The question of who invented public relations (PR) is complicated because the field is not the result of a single inventor. PR is a distinctly modern profession that evolved from earlier forms of persuasion and publicity, making its origins contested. The techniques of influencing public opinion have existed for centuries, but the formalized practice emerged through the work of multiple pioneering figures in the early 20th century. This transition involved a shift from simple hype to structured public information and the application of social science principles to mass communication.
Early Precursors of Public Relations
The techniques of persuasion aimed at influencing public opinion predate the formal industry by millennia. Ancient Roman leaders, such as Julius Caesar, used newsletters and autobiographical accounts of his military victories to shape his public image and political influence. Leaders across many ancient civilizations employed symbols, monuments, and rhetoric to assert authority and manage public perception.
This early, one-way communication focused on generating attention, often with little regard for accuracy. In the 19th century, the era of press agentry was epitomized by showmen like P.T. Barnum, who specialized in creating sensationalism and hype. Barnum famously used publicity stunts and generated buzz, operating under a model where truth was secondary to spectacle. This system, which aimed to manipulate the public, set the stage for a dramatic ethical shift in corporate communication.
Ivy Lee: The Pioneer of Corporate Honesty
The modern practice of public relations began to take shape with the work of Ivy Lee, who introduced the concept of corporate responsibility in communication. In 1906, Lee issued his “Declaration of Principles,” a foundational document that aimed to shift the practice from press agentry to a model of public information. He promised the press that his firm would supply accurate and prompt information, operating in the open. This represented a significant departure from the prevailing corporate attitude of silence and secrecy.
Lee immediately put his new principles into practice while working for the Pennsylvania Railroad following the 1906 Atlantic City train wreck. The railroad’s traditional policy was to bar reporters from accident sites. Lee convinced the executives to change course, inviting reporters to the scene and issuing a comprehensive statement, widely regarded as the first modern press release. By proactively providing factual reports, Lee demonstrated that transparency and disclosure could mitigate public distrust, laying the groundwork for crisis communications.
Edward Bernays: Engineering Consent
Edward Bernays, often cited as the “father of modern PR,” formalized the field by introducing the systematic application of psychological principles to mass communication. Bernays was the double nephew of psychoanalyst Sigmund Freud, whose theories on the subconscious deeply influenced his approach to shaping public behavior. He coined the term “Public Relations Counsel,” defining the role as an applied social scientist who interpreted the public to the client and the client to the public.
Bernays detailed his philosophy in his 1923 book, Crystallizing Public Opinion, considered the first book to define the profession. He argued that the organized manipulation of the habits and opinions of the masses was a necessary element in a democratic society, a concept he termed the “engineering of consent.” A notable example of his work was the “Torches of Freedom” campaign in 1929, where he was hired by the American Tobacco Company to break the social taboo against women smoking in public. Bernays staged a publicity stunt where debutantes smoked cigarettes in the New York Easter Parade, framing the act as a symbol of rebellion and freedom. This strategic campaign successfully associated the product with a subconscious desire for equality.
The Formalization of the Industry
Following the work of Lee and Bernays, public relations transitioned from the efforts of a few consultants into a structured, professional industry, particularly after World War II. The need for a cohesive professional identity and ethical standards became apparent as the field grew. This maturation led to the founding of the Public Relations Society of America (PRSA) in 1948, which provided the first major institutional framework for practitioners.
By 1950, the PRSA developed its first code of professional standards, aiming to address concerns like conflicts of interest and misrepresentation. This focus on ethics was reinforced by the development of academic curricula in universities, with the PRSA establishing a certification process for programs. These institutional and educational developments worked to mitigate the manipulative aspects of early PR and establish the field as a management function with defined professional responsibilities.
Key Differences Between Early and Modern PR
Early forms of public relations relied on one-way communication models, such as the press agentry of Barnum and the public information model of Lee. In these models, the flow of information was primarily from the organization to the public. Modern PR, in contrast, emphasizes a two-way symmetrical model, which focuses on dialogue, mutual understanding, and relationship building between the organization and its stakeholders. Contemporary practitioners use research not just to craft persuasive messages, but to foster genuine conversation and encourage organizational change based on public input.
The digital age has accelerated this evolution, moving communication from traditional mass media to immediate, interactive platforms like social media. This requires a higher degree of transparency, as information is rapidly scrutinized by a global audience. The modern field also heavily integrates Corporate Social Responsibility (CSR), which involves communicating a commitment to societal well-being and fortifying stakeholder connections.