HISTORY OF PUBLIC RELATIONS

The history of Public Relations begin as human being lived in a society. People use public relations to solve crisis and problems through two way communication. History also shows that almost all great leaders are a good PR practitioners.

As early as 1800 b.c. in Iraq, messages were crafted or written on stones to educate farmers on agricultural technique to encourage them to be involved in producing food for the nation. In Yunan , good orators are made leaders. A lot of politician try to get help from SUFI practitioners to sharpen their communication skills. Romans and the Greeks are example of good orators who uses rhetoric to persuade the followers. Example Julius Ceasar and Aristotle.

Scholars describe the development of public relations differently. But all agree that public relations is about communicating to influence public opinion. Development of public relation growth can be discussed by focusing on its key activities: Persuasion Publicity Information Marketing Management

Persuasion
In early years, using persuasive speech to spread religion such as Islam and Christianity. The Greeks and Roman use public speech to win support for their policies. Using rhetoric to persuade others.

Publicity
American Public Relations use publicity and promotion for commercial reason, fund raising or building personalities. In the 1920 1920s, it was more incline toward promoting products and raising money for charitable purpose.

 Information

Using information to create awareness and encourage support for and participation in campaigns become more popular during World War I and II To gain independence from Colonial Masters Information was the key to development and nation building efforts of newly independent government

Marketing PR has become more involved in marketing with the rapid growth in communication technologies, development of infrastructure, easier access to international market and a more consumerconsumer-oriented society. Greater emphasis on promotion and efforts to remain distinctive among competitors. Practitioners help to organize exhibitions and road shows by issuing information pamphlets on company at exhibition and road shows.

Management

Increasing pressure from better informed customer, employee and activist has encouraged PR practitioner to take a more managerial approach in executing task. Conducting Public Opinion Poll, strategic planning and knowledge-base counseling is growing among practitioners. Large organizations and service oriented organizations emphasis on long term relationship with strategic publics Globalization, rapid computerization, internet have forced public relations to be result-oriented. Strategic planning and knowledge-based counseling is growing among practitioners.

According to Hamdan Adnan in his book Prinsip Perhubungan Awam PR in Malaysia begin as early as the era of the Malacca Rulers. The rulers will ask intellectuals to write or spread information on their good deeds through hikayat or poems. One of the well known history books was written by Tun Seri Lanang pertaining to Hikayat Raja-raja Melayu.

According to Hamdan, Hang Tuah and Bendahara Tun Perak are an example of good PR practitioner who are able to solve a lot of community problem and make Malacca a well known port at that time. Early PR aimed at gaining independence, formalizing national status, promoting and maintaining unity among the different ethnic groups and promoting government development plans. Most activities conducted through public campaign.

1939 - Department of Information set up in Singapore to inform development of the war. 1946 under Malayan Union, Department of Public Relations was set up. Produce leaflets as well as radio broadcast and face to face communication, through public meeting to carry out the task. 1948 the department was rename Department of Information which is presently known as Ministry of Information.

Main task is to counter communist propaganda during communist insurgency period. Early 1950s development of communication infrastructure was accelerated. Broadcasting facilities were expanded, cinema projectors and public address system were double to improve communication to the people.

Government Public Relations Between 1960 and early 1980s, PR was focused on efforts to build a democratic nations. Main functions were press relation work and dissemination of information about government policies. In 1970, PR department was set up in almost all department and agencies. Facing problem of qualified PR practitioner. Government hired private consultancies for help with the planning and strategy development segments of the government campaigns. This included campaign design, media contacts and management of special events

Public Relation Consultancies

Grew in 1960s with the growth of multinational organization. The first known PR agencies is Eric White Associates started in 1965. Today there are about 40 local and foreign based PR agencies in Malaysia. Most local agencies serve local businesses that cannot afford international consultancies. Cater task such as media relations, event promotions and product launches.

Corporate Public Relations Department Multinational companies set up their own in-house PR departments. Corporate PR dept focus mainly on gaining acceptance of their organization in their community in which they operate and in assisting in increasing employee productivity. Corporate PR dept supported various government nation building efforts especially in sports and education. They also provide scholarships and donate to welfare projects.

Set up in 1962 to give a further boost in the industry. Government information officers made up most of the members. Aimed to upgrade public relations practice in Malaysia. Drew up code of ethics based on British Institute of Public Relation to self regulate the practice in the country. This code is not subject to law. There are about 600 practitioners in the government and private sector of whom about 500 are registered as members of IPRM.

1. 2. 3. 4.

Press Agentry Model Public Information Model Two way Asymmetrical Model Symmetrical Model

J Grunig and Hunt (1984) developed 4 models of PR based on evolution of Public Relations in U.S. They have identified two variables to explain the selected model:

1. Direction 2. Purpose

DIRECTION
o Indicate whether the model uses one way or two way communication
o One way - Dissemination of Information o Two way Exchange of Information

PURPOSE
indicates whether the model uses Asymmetrical or symmetrical communication.
Asymmetrical communication emphasizes on changing the public not the organization. Symmetrical communication tries to adjust the relationship between the organization and the public.

 FOUR MODELS OF PR PRESS AGENTRY MODEL PUBLIC INFORMATION MODEL TOW-WAY ASYMMETRICAL MODEL SYMMETRICAL ADDITIONAL

MODELS

MIXED MOTIVE MODEL PERSONAL INFLUENCE MODEL

Aim to publicize the organization, its products and services in any way possible or to get favorable publicity for the organization Involves one way communication dedicated to help the organization control the public that affect it. Organization does not reveal complete information in an attempt to control / dominate the environment. This Model is used to promote celebrities, products, sports or organizations leaders.

Seeks to disseminate information to the public as truthfully and accurately as possible. Involves one-way communication through controlled organization media and mass media. Not based on research and strategic planning. Promote the organization and tried to change the behavior of the publics but not the organization. Used by government agencies, non-profit organization and association.

Uses theories of persuasion to develop message that are likely to persuade strategic publics to behave as the organization wants them. The model emphasizes on dialogue which the organization dominates and requires the public to make necessary change, not the organization. Can be used effectively when there is little conflict with the public.

Better than Press Agentry and Public Information Model since it researches the publics attitudes. Business firms in highly competitive market use this model. Majority of public relation consulting firms provide two-way asymmetrical models services to their clients, more often than the other three models.

Public relation program based on research and which uses two-way communication to manage conflict and improve understanding with strategic public. Negotiates rather than using forces. Used by highly regulated Business Agencies.

Characteristic

Press Agentry

Public Information Dissemination of Information One-way; truth important Source Receiver Government, nonprofit associations

Two-way Asymmetrical Scientific persuasion Two-way; imbalance effects Source Receiver Feedback Competitive business industries

Two-way Symmetrical Mutual Understanding Two-way; balanced effects Source Receiver Feedback Highly regulated business agencies.

Purpose

Publicity

Nature of Communication Communication Model Where practiced today

One-way; complete truth not essential Source Receiver Sports, theatre, products promotion

Mixed Motive Model (Murphy 1991)

Middle ground between the two way asymmetrical and symmetrical model. Organization and publics seek to negotiate outcome that are most advantageous to both parties in the long term. Applies in excellent PR department as an extension of symmetrical model. Persuade publics with the asymmetrical model and negotiates with symmetrical model.

Personal Influence Model (Sriramesh 1992)

Practitioners use interpersonal communication to build personal and long term relationship with key individuals of the organizations strategic public like media, government, political body or among activist group. Uses one-way communication and its purpose is predominantly synchronic or asymmetrical. Use various techniques such as hospitality and giving gifts of influence to build lasting friendship.

In-class exercise

History & development of PR

Internationally & Locally

List and discuss the variables that explained the 4 Models of PR by J.Grunig & Hunt Discuss in detail the comparison of characteristics of the 4 Models of PR