In every industry, in every era, there comes a moment when the question shifts from what we do to why we do it. Public relations is no exception. What began as an exercise in spectacle and spin has matured, painfully, purposefully, into a practice rooted in trust, relationship, and responsibility. To truly understand this evolution, we must start with why public relations existed in the first place.
The ancient roots: influence without intention
Public relations, in its earliest forms, was not called public relations. It was called empire-building. It was called revolution. From Roman propaganda to Renaissance pamphlets, the seeds of shaping public opinion were sown without much thought to ethics or impact. The goal was simple: control the narrative. Whether through symbols of imperial grandeur or fiery rhetoric, early communicators knew that perception shaped power.
But there was no framework. No conscience. No why. It was persuasion without purpose, manipulation for gain.
Barnum and the spectacle: what over cause
Fast forward to the 19th century, and we find figures like P.T. Barnum, master of the circus and the story. Barnum didn’t invent PR, but he industrialised it. His tactics were brilliant, bold, and unapologetically self-serving. The goal? Attention. The method? Sensation.
In Barnum’s world, ‘truth’ was flexible, and public opinion was something to be exploited, not understood. His approach echoed the attitude of industrial titans like William Vanderbilt, who famously declared, “the public be damned.” This era of publicity, while effective, carried an expiration date. Because over time, people tire of being fooled.
Ivy Lee and the introduction of purpose
Then came a shift. Enter Ivy Lee, a man who didn’t just practice public relations; he defined its future. In 1906, he issued a ‘Declaration of Principles’, arguing that companies should provide truthful, transparent, and publicly accountable communication. For the first time, someone in PR asked the question: What is our responsibility to the public?
Lee understood that trust isn’t built by shouting louder; it’s built by listening better. He moved the profession from illusion to integrity. He taught us that when organisations communicate not just to sell but to serve, they build something far more powerful than profit: loyalty.
Bernays and the psychology of influence
At the same time, Edward Bernays, a nephew of Freud, introduced the psychological toolkit to public relations. He didn’t abandon influence, he refined it. But Bernays’ genius wasn’t in using psychology to manipulate. It was in showing that communication could move culture.
His campaign to encourage women to smoke in the 1920s was as controversial as it was clever. By linking cigarettes to liberation, glamour, and modern womanhood, he demonstrated how strategic messaging could change societal norms. It worked, but it also raised ethical questions that still echo today. This was a pivotal moment: PR had the power to shape beliefs. The question became: to what end?
From propaganda to principles: the British evolution
The UK was watching and learning. The British Ministry of Information in World War I institutionalised propaganda. By mid-century, PR agencies were emerging with increasing sophistication and influence. But even then, the tension remained: would PR be used to inform or influence? The answer, over time, began to lean toward professionalism. With the formation of the Public Relations Society of Great Britain in 1948 and the rise of ethical codes through organisations like the CIPR, the UK began redefining PR not as spin, but as strategy. As relationship-building. As leadership.
The models of meaning: Grunig, Hunt, and the growth of PR
By the 1980s, theorists like James Grunig and Todd Hunt crystallised PR’s growing complexity. They described the evolution of PR in phases, from press agentry (attention) to public information (accuracy), from one-way persuasion to two-way dialogue.
Their most powerful insight? That the most effective, ethical, and enduring form of public relations is the two-way symmetrical model, communication built on mutual understanding.
Grunig and Hunt’s work wasn’t just academic. It was visionary. It called on organisations to listen, not just broadcast. To serve, not just sell. To build relationships, not transactions. They warned against the temptation to ‘fool the public’, reminding us that deception is the enemy of trust, and without trust, no message lasts.
Technology and transparency: the new age of accountability
And then came the internet. Suddenly, communication was no longer controlled by the few. Audiences had power. They could respond, reject, or redefine the message in real time. PR professionals found themselves in a new world, one where speed, authenticity, and vulnerability were no longer optional. They were expected.
Digital technology didn’t just transform public relations. It democratised it. Social media, influencers, and real-time feedback loops forced brands to live their values or be exposed as hypocrites. PR was no longer about image management. It was about identity.
The emergence of relationship management
Today, the most forward-thinking PR professionals understand that their work is not just about managing perception. It’s about managing relationships. It’s about helping organisations live their purpose publicly and consistently. This is the new standard: public relations as trust leadership.
In today’s PR world, we don’t only measure success by media impressions, but by impression made. Not by reach, but by resonance. The best PR today is grounded in empathy, fuelled by values, and measured in the currency of trust.
The purpose of public relations
So why does public relations matter? Because communication shapes culture. Because trust builds loyalty. Because clarity drives confidence.
Public relations isn’t just a corporate function. It’s a human function. When done right, it bridges the gap between institutions and individuals, between purpose and public.
Public relations, at its best, is the voice of that why.
And that’s what makes it matter.
Rapport North 