Public Relations Through Time

Early History
Public relations (PR) is not a recent invention. The importance of communication with the public
and maintenance of positive public image was known as early as in the antiquity but the beginnings of
modern PR are traditionally dated in the 18th century London. One of the first PRs was Georgiana
Cavendish, Duchess of Devonshire who heavily campaigned for Charles James Fox and his Whig party.
PR in the real meaning of the word, however, dates only to the early 20th century. The first real PR
specialist was, according to some, Ivy Lee (1877-1934), while the others see Edward Bernays (18911995) as the father of public relations.
Ivy Lee or Edward Bernays?
Whether the founder of modern PR is Ivy Lee or Edward Bernays remains a matter of debate.
Both historians who consider the first PR specialist Ivy Lee and those who see Bernays as the founder of
modern PR have strong arguments to support their views. We will not get into the debate who of the two
men had a greater influence on the future development of PR. Instead, we will take a closer look at the
work and contribution of Lee and Bernays to the modern PR.
Ivy Lee is best known for his services to Standard Oil and its founder John D. Rockefeller. But
those who are familiar with PR history know him better for introducing the term public relations and
for pioneering the modern press release although he mainly used it as a one-way propaganda for his
clients.
Edward Bernays refined Lees press release as a PR tool but he also contributed a lot to the
development of the theory of PR. He is said to be influenced greatly by his uncle and professor Siegmund
Freud in his concepts of PR. Bernays has written several books on PR, of which are best known
Crystallizing Public Opinion, Propaganda and The Engineering of Consent. In his works, Bernays
argued that PR is an applied social science which manages and manipulates the public opinion by the use
of sociology, mass psychology and similar disciplines.
PR and Propaganda
Although Lee, Bernays and other PR pioneers such as Carl Byoir and John W. Hill played an
important role in modern PR, they were also responsible for the professions close association with
propaganda by the public. As a result, their successors did not have an easy job in changing the
professions bad reputation and even today, PR is sometimes equated with propaganda.
PR After the Advent of the Internet
The Internet has changed communication dramatically. The public is increasingly turning to the
world wide web for information and as a result, PR must keep up with the changes in transmission of
information if it wants to retain its role as a communicator between the public and organisations. Thus,
besides the traditional tools, modern PR also implements online tools and tactics, including social media
such as blogs, content publishing, search engine optimisation (SEO), podcasts, etc..
How to Become a Public Relations Specialist: Career Guide
A career as a public relations specialist is well suited for you if you have an interest in communications, a
methodical approach to gathering and editing information, and a high threshold for stress.
Below we've outlined what you'll need to succeed in a career as a public relations specialist. We've also
included helpful information for a public relations specialist career, such as job description, job duties,
salary expectations, a list of possible employers and much more!

Education and Training Needed to Become a Public Relations Specialist

To become a public relations specialist, it is typically necessary to have a bachelors degree, certificate or
diploma in public relations, communications, journalism, business administration or a related field.
Having training or experience in the specific line of business that the firm you wish to work for operates
within is a valuable asset when trying to get a job as a public relations specialist.
Having APR (Accredited in Public Relations) accreditation confirms the holders experience,
commitment to the profession and professional skills, and is a valuable tool for gaining employment or
earning a more senior level position as a public relations specialist.
Public Relations Specialist Job Description
The main goal of a Public Relations Specialist (also known as a Public Relations Representative) is to
serve as a link between an organization and the audiences they wish to reach in order to achieve certain
objectives.
Public Relations Specialist Job Duties
Coordinate special events and promotions, for internal and external audiences
Provide consulting services to company management in order to help them reach their desired audience
more effectively
Conduct public opinion research and communicate results
Act as a media and stakeholder contact
Act as communication liaison between a companys employees and its management
Develop and implement strategic communications programs
Create and maintain public awareness of the organizations policies and actions
Public Relations Specialist Salary
According to the 2011 Alberta Wage and Salary Survey, workers in the Professional Occupations in
Public Relations and Communications occupational group in Alberta earned on average from $25.48 to
$36.90 an hour.
In the United States, the US Bureau of Labor Statistics reports that in 2010 the median salary for workers
in the Public Relations Managers and Specialists occupational group earned a median salary of $57,550
per year.
Please Note: Salary levels for public relations specialists can vary depending on many factors, such as
whom their employer is, what their level of experience and education are, and many more.
Who Hires Public Relations Specialists?
Employers that hire public relations specialists typically include:
Consulting firms
Corporations
Federal, provincial and municipal governments
Financial institutions
Health authorities Educational institutions
Political and social organizations
Professional organizations and trade associations
Self-employment (as a consultant for PR/Marketing firms)
Self-employment (as a freelancer)
Personality Traits Needed to Succeed as a Public Relations Specialist

Just because someone hopes to become a public relations specialist out of personal or professional
interest, doesnt mean they have what it takes to become successful. Below is a list of skills and attributes
aspiring public relations specialists need in order to succeed.
Must be able to frequently demonstrate initiative
Must be able to analyze problems logically and objectively
Must have excellent oral, written and presentation-based communications skills
Must have excellent interpersonal skills, including coaching and negotiation skills
Must be self-confident
Must take a methodical approach to gathering, researching and editing information
Must enjoy trying to persuade people
Main Sectors of Industry for Public Relations Specialist Jobs
Administrative and Support Services
Advertising and Related Services
Arts, Entertainment and Recreation
Educational Services
Federal government
Finance and Insurance
Health Care and Social Assistance
Information and Cultural Industries
Professional, Scientific and Technical Services
Provincial government
Religious, Grant-Making, Civic, and Professional and Similar Organizations
Working Conditions for Public Relations Specialists
Public relations specialists typically work in an office setting, often with irregular schedules. Performing
such duties as delivering speeches, making presentations, attending meetings and attending community
events can require them to leave the office and work on evenings and weekends.
Public relations specialists typically juggle several projects at once, which can require working overtime
to meet what are usually strict deadlines. A career as a public relations specialist can involve a
considerable amount of travel.