SM108

INTRODUCTION TO
PUBLIC RELATIONS
PUBLIC RELATIONS : History and Definitions

Asst. Prof. Dr Vimala Govindasamy

 Learning Outcomes

By the end of the lesson, the students will be exposed;

• To the public relations definition.

• To familiarize them with the public relations activities.

• To ensure student are aware on the history of public

relations and its evolution that shape today’s public
relations practices.
What is Public Relations?
 Definition
“Public relations is the deliberate, planned and sustained effort
to establish and maintain mutual understanding between an
organization and its publics.”
 British Institute Of Public Relations

“Public Relations is a strategic communication process that builds

mutually beneficial relationships between organizations and their
publics”.
– Public Relations Society 0f America (PRSA, 2012)
 Cont.…Definition

Public Relations is a “strategic” process which focuses on

helping achieve an organization’s goals.

Its fundamental mandate is “communications,” and its

focus is “building relationships”.

Another approach to a definition is “Public Relations is a

planned process to influence public opinion., through
sound character and proper performance, based on
mutually satisfactory two-way communication.
 Cont.…Definition
In adopting its 2012 definition, the Public Relations Society
of America (PRSA) noted that its definition implied the
functions of research, planning, communications dialogue,
and evaluation, all essential in the practice of public
relations.

No matter which formal definition one picks on to describe

the practice, public relation professionals must always
engage in a planned and ethical process to influence the
attitudes and actions of their target audiences.
PUBLIC RELATIONS AS A PROCESS
Public relations is a process – that is, a series of
actions, changes, or functions that bring about a
result.
 R-A-C-E FORMULA
Communication Professor John Marston proposed a four-step
model of process through which public relations can influence
public opinion. These steps can shape the public opinion on
the story you researched:

1) Research: What is the problem or situation?

2) Action: What is going to be done about it?

3) Communication: How will the public be informed?

4) Evaluation: Was the audience reached and what was the

effect?
 R-A-C-E FORMULA
The key to this process is the second step-action.

Stated another way, performance must precede publicity.

Act first and communicate later.

Indeed, some might say that public relations – PR – is

really should stand for performance recognition.
 Example
Businesses choose celebrities to endorse their products
for a variety of reasons.
Unfortunately, some of these celebrities act in ways that
generate a lot of negative publicity for themselves and, by
extension, for the sponsors who pay them.

In the case of the celebrity, you researched in the second

activity, explain in detail what actions you would take in
this situation and why you would take them?
 The Publics of Public Relations

The term public relations is really a misnomer (inaccurate

or wrong name or designation)

Public relations, or relations with the publics – not just

the general publics.

Each having its own special needs and requiring different

types of communication.
 The Publics of Public Relations
Publics can be categorized as either internal or external
depending on their relationship to the organization.

Publics can be primary, secondary, the priorities,

according to organizational needs, must always be
reconciled.
Stakeholders
America
Development of PR related with American Revolution:
PR techniques were used widely to transmit liberal ideas
among dis-revolutionaries. It was considered as a positive
factor. Another factor seen again, when it was related with
fund raising and with efforts of the US to use PR techniques
during the 1st and 2nd World Wars.
Negative factors were associated with mud racking, circus
publicity, Broadway shows and with events of
manipulation.

Introduced as academic discipline when the courses were

offered in several universities.

Edward L. Bernays: one of the first practitioners that

taught PR as a course in a NY university. His famous book
entitled “Crystallising Public Opinion” was published in
1923.
 United Kingdom
The growth of PR was associated with information
especially in WWI as information was termed as
propaganda.

The British used PR in WWI and WWII as propaganda to

stop enemy advances and to promote national war
strategies.
War Propaganda Bureau established in 1914 to prepare
materials for dissemination abroad specifically to
opinion leaders in neutral countries (Ward, 1989).

PR and propaganda began to differentiate themselves

after WWII when British Colonial offices found it was
practical to establish PR offices in the colonies to
disseminate information as well as to achieve the
objectives.
 Malaysia

Early development of PR was heavily influenced by

British PR. Information Department under Peet then
Department of Information and Publicity under
Dr. Victor Purcell in pre-Japanese attack.

The agenda were replicated from British ideas to

waging propaganda war against the Germans and the
Japanese.
Establishment of Malayan Union formed a Department of
PR with Mubin Sheppard was the 1st Director of PR.

PR activities in Malaysia was affiliated with information;

setting up department of information in Pre-WWII, and
strengthening of the department Post-WWII, during
Emergency in preparing Malaya to accept independence,
persuasion of unification of Sabah and Sarawak with
Malaya, period of Confrontation, and so forth.
Founding members of IPR of Britain and Malaysia were
government personnel; local authorities in Britain and
Information Department in Malaya.

PR value and information activities recognition from

government sector to win heart and minds of the people.

Department of PR (1946)  Information Services in

Malaya, Sabah and Sarawak  Ministry of Information.

May 13, 1969 incident due to the lack of information.

Late Tun Abdul Razak recommended establishment of PR
officers and press liaison officers in the ministries,
government departments and semi-government
departments.

Private sector was slightly behind in PR. Changes have

occurred in public opinion as more people are
educated and know their rights, pressure groups
championing issues that affect almost everybody.
Business organizations establish PR units to serve the
interests and it functions more as press agents.

Eric White Associates, 1965 was the first PR consultant

agencies established; PR consultancies grow rapidly in
Malaysia with at least 40 agencies act as consultants.
PR functions & Internal and External publics of PR
 Institute of Public Relations Malaysia (IPRM)

IPRM represents the national public relations body of

Malaysia and has over 900 members, both individuals and
corporate.
IPRM is the only organization of its kind in Malaysia to devote
itself exclusively to the study and development of best public
relations practices.
IPRM has launched Malaysia’s first group of Accredited
Public Relations practitioners in 2005.
IPRM has stepped up its role in the training and development
of public relations practitioners both from the public and
private sectors. https://iprm.org.my/about-us/
 Institute of Public Relations Malaysia (IPRM)

Founded in 1962, the Institute of Public Relations

Malaysia (IPRM) was initiated by a group of public
relations practitioners from commerce, industry and
government.

The objectives of the institute are to promote the

interests of public relations practitioners and enhance
the practice of public relations in the country.
https://iprm.org.my/about-us
Institute of Public Relations (IPRM)
 Institute of Public Relations Malaysia (IPRM)

IPRM represents the national public relations body of

Malaysia and has over 900 members, both individuals
and corporate.
IPRM is the only organization of its kind in Malaysia to
devote itself exclusively to the study and development
of best public relations practices.
IPRM has launched Malaysia’s first group of Accredited
Public Relations practitioners in 2005.
IPRM has stepped up its role in the training and
development of public relations practitioners both
from the public and the private sectors.
What is Public Relations (PR)?
What is Public Relations? 
 References
MAIN REFERENCES
 
1. Seitel, F.P. (2016). The Practice of Public Relations. 13th edition. New Jersey, NJ:
Prentice Hall – Pearson Higher Education Publication.
 
1. Guth, D.W. & Marsh, D. (2016). Public Relations: A Value Driven Approach. 6th edi-
tion. New Jersey, NJ: Allyn & Bacon - Pearson Higher Education Publication.
 
 
ADDITIONAL REFERENCES
 
1. Wilcox, D.H. & Cameron, G.T. (2014). Public Relations: Strategies & Tactics. 11th
edition. New Jersey, NJ: Allyn & Bacon - Pearson Higher Education Publication.
 
2. Wilcox, D.H. et. al. (2012). THINK Public Relations. New Jersey, NJ: Allyn & Bacon
- Pearson Higher Education Publication.
