HISTORY OF PUBLIC RELATIONS

There is no universally agreed history of public relations. But most of the historians are of the view that man has been using various public relations skills and techniques, since the time he formed social groups, for moulding and influencing public opinion. Archaeological findings of old civilizations in Rome, Egypt, Mesopotamia (ancient Iraq) substantiate this view and show that those nations have been using some of the techniques for public opinion formation which even today constitute an integral part of the public relationing. A 4000 years old cunciform tablet found in Iraq The history of public relations is mostly confined to the early half of the twentieth century however there is evidence of the practices scattered through history. One notable practitioner was Georgiana Cavendish, Duchess of Devonshire whose efforts on behalf of Charles James Fox in the 18th century included press relations, lobbying and, with her friends, celebrity campaigning. A number of American precursors to public relations are found in the form of publicists who specialized in promoting circuses, theatrical performances, and other public spectacles. In the United States, where public relations has its origins, many early public relations practices were developed in support of railroads. In fact, many scholars believe that the first appearance of the term "public relations" appeared in the 1897 Year Book of Railway Literature.

Later, practitioners were and are still often recruited from the ranks of journalism. Some reporters concerned with ethics criticize former colleagues for using their inside understanding of news media to help clients receive favorable media coverage.

After passing through the various phases and stages of its development public relations has now grown into a separate activity both in the developed and developing world. However, like other areas of human activity public relations discipline is comparatively more mature in the developed countries. In developing countries, Pakistan especially in the private sector, public relations concepts and practices are not yet clear and the PR techniques are usually abused or gaining short-time or immediate benefits. PR in most of the developing countries is carried on borrowed ideologies and the process is generally devoid of research and any logical planning. That is why PR in the developing countries often fails to give results and generally it assumes the form of press agentry aimed at pleasing the top management. PR staff often tries to block the media from ascertaining the facts or truth about the organization.

Most of the organization in the Third World don’t have any public relations department and where PR out fits exist these are usually run be unqualified and unskilled people. However, it is heartening that the developing third world is now realizing the importance of this versatile discipline both in public and private sectors. It is hoped that in the next few years PR will enjoy the same level of prestige and importance in the developing world that it does at present in the developed countries and PR departments in the Third World Pakistan will also be manned by skilled and qualified people who will, in real terms, make it a bond of mutual understanding and bilateral benefit or both the organizations and the public.