PR has existed in various forms throughout history. In ancient Egypt, pharaohs used publicity to promote their achievements. In ancient Greece, messages were sculpted on stones to demoralize enemies during wars. During Rome's expansion, Julius Caesar and others used publicity of military achievements to convince people of their leadership. In the Middle Ages, figures like popes, Joan of Arc, and Machiavelli utilized various PR techniques to promote causes and ideas. As revolutions emerged in the 1600s-1800s in places like America, France, and Mexico, key leaders like Sam Adams, Thomas Paine, Voltaire, and Napoleon employed PR strategies. Edward Bernays is considered the father of modern PR for developing principles

1. Historical Origins of PR
Session 2
Source: Google.com

2. Review of the last session
1) Formulate your own definition on basis of the definitions
seen in the last presentations
1) What is Integrated Marketing Communication?
2) Describe some skills needed for someone who is working in
PR.

3. Review of the last session
4) Mention components of PR
5) Explain the process of PR

4. Common elements of Definitions of PR
 Deliberate
 Planned
 Performance
 Public Interest
 Two way communication
 Management Function (Wilcox et al., 2012)

5. It started …
Ancient Egypt – Rosseta Stone (196 A.C.)
An instrument of publicity on the pharaoh’s
achievements.
Source: Google.com

6. Ancient Greece
Herodotus – Medic Wars (Greek – Persian wars) in V.
century A.C.
Greeks sculpted messages on stones to demoralize Ionics.
Olympic Games
Promotion techniques to boost the aurea (gold) of athletes, similar to
Vancouver Winter Olympic Games 2010. (Wilcox D. Et al., 2012)
Source: Google.com

7. Rome
Julius Caesar
He wrote a lot of publicity on his military achievement to convince the Roman people
that he would become the best head of state.
This has been used by a lot of politicians in election periods.
Function of elaborate parades when gaining important battles.
Famous Proverbs
 Alea iacta est (the die is cast)
 Bread and circuses

8. Prehispanic Mexico
Aztecs
Governors realized about the importance of hearing public
opinion and project favorable image before the people.
Tecuhtli – (Lord) – aztec government representative
Was in charge of:
 Hearing complaints and public opinion
 To defend the people under his charge against excessive taxes and
all the land usurpation. (Ríos Szalay J., 2011)

9. Apostles
Peter and Paul used:
- Speech
- Letters
- Organization of events
- Other PR activities
Promote and Spread
Christianity .

10. Middle Ages
What did these famous historical characters
achieve?
Pope Urban II
Jeanne d’ arc
Macchiavelo
Johan Gutemberg
Luther
Hernán Cortés Source: Google.com

11. 1600-1800
1620 Virginia Company
Distributed pamphlets and brochures all across the Europe to offer 50
acres of free land to anyone who wished to emigrate to America.
Sam Adams organized “Boston Tea Party” protest.
An important event considered as the beginning of American
Revolution.
Thomas Paine
Through his work “Common Sense” achieved to mobilize mild
american citizens to participate in Revolution. (Wilcox et al, 2012)

12. France
Voltaire and Montesquieu
established bases for French and Latin American Revolutions (Mexico,
Venezuela, Colombia, Peru).
Napoleon Bonaparte – managed succesful PR campaign before his soldiers
and public opinion of leader image to carry on sucessful military strategy in
Europe in the early XIX century. (Wilcox D. et al., 2012)
Some politicians in XX century used it too.

13. Another Example
Can you think of other examples of any
politician who used that strategy?

14. United Kingdom
Marconi Co. – leader of wireless telegraph created in 1910
the department to spread press release to serve to the public.
1924 – Sir Basil Clarke
created company of PR assessment for companies. (Wilcox D. Et
al., 2012)

15. USA
Ida B. Wells / Martin Luther King
used PR through her writing spread ideas against racism to the minds of
american citizens. She established a newspaper which promoted non
segregation. (Wilcox D. et al., 2012)
on
Martin Luther King – Civil Right Activist (1950’s – 1968).
Assignment: Watch movie “ The Butler” and write an essay about it and its importance
for PR.

16. PR leaders in Revolution movements
 George Washington - American Revolution
 Miguel Hidalgo – Independence of Mexico
 Simón Bolívar – Independence of Venezuela and Colombia.
 Zapata – Mexican Revolution (1910-1920)
 Gandhi – Independence of India
 Michail Gorbachov – Perestroika
 Václav Havel – Velvet Revolution in Czechoslovakia.
 Social Media – revolution in Egypt, Libya, Tunis and other countries.
Blog.shu.ed
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17. Edward Bernays – Father of PR
Published “Crystallizing Public Opinion”
where he establishes several PR principles:
 To interpret the client to the public,
which means promoting the client
 To interpret the public to the client,
which means operating the company in
such a way as to gain the approval of
the public.
He advised to the president of
Czechoslovakia Mr. Masaryk – to announce
independence on a Monday, rather than on
a Sunday to get maximum press coverage.
(Slideshare.net)

18. Other Bernays’ Concepts
 Public relations is a public service
 Public relations should promote new ideas and progress
 PR should build a public awareness.
 There are many publics and each public need to be appealed
to. (Slideshare.net)

19. Bernay’s Contribution and Rex Harlow
Proctor and Gamble
American Tobacco Company
General Motors
Two Way Assymetrical Model
Rex Harlow
He is considered as a father of PR research.

20. PR in Companies
Arthur W. Page – is the creator of the idea that PR should have
active voice in High management.
Benjamin Sonnenberg – promoted that Texaco Co. Sponsored
concerts of Metropolitan Opera Company. (Wilcox D. et al, 2012)
Source:
Assets.entrepreneur.com

21. Contemporary Vision
 Global Market
 The growth of internet, social media and ecommerce has
boosted PR industry.
 Its net worth of PR industry in 2008 was $6 billion dollars, 3
million persons practice PR as the main activity.
 Importance of emerging markets – BRICS, Mexico, Turkey,
UAE, Indonesia, Nigeria and others.
Source: Google.com

22. Education
 Aprox. 600 universities in the USA offer the career of PR.
 Europe – aprox. 100 universities also offer it.
 Spain and Latin America - PR is studied in the Faculties of
Communications. (Wilcox D et al., 2012)

23. References
1. Google.com (Google Images)
2. Wilcox Dennis L., Cameron Glen T., Xifra Jordi. Relaciones Públicas -
Estrategias y tácticas. 10ª edición, Pearson, 2012.
3. Ríos Szalay Jorge. Relaciones Públicas. Su administración en las
organizaciones. 3ª Edición. Trillas, 2011.
4. Slideshare.net