indian
dian
a PPublic
ublicc Re
Relation
Relations
ons
on
9.4.1 Milestones
9.4.1 M lesttones off Indian
Mi Indi
Ind an PR
9.4.2 Public
9.44.2 Pu
9. P Relations
blicc Relatio
ions Society
n Soc India
ociety of In
oc ndiaa
9.4.3
9.44.3 Eras
Er of Indian PR
R
9.55 De¿ning
Dee¿nin Public
ng Publ Relations
blic R elat
ela ions
9.66 Emerging
Emer
rgi
g ng Trends
ng Tre Public
endds in P Relations
u licc Rela
ub lationss
9.77 Of¿cial Bodies
Off¿ciaal Bo
B Public
dies off Pub Relations
blic R elat
a io
at ons
9.7.1
9.7. International
7 1 In
nternatio
io Public
onal Pu
P Relations
bllic R Association
elationns As
el ssociationn
9.7.2
9 7.22 Public Rel
9. Relations
lat
a io
ions Society
ns Soc
ocie
oc iety ooff Amer
ie America
e ica
er
9.7.3 Public
9 7.33 Pu
9. P blic
bl Relations
ic R ellat Society
a ionss S ociety
ty
y of Indiaa
9.7.4
9 7.
9. Public
7 4 Pu
Publ
blic Relations
ic R e at
elatio
ions Cou
io Council India
ouuncil of Indi
ia
9.8 Let
Le Us Sum Up
99.9
9 Check Your Progress: Possible Answers
9.10 Further Readings
9.11 Glossary

9.0 INTRODUCTION
Public Relation is one of the signi¿cant aspects of Mass Communication,
concerning service industry creating Brands through effective communication.
It involves the promotion of goods and services to enhance sales, awareness
and creates good will. Public Relations serves the two-fold motive of, sales
promotion and enhancing the positive image of industries and other governing
bodies.
It has transformed into two-way communication process offering an
interactive platform between corporate houses and consumers. It is well

Unit 9 Writer : Dr. Sunder Rajdeep and Padmini Jain

197
Practice of Public Relations researched and informed through media to general public.
The main purpose of this Unit is to educate you about the origin and
functions of PR. It also aims to introduce the basics of PR. Public Relations
communicates one’s story to the public through methods of skilful writing,
developing suitable concepts, planning effective strategies and then
effectively implementing it to create an impact over the public.
In this Unit, we shall cover the journey of Public Relations, tracing its
evolution and coming to its present-day form. You will also go through the
way; modern PR strategies are formulated and the bodies that see through
the practice of PR in an ethical manner. This is the introductory Unit on PR.
Here on you will go one to study the niche areas like crisis management
and image management in the coming Units. Let us begin here by getting to
know the process as it originated and took formal forms.

9.1 LEARNING OUTCOMES

The working through
th
hro
r ughh this
th Unit, you should be able to:
Ɣ Trace the Hi
H sttor
oryy and ev
History vol
olut
utio
on of P
evolution ublicc Re
ub
Public Relations
Ɣ Descriibe
b tthe
Describe he st
tren
ngths
hs and
strengths n llimitations
nd i itaationns off Pu
im Publicc Rel
elatio
el ons
Relations
Ɣ Gain
Gain an
an insight
nsighht into
in nto the various
in ous practices
vario R inn India
praccticees off PR Inddia andd America
Am
mericaa
Ɣ Appreciate
Apprecciate Indian
t thee Ind models
diaan mo
ode
dells of PR
R

9.22 E
EVOLUTION
VOLLUTION OF
OF PUBLIC
PUBLIIC RELATIONS: A
H
HISTORICAL
IST
TORICAL PERSPECTIVE
PE
ERSPECTIVE
9.2.1
9.
.2.
21 E
Early
arly
y Civ
Civilizations
i ilizatio
ons
The
T hhistory
he hi storry of ppublic relations
ublic rela
l tions could be tracedd ba back
ck
k to the
h ancient Gr Greeks,
G eeks,
whoo beli
wh believed
ieved iin idea
n the id e ooff th
dea the “Public
“PPub
ubli Will”
licc Wi
li Willll” and
ll and aalso
lsoo to
ls o tthe
he RRomans,
oman
om ans,
an s,
who us
wh used
sed the eexpression thought
xpressionn of tho
houg
ho ughht “Th
ug “The
Thee vo
Th voice
voicce of thehe ppeople
eopl
eo plee is the
pl voice
he vooice
oic
of GGod.”
od.” The ancient
a cient Eg
an Egyptian
Egyp
ypttian
yp an PPharaohs
harraoohs
ha ohs pr presented
presen
en their
ntedd th
thei achievements
eirr ac
ei achi
hiev
hi ev emeentss bby
vem y
uusing
us i g pictorialss to convey
in messages
ey m essa
es s ge
g s an
and iniinformation.
formmatition. Grecian
n G i n lleaders
reeci
cian eaders
eade r ggave
ave
av
signi¿cant importance to the ‘word-of-mouth’ communication, which was
usedd by
b people l to
t persuaded certain
t i line
li off action.
ti The Th Romans
R strategically
t t i ll
won support by giving free shows and parades.
Public relations could also be related and referred to some Americans,
who were called the publicists who specialised and excelled in promoting
circuses, theatrical performances, and other public entertainment. These are
the people who are believed to have evolved and developed public relations
through railroads. In fact, many scholars believe that the ¿rst appearance of
the term “public relations” was in the 1897 Year Book of Railway Literature.
9.2.2 Evolution of the Contemporary PR Practice
Public Relations can be said to have spread with the idea of propagation
of religion, at its nascent stage. Paul Apostel, born 4000 years ago in the
historic city of Turkey, spread his religious ideas and belief in the society.
He was an excellent written and oral communicator. After the invention of
printing press by Johannes Gutenberg, he was able to send his ideas to a
large mass.
198
Public Relations have an important historical background and increased History and Evolution of
rapidly in the United States of America and its history is inÀuenced by other Public Relations
countries too.
The World War Impact
The World Public relations crusade in Western Germany was partly led by
Guster Mevissen. He proposed that public criticism of business companies
should be countered by the greatest possible publicity. Another industrialist,
Alfred Krupp, was also known to take public relations very seriously, when
he wrote to his representatives to “conduct your business enterprise in the
public”.
Gathering knowledge from the world of business, the US Government
set up a committee on public information to put effort by “engineering of
consent” to convince American Citizens of the need of Americans to be
involved in the World War I. The committee was headed by George Creel
and also included Ivy Lee and Edward Bernays. Lee and Barneys together
published a book titled “Crystallizing Public Op
O inio
ion”
n” in 1928.
Opinion”
World War II further established the success ooff th he Fi
the First Wo orl
Worldrld Wa
War’r s ro
War’s ole
role
in forming ng ppublic
ubli
ub l c op
li opinin
nio
i n.
opinion. n An of¿ce of w warar iinformation
nforrmaationn was est s abllishhed,,
established,
head ded by El
headed lme
m r Da
Elmer Davi vis, a fformer
vi
Davis, orrme
m r radioo New wsca
c sterr, to
Newscaster, o brringg pub
bring bliic opin
public nion
opinion
mo ove pparallelly
move a al
aralle
lell
lellyy wit
ll withth the hheads
eads ooff gov
ea vernmment
government. nt.
t Ma any go
Many overnnmen
government nt aggenccies
agencies
fr
rom
fromm tthen
heen onn, be
on, begagan to havee pu
began ppublic
b ic rrelations
bl elatiionss deppartmmen
department nt annd ssometimes,
and omeetimmes,
consn ultaants we
ns
consultants were re hhired
ired
ire to stud
ed dy an
study nd interp
and rpreet publ
interpret blic
publicic opiini
nion
opiniononn oon
n sen nsittiv
ivee
sensitive
issu
s es.
su
issues.
However, ttoday
oday
od ay tthe
he pra
racticee of ppublic
practice ublic relat
tionns entails many
relations ny ffunctions
unctions
t like:
Ɣ Fuunction
o s of presss agents
on
Functions ageents and
and various
v riouus publicity
va p blicity methods.
pu m th
me hod
ods.
s
s.
Ɣ In
nventio
on andd fa
Invention fabbricat
atio
on of nnews
fabrication ews bby
y the
h ¿lm industry.
he inddus
u tr
try.
y
Ɣ Prottecting business
Pr
Protecting busin
nes
esss interests.
in
nterest
sts.
st s.
Ɣ E hanccin
En
Enhancingingg Co
Commpanyy na
Company nname
am
me and
nd image throughh posi
itiv
ve pu
positive publ
blliccitty by
publicity
v riiouus news agents.
va
various age
g nt
nts.
s
s.
Ɣ A d many many more
An
And re.
re
more.
9 2 3 Famous Cases from History
9.2.3
Harry Reichenbach
There is a popular story about one of the publicists - Harry Reichenbach
(1882-1931), a New York-based American press agent who promoted
movies. This interesting anecdote will give you a peep into the very primitive
PR years. It goes like this….Success of the famous painter Paul Chabas’s
painting is related to Reichenbach. He saw its print in a Chicago art store
window and cracked a deal with the store owner who had not sold any of
his 2,000 prints. Reichenbach had hired some boys to “ogle” the picture.
When he showed it to the moralist crusader Anthony Comstock. Comstock
lost his temper over its atheist nature. Comstock’s Anti-Vice Society took
the case to the court and lost it. However, the case gave rise to interest in and
popularity of the painting, which ¿nally sold millions of copies.

199
Practice of Public Relations Ivy Better Lee
Another renowned ¿gure, a journalist from “New York Journal”, Ivy Better
Lee is considered one among those who established public relations as a
vocation. He was also credited with the development of the modern news
release, which is popularly known as Press 5elease in today’s context. He
espoused a philosophy consistent with what has sometimes been called the
“two-way street” approach to public relations in which public relations aims
at helping clients listen as well as communicate messages to their publics.
The initial purpose of public relations was to counter negative criticism
of business companies and entrepreneurs by writers, journalist and social
critics. The business people were blamed for shady deals and a general lack
of social responsibility. To counter these criticisms, the business companies
hired some of their former critics (the journalists in particular) to remove
the tarnishment of brand or company image. One of the leading journalists
hired was Ivy Better Lee, a reporter for the New York Journal. Ivy Lee
attended his clients
cliien
e ts to re-examine their business policies and practices and
to correct wrong business
ngg bus sineess attitudes, in order to create a public opinion and
generate a moree posi
positive
siti
tive image
ve ima g iin
age n th ppress
thee pr aand
esss an bbuilt
d bu i t a strong
il ng rrapport
appo
ap with
p rt withh
it
publics..
In his pursuit i ooff eff
pursuuit effective “public
fectiivee “pu ublic relarelations”, drew
atioons”,, Leee drrew
w upp a “d“declaration
dec
e laarattionn
off principle”, spelling
princciple””, spe
p llinng oout tthee fu
ut th ffundamental
nddamentaal na nature
ature of pupublic
blic rrelations
pub elat
atio
ionss wo
io work.
ork..
Lee
L ew
Le wasas the ¿rst
¿ st
¿r s person to bbee call
called
l ed public
d pu relations
ublicc relationns ccouncillor.
c llor. He aalso
ounnci cco--
lso co
founded
fo
oun
u de Parker
d d the Park r er aand eee ppublic
ndd Lee u li
ub relations
licc rela
ations AAgency
gency iin 1905.
n 19055.
Edward
Ed rd Barnays
dward Barrnaays
Edward
Ed Barnays
dwaard Barrnays
y was thee ¿¿rst
rsst to teach
tea ch ppublic
each
ea ubli relations
licc re
li rela
lati
lation
ti onss in
on in a uuniversity
nive
ni veers
rsit
ity fa
it faculty.
acu
cult
lty.
lty.
In
n describing
des
esccribin
es the
ng thhe origin ooff th
the teterm
erm
m Publicc Re Relations,
R laati
tion Bernays
o s,, B erna
er nayys com
na commented,
omme
om meent
nted,
“When
“ he
“W hen I ca
came back to the United States (from the war), I decided that if
you could
yoou coul ppropaganda
ld use pr opagan
and ffor
nda o w
or war,
ar,, yo
ar youu co certainly
couldd ce
certrtai
rtainl
ai n y us
nl usee it ffor
or ppeace.
eaace
ce. An
Andd
propaganda
propag
pr ganda gott a bad word
wordd because
cauusee of the
beca
be ca the Germans
Gerrma
mans ns using
usi ng it.
sing it.. So
So what
whaat I did
wh did
wass to
to try to ¿n
¿nd
¿ nd some
me other
som othther words,
err w o ds
or ds, so we
we found
fo und the
ound he words
th word
wo ds Counsel
Coun
Co unsell on
un on
Public
P
Pu Relations”.
ublic Relatioonsn ”.
Another scholarly source holds that Bernays was the profession’s ¿rst
theorist. Bernays drew many of his ideas from Sigmund Freud’s theories
about the irrational, unconscious motives that shape human behaviour.
Bernays authored several books, including Crystallizing Public Opinion
(1923), Propaganda (1928), and The Engineering of Consent (1947). He
saw public relations as an “applied social science” that uses insights from
psychology, sociology, and other disciplines to scienti¿cally manage and
manipulate the thinking and behaviour of an irrational and “herdlike”
public. “The conscious and intelligent manipulation of the organised habits
and opinions of the masses is an important element in democratic society”.
In his book titled Propaganda, Bernays says,: “Those who manipulate this
unseen mechanism of society constitute an invisible government which is
the true ruling power of our country”.
Among Bernays’ early clients was the tobacco industry. In 1929, he gave
rise to the now-legendary publicity stunt specially designed and aimed at
women to persuade them to take up cigarette smoking, an act that at the
200
time was exclusively meant for men. It was considered unfeminine and History and Evolution of
inappropriate for women to smoke and virtually no women participated Public Relations
in the act openly. Bernays initially consulted a psychoanalyst, A. A. Brill
for advice, Brill told him: “Some women regard cigarettes as symbols of
freedom… Smoking is a sublimation of oral eroticism; holding a cigarette
in the mouth excites the oral zone. It is perfectly normal for women to want
to smoke cigarettes. Further, the ¿rst women who smoked probably had an
excess of male components and adopted the habit as a masculine act. But
today the emancipation of women has suppressed many feminine desires.
More women now do the same work as men do…. Cigarettes, which are
equated with men, become torches of freedom”.
Upon hearing this analysis, Bernays titled his public relations campaign
“Torches of Liberty Contingent”. It was in this spirit that Bernays arranged
for New York City debutantes to march in that year’s Easter Day Parade,
de¿antly smoking cigarettes as a statement of rebellion against the norms
of a male-dominated society. Publicity photos of these beautiful fashion
models smoking “Torches of Liberty” were ssent ent to vvarious
arious media outlets
and appeared worldwide. As a result, the taboo boo was
tab was dissolved and many
women we were
ere lled
e tto
ed aassociate
o as s ciate the actt off ssmoking
so mo with
okingg wit female
ith fe m le lliberation.
fema iberratio
ion.
Somee w women
omen w went
entt so far aass to demand
demaand mmembership
emb
m ersship all-male
p inn all--male smoking
le sm
mokking
clubs,
ubbs, a hhighly
club hlyy ccontroversial
ighl
ighl onttroveerssia
ial actt at time.
a the timee. For work,
o hiss wo Bernays
orkk, Be was
ernayss wa as ppaid
aid
a tidyy ssum
um George
m byy Ge
G orge
or Washington
g Washi hiing Hill,
ngtonn Hil President
ll, Pre
esiddent ooff th
the
he AAmerican
meeri Tobacco
r caan To
obaccco
Company.
C ommpan ny.
9.2.4
2.4 The
9.2 he Four
Th Fo
Fou Dominant
our Dom
ominan
om Perspectives
ant Pers
rspect
ctives
From
Frrom the gglobal
loba
lob l hi
ba historical
his perspective
storiccal pe
erspec
ective well,
ve as w ell,, Publicc rrelations
elat
ela io
ationss eemerged
rged aass a
merg
merg
result
ressult off four ddominant practices
ominant pract traditions
ticess andd tradi n which iinclude:
itions nclu
lude
lude:
de
Rhetoricians
Rh
R iccians and
e oric
et and Pressress aagent
Pre Tradition
gentt Tra
r dition
ra n : popularised
e bby
popularised
ed y speech
sppeeech makers
mak kers
and
an
nd otother
the ppropagators
h r pr opagators wh whoo were
we involved
inv h work of rhetorics and press
nvolveed in the
a gentry.
gent
ge Thee Rh
n ry. Th
T Rhetoricians
Rhet etor
toriicia provided
iciaans pro
ro
ovi d d ccommunication
vide ommun services
rviccess llike
u icationn serv
rv ik speech
ke sp
speeech
ch
writing,
writ
itin
itin
ng, speaking
g spep aking on behal behalf clients,
alff of clien training
entts, traini
en n for ddif¿cult
ing questions
if¿ccultt qu
quesestiionns an
es andd
persuasion
persuasi
pe on sskills.
sion kill
ki This
llss. T hiss was
hi believed
wa beli liev
lieved to have established
vee been es
esta
tabblis
ta bl shed
hed in G Greece
reeecce
during
duri ng the Plato’s day (ca.
ring 2 to 346 B.C). a renowned press agent was
(caa. 27
Gorgias off L Leontinum
eont
eo ntin um iin
inum n Silicy (ca. 483 to 375 B.C ) who believed that
the job of Rhetoricians was to foster persuasive skills more than it was to
determine if arguments and claims were true or false.
Journalistic Publicity Tradition: This was precipitated by the 19th century
American Industrial Revolution which hit America with full force. The
resultant industrialisation altered the structure of society and made public
relations inevitable. The ¿rst attempt in this area was in Dorman B. Eaton’s
1882 address to the students of graduation class of the Yale Law school.
Persuasive Communication Campaign Tradition: which was rooted in
the US publicity and propaganda initiatives on the World War 1.
Relationship-Building and Two-way Communication Tradition:
This was popularised by Arthur Page who believed that winning public
con¿dence required not only temporary attempts to answer criticism
but ontinuous and planned initiatives of positive public relations using
institutional advertising and others.
201
Practice of Public Relations
9.3 ORIGIN OF PR
9.3.1 Public Relations in India
Historical Traces
The term `Public Relations’ might be comparitively new; but the movement
of public relations is very old. It can even be traced to the mythological
ideas which are very popular in our country, India.
Here we can consider the historical evidences like- the arrangements of
‘Raj-suya Yagya’, ‘Ashok’s Shilalekh’, ‘Kirti Stambh of Chittod’, ‘Akbar’s
Fatehpur Sikri’, ‘Jahangir’s Justice Bell’, etc.
The religious leaders and the then kings practiced propaganda techniques
from 1500 BC to 1858 AD, known as the 6tateofPropaganda, when
Jainism, Buddhism, Hinduism and Christianity were popularised through
these methods.
Information an nd Co
and omm
mmunication played a signi¿cant role in awakening
Communication
the Indians towa
w rdss the ¿rst war of Indian Independence called the 6epoy
wa
towards
in 1857.
0utiny in 18857..
T e Bri
Th
The itish
British
Thhe sec
The cond per
second riod ooff ppublic
period ubblic rerrelations
lati
tiionss beegann with
began h thhe E
the ra of Pu
Era ubliccityy in
Publicity n
1 588 w
18
1858 hich con
which ntinued ttill
continued ill 19
11947.
477. In n ord der to bbetter
order etterr relatio
io
ons w
relations itth th
with he pr
the ress
press
an th
and he peop
the ple, the Br
people, Brit
itiishh In
British Indi
diaa fo
India ffounded
undded ‘EEditors R
‘Editors oom’ iin
oo
Room’ n 18
1858
58. The ¿r
58
1858. ¿rstst
Prress Commissioner
Press C mm
Co misi si
sioner was appointed
app
p oiintteded inn 1880 and Publicity Boards were set
up in 19
1914 aass paart of the Firstt Wo
part W orl
World rldd W
Warar Publicity. Sir Stanley Reed, Editor
of Thee Times
Timees of Indiaa waswas appointed
appo poin
po inte
in tedd as Of¿cer-in-Charge
te Of¿
f¿ce
cerr-in
ce in-C
in-CCha
harg
rgee of tthe
rg h Cen
he entr
en tral
tr
Central al
Puubliccit
ity Bo
Publicity oardd at Shim
Board mlaa in
Shimla n 11818.
818.
81 8.
G nd
Gandhi
Gandhi
The thir
The rd period
third o of pu ublicc rrelations
public elat
atio
at ons 11919-1947,
919-
91 9-19
1947
19 47, kn
47 know
ownn as
ow
known as G andh
andhiaan Er
dh
Gandhian Eraa
of Public
of Pub
ublic Comm
ub mmunicaatiion in
Communication in tthe
he eevolution
volu
vo uti
tion
on ooff pu
publb ic rel
bl
public elat
elatio
ions
ions, pplayed
ns
relations, laayeed
ed a
sign
g i¿cant role in
gn
signi¿cant i the Ind
ndia
nd iann Fr
ia
Indian reed
eedom
Freedom mS truugg
ggle w
Struggle ithh Ma
it
with Maha
haatm
tmaa Ga
Mahatma G ndhi
hi. Non-
Gandhi. Non
Cooperation Mo
Cooperation M vement 1921, Civil Disobedience Movement 1930 and
Movement
Quit India Movement 1942 were the three major mass freedom movements
launched by Mahatma Gandhi to mobilise public opinion. Interpersonal
Media, folk art media and mass media were used to reach the public which
came to be known as Gandhian techniques of communication and became
part of Indian Public Relations.
Systematic Practice
The second World War, 1939-1945, gave much impetus to Government
publicity machinery in India when the Bureau of Public Information and
All India Radio were placed under a new organisation called Directorate of
Information and Broadcasting boosting war publicity.
A systematic and organised practice of public relations in India began with
the Indian Railways. The Great Indian Peninsular (GIP) Railways, for
example, carried out a campaign in England in the 20’s to attract tourists to
India. This Bureau held open air shows at fairs, festivals and also advertised
in newspapers and journals. It also participated in exhibitions abroad to
popularise the Indian Railways to attract tourist.
202
During the ¿rst World War (1914-1918), the Government of India set up History and Evolution of
a Central Publicity Board. This was the ¿rst organised PR/Information Public Relations
set-up of the Government of India. It was renamed as Central Bureau of
Information, afterwards renamed as Bureau of Public Information, and
functioned as a link between the Government and the Press.
J. Natarajan of The Pioneer, Lucknow, was appointed as its Deputy
Principal Information Of¿cer. It also formulated a policy in 1938 for release
of government advertisements. After Independence (1947), the Government
of India established Ministry of Information and Broadcasting. All the State
Governments and Union Territories also have Departments of Information
and Public Relations.
The activities of the Ministry of Information and Broadcasting can be
broadly divided into the following three sectors:
1. Information Sector
2. Broadcasting Sector
3. Film Sector
In India communication
communi economic
nication about econo nomi sector
micc seectorr - ppublic sector
ubliic se c or are aass
ect
important
importan communication
antt as como mu
m niicaati
tion
o of GovGovernment
vernm ment programmes
nt proograamm mes to tthe
he N NGOs,
GOs,
public
publ
blic utilities,
ic utili
liti
lities academic
ies, acad
adem
em
mic bodies,
ic boddie aims
i s, etc.. It ai inform,
imss to in motivate,
nforrm, mo otivatte, cchange
hannge
the
th
he mindn sset
nd et and ¿nally
nd ¿n nally seek public
ek pub
ubbli support
lic su
upporrt fo achieving
for achiev vin the
ng th objectives
he obbjectiivess off
these
th organisations.
hesse orgganisa
s ti
sa tions.
Post-Independence,
Poost-Inddepennde multinational
dence,, mul tinationnal ccompanies
ulti
ul ompanniess felt the ne
om need
eed tto inform
o in
inforrm the
citizens
cit about
bout their ccorporate
tizens abo
bo orrpo policies
p raate pol liciess tto people,
o thee peo
e ple, so they y ppromoted
romotetedd public
te
relations.
re
ela Tata
l tions. T hadd aalready
ata ha
at lreaady seset Public
et upp a Pub
ublic R Relations Department
elaations De
Depa
part
pa rtme
rt n iin
ment
nt Mumbai
n Mu
M mbai
mb ai
in 1943 headed e by Shri Minoo
headed
ed Minooo Masani.
Masan a i.
an
Even
Ev
E e pub
en public
u lic se ssector
ctorr hhas
as ppromoted
rom public
motedd publ lic rrelations
e ations ddepartments.
el eppartm
men
entsts.. Pu
ts Public
ublb ic
relations
onss iin
relation
re on sense
n its true sens started
se st
star
arted wi
ar with PPSUs like
SUs li ike HMT, BHEL, Bhilai Steel
Plant,
Plan
Pl an
nt, followed
t fol llo
lowe
w d by N NTPC,
TPC,
TP C India
C, Indian Oil,
iaan O VSNL,
il, V SNL, N NHPC,
HPC, OONGC-to
NGGC-toto nname
amee a fe
am ffew.
w.
w.
Bodies
Bodidies
di e llike
es i e Publ
ik Public
blic
i Sector PuPublic
ubl Relations
bliic Rel
elaations For
el Forum
o um and SCOPE
nd SCO
COPE
CO PE hhave played
avee pl
play
ayed
ay ed
nnotable
a no tabl
blee ro le iin
role professionalisation
n pr
prof
ofes
essi
sioonalisat
si on attio ion of the PR discipline.
R discip pli
line
ne.
ne
PRSI
At the apex level, Public Relations Society of India (PRSI) got established
in 1958. It aims to promote Public Relations as an integral function of the
management. Till now, it operates through 24 Regional Chapters throughout
the country with a membership exceeding 3000.
It is important to study the different stages that have taken place in the
development of PR in India. Each stage ful¿lls certain objectives in the
situation.
Stages
While there may be many ways of looking at PR in India, the following four
stages can be traced:
1. In the early stage PR had more liberal and philanthropic approach,
practiced for disseminating information. This stage continued till the
Second World War.

203
Practice of Public Relations 2. The second stage started during the Second World War and was a stage
of conscious PR. This stage still continues but a further development
took place in the latter half of the ¿fties and the early half of the sixties
i.e., the post-independence period.
3. The third stage of PR is the result of the Industrial Policy Resolution
and the growth of democratic institutions in Indian Parliament, the
Legislatures, etc.
4. The fourth stage is represented by the stage of professionalism in PR
when PR practitioners began to organise themselves as a professional
body and tried to develop their skills as Public Relations people. It was
in this period that the Public Relations Society of India began to play
an active role and initiated a movement to improve standards of PR
practice in India.
9.3.2 Public Relations in America
Need Based
In the early 17thce ccentury,
ntur
ury,
y, P
PR
R in America began with the publicity war, carried
out through
throoug bbooklets
ughh bo o letss and
ok leaÀets
n lea À ts ooffering
eaaÀe fferringg ffree
ff eee iimmigration
ree mm igratiion tto
mig people
o pe
eop
o le wwho
ho
were willing
wiillingg to mim
migrate
grrate to AAmerica.
meri
me rica
ca. Pu
Public
ublic RelRelations
e atio
el io
ons eeven
veen play
pl
played
layed
ed
d ann activee
role in tthe
ro American
he Am
Amer erican
er independence.
n inddeppenddence.. In n thee 199th cen
century,
nturry, A
American
mericann rail
railroads
ilro
oadss
used
ed publicity
pub
ublicitty for
for promotion
prromo otioon of
of trains
trai
ains and
ai andd to attract
attracct people
peeopple to
to travel
trav
av
vel by
by rail.
rail.
Inform
In
Information
rmaation
n Based
Baa d
Led
Ivyy Le better
ed bettterr Lee, a pioneer
pionnee public
eer of pub bli
l c relations, opened the ¿rst publicity
bureau
bu
ureau 1900
u in 199000 with a dedeclaration
decl
clar
cla at
atio principles
ionn of pri
io rinc
ri ncip
nc iple
ipless as
le a ‘Pu‘Public
Public
Pu ic bbee in
iinformed’
form
rmed
rm ed’
ed
which
wh marked
hichh m ked tthe
ark beginning
he beginn ngg ooff a ne
nni new model
w mo odell of ppublic
ubli
ub relations.
liic rela
lati
lation
tions.s.
President
Presid
Pr i ent W
id Woodrow
ood
odrow WilWilson
W ilson
onn estestablished
stab
abli
ab lish
lished
sh United
d Unit ted States
Sta tess Committee
tate
te Comm mit
itte
teee on
te
Public
Puubl Information,
bliic Inf
n orma
nf ma ation, a propaganda Agency with George Creel as its head
to oorganise
rgan public
nise publ relations
b ic rela i nss ccampaign
atio ampa
am paig
pa i n an
ig unite
andd un
unit
ite th
it nation
thee na
nati on tto
tion
ti inÀuence
o in
inÀu
À en
Àu ence
ce the
he
world
w orldd oopinion dduring
pinion du ring tthe First
hee F World
irrstt W orld WWar
ar ((1918).
ar 19918).
).
Edward
Edwa
Ed w rd L. BeBernays,
ernays, regarded
rega
re garrded
ga rded aass th
the Father
he Fa ther ooff mo
ath modern
mode
dern
de nAAmerican
meri
mericcan
ri public
can pu
publ
blic
bl
relations, authored a book Crystalising Public Opinion in 1923, paved the
way for the new concept of public relations,
relations ‘Two-Way Asymmetric PR
model’.
Arthur W. Page in 1927 established a new trend, i.e. corporate public
relations involving the business management.
Models
James Gruing and Todd Hunt in their book 0anaging Public 5elations
presented the following four models of public relations:
1. Press Agentry / Publicity Model
The purpose of this model is to pass hyped information about government
policies, product, service etc., through newspapers. In a way, it is a type of
propaganda and the communication is also one way from the sender to the
receiver to help the organisation, without any scope of feedback. Theatre,
music, ¿lm companies practiced this model.

204
2. Public Information Model History and Evolution of
Public Relations
PR models evolved in the second stage of the growth in the early 20th
Century, byIvy Lee (1910-1920). The purpose of these models was to
disseminate public information, which needs to be truthful and accurate and
not exaggerated propaganda but based on one-way communication.
Government, not-for-pro¿t organizations and other public institutions are
practicing this model even today. In this model there is a scope for fact
¿nding in context of PR but audience research regarding attitudes and
disposition was scarce.
3. Two-Way Asymmetric Model
This model propounded by Edward L. Bernays in the 1920s is a two-way
communication process i.e. from sender to receiver, but the power is rested
with the sender whose intention is to persuade the receiver to accept and
support the senders’ organisation, products or services This model thus has
a feedback information system but the prim primary
mar ppurpose
a y pu rp
pose of the model is
to help the sender of the message to understand a d tthe
understtan he audience and how to
persuade them. The feedback is used to manipmanipulate
pul purposes,
u atee pu
purp
r oses
es,, i.e ddetermine
i.e. eter
ete mi
mine
ne
what ppublic
ubbli attitudes
lic atti
t tude aaree to
des ar ttowards organization
ganiizatioon aand
wards thee org nd hhow
w tthey
ow h y ccan
he an bee
changed.
channged.

 7ZR±:D\6\PPHWULF3XEOLF5HODWLRQV0RGHO
7ZRR±:D
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6\PPHWUL
ULLF
F 3X
XEO
E LF 5HODDWLRQV
Q 0RGHHO
In tthe 1960s,
he 19 960s,, US USA was
A wa as confronted
c nfront
co e with
nted certain
withh cert basic
rtainn basi issues ssuch
sicc is ucch as
a ViVietnam
ietn
nam
WWarr Prot
Wa Protest,
e t, tthe
tes h Civ
he Civil
vil Rights
i Rig ght Movements
h s Mov veme
mennts anand
nd th Environmental
the Environm menta t lM
ta Movement.
ove
v ment.
Inn addition,
additio corporations
on, corpor ratiions an aand industry
d inndusttry wa wanted
anteed that the cor corporate
orrpo
porarate
te policies
must be de
mu ddeveloped
velo
ve l ped in tu tune
une w with
ith tthe
he ppulse
ulse aand
ndd needss ooff th customers.
thee cuust
stom
omeers.
om er T The
he
issue
issu
sue ma management,
managem ment, on oone ne hhand
a d andd th
an development
the de evelol pment of corporate
o cor
orpo
or pora
po te ppolicy
rate
ra o icyy to
ol
ssuit
su itt tthe
he nneeds
eeds ooff publ
public,ic, onn tthe
bllic other
hee othher hand,
e hand forced
d, for rced a nenew approach
ew apppr
p oa
oachch iin public
n puubl
b ic
relations
rela
re l tion onss m
on management
anagement w where
here
he hadd to ggenerate
re it ha enerrata e public understanding and
public
publ
pu bllic goodwill
i goo odw
dwil illl fo
il iissues
forr is suues andd ccorporate policies.
orporaate polic cies.
It was
as during
uring this period
dur periodd that the
erio the managements
gementss of
manag of variousous business
variiou
va busiine
bu nesss
ss
organisations
orga
organisatiionns an
ga even
andd even the ggovernment
eve departments
overnment de
ov epa ntss ddeveloped
p rtment
nt eve
velo
ve ope
pedd a neneww
concept.
concep The
pt. T he concept
p wwasas tthat
hat it would be more useful to have rapport
and interactions with each and every segment of public to assess their
viewpoints and evolve corporate and public policies acceptable to them.
Another development here, over the earlier models is that formative research
is used in this model mainly to understand how the public perceives the
organisation and to determine what consequences organisational policies/
actions might have on the public.
Check Your Progress: 1
Note: 1) Use the space below for you answers.
2) Compare your answers with those given at the end of this unit.
1. What were some of the initial purposes of PR, before it evolved into
a full blown professional discipline"
..............................................................................................................
..............................................................................................................
..............................................................................................................
205
Practice of Public Relations 2. Fill in the blank:
____________ is regarded as the Father of modern American public
relations
3. Cite an example from history or the present day, of a good PR
campaign that resulted in success of a business or practice.

9.4 THE TRANSFORMATION JOURNEY OF INDIAN

PUBLIC RELATIONS
9.4.1 Milestones of Indian PR
The Age of Public Relations started with the dawn of Indian Independence
in 1947 intensifying the public information system to inform, educate,
persuade, motivate and entertain people as social partners of the world’s
largest democracy.
The landmark events that strengthened the roots of public relations in
post-independence
post-independenc n e eera were
ra w ere ‘Five Year Plan Publicity (1951-1956), General
(1951-2009),
Elections (1951- 1 200909),), Public Sector Public Relations, Nationalisation of
Banks in n 11969’, professional
9669’,, birthh off pro
ofe
fessiona body
nal bo
na like
odyy lik ‘Public
ke ‘Pub
bli Relations
licc Re
Rela Society
lations So
la Soci
c etyy off
IIndia’
In 1958.
dia’ inn 195 58.
LPG:
LP P Indian
Indiaan public
publiic rrelations
elaationns dedeveloped global
evellopeed globa al pperspective
errspec with
ective wit th thee
eeconomic
ec onnom liberalisation,
omic lib
beral globalisation
a isattion,, glo
lo
obali sattion aand
lisa
sa privatisation
satioon ((1991-2012).
ndd privatis 1 911-2
19 -20012)
2).
India
Inndi
daw witnessed trade
itnesssedd trad
de warsrs iin
n th shape
thee sha ape off Car’s W War,
ar, Cell Phone’s
ll P hone’s War,
Insurance
Innsuranc War,
nce W ar, Bank’s WaWar,
ar, Media W War,
ar, that saw industries and service
sectors
sec competing
ctorss com mpetting amamong
mon
o g each ch oother
th
her w with
ithh ag
it aggressive
ggr
g essisive
si v ccommunication
ommu
om m nica
cation
on
messages
messag
me attract
a es too attr
ag prospective
ract prospe
p cttiv customers.
ivee cu
custstom This
omerss. Thi resulted
hiss re
hi resu lteed iinto
sult
lt nto th
nto the nnew
he ne phase
w ph
phas
asee
global
off glob
obal p
ob public
ubliic relations
ons with
relation
on bbetter
withh be professionalism.
etter proofessio io
onallism
sm. Th
sm number
mber ooff in-
Thee numb
mb
hhouse
ous public
usee publ relations
e ations ddepartments
blic rel epartments aand ndd public relrelations
lations ¿rms increased
increasedd to
mmeet
me et the ggrowing
rowing demand
n dem and of ccorporate
man o poora
or te ccommunications.
rate o mu
om muni nica
ni cati
ca t on
onss.
Prior to Indepen
Pr Independence,
ndence,, tthere
here were
re w e e on
er only y a ffew
ly ‘Public
ew ‘PuPubl
blic
bl i SSector’
ecto
ec tor’’ E
to Enterprises
nter
nt e pr
prises in
thee ccountry Railways,
ountry likee the Rai
ailw
ai lw ays,, tthe
way Postal
hee P osstal sservice
errvic
rv ce an Telegraphs
andd Te
Tele
egr
grapaphs
ap hs ((P&T),
P&T
P& the
T), th
he
Port
P ort Trusts, thee Ordinance Factories (OF), All India Radio(AIR), and some
other enterprises like the Government Salt Factories, Quinine Factories, etc.
Independent India adopted planned economic development policies in a
democratic, federal polity. The country was facing problems like inequalities
in income and low levels of employment, regional imbalances in economic
development and lack of trained manpower which led to the passage of
Industrial Policy Resolution of 1948 and followed by Industrial Policy
Resolution of 1956.
The 1948 Resolution envisaged development of core sectors through the
public enterprises. Industrial Policy Resolution of 1948 laid emphasis
on the expansion of production, both agricultural and industrial; and in
particular, on the production of capital equipment and goods satisfying the
basic needs of the people, and of commodities the export of which would
increase earnings of foreign exchange.
The new strategies for the public sector were later outlined in the policy
statements in the years 1973, 1977, 1980 and 1991. 1991 brought about the
change to liberalisation of the Indian economy; Open to 3XEOLF±3ULYDWH
206
±3DUWQHUVKLS±3ROLF\3333 History and Evolution of
Public Relations
The early stage of public relations referred to as the stage before conscious
PR activity started by liberal industrial pioneers. Two notable examples of
this type were the community relations practiced by the house of Tata and
the public relations in the Railways.
From the very beginning the house of Tata started practicing community
relations by building Jamshedpur as a model township. Besides providing
housing, water, electric supply and free primary education, the company ran
a hospital and also a technical institute that was established in 1921. The
company also promoted social, cultural and economic development of the
community. The house of Tata formed a public relations department at their
Head Of¿ce in Bombay in 1943. Publication of a monthly News Bullet in
had started in 1944.
In the Railways, public relations efforts in the pre-second World War period
were perhaps dictated by commercial needs. To make railways commercially
viable, it was changed from cargo to passeng passengerger traf¿c
e tra f¿cc and well promoted.
af¿
It is understood that in the early twenties the GI GIP
G PR Railways
aillways in India carried
on a public relations
relationns campaign in EnglEngland
glanandd to attract
act ttourists
o attra stts to IIndia
o rist
ou ndia
nd using
ia usi
siingg
media
the medi advertising
diaa of advd errtising aand
n pamphl
nd pamphlets.
lets. WWithin
thin tthe
ith
th he ccountry
ouuntryy tthe Publicity
hee Puubliccity
Bureau
Burereeau
a off ththis
his railway
railw
way y iintroduced
ntrodu travelling
duced a trave
du elling cinema
n cin nem
ma thatt gavee op open-air
pen--air
shows
sh o s of
how o the
the ¿lms
lms aatt fairs aand
¿lm n fes
nd festivals.
estivalls.
es
TThe Railways
hee Ra
R illwayys Board
Boa
oardrd established
establishhed publicity
p blicitty bureaus
pu b reaaus in London
bu Lono don n and d New
New
York
Yo ork too. These
tooo. Th hes of¿ces
e e of¿c ¿ es participated
par
a ticipaated in exhiexhibitions
ibittions held ab abroad
bror ad d too ppopularise
opu
pularise
Indian
In Railways
ndian Rai ailw
ail ays an and aattract
nd at tourist‘s
tracct touriist‘ss ttraf¿c.
raf¿cc. A Central Publicity
Publb ic
bl Board
i ityy Bo
Boa ard was
established
essta
t blishedd wh when
hen tthe Government
he Go overnmnmentt of IIndia
ndia ffelt necessary
elt itt necesssa
saryry tto ppass
o pa ss iinformation
nfor
nf orma
or mati
tion
ti on
and
annd to hhave
a e an
av organisation
n organisat ation tto feed
o fe
eed th press
the pre ess anaand supply
d to sup
upplyy wa
up warr nenews
w to th
ws thee
ppeople
pe ople T
op The
he BoBoard
oard had d rrepresentatives
epreesenttat
a iv
vess from m thee army and n the
nd h for
he foreign
orei
or eign
ei gn aand
nd tthe
he
ppolitical
po liti
tica
tic l deddepartments
part
rtme
rt nts of tthe
ment
nt h G
he Government
overe nmen
er nt of IIndia.
ndia. Afterwards the function
of tthis Board
h s Bo
hi B wass ta
a d wa
ar w taken
ake
kenn ov
over byy ththe CeCentral Bu Bureau
B reau ooff In
Information,
nfo
f rm
rmatattio
ion,
n, wwhich
h ch
hi h
was
wa as established
esta
es t blishe h d in 11921,
he 9221,
1 andnd Prof.
Prof. Rush
Rush Brook
Brooo k Williams ms from
Willliiams om Allahabad
fro Allaaha
Al haba
badd
ba
wwass de
wa declared
decl
c ar
cl areded iits
t ¿rst
ts Director.
¿rsst Di
Direrect
rector.
ct
In 11923
9233 the Central Bureau
92 was
au w as redesigned aass the Directorate of Public
Instruction.
Instruction n. Later,
terr, in
Late
La in 1939, this was renamed as the Directorate of
Information and Broadcasting.
The second stage considerably was the stage of conscious PR. This
development took place because certain objective factors had arisen in the
environment that gave rise to the need for deliberate PR activity.
Some of these factors are as follows:
i) The emergence of a vocal public opinion; ii) The emergence of mass
circulated newspapers giving rise to inÀuential press; iii) Outbreak of the
Second World War and the need for mobilising public opinion in favour of
the war effort.
To meet the need to mobilise public opinion in favour of the war effort,
the Government took a number of measures. A Ministry of Information
and Broadcasting was created and the Directorate of information that had
earlier been formed was amalgamated with the new ministry. The main
function of the newly created Ministry of information was to create public
207
Practice of Public Relations opinion in the country in favor of the war effort. There were a number of
units under this ministry such as the War purposes Exhibition Unit, the Films
Division and the Central Bureau of Public Opinion. Just like the measures
taken by USA and Europe for mobilising public opinion in favor of the war
effort,India also adapted the same strategy at the time of the Second World
War. It was in this period only, certain industrial houses started following
spontaneous PR activity in a conscious way.
A new stage of PR was said to have started with the dawn of Independence.
Post-Independence there was a completely new environment and new
political institutions. Some of the features of the new environment were:
A. The emergence of Parliament and the State Legislatures elected for
the ¿rst time on the basis of adult franchise
B. The adoption by the Government of the Industrial Policy Resolution
and Industrial (Development and Regulation) Act.
To support these factors both Government and business organisations had
conscious
ous aand
to adopt conscio nd ddeliberate
eliberate policies of Public relations. It is from this
period that PR ppractice
icee iin
racttic n the modern sense of the term began in India.
¿fties
In the ¿f fties aand
ndd the eearly sixties
arlyy sixt
xties co
xt ccompanies
m an
mp niess like
k BBurmah-Shell,
urma
m h-Sh
ma Shhell, Esso, Caltex,
o, C alltex,,
Dunlop,
D
Du nlop,, Philips, s, Hindustan
Phillips, Hin an Levers
ndusstan Leeverss andd Indian
In
ndiana Oxygen
an Oxxygeen set
set up departments
dep
epartm
t entss
tm
o sstart
to tart pprograms
rogrramms of pubpublic relations
blicc rela meet
ationss to me the
eet th new
ew ssituation.
he ne itu
uatio
on.
9.4.2
9 4.22 P
9. Public
ubliic Relations
R latiionss Society
Re ciety off India
Sooci Ind
dia
These
Thhese ddevelopments
evelo
lopm slowly
ments slowl leed to tthe
wlly led he emergence of professionalism in
Indian
Ind Public
dian P Relations.
ubliic Re
R lations.
The
Th he modern
mo rn staget ge can bbee sa
sta said
i tto
aid o ha begun
havee beg gunn tthat
hatt llaid
ha d tthe
aid
id he ffoundation
o nd
ou ation of tthe
ndat
at he
standardized
sta
st anda
dardized practices
d pra
ractices off PRR aass we kknow
now th
no them
hem todtoday.
oday
od IIndian
ay. Indi
n ian P PR
R ha
has evevolved
vol
olveed
aand
nd ga
gained respect
d respe globally.
peect globa ll IItt is ccompetitive
ally. ompe et tiive andd ccontempered
peti onttemp
on temp
mpeered its
ed in it practice.
ts pr
prac
acti
tice
ce.
e
A strong
s rong base
st base was
w s set with thee formation of
wa of professional
p ofessional
pr a organisations
org
rg anisations of
gan
practitioners
PR practc itioners
ct various
rs in var pparts
artss ooff Ind
rioouss par India
ndia
nd ia nnotably
otab
ably
ab y iin Bombay
n Bo
Bombmbay
mb ay aand
nd C Calcutta.
allcutt
t a.
Thee PPublic
ublic Relations
e ationss Society
Rel Soc iety of
ociiety of India
Ind
In diaa was
was formed
for
orme
or medd inn Bombay
Bom bayy ass early
omba
ba ear
arly
ar
as 1958. A few w years later
latter a Chapter
h ptter of the
Cha he Public
th bliic Relations
P bl
Pu Society
Relattions S ocie
i ty
t was
organised in Calcutta. Prior to this, a Public Relations Circle had functioned
iin Calcutta.
C l As early
A l as 1960 T Tata SSteel‘s
l‘ organised
i d a PR course PRO and d iit
was held under the suggestion of the Calcutta Management Association at
the Bengal Chamber of Commerce Of¿ces.
The ¿rst all-India effort to win recognition for PR as a profession was made
with the holding of the ¿UVW3XEOLF5HODWLRQV&RQIHUHQFHLQ1HZ'HOKL in
April 1968. The concern of the ¿rst conference was regarding the adoption
of a code of ethics. The initiation to the PR movement was by the ¿rst
Public Relations Conference. Since then, it has matured and developed.
The second Public Relations Conference was held in Madras in 1972 and
was mainly concerned with the status and functions of public relations in
the management hierarchy.
The third was held in Calcutta in 1972 and had as its theme: PR in the
changing environment.
The fourth all-India conference was held in Bombay in 1974 on the theme:
208
Towards a more responsible citizenship. A meeting of the Council of the History and Evolution of
International Public Relations Association ((IPRA) was synchronised Public Relations

with this conference and this helped to expose practitioners in India to

experience the other parts of the world.
Indian PR achieved greater professionalism in the ¿IWK‘All India Public
Relations Conference’ held in New Delhi in 1976. This was followed by a
conference in Cochin in 1978.The next conference coincided with the Ninth
World Public Relations Congress and was held in Bombay in 1982. Based
on the theme ‘The interdependent world’.
The Public relations movement in India has thus travelled a long way
since the early days when it was ¿ghting for recognition as a profession.
It has gone through its hiccups of being ignored as a serious professional
discipline and being badly ridiculed and criticised. Today, it has achieved
attention due to it as a respected profession. Leadership in government and
industry has accepted at least theoretically that public relations is one of the
important tools of modern management.
9.4.3 Eras of Indian
Ind i n PR
ndia
ia
Based
Base h bbackground
ed on the
he ackggrou d of tthe
oun Western
he Wes Models,
stern Modo els, thee eevolution
volu public
utionn of pub blic
relations
rela
re n IIndia
lationns in
la ndia can bbee divi
nd divided
vide into
id d innto tthree
hree broad
e brroadd eeras, based
ras,, base ed oon
n the
ddevelopments
eveelo
l pm
mentsts tthat
h t we have di
ha discussed
discus s d in tthe
ussed above
he abov
ve SSection.
ecti These ccan
tiion. Th ann be
cited
ed as follows:
cite follo
owss:
1. The
Th Propaganda
he State of P ropa
rop gaand (Propaganda
n a (P
(Propa Model)
pagandda Mo
M del) :1500 BC
000 B C
These
Thes e e we
es were
w historical
re the his times
imess ooff wa
isstoriccal ti wars,
ars, eemperors,
mperor s, ccross
ors,
or ross bborder
ro orde
or derr trad
de trades,
des
es,,
local
lo identities
ocal ide The ddetails
entities et al. Th etail
i s have
il v bee
ve been discussed
usssedd in tthe
e n discus he bbeginning
eginni
eg ning
ni ng
off tthe Indian
he Ind
ndian PR emergence
R eme
mergen
me ence jjourney.
en ourney e .
ey
2.
2 The
The Era of Publicity
Pubbli
lici y ((Publicity
c ty
ci P bl
Pu blic
iciity an
ic Public
andd Publ Information
b ic Infor
bl orma
or mati
mation
ti Model)
onn M odel
od el)) : The
el he
British India
B itishh In
Br Indi Rule
diaa Ru
R 1858-1947.
le : 185
858-
85 8--19477.
The
The pre
p e independence
pr inde
in depe
pend
pe ence pphase
nden
nd en hase saw thee Britishh uuse
ha PR
se P t eestablish
R to sttab
bli
l sh
sh
public opinion. The ne
pu need favourable
ed to create favou
ourable sentiments towards the
ou
World
Worl Wars.
ld W Advertising of the Indian railways to other countries and
ars. Ad
attracting tourists.
In this era, PR was used by the ruling Britishers for their sel¿sh gains.
3. The Age of Public Relations (two-way Asymmetric Public Relations
Model): Independent India: 1947-to date.
Post-Independence there was a completely new environment and new
political institutions. Both, the Government and business organisations
had to adopt conscious and deliberate policies of Public relations. It
is from this period that PR practice in the modern sense of the term
began in India.
Check Your Progress: 2
Note: 1) Use the space below for you answers.
2) Compare your answers with those given at the end of this unit.
209
Practice of Public Relations 1. What are some of the important milestones that led to the development
of the Indian PR to its present stage"
..............................................................................................................
..............................................................................................................
..............................................................................................................
2. When and where was the Public Relations Society of India formed"
..............................................................................................................
..............................................................................................................
..............................................................................................................

9.5 DEFINING PUBLIC RELATIONS

With all the discussion about the origin and evolution of PR, you are now
at a stage
g to de¿ne and understand the concept p of Public relations. We have
seen with examples,
exammplp es, ho
howw the strategies have evolved over the ages. Now, let
us attempt to se seek
eek formal
e foormaal de¿nitions of PR . With ese, you would be able to
formulate
formulat the
atee th concept
he coonceppt be
better..
'H¿QLWLRQV
' ¿QLWLLRQV
'H
The
Th authors
he auth thors of (ffective Public
(ffecctivee P ubllic 5elations(Cutlip,
5el
ellatio Center,
onss(Cuutlip, Cen nteer, Broom,
r & Bro oom, 191994)
994))
dde¿ned
de ned public
¿n publlic rrelationsas
elatiionssas the
h ““planned
the pllan effort
nnedd ef inÀuence
ffortt to innÀuuence opinion
cee opi niion tthrough
pini hrou
ouugh
socially
so responsible
ociallly resp ponssible aacceptable
ccep
cc e taabl performance
blee pe
perfrform ncee bbased
manc mutually
asedd on mutua all satisfactory
llyy sa
sattisfactory
ry
two
tw way
wo wa ay communication.
comm
mmmunu ication. IIt’s
t’s th
t’ the management
he mana nagement function that establishes and
na
maintains
maaintaain mutually
ns mu
mutuually bene¿ciall rrelationships
ellati
tionships
p between an organisation and the
people
peooplee oonn whom
whom m its success
c sss or
succe
ce or failure
fail
fa iluure depends”.
il depe
pend
pe nds”
nd s”..
s”
Public
Pu i Relat
ic Relations
n is said tto
ations
ns o be ann ar andd a sscience
artt an cie
i ncce to
too.
o.
It iiss aan art,
n art because
rt, beca
rt ause the selection and application of appropriate techniques
rrequire
re quire ju
qu jjudgment
dgmeent
n from the
m th practitioners,
he pr racti
titiionner
ti s,, aand
ers, ndd aalso
lsoo fr om tthe
from he oorganisation
rgan
rg anis
an isaatio
is on anand
nd
its
it public.
ts puublb ic. The Public Relations
P blic R
Pu ons IInstitute
elattio nstiitu
ns ute ooff So
Southern
Sout the
hern
rn AAfrica
fric
fr (PRISA)
icaa (P
ic PRI SA)) dde¿nes
RISA
SA e¿
¿n
¿nes
Public
Pu ubl
b ic Relations “deliberate,
n as thee “d
“del
eliiber
el iberatte, pplanned
erat lan ed andd ssustained
lann usst in
usta ined
edd eeffort
ortt to eestablish
ffor
ffor sttab
blissh
and maintain uunderstanding
n erstanding between an organisation and its public, both
nd
internally and externally.”
It is also a science, because the identi¿cation of an organisation’s target
public, their needs and the evaluation of the impact of its actions, demands
the applications of scienti¿c principles.
A recent example of a PR activity that gained a lot of milage in the news
would be:
Savjibhai Dholakia, who runs a diamond export ¿rm in Surat, announced
his company will give 1,260 cars, 400 Àats and pieces of jewellery to his
employees before Diwali.
According to Webster’s International Dictionary : Public Relations
encompasses the following activities:
`The promotion of rapport and goodwill between a person, ¿rm or institution
and other persons…. reaching special public or the community at large
through the distribution of interpretative material …. the development of
friendly interchange …. the assessment of public reaction… building links
210
between an individual, organisation or institution and the public … the History and Evolution of
degree of understanding and goodwill achieved …. the art or science of Public Relations
developing reciprocal understanding and goodwill… `.
Formulation
The public relations practice has always been conceptualised and related
with public affairs,communication and the public Information. Some of the
areas of the formulation of PR campaigns include:
Ɣ Public Affairs
Ɣ Communication
Ɣ Public Information
Ɣ The common De¿nition is: Doing good and telling about that means
Public Relations.
Ɣ If you are saying – I am intelligent and brave: It’s an advertisement.
Ɣ If your friend is saying –You are inte
intelligent
t lligen
te ent and brave: its sales
promotion.
Ɣ If I m
meet
eett yo
ee yyou
u an
andd say- about
out yyou,
y I heard abo o , Yo
ou You
Y iintelligent
u are in teell
l ig nt aand
igen brave:
nd bra
ave:
It’s Public
Itt’s a Pub Relations.
blic Re
R lationns.
s

99.6
.66 E
EMERGING
MERGIN
NG TRENDS
TR
RENDS IN
N PUBLIC
PU
UBLIC
C RELATIONS
RE
ELAT
TIO
ONS
Pubblic R
Public Relations
elattionns hhas
a eevolved
as v lved ffrom
vo r m th
ro the
he tr
traditional
radit
itionaal ‘j
it ‘jo
‘journalistic
ourn
rnal
rn alis
isti
tic
i inÀu
inÀuence’
uennce
ce’’
to ‘social media
all mededia
ed inÀuencers’.
i inÀ
nÀ Àue
u ncerers’. From
Fr Lobbying
Lobby ng to Networking,
byin Netwoork r ing, it it has
ha seen
mmany
any a change.
chaang
nge.e. The
The modern
moderrn dayy PR R as we we witness
witness it aroundd us today t day has
to
evolving
many evo
ma voolvin
ingg trends an and practices.
nd pr Press
racticces.. P conferences
resss conf
n erencess ha v sshifted
have hift
fted online.
d onlin
ine.
in e
The
Th newspaper
he new editorials
wspapeer editoria als
l are being
eing rreplaced
re bei eplaceed by advertorials.
b adverto orialls. The
s. T he ddigital
i al hhas
igit as
bbrough
br ouugh
g mmany
a y a qu
an quick
icck and ddisruptive
quic isrruptive practices
ve pract cticess on board. d
Thee foll
Th following
llow
ll current
owingg curren
ow en ttrends
nt tr ends aree vvery
nds ppopular
ery po modern
pular in the mo er
od public
ernn pu lic rrelations
publ e at
elatio
i ns
practices:
prac
a ti
ac ticces:
ce
Ɣ Press
Pres
Pr esss re
es releases
rele
leases continue
ases con their slow demise:
onttinue th d mise: Th
de venerable
Thee ve
vene
neera press
rabble pr
resss
release
re decline
continues its de
decl
c ine into irrelev
cl irrelevancy.
vancy. Online feeds and minute
by min
minute
inut updating
utee up
upda
dati
ting
i are taking the front seat now.
Ɣ Hyper-segmentation of news means hyper-segmentation of PR:
Society and social media have created hyper-focused segmentation
of the audience.
Ɣ Reputation is brand: The nature of an online world means disastrous
damage to reputation is at a tap of a video button on a smartphone.
Ɣ PR professionals blindsided by rich media: Media monitoring has
traditionally been focused on interpreting text. Today, the dominant
form of communication has become rich through means like audio
and video, which in turn needs skilled PR professionals.
Ɣ Content avalanche keeps growing bigger: Content shock is about to
explode.
Ɣ Pay walls go up: Traditional news media is struggling to survive. To
compensate, more walls will go up, making media less visible to PR

211
Practice of Public Relations professionals and their audiences. Soon paid marketing methods may
be the only way to reach some select audiences.
Ɣ AI-powered personalisation of advertising: Advertising has been
quick to adopt arti¿cial intelligence and PR practitioners can adapt
their integrated strategies to maximise success.
Ɣ Advanced PR practitioners embrace AI fully: The most advanced PR
practitioners will embrace AI technologies and incorporate them into
day-to-day work in order to survive and succeed.
Ɣ SEO and PR merge in some ¿rms: The difference between SEO and
PR continues to blur as more SEO practitioners realise the need for
human storytelling, and more PR practitioners quantify their work in
SEO terms. This trend will only accelerate as search engines become
ever more intelligent.
Ɣ ,QÀXHQFHU PDUNHWLQJ train keeps picking up speed: InÀuencer
marketing methods and measurement will improve radically as new,
advanced measurement
d mea asu
surrement methodologies such as neural network-
powered at
aattribution
trib
but
utio
ion will become more available.
Ɣ Branded
Brandeed oorganic
rgannic social
sociciial
a mmedia
eddia becomes
becommes meaningless:
es m eani
n nggleess: The on oongoing
gooingg
trend ooff bbrand’s
randd’s rreach
eaach oon major
n maajo social
cial nnetworks
j r soc etw
work will
ks w ill ddecline
ecli n ffurther
liine u therr
ur
until
unntil bbrands
rannds wwill stop
ill st top pposting. Services
ostinng. Serrvicces
e lilike Facebook
ike Faace book aare
c bo re ppurely
urrelyy
commercial.
co
omm mer
e ciial.
Ɣ Public Relations
Puublicc Rel ons aand
e atio ndd Corporate
Corp
Co rporratee Social
Sooci al Responsibility:
cial Resspo ponsn ibil
ilit
i y: Si
it Since
S 1970,
nce 1970700,
the
th need e and practice
neeed practicce off corpocorporate
porrate social responsibility (CSR) has
po
grown
gr n signi¿cantly.
sign
g i¿cantly y. It iiss sp
spread
pread from the ¿eld of academic research to
the
th business
bu neess ¿elds
usine ¿ellds ooff re
research
resea arch public
ch to thee pu blicc rrelations
ublic elat
lat
ations ¿eld,
ions
io ld, aall
¿eld, alike.
ll ali
ike
ke. It
has
has expanded
ex
xpandn ed from m bubusiness
usi
sine management
neess managem emen
em entt tto
o tthe
he ppublic
ubli
ub relations
licc re
li laationss ¿eld
rela ¿elld
and bbeyond.
eyond Corporate
n . Corporat te so social responsibility
ciiall responsibil lit
ity (C(CSR)
(CSRSR)) took its ddominant
SR omiinant
shape
shap since
a e sinc
ap nce 1960
nc 1960.0.
Ɣ Corporate
C rporat
Co ate Communication
at Commm un
uniicat
atio
at ion
ion and
and P Public
ubli
ub Relations:
licc Re
li Rela
lati
lation
tionns: CCorporate
orpora
or rate
ra
communication
communic began
i ation be
bega
gann as
ga public
as pub relations
ubliic re
ub elatiionns in m major
or ccorporations.
ajor
aj orpo
porration
po ons.
on
The historical
histor corporate
o ical roots of corporat communication
te communi i n come ffrom
icatio public
rom publblic
bl
relations. Corporate communication developed as a communication
practice in an industry as a direct spin off of public relations. The
business aspects came later with advertising, branding, and marketing
responsibilities.

9.7 OFFICIAL BODIES OF PUBLIC RELATIONS

Some of the major professional organisations of Public Relations are as
follows:
9.7.1 International Public Relations Association:
The International Public Relations Association (IPRA) was founded 60
years ago, when in the late 1940s several Dutch and British public relations
(PR) practitioners discussed the notion of organising public relations
professionals into a transnational society. The objective was to raise
standards of public relations practice worldwide and improve the quality of
PR practitioners. IPRA was formally established in London on 1 May 1955.
212
Today, IPRA is a worldwide organisation. It is governed by a geographical History and Evolution of
representative Board and run by a Secretariat in the UK. IPRA represents Public Relations
individual professionals, not agencies or companies. IPRA is recognised as
an international non-governmental organisation by the United Nations and
has been granted consultative status by the Economic and Social Council
(ECOSOC).
9.7.2 Public Relations Society of America:
The Public Relations Society of America (PRSA) is the nation’s largest
professional organisation serving the communication community with a
mission to make communication professionally smarter, better prepared and
more connected through all stages of career. Their membership collectively
represents more than 30,000 members comprised of communication
professionals spanning over every industrial sector nationwide and colleges
and university students.
9.7.3 Public Relations Society of India:
Public Relations Society of India (PRSI), th the national
he na
ationnal association of PR
practitioners was established in 1958 to ppromote
m te tthe
r mo
ro he rrecognition
ecog
oggni
n ti on ooff publ
tion public
b icc
bl
relations
ns as
relation as a profession.
pro
r fess
s ion.
The
Th society
he societ functioned
etyy fu
et unctiooned d aass an iinformal
nformal bodyy til
nf till 1966
ll 196
66 wwhen
heen itt was rregistered
egiisteered
underr th
un tthe
he In
Indian Societies
an Soc
ocieties A Act XXVI
X I ooff 1961,
ct XXV
XV 19661, with
with headquarters
heaadqu
quarte teers iin Mumbai.
n Mu umb bai.
The
T hee ffather-¿gure
athher
e -¿¿gu pprofessional
gure off pr ofessionnal a PPR
R ppractitioners
oners in IIndia,
ractiition iaa, Kalii H
ndia H.. M
Mody,
ody,
was
waas the founder u deer President
foun
un Presid
Pr id ent of PRSI
den PRSSI from m 1966
19966 to 1969.
19669. Chapters
Chaapterss were
launched
lauunched d iin Mumbai,
n Mumbai Delhi,Chennai
aii, De
D lh
hi,
i,Chen nnaii aand Kolkata
nd K olk 1969.
kata till 19669.
9
Earlier n 11965,
Eaarlier in 9 5,
96 5 another professional
err pro body,
ofessiionaal body the
y, th Public
he Publ Relations
lic R elaatio
el ons CCirclehad
ircleh
ir eh
had
been founded
beeen fou registered
ounded and regis steredd in K Kolkata.
olka
k ta. It was
ka ¿rst
a the ¿rs st ever
evver aassociation
ssoc
ss ocia
oc iationn ooff
ia
professional
p offes
pr PR
e siional P R practitioners
practi tittioner
ti e s in
er Eastern
n Eas a teern IIndia
as ndiaa and wass ddoing
oiing ccommendable
omme
om mend
me n ab
able
work.
work. However,
Howe
Ho w ver, iinitially
nitially All
ly A India
ll Ind dia PR C Conference
onfference in 1968, held in New
Delhi,
D lh
De lhi, the
he mmembers
em
mbe rss ooff th
bers the Public
he Publblic
bl Relations
icc Relata ions C
at Circle Kolkata
ircle off K k ta uunanimously
olka nannimo
na m usly
mo
decided
deci
cide
cidedd to
de disband
t disba
b ndd the reg regional
giona
io
ona organisation
nall orga strengthen
anisation too streng gth n tthe
hen hee nnational
atio
at ona body,
nal bo
body
dy,,
dy
thus
thu forming
formi
ming
mi n the
ng the Kolkata
Kol k taa Chapter
olka
ka Chapter e of
er of PRSI, inn 1969.
Promotion
Promototio
ot professionalism
ion of professionaalis is one of the signi¿cant agenda of the Kolkata
lism
sm
Chapter right frffrom
om the beginning. To bring about academic foundation to the
h beginning
profession, it has brought out a number of monographs on various subjects
in the ¿eld of public relations and communications by practitioners.
Kolkata has hosted, so far, ¿ve All India Conferences. While Ms. Nandini
Satpath, the then Minister for Information and Broadcasting inaugurated
the Conference in 1972. Mr. Jyoti Basu, Chief Minister, West Bengal,
inaugurated the subsequent Conferences in 1980 and 1989 and the Asia
Paci¿c Conference was inaugurated by Mr. Buddhadeb Bhattacharjee
in 1998. The Chapter had invited during 1993-94, a delegation from the
Bangladesh Public Relations Association for a professional exchange visit
programme to encourage public relations form among the SAARC countries.
In 2004, the chapter organised the National Conference in Kolkata which
was inaugurated by the Mayor of Kolkata. Mr. Subrata Mukherjee and the
valediction session was graced by the Chief Minister of West Bengal, Mr.
Buddhadeb Bhattacharjee.

213
Practice of Public Relations The management of the Public Relations society of India is vested in the
National Council, consisting of representatives elected by all the regional
chapters.
The members of the society are the public relations practitioners from
Multinationals, Govt. Public and Private sector, Academicians and PR
consultants.
The PSRI adopted a code of Ethics in its First All India Public Relations
Conference, held in New Delhi in 1968, The Code was earlier adopted in
1965 by the International Public Relations Association, Thus it is known as
the” Code of Athens” in Athens,Greece among the World Community of
Public Relations. The Code is hugely based on the United Nations’ chapter
on Human Relations.
The need for PR education was realised by the founders of PSRI. In the
1970s, a series of workshops and seminars were organised by the society
through its regional chapter. In 1970 a refresher course was arranged by the
Delhi chapter of PSRI for a period of two months. Later it was also conducted
in Kolkata, Bombay
Bomb m ay y and
annd Madras. Four PR courses were provided by the
Delhi chapter wi within
w in tthe
thin he period of 1973-76. A po ppost
st graduate pr pprogram
ogram in
Indian IInstitute
i ute ooff M
nstitu Mass Communication
asss Com
om
mmuniica was
c tioon w arranged
ass also arrra
r ngged by PSPSRI,Delhi.
SRI
R ,Deelhi..
In
I 19900 PSRI
PSRRI established
establlisheed India
Indiaia Foundation
Fou on for
ouundaatio o PR
fo R Education o and
Edduccation
on nd research
res
e eaarchh
es
to
o provide
provvide aacademic
caademiic aand professional
ndd pro ofessiionaal bbase education
asee for educ ucaationn andd tra training.
ainiing..
Thee trus
trust was
st waas se almost
set upp almmosst afafter
t r 110years
fte planning
0yeearss of plann ningg in consultation
n con
onnsu
sult
lttat
a ioon wwith
ith
h
International
In
ntern Public
nattionall Pu relations
ublic rela ations associations.
nss assoc
ociatioonss.
oc
PSRI
SRI also
PS also included
in
ncl
c ud management
u ed manag gem
e een development
nt de
deve elopment program on public relations
at tthe Administrative
he A dmin college
nistrrative staff coll
lleg
llegee of IIndia,Hyderabad
ndia,Hyderabad and Indian Institute of
Management,
Maanage gement nt, Ahmedabad.
A medaaba
Ah bad.
d PPSRI
SRRI also ppublished
also ubbli
lish
shed
sh ed cconference
onfe
on fere
fe renc
re volumes
ncee vo
nc volulume
lu which
m s wh
whic
ichh
ic
contained
co
ontaiined co ccontributions
ntri
r butions from m IIndian
om ndia
nd iann PR
ia P P Practitioners.
ract
ra ctit
ctittio
ione
nerrs.
ne rs PuPublic
Publblic
bl ic rrelations
ons iin
e atio
el n
India
ndiaa bbyy J.M.Kaul
In J.M
M.K Kaul was the he ¿rst
th ¿r IIndian
ndia
nd iann pu
ia ppublication
b icatio
bl ionn in tthe
io he ¿eld.
¿elld.
9.7.4
9.7. ublic Relations
7 4 Pub
7. Public ns Council
R lation
Re Cooun c l of India
unci Ind i (PRCI):
ndia
ia (PR
PRCI
PRCI):
CI ):
Itt is a premier nnon-political
premier no n-poliitiicall an not-for-
andd no
not- for- ppro¿t
-for ro¿
ro ¿t organisation
¿t org
gannissationn off professionals
atio
io pro
rofe
fesssiona
fe nals
na
in tthe
h ¿elds ooff publicc rrelations,
he elaatio
el at ons communication,
ns,, co
comm
mmun
mm uniicattio
un advertising,
on, adv
dver
dv errti
tisi
siing
ng, an many
andd manny
services.
other allied ser
ot rvi
v ces. It has been actively pursuing the spread and popularity
of communication and Public Relation in India. It has close to 30 Chapters
pan-India.
Recently, PRCI launched its global endeavour by initiating formation of its
UAE Chapter and is working on setting up its wings in Australia, the US
and Europe.
PRCI today has emerged as one of the foremost platforms for PR and
Communication professionals for global exchange of ideas in areas of
public relations, corporate communication, advertising, brand management
and academics.
PRCI has successfully conducted ten global conferences and ¿ve international
meets till date. Its much-vied annual prestigious awards: Chanakya Awards,
PR Hall of Fame Awards and Corporate Collateral awards are like Oscars of
PR Communication world. Every year hundreds of achievers in the media,
journalism, corporate communication, advertising, public, social services
get recognised by PRCI in gala global conclaves in the major cities across
India.
214
In 2013, PRCI launched its youth wing – Young Communicators Club (YCC) History and Evolution of
– across its chapters in the country. This platform gives an opportunity to the Public Relations
students of Journalism, Mass Communication and Business Management
to learn the ropes of the industry and get industry ready after interacting
with eminent media personalities through a series of workshops, seminars,
contests and creative events and festivals.
PRCI organises symposiums, seminars, conferences, knowledge forums
and workshops regularly in all its active chapters.
Check Your Progress: 3
Note: 1) Use the space below for you answers.
2) Compare your answers with those given at the end of this unit.
1. What are the major areas around which PR campaigns are formulated"
..............................................................................................................
..............................................................................................................
..............................................................................................................
................................................................
.................................................
2. organisations
Name some of the major professional org
ganissat
atio
ions Public
n of Pu
ubl Relations
b ic Rel
e atio
onss
..............................................................................................................
.................. ......................
. .............................
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. .......................
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9.88 LET
LE
ET US
US SUM
SUM UP
Puublic Rel
Public Relations
ellat
ations sserves
erve
vees the
th
he twtwo-
wo-
o ffold
old mmotive
oti
tive
i of, saless ppromotion
romo
ro mo oti
tion and
enhancing
en
nhancin ng ththe
he positivee ima image
age ooff in industries
ndustriies and othother
ther
th er ggoverning
overrnining
ng bbodies.
oddieies.
s.
Public
Puubl
b ic R Relations
elatioons commu
communicates
unicaates oone’s
ne’’s storyy to tthe
he publi
public
ic th
through
hro
roug
ughh me
ug meth
methods
thodds of
th
skilful
skillfu
f lw writing,
riting,g devel
g, developing suitable
eloopingg su
suit concepts,
ittablee concec pts,, plannin
ce planning
ng efeffective
ffect
fe tiv strategies
ivee st
stra
r tegi
ra gies
gi
and
an
nd ththen
e eeffectively
hen ffectively impimplementing
ple
leme
meentingg it create aan
i to cr n impact over the public. The
history
hist
hi o y of public
stor publi relations
ubblicc rela
re
ela
lati
tion could
onss coul
on u d be ttraced
ul r ced ba
ra back
ack to th
the anancient
anccien
en Egyptians,
nt Eg
Egyp
ypti
yp tian
tia s,
an
Greeks,
Gree eksks, and Romans, along alonng with some
ong some renowned
reno
n wned d American
Ame cann publicists.
meriica pubblic
pu iccis
ists
ts.
ts
From pro
Fr propagating
ro
opa
paga
gati ng rreligion
ting elig
eligio
ionn to gar
io garnering
arne support
rnering suppo during
ort durin
ng wawar,
war PR
r, PR ha evolved
has ev vollvevedd
to sstrategic
trrat
ateg
egic image buildingg fo
eg forr individuals an and
nd corporates.
In India,
India the origin of PR can be cited from the mythological stories to
the historical incidents. During the British rule and later for the struggle
for independence PR was vividly sued strategically. Gandhian way of
garnering public support and now the government’s need to disseminate
information to the public, are all steps towards an organized PR. America
has had a many a famous publicists and journalists who helped businesses
from railways to tobacco companies prosper.
The transformation journey of Indian public relations is quite interesting.
It has been contributed to, by milestones like the need of the government
to popularise the Five-year plans, the economic liberalisation leading to
trade wars, that placed India on the global PR scene. Responsible corporate
houses also led popular PR activities. The Indian PR got a big kick with the
formulation of the Public Relations Society of India in Bombay in 1958.
With tis subsequent meetings, new themes and practices were added and
discussed. Based upon the western models, Indian PR eras can be divided

215
Practice of Public Relations into, the state of propaganda, the era of publicity and the post independent
phase of developmental PR.
Public Relations is said to be an art and a science too. The public relations
practice majorly concerns public affairs, communication, and public
Information. Public Relations has evolved from the traditional ‘journalistic
inÀuence’ to ‘social media inÀuencers’. many current trends have upsurged
owing to the digital media.
Many national and international PR organisations are instrumental towards
keeping PR ethical and helping the profession reach its present respectable
stage. In the subsequent Units you shall learn more about the actual practice
of Public Relations.

9.9 CHECK YOUR PROGRESS: POSSIBLE ANSWERS

Check Your Progress 1.
1. The initial purpose of public relations was to counter negative criticism
busines
esss companies
of business coomp
panies and entrepreneurs by writers, journalist and
social criti
t cs.
ti
critics.
2. Eddwarrd L.
Edward L. Bernays
Beernayss is regarded
r ga
re garded
d ass th
he Fa
the Fath
t err off m
Father ode
d rn Am
de
modern meriicann
American
puublic rela
public ationns
relations
3. Here,
H yyou
ere, yo give
u cann giv examples
ve exa amp
mple from
les fr rom
m thee textext
xt off tthis
his UnUnit.
U Like:
itt. Lik
ke: thee
womenn cigarette
women ciigareette camp
mpaign oorr th
mp
campaign he gen
the nerating inter
generating errest around
interest nd somome
om
some
paintinng w
pa
painting ith negative
with ve ppublicity.
ubli
ub l city. Or, ttalk
allk of a case aroundd you, of th he
the
presen
pr nt time
present m s. How a P
times. PRR strategyg has been used to create success for a
gy
¿l orr a pproduct
¿lm roductt or a po
ppolitical
liti
litica
c l leeader
e . Th
leader. T
Thee ideaa iss to loo o k ar
look rou
o nd withh
around
th kn
the nowle l dge th
knowledge hat you
that ou hav
avee ga
av
have ggained
inedd hhere,
erre,
e, aand
ndd rrelate
elatte it tto
el o th
thee inci
idents
de s
incidents
of
of PR
R happening
happ
p ening around
arouund
ar nd you
you
Check
Chec
Ch eck
eck Your
Yoour Progress
Pro
r gress 2.
1
1. In
ndian Pub
Indian u lic Re
Public elaatioons has
Relations as comom
me of
come of aage
ge aandndd iiss gl
glob
obaally
ob ally ccompetitive.
globally ompe
om peti
pe titi
titivve.
ti ve
It has evo
It olved in
evolved ntoo th
into he pr
the pres
esen
es ent--dayy av
en
present-day ava ataar,, le
avatar, ledd by m an
many ny fa
fact
ctoors po
ct
factors ost-
post-
independdence. Yo
independence. Youou ma
mayy ddiscuss
isc
sccusss hhere,
ere
re,
e, some
me tthe he eevent
ventnt llisted
iste
istedd in tthe
te he ttext
ex
ext
aboe or more of them from other sources.
S
Some l can bbe : Fi
examples Five Y
Year Pl
Plan P bli it (1951
Publicity 1956) G
(1951-1956), Generall
Elections (1951-2009), Public Sector Public Relations, Nationalisation
of Banks in 1969’, birth of professional body like ‘Public Relations
Society of India’ in 1958, economic LPG policy of 1991, Industrial
Policy Resolution of 1956, planned economic development policies
like the PPPP, The emergence of a vocal public opinion, emergence
of mass circulated newspapers giving rise to inÀuential press, the need
for mobilising public opinion in favor of the war effort.
You can cite many more phases and events.
2. The Public Relations Society of India was formed in Bombay as early
as 1958
Check Your Progress 3.
1. Some of the areas of the formulation of PR campaigns include:
Ɣ Public Affairs

216
 Ɣ Communication History and Evolution of
Public Relations
Ɣ Public Information
2. Some of the major professional organisations of Public Relations are:
Ɣ International Public Relations Association
Ɣ Public Relations Society of America
Ɣ Public Relations Society of India
Ɣ Public Relations Council of India

9.10 FURTHER READINGS

Ɣ Berger, B.K., & Reber, B.H. (2006). Gaining inÀuence in public
relations The role of resistance in practice. Mahwah, NJ: Erlbaum
Associates
Ɣ Hindman, D.B. (2012). Knowledge gaps, belief gaps, and
public opinion about health care reform.
o m.. Journalism
reffor Jo and 0ass
Communication Quarterly, 89(4), 585-605
585-6
605
Ɣ Kim,
m, YY.,
., & Kiousis,
Kio
ious
usis, S. (2012). T The
he rrole
olee of aaffect
ffecct in
ff n aagenda
gend building
ndaa bu
nd buildi
diingg
for
fo
or public relations:
i rel iimplications
e ations:: im public
plicatiions forr pub blic rerelations
elation ooutcomes.
ons ou tccom
mes.
Journalism
Jour
u na
ur liism & 0ass
nali asss Communications
0as Commmmunicaationss Quarterly,
mm Quarteerlyy, 89(4),
89(4)), 657-676
6577-676
Ɣ Lecheler,
Lech
Le cheler
ch er,, S.
er S. & de. Vreese,
e e, C.H.(2012).
Vreees C.HH.(200122). News
Neewss framing
frram ng and
a in a d public
an pubblic
opinion:
oppinio
on: A mmediation
ed
dia analysis
iation anaaly framing
lysiss off fram
ming effects
ngg eff
fec
ects political
ts on pooli
liti
tica attitudes.
c l atti
ca itude
d s.
de
Journalism
Jouurnaaliism and
annd 0ass
0asa s Communication
Commmunnicatio on Quarterly,
Q arterly, 89(2),
Qu ) 185-204
89(2), 185-2204
Ɣ Murphy,
Murphy hy,, P.(2010).
hy P.(2
P. (2010) The
0 . Th
0) intractability
he inttracta
tability Media
y off reputation: Me
M dia coverage
di g
ass a complex
com
omplex syste
om system
tem in case
n thee cas Martha
se of M arth Stewart.
a t. Journal
t a Stewar
ar J urrna
Jo Public
nall off Pub
bli
licc
5elations
5elationns 5esearch,
5e 5esearrch, 22(2)
22(2
22 2)
Ɣ Rotolo,
Roto
Ro tolo, A.(2010,
to A (2
A. 010, May).
(201
01 May ). Beyond
ay). Bey yonnd friends
iendss and followers: Next steps for
frrie
social
sooci
cial
a mmedia.
e ia. Public
ed Publ
Pu b icc 5elations
bl 5elat
attio Tactics,
ons T actics, 17(5), 9
Ɣ Stein,
Stei
St e n, Lindsay
d ay (2013,
Linds (20133, April).
Ap Toyota
T yota hits
To gear.
hitts top ge Week,
ear. PR Weekk, 30-
ee 30-32
0-32
0- 32
Ɣ Toth,
Toth E.L.(2009).
th, E
th .L.
L.(2
(200
0009) Diversity
9 . Di
D vers
rsit
sit relations
ons ppractice:
ity and publicc relatio ract
ractice:
ct Essential
e: E ssen
nti
tiaal
knowledge
k ow
kn owledge project.
projecct. Retrieved
t R etrieved from Institute for Public 5elations
website www.instituteforpr.org
www instituteforpr org

9.11 GLOSSARY
Counseling: Advising management concerning policies, relations and
communications.
Lobbying: The specialized area of public relations that fosters and maintains
relations with a government or its of¿cials for the primary purpose of
inÀuencing legislation and regulation.
Press agentry: Creating newsworthy stories and events to attract media
attention and gain public notice (although not all this attention may be
positive).
Propaganda: Messages speci¿cally designed to shape perceptions or
motivate actions that an organization wants. The word was coined in the
17th century by the Roman Catholic Church and originally meant “writing
217
Practice of Public Relations to propagate the faith.” The word took on negative connotations in the 20th
century and is usually associated with lies, deceit and misinformation.
Publicity: Information from an outside source that is used by news
organizations because it has news value. Publicity is an uncontrolled
method of placing messages because the source does not pay the media for
placement and cannot guarantee if or how the material will be used.

218