CID journeys through the years and beyond!
When you search for the definition of Public Relations (PR), you will find that it refers to the strategic communication process that builds mutually beneficial relationships between organizations and their publics. In other words, PR involves influencing, engaging, and building relationships with key stakeholders to shape how an organization is perceived. The concept of PR is both intriguing and multifaceted. But when did it all start?
Early Beginnings
Public relations—as a field of study—dates back to the beginnings of human communication, with ancient civilizations using modern PR strategies such as speeches, art, literature, staged events, and publicity to persuade people to submit to the rule of law and the authority of religion.
The origins of public relations can be traced back to ancient civilizations such as Egypt, Mesopotamia, and Greece. Rulers in ancient Egypt and Mesopotamia used hieroglyphs and inscriptions to communicate with their subjects, while in ancient Greece, philosophers like Socrates and Plato engaged in public debates and discussions. The idea of using communication to persuade is one of the first practical uses of public relations.
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Middle Age
The Middle Ages also saw the birth of the printing press. In Mainz, Germany in 1450, Johannes Gutenberg revolutionized printing production when he created the printing press. Using a wine press and movable cast metal type, his device could make documents at a lower cost and higher volume, resulting in a dramatic increase in accessing knowledge and information.
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The Rise of Press Agentry
During the 19th century, publicity and promotion were pivotal in populating the western United States. Press agentry, which focused on generating attention and creating buzz, was the dominant model during this period.
Press agents used dramatic tactics such as stunts, contests, and exaggerated claims to capture public’s attention. P.T. Barnum, a well-known American showman, effectively utilized publicity stunts and sensationalism to promote his circus and other attractions, often creating elaborate hoaxes to draw crowds and generate media coverage.
This approach was primarily focused on getting as much exposure as possible and was not concerned with building relationships or managing the reputation of the organization.
1900s – The Age of PR Pioneers
Ivy Lee, considered the father of PR, emphasized the importance of disseminating truthful information and championed transparency and honesty in communication. He advocated for aligning business and industry with the public interest and maintaining open communication with the media. Lee was hired by famous industrialist John D. Rockefeller in 1903. Rockefeller was facing some serious issues in Colorado, known as the “Ludlow Massacre,” a strike against his fuel and iron plant. Lee suggested that Rockefeller visit the mines and interact with the miners, and he successfully boosted his public image by doing it. In 1906, Lee also wrote what is thought to be the first press release ever, responding to a major railway crash in Atlantic City.
Lee's contributions revolutionized PR practices, emphasizing the humanization of business and its public relations at the community level.
Ivy Lee
On the other hand, Edward Bernays—also known as the “Father of Modern Public Relations”—has also revolutionized the field of PR in the 20th century. He developed a pioneering approach to public relations in the 1920s, focusing on “scientific persuasion” and incorporating feedback to create more compelling messages. Bernays wrote the first public relations book, "Crystallizing Public Opinion," in 1923 and coined the term "Public Relations Counsel." His work laid the foundation for the scope, function, and social responsibilities of public relations. In 1923, he was invited by the New York University to teach the first public relations course in the USA.
Edward Bernays
Post-World War II
After World War II, public relations gained prominence as businesses expanded globally. PR shifted towards a more strategic approach known as “public relations counsel,” involving the use of PR to manage organizational reputation and build relationships with key stakeholders.
This shift was driven by factors such as the increased importance of corporate image and reputation management, the rise of professional PR practitioners, and a growing recognition of the need for strategic communication planning. This shift also led to the development of new public relations techniques, such as media relations, crisis management, branding, and corporate social responsibility.
Digital Age and Contemporary PR
PR has evolved over time due to technological advancements and the rise of the internet and social media. The traditional one-way communication model has been replaced by a focus on engagement and dialogue to establish mutually beneficial relationships with specific audiences. PR agencies now excel in content creation and utilize various digital tools such as social media management, content marketing, and influencer outreach to connect with their audience and foster relationships.
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The evolution of PR has been influenced by technology, society, and the media landscape. As these factors continue to shape communication, PR is expected to keep evolving to meet the changing needs of organizations and stakeholders.
A Journey of Equity and Integrity
PR has evolved from ancient communication practices to a sophisticated field that shapes public perception. Its impact on society, politics, and business remained significant over time.
While PR has seen dynamic definitions throughout the years, its ultimate purpose remains consistent: to establish a robust, unassailable reputation by effectively communicating truth and goodness.
One key factor that has significantly contributed to CID’s enduring success is our founder’s unwavering commitment to upholding principles of building corporate equity while simultaneously bolstering integrity.
Founded way back in 1992 by a team of seasoned communication professionals, CID Communication is one of the pioneering, full-service communication agencies in the Philippines. From the get-go, it has a clear vision to provide strategic communication services to businesses across various sectors nationwide.
CID worked with prominent clients, including financial institutions, technology companies, individual personalities, and consumer brands. We helped these clients navigate complex communication challenges. As it evolved, CID embraced digital communication channels. We adapted to the changing landscape by incorporating social media, influencer marketing, and online reputation management.
Our team stayed updated on industry trends, by actively engaging with social media, reading insightful interviews featuring industry leaders, attending seminars that expand our knowledge base, and closely analyzing our client’s competitors. This commitment ensured our clients remained relevant in the digital age.
Our adherence to “Equity with Integrity” remained at the core of our approach. We believe that transparent and ethical communication is essential for long-term success.
CID has transformed from a traditional PR agency to a developing, digitally adept communication partner. Our commitment to equity, integrity, and impactful communication is evident in our journey, showcasing an enduring dedication to ethical communication practices.
Are you ready to start your new campaign? Let CID lead the charge and steer you towards success!
