Sejarah dan Titik Awal Kemunculan Public Relations

Summary

In this lecture on public relations (PR) management, the instructor explores the origins and evolution of the PR profession. Beginning with the early practices of PR in the late 19th century, exemplified by Barnum's unconventional marketing tactics, the lecture delves into the role of PR in business and media relations. It highlights key figures like Edward Bernays and the development of PR as an academic field. The instructor also discusses how PR has evolved over the years, especially its growth into a business and academic discipline, while considering its impact in the modern era of digital disruption.

Takeaways

• 😀 PR practices began in the late 19th century with figures like Phineas T. Barnum, who used controversial publicity tactics to promote his circus.
• 😀 Barnum's PR strategy included paying people to act as spectators, creating the illusion of large crowds and sensational stories.
• 😀 By the early 1900s, industries like coal and automotive were growing, but business leaders like William Vanderbilt showed indifference towards public relations.
• 😀 The relationship between media and businesses reached a low point in the 1920s, leading to the need for better communication strategies, which birthed modern PR.
• 😀 Edward Bernays, known as the 'father of PR,' was influential in promoting PR as a tool to influence public opinion, especially with propaganda techniques.
• 😀 Bernays emphasized that PR could be used for social causes, including promoting gender equality, marking a shift in the use of PR strategies.
• 😀 The Declaration of Principles, introduced in the 1940s, defined PR as a legitimate practice distinct from journalism and advertising, focusing on transparency and honesty.
• 😀 PR professionals were encouraged to be open and honest with the media, a principle that became a cornerstone of the PR profession.
• 😀 By the 1940s, PR began to be formally taught in universities, with the U.S. and Europe leading the way in academic recognition of PR as a discipline.
• 😀 The 1990s saw the growth of PR agencies in Indonesia, as PR became a commercial and academic field, with more PR professionals starting their own agencies.
• 😀 The rise of digital media has introduced new challenges to PR, emphasizing the need for adaptability and new strategies in the evolving landscape of public relations.

Q & A

What analogy does the lecturer use to explain the importance of strategy in Public Relations (PR)?

The lecturer uses basketball as an analogy, highlighting that both basketball and PR require strategy and planning to achieve their respective goals.

Why does the lecturer mention the history of PR at the beginning of the lecture?

The lecturer mentions the history of PR to provide context and help students understand the development of PR practices, emphasizing the importance of learning from the past to predict future trends and challenges.

Who is P.T. Barnum, and how did he contribute to the development of PR?

P.T. Barnum was a circus owner in the late 19th century who used unconventional publicity methods, such as exaggerating facts and creating controversies, to promote his circus. He is considered an early practitioner of PR because he understood the power of publicity, even if it was controversial.

What is the significance of the Declaration of Principles in the history of PR?

The Declaration of Principles, introduced by Ivy Lee in 1906, is significant because it set the foundation for modern PR practices. It emphasized transparency, honesty, and the importance of providing accurate information to the media, establishing PR as a legitimate profession.

How did Ivy Lee contribute to the development of PR as a professional field?

Ivy Lee contributed to PR by promoting the idea that companies should communicate openly and honestly with the media. He also advocated for placing PR professionals in top management positions to improve communication strategies, which helped establish PR as a recognized profession.

What role did Edward Bernays play in the evolution of PR, and how was his approach different from Ivy Lee's?

Edward Bernays, known as the 'father of PR,' played a key role in shaping PR by applying psychological and propaganda techniques to influence public opinion. Unlike Ivy Lee, who focused on transparency, Bernays emphasized using persuasive techniques to sway public perception, including creating emotional appeals.

What were some of the challenges businesses faced in PR practices during the early 20th century?

In the early 20th century, businesses often ignored public sentiment and did not prioritize communication with the public. Leaders like William Vanderbilt viewed the public as passive and focused only on profits, leading to poor PR practices and strained relationships with the media.

Why does the lecturer stress the importance of understanding the history of PR?

The lecturer stresses that understanding the history of PR helps students learn from past mistakes, predict future trends, and navigate the challenges posed by the evolving media landscape, especially in the digital age.

How did PR practices evolve from the late 19th century to the 20th century?

PR practices evolved from simple publicity stunts in the late 19th century, such as those by Barnum, to more strategic communication efforts in the 20th century, as businesses began to recognize the importance of managing public perception and building relationships with the media.

How did the rise of PR as an academic discipline impact its professional development?

The formal recognition of PR as an academic discipline, starting in the 1940s and growing throughout the 20th century, helped professionalize the field. Academic programs, research, and the establishment of PR agencies contributed to its development, making it a key business function in modern times.