{"id":2769,"date":"2021-01-21T06:00:28","date_gmt":"2021-01-21T06:00:28","guid":{"rendered":"https:\/\/scoreindia.org\/blog\/?p=2769"},"modified":"2024-08-08T09:27:10","modified_gmt":"2024-08-08T09:27:10","slug":"evolution-of-public-relations","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/evolution-of-public-relations\/","title":{"rendered":"Evolution of Public Relations: Now and Then"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Public Relations is often looked upon as a somewhat newly developed profession, and that the evolution of public relations started only\u00a0a few decades ago. Nevertheless, the fact is that PR dates back to the 1900s when activists harnessed the power of PR at the time of the first world war to spread their propaganda and It was then in the 1920s when PR entered the private sector.\u00a0<\/span><span style=\"font-weight: 400;\">Before that, there were many other forms dedicated to shaping public opinions. Since then, the face of\u00a0 Public relations has witnessed a paradigm shift in its role today.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/scoreindia.org\/blog\/evolution-of-public-relations\/#Table_of_Contents\" >Table of Contents<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/scoreindia.org\/blog\/evolution-of-public-relations\/#Evolution_of_Public_Relations\" >Evolution of Public Relations<\/a><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Table_of_Contents\"><\/span>Table of Contents<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li>What was PR like before digital age?<\/li>\n<li>What all revolutionary changes was brought about in PR industry?<\/li>\n<li>How is the recent shift in PR industry contributing to the brands?<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Ivy Lee and <a href=\"https:\/\/scoreindia.org\/blog\/putting-the-psychology-back-in-pr\/\">Edward L. Bernays<\/a> gave birth to PR as a profession first in the United States, and then it spread all over the world.<\/span><\/p>\n<h1><span class=\"ez-toc-section\" id=\"Evolution_of_Public_Relations\"><\/span>Evolution of Public Relations<span class=\"ez-toc-section-end\"><\/span><\/h1>\n<p><span style=\"font-weight: 400;\">Lee was the one who got hired as the very first PR consultant by popular industrialist\u00a0<\/span><span style=\"font-weight: 400;\">John D. Rockefeller. John at that age was facing a hard time dealing with a strike known as &#8220;Ludlow Massacre&#8221; against his fuel and iron plant. He had a poor image and was believed to be selfish, and a monopolistic oppressor. But that wasn&#8217;t the truth. He was a renowned philanthropist of his time and Lee by using traditional media transformed John&#8217;s awful image into a thoughtful leader who keeps his workers higher than himself.<\/span><\/p>\n<p><em>Related: <a href=\"https:\/\/scoreindia.org\/blog\/best-institutes-of-public-relations-india\/\">Best Institutes of Public Relations in India\u00a0<\/a><\/em><\/p>\n<p><span style=\"font-weight: 400;\">PR in its early time was merely about <\/span><span style=\"font-weight: 400;\">press releases.<\/span><span style=\"font-weight: 400;\"> PR pros were heavily dependent on print media and radio stations to convey their message to the public.<\/span> <span style=\"font-weight: 400;\">The process of sending information through postal services was time taking and sometimes breaking news would take days to get out.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Later with the emergence of the internet in 1991, PR has seen immense growth. It has significantly changed the attitude the news is now consumed and the way it&#8217;s disseminated.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If we see today, evolution of public relations has been dramatic over the past decade alone. The role of PR has greatly intensified and so have the budgets allocated to it. For ultimate results, PR firms are relying upon<\/span><span style=\"font-weight: 400;\"> Integrated Marketing Communications strategy<\/span><span style=\"font-weight: 400;\">. IMC is a marriage between public relations, advertising, and social media used to weave a brand message that remains consistent across distinct media channels.<\/span><\/p>\n<p><em>Related:\u00a0<a href=\"https:\/\/scoreindia.org\/blog\/history-of-public-relations-india\/\">History of Public Relations in India<\/a><\/em><\/p>\n<p><span style=\"font-weight: 400;\">Media landscape is going through an exciting phase in which the convergence of traditional and new mediums is needed to capitalise on disruption and achieve brand campaign goals.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Upsurge of internet and mobile technologies have been a crucial driver of the evolution of public relations, D<\/span><span style=\"font-weight: 400;\">igital storytelling<\/span><span style=\"font-weight: 400;\"> has become vital. According to the report published by Global Communications in 2017, PR executives believe digital storytelling, <\/span><span style=\"font-weight: 400;\">social listening<\/span><span style=\"font-weight: 400;\"> and <\/span><span style=\"font-weight: 400;\">social purpose<\/span><span style=\"font-weight: 400;\"> to be the top three trends in coming years.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Digital storytelling is one of the best ways to emotionally connect with the audience and get people to talk about your brand. However, stimulating conversation is not enough. It&#8217;s equally crucial to keep track of the conversation happening about your brand, analyze it and then respond back to your audience.\u00a0<\/span><\/p>\n<p><em>Related: <a href=\"https:\/\/scoreindia.org\/blog\/public-relations-and-corporate-communications\/#:~:text=Public%20relations%20is%20a%20strategic,managing%20communications%20within%20an%20organisation.\">Difference between corporate communications &amp; Public Relations<\/a><\/em><\/p>\n<p><span style=\"font-weight: 400;\">To serve this purpose <\/span><span style=\"font-weight: 400;\">content marketing<\/span><span style=\"font-weight: 400;\"> has become more powerful than ever. Information in the form of blogs, white papers, newsletters and even content generated by influencers or users has become a famous resource among the audience.\u00a0<\/span><span style=\"font-weight: 400;\">Rise in content consumption has caused a need for vernacular content thereby opening doors for local influencers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sort from this, to understand and analyse audience behaviour data science has become the next huge thing in PR. For all those PR pros sweating to improve campaign performance, big data and AI will be the major part of their PR strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">PR is witnessing constant changes in its role since its inception and now it&#8217;s thrilling to watch what the future has in store for us.<\/span><\/p>\n<p>-Shifta Alim<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-2754 lazyload\" data-src=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/SHIFTA-01-1-200x300.jpeg\" alt=\"Shifta Alim\" width=\"152\" height=\"228\" data-srcset=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/SHIFTA-01-1-200x300.jpeg 200w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/SHIFTA-01-1-97x146.jpeg 97w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/SHIFTA-01-1-33x50.jpeg 33w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/SHIFTA-01-1-50x75.jpeg 50w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/SHIFTA-01-1.jpeg 427w\" data-sizes=\"(max-width: 152px) 100vw, 152px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 152px; --smush-placeholder-aspect-ratio: 152\/228;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-2754\" src=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/SHIFTA-01-1-200x300.jpeg\" alt=\"Shifta Alim\" width=\"152\" height=\"228\" srcset=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/SHIFTA-01-1-200x300.jpeg 200w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/SHIFTA-01-1-97x146.jpeg 97w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/SHIFTA-01-1-33x50.jpeg 33w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/SHIFTA-01-1-50x75.jpeg 50w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/SHIFTA-01-1.jpeg 427w\" sizes=\"(max-width: 152px) 100vw, 152px\" \/><\/noscript>Shifta Alim is an alumna of Class of 2020 of the PG Programme in Journalism and Mass Communication at IIS\u00a0 University, Jaipur. She has interned with Zeno Group, Mumbai and has past industrial experience of 10 months in the Branding field.<\/p>\n<p>People find her to be an upbeat, and self-motivated\u00a0team player.She is passionate about building reputation and stays ready to talk on everything about PR.<\/p>\n<div dir=\"auto\">She could be reached\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/shifta-alim309\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-saferedirecturl=\"https:\/\/www.google.com\/url?q=https:\/\/www.linkedin.com\/in\/shifta-alim309\/&amp;source=gmail&amp;ust=1611046792014000&amp;usg=AFQjCNHygap7s3MYFup4bfcH8bITl2-H0w\">here<\/a>\u00a0at LinkedIn.<\/div>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":6349,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2769","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Evolution of Public Relations: Then and Now - SCoRe Blog<\/title>\n<meta name=\"description\" content=\"Evolution of Public Relations has been dramatic over the past decade alone. 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