EDWARD BERNAYS & PUBLIC RELATIONS

Edward Bernays is often called one of the founders of modern public relations. He was an Austrian-American PR practitioner who developed many ideas about using psychology and public opinion in communication.

Contribution of Edward Bernays

1. Professionalising PR: Bernays helped establish PR as a professional field rather than simply publicity. He believed organisations should understand public opinion and communicate strategically.

2. Use of Psychology: Bernays applied ideas from psychology and social science to PR. He believed that understanding people's attitudes and behaviour could help organisations communicate more effectively.

3. Importance of Public Opinion: He recognised that public opinion was extremely important. PR professionals needed to understand what people thought and develop communication accordingly.

4. Publicity Campaigns: Bernays conducted creative campaigns to influence public attitudes.

One famous example was the "Torches of Freedom" campaign, which promoted cigarette smoking among women by associating cigarettes with women's independence.

5. Books on PR His books helped develop PR theory. His important work "Crystallizing Public Opinion" (1923) explained the role of public relations in shaping public opinion. Another important book was "Propaganda" (1928).

6. Two-Way Understanding: Bernays emphasised the importance of understanding the public rather than simply sending messages.

Edward Bernays helped establish PR as a planned, research-based and professional activity. His work connected PR with psychology, public opinion and strategic communication.

HISTORY & GROWTH OF PUBLIC RELATIONS: INDIAN & GLOBAL CONTEXT

Public Relations (PR) is the process of creating and maintaining a positive relationship between an organisation and its publics. PR involves communication with employees, customers, media, government, investors and the general public.

PR has existed in some form for centuries, but it developed as a professional field mainly during the 20th century.

A. Evolution of PR in the Global Context

1. Early Period: Even in ancient times, rulers and governments used communication to influence public opinion.

Kings used Public announcements, Symbols and monuments, Speeches, Festivals, Messages to create a favourable image among people.

2. Growth of Newspapers: The development of newspapers provided organisations and governments with a new way to communicate with large audiences.

Businesses began using newspapers to Promote products, Share information, Build reputation

3. Development in the 19th Century: The Industrial Revolution resulted in the growth of large businesses. Companies needed to communicate with customers, employees and the public.

Press agents and publicity professionals became increasingly important.

4. Professional PR in the 20th Century: During the early 20th century, PR became more organised and professional. Two important figures were Ivy Lee and Edward Bernays  They helped establish PR as a professional practice.

5. Growth of Modern PR: After World War II, PR expanded rapidly because of:

• Growth of mass media
• Radio and television
• Large corporations
• Government communication
• Advertising
• International business

Today PR uses:

• Newspapers
• Television
• Websites
• Social media
• Events
• Influencer communication
• Digital campaigns

B. Evolution of PR in India

PR in India also has a long history.

1. Traditional Indian Communication: In ancient India, rulers communicated with citizens through royal announcements, inscriptions, messengers and public gatherings. The inscriptions of Emperor Ashoka are an important example of communication between the ruler and people.

2. Growth During British Rule: During British rule, newspapers and other forms of communication became important. The British government used publicity and information services to communicate government policies. The Indian freedom movement also used newspapers, speeches and public meetings to influence public opinion.

3. Development After Independence: After 1947, PR became important for government communication and nation-building. The government needed to communicate information about Development programmes, Agriculture, Health, Education, National campaigns, Government schemes

The Press Information Bureau (PIB) became an important government communication organisation.

4. Growth of Corporate PR: With the growth of industries and private businesses, companies began developing their own PR departments. After the 1991 economic reforms, private companies and multinational corporations increased their PR activities.

5. Digital PR Today Indian PR uses Social media, Websites, Blogs, Online news, Influencers, Digital campaigns, Podcasts, Online events. PR has therefore moved from mainly press publicity to integrated communication.

IMPACT OF DIGITAL AND NEW MEDIA ON LEGACY MEDIA

Legacy media refers to traditional forms of mass media such as Newspapers, Magazines, Radio, Television. The growth of digital and new media has changed the way these traditional media operate. 

A. Impact on Newspapers

Newspapers have moved from being only print publications to becoming digital news organisations.

They now provide:

• E-papers
• News websites
• Mobile apps
• Social media updates
• Online videos
• Podcasts

Earlier, readers waited for the next day's newspaper. Today, they can receive news immediately on their smartphones.

B. Impact on Television

Television faces competition from online video and streaming platforms.

Earlier: Fixed programme time → Viewer watches

Today: Viewer chooses → Watches anytime

Television channels have therefore developed:

• Websites
• Mobile applications
• YouTube channels
• Digital news platforms

C. Impact on Radio

Radio has also entered the digital environment.

Traditional radio is now supported by:

• Internet radio
• Podcasts
• Online streaming
• Digital audio platforms

Listeners can access programmes even after their original broadcast.

D. Impact on Journalism

Digital media has changed the work of journalists. Earlier, journalists mainly wrote newspaper or magazine articles.

Today, journalists may have to:

• Write articles
• Take photographs
• Shoot videos
• Record audio
• Create social media posts
• Update websites

This has created the multimedia journalist.

E. Change in Audience

Earlier, audiences were mainly passive consumers.

For example: Television → Viewer

Today, audiences can: Watch → Comment → Share → Create → Review

Therefore, the audience has become an active participant.

F. Faster News

Digital media allows news organisations to provide updates throughout the day.

A newspaper can publish breaking news on its website immediately rather than waiting for the next morning's printed edition.

G. Greater Competition

Traditional media now compete with:

• Social media
• News websites
• YouTube
• Podcasts
• Streaming platforms
• Independent digital creators

This has increased competition for audiences and advertising revenue.

H. Personalised Content

Traditional media generally provided the same content to everyone.

Digital platforms can provide personalised content based on users' interests and online behaviour. For example, two people may see different news recommendations on the same digital platform.

 

 Digital and new media have not completely destroyed legacy media. Instead, they have forced traditional media to adapt.Newspapers have developed e-papers and websites, television channels have moved online, and radio has adopted podcasts and streaming. Therefore, the relationship between legacy and new media is one of competition as well as adaptation and convergence.

IMPACT OF SOCIAL MEDIA ON COMMUNICATION

Social media has brought a major change in the way people communicate. Traditional mass media generally followed a one-to-many model, while social media allows many-to-many communication.

Traditional Media: Newspaper → Reader

Social Media: User ↔ User ↔ Organisation ↔ Audience

Positive Impact

1. Faster Communication: Information can reach thousands of people within seconds.

2. Global Communication: People can communicate with others across countries and continents.

3. Greater Participation: Users can express their opinions through Posts, Comments, Videos, Polls, Live sessions, etc.

4. Citizen Journalism: Ordinary people can report events using smartphones.

Example: A person witnessing an accident can record a video and share it online.

5. Educational Communication: Teachers and students can use social media to share Notes, Videos, Announcements, Learning resources, etc.

6. Business Communication: Businesses use social media for Advertising, Customer interaction, Brand promotion, Product launches, Feedback

7. Political Communication: Political leaders and organisations can communicate directly with citizens.

 Negative Impact

1. Fake News: False information can spread rapidly.

2. Information Overload: People receive too much information and may find it difficult to identify important or reliable information.

3. Lack of Verification: People sometimes share information without checking whether it is true.

4. Cyberbullying: People may face online harassment and abuse.

5. Privacy Problems: Personal photographs and information can be misused.

6. Echo Chambers: People may mainly see information that supports their existing opinions.

Social media has made communication faster, more interactive and more democratic. However, users must be responsible and verify information before sharing it.

SOCIAL NETWORKING SITES

Social networking sites are online platforms that allow people to create profiles, connect with others, communicate and share content. They have become an important part of modern communication.

Examples: Some popular social networking platforms include Facebook, Instagram, YouTube, X, LinkedIn and Snapchat

Features of Social Networking Sites

1. Profile Creation: Users can create their own profiles with photographs, information and interests.

2. Connecting with Others: Users can connect with friends, family, colleagues and people with similar interests.

3. Content Sharing: Users can share Text, Photographs, Videos, Links, Stories

4. Instant Communication: Messages can be sent immediately through chats and direct messages.

5. Likes and Comments: Users can react to and comment on other people's content.

6. Online Communities: People with common interests can create groups and communities.

7. Live Communication: Many platforms allow users to conduct live video sessions and interact with audiences in real time.

 

Importance of Social Networking Sites

Social networking sites are used for:

• Personal communication
• Education
• Business
• Marketing
• Entertainment
• Political communication
• Public awareness
• News sharing

Example: During an important public event or natural disaster, people can use social media to share updates, photographs and information immediately.

Advantages

• Fast communication
• Global connectivity
• Easy sharing
• Greater public participation
• Low-cost communication
• Business promotion
• Educational opportunities

Disadvantages

• Fake news
• Cyberbullying
• Privacy problems
• Online addiction
• Trolling
• Information overload

Social networking sites have changed communication by making it instant, interactive and participatory. Today, people are both consumers and creators of content.

EMERGENCE OF WEB 2.0 & BEYOND

The development of the Internet took place in different stages. The early Internet is commonly called Web 1.0, while the more interactive Internet is called Web 2.0.

Web 1.0: Web 1.0 was mainly a read-only web. Users generally visited websites and read the information provided by website owners.

The communication was mainly: Website → User

There was very little opportunity for users to contribute content.

Web 2.0: Web 2.0 refers to the development of an interactive and participatory Internet.

Users could now Create content, Upload photographs, Make videos, Write blogs, Comment, Like, Share, Participate in online communities. The communication changed to: User ↔ Website ↔ Other Users

Examples of Web 2.0 – Facebook, YouTube, Wikipedia, Blogs, Instagram, X, Online discussion forums

For example, on YouTube, users do not simply watch videos. They can also create, upload, comment on and share videos.

Web 3.0 and Beyond: The Internet continues to develop. Web 3.0 is commonly associated with a more intelligent, connected and personalised web.

Modern developments include Artificial Intelligence, Machine Learning, Internet of Things, Virtual Reality, Augmented Reality, Blockchain, Voice assistants, Personalised recommendations

For example, digital platforms use algorithms to recommend videos, music or articles according to a user's interests.

Importance of Web 2.0: Web 2.0 changed the audience from a passive receiver to an active participant.

Earlier: Read → Receive

Today: Read → Create → Comment → Share → Participate

 

Web 2.0 made the Internet interactive, social and participatory. Its development has led to today's world of social media, mobile applications, AI-based platforms and other emerging digital technologies.

ADVENT OF INTERNET

The Internet is a worldwide network that connects computers, smartphones and other digital devices. It allows people to communicate, access information and share content from anywhere in the world.

The development of the Internet brought a major change in the history of mass communication. It made communication faster, cheaper, interactive and global.

Development of the Internet: The early development of the Internet can be traced to ARPANET, a network developed in the United States in the late 1960s. Later, the development of the World Wide Web (WWW) in the early 1990s made the Internet easier for ordinary people to use.

In India, public Internet services were introduced in 1995. Initially, Internet access was expensive and slow. Gradually, broadband, smartphones and affordable mobile data made the Internet accessible to millions of Indians.

Important Features of the Internet

1. Global Reach: The Internet allows people to communicate with people anywhere in the world.

2. Speed: Information can be sent and received within seconds.

3. Interactivity: Users can comment, respond, share and participate.

4. Multimedia: The Internet allows the use of text, photographs, audio, video and graphics.

5. Easy Access: Information can be accessed through computers, tablets and smartphones.

6. User Participation: Users are not only consumers of information but can also create and publish content.

Impact of the Internet” The Internet has changed:

• Communication
• Journalism
• Education
• Business
• Entertainment
• Advertising
• Banking
• Shopping

For example, a person can read a newspaper, watch a video, attend an online class and communicate with friends using the same smartphone.

The advent of the Internet changed mass communication from a traditional one-way system to a faster and more interactive system. It laid the foundation for Web 2.0, social media and today's digital media.