Public Relations Across the Globe

The Museum of Public Relations and the Global Alliance for Public Relations and Communication Management proudly announce a groundbreaking collaboration—the world’s inaugural online history of the Public Relations field.

Welcome to the “World’s First Online History of Public Relations,” an all-encompassing journey through the evolution and impact of public relations across diverse countries and cultures. Public relations, a dynamic field that has flourished over the decades, holds a pivotal role in shaping public perception, disseminating information, and nurturing communication between organizations, governments, and the public.

This web page offers a glimpse into the intricate global tapestry of public relations, spotlighting pivotal milestones, influential figures, and noteworthy events that have profoundly shaped this profession. Let’s embark on an enlightening voyage through time and space, delving into captivating stories that define PR practices across the globe.

—Justin Green, President & CEO, Global Alliance for Public Relations and Communication Management, Global Alliance

Africa (APRA)

A Histiography of the African Public Relations Association (APRA) 1975–2003

By Kabir Dangogo, Wole Adamolekun and Yomi Badejo-Okusanya.

The African Public Relations Association (APRA) is the organization that succeeded the Federation of African Public Relations Associations (FAPRA), which was founded in 1975 in Nairobi, Kenya. Three decades later, in March 2008, APRA was registered in Nigeria with similar goals and objectives. They include, but are not limited to:

To be the clearing house for public relations information in Africa
To set standards of public relations practice through its code of ethics.
To foster the establishment of national and sub-regional public relations associations so that the profession can flourish in the continent.
To promote African Unity and cooperation especially as a consultant body to the African Union and its various agencies.
To publish bulletins and journals on public relations in Africa.
To affiliate with all other similar international professional bodies.

These aims and objectives are complemented by the Codes of Professional Conduct approved by the Council. Apra also subscribes to the global professional Code of Ethics as enunciated by all Public Relations Associations and bodies.

APRA’s Growth

The Federation of African Public Relations was formed in June 1975 in the “Green City in the Sun” of Nairobi, Kenya. Since then, FAPRA/APRA has had a checkered history just as the public relations profession was a nascent calling at that time. Incidentally, the International Public Relations Association (IPRA) offered the platform from which FAPRA sprung during one of its meetings in Egypt when the African contingent felt there was a need to have a continental public relations body. The result was the 1975 maiden event in Nairobi, Kenya after which conferences were held in different locations. At that time FAPRA conferences were hosted by volunteer nations and this made the programme irregular as national governments were sometimes not forthcoming. Statistically, FAPRA/APRA conferences since inception have been hosted thus Nigeria (7), Kenya (5), Ghana (5), Uganda, Zimbabwe and Cot D’Ivoire (2 each) and South Africa, The Gambia, Senegal, Cameroun, Mauritius, Ethiopia, Botswana, Rwanda, Morocco, Tanzania and Zambia have all hosted once. Altogether, there have been 34 conferences in the 48 years of the existence of the Association.

These annual conferences, the Association's main professional plank, are supplemented on a regular basis by several other partnership programs in member countries. FAPRA also passed a motion in 1994 at its conference in Cote D'Ivoire to accept individual memberships in addition to corporate and national associations. As a result, the idea of expanding the association's membership base became a reality in 2004 at the Abuja conference in Nigeria, when about 50 individual members were admitted. The re-engineered African Public Relations Association now has five membership tiers: National Associations, Corporate, Senior, Associate, and Full Memberships.

In Kumasi, Ghana in 2008, the directive given by the Council in Kampala, Uganda in 2007 to register APRA as a corporate body in Nigeria was approved by the house. At the meeting, the logo and registration of the Association of African Public Relations Practitioners (AAPRP) with the corollary Trade Name African Public Relations Association (APRA) came into effect and would continue to exercise the aims and objectives earlier enunciated. The main objective of APRA, now remains “The attainment of the highest standard of professional practice of Public Relations in Africa.”

Governing Council

The Constitution (amended 2008) provides for the Executive Council– President, Vice President, Secretary General, IP President and IP SG. Also, the Governing Council-President, Vice President and Secretary General, Past Presidents, Past SGs, All Presidents of National Chapter Associations, Chairmen of Board Committees (Accreditation, Ethics & Professional Standards, Consultants Forum and Educators Forum) and Country Representatives (National Associations). The Council will be elected bi-annually and members can offer themselves for re-election. Each country would be expected to elect the leaders of their APRA Chapters through elections for which only paid-up Senior Member grades are eligible.

Currently, Yomi Badejo-Okusanya is the President and Chairperson of the APRA Executive Council, Robyn de Villiers, Vice President and Henry Rugamba, Secretary General. The past Presidents are Jesse Opembe (late), Bob Ogbuagu (late), Mohammed El Gohary, Nabanyin Pratt, Mike Okereke, Victor Nartey, Joseph Emmanuel Allotey-Pappoe (late), Kate Bapela and Peter Mutie. The past Secretary Generals are Kabir Dangogo, Wole Adamolekun, Yomi Badejo-Okusanya and Jane Gitau.

Funding

Funds of the Council are to be derived from subscriptions from the 6 membership categories as well as levies. Agreed annual subscription are as follow: National Associations ($500); Corporate Member ($500); Senior ($125); and Associate ($50). A $50 application fee is charged for new members. National Associations are required to endorse members’ applications and would be remitted 10% of dues from all their members by APRA. The decision is intended to ensure the viability and activity of National Associations in professional training and education. Joint Auditors are appointed on an annual or as-needed basis to audit the National Chapters' and APRA Secretariat's accounts.

In view of the vastness of areas covered by APRA and the varying idiosyncrasies of the individual countries, it was agreed that: The delegates’ Conference will serve as APRA’s Annual General Meeting or extraordinary meeting, which should be held at least once a year.

Distance, poor communication, and funding remain significant challenges for officials in carrying out their duties. Council meetings are difficult to hold, and members struggle to pay their annual subscriptions. To address their issues, innovative solutions have been developed. Just as they did at the start, the Executive Committee members continue to carry out their APRA responsibilities from their respective countries and personal resources, aided by technology.

The APRA logo represents Africa's five regions, and the concentric circles represent globalized communication, which is a way of projecting the diversity of memberships ready to galvanize support and respect for public relations on the continent and beyond.

APRA’s Milestones

Establishment – June 10, 1975 in Nairobi, Kenya
Corporate Registration – March 30, 2008, Abuja, Nigeria.

The main objectives of APRA were to set standards of public relations practice in Africa and to foster interaction and exchange of ideas among members and member nations.

The headquarters of FAPRA was located in Nairobi, Kenya (1975–2007) through its Ministry of Foreign Affairs. In June 2007 FAPRA was relocated to Abuja, Nigeria and was registered at the Corporate Affairs Commission as Association for African Public Relations Practitioners (AAPRP) and the Federal Ministry of Commerce and Industry Trade Name, African Public Relations Association (APRA).

Other activities of APRA include: pursuing a deliberate and planned drive to ensure that the various national governments accept public relations as a management function. Nigeria (1990) and Zambia (2022) have enacted an act of parliament to give effect to this desired outcome. Kenya and a few other countries are processing similar bills; Improve and strengthen relationships with other international organisations such as The International Public Relations Association (IPRA), Global Alliance for Public Relations and Communication Management (GA), Chattered Institute of Public Relations, UK (CIPR) and other regional bodies; Publish a Newsletter/Magazine to be called “APRA News”; Develop an Accreditation Certification System

Challenges

Membership is still an issue, which is why, in 2006, 2007, and 2008, APRA resolved that, while National Public Relations Associations/Societies and Institutes would remain members, four other tiers of membership would be accepted in order to grow APRA to become Africa's reference professional association for public relations. Professionalism and certification in the practice of public relations is a challenge that is currently receiving a lot of attention.

Professional Education Programmes:

APRA, as a professional body, aims to set standards for public relations practice on the continent, which can only be accomplished through continuous education, training, and retraining of its members at the national, regional, and continental levels. The enormous challenges confronting all aspects of human endeavours can only be met by arming spokespersons and managers at all levels with the most recent developments and best practices, allowing them to provide superior and result-oriented services to their organizations and clients. Based on this critical need, APRA began regular training programs in-between annual conferences in collaboration with national associations, member consulting/training firms, and other international professional bodies. This is intended to seize the initiative of providing expert and up-to-date knowledge-based training to our members in a cost-effective and appropriate setting. These Webinars, workshops, and seminars are expected to become a resource for all public relations professionals and communicators over time, as they will provide the most up-to-date information on work culture, ethical business practices, strategic stakeholder relationships, information technology capability, and experience sharing sessions.

The future is here…

APRA continues to identify with global developments, particularly continent-wide programs aimed at finding innovative solutions to merging challenges. APRA has worked hard to establish an accreditation system for its members. This effort, like the association's other professional education programs, is still in the works. APRA is determined to restructure the organization in order to better achieve the goals and objectives for which it was founded.

… setting standards for the practice of public relations in Africa

Argentina

The History of Public Relations in Argentina

Submitted by Mg. Carolina A. Carbone, Directora de la carrera de Relaciones Públicas e Institucionales Universidad de Belgrano

The history of Public Relations in Argentina could be divided into two great moments. Between the emergence of the nation after its independence from Spanish domination back in 1810 (when the discipline as we know it today was unknown) and the second one after the emergence of modern Public Relations at the beginning of the 20th century.

The first stage covers from the time of Argentine independence (1810) to the beginning of the 20th century and consisted in writing the first pages of the history of public relations. The activities of the discipline in those days had no systematic planning and were isolated actions that were not sustained in time.

Around 1831, the Governor of the Province of Buenos Aires, Juan Manuel de Rosas, donated land to the British residents as a way of approaching the community, which we consider a public relations action. The residents built the current Anglican Cathedral of San Juan Bautista (located at 282 25 de Mayo Street) on that land. We could consider this action as government relations with a public of interest. In turn, the British community residing in Argentina, which was mainly engaged in trade, during the blockade of the port of Buenos Aires by British and French ships from August 2, 1845 to August 31, 1850, used the media of the time, such as The British Packet, to pressure the authorities to lift the blockade of the Río de La Plata. This may have been one of the first cases of Public Affairs in the country.

At the end of the 19th century, Argentina was emerging as a country with a high growth potential. After the inauguration of President Bartolomé Mitre (1862), there was a significant influx of foreign investment, almost exclusively from British capital (Rapoport, 2000, p. 31). Railroads, utilities, meat packing plants, banks and industrial companies were owned by foreign capital. From 40 to 50% of all British investments outside Great Britain were in Argentina because the country had a rate of return higher than 10% per year. At the beginning of the 20th century, North American companies began to join.

For example, in 1914, Ford Motor Company was established in Argentina. First, it imported vehicles but from 1916, it began to import parts and assemble them in the country. We mention Ford's arrival in our country because throughout more than 100 years of history the company has been involved in various Public Relations activities and its Public Relations managers and directors have been pioneers in the professionalization of the discipline.

An interesting fact to take into account is that the boxes, in which all the vehicles arrived in the country, were donated to the neighbors of "La Boca" where the first Ford plant was installed. La Boca was characterized for being a port neighborhood with precarious houses that gave shelter to immigrants. Many of them were built with zinc sheets and wooden panels, painted with the leftover paint from the ships, which is why even today it is still a very colorful neighborhood. The Ford Model T has arrived from the United States in wooden crates three meters wide by three meters long. The donation of the boxes became the first act of community commitment of the company in our country.

Lorenzo Blanco (2009), who was a pioneer of Public Relations in Argentina and worked at Ford, said in an interview, "it was at that moment when the issues of Community Relations appeared. Ford began to implement a policy that had already begun in the United States, which at that time was going through the Great Depression. Faced with economic and unemployment problems, Ford began to do some work with the community under the name of Public Information, later Public Relations. In 1922, Ford had a special office for these matters, which was directed by (...) Pedro Parapugna (supervisor of the Public Affairs office) a good person, very nice and polite, who was in charge of donations. Shell also had a very important Public Relations office. Standard Oil edited a magazine called "Farol", a first level media that won world prizes for its quality; a public relations professional named Mardoqueo Torres (Universidad de Palermo, 2009, p. 35-43) edited it.

In 1919, the first meeting of all the dealers and representatives of the brand in the country took place. The convention lasted three days and was published in the magazine of the Automóvil Club Argentino. In addition to the publication of a photograph of all the representatives of the brand, the text reads: "The Ford Motor Company of Buenos Aires annually gathers all the agents and representatives of the firm inside, preparing a set of festivities that last three days. During that time, business conferences are held, learning every new sales method and detail that the firm explains to make the work of agents and salesmen more effective, and produce the greatest satisfaction to the public that uses these vehicles." The headline of the article read, "Agents' meeting and business conference at the Buenos Aires Plaza Hotel" (Ford, 90 years in Argentina, 2004, p. 8). The organization of events and the diffusion of activities in the press are other actions of Ford Public Relations in its first years in the country.

After several decades of predominance of foreign companies in Argentina, the national government began to take protectionist measures for the incipient national industry. In 1923, during the presidency of M. T. Alvear, a significant increase in customs duties was introduced to benefit local executives, but this measure was annulled after Congress rejected it. In this period, only a part of the import of industrial machinery and tools was benefited, although in many cases, the same did not happen with the goods that these machines could potentially produce.

For one of the pioneers of the profession, Héctor Chaponik, creator of the Guide to Public Relations in Argentina, the first stage (1900-1950) of the performance of the activity was characterized "by capable and enthusiastic men, whose training was the result of the exercise of duty, even if they had been trained abroad" (Barresi, 1999). Among these men was Lorenzo Blanco, whose teacher was Peter Parapugna, Ford's Public Communication Manager. This company was the first to have a Public Relations department in the country (CONFIARP, 2004). Years later, Blanco would occupy the same position, making a successful career within the company that led him to occupy the position of Manager Assistant to the President. At that time, according to Joan Elías (1990) "There was no genuine understanding of the role". According to Barresi (1999), there was a notable lack of a specific vocabulary for the profession, which contributed to confusion in its delimitation. Blanco was educated in the United States and studied Public Relations at Wayne State University. Upon his return to the country, a new scenario had begun. The 1950s is considered the turning point in the history of Public Relations in Argentina. The first steps towards professionalization were taken.

From the second half of the 20th century onwards, the foundations of the foundational phase of Public Relations professionals would be laid, which is why we could also call it the systematic stage. According to Sanz de la Tajada, L. A. (1996) systematic actions are those that are planned and carried out in a deliberate and planned manner.

This second stage began formally on June 25, 1958, when a group of executives from the field, who worked in leading companies and institutions (among them the Public Relations Manager of Ford), founded the Argentine Association of Public Relations (AARP). Which turned out to be the first professional entity that carried out an extensive work trying to classify the field, disseminating the technical standards and their respective scopes, at the service of every entity and establishing the managerial position that Public Relations had already conquered in important organizations in our country. As Professor Julio César Pereira Parodi (2001) recalls, this association was also a founding member of the Inter-American Federation of Public Relations Associations (FIARP), which later grew organizationally in the American continent and became the current Inter-American Confederation of Public Relations (CONFIARP).

On July 7, 1961, the Círculo Argentino de Profesionales de las Relaciones Públicas (Argentine Circle of Public Relations Professionals) was founded as a spin-off of the original and founding Association as a result of a new wave of ideas regarding the professional organization of public relations. Shortly thereafter, the School of Public Relations was created -with three annual cycles-, which had the particularity of having teachers with special experience who actively held positions in public and private companies and institutions. The Argentine Circle of Public Relations Professionals sponsored the first Congress of the profession in 1962. Likewise, in 1964, the Universidad Argentina de la Empresa (UADE) included the Public Relations career in the Faculty of Law and Social Sciences, with the extension of the degree in the subject, which represented the first significant step in the training of Argentine Public Relations professionals. It was soon copied by several national public and private universities in many parts of the country. Subsequently, other professional groups were formed, such as the Center for International Public Relations (CERPI). (Pereira Parodi, op. cit.).

On February 24, 1965, the College of Public Relations Graduates was also founded. This professional institution was formed on the basis of the graduates of the School of the Circle of Professionals in Public Relations and its purpose was to bring together all the graduate specialists with a proven track record in the professional practice by providing a license plate. In addition, it contributing to the efforts of the professional entities involved in order to achieve the enactment of a law regulating the professional practice and to organize the activity definitively, an objective that had already been achieved in Brazil and Panama.

The profession continued to grow steadily, and in a few years, the number of colleges and universities where the profession is taught doubled. In 1989, the Argentine Public Relations Professional Council was founded, which went from having less than a hundred members and almost no companies, to the almost 600 professionals, academics, PR agencies, students and young professionals that make up its current membership. The Professional Council acquired an international profile by joining the Global Alliance for Public Relations and Communication Management. Some of the most important activities currently carried out are the organization of the National Meeting of Students and Young Professionals, the Solidarity Marathon and the International Conference, among others.

References

Barresi, Mariana (1999) Apuntes sobre Historia y Evolución de las RR.PP. en Argentina y en USA, publicación institucional del Consejo Profesional de Relaciones Públicas. Buenos Aires, Argentina.
Blanco, Lorenzo (2000) El planeamiento. La práctica de las relaciones publicas Ediciones Ugerman, Buenos Aires, Argentina.
Confederación Interamericana de Relaciones Públicas (2004) Consolidando las Relaciones Públicas en América Latina. Primer Documento Histórico. Buenos Aires, Argentina.
Elías, Joan (1990) Modelos sobre Relaciones Públicas Editorial Vicens Vives, Barcelona, España.
Ford Argentina (2003) Ford, 90 años en la Argentina ed. Ford Argentina SCA. Buenos Aires, Argentina.
Pereira Parodi, Julio (2001) Historia de las Relaciones Públicas Recuperado de: http://www.rrppnet.com.ar/historiadelasrelacionespublicas-2.htm
Rapoport, Mario y colaboradores (2000) Historia económica, política y social de la Argentina (1880–2000) Ediciones Macchi, Buenos Aires, Argentina.
Sanz de la Tajada, L. A. (1996) Auditoría de la imagen de empresa. Metodos y tecnicas de estudio de la imagen. Editorial Síntesis, S.A.
Universidad de Palermo (2009) Lattuada, Paola Entrevista a Lorenzo Blanco en Radiografía: proyecciones y desafíos en Cuadernos del Centro de Estudios de Diseño y Comunicación No. 28, Año IX, Vol. 28, Buenos Aires, Argentina.

Bangladesh

History of Public Relations in Bangladesh

Submitted by Jude William Genilo, Ph.D., Professor and Head, University of Liberal Arts Bangladesh, Bangladesh

Bangladesh is a nation situated on the Ganges river (Padma) delta on the Bay of Bengal in South Asia. It is surrounded by India (in the west, north and east) and has a border with Myanmar in the southeast. The southern part of the country opens up to the Bay of Bengal. With a population of 165 million (Population and Housing Census 2022) and a territory of 147,570 square kilometers (55,598 square miles), it is the world's most densely populated country. The major religion is Islam (90 percent); followed by Hinduism (9 percent). Other religious groups in Bangladesh include Buddhists, Christians and Animists.

During the colonial era, the British established a publicity department, which acted as a propaganda machine that disseminated information about government initiatives throughout the Indian subcontinent. It was first called the Central Publicity Board of the government of India but as renamed as the Central Board of Information in 1921 and as the Directorate of Public Instruction in 1923. In 1931, it became known as the Directorate of Information and Broadcasting. In the 1930s and 1940s, the department preferred certain forms of media when publicizing initiatives; posters and microphones were considered the most effective tools in reaching a wide section of the publication. During World War II, weekly newspapers became another publicity tool. The British government also created the War Purposes Exhibition Unit and the Central Bureau of Public Information. These entities produced information films about India and sought to influence public in favour of the British monarchy.

After the partition, in 1947, Bangladesh became part of Pakistan and was referred to as East Pakistan. The Pakistani government used PR programs through radio, field publicity, film division and press information offices under the Ministry of Information Broadcasting. The government subsequently formed the Central Information Services (CIS), which was run by a cadre of officers and PR professionals to undertake PR work for the central government’s various ministries and organizations. The Bangladesh Civil Service (Information) cadre was created at the same time, and composed of Pakistani CIS officers and officials at the Ministry of Information and Broadcasting. Cadres were recruited regularly through civil service examinations. After a three-month professional course, they were given PR responsibilities in government organizations. The government promoted PR vigorously during the Pakistan era. Given that the country was relatively new and under developed, its leaders believed that a robust information department would create mass awareness about its achievements. PR authorities informed the public about its initiatives to develop the water and power sector. At that time in East Pakistan, only 100 megawatts of electricity were produced. In addition to utilities, PR was introduced in the agriculture, industry and air travel sectors.

Aside from producing propaganda materials, PR professionals were utilized to nurture relationships between institutions and clients. Corporations utilized PR to organize conspicuous events, such as banquets and feasts for visiting Very Important Person (VIPs). PR was simply a label, brand or status symbol. Given such history, prominent practitioners consider PR in Bangladesh a post-World War II phenomenon. It was the result of the need felt by handful of management people for establishing a rapport with the public and boosting the public image of and organization. There was a government department called the Publicity Department, which was more or less a propaganda-oriented establishment.

After Bangladesh gained Independence in 1971, the Bangladeshi government instructed various departments and ministries to launch PR programs by utilizing media resources. These departments and ministries informed the public of the government plans, programs, activities, and policies; along with their success and failures, which were intended to attract popular support. The preferred mediums included electronic media, traditional media and word-of-mouth. At that time, most people, including urban communities, lacked adequate access to newspapers, magazines, and other forms of print media. In 1979, 96 practitioners formed the Bangladesh Public Relations Association (BPRA) in recognition of the urgent need to monitor and improve PR professionalism. BPRA’s journey officially began on 22 July, 1979, when its first National Conference was held in Dhaka. Along with many influential Bangladeshi PR professionals, the President of International Public Relations Associations (IPRA) Sanath Lahiri attended the conference as a special guest. The IPRA ‘Code of Athens’ (international code of ethics) and ‘Code of Conduct’ were adopted, with the expectation that both would be adhered to by every practitioner. After its birth, the association was accredited by IPRA without delay. In addition to participating in the ninth of twelfth IPRA World Congress and various international conference, the association organized diverse events that PR practitioners from different countries were invited to attend.

PR practice during the 1970s mostly followed the transmission communication model-sender-message channel-receiver and effect. Practitioners defined the field as an art of persuasion, undertaken, on a sustainable basis to influence public opinion. The desired result was a favourable image of the institution involved. The objectives of PR are to attract public attention, to win belief and to impart understanding through media, such as newspapers, radio and television’. Practitioners in the country were divided as to whether PR should simply ‘tell the public’ (one-way-communication) or whether PR should receive ‘feedback’ from the public (two-way communication).

In the 1980s, practitioners were concerned about the social role of PR; to develop mutual understanding between an organization and the public, and believed it was necessary for the profession to be recognized. They saw Bangladesh as a country where poverty, disease, malnutrition and ignorance rule supreme, the function of a communicator must primarily benefit the people. Changes that take place in the society should be taken into account. Nation-building is therefore a primary requirement and the need to alert the public information and public relations personnel to the national communication system is most important. Practitioners resented top management associating PR with propaganda, publicity and advertising. To remedy this situation, practitioners started calling for a management-oriented approach. PR must be planned very carefully. It should de-emphasize the casual and accidental approach and accentuate overt activities formulated on a set of assumptions and goals. Public relations plans are to be made with its objectives constantly in mind.

In December 1982, the Government of Bangladesh issued D.O. (Demi Order) No. 210/82 Secy/IF Dt./9/12/1982, recognizing PR as a ‘Specialized’ profession and categorizing PR professionals as ‘Specialist’. The D.O also provided guidelines for the appreciation of PR practitioners in the government, as well as assuring them that facilities would be available. The guidelines covered recruitment, participation in management, training, remuneration and ethics.

Judging by the views of prominent practitioners, it appeared that the field matured in the 1990s. PR practice leant towards mutual understanding. PR was promoted as a management philosophy, while advocating a stakeholder approach and, from the 1990s onwards, the use of Information and Communication Technology (ICTs). Given the expansion of ICTs in Bangladesh, practitioners in 1990s favoured the use of advanced technology. Developments in ICTs have provided an opportunity to Bangladesh to access global information with low investment. The many problems regarding ICTs in Bangladesh included low internet connectivity, a lack of trained manpower, the absence of resources such as learning materials at training institutions, a lack of copyright protection for software, the non-availability of access to government information and lack of access to the Internet for students, teachers and researchers.

Given the need to pursue more progressive PR approaches and the advancements of ICTs, practitioners expressed concerns regarding training and educational facilities in Bangladesh. At that time, arrangements for developing the skills of public relations practitioners are almost nonexistent. There is no professional institute for in-service PR training. Whatever little they do in their career is learnt through the laborious process of trial and error. They remain totally uninformed about the latest trends and techniques in the field of public relations.’ The University of Dhaka first introduced a PR course as a part of its journalism program. By introducing an elective course in its graduate program in the late 1960s and undergraduate program in 1977, the university provided some education and training for PR professionals in the country. In 1980, the Institute of Mass Communication started providing training to information cadre officials, producer-technician of broadcast agencies and PR practitioners. In 2000, the Press Institute of Bangladesh (PIB) established a post-graduate diploma in Journalism and Mass Communication, which include modules on public relations.

By the close of the decade, PR in Bangladesh was in a paradoxical state. Practitioners expected a greater role in management decision-making, yet lacked the necessary knowledge, attitudes, and skills, which was due to the scarcity of educational facilities. To make matters worse, advancements in ICT and failures of past PR approaches spurred the view of PR as a philosophy of management. In the 2010s, however, PR in Bangladesh was increasingly recognized as an important dimension of government business. PR was not solely practiced in government institutions and multinationals corporations, but in other organization as well. Large and medium-scale businesses and non-government organizations (NGOs) established PR departments, commissioned PR consultants and/or engaged PR activity. PR consulting firms have started cropping-up Concito PR, Masthead PR, Forethought PR and Impact PR were the pioneers. Aside from these, there are agencies that specialize in media monitoring and many advertising agencies in Dhaka engage in PR work.

**Representatives from various agencies contemplate about the future of PR in Bangladesh in a forum held on November 2011.**

To meet the demand for well-rounded PR practitioners, the non-profit Bangladesh Institute of Journalism and Electronic Media (BIJEM) was established in 2003 to provide education and training through short term certificate courses on journalism, mass communication, public relations and ICTs. In 2011, the University of Liberal Arts Bangladesh or ULAB (a private university) started offering a study concentration (not just one course) in public relations. The concentration includes courses in Strategic PR, advertising, media relations, PR campaigns, PR research, speech writing and public speaking, intercultural and interpersonal communication and created private media. In 2021, ULAB’s Media Studies and Journalism Department, which offers the PR study concentration, was accredited by the Swiss-based Global Alliance for Public Relations and Communication Management (GA).

PR has come a long way in Bangladesh – from being a mere tool for propaganda to eliciting public feedback; from being a form of two-way communication to becoming a management function; from being recognized as a profession to transcending into a management philosophy and from having one elective course as training to developing a full-blown internationally accredited undergraduate program study concentration.

Brazil

Brazilian International Public Relations: The Role of Aberje

Submitted. by Paulo Nassar (Full Professor of the School of Communications and Arts of the University of Sao Paulo. Coordinator of GENN – Study Group of New Narratives of ECA-USP. CEO of Aberje - Brazilian Association for Business Communication) and Gisele Pereira de Souza (M.A. in Information Science from ECA/USP. Undergraduate in Librarianship. Coordinator of the Memory and Reference Center of Aberje - Brazilian Association for Business Communication.)

Throughout its history, Aberje has stood out as a critical protagonist in expanding knowledge and research on communication and relationships in fields strongly linked to Organizational Communication and Public Relations. To show these interconnections of communication and relationships in the actions and thinking of Aberje - and build a timeframe for them - we highlight here some pioneering fields that relied on unique organic action by the association, following a chronology:

**Cover first edition of BR.pr, launched in 2011.**

Since the 1960s and 1970s, Aberje has promoted—in its interface with Journalism and Public Relations—a series of conventions, courses, and training activities, as well as international relationship actions with foreign associations and universities, aimed at improving thinking and the quality and effectiveness of business publications;
Since the 1960s and 1970s, Aberje has promoted - in its connections with Business and Economics - numerous actions on the thought of human relations as guiding stories for business publications;
Since the 1980s and 1990s, Aberje has promoted several initiatives in its interface with Communication and Political Sciences aimed at discussing the role of the companies’ communication efforts during Brazil’s democratic transition (1985), and also their role in productive restructuring and internationalization, the environment, lobby activities and government relations, human relations, and relations with the press, among other themes;
From the 1990s, 2000s, 2010s and 2020s, Aberje—in addition to the numerous themes developed since its foundation in the 1960s—has worked more emphatically on themes related to narratology, diversity, mobility, climate change, internationalization, and the development of the new technologies, as featured in the collections of magazines “Valor Setorial Comunicação Corporativa” (2008), “Revista Comunicação Empresarial” (1987), “Revista MSG” (2008), “Revista BR.pr” (first global publication of the Brazilian Organizational Communication) and “Boletim BR.pr” newsletter (2016), as well the collection of the award-winning cases of the Aberje Award, the “FalAcao” e “Na Ordem do Dia” (NOD) podcasts, and an extensive list of scientific papers produced by Aberje, especially since the 2000s. As a source of content developed by Aberje, the Aberje Portal (Aberje institutional and informative website provides content and discloses initiatives of the association and its members. Available at https://www.aberje.com.br) has been an open source of consultation since 1996, in addition to its Memory and Reference Center (Centro de Memoria e Referencia, or CMR Aberje) that, since 2007, is the only information system specialized in Business Communication in Latin America.

Since 2010, these publications and content promoting ideas and actions of international Public Relations are supported by the Brazilian Corporate Communications Day meetings. The conference is a global initiative of Aberje launched in New York, and later held in 17 editions in Berlin, Bogota, Buenos Aires, Detroit, Lima, Lisbon, London, Milan, Mumbai, New York, Paris, and Santiago de Chile. Most of these places were chosen for their city and country's economic and cultural relations with Brazil and the impacts of such ties in Organizational Communication and Public Relations.

In 2012 the director general of Aberje, Prof. doctor Paulo Nassar, received the Atlas Award Lifetime Achievement International Public Relations, granted by the Public Relations Society of America (PRSA). The award recognizes individuals who have made outstanding contributions to the practice and profession of public relations on a global scale.

Aberje and International Public Relations

**Paulo Nassar (CEO Aberje), receiving the Atlas Award Lifetime Achievement International Public Relations, 2012.**

In the 1960s and 1970s, Aberje sought to respond to the organizational and communication policy guidelines produced in major global companies headquartered in the US and Europe with subsidiaries in Brazil. The international clashes between the Western World - represented by the United States and Europe - and the Soviet Union imposed the challenge of legitimizing multinational companies' activities in so-called underdeveloped countries. In this context, organizations faced the opposition of those who saw them as explorers of natural resources and cheap labor. The legitimation of companies and institutions is a theme rooted in the history of Communication and Public Relations. In the US, the great entrepreneurs of the second half of the 19 and early 20 centuries were forced to think and scale their businesses, considering how they were perceived by audiences such as employees, surrounding communities, unions, and the press, among other stakeholders. As these companies expanded beyond their original territories, this challenge gained an international dimension. In Brazil, the legitimization of the activities of Canadian Light resulted in the creation of a Public Relations Department in 1918, similar to what happened abroad. While clashing with the narratives of local opponents of Light's activity, one of the company's founders, Alexander Mackenzie, became the founding myth of Brazilian public relations (Flyyn; Nassar, 2017). In the historical contexts described - and from the Public Relations literature records—the search for legitimacy in other countries, societies, and foreign markets required extreme sensitivity to public opinion and exceptional attention to cultural, religious, political, and legal differences and similarities (Newson; Turk; Kuckeberg, 2004). In Brazil in the 1960s and 1970s —a historical period of intensive industrialization - the importance of these multinationals that settled in the country in communicating daily with Brazilian society, and reporting the benefits of their activities in the country, became even more evident.

The need to develop effective communication in Brazil with employees and society - inspired by the work of European and US companies - is one of the reasons for Aberje's founding by a group of primarily foreign companies. Communication was based on the dialogue between managers and employees, carried out by direct conversation within the manufacturing sectors and featured in print media - newsletters, newspapers, and magazines. This work's effectiveness was highly dependent on workforce literacy - although Brazilian subsidiaries lacked educational data, unlike the US and European contexts.

From the 1950s, the International Public Relations action to legitimize the activities of the multinational companies took place from outside to inside Brazil, following the policies, plans, and tactics designed in the headquarters of foreign companies. The effectiveness of this effort has undergone a complete professionalization of the business communication activity. One of its primary conditions was the organization of the associative activity, as described below.

Aberje has established a policy and institutional actions aimed at insertion as an institution in the global scenario. Its main objectives are establishing cooperative relations with associative institutions, universities, researchers, and renowned professionals in Communication, Public Relations, and their interfaces abroad. From 1997, at Aberje's invitation, some of the professionals who visited Brazil to conduct workshops and courses and participate in meetings organized by the association include Abraham Nosnik (Mexico); Cees van Riel (Netherlands); Javier Puig and Joan Costa (Spain); Paul Tompson (England); Maria Russel (US); Gianni Vattimo, David Ravassi and Stefano Rolando (Italy); Victor Baltasar (Portugal); and Pierre Lévy and Terry Flynn (Canada). This tree of relational actions has produced substantial branches, such as the agreement with the University of Syracuse in the United States. The alliance created in 2006 the International Business Communication Course, with classes in Sao Paulo and New York. That contributed to the international training of more than 250 communication leaders in leading companies operating in Brazil.

Among the fruit of Aberje's international action, we also highlight: a) Integrating Aberje into the board or associative life of organizations such as the Global Alliance for Public Relations and Communication, Fundacom, and the Arthur Page Society. Nowadays, Aberje coordinates the Global Alliance's actions for Latin America; b) Implementing since 2015 a program to welcome researchers from other countries focused on Communication and Public Relations developed in Brazil. The program received as visitors Professors Terry Flynn (McMaster University, Canada) and Beatriz Garcia (University of Liverpool, England); and c) Creating in 2009 the International Aberje Award, which awards annually, initially in the North American context, the best paper focused on Brazil and Latin America.

Aberje's purpose to contribute, since 1967, to the dignity of Brazilian Organizational Communication and Public Relations on the international stage is based on its past achievements and expressed clearly in its current set of ideas, highlighted in its updated vision of working to be "a global reference think tank in Communication and Relationship."

References

Flynn, T., Nassar, P. & Furlanetto, M. (2015). Electrifying Public Relations: How a Canadian Company Created Brazil? First Corporate Public Relations Department. In Bournemouth University (Eds.) International History Of Public Relations Conference, The Proceedings of the International History Of Public Relations Conference 2015. pp.72-73. Bournemouth.
Nassar, P., Farias, L. A. B. & Furlanetto, M.. (2014). Brazil. In: Tom Watson. (Org.). (2014) Latin American and Caribbean Perspectives on the Development of Public Relations: Other Voices (National Perspectives on the Development of Public Relations). (pp. 17-29). Hampshire: Palgrave Pivot.
Newsom, D., Turk, J., & Kruckeberg, D. (2004). This is PR: The realities of public relations. Belmont, USA: Wadsworth/Thompsom Learning.

Britain (CIPR)

Britain: Chartered Institute of Public Relations (CIPR)

Submitted by CIPR President Steve Shepperson-Smith Chart. PR, FCIPR

THE EMERGENCE OF A PROFESSION

The story begins when public relations in Britain really took off at the outbreak of the First World War in 1914.

The War Propaganda Bureau was founded one hundred years ago this year. Two years later the Home Office set up an information bureau, followed by the Department of Information.

The role of government as a provider of information was driven by war-time necessity. Government stepped back in peacetime.

Other organisations began to pick up the role – such as the Empire Marketing Board. This is where Sir Stephen Tallents, a civil servant and public relations expert first appears.

Sir Stephen would later become the first President of the CIPR. He recruited artists, filmmakers and publicity experts to make the aims of the Board “come alive” in the minds of the public.

Practitioners also emerged in the private sector – for example Sir John Elliot was appointed Director of Public Relations for Southern Railways in 1925.

Around the same time Sir Basil Clarke, the subject of an excellent biography by CIPR member Richard Evans, established Editorial Services, an early public relations consultancy.

BETWEEN THE WARS

At the outbreak of World War Two the names of people that would shape the IPR at birth emerge: R. S. Forman who worked in the public relations department of London Press Exchange in the late 1930s; Alan Hess in the motor trade; Tom Fife-Clark at the Ministry of Health; Tim Traverse-Healy at Aims of Industry; and Alan Campbell-Johnson with Lord Mountbatten in India.

Also, and critically for the IPR, around this time a greater number of practitioners were employed in Local Government.

Although the Ministry of Information was disbanded after the war, enough had been done to grow the number of people in public relations for the conditions for a professional institute to be a serious consideration.

THE FORMATION OF THE IPR

The IPR was founded at St Bride’s, Fleet Street, in 1948. Its foundation was proposed by Kenneth Day who worked for Erith Borough Council.

He and others assembled Local Authority practitioners to discuss the idea. The group was later designated as the first members of the Council.

The early objectives of the IPR began to take shape at the meetings of this group.

It was recorded that “The formation of an association was desirable to assist in the establishment of satisfactory status, recruitment and training of future public relations officers, safeguarding service conditions, formulating scales of salaries, pooling of knowledge, disseminating information and generally developing techniques of public relations work.”

The group saw the benefit of an association with a wider membership than local government and approached Sir Stephen Tallents, by now a leading figure in the profession, to see if he would be willing to bring in a group of wider practitioners from industry and central government.

The group agreed that the principle of an association was desirable and as the group widened it defined public relations practice as, I quote:

“[…] the deliberate, planned and sustained effort to establish and maintain, by conveying information and by all other suitable means, mutual understanding and good relations between a […] statutory authority, government department, profession or other body or group and the community at large.”

UNEASY RELATIONSHIPS WITH THE MEDIA

Relationships between public relations and the media have a history of being uneasy.

The News Review, a leading print title of the day, was sceptical about the value of this development. In an article entitled “The Tentacles of the [Public Relations Officer]”, of the early definition it said:

“This turgid description represented the combined efforts of 16 [public relations officers] who for nine months have spent their spare time writing a constitution for an Institute of Public Relations.

The article records the suggestion of Arthur Christiansen, editor of The Daily Mail:

“[Public relations officers] are people who get between newspapers and experts and prevent the newspapers from gathering impartial information.”

And Bert Gunn, editor of The London Evening Standard went further:

“[They] are an obstacle to the journalistic profession. I hate them. If I had my way I would do away with the lot.”

The BBC’s Economics editor Robert Peston, who said much the same recently, but with a lot more wind than Bert Gunn, would be delighted to know his comments about “enemy PRs” have heritage.

A THRIVING ORGANISATION: THE FIRST 25-YEARS

Nevertheless, in a relatively short period the group came together to establish a profession and offered the first idea of a definition to set out its scope.

Sam Black, writing of the IPR’s first 25 years, in which it grew from 125 to 3,000 members, said:

“In 1948 public relations was synonymous with the ‘gin and tonic man’ and with ‘whitewash’.

“To dispel this false image and to advance our young profession to maturity was the formidable task facing early Council members.”

Not quite dispelling that myth, he went on to describe the early IPR as a sociable place, with regular lunches at which luminaries from politics and industry would speak.

Nonetheless, looking at the minutes of the first annual conference of the IPR, in September 1948, the concerns of the early profession are very evident:

Under any other business, E. A. Young of Wimbledon Corporation and E. Watson-Keighley of Woolwich Corporation called on the Council to consider a long-term policy for training and urged the setting up of an examination in public relations for student members.

Tim Traverse-Healy suggested the Council should commission a textbook on the definition of public relations and broaden its outlook by linking with the International Institute of Public Relations.

LEARNING AND DEVELOPMENT

In the early days, education took the form of weekend conferences and technical schools. The first Local Government Group technical weekend school was held at Pendley Manor, Tring, in April 1949, at which the programme noted ration books were not required.

Sir Stephen wrote in the introduction to the Technical School’s programme. I quote:

“Every member of our Institute, however experienced, realises that there is always something yet to be learned in pursuit of our many-sided calling.”

Today it’s known Continuing Professional Development. It’s an area where the CIPR is increasingly assertive with over 2,500 members completing CPD in 2022.

Sessions included: the press; printing and layout; exhibitions and displays; information and advice; and filmstrips as an aide to public relations.

This was a group within an emerging profession deeply involved in the reconstruction of the country post-war and the emergence of the modern welfare state.

It must have been an incredible time.

The agenda outlines how our profession would have explained the rapid redevelopment of the 700,000 properties destroyed in the war, in a world of rationing, conscription, nationalisation and retreat from the British Empire.

The IPR led the way in providing education and training to develop the practice – this stream of work was a constant factor in the Institute’s growth and its development over the years remains one of CIPR’s strongest features.

ETHICS: DEVELOPING A ROBUST CODE OF CONDUCT

Under Any Other Business, Stephen Duncan of Lancashire County Council drew attention to the lack of constitutional machinery for terminating the membership of a person admitted to the IPR and later found inadequate.

The structures of accountability were less forthcoming, but a dedicated group piloted a draft Code of Conduct through from the early 1950s until a version was finally accepted in 1963.

The CIPR Code of Conduct today is subject to constant testing by a steady stream of complaints and is robustly enforced.

TALES FROM THE CIPR ARCHIVES

There are so many moments in IPR history that have turned up in the archives.

In 1966 the presentation of the inaugural President’s medal was made at Buckingham Palace to the Duke of Edinburgh. He had met the institute’s Council in 1960 and later agreed to be President of the 8th Public Relations world congress in London in 1979.

Henry L. James, was President in 1979, and was invited by Margaret Thatcher to serve as her press secretary upon winning the General Election. Throughout that year IPR Board meetings were held at 10 Downing Street.

The service of CIPR extends beyond the UK. Led, often, by Tim Traverse-Healy, the early IPR played a formative role in international bodies representing and educating the profession in Europe and beyond.

At the early weekend conferences, overseas visitors would be made welcome and in London in 1955, Sir Tom Fife-Clarke, IPR President in 1958, was elected inaugural President of the International Public Relations Association (IPRA).

No fewer than four Presidents of the IPR served on its founding council – the largest representation from any single country.

Today, CIPR can reflect on a long association with the IPRA, the Global Alliance and on strong links with other professional PR bodies around the world.

THE ROUTE TO PROFESSIONALISM

The IPR provided a foundation, a structure and guiding path to professionalism that the CIPR maintains to this day.

CIPR states clearly that to be a public relations professional a practitioner must be: accountable; qualified to do your job; engaged in continuous professional development; and validated in a way that the public can understand.

As the accrediting body CIPR works with a range of universities and educational providers on a wide-range of under-graduate and post graduate qualifications. In addition, CIPR provides a huge range of short training courses and online learning for both members and non-members.

CIPR achieved Royal Chartered body status in 2014 allowing it a Royal Charter and the ability to grant Chartered PR Practitioner status.

There is a clear route map for members through CPD to Accredited Practitioner to Chartered professional and in 2022 passed the milestone of 500 Chartered Practitioners.

75TH ANNIVERSARY
CIPR celebrates its 75th anniversary in 2023.

“The CIPR is 75 years old and this year we will celebrate the contribution of our fast-growing member and graduate communities to the development of our industry and to societies in over 80 countries. Our Charter and mission have never been more relevant, and in 2023 we will launch initiatives to get more trained communication professionals on Boards, with a mandate to grow reputation capital by cultivating two-way relationships with stakeholders.

“To that end, the CIPR will also continue to campaign to make our industry more representative of the audiences with whom we communicate, and our Board and Council will be explicitly working towards our Institute becoming the first membership organisation to achieve the National Equality Standard. Additionally, I know the Board and Council are absolutely committed to further improve the experience of every member, supported by our brilliant employee and volunteer teams. There has never been a better time for practitioners to invest in their career development by joining the CIPR.”

Canada

A Brief History of Canadian Public Relations

By Jean Valin APR, FCPRS, Hon. Fellow CIPR, LM; was national president of CPRS in 1996-97and is a life member (LM) of CPRS. He is a founding member of the Global Alliance and served as chair in 2005-05.
Karen Dalton APR, CAE, FCPRS (hon); was executive director of CPRS for 18 years.
Amy Thurlow APR, FCPRS, Ph.D., is a professor at Mount Saint Vincent University in Halifax.

Early examples of public relations in Canada go as far back as 1613 when Samuel de Champlain wrote a book to promote New France as a settlement opportunity. By the 1880s, the program, which was continued by the British, included media tours of Canada (Deveraux 2005).

The contemporary public relations business can be traced back to advertising, business writing and press-agents' activities in the late 19th century. One of the earliest examples of public relations in Canada - the Trans-Atlantic campaign of the Liberal government of Sir Wilfrid Laurier to attract immigrants to the West - pre-dates the emergence of recognized PR activity, although it employed tactics which still form the basis of much public relations practice.

More than two million newcomers found their way to Canada between 1896 and 1911, attracted by a massive publicity campaign and grants of free land. The campaign, managed by Minister of the Interior Clifford Sifton, saw lecturers tour fall fairs in the US, backed up by thousands of pamphlets and ads in 7000 American newspapers. Six hundred US editors, in an early version of the modern "media tour", were given free trips to Canada, as were British MPs. Agents scoured Britain, Germany, and other European countries to publicize the "golden fields" of the West and to lure city workers to Canada and the "peasants in sheepskin coats" whom Sifton proclaimed were the "good quality" settlers needed to fill the Canadian North-West.

While public relations was unknown in a commercial sense at the time, Sifton's campaign stands as a model in communications, targeted to specific audiences, and it probably represents the greatest and most successful public relations campaign in Canadian history (Norman 2013). However, the campaign does reflect a controversial chapter in the development of the Canadian national identity. The campaign reflected an elitist strategy which included some audiences and excluded others based on race, religion, language, and ethnicity. This example of an early public relations campaign also reflects the tension between ethical PR practice and strategic outcomes in a complex communication landscape. (Thurlow & Yue, 2015).

Canada’s participation in both world wars provided an opportunity for public relations campaigns to bolster morale at home and help recruitment efforts. This gave rise to the establishment of government public affairs departments and the creation of an ‘Information Services’ professional category throughout government. In 1988, the government of Canada adopted its first communications policy to enhance professionalism and set obligations on departments (Canada 1998).

The advance and establishment of public relations practice in business and government from the post war period was the beginning of organized public relations in Canada.

The practice rapidly expanded in the public sector which remains to date the largest sector in Canada. The federal government alone employs more than 5,000 practitioners (Likely, 2009). From a corporate perspective, railways represented a growing corporate presence as they expanded across the country in the early 1900s. John Murray Gibbon is an example of a pioneering PR professional who was employed by the Canadian Pacific Railway as that organization’s publicity agent from 1913-1945. Murray Gibbon’s work was defined by his focus on strategic media relations campaigns (Johansen, 2001).

The early practice was characterized as press agentry and writing brochures or designing poster campaigns with many of the early practitioners hired as former journalists. The role of the press, and the ability to influence coverage is what gave public relations its prestige. Many organizations sought help from those able to influence press coverage. By 1960 there were several hundred executives practising public relations in consulting firms, in organizations, industry, government, religious institutions, labour organizations and charitable organizations (Brown 1984).

The first formal public relations consulting agency is identified by Putnam (1997) as James Cowan, established in Toronto in 1930.

One example of the early pioneers of this new discipline is John Heron who was hired by the Royal Bank to communicate the bank’s views to employees, customers, the press, and senior leaders in the community. He convinced the bank to express itself on a wide variety of subjects and social issues to make the bank perceived as more human. His main vehicle was the Royal Bank Letter- one of the first examples of a strategic use of public relations to achieve corporate objectives (Brown 1984).

The post war public relations practitioners tried to bring a sense of social responsibility to their functions. A specific example of the successful blending of public relations skills with good causes and good practice was ‘Elsie the cow’ a symbol that made Borden dairy in both Canada and the United States overshadow all competitors. Elsie and her calves appeared in their ‘furnished home’ in hundreds of communities and exhibitions. A local service club such as the Toronto Rotary club of the Toronto Star Fresh Air Fund was selected. Admission charges were donated to these charities. In a few years, more than 1 million dollars was donated to charities (Brown 1984).

The Canadian Public Relations Society (CPRS) is a professional society of practitioners of public relations in Canada. Like most nascent organizations, it started with a small group of 26 people gathering to form an association. On March 23rd, 1948, the Montreal Society for Public Relations was established. In the same year, the Public Relations Society of Ontario was created but only included consultants, thereby made a merger impossible. On March 30, 1953, membership rules were standardized which facilitated a merger. The two presidents of the provincial bodies co-led until the first Annual General Meeting in 1954 which elected Jack Lawrence as the first national President. Today, CPRS has thirteen local societies and will be celebrating its 75th anniversary in 2023.

In 1990 Barbara Sheffield was elected as the first woman national president. For a profession increasingly being dominated by women, Barbara addressed the annual meeting reminding public relations practitioners that “Leadership by women has been a long time coming; but thanks to mentors like Ruth Hammond, we now have an opportunity to shape the future”. Sheffield toured Canada that year promoting a commitment to professionalism. It took 42 years to elect the first woman president.

A publication marking the 60th anniversary of CPRS recounts that the first public relations course was taught by Leonard Knott at McGill university in Montreal in 1948. This was followed shortly after with the introduction of public relations courses at the University of Toronto.

The first-degree program exclusively in public relations was offered in French, at Laval University in 1976 with the support of Serge de la Rochelle and many other CPRS members. (Likely 2009 and Valin 2002). In 1977, Mount Saint Vincent University in Halifax offered the first English degree program in public relations.

In 2010, CPRS launched Pathways to the Profession – an updated curriculum framework to establish benchmarks and recognition by CPRS of education institutions. In total, there are over 44 post-secondary programs offered across the country including college certificate and diploma programs as well as the university degrees. Today, there are ten bachelor-level programs and three universities offering a masters-level degree. The increased focus on a need for formal education in public relations has also supported a growing demand for professional development in the discipline. For example, in 1987 the Institute for Healthcare Communication was established. Today, that institute is represented through the CPRS Health Academy (Thurlow & Yue, 2015).

An examination of the historical accounts in various textbooks confirms that CPRS members have made significant contributions to the advancement of the profession in Canada. Many of the quoted references in this brief essay are or were members of CPRS.

Starting in 1955, CPRS and the Public Relations Society of America (PRSA) began an annual tradition of joint board meetings to exchange information. In 1974, both organizations signed a proclamation to recognize each other’s level of membership (reciprocity agreement) to allow mobility between the two countries.

By the mid-1960s the growth of public relations in Canada as a profession led CPRS to introduce a voluntary accreditation program in 1969. Successful applicants are designated APR (Accredited, Public Relations), which indicates that a practitioner has worked full-time in public relations for at least five years, has completed a three-part examination, and has agreed to abide by the Society's Code of Professional Standards.

As of March 31st, 2022, there were 422 members with an APR representing 30 percent of the membership. In 1998 CPRS established the College of Fellows. Currently there are 105 Fellows. The College began a mentoring scheme in 2022.

By 1974, the International Association of Business Communicators had established a chapter in Canada- its first outside the United States. It remains today its largest chapter beyond the USA.

In 1996, national CPRS President Jean Valin wrote to over 90 professional associations around the world to gauge the interest in reciprocity, collaborating to set standards, share resources and advocate for the profession. This led to the creation of the Global Alliance for Public Relations and Communication Management (GA) in 2000 with an agreement signed in Chicago by 25 organizations that became founding members. Today, the GA has more than 100 member organizations representing 350,000 professionals. The GA has developed a global code of ethics, a global capabilities framework and a global body of knowledge which serves as a baseline for credential programs worldwide. Canadians continue to be active in a leadership role within the Global Alliance.

The new millennium marked the arrival of new communications platforms on the internet and later, applications that allowed everyone to have the power to publish to the world in the palms of their hands. Communities can create chat groups, and social media initially showed great promise as a two-way communication vehicle. However, it has also created spaces where debate gave way to disinformation and conspiracy theories. This situation creates divisions rather than unite people. History has shown that public relations professionals are resilient and can rise to these challenges with ethical practice and discipline.

References

Brown, Gerald D. in Herbert W. Jenkins J. (Eds) Public Relations in Canada- some perspectives, 1984 pages 9,11, 12
Deveraux, Ferguson and Johansen 2005, history of public relations in Canada p 112
Government of Canada Communications policy, 1988, Treasury Board, Ottawa
Johansen, P. (2001) Professionalization, building respectability, and the birth of the Canadian Public Relations Society, Journalism Studies, 2 (1): 50-62.
Likely, Fraser in Sriramesh, K. The Global Public Relations Handbook: Theory, Research, and practice 2009, page 657
Norman, David G. The Canadian Encyclopedia, December 16, 2013, page 1
Putman K.G. 1997, The origins and history of the first public relations consultancy to operate in Toronto, Ryerson Polytechnic
Thurlow, A. & Yue, A.R. (2015). A Brief History of PR in Canada (Chapter 2) in Carney, W. (ed) Fundamentals of Public Relations and
Marketing Communications in Canada, Edmonton, AB: University of Alberta Press.
Valin, Jean personal communication with Beatrice Guay, December 20th, 2022

Image credits: Petslady.com and Canadian Public Relations Society

China

The History of the Development of Public Relations in the Chinese Civilization

By Li Xingguo, Deputy Director of the Expert Advisory Committee of China Public Relations Association and Executive Vice Chairman of the third, fourth, and fifth standing committees of China Public Relations Association; and Professor Wang Xiaole, Head of the Financial Brand Research Institute at Central University of Finance and Economics

Looking back at the long history of China, spontaneous public relations activities are quite common. It is evident that the development of public relations thoughts in China is highly convergent with the profound traditional Chinese culture. As an emerging management science, public relations was introduced to China twice.

The first time was as early as the first half of the 20th century. A series of productive local practices were conducted after modern public relations was introduced into China, but its development was hindered by political unrest.

The second time was after the reform and opening-up. Public relations was again introduced into this promising land, playing a unique role in promoting social progress, people-to-people exchange, and business prosperity. Borrowing from external sources, China has formed a public relations industry with unique characteristics and strong vitality.

This article shall elaborate on the history of the development of China’s public relations studies based on the cultural background of the development of China’s public relations thoughts and the timeline of the two times that public relations was introduced into China.

“China’s public relations studies in a modern sense were born thanks to the reform and opening-up 40 years ago. It gradually developed along with the establishment and improvement of the market economy. The time-honored civilization of the Chinese nation dating back 5,000 years has laid a solid foundation for the development of public relations, while digitalization and high-quality economic development offer much potential and promising prospects for its future.”

—By Zheng Yannong, Honorary Director of the Communication Management Center of Central University of Finance and Economics and Co-director of the International Public Relations Research Center of Fudan University

Cultural Background of the Development of China’s Public Relations Studies

In the long history of China, there are countless historical events that vividly exhibit public relations thoughts, laying a cultural foundation for introducing, borrowing, and absorbing public relations knowledge in later ages.

undefined	Key information	Significance
The reign of Three Sovereigns and Five Emperors	During the reign of Emperor Yao, a wooden sign was established, which is known as huabiao (circa 2300 BC).	Huabiao was used to collect people’s opinions and criticisms on social evils of the day. It was the earliest form of public opinion poll.
Shang dynasty	Oracle-bone inscriptions (dating back to the 16th century BC or earlier) appeared, which were later unearthed from Yin Xu in Anyang, Henan Province	Oracle-bone inscriptions are the earliest mature written language of China’s dynastic period ever found, laying the foundation for the development and spreading of the Chinese civilization later.
Shang dynasty	The move of capital by Pan Geng (1320 BC)	A classic case of public relations in Chinese history. After Pan Geng, a ruler of the Shang Dynasty, succeeded to the throne, he decided to move the capital to Yin in order to address a political crisis. He did not resort to the use of force; instead, he delivered three speeches to persuade his clansmen. He won over popular support and successfully moved the capital, laying the foundation for the development of the Shang Dynasty in the following two centuries.
Zhou dynasty	The culture of ritual and music	China’s tradition as a land of ritual and music reached its height in the Zhou dynasty. Ritual was used to rectify the mind and manners, improving the civility of all people. The culture of ritual and music is believed to be an effective practice of public relations by early governments of China.
Spring and Autumn Period	“Zi Chan refusing to close down village schools” and supervision by public opinion	Zi Chan was a statesman during the Spring and Autumn Period. Village schools were where common people gathered and exchanged ideas, who often raised comments and criticisms regarding current political affairs. When someone suggested that village schools be disbanded, Zi Chan rejected the suggestion by saying “When there is good advice, I shall do as what they say… They are my teachers.” He also cast criminal law on ceremonial vessels to make it public, gaining support from commoners by strengthening communication between officials and the people. This example shows the public relations awareness of an an-cient ruler who valued public opinion.
Spring and Autumn Period	Private schools thrived, entering an era characterized by the contention of a hundred schools of thought	Many ancient philosophers, including Lao-tzu, Confucius, Mencius, and Mo-tzu, appeared during the Spring and Autumn Period. They lobbied rulers and toured around China to spread their teaching, maneuvering among various political groups to become influential figures. The time they lived is dubbed “the axial age,” a period that witnessed the heyday of public relations in ancient China. Their brilliant thoughts laid the foundation of Chinese civilization. The public relations insights of these great thinkers of the past have been passed on till now, with a far-reaching impact. The essence of their major thoughts is as follows: King Wen of Zhou: “self-discipline” and “social commitment”; Lao-tzu: “remaining of one heart with the people” and “great virtue is like water;” Confucius: the ideal of “a society of great harmony” and the thought that “the world belongs to all,” as well as the concept that “all men are brothers within the four seas” held by his disciples; Mencius: “the time is not as important as the terrain, but the terrain is not as important as the unity with the people” and “a just cause gains great support; an unjust one gains little;” Mo-tzu: “universal love” and “non-aggression.”
Spring and Autumn Period	The Book of Songs came out	The Book of Songs is the first collection of poems in China, which also doubles as the first collection of public feelings intended for public opinion polling. The poems are still widely recited today.
Warring States Period	Shang Yang’s reform and establishing credibility by rewarding people for moving a log (356 BC and 350 BC)	Shang Yang pushed for reform, building a powerful Qin State which eventually unified China. This is yet another typical public relations case in ancient China.
Warring States Period	Political Strategists represented by Su Qin used their eloquence to best millions of soldiers	During the Warring States Period, Political Strategist Su Qin became the prime minister of six states by use of lobbying, deterring the Qin State from sending an army out of Hangu Pass for 15 years and maintaining peace at the time. The public relations activity of “lobbying” by states and governments thus became a norm from the Spring and Autumn Period to the Warring States Period.
Qin dynasty	Peasant uprising led by Chen Sheng and Wu Guang (209 BC)	The uprising led by Chen Sheng and Wu Guang used “planting words of omen written with cinnabar into a fish’s belly” and “feigning oracle by igniting fires and imitating fox cries” to fabricate news, and proposed “Are kings and nobles given their high status by birth?” to guide public opinion.
Western Han dynasty	Western Han opened the Silk Road in 202 BC. Diplomat Zhang Qian re-established contact with the Western Regions in 139 BC to facilitate frequent cultural exchange among peoples.	The Chinese civilization quickly spread to the rest of the world via the Silk Road, with a huge impact on the world’s civilizations. The Silk Road is still highly praised today, as it brought in the achievements of material and spiritual civilization from various peoples in the world. It has been listed as a world cultural heritage.
Eastern Han dynasty	Han-dynasty inventor Cai Lun (61 or 63–121 AD) improved papermaking technology.	Papermaking technology is an outstanding innovation in the history of human civilization and a revolution in writing tools, as it greatly reduced the cost of disseminating written language and knowledge. The invention and popularization of papermaking technology had a profound influence on the spreading of science and culture in the world, and played a pivotal role in social progress and development.
Eastern Han dynasty	Zhang Heng (78–139 AD) composed Xijing Fu (Western Metropolis Rhapsody) and Dongjing Fu (Eastern Metropolis Rhapsody).	The two long pieces of poetry work, widely circulated throughout history, recorded the typical musical art events, art forms, content, and expressions in detail. They are the epitome of early city image-building and publicity literature in China.
Three Kingdoms Period	Construction of the Grand Canal	The Grand Canal from Beijing to Hangzhou, as an artery for transportation between the south and the north, played a major role in facilitating cultural communication between the two regions as well as the economic and cultural diffusion and development in cities along the route.
Tang dynasty	Cultural reform in the Tang dynasty (618– 907 AD)	The cultural reform in the Tang dynasty attached great importance to public opinion and cultural development. Kaiyuan Zabao (Kaiyuan Miscellaneous Reports), the earliest newspaper in China which is also believed to be the same in the world, appeared during this period.
Tang dynasty	Xuanzang went on a pilgrimage to India for Buddhist scriptures and translated them, absorbing foreign culture and making friends worldwide. Jianzhen sailed to Japan in the Tang dynasty to export Chinese civilization overseas.	Such kinds of exchange and communi-cation still have a huge influence to-day.
Song dynasty	Song dynasty Song-dynasty inventor Bi Sheng (972–1051 AD) created “mova-ble-type printing,” one of the four great inventions.	The invention of movable-type printing brought about breakthroughs in the printing, publishing, and distribution of books, serving as a huge boost to human civilization. The “dibao” (official gazette) in the Song dynasty was a type of official newspaper published by the central government. Meanwhile, unofficial newspapers, such as “xiaobao” (tabloid), also came into being at this historic moment. The earliest professionals engaging in print media emerged in the Song dynasty.
Song dynasty	The culture and economy of the Song dynasty witnessed unprecedented booming development. The earliest brands and trademarks appeared as a result of fierce competition among merchants.	From Riverside Scene at Qingming Festival, it is evident that merchants at that time used banners, signboards, lights, poems, music and more as means of advertising.
Yuan dynasty	The great national integration during the Yuan dynasty (1271–1368 AD) facilitated the blending of different cultures.	The central government established nationwide educational institutions teaching ethnic minority language and writing, facilitating communication and exchange among different cultures. Opera such as Yuan Zaju saw extensive development and circulation. The maritime “Porcelain Road” established trade relations with over 140 states, spreading the Chinese civilization to broader horizons.
Yuan dynasty	Courier stations in the Yuan dynasty led the development of transportation and information transfer systems at the time.	There were over 1,500 courier stations across China in the Yuan dynasty, fur-ther increasing the efficiency of infor-mation transfer.
Yuan dynasty	Zheng He's voyages to the western seas	Navigator Zheng He went on seven voyages to the western seas to open up foreign trade. His voyages boosted productivity at home and greatly propagated the Chinese civilization.
Yuan dynasty	Moving on to the middle to late stage of the Ming dynasty, the information in dibao was further geared to the needs of the general public, and early modern newspapers such as Xiaobao and Jingbao emerged.	Dibao is no longer exclusive to government officials, as everyone had access to this official media. Organizations specializing in transcribing, typesetting, printing, and publishing dibao appeared, forming a prototype of the modern press system.
Qing dynasty	Guanbao (official report), Xiaobao (tabloid), and Jingbao (capital report) in Qing dynasty	Guanbao in the Qing dynasty was mainly circulated within bureaucratic institutions. Titang Publishing House, which published tabloids, was present in the Qing dynasty. Newspapers published by private press in Beijing were collectively referred to as Jingbao. There were also librettos and novels mainly disseminating literature and art.
Modern times	Notable Chinese newspaper The Shenbao began its publication in Shanghai (1872)	In operation for 77 years, The Shenbao published over 27,000 issues. Its long history of publication and widespread influence gave rise to its key role in the study of China’s journalism history and social history. It is dubbed an “encyclopedia” for modern and contemporary Chinese history studies. Around the same time, a large number of private newspapers and magazines began their publication. It was a monumental period for the communication industry in modern Chinese history, as there were a great variety of reports, with many contributions by literary giants.
Modern times	With the development of modern science and technology, the forms of media in China have also changed.	The first telegraph cable in China appeared in 1871, unveiling China’s earliest telecommunication industry. China began to use the telephone in 1877 and wireless communication in 1899, while China’s first radio station appeared in 1922. The popularization of telecommunication sparked a revolution in mass media, providing new channels for public relations dissemination.

The History of the First Introduction and Practice of Public Relations in the Republican Era of China (1913–1948)

The intensive communication between Chinese and foreign civilizations in the first half of the 20th century paved the way for the introduction of modern public relations, which was brought to this land by Chinese students studying in the United States, charitable organizations, Western newspapers, and foreign affairs agencies. Social elites hoped to address the pressing issues faced by China by means of public relations, including modern cultural enlightenment and salvaging the nation from subjugation, the two main themes of the time.

Period	Key information	Significance
1914	The “Relations with the Public” chapter of Postal Service Outline emphasizes the convenience and approachability of postal service.	Influenced by the West, modern public relations began to take root in China’s public service.
Circa 1921	John Price Jones, entrusted by American Committee for China Famine Fund, successfully raised funds for famine victims in North China.	Early public relations professionals from the US played a significant role in China’s charity cause.
1928	The English version of Peking Leader reprinted an article by Ivy Lee titled “Ivy Lee Discourses on Propaganda”.	This article was the earliest special article on public relations ever introduced to China.
The mid-1930s	China’s transportation department conducted sustained public relations practice and attempted to interpret public relations using Chinese culture.	This act was an important attempt made by China’s public service and state-run enterprises to localize public relations practice.
1934–1937	Hubert S. Liang added such courses as “Applied Publicity and Public Relations” (required course) and Public Opinion and Propaganda (elective course) in the journalism department of Yenching University, and opened extracurricular seminars.	The courses marked the beginning of China’s public relations education at institutes of higher learning. With the purpose of responding to the increasingly pressing national crisis, they charted a new field in journalism education.
1934–1936	Millard's Review, a newspaper in English, referred to Hubert S. Liang as a public relations counsel in an introduction to him, who published the book Applied Publicity in 1936.	Hubert S. Liang was one of the pioneers of China’s modern public relations studies. This book was the first monograph on public relations by a Chinese author.
1937–1945	To resist Japanese aggression, the international propaganda division led by Hollington K. Tong engaged in unprecedented large-scale international public relations activities, making great historical contributions to the victory of the War of Resistance against Japanese Aggression.	The activities, being a conscious, strategic large-scale international public relations effort itself, marked a key start of China’s modern public relations practice.
1938	In the early years of the War of Resistance against Japanese Aggression, the Chinese embassy in the US invited Carl Byoir to engage in public relations and fundraising, initiating the “Bowl of Rice Movement” in the US. Later, Soong Ching-ling organized the same movement in Hong Kong, soliciting donations from overseas Chinese to relieve refugees and wounded soldiers and develop productivity.	A representative figure of US public relations contributed his power and wisdom to China’s great cause of resistance against Japanese aggression.
1941	The Kuomintang government sent two giant pandas to the United China Relief (UCR) as a gift. The event was organized by the interna-tional propaganda division, which joined hands with the US side to formulate a de-tailed, workable public relations plan, in or-der to fully attract the attention of the US society.	China’s public relations practice grew quickly amid the flames of war, with remarkable effect made possible by skillful means.
1948	An article titled “The Advancement of the Red Cross Movement Relies on the Establishment of Public Relations” was published.v	This is a special article written by a Chinese, which expounds on the ways and means of devel-oping the charity cause by adopting public relations.

The History of the Development of Public Relations in China after the Reform and Opening-up (1978–present)

From an ancient civilization using the “slash-and-burn” farming method to a modern society with advanced technology, over 5,000 years of profound ideological and cultural reserves formed a nascence of public relations publicity with strong features of the Chinese civilization.

China opened its doors to the world with the reform and opening-up in 1978. The collision and fusion between the public relations thoughts and practices in traditional Chinese culture and modern public relations studies in the West once again opened a new chapter for China’s modern public relations.

undefined	Key information and significance
1978	The convention of the third plenary session of the eleventh central committee marked China’s adoption of the reform and opening-up policy. China’s public relations came into being as a result, and developed along with the establishment of the market economy.
1983	The Great Wall Hotel Beijing established its public relations department in 1983. The department successfully planned the public relations event to invite then US president Ronald Reagan to hold a return banquet at the hotel in April 1984. The hotel gained universal fame overnight, showcasing the charm of public relations to Chinese people.
1984	In September 1984, the BaiYunShan General Factory (BYS) took the lead to establish a public relations department, becoming the first enterprise in China’s hinterland to do so. In November of the same year, Economic Daily issued a groundbreaking editorial titled “Research on Socialist Public Relations” to report the public relations experience of BYS, inspiring people to explore the establishment of public relations under the conditions of China’s socialist system. In October 1984, Hill+Knowlton Strategies took the initiative to set up an office in Beijing. In 1986, Burson-Marsteller cooperated with the Xinhua News Agency to establish China Global Public Relations, the first local public relations company in China. Its establishment marked the preliminary formation of market economy players in China’s public relations sector. Foreign enterprises ventured into the Chinese market one after another during this period.	0
1985	Shenzhen University pioneered professional public relations education.	0
1986	Introduction to Public Relations, the first monograph on public relations in New China, was published in Beijing. By 1992, the successive establishment of Shanghai Public Relations Association, China Public Relations Association, and China International Public Relations Association has played a positive role in the coordination, standardization, and development of the industry, spurring the rapid development of the public relations cause nationwide. The annual public relations theory seminar, talent training, Annual National Conference for Development of Public Relations, joint conference for public relations organizations, and blue paper by China Public Relations Association have become branded activities of China’s public relations cause.	0
1988	Journal of Public Relations published its first issue. After that, magazines like Public Relations Guide, Public Relations, Public Relations World, and PR Magazine followed suit, opening new fronts for public relations research and communication.	0
1994	Sun Yat-sen University piloted China’s first bachelor of public relations program in 1994. Later, the Communication University of China established its public relations department in 2002, Fudan University and others initiated a master of public relations education in 2004, and Huazhong University of Science and Technology established a Ph.D. program for public relations in 2013. With that, the system of public relations as a discipline has been gradually completed.	0
1997	China International Public Relations Association and China Public Relations Association, two state-level public relations associations, pushed the Ministry of Labor and Social Security to include public relations practitioners in the Chinese Occupation Classification Grand Dictionary, marking the official recognition of the profession by the state.	0
2003	The outbreak of SARS catalyzed the growth of the Chinese government’s public relations efforts, facilitating the establishment of its press spokesperson system.	0
2004	17PR was established, which initiated the Golden Flag Award in 2010.	0
2008	Beijing Olympic Games was a groundbreaking event that marked the first time that the Chinese government invited tenders to select a public relations service provider for the building of the image of the state and the city. After that, grand international gatherings such as the Expo 2010 Shanghai China, APEC Summit 2014 in Beijing, G20 Hangzhou Summit in 2016, Belt and Road Forum for International Cooperation in 2017, and the Beijing 2022 Winter Olympics showcased China’s confidence and vigor to the world. Public relations played a vital role in them. In 2008, China International Public Relations Association held the 18th IPRA World Congress, the first time that this “Olympics of public relations” was held in China. The event marked an important step in the globalization of China’s public relations industry.	0
2010	The listing of BlueFocus marked that China’s public relations industry entered a new stage of marketization.	0
2014	The first World Internet Conference was held in Wuzhen, Zhejiang Province, promoting the rapid development of China’s internet technology. China’s public relations communication led the world with constant innovation.	0
2018	17PR was invited to attend the World PR Forum. It established communication with public relations professionals from all over the world, and seized the opportunity to form the Public Relations and Global Communication Club, establishing channels for cooperation between public relations industries in China and foreign countries to jointly serve the “go global” of Chinese brands.	0
2019–2022	Under the major trend of such technologies as big data, cloud computing, and artificial intelligence, new media forms established based on digital and internet technologies. With the popularization of smart mobile devices and the widespread use of various social media, many Chinese public relations enterprises have accelerated efforts to establish their presence in internet-based digital marketing and increased their investment in technical operations. The following revolutions have emerged in the field of public relations: 1. It has become possible to reach targeted audiences based on user needs. The audiences could get the most desirable information according to their preferences, achieving the effect of screening out irrelevant information in the current era featuring “information explosion.” 2. With new media technologies, the general public now has access to the power to disseminate information as well. The public is no longer a passive recipient of information; people could express their views to enterprises, brands, products, or even entrepreneurs, attracting attention and generating traffic by exerting influence on the internet. 3. Livestreaming marketing based on attracting traffic has emerged. Livestreaming has made one-to-many real-time interaction a reality. With the upgrading of interactive experience and the introduction of technologies such as VR and AR, interactions during livestreaming will become more immersive and engaging, providing a more personalized and equal new means of communication. Streamers advertise and promote brands by means of livestreaming marketing, facilitating the sale of products with their influence. In this way, their influence is converted into income, empowering the further prosperity and development of e-commerce in the meantime. 4. The widespread use of smart mobile devices and the development of big data and digital technologies have fundamentally changed the situation of difficulties in the evaluation of public relations communication effects in the age of traditional media, achieving the precise quantitative assessment of marketing conversion rate. The entire public relations activity has achieved closed-loop management, reaching the audience in a more targeted manner and increasing the effectiveness of public relations events implemented. The development of new media technologies has deeply changed the communication environment. Public relations enterprises in China are able to understand these changes in-depth and quickly adjust public relations practice to adapt to the new environment using innovative thinking and methods. Their efforts have contributed to the trend of booming development in China’s public relations industry.	0

With the increasingly extensive application of public relations in commerce and social life, the value and function of public relations are constantly expanding. Public relations has transcended the communications discipline it was to become an ideology permeating many facets of society, culture, and business, becoming a powerful force driving business prosperity and social progress.

Ecuador

History of the Public Relations profession in Ecuador

Submitted by Gabriela Baquerizo, Ph.D., Directora del grupo de investigación "Comunicación, política y liderazgo en contextos sociales y digitales latinoamericanos," Universidad Casa Grande

In the case of Ecuador, the teaching of Public Relations began in the 1960's with an Anglo-Saxon orientation, taking as a reference the school of authors such as Scott M. Cutlip and Allen Center. In 1965, this discipline was incorporated into the curriculum of the Information Sciences Career at the State University of Guayaquil. A decade later, this subject was replaced by communication planning. In Quito, the capital of Ecuador, the training of public relations professionals is different. At the Central University and the International Center for Higher Communication Studies for Latin America (CIESPAL), the Schools of Information are promoted with a more journalistic orientation. During the government of Rodríguez Lara (1972–1976), the National Secretariat of Public Information (SENIP) was created and with it, public relations offices appeared in the Central Government (González and Ramírez, 2015).

In 1975, with Decree No. 799-13, the discipline of public relations was promulgated, but with the mistake of considering it as a function of journalism. In the 1980's, two associations of public relations professionals were created, which later disappeared. In 2002, the Association of Ecuadorian Public Relations and Organizational Communicators (ARPCOE) was created with the objective of regulating the actions of the profession, but it is not currently in force (González and Ramírez, 2015).

The Universidad Tecnológica Equinoccial (UTE), is recognized for its technical degree in public relations in 1986. It updates the curriculum of the career with an advertising approach and adds one more year of studies. Consequently, UTE is the first university in Ecuador to offer a degree in public relations (González and Ramírez, 2015).

The public relations degree in 2010 was an offer in 12 universities, the major in five and the technology in six (Elizalde, Robles and Yaguache, 2010, p. 12). Currently, there is no Public Relations nomenclature in the field of Social Sciences; however, there is a degree in Communication and Social Communication, both of which incorporate the discipline of public relations among their subjects. Currently, in the Ecuadorian higher education system, the offer consists of 68 undergraduate degrees in Communication and Social Communication, of which 21 are self-financed private Higher Education Institutes (IES), 16 are co-financed private and 30 are public (SENESCYT, 2022).

As mentioned, until 2010 the academic offer in the area of public relations was provided by 12 universities and in six entities it was dictated at the technological level (Elizalde, Robles and Yaguache, 2010, p. 12). The offer allowed students to select their major, which was presented as an option within other careers, for example, in Social Communication.

At the postgraduate level, the options are broader and more differentiated, classified into "specialization" and "master's", and the degrees are: Communication, Strategic Communication, Business and Institutional Communication Management, Communication and Public Opinion.

There are few studies related to the discipline. However, in 2010, Robles and Yaguache conducted a diagnosis of the profession at the local level and determined that communication was an element used as part of the business strategy in organizations, in addition to being a highly demanded skill in the CEO profile of corporations.

In the professional context, the study "Morphology of media and communication companies in Ecuador" conducted in 2012 by Coronel-Salas, et al. determined that public relations are incorporated into advertising agencies and that professionals in this field work, in areas such as consulting, activity planning, publicity, internal communication, etc." (p. 526), according to the study, at that time there were 22 agencies in the country.

For their part, Abendaño and Duque (2016), in their study on the internal Dircom in Ecuador, argued that this professional had as a priority function the management of relations in the organization and that for this purpose he/she should have training in disciplines such as communication and public relations. Likewise, a more current study by Baquerizo, Vélez and Yaguache (2018) evidenced that communication professionals who occupy management positions in areas of institutional communication have a third or fourth level degree despite the scarce supply of programs oriented to DIRCOM training.

Also in 2018, in the framework of the study of competencies and capabilities of the Global Alliance, Baquerizo-Neira and Sadi identified the capabilities that summarize the profile of the public relations professional in Ecuador, and which are of three types: strategic communication capabilities, operational communication capabilities and generic capabilities of the professional. They also determined that the profession should be carried out under ethical principles and values, and that professionals should have strategic, communicational and contextual intelligence skills, among others.

References

Abendaño-Ramírez, M. E., & Duque-Rengel, V. (2016). El perfil del DirCom Interno en el Ecuador. En De los medios y la comunicación de las organizaciones a las redes de valor. Congreso XESCOM. Red Internacional de Investigación de Gestión de la Comunicación, España.
Baquerizo-Neira, G., & Sadi, G. (2021). Global Capabilities Framework. Aplicación en Ecuador de un estudio global sobre las capacidades del profesional de las relaciones públicas. Tripodos, (45), 13–29. https://doi.org/10.51698/tripodos.2019.45p13-29
Coronel-Salas, G., Mier-Sanmartín, C., Barrazueta-Molina, P., Ortiz-León, C., González-Rentería, V., Yaguache- Quichimbo, J., ... & Samaniego, S. (2012). Morfología de los medios y empresas de comunicación del Ecuador. Revista Latina de Comunicación Social, (67), 511-532.
Elizalde Robles, R., & Yaguache, J. (2011). Diagnóstico del Estado de las Relaciones Públicas en Ecuador desde el 2000 al 2010. Razón y Palabra, 15, 74.
González, K. V., & Ramírez, M. A. (2015). Historia y evolución de las Relaciones Públicas en Ecuador. En M. I. Punín Larrea (Ed.), Cuadernos Artesanos (pp. 33–45).
Neira, G. B., Vélez, K. C., & Quichimbo, J. Y. (2018). Compencias y desafíos del Dircom en un país en desarrollo. Redmarka: revista académica de marketing aplicado, (21), 53–77.
Osorio, R. E. C., Baquerizo-Neira, G., Redondo, A. C., Fernández-Hernández, R., & Álvarez-Nobell, A. (2022). Formación en competencias para el desempeño profesional en relaciones públicas: Una comparación entre Ecuador y España. HUMAN REVIEW. International Humanities Review/Revista Internacional de Humanidades, 11(Monográfico), 1-21.

France

Euprera: Our History

Submitted by Mina Cantone, Cheffe de projets, COM-ENT

Our roots date back to 1959, with the foundation of “Centre Européen des Relations Publiques”, know with the acronym CERP, in Orléans, France.

The centre is immediately active and several milestones are achieved in the first two decades, including the International Code of Ethics (Code of Athens) adopted by CERP and IPRA in 1965, as well as the European Code of Professional Conduct in Public Relations (Code of Lisbon) adopted by CERP and 18 national associations from 15 European countries in 1978.

In 1989, CERP is restructured in 3 autonomous parts: CERP Consultants, CERP PRO, CERP Education. At the end of the ’90s, CERP Education finally becomes CERP Education & Research (CER): research takes its place besides education. The soul of the association we see today is taking shape exactly in these years.

From that decade, we can remember the launch in 1995 of the glossary Electronic Dictionary of Communication Terminology (ELeCT). In 1998 the CERP Education Award becomes the Jos Willems Award, currently still active under the new label EUPRERA Master Thesis Award for Excellence.

2000 is another important year, as it sees the publication of EBOK (European Body of Knowledge), the cooperation with the international symposium BledCom, which still lasts, and the decision to run the CERP Education & Research conference yearly, instead of every 2/3 years.

CERP has grown up, its strategy and activities are taking shape and need to be reorganised under a more comprehensive name. In December 2000, CERP Education & Research officially becomes EUPRERA: the European Public Relations Education and Research Association.

The EUPRERA Board of Directors and members are immediately dynamic and pursue the mission to be a “network where the members attract, convey, disseminate and create innovations in public relations and communication”.

In 2004 the second edition of ELeCT is published and it will see also a thirs edition in 2008 (ELeCT 2.0 and ELeCT 3.0). In 2006 the first spring symposium is organised to monitor the impact of social media on public relations. The spring symposium will be held yearly, beside the autumn annual congress, until 2012.

2007 is another crucial year with the launch of the European Communication Monitor, which will celebrate its 15 years of research in 2023; the launch of the Günter Thiele PhD Award, currently substituted by the EUPRERA PhD Award for Excellent Doctoral Thesis; and the lauch of the EUPRERA PhD Seminar, which is still a flagship event in our association.

With all these activities, the complexity is growing and requires a new order. Therefore, in 2008 a new structure and new statutes are voted by the general assembly. The reshaped association is ready to grow again: engaging new members, preparing new internal procedures, adopting new management tools.

The following decade is characterised by a professionalisation of the association management, thanks to the new Board structure and to the information technology which allow to improve the services rendered to the members. It’s the time of an annual congress which is every year more successful and the time of communication: a more interactive relationship with the members, a new website and newsletter, the use of social media allow EUPRERA to reach more and more colleagues around the world. Not only attracting new members, but also interacting with several partner associations.

Today, EUPRERA counts approximately 500 members from 40 countries interested in advancing academic research and knowledge in strategic communication. The academic staff and researchers constitute the explicit public group of the association. However, the association is equally essential for any practitioner who wants to keep informed about the most recent developments regarding fundamental and applied research and about the new trends in the educational field.

Never motionless, EUPRERA works today on a medium-term strategy, bringing new initiatives every year and engaging its members, who also run several cross-national and comparative research and education projects as well as thematic networks.

History is made by persons. We have to be thankful to our founders for what we have today: to the founding father Jos Willems, as well as to Anne-Marie Cotton, Gerard Bütschi, Toni Muzi Falconi, Bertil Flodin, Axel Grijspeerdt, Inger Jensen, Sue Wolstenholme, Betteke van Ruler, Dejan Verčič. And we are also grateful to the presidents who did and will lead the association, as well as to that great part of members who commit themselves in the strategic activities which are the core value of EUPRERA.

Global Aliance

Global Alliance for Public Relations and Communication Management

Submitted by Mateus Furlanetto, Chief Administrative Officer, Global Alliance for Public Relations and Communication Management, October 2023

Global Alliance for Public Relations and Communication Management has played a pivotal role in the development and evolution of the public relations profession on a global scale. Established as a result of collaborative efforts between various PR associations, the Global Alliance journey from its inception in 1996 to its most recent initiatives is a testament to the power of international cooperation and its impact on the field of public relations.

In 1996, the pre-formation years the Global Alliance's inception was marked by a letter from Jean Valin, the Immediate Past National President of the Canadian Public Relations Society (CPRS), who sent a proposal to PR associations. This proposal was inspired by the Public Relations Society of America (PRSA) and CPRS reciprocity model and aimed for a year 2000 unveiling. Little did they know that this initiative would serve as the foundation for a global organization that would shape the future of the public relations industry.

The year 2002 was a crucial turning point for the organisation. Global Alliance's mission began to take more concrete shape as final proposals to create Global Alliance were presented and discussed. Agreements were reached to establish a website, set up workgroups, and work on global standards for the public relations profession. English was designated as the language of business for the Global Alliance, facilitating effective communication among diverse members. The search for funds, primarily from foundations, continued to support the organization's initiatives. Additionally, an ethics project started taking shape, laying the foundation for ethical standards in the profession.

In July 2002, saw a significant step forward with the writing of the Global Alliance Manifesto, which served as a guiding document for the organization's principles and objectives. To facilitate the Global Alliance 's various initiatives, committees were established, each led by dedicated individuals. These committees covered a wide range of areas, from web development and ethics to research, advocacy, and membership.

The election and confirmation of Sir. Toni Muzi Falconi of Italy’s FERPI as the first Chair of Global Alliance marked a pivotal moment in its history. A secretariat was established in South Africa to support the Global Alliance 's operations, and the first executive board meeting and Annual General Meeting (AGM) were successfully conducted.

Global Alliance produced reports from its workgroups, which covered crucial areas such as evaluation and measurement, global and social issues, professional development, research, and ethics. The first Global Alliance website was launched, providing a platform for sharing information and fostering collaboration among members.

Global Alliance also made important strides in terms of governance by officially registering itself in the UK as a company limited by guarantee and without a share capital. This move represented a significant step in formalizing the organization's structure and operations.

As the years rolled on, the Global Alliance continued to evolve and expand its influence on the global PR landscape. In 2003, an executive board meeting was held at the PRINZ conference, where the Global Code of Ethics was approved. This code would be implemented through a ratification protocol. PRSA offered assistance to create online profiles of countries' "PR Landscapes," which aimed to provide insights into the state of the PR profession in various regions.

In 2003, Global Alliance also made an important decision to pursue regional representation seats on the board. This move was a clear reflection of the organization's commitment to diversity and inclusivity, ensuring that the voices of PR professionals from various regions were heard and represented.

The year 2003 marked a significant moment for the Global Alliance as it held its first World Public Relations Forum (WPRF) in Rome, Italy. The theme of the forum was ethics, a critical area of concern in the PR industry. The AGM and board meetings followed the WPRF, where the ratification of a new global ethics protocol began. Existing Global Alliance members were given a one-year deadline to comply with the protocol, while new members were required to sign it as part of their application process.

In 2004, the Global Alliance Chair launched the Tsunami initiative, which aimed to determine the appropriate role of communication in natural disasters. This initiative highlighted the vital role that public relations professionals could play in crisis communication and management, especially in the wake of natural disasters.

The 2nd World Public Relations Forum took place in Trieste, Italy, in 2005. The theme of the forum was diversity, reflecting the increasing recognition of the importance of diversity and inclusion in the public relations profession.

During this time, Global Alliance made a significant move by securing membership approval for the Global Alliance to join the United Nations NGO sector. Collaborative efforts began with the World Bank for joint programming initiatives, which would have a substantial impact on the global Public Relations landscape. This new status within the UN and collaboration with the World Bank opened up opportunities for the Global Alliance to engage in global conversations and initiatives related to public relations.

In 2006 the 3rd World Public Relations Forum was held in Brasilia, and a "Letter from Brazil" emerged as a legacy of the forum. This letter was circulated by several Global Alliance members and served as an advocacy platform for the PR profession.

During this period, Global Alliance recognized the need for a part-time paid staff member to support its operations, marking a significant step in enhancing the organization's administrative capabilities.

The 4th World Public Relations Forum took place in Cape Town, South Africa, in 2007. This event underscored the global nature of the Global Alliance, with members and participants from around the world coming together to discuss and shape the future of the PR profession.

In 2008, the Global Alliance took a significant step by officially relocating its headquarters to Lugano, Switzerland. This move reflected the organization's commitment to establishing a central hub for its operations. The Università della Svizzera italiana (USI) team took over the Secretariat function, streamlining the administrative processes of the Global Alliance. The Global Alliance board also convened in Lugano, Switzerland for the first time during this year.

In 2010, the World Public Relations Forum (WPRF) was awarded to Stockholm, Sweden, underlining the growing recognition and significance of the Global Alliance on the global stage. During the WPRF where the CEO of the World Economic Forum delivered a keynote address, more than 400 delegates participated, emphasizing the increasing reach and influence of Global Alliance. The Global Alliance also held an Association Leaders Seminar for association leaders.

One of the significant outcomes of the Stockholm event was the establishment of the Stockholm Accords. Global Alliance launched working groups to define the role and value of public relations in the networked society. These working group reports formed the foundation of the Stockholm Accords, which were approved during this period. The Stockholm Accords played a crucial role in shaping the direction of the PR profession in the digital age.

In 2011, the Global Alliance joined the communications committee of the International Integrated Reporting Council (IIRC). This involvement highlighted the organization's commitment to contributing to the development of reporting frameworks for organizations. The Global Alliance board also launched a consultative process for a new advocacy platform, building on the principles outlined in the Stockholm Accords.

In 2012, Global Alliance conducted a global member survey to inform the proposed new advocacy platform, known as the "Melbourne Mandate." Global Alliance also became a founding partner of the Coalition for PR Measurement, contributing to the development of interim standards published later in the year. These initiatives showcased Global Alliance 's commitment to advancing the field of public relations through research and advocacy.

The 7th World Public Relations Forum was a significant event in 2012, featuring an Association Leaders' Forum, a one-day Academic Colloquium, and a two-day WPRF. The record attendance of over 800 participants made it the #1 trending topic on Twitter in Australia. The Melbourne Mandate was presented and approved unanimously during this forum, solidifying Global Alliance’s commitment to ethical and responsible communication in the profession.

Another noteworthy development in 2012 was the launch of a study on corporate PR excellence titled "Who Has Seen the Future?" This study, along with the Melbourne Mandate, reflected the Global Alliance 's multifaceted approach to advancing the profession. Additionally, Global Alliance established a new website to serve the corporate communication community, demonstrating its adaptability and responsiveness to the evolving needs of its members.

In 2013, Global Alliance continued to build on its achievements, with several key initiatives and developments on the horizon.

The year 2014 marked the 8th World Public Relations Forum, held in Madrid, Spain. Delegates from across the globe gathered to discuss the role of public relations and communication professionals in building communicative organizations and contributing to their societies. During this forum, universal principles emerged from the dialogue, emphasizing the social purpose of public relations, the role of PR in enabling social integration, and the responsibility of PR professionals to serve their own societies.

Global Alliance pledged to continue the dialogue and capture the stories of public relations professionals around the world who aspired to contribute to their societies through communication. This commitment highlighted Global Alliance's dedication to promoting responsible and ethical communication practices on a global scale.

In 2015, the Public Relations Society of Kenya (PRSK) hosted the World Conference on Public Relations in Emerging Economies (WCPREE). This premier conference brought together over 500 practitioners and academics from around the world to discuss the unique challenges faced by emerging economies in the evolving global communication landscape.

The conference tackled topics such as the role of emerging economies in the global economy, the influence of public relations and technologies in emerging economies, and strategies for achieving sustainable development, stability, and well-being in emerging economies. This event exemplified the Global Alliance 's commitment to addressing the diverse needs of PR professionals and promoting best practices in various regions.

In 2016, the 9th World Public Relations Forum was held in Toronto, Canada. This forum continued to serve as a platform for PR professionals and academics to exchange ideas, discuss emerging trends, and collaborate on advancing the field of public relations.

The year 2017 brought further developments within Global Alliance. The organization hired a dedicated Chief Administrative Officer to enhance its administrative functions.

In the same year, to celebrate the ASEAN's 50th Anniversary, ASEAN PR Network and the Global Alliance hosted the ASEAN PR Conference. This was Asia’s first-ever public relations conference on a global scale, and took place in Bali, Indonesia 2017. With the topic "Communicating ASEAN's Global Competitiveness," the conference put together a road map on how PR and communications could help ASEAN generate better recognition among the global and regional communities of nations.

In 2018, the 10th World Public Relations Forum took place in Oslo, Norway. This milestone event included the launch of Global Alliance´s Global Capabilities Framework in partnership with Huddersfield University. The Global Capability Framework served as a benchmark for the performance of public relations and communication management professionals, both individually and within groups such as communication departments and the profession. Specialist software was developed to help individuals and teams measure their current capabilities and plan their professional development for up to five years. The project has its origins in the Global Body of Knowledge (GBOK), approved in a general assembly by the Global Alliance in 2014.

The year 2019 saw Irishman Justin Green of the Public Relations Institute of Ireland (PRII) elected as President of Global Alliance, ushering in a major period of transformation and reform. An extensive review of the Global Alliance’s practices and Bylaws was undertaken, resulting in major changes proposed to ensure they were in line with the organization's strategic plan and the evolving demands of a global professional membership organization. This review led to the creation and implementation of eleven new policy documents, research programmes to guide the current board and future directors. Global Alliance opens its administrative office in Lisbon, Portugal. Additionally, six regional councils across the world were established, underscoring the Global Alliance's commitment to global representation and inclusivity. While the first official Global Alliance summit and visit to United States of America and China took place.

In 2020 Global Alliance continued its efforts to advance the field of public relations and promote responsible communication practices. These years were marked by ongoing initiatives, strategic planning, and collaborative efforts within the organization. Global Alliance implemented an accreditation process that acknowledges and certifies individual diplomas, training programs, as well as undergraduate and postgraduate degrees provided by Academic, Educational, and Training Organizations, along with Public Relations and Communications Associations. This accreditation was granted to programs that adhere to the highest standards of education and training in the field. This underscores Global Alliance commitment to upholding and promoting professional standards on a global scale.

In order to heighten awareness surrounding critical themes in communication and public relations, the Global Alliance has introduced monthly global educational and professional training initiatives. These campaigns aim to unify the activities of its members and magnify their collective efforts in various areas, including Ethics, Trends & Communication Transformation, Education, Training & Development, Technology and Public Relations, Diversity, Equality & Inclusion, Health & Wellbeing, World PR & Communications, and Students & Young Practitioners. These thematic campaigns serve as a platform to address and promote essential aspects of our profession, facilitating a collaborative and impactful approach.

Global Alliance opens two regional offices in Jakarta, Indonesia (Asia) and New York, USA (North America).

In 2021, Global Alliance relocates its headquarters to Zürich, Switzerland and opens three further new regional offices in Nairobi, Kenya (Africa), São Paulo, Brazil (Latin America) and Gurugram, India (Middle East-South Asia) bringing to a total of six regional offices around the world. In addition, the Global Alliance´s Global PR & Communication Model was launched. The Model defines the roadmap and building blocks of the functions of PR and Communication, to promote its contribution to the creation of differentiation, reputation, trust and social legitimacy.

Annually since 2021, the global study "Approaching the Future: Trends in Reputation and Intangible Asset Management," was launch conducted in partnership with Corporate Excellence – Centre for Reputation Leadership, offers a comprehensive analysis of the evolving global business landscape, with a particular focus on reputation, brand, sustainability, ethics, and transparency.

In 2022, Global Alliance remained active in its commitment to shaping the PR profession on a global scale. The organization's initiatives and contributions continued to evolve in response to the ever-changing landscape of public relations. Board representation of Global Alliance was increased to 27 voluntary directors to reflect the wide diversity of cultures, races, religions, genders and the huge expansion of the organisation across the world.

In 2023, Global Alliance held their first AGM in Zambia Africa in partnership with ZIPR. While the 11th World Public Relations Forum (WPRF) took place in Chennai, marking a significant gathering that brought together over 600 public relations practitioners and academics from various corners of the world. The World PR & Communication Awards was instituted to acknowledge global excellence in public relations and communication management. These awards celebrate individuals and organizations that have made significant contributions to the field, further promoting best practices. The first official visit by Global Alliance to the Middle-East and South Asia takes place.

One of the most notable initiatives of 2023 was the official letter signed by the President and CEO of the Global Alliance, Prof. Justin Green, on behalf of more than 100 international organizations in the sector. This letter was addressed to the Secretary-General of the United Nations, António Guterres, and offered to start a dialogue to create a new Sustainable Development Goal (SDG) around the concept of "responsible communication."

Global Alliance established a partnership with The Museum of Public Relations to create the World's First Online History of Public Relations. This remarkable resource provides a comprehensive journey through the fascinating evolution and global impact of public relations.

In summary, the Global Alliance for Public Relations and Communication Management has evolved from a proposal in 1996 to a global force in the PR profession today. Its journey has been marked by collaborative efforts, the establishment of ethical standards, advocacy for responsible communication, and the promotion of diversity and inclusivity within the field. Global Alliance's influence and significance continue to grow, making it a driving force in the ever-changing landscape of public relations on a global scale representing 360,000 practitioners and academic across 126 countries.

India

History of PR in India

Submitted by SCoRe Insights, the research division of the School of Communications & Reputation, an institute of PR based in India. SCoRe Insights works with organisations to produce thought leadership content on pertinent issues related to public relations and reputation management.

Two great Indian epics—The Mahabharata and the Ramayana provide fascinating traces of public relations, showcasing how gods, kings, and god-kings communicated among each other and with their subjects. The Mahabharata, for instance, describes Narada Muni, a sage divinity who was a great storyteller, gifted with the boon of knowledge, communicating across worlds. In the Ramayana, Krishna serves as an advisor to prince Arjuna, guiding him on his duties as a warrior in the face of adversity and ethical conundrums.

Outside of mythology, the history of Public Relations in India is as old as the history of India itself. Medieval India had many rulers, who relied extensively on support from influential societal figures to integrate the masses and galvanise their power. The British landed on the shores of India at the turn of the 16th Century, and the country’s rule transitioned from imperialism to colonialism. In 1780, William Augustus Hickey brought out the first newspaper in India in 1780 - Hicky's Bengal Gazette. Its major purpose was to deliver to the interests of the European settlers in Calcutta (present day Kolkata).

The rise of newspapers in India gave voice not only to the establishment, but also to social and public entities independent of them, and gradually, to private enterprises and the public. "The Hindu," which was founded in 1878 and became an important voice for Indian nationalism under the British Raj. The newspaper covered key events such as the partition of Bengal in 1905, the Salt Satyagraha in 1930, and the Quit India movement in 1942; events that were crucial for India’s fight for self-governance.

India’s Tryst with Destiny

The genesis of India’s independence struggle is commonly considered to be the Revolt of 1857, wherein a group of Indian soldiers rebelled against the British East India Company. Although the revolt was unsuccessful, it had a significant impact on the masses and inspired India's entire Independence Movement. Across the next few decades, the struggle was disorganised, and its advocates fragmented. The idea of an Independent India lay with a few intellectual elite, who were disconnected from, and therefore could not legitimately represent interests of, the majority of Indians who were scattered across rural regions.

Enter Mohandas Karamchand Gandhi.

Gandhi, in contrast to the approach of the elite, went to the masses to understand their needs, motivations and aspirations, and inspired them to follow him in a movement that would shake one of the most powerful colonial powers in history.

**‘National Salt Satyagraha Memorial', Dandi, Gujarat. Depicting Gandhi leading his followers.** Credit: Aditi Pani

Gandhi was a master PR strategist and tactician. For starters, he was an excellent writer, and arguably one of the greatest journalists of that time. In 1904 in South Africa, he had taken over the editorship of the ‘Indian Opinion’ and published it in English, Tamil, and Gujarati, sometimes running the press himself. He held that a newspaper's main goals should be to comprehend public mood and communicate it, to elicit from people certain desirable sentiments, and to be brave and reveal popular flaws. He saw journalism more as a public duty rather than a vehicle to achieve personal goals.

Secondly, he was an outstanding orator. As his popularity with the masses grew, so did the size of his public meetings. His articulate oration and authenticity of narratives could inspire people of all diverse backgrounds - from farmers to freedom fighters. One year after Edward Barneys launched the Torches of Freedom Campaign, Gandhi launched the Salt March, a campaign to protest the imposition of Salt Tax by the British Indian Government. The 387 kilometre (240 mile) walk, on which over 50,000 Indians joined him, would amplify the non-violent civil disobedience movement that crystalised India’s unified struggle for independence.

Gandhi also strongly believed in the power of symbols, and created a headgear to represent unity among Indians, which later became known as the Gandhi Topi. Gandhi's attire was also a significant symbol he adopted, wearing a loincloth and shawl made of homespun fabric (Khadi) to express his support for India's impoverished population. This attire became his distinctive trademark, leading Sir Winston Churchill to refer to him as the 'half-naked fakir.' Khadi became a vital part of India's fabric of life by the time the country gained independence. To this day, khadi is a symbol of homage to the nation for Indian public figures.

Media Catalyses the Freedom Movement

It was also within this period that radio added on to the massive reach that the press could provide to the movement. All India Radio (AIR), which was founded in 1936, broadcast speeches by leaders such as Mahatma Gandhi, Jawaharlal Nehru, and Sardar Patel, as well as news about protests, strikes, and other forms of civil disobedience. The radio played a vital role in mobilising people across the country, especially in rural areas where newspapers were not as widely available.

Throughout this period, the press and media played a vital role in building a sense of national identity among Indians. They highlighted the common cultural and historical heritage of different regions of an otherwise diverse India and helped in unifying people under the banner of the freedom struggle. Furthermore, they helped to encourage political participation by highlighting the importance of civic engagement and promoting a sense of responsibility towards the nation. Newspaper articles and radio broadcasts encouraged people to participate in rallies, marches, and other forms of protest against British rule. This helped to build a sense of ownership and responsibility among the population towards the movement for independence.

Independent India

Between 1947 and 1980, independent India underwent significant political, social, and economic changes, and the media played a crucial role in shaping and reflecting these changes. Prevalent narratives were shaped by a range of factors, including the country's development priorities, the Cold War, the emergence of new media technologies, and the need for crisis communication. The government of India set up a number of institutions which played a key role in laying the foundations of the public relations practices and profession in India.

Foundational Institutions for Public Relations Are Created

In 1947, the Press Trust of India (PTI) was established as India's first national news agency. It provided news coverage from across India to newspapers and other media outlets, helping to standardise news coverage and promote a shared understanding of events.

In 1955, the Directorate of Advertising and Visual Publicity (DAVP) was attached to the Ministry of Information and Broadcasting to disseminate information about government policies, programmes, and initiatives through print and electronic media. It also produced audio-visual materials such as films and documentaries to promote government initiatives.

In 1959, the government of India established Doordarshan, the country's first television network. The public broadcaster was instrumental in shaping public opinion and promoting the government's development programs. The programme network, along with All India Radio would become the two divisions of India’s public broadcast corporation the Prasar Bharti. Throughout the 1960s and 1970s, regional media would emerge in India, providing news coverage and entertainment programming in local languages. This helped to promote regional identities and cultural diversity. Public Relations, as a practice, existed largely through the Public Relations Offices of public institutions, charged with the responsibility of communicating with the public. The Public Relations Society of India (PRSI), was established in 1958 to promote the recognition of public relations as a profession. The PRSI worked towards creating a platform for public relations professionals to share knowledge and best practices. It also aimed to establish ethical standards for the profession.

In 1965, the Indian Institute of Mass Communications (IIMC) was established in New Delhi to provide professional training to journalists and other media professionals. IIMC played a key role in promoting the development of a professional media industry in India. Since then, IIMC has been home to leading research and analysis in media and communications for the public sector. Today it is one of India’s leading institutions of public relations and communications education, and is alma mater to many of India’s leading corporate communicators.

PR for Public Good

Several of the Government of India’s biggest public relations campaigns were launched during this period, aimed at promoting public policies and boosting the general welfare of citizens.

The Green Revolution was one such campaign launched in the 1960s to increase agricultural productivity in the country. The campaign involved the introduction of high-yielding crop varieties, irrigation facilities, and modern farming techniques. The government used various media channels, including radio, television, and newspapers, to promote the campaign. The government also launched a massive public relations campaign to promote family planning and population control. The campaign relied heavily on media and spokespersons to run their awareness programmes and involved extensive public outreach for the distribution of contraceptives and incentives for sterilisation.

Private Sector Grows

India's private sector during this period was heavily regulated and controlled by the government through various policies and regulations, which favoured public ownership and control over key industries and sectors, such as banking, insurance, and heavy manufacturing.

**JRD Tata at a Founder's Day event in Jamshedpur. He guided the group as Chairman for over half a century**. Credit: Tata Sons

Despite being subject to strict licensing requirements and regulations, which made it difficult for them to operate and expand, the Indian business community demonstrated resilience and adaptability in the face of government regulation, and many entrepreneurs were able to carve out niches, and lay the foundations for India's services sector. The enterprises that survived the British rule and thrived thereafter were diversified and/or operated in strategic industries (some of which were inherited from the departing British establishment). Conglomerates such as Tata Sons, Godrej Group, Aditya Birla Group, Wadia Group, RPG Group, Bajaj Group, trace their foundations to the 19th Century, and have since established a strong presence across several industries.

But there was another factor that would be crucial for their success - the trust and legitimacy they built with their stakeholders. This was achieved through decades of commitment to long term visions that often put India’s general public at the centre of it. Tata Sons, for example, is India’s most trusted brand today (Citation). Over its 150-year history, it is entrenched into the far reaches of India. Consequently, the group has recognised and prioritised their responsibility of addressing social issues in the ecosystems in which they operate. One of their subsidiaries, Tata Steel set up their first steel plant over a century ago in central India, in a city practically built by the company and eventually named Jamshedpur after their founder Jamsedji Tata.

JRD Tata at a Founder's Day event in Jamshedpur. He guided the group as Chairman for over half a century. Credit: Tata Sons

Jamsetji Tata's plan for the city was clear. He envisioned far more than a mere row of workers' hutments. He insisted upon building all the comforts and conveniences a city could provide. While building the city, Tata had said:

"Be sure to lay wide streets planted with shady trees, every other of a quick-growing variety. Be sure that there is plenty of space for lawns and gardens; reserve large areas for football, hockey and parks; earmark areas for Hindu temples, Muslim mosques and Christian churches.

Such philosophies would be central for the public relations approaches of many organisations that have succeeded in building long lasting trust with their stakeholders.

The Public Relations profession grew substantially up until the 1980s but it was still in its infancy. Much of its volume came from the public sector. Its real growth would begin in the 1990s after the economic liberalisation of India.

India2.0—Economic Liberalisation

**Prime Minister PV Narsimha Rao & Finance Minister Manmohan Singh during a press conference on the Economic Liberalisation of 1991.** Credit: Sanjay Sharma/Hindustan Times

The Economic Liberalisation of India brought about monumental changes in the Indian economy by introducing foreign investment, reducing government control, and opening up various sectors to private players. These changes created new opportunities for PR professionals and firms. They could now work with international clients and help them navigate the Indian market.

One of the primary impacts of liberalisation on the PR business was the increase in demand for PR services. As foreign companies began to invest in India, they needed to establish their brands and gain acceptance among Indian consumers. This led to an increase in demand for PR services, particularly in the areas of media relations, corporate communications, and crisis management. As a result, many Indian PR firms started to expand their services to meet this growing demand.

Another impact of liberalisation was the entry of multinational PR firms into the Indian market. These firms brought with them global expertise, technology, and best practices, which helped to improve the quality of PR services in India. Multinational PR firms also brought in new clients, particularly in the technology and finance sectors, which were previously untapped markets for Indian firms.

Furthermore, with the rise of private media, PR professionals could also create effective communication strategies for their clients that would reach a broader audience. The spectrum of platforms through which organisations could communicate and engage with their stakeholders widened, thereby expanding the scope of work that PR firms would oversee.

PR Consultancies Emerge

As a result of these developments, the PR profession in India experienced significant growth, and many new firms emerged in the 1990s. Perfect Relations was founded in 1992 by Dilip Cherian which would go on to be acquired by Dentsu Aegis Network in 2016. Prema Sagar founded Genesis PR the same year, which was acquired by Burson-Marsteller in 2005 to become Genesis BM. After the merger of Burson-Marsteller with Cohn & Wolfe in 2018, it has operated as Genesis BCW. Sampark Public Relations was founded in 1994 by Bela and NS Rajan in which Ketchum acquired a majority stake in 2011 to form Ketchum Sampark. Adfactors PR was founded in 1997 by Madan Bahal and Rajesh Chaturvedi and is currently the largest PR firm in India by revenue and employee base. In the last two decades, several global holding groups and their PR wings would enter India, primarily through acquisitions and partnerships with Indian firms.

From a regulatory perspective, the PR profession would continue to be unregulated. However, in 1992, the Advertising Standards Council of India (ASCI) was established to regulate advertising and marketing communications in the country. While the ASCI did not have direct authority over PR consultancies, its code of conduct set standards for ethical and responsible communication, which PR professionals were expected to adhere to.

The Public Relations Consultants Association of India was set up in 2001 as a private association of PR consultancies. Over the last two decades the association has taken several initiatives to create codes of conduct ethical guidelines. The PRomise Foundation was set up in 2010 which would create several learning and engagement platforms to advocate for the public relations profession.

PR India in the 2000s

The new millennium marked a turning point in its development. The decade witnessed several significant milestones that shaped the profession and made it an indispensable tool for businesses, governments, and non-profits alike.

The rise of new businesses and the entry of multinational corporations into the Indian market led to the emergence of specialised PR firms. This development allowed PR firms to focus on specific industries or niches, providing tailored communication strategies to their clients.

The advent of social media changed the landscape of PR. These platforms provided new ways to engage with audiences, respond to crises, and monitor brand reputations. PR professionals had to adapt quickly to this new reality, incorporating social media strategies into their campaigns and building their online presence.

The digital revolution also brought both challenges and opportunities for the PR profession. On the one hand, the rise of the internet and social media made it easier for businesses to reach their target audiences. On the other hand, PR professionals had to grapple with the changing dynamics of communication and the need to stay relevant in the face of new technologies.

The 'Incredible India' Campaign was launched by the Ministry of Tourism in 2002. The campaign was a massive success in promoting India as a tourist destination. The innovative and eye-catching ads captured the essence of India's rich culture, history, and natural beauty, leading to a significant increase in international tourist arrivals. Another notable campaign was Tata Tea's 'Jaago Re' Campaign (2007). The campaign was a ground-breaking initiative that combined social issues with brand promotion. The campaign encouraged citizens to wake up and act against social evils such as corruption and gender inequality. The campaign's success not only boosted Tata Tea's brand image but also highlighted the power of PR to drive social change.

Impact of the 2008 recession was felt across the world and the Indian PR business, however not as adversely as it did elsewhere. Indian economy absorbed the shock of the global financial meltdown relatively easily, owing to a yet growing consumer economy. Organisations which were impacted also recognised the value of the crisis communications capabilities that PR firms brought to the table.

CSR Mandate

The next significant milestone would come from the Indian policy space. In 2013 India became the first country to implement a mandatory Corporate Social Responsibility (CSR) requirement for companies, as part of the Companies Act, 2013. The CSR mandate was a monumental step towards promoting social and environmental responsibility among businesses, reflecting India's commitment to inclusive and sustainable growth.

The CSR mandate in India has significantly impacted the public relations business, leading to a growing demand for specialized CSR communication and an enhanced focus on storytelling and reputation management. Companies now recognize the importance of effectively communicating their CSR initiatives to stakeholders, resulting in PR agencies expanding their services to include CSR-specific communication. This has also led to increased emphasis on positive storytelling, which showcases a company's commitment to social and environmental causes, ultimately strengthening their reputation and enhancing brand value.

Furthermore, the CSR mandate has prompted PR professionals to foster meaningful relationships between companies and their stakeholders, ensuring increased engagement and a sense of shared ownership in social and environmental goals. This has also driven collaboration between PR agencies and NGOs, resulting in innovative communication strategies that amplify the impact of CSR initiatives. PR professionals now play a vital role in crisis management, risk mitigation, and navigating potential challenges associated with CSR, helping to maintain a company's reputation and address any negative perceptions.

Modi Wave

The 2014 general election in India witnessed Narendra Modi's landslide victory, driven by strategic public relations that effectively engaged with the electorate. Modi's PR campaign showcased a blend of traditional and modern communication techniques, resonating with Indian voters.

**3D Hologram of PM Candidate Narendra Modi delivering a speech in 2014.** Credit: Ashish Gautam, LinkedIn

Central to Modi's campaign was a strong personal brand, portraying him as a decisive leader capable of overcoming challenges such as corruption, unemployment, and social inequality. This consistent messaging shaped public perception and rallied support.

The campaign incorporated innovative use of social media to reach a wider audience, particularly young and tech-savvy voters. Modi leveraged platforms like Twitter, Facebook, and Google Hangouts to engage with the public, humanising himself and connecting with voters on a personal level.

In addition to digital outreach, traditional PR methods, such as rallies, interviews, and roadshows, reinforced his image as an accessible leader. The PR team orchestrated well-attended public events, generating significant media coverage and campaign momentum.

PR Skills of the Future

Subsequent years saw reinvention of the fundamental skillset of PR professionals. Mastery of social media management, content creation, data analytics, and crisis management became increasingly important during this period. These skills allowed PR professionals to navigate the digital landscape, generate engaging content, and make data-driven decisions, all while managing potential crises.

Moreover, soft skills such as adaptability, creativity, and strong interpersonal communication were crucial for PR professionals to foster meaningful relationships with stakeholders and address client needs effectively. As the PR profession evolved, professionals who could think strategically, embrace new technologies, and work collaboratively were better positioned for success. In summary, the period between 2015 and 2020 saw PR professionals in India honing a range of technical and soft skills to keep up with the rapidly changing industry landscape.

It was during this period, the PR business in India came together to build the first independent institute dedicated to development of research and talent in Public Relations - the School of Communications and Reputation. In 2022, PRCAI and School of Communications & Reputation (SCoRe) established AIPR as the first ever accreditation programme in South Asia.

What the Future Holds

Currently, India, besides being one of the fastest growing large economies, is home to the largest population, the largest English speaking population, the largest working age population, largest population of millennials, and an increasingly large tech-savvy population. This and several other factors put India in a position to be a powerhouse of Public Relations practices.

It would not come as a surprise if India leads the way in developing innovative campaign strategies that can influence large populations and create mass behaviour change. Examples such as the Swachh Bharat campaign demonstrate the country's ability to leverage PR for social impact on a grand scale. Additionally, tech familiarity and prowess of organisations at large and the general public will drive the adoption of advanced technologies for earned media, including outreach, measurement, AI and automation, as well as virtual and augmented reality.

The rapid democratisation of media and influence in India will provide new avenues for PR professionals to engage with diverse audiences and create compelling narratives. As the industry evolves, Indian PR professionals will continue to push the boundaries of innovation and creativity, developing ground-breaking ideas that resonate with local and global audiences alike. India's unique demographic, economic, and technological advantages mean India must embrace a leadership role in the global PR landscape and shape the future of public relations not just in India, but across the globe.

Indonesia

History of Public Relations in Indonesia

Sumitted by Mateus Furlanetto, Chief Administrative Officer, Global Alliance for Public Relations and Communication Management

The history of public relations in Indonesia is generally divided into five periods, namely the preparation period until Indonesia as a country was established (1900–1942), then came the Japan colonization era (1942–1945), followed by the leadership era of Soekarno (1945–1966), continued by the leadership era of Soeharto (1966–1998), and finally the reformation era, which began since the leadership of BJ Habibie until today.

Discussing the history of public relations in Indonesia cannot be separated from Prof. Dr. M. Alwi Dahlan, one of the Founding Fathers of the Indonesia Public Relations Association or Perhimpunan Hubungan Masyarakat Indonesia (Perhumas) and also known as The Father of Communications in Indonesia, the most prominent public relations in history, in the context of Indonesia. According to Prof. Alwi Dahlan, as far as he remembers, the practice of public relations in Indonesia – at the time was not called public relations – had been running since the emergence efforts to prepare and ensure that the proclamation broadcast was running smoothly and optimally.

Prof. Alwi Dahlan agrees with a number of experts that the duty of announcing independence was not only aimed to introduce Indonesia as a new country but also to gain international recognition – as proof that public relations had existed since the first day this country was founded and introduced. This is evidence that the age of public relations in Indonesia is as old as the age of this country. The most interesting period in Indonesia’s public relations journey occurred throughout the transitional period from the era of President Soekarno to President Soeharto. During this period, even though the government admitted to carrying out public relations work, in practice it was very far from the public relations work we understand today, because in the past, public relations was not more than the state’s tool for propaganda.

Public relations in Indonesia would only receive more breathing room when we entered the New Order. President Soeharto chose to be open to private enterprises. Here, companies’ public relations began their work, from the most basic one by introducing the definition of private enterprise, conveying that they were not only speaking about the interest of business people, but also of workers from each industry, and the interest of the community as an inherent part of companies.

In this period, public relations functions started to align with the recently changed political and state conditions. The government at the time wanted Indonesian people to receive information on developments happening in the country. As the function of public relations became more intense and vital, the government then made public relations official by establishing an institution called the Public Relations Coordination Agency or Badan Koordinasi Hubungan Masyarakat (Bakohumas), which at the time acted more as the beacon to deliver news or information to the people.

The Embryo of Perhumas

After coming home from his Ph.D. studies in the United States, Prof. Alwi Dahlan, who at the time had become a professor of Communications at the University of Indonesia and the School of Army Staff and Commanders or Sekolah Staf dan Komandan Angkatan Darat (Seskoad) as well as the generals’ expert staff, explained that he was asked by Wicaksono Noreadi and Marah Joenoes (who at the time was the first public relations personnel at PT Pertamina) to establish the first public relations professional organization in Indonesia. Supported by a number of state officials, Army generals, and public relations professionals from other private enterprises, on 15 December 1972, Indonesia Public Relations Association or Perhimpunan Hubungan Masyarakat Indonesia (Perhumas) was established. This was the beginning of the public relations profession truly being recognized in Indonesia.

Furthermore, Perhumas also became an organization that contributed in the establishment of the Federation of ASEAN Public Relations Organization (FAPRO). Prof. Alwi Dahlan convinced Ali Moertopo, the Indonesia’s Minister of Information at the time, to be involved in forming FAPRO by mentioning that it was proof of Indonesia’s existence in ASEAN. This was important considering ASEAN was only recently formed.

Transformation of Function

The largest portion of work conducted by public relations people during President Soeharto’s era was Government Relations work. Back then, a strong government meant organizations only needed a good relationship with the government to remain operational without hindrances. The strong government influence made public relations in organizations consider media and community relations neither as something urgent nor significant. During this time, we can say that public relations professionals did not face many challenges.

It was only when reformation was starting to gain traction and conflicts, civil unrest, and crises resulting from people’s dissatisfaction with the government were happening, public relations practices in Indonesia significantly transformed their functions and roles. This was because, at the time, media social movements, and pressure groups began to rise and actively involved in requesting demands. This caused public relations to realize that other parties were important as well.

In the reformation era, the public relations profession became more complex, as it was no longer only linked with the government. Public relations professionals must be able to look at and predict trends or developments globally. They must also be able to analyze the consequences of these trends, provide recommendations and considerations to companies’ management, and develop a program that can improve the relationship between companies and the public, maintaining the interests of each party.

Developing Public Relations in Indonesia

As the first forum for public relations profession in Indonesia whose impact and contributions are highly regarded, the Indonesia Public Relations Association or Perhimpunan Hubungan Masyarakat Indonesia (Perhumas) has played an extremely vital role in nurturing and developing public relations in this country. Perhumas, which in 2022 has reached 50 years old, is a professional organization pioneered by Indonesia’s public relations practitioner and figure, Marah Joenoes. Marah had long dreamt of a professional organization specifically focused on public relations, and this desire burned even more after he participated in the sixth “World Public Relations Congress” in Geneva.

Marah Joenoes indeed felt that the need to establish a public relations organization was urgent. For this reason, he tried as best as possible to equip himself and extend his network, with one of the ways was to diligently participate in public relations seminars and conferences. After he got back from Geneva, Marah started to intensively conduct discussions on the need to immediately form a public relations organization. From these small discussions, Marah successfully invited a number of important figures to attend an important meeting to discuss the preparations for establishing a public relations organization.

Perhumas was established on 15 December 1972 and has been officially registered in the Ministry of Home Affairs of the Republic of Indonesia as the national public relations organization in Indonesia and has been recognized by the International Public Relations Association (IPRA), which is headquartered in London. As the first public relations professional organization in Indonesia, Perhumas aims to achieve many goals, such as increasing the professional skills of its members, expanding and deepening their knowledge; in this case knowledge in any aspect, particularly public relations and communications, and enhancing cooperation with similar organizations at the international level as a means to exchange experiences.

Perhumas’ contribution to public relations practices in Indonesia includes: becoming a collaboration forum for public relations professionals across Indonesia, a place where public relations from various organizations meet. This collaboration will strategically boost the profession of public relations within the institutions where they work. Second, it was Perhumas that initiated the Public Relations National Convention or Konvesi Nasional Humas (KNH) in Indonesia.

This convention is expected to be the birthplace of ideas and thoughts from public relations experts and practitioners in Indonesia, which serve as a contribution to the profession of public relations to build Indonesia’s reputation. Perhumas also initiated the Indonesia National Work Competency Standard or Standar Kompetensi Kerja Nasional Indonesia (KKNI) for the public relations profession and made the Perhumas Public Relations Accreditation Program to set an international benchmark standard to be public relations people in Indonesia.

Competency standards and professional accreditation for public relations are very important to assess the technical or academic feasibility of public relations people. This will become the standard performance for national public relations people and add to the credibility of public relations people in Indonesia.

Finally, Perhumas is also active in publishing papers as a part of public education in the form of bulletins, books, and journals. Perhumas also established Young Perhumas for university students and the general public who wish to know and learn about public relations, despite not having a communications educational background.

As an organization standing tall for 50 years, Perhumas has become the most prominent place for public relations professionals in Indonesia to network, share and collaborate. Since Perhumas was developed with a familial spirit, senior public relations professionals act as mentors for young public relations in Indonesia. Furthermore, Perhumas encourages its members to play a role that can support their professionalism.

From Perhumas to the World

The dynamics in running the organization wheel have turned Perhumas into a “big brother” for other similar organizations, which translates into a challenging responsibility of becoming the barometer for professionalism for public relations professionals in Indonesia as well as having dignified professional ethics.

Another even more challenging responsibility is how to prepare young public relations as leaders of tomorrow, young leaders able to leverage the profession of public relations into a Nationhood Public Relations.

Perhumas is a bridge of meeting, introduction, and friendship for all stakeholders. For public relations people, Perhumas is both a home and school. A place where we can discuss many things on achieving a quality and dignified public relations world in Indonesia.

The “Indonesia Speaking Good Things” or “Indonesia Bicara Baik” campaign has helped the public, government, and organizations to speak positive things about Indonesia. The campaign that has been on-going since 2015 will continue to echo through Perhumas’ existence, as a perpetual contribution to public relations people.

As a guidance for the organization, since the end of 2021, Perhumas formed an organizational framework or Garis-garis Besar Haluan Organisasi. This is to have an alignment across the Central Board Management (Badan Pengurus Pusat) and Branch Board Management (Badan Pengurus Cabang).

At 50 years of existence, Perhumas is expected to lead by example and provide a future as well as a strong identity not only to Indonesia but also to the world. Prior to Indonesia hosting the G20 Summit in 2022, Perhumas provided a Communication Strategy document contributed through Indonesia’s Ministry of Communications and Informatics.

In line with time, Perhumas has transformed itself to become a part of the digital-savvy community. One of these transformations is by launching an application called Perhumas Apps, which helps to make Perhumas’ role going forward easier and stronger. Digital Public Relations is no longer a dream but is now a part of our lives.

Perhumas has also stepped into the international domain through the Perhumas Internationalization activities, such as having the current Chairman of Perhumas Boy Kelana Soebroto as one of the Board Member of Global Alliance for Public Relations and Communication Management. This is so that Perhumas can engage with other large public relations organizations in the world and will go global by becoming a part of the nation’s branding by sharing examples of the success of communication practices as Indonesia’s contribution to the world.

Moving forward, Perhumas intends to be the representative of public trust by producing a barometer of public relations professionalism to address the complexity of the global challenges.

It has been a privilege to mark this golden era of Perhumas through:

First, revitalizing the meaning of the National Public Relations Convention into the Indonesia Public Relations Convention. This is an effort to expand the role of Perhumas so that it can play both at the regional and international levels.
Second, establishing Indonesia Young Public Relations (Youth) meeting. This is Perhumas’ serious commitment to creating capable public relations professionals by providing a forum for Indonesia Young Public Relations Meeting as a part of the convention, as a way to sharpen these Leaders of Tomorrow.
Third, publishing the 50 years of Perhumas book. This first book form Perhumas records the history of it’s 50th year journey, with the main theme of “Inspiration of Indonesia to Move Forward Together, the History of Indonesia’s Public Relations and the Spirit of Moving Towards Professionalism”.

Perhumas’ journey across time will result in more important work from all members of Perhumas.

References

Heath, R. L. (Ed.). (2013). Encyclopedia of public relations. Sage Publications.
Wakefield, R., & Watson, T. (2014). A reappraisal of Delphi 2.0 for public relations research. Public Relations Review, 40(3), 577-584; Watson, T., & Noble, P. (2014). Evaluating public relations: A guide to planning, research, and measurement. Kogan Page Publishers. pp. 48.

Ireland

The History of Public Relations in Ireland

Submitted by Dr. Martina Byrne, CEO, Public Relations Institute of Ireland & Public Relations Consultants Association (Ireland), January 2023

The first recorded appointment of a practitioner of public relations in Ireland, and arguably in Europe, was in 1928. Minutes of a Board meeting of the Irish State-owned Electricity Supply Board record the appointment of Edward (Ned) Lawler as Press Officer.

Published in 1993, ‘The Communicators—The History of the Public Relations Institute of Ireland’ by Michael Colley records some of the great moments in modern Ireland’s history and the role played by public relations. One of those great events was the Shannon Electricity Scheme in the 1920s, the biggest engineering project ever carried out in Ireland, and the media relations, public relations and public affairs for that major infrastructural project was led by Ned Lawler.

It’s impossible to over-estimate the economic, social, cultural and political importance and value of that project to Ireland, then and now. And in the history of Irish public relations it is regarded as the first example of an international, strategic, public information, public affairs and public relations project.

In 1953, the same Ned Lawler, with Lesley Luke, one of the first public relations consultants in Ireland, wrote to those they knew to be working in public relations:

From time to time some of us engaged in public relations in Ireland have discussed the desirability of forming a society, association or club which would enable us to exchange information, advance the interests of PR generally and enjoy one another's company more frequently.

Arising from that letter, a meeting was held in October 1953 at Jury's Hotel on Dame Street in Dublin. The meeting was attended by the public relations managers of a number of public sector bodies such as the national airline, Aer Lingus, and some from the private sector.

This meeting agreed to the formation of the Public Relations Institute of Ireland (PRII), just five years after the Public Relations Society of America (PRSA) was founded. Since the 1950s, the Institute has evolved with Irish, European and international society and with the ever-changing practices of public.

Two years after the formation of the PRII, in 1956, the first full-time Press Officer was appointed to an Irish Government Department, the Department of Agriculture. Other Government Departments followed this example.

Most of the early entrants had previously worked in journalism and the PRII moved quickly to provide support for those entering and working in this relatively new profession.

The first PRII training course in public relations took place in 1954 and education and training remains at the forefront of what the Institute does to this day.

While the majority of those involved in the profession in the early years were men, it was a woman who was central in educating and training generations of professionals. That woman was Gladys Mc Nevin, a mentor and support to those first students of public relations in Ireland. The PRII honour her memory by awarding the Gladys McNevin trophy each year to the best student on the PRII Diploma in Public Relations.

Having been run by volunteers, the Institute professionalised its operations in 2001. Mirroring the aspirations of those early public relations practitioners, the PRII works towards:

wider recognition of the role of public relations in organisations;
higher standards of professionalism;
better qualifications for practitioners; and
to be an effective forum for members to share interests and experiences.

As the profession grew in number and scope of work, the PRII began to provide advice and assistance to colleges and universities wishing to provide credentials in public relations and communications. The first college course in public relations was established in 1978. Today, the Institute accredits courses in communications and public relations across the country. Since 1986 the Institute has run its own part-time Diploma. Since it began, over 3,000 students have graduated with the PRII Diploma in PR.

Over the decades, the numbers employed in public relations agencies and in-house has grown steadily and is estimated currently to be around 5,000 people. It is thought the first public relations agency was set up in 1973 and it is still very much in business.

In 1989, the Public Relations Consultants Association (Ireland) was established as a trade association to provide a forum for agency leaders to communicate with each other, public bodies, and the media. It connects with its global counterparts through its membership of the International Communications Consultancy organisation (ICCO).

The PRCA launched the Awards for Excellence in Public Relations in 1993. Now co-hosted with the PRII, these remain coveted prizes for everyone in the public relations community, while consistently raising the standards of the work that wins.

Both representative bodies (PRCA and PRII) collaborate on joint projects such as lobbying for the profession, organising Awards schemes and competitions, and promoting the reputation of the profession.

The PRII was a founding member of the Global Alliance for Public Relations and Communication Management in 2000. The Global Alliance is the confederation of the world's public relations and communication management associations, institutions and organisations around the world. The current President and CEO of the Global Alliance is Irishman, Justin Green Life Fellow and former President of the PRII.

Over the decades, public relations has constructively contributed to the economic, cultural, political, environmental and social life of Irish people.

In addition to supporting national and international private sector organisations build international corporate and brand identities, those working in public relations and communications in Ireland helped build the ‘brand of Ireland’ as a country to invest in and visit. St Patrick’s Day is celebrated all over the world, providing a unique opportunity to showcase Irish arts and culture and enviable access to political leaders in world capitals.

An Annual General Meeting of the Public Relations Institute of Ireland. This meeting was held during the 1960's, and features Mr. Aidan O'Hanlon, (President), Ms. Gladys MacNevin, (Secretary), and a representative from the PRIl's Auditing firm

This was not always the case. The 1950s and 1960s were decades of poverty, unemployment and emigration. Working with political leaders at home and abroad, public relations and public affairs expertise helped convince the Irish population (and sceptical Europeans) that Ireland’s future lay with Europe. In 1972, the Irish people voted by a vast majority to join the then European Economic

Communities (EEC) (now the European Union), a development that brought major benefits to the country.

Ireland has also led the way in many environmental and public health campaigns: smoky coal was successfully banned in the capital city, Dublin, in the early 1990s and that ban is now nationwide. Twenty years ago, Ireland became the first country to impose a plastic bag levy which led to a 90% drop in use. This was followed by the first national legislation banning cigarette smoking in all workplaces including bars. None of these developments would have possible without the public information campaigns to convince Irish citizens.

**President of the PRII, Dr Francis Xavier Carty presents a PRII President's medal in 1995 to John Hume, a northern Ireland politician who would go on to win a Nobel Peace Prize.**

In recent decades, Ireland has seen the emergence of community and grassroots/citizen activism supporting social change, in many cases necessitating Constitutional change. In 1995 a referendum of citizens allowed divorce for the first time; in 2015 Ireland became the first country to approve same sex marriage by the means of popular vote; and, in 2018, the population voted by another majority to change the Constitution to allow abortion.

In 2020, as the world experienced the Covid-19 pandemic, the public relations profession stepped up to the challenge of supporting the health service, State actors, charities and the private sector to help keep the population safe and keep necessary services functioning. For many organisations it was a period when they realised the critical necessity of professional, strategic, ethical communications and the reputation and respect for the communications sector increased as a result.

When the PRII called for communication volunteers to help charities who had suddenly found themselves inundated with demands for their help while simultaneously unable to host fundraising events, the response was beyond anything expected. There is a word for this in the Irish/Gaelic language: ‘Meitheal,’ it describes a community coming together to achieve a common goal.

In 2022, the PRII carried out a nation-wide study of the profession, canvassing both members and non-members. The picture that emerged is of a thriving, well-educated, well-paid profession with a broad skillset working across both the public and private sectors, in large and small teams and organisations, delivering a wide range of expertise to employing organisations and clients. Other positive findings include social class mobility, a reasonable age distribution, and one where women can thrive and are rewarded at the highest levels, with more women than men in senior level roles. However, a higher proportion of the total male population are in senior roles compared to the proportion of the female population.

With the growth of public relations as an area of study in colleges and universities, those working in the sector are well-educated. 89% have qualifications related to their work and nearly 40% hold a Masters or equivalent.

Today, 53% of the profession work in-house (31% in the public sector and 22% in the private sector). 35% work in agencies and 10% are self-employed.

Irish public relations has proven itself more than capable of competing on the global stage, regularly winning awards in European competitions, including Silver in the global Cannes Young Public Relations Lions.

Today, there are Irish people working at the highest level all over the world in communications and public relations.

Kenya

Public Relations Journey in Kenya

Submitted by Arik Karani, President, Public Relations Society of Kenya

Fifty years ago, a baby was born. A baby whose birth was significant, not only to organizations but to the government of the day. The baby’s name was Public Relations Society of Kenya.

With a history as rich and as old as the Republic of Kenya, the Public Relations Society of Kenya and the PR and communication industry has grown in leaps and bounds. You see, indigenous African communities were known to engage in communication activities, including having their own spokespeople. Likewise, when Kenya became a British East Africa Protectorate in 1895, the British colonial government used Public Relations to enhance relationships, between white settlers, and the local community.

In a memorandum dated 1947, and titled, Public Relations Work in the Colonies, the Chief Secretary to the colonial government described PR as, “the art of establishing and maintaining within a community, a spirit of fellowship and co-operation based on mutual understanding and trust.”

Fast forward to 1971, the founding fathers established PRSK when they found the need to have a professional body to guide PR practitioners in Kenya. With only 20 registered members at that time, and the Late Jesse Opembe as the first Chairperson, the Public Relations Society of Kenya grew its membership and influence and established a rich network of professionals. These professionals were working in different organizations, and they would meet from time to time to catch up and share ideas.

Since then, the Public Relations Society of Kenya has had profound impact on the communication industry in Kenya with our members inspiring change in multiple industries, and organizations.

Over the years, we have been consistent with our mission of Advancing Excellence in Public Relations and Communication Management in Kenya. We do this to ensure that the practice continues to thrive within the ethical framework defined by the profession. Since then, we have grown the Public Relations base in Kenya by 14000 practising professionals.

Our impact has been remarkable, and we have been able to establish governance structures to ensure the Society’s growth is guaranteed. We have also been able to spearhead a continuous professional development program that ensures public relations professionals are upskilling and serving their organizations in a bigger and better way.

We have made milestones, key among them is launching the first ever strategic plan in 2018 to ensure the society has a strategic vision. In 2022 we launched the first ever premier public relations certification programme in partnership with Daystar University. We also launched the Student’s Mentorship program, this we dubbed, ‘PRSK Bootcamp’. We are now actualizing the dream of anchoring the profession in law, through an act of parliament. We also instituted constitutional reforms that ensure that we progress as an organization, and that we establish systems and procedures that help us grow.

As we think toward the next 50 years, we can only move forward from here. Our dream is to ensure we grow beyond bounds. We see ourselves:

**Roll of Honor- PRSK Past Chairpersons and Presidents**

Owning our dream office complex that will provide a space for members to meet, collaborate and share innovative ideas.
We see ourselves facilitating the implementation of the IPRAC Bill
We see ourselves rolling out of the PRSK Certification programme.
We see ourselves establishing a PRSK Education Revolving Fund to provide loans and grants to members keen on building their skills
We see ourselves facilitating the establishment of a research center that will serve as the home of industry trends
We see ourselves facilitating investment in technology to enhance service delivery to members.

But today, we celebrate 50 years…

50 years of forging the path of excellence in Public Relations
50 years of enhancing sustainability in organizations
And 50 years of creating value for organizations.

This is just one society; The Public Relations Society of Kenya. Imagine what impact we would have if we joined hands to forge regional integration and worked together to enhance regional excellence in communication. Therefore, as the Public Relations Society of Kenya marks 50 years, we would like to welcome the other six East Africa Community public relations societies to join us in this path. Together, as a team, we will enhance excellence in communication beyond our region.

New Zealand

A Brief History of Public Relations in Aotearoa New Zealand

Submitted by Tim Marshall APR, Life Member Public Relations Institute of New Zealand (PRINZ)

Modern public relations practice in New Zealand emerged in the 1940s and 1950s from war-time press agentry. Rapid change in the New Zealand economy from the end of World War II saw a growing economy and workforce and an increase in service occupations. PR only began as a defined activity after the war years with about a dozen practitioners in total by 1954. (Trenwith 2010).

In 1953 an Auckland group of practitioners decided to establish a body of PR practitioners and the Public Relations Institute of New Zealand (PRINZ) was formed at a meeting at the Star Hotel in Auckland in September 1953 and incorporated in June 1954. PRINZ met the need to bind the few practitioners together with codes of behaviour and to create an organisation for lobbying purposes, with the aim of producing some occupational norms and discourse (PRINZ Journals 1955-1983).

PRINZ did not capture all practitioners nor represent indigenous Māori or Pacific Island practitioners. Māori as a collectivist, oral society had protocols for relating to one another and visitors, persuasive speech making skills, stakeholder relationship management (manaakitanga) and event management (Sterne 2011). British and European settlers in the late 1700s and early 1800s interacted with Māori speech-makers (chiefs and specially trained or gifted orators), the advisors (tohunga and missionaries), the women (kuia) who knew the protocols for organising events and the leaders (kaumatua) who engaged in discussions, signed agreements, and gave guidance on how personal, organisational, political, inter-tribal and inter-racial affairs should be conducted (Durie, 2003; Walker, 2004)

The kete (basket) of knowledge identifies critical concepts such as whakapapa (identity) which involve using introductions to make relational connections; combined with knowledge of whanaungatanga (relationships) where you spend time getting to know people before trying to do business with them; and demonstrate commitment to the welfare of the community. Manaakitanga (hospitality, reciprocation), kaupapa (purpose, reason); mana (respect for iwi, hapu, family) and tapu (accountability, protection) are all critical principles in Māori public relations.

Māori and Pacific Island public relations principles provide a people-centred approach to PR rather than a systems or corporate-centred approach. They offer an emphasis on human qualities such as humility, authenticity, integrity, pride, respect and dignity. (Trenwith 2014)

The period from 1954, when PRINZ was established, to 1962 was marked by growing confidence in PR by practitioners and a desire to establish public relations in the minds of opinion leaders as a significant professional activity capable of generating economic returns.

The launch of a newsletter to promote professional learning by publishing local and international articles and news, to assist member networking and to promote the Institute was a major step in September 1955. In the first issues of the PRINZ newsletter through to early 1957, the role of PR serving the commercial and service sectors is evident, along with the thrust for tertiary education (PRINZ Journals 1955-1983).

An editorial in late 1957 noted: PR is not understood by business; it lacks the financial ability to promote the profession; PRINZ needs more membership support; PR practitioners have poor media relations, and PRINZ needs to educate its members more.

In 1957 PRINZ membership had risen to 70, PRINZ gained entry to the International Public Relations Association (IPRA) set up by Britain, Holland, France, Norway and the United States of America in 1955, and a new Constitution was launched as the Institute was now on the register of Incorporated Societies.

The first PRINZ National Conference, Wellington, June 1961, was a watershed for PR achieved by staging a big event and having Governor General Lord Cobham give the opening address in which he lavishly praised PRINZ and stated the necessity of good PR in modern business communications.

The theme of the conference was "Achieving Understanding in a Changing World" and it looked at PR usage of radio, television, film and print media. The considerable success of this Conference was the grandest statement PR could make about its professionalism.

In July 1962, the first course of PR at Wellington Polytechnic was announced. This was established and partially staffed by the Wellington Branch of PRINZ and taught PR practices to those who needed to understand them for their business.

In the PRINZ President's report of May 1964 George Gair (later a Cabinet Minister) reflected the overseas trend of higher learning saying PR needed academic training so it had standing alongside other managerial groups. This was partly driven by the lack of confidence the commercial and service sectors had in PR – a symptom of the lack of exclusivity of its knowledge base.

In June 1966 Gair proposed a series of industry awards to serve as PRINZ publicity vehicles to commerce. The Peter Cherrington Memorial Awards for outstanding public relations (now the PRINZ Awards) were instituted in 1974 with just one award made each year for the first 10 years.

The decline of PRINZ is a theme in 1970s newsletter articles and by 1979 PRINZ was in financial difficulty with subscriptions unpaid, and inflation eroding its reserves. The role of PRINZ's newsletter - sharing ideas and creating a knowledge base - was superseded by the emergence of large PR companies who did this themselves, leading to these practitioners losing interest in the PRINZ. In 1979 only three entries were submitted into the Cherrington Awards and no award was made.

PRINZ viewed the development of the Massey University Public Relations Diploma in 1983 as bringing New Zealand’s professionalisation into line with other countries. Content was decided between PRINZ and Massey.

The most hotly debated topic of the 1983 conference was a recommendation from the Management Committee that PRINZ establish an accreditation qualification for full Membership of the Institute (PRINZ Journals 1955-1983). This was the start of PRINZ’s APR process based on the Public Relations Society of America’s APR and led by Joseph Peart, a consultant turned academic who founded the Auckland University of Technology PR programme in 1986.

PRINZ strengthened in the 1980s with membership growing to around 500 and an increasing proportion of in-house (vs consultancy) members from Government, corporates, not-for-profits and educational institutes. This was reflected in the varied backgrounds of the presidents. Peart was succeeded in the PRINZ presidency by Sue Rickerby (a Christchurch-based consultant who became PR Manager for Corbans Wines in Auckland), Rob Crabtree, Gordon Chesterman and Norrey Simmons – consultants from Auckland, Hamilton and Wellington respectively – who were well-served by General Secretary Norma Goodman based in Wellington. In this era PRINZ launched its first website, PRINZ Online in 1995, and in 1998 became a founding member of the Global Alliance for Public Relations and Communication Management.

In the late 1990s Cedric Allan (consultant) took on the presidency to steer PRINZ through the landmark Timberlands ethics case in which a range of complaints set out in the book Secrets and Lies were officially laid, and some upheld, against two senior consultants. Allan and his successor, long-serving former vice-president Tim Marshall (consultant), were equally well-served on the administration, now from Auckland, by executive director Murray McKinnon, a qualified accountant and PRINZ Fellow. In 2003 PRINZ hosted a Global Alliance board meeting in Auckland coinciding with the annual PRINZ conference and Team New Zealand’s disastrously failed defence of the America’s Cup on Auckland’s Waitemata Harbour.

In 2005 Paul Dryden was appointed executive director. Lisa Finucane (a consultant and PR manager for Auckland water company Metro Water) was followed by Fiona Cassidy (a former NZ Army major then PR consultant then holder of many Government PR roles), Graeme Purches (Tauranga-based community relations manager for electricity company TrustPower) and Jane Dodd (Auckland-based consultant) as presidents. Catherine Arrow, who emigrated to New Zealand from England where she ran courses for IPR, worked with Crabtree and Dryden to create a comprehensive CPD programme. Arrow also ensured PRINZ kept up with the play on emerging social media platforms, especially Facebook and Twitter.

Following Dryden’s untimely passing in 2011, PR consultant Simone Bell was appointed chief executive and lifted PRINZ to a new level of professionalism. Bell used her extraordinary management skills to build a healthy bank balance that would stand the organisation in good stead when Covid came along in 2019. Pauline Hughes (a Northland-based practitioner), Bruce Fraser (a Tauranga-based consultant specialising in environmental issues) and Katie Mathison (a Wellington-based Government Director of Communications) served as presidents with Bell.

Elaine Koller (a former communications manager for IBM and Sky Television) took over as chief executive in 2016 and continued to build the organisation including successfully pitching to host the World PR Forum in Auckland in 2020. President Felicity Price (a Christchurch-based consultant) led PRINZ through a governance change to a board structure and Fiona Cassidy was elected in 2019 as the first board chair.

Covid resulted in the World Forum being cancelled and Koller had the unenviable task of putting all PRINZ’s events and training online as New Zealand faced a series of Covid lockdowns.

Cassidy and Koller steered PRINZ through the Covid crisis before standing down in 2022 to make way for new chief executive Suzanne Martin (a professional associations administrator) to pick up the reins with Hamilton-based consultant Heather Claycomb as chair.

PRINZ membership reached a peak of around 1,500 members in March 2019, dropping to 950 in April 2021 before recovering to around 1070 in December 2021.

References

Durie, M. (Office of the VC) (2003). Māori communication strategy.
Sterne, G. (2011). Images of public relations in New Zealand: Perceptions of key stakeholders in business, education and the media (Doctoral thesis). Auckland University of Technology, Auckland, New Zealand. Retrieved from http://aut. researchgateway.ac.nz/handle/10292/4252
Trenwith, L (2010) The Emergence of Public Relations in New Zealand from 1945 to 1954 – The Beginnings of Professionalisation, New Zealand Journal of Applied Business Research, Volume 8, Number 1
Trenwith, L (2014) Public Relations in New Zealand … the missing pieces. In G. Dodson, & E. Papoutsaki (Eds.). Communication Issues in Aotearoa New Zealand: A collection of research essays (pp 74-79). Auckland, New Zealand: Epress Unitec
Trenwith, Lynne summary notes from the PRINZ publication variously called a Journal, a News Sheet and PRINEWS 1955-1983
Walker, R. (2004). Ka whawhai tonu mātou - Struggle without end (Revised.). Auckland, NZ: Penguin

Malaysia

History of Institute of Public Relations Malaysia

by Professor Dato’ Sri Dr Syed Arabi Idid

INTRODUCTION

The Institute of Public Relations Malaysia (IPRM) was established to advance public relations interests in Malaysia. Its formation in March 1962 came when public relations as a concept and definition was relatively unknown to many.

The development of public relations in Malaysia must be seen within the context of the nation’s metamorphoses. The country has transformed politically from Malaya to Malaysia and economically from a newly independent country to a fast-developing country, moving towards industrialisation, focusing on technology, and playing an essential role on the global stage. Its development should also be seen as to how it has impacted the role of universities and higher learning institutions in preparing appropriate education for future graduates entering the industry. Such changes brought direct and indirect impacts on the practice of public relations.

THE PUBLIC RELATIONS SCENE

It was reported that five significant events shaped the country’s public relations development (Idid. 2005). The first was before the advent of the Second World War, the second after the War until Malaya achieved its Independence in 1957, the third was until the formation of Malaysia in 1963 to 1980, and finally, the growth era from 1980 to 2005. I would add another significant phase after 2005 that saw a rapid transformation in the country and globally regarding technology development that impacted public relations as a profession. Each corresponding period provided its share of challenges and demands in shaping the future direction and development of public relations in the country and IPRM itself.

The earlier history of public relations in Malaysia began during the colonial days. The events leading to the outbreak of World War II influenced the development of information strategy. Fear of the enemy and the need to provide information and publicity in the colonies led to the formation of the Ministry of Information in Britain (Grant, 1994). Many of the strategies used by the colonial government were the dissemination of information, publicity, and propaganda activities.

When the British returned to Malaya after the war, the British Military Administration created the Department of Publicity and Printing. When the military rule reverted to civilian rule on 1 April 1946, the Department of Public Relations was created to replace the Department of Publicity and Printing. Among its responsibilities of the new Department was to boost public confidence in the British government, to restore law and order, and to encourage people to grow crops (Idid, 1992).

POST-INDEPENDENCE PERIOD

Following Malaysia’s Independence in 1957, the Department of Information Services assumed a more comprehensive responsibility in guiding people towards achieving a common identity and national consciousness towards nation-building. In July 1961, the Ministry of Information and Broadcasting was established. The post-independence period was significant when the media centre was shifted from Singapore to Kuala Lumpur. The latter had to develop its media infrastructure to be acknowledged as Malaya’s capital and a seat of power. As media was an essential component of public relations, the shift to Kuala Lumpur boosted the growth of the public relations industry in Malaya. Independence also promised a better life for its citizens. In launching the development plans, the government used an information strategy to win the hearts and minds of the people.

Not many public relations practitioners could be found in the early 1960s. Among the handful, several were concentrated in units and departments established by multinationals. The companies with the public relations department then were Lever Brothers, Malayan Tobacco Company, Dunlop Industries, Shell, and Esso. Among the local organisations, the police force and the Central Electricity Board had their own public relations units. The other was the National Union of Plantation Workers.

FORMATION OF MALAYSIA

The formation of Malaysia in 1963, which saw the merger with Singapore, Sabah and Sarawak, widened the horizon for public relations. It added a new dimension to the growth of public relations, with the government machinery taking the lead in public relations campaigns. There was integration of services in the Ministry of Information, namely the Department of Information Services and Broadcasting. The formation of Malaysia also saw a tumultuous period for the government as President Sukarno of Indonesia resented the move, labelling Malaysia as a neo-colonialist, resulting in hostilities known as Konfrontasi or Confrontation. Initially, Indonesia won support from several non-aligned nations against Malaysia. Realising that it had a few friends abroad, Malaysia beefed up its efforts through its Ministry of Foreign Affairs to explain the rationale for the formation of Malaysia, and with the support of a few friendly nations, it won over other countries sympathetic towards its cause. The international public relations exercise was highly successful, and since then, Malaysia participated actively in international affairs.

FROM 1963 TO 1980

This period saw the development of public relations in Malaysia hinged on three important contributing factors: the May 13, 1969 tragedy, the rapid growth of academic programs in the country, and the rise of public relations consultancies. Things changed dramatically towards the end of the 1960s and early 1970s. The May 13 incident, the setting up of academic departments for communication studies in local universities, and the implementation of the New Economic Policy signalled a new beginning in the public relations scene in the country. The tragic May 13 incident prompted the government to revise its information policy. The government felt it did not provide enough information to the people about its policies and implementation. Following this, several ministries appointed press liaison officers, and several government departments started their own public relations units or similar outfits and the appointment of full-time officers.

FROM 1980 TO 2000

During this time, the Malaysian economy recorded tremendous growth marked by rapid industrialisation, along with the government’s privatisation policy that boosted public relations greatly. Several government agencies like Telekom Malaysia, Malaysia Airlines, Tenaga Nasional, and Malaysia International Shipping Corporation were privatised. These newly privatised entities found that they had to reorientate their services to the needs of their customers as their measures of success counted on the profits they made. The government’s vision and the implementation of economic and social projects, plus social stability, gave added impetus for domestic and foreign investors to invest in the country. This period witnessed more companies establishing public relations units and departments which acknowledged the importance of public relations. The transformation of the public relations domain was inevitable, from being information-oriented to market-oriented, from government-dependent to private sector-driven.

CHAPTERS, CONSULTANCIES AND STUDENTS

IPRM tried expanding its membership base and allowing more members from different locations to participate in the institute’s activities by setting up chapters. The old constitution under Rule 52 empowered the council to form groups. Attempts were made to set up chapters in several locations, but two chapters came into being namely the Sabah and Sarawak chapters. In later years, two more chapters were established in Johor and Penang.

IPRM also took serious steps to encourage universities and colleges to establish student chapters. Known by its acronym IPRMSA, the Institute of Public Relations Student’s Association was officially launched on 4 September 1999. It serves as a reference point for the chapters at institutions of higher learning. The objective was to nurture the development of students while they are still studying in universities so that they could gain exposure to professional practice. Today, 14 institutions of higher learning have established their student chapters, six being public universities while eight others are in private colleges and universities.

Consultancies play a significant role in enhancing the number of public relations practitioners in the country and in widening IPRM’s membership. Consultancies offer their expertise in helping clients achieve their objectives and strategies. Eric White, an Australian-based company, was said to be the first consultancy in Malaysia when it set up its office in 1965. Other earlier consultancies include MRPC Asia Sdn Bhd, PTM Thomson/ PTM Communications, Leo Burnette, Burson-Marsteller and Prestige Communications. The number has grown to over 50 consultancies today.

CODES OF ETHICS & CHARTER

As a professional body, IPRM plays a role in advocating the Code of Ethics and Code of Professional Conduct for the public relations profession that sets the standards for ethical and professional practice for its members and as a guideline for the industry. Besides, to further commit public relations practitioners to the industry’s best practices, IPRM started working on Charter status and Accreditation. However, this has yet to be materialised. Both Charter status and Accreditation demonstrate professionalism and accountability on the practitioner’s part and affirm IPRM‘s role in providing guidance, training and setting a benchmark for the public relations industry in the country.

IPRM ACTIVITIES AND AWARDS

From time to time, IPRM organises various activities. Some of these activities became permanent features, while others just lapsed away. Social activities like dinner and dance are held periodically to foster better understanding and friendship among members while tea talks, conferences and seminars are meant for those who seek knowledge. IPRM also organised several significant events, like the Great Debate and the Battle of Wits, that were well received by the general public.

IPRM has recently introduced another activity, which became a brand name for IPRM. Known by the acronym ChaLK (Chat, Listen and Knowledge Sharing), the activity is an informal talk session held with companies, agencies or institutions of higher learning to foster networking and knowledge sharing.

To provide recognition for excellent public relations programs IPRM introduced the Anugerah Kristal (Crystal Awards). The award recognises outstanding public relations programs and acknowledges the high standards of public relations professionalism. It started with the Sang Kancil Awards, the forerunner of the Anugerah Kristal. Being aware that the award is the sole recognition within the country for the public relations industry and organisations, it was highly appreciated by the public relations fraternity. To further broaden the recognition for public relations practice in the country, Most PR Savvy CEO Award was introduced under the Anugerah Kristal. IPRM also introduced the Best Malaysian Newsletter Award.

GLOBAL CAPABILITY FRAMEWORK (GCF)

Launching the Global Capability Framework (GCF) Malaysia on 18 February 2022 was a significant milestone in developing the public relations profession in Malaysia. This followed a research undertaken by Assoc. Prof. Dr Zulhamri Abdullah of Universiti Putra Malaysia (UPM) and his team on how to improve the performance of practitioners within the Malaysian context. The research was based on the study by Prof. Anne Gregory of Huddersfield University UK, the former Chair of the Global Alliance. GCF is the Global Alliance’s benchmark for how professionals in public relations and communication management perform at their best.

GLOBAL RECOGNITION AND INTERNATIONAL CONFERENCE

The appointment of IPRM’s current President, Jaffri Amin Osman, as an executive board member of the Switzerland-based Global Alliance (GA) augured well for the Institute, which provided an opportunity for IPRM to gain international exposure and accorded global credentials to the Institute.

IPRM participated in several programs involving GA on education, training and professionalism for young professionals. Another significant public relations event is the Kuala Lumpur International Public Relations Conference (KLIP), jointly hosted by World Communications KL and IPRM, which saw the participation of public relations practitioners from abroad, including from GA and ASEAN Public Relations Network (APRN).

THE FUTURE – MOVING FORWARD

IPRM has passed the 60-year mark amid a fast-changing environment since its inception. The formation of this institute boosted the professional development of public relations in the country. A longitudinal study conducted in 1972 showed some qualitative changes in public relations in Malaysia, such as the increase in degree holders, more females, and a higher income level (Idid, 2022). In advancing the interest of the public relations fraternity and in catering to the professional needs of practitioners, IPRM has gone through several struggles and challenges. It has shown its resoluteness in surviving the challenges, but the road ahead is still long and arduous. IPRM will continue to re-examine its strategies, missions and objectives to further advance the interests of the public relations profession.

References

ABDUL RAZAK HUSSEIN (1972).
Public relations.
Presented at the Seminar on Public Relations in the Maketing Mix,
Institute of Public Relations Malaysia.
HAMDAN ADNAN (2004).
Government public relations: persuasion, personality, and power.
Kajang: Selangor Asian Public Relations Academy.
HAMIDAH KARIM (1984).
“Review of the PR Situation in Malaysia.”
PERHUBUNGAN RAYA; 1-5.
HAMIDAH KARIM & DATO’ AHMAD NORDIN (1983).
“Public Relations: Putting It Right.”
3rd. CAM/ IRM Diploma.
KIRANJIT KAUR (2002).
Public relations professionalism in Malaysia.
Paper presented at the 52nd International Communication Association Conference.
Seoul, South Korea, pp. 155-173.
RIZWANAH SOUKET (2019).
The Early Information Services in British Malaya, 1910-1950:
A Historiographical Approach. (Doctoral dissertation).
Kuala Lumpur: International Islamic University Malaysia.
SOPIEE SHEIKH IBRAHIM (1973).
Essentials of public relations.
Paper presented at the Tuan Syed Zainal Abidin Memorial Lecture,
Kuala Lumpur.
PROFESSOR DATO’ SRI DR SYED ARABI IDID (2005).
Institute of Public Relations Malaysia, A Historical Perspective.
Kuala Lumpur: International Islamic University Malaysia.
PROFESSOR DATO’ SRI DR SYED ARABI IDID (2004).
Public relations in Malaysia from its colonial past to current practice.
In Krishnamurthy Sriramesh. Public relations in Asia: an anthology.
Singapore: Thompson 207-238.
PROFESSOR DATO’ SRI DR SYED ARABI IDID & ZETI AZREEN AHMAD (2022).
Survey on Public Relations Profile, 2023.
Kuala Lumpur: International Islamic University Malaysia.

Nigeria

Public Relations in Nigeria

Author: Nigerian Institute of Public Relations (National Secretariat)

Historical Perspectives

The early 1950s and 1960s witnessed the creation of PR units in government ministries and corporations.

The Office of the Premier of Western Nigeria, the Nigeria Railway Corporation, the Eastern Nigeria Development Corporation and other government institutions, recognized the role of PR and established PR departments. An Information Service Department was established by the government of the Western Region of Nigeria in mid 1950s, and was charged with responsibility of creating awareness/publicity for government’s programs. Also, the Nigeria Railway Corporation (NRC) contributed towards the development of PR practices in Nigeria by setting up a PR department in 1946 in Lagos. Between 1946 and 1959, NRC sent a number of its PR officers to the UK for PR training and professional development. Dr. Sam Epelle, the first President of the Nigerian Institute of Public Relations (NIPR), was one of NRC’s public relations managers that were trained in the United Kingdom during this period.

Many of the information officers who worked in the government departments became the first generation of homegrown public relations practitioners and consultants in Nigeria. The recognition given to the role of PR practice during this period might have provoked the creation of a public relations professional association in 1963, the Public Relations Association of Nigeria (PRAN).

Given the rising demand for improved knowledge and quality public relations services in the late 1960s, PRAN was transformed into an institute—Nigerian Institute of Public Relations (NIPR) in 1969, hence repositioned to offer high quality professional services and training programs.

Several PR consulting firms were established between the 1970s and 1980s to meet this demand. Specifically, Rod Publicity (which managed the image of a handful of musicians such as King Sunny Ade and the late Fela Anikulapo Kuti), Clarkson Corporation, Bloomel PR Practitioners were some of the PR firms that emerged during this period. Other public relations firms such as Progan Promotions, Good Contact PR Services, Mike Okereke Consulting, Johnson and Associates, etc., also emerged between the late 1960s and early 1980s to shore-up this shortfall. Majority of these firms provided media relations services.

Some of the first generation of homegrown PR practitioners in Nigeria include Dr. Sam Epelle, Manager, Nigerian Railway Corporation; Otunba Kunle Ojora, PR Manager, UAC Nigeria; Dr. Clarkson Majomi, Consultant, Ibru Organisation; Chief Alex Akinyele, Director, Nigerian Customs & Excise; Mazi Mike Okereke, PR Manager, UAC Nigeria; Chief Jibade Oyekan, General Manager, Odua Investment Company Ltd; Dr Adekunle Salu, PR Manager, UAC Nigeria; Alh Ikhas Yakubu, PR Manager, UAC Nigeria.

The economic liberalization period of 1986 led to the privatization and commercialization of state-owned corporations and the creation of an open market economy. Within a short period, highly innovative business organizations emerged to challenge existing corporations in all sectors of the economy. Consequently, the use of fiercely competitive marketing strategies ensued among market leaders and newly emerging firms, which caused a sudden upsurge in the demand for highly skilled (full service) PR consulting firms. The demand triggered the emergence of Quadrant Company, JSP Corporate Communications and CMC Connect Lagos, etc. These firms offer professional services in all aspects of PR processes, including corporate advocacy, events management, community relations, employee relations, financial relations and marketing public relations.

Examples of Early Public Relations Firms still in Operation today

CMC BCW—1992
JSP Corporate Communications—1995
Purple PR—1997
C&F Porter Novelli—1998
Caristas Communications—1999
Media Craft Associates —2003

By 2007, about 51 tertiary institutions were offering full-time or part time public relations degrees and modules.

National PR Body

Nigerian Institute of Public Relations (NIPR, formerly the Public Relations Association of Nigeria), a 60- year old national PR body that regulates both the practice and the practitioners, while setting professional PR standards in the country. NIPR, a creation of the Law, is one of the four chartered PR institutes in the world. Its professional diploma curriculum was adopted by the Nigerian Universities Commission for the unbundling of PR in Nigerian Universities
Public Relations Consultants Association of Nigeria (PRCAN) - established in 1993 to standardize the operations of public relations firms in the Nigeria. Their operation is regulated by a Bye-law of the Nigerian Institute of Public Relations (NIPR).

National PR Platforms, Hubs and Resources

Africa PR and Communications Report—the first and only annual report that documents development of the PR industry across Africa
The Comms Avenue—a homegrown professional development community for public relations practitioners with members across 16+ African countries, North America and Europe
Black House Media—an international PR agency that launched the first Africa's PR and communications report and also launched the ‘World PR Day’ on July 16, 2021.
The Experiencing Public Relations book—the first and only compilation of essays about PR written by women of Nigerian descent, published in 2021.
PRnomics —the first and only PR-focused digital platform in Sub-Saharan Africa.
Marketing Edge Magazine and Brand Communicator – two leading industry publications with international outreach that are in publication now for 15+ years
Nigerian Women in Public Relations—the first and only not-for-profit focused on career advancement and professional support of Nigerian women in public relations

Public Social Movements

EndSARS—a movement against a police squad that amplified the voices of the participants through famous Nigerian influencers
Movement of ‘Obidients’—a socio-political movement of young Nigerians who stand for restructuring and economic development of the country and mobilise their members by means of digital PR on social media
Occupy Nigeria—a socio-political movement against the fuel subsidy increase and illegal government practices. The protesters leveraged social media to share their narratives under #OccupyNigeria hashtag and leveraging traditional media channels (newspapers and TV channels)
Bring Back Our Girls—a social movement to draw public attention to abducted school girls in Chibok and take measures to rescue them. The mothers of the girls mobilised their community, and the protesters created a custom hashtag #BringBackOurGirls that went viral globally

Reference

Otubanjo, B.O., Amujo, O.C. and Melewar, T.C. (2010), “150 Years of Public Relations Practices in Nigeria, 1859–2009”, Public Relations, Advertising & Marketing Journal, Vol. 23 No. 2, pp. 20–31.

Norway

The development and history of Public Relations in Norway

By Anne-Lise Mørch von der Fehr, leader of The Norwegian Communication Association (NCA)

Lobbying had a breakthrough in Norway after the introduction of parliamentarism in 1844. The temperance movement, agricultural interests and church organizations put pressure on the politicians to take action (Danielsen, 1946, cited in Espeli, 1999). In spite of this we still talk about PR as a phenomenon from the post-war period, just as they do in our neigbour country Sweden.

The 1950’s was the professional development building era of public relations in Norway. The term PR, or public relations, had been part of the Norwegian language for a long time, exemplified by the title of what was probably the first Norwegian textbook about the subject - Public relations in the USA (Apeland, 1960). Today, the profession is still in constant development and growth.

Early history

The Norwegian Public Relations Association was founded in 1949. The association consisted of only ten members, including the association's first chairman, Hans Olav (pictured below). People from the business world were allowed to join eight years after the association was founded. This is why communication professionals turned to the public sector and organizational life. The close ties to the governing authorities were illustrated by the fact that our Prime Minister Einar Gerhardsen attended the founding meeting and held, what is later described as "a two-hour confidential conversation about current Norwegian issues” (Mørk, 1994, p.10). Ten years later, the association had grown to 43 members.

**The Norwegian Public Relations Association’s first chairman, Hans Olav.**

Today the majority of communication professionals in Norway are women, but the Norwegian Public Relations Association had only one female member during the first ten years. Alfhild Hovdan, then head of tourism in Oslo, was a member since the association first was founded in 1949. After 20 years, the association had 140 members, and established a local branch in Bergen. A new chairman was also elected, Henrich Nissen Lie. He put in great effort to improve the education and courses related to PR and communication during his three year in position. He also founded an autumn seminar, which The Norwegian Communication Association (NCA) still organizes yearly.

**The Norwegian Information Association, founded in 1982.**

In 1975, communication professionals felt a strong need to establish their own interest organization. The Forum for Public Information (FOI) was created due to the lack of clear guidelines, coordination and proper education. In 1982, The Norwegian Public Relations Association then merged with Norske Bedriftavisers Redaktørforening, a former association for newspaper editors. The newly founded association was named The Norwegian Information Association. They celebrated their 40th anniversary seven years later, with as many as 700 members.

In 2000, The Forum for Public Information and The Norwegian Information Association merged into one association.

A profession in growth

The new association was named The Norwegian Communication Association (NCA). We still use this name today. The association had 2,300 members in 2000, and the majority were women. The first elected leader was Hans Wilhelm Gullestad (pictured below). The association had 11 local - one in each county in the country.

Since the year 2000, we are proud to be the only association for communication professionals in Norway. We still have ten smaller branches located in each county. The NCA’s main goals are to work for the advocacy for the profession, transparency in society, and to strengthen the members’ qualifications.

**Hans Wilhelm Gullestad, the first elected leader of the The Norwegian Communication Association (NCA).**

In 2009, the Norwegian PR industry celebrated its 60th anniversary. The year before the NCA had 3,000 members, which surpassed 4,000 members in 2011. The majority of the members were women, and most members worked in private sector. The NCA has about 4,300 members today. We aim to attract more members from the private sector and communication agencies in the years to come.

Communication has grown into a complex profession demanding a wide variety of professional skills. This is mainly due to digitalisation and the growth of new platforms. The NCA produces content online, in newsletters, in podcasts and we still produce a paper magazine distributed to all members four times a year. We also organize a wide variety of short term courses and two large seminars – one during spring and one in the autumn.

Communication work today

Over the past few decades, the number of communication advisors in the public and private sector in Norway has increased. A relatively small number of communication professionals are employed in agencies. The growth in coumunication workers may indicate that the PR industry and the skills have gained a more important position in society. Some believe that the growing number of communication workers in the public sector is a democratic problem. Some might claim that communications advisers prevent journalists from reaching those in power, or that communication workers partake in propaganda or lobbying. On the contrary, there are only a small number of communication advisors in Norway who partake in these activities (Wolland, Thommesen & Årsheim, 2017 p.11–12). At the end of the day, the most important task, regardless of sector, is to make facts and information available to the public.

Higher education

The number of positions in PR and communication is likely to increase in the coming years. Professionally skilled and socially committed communication workers seems to be needed. As previously mentioned, the number of communication workers is increasing, and the Norwegian PR industry is constantly developing and growing. To work as a communications advisor, it is often required that you have a bachelor's degree or a master's degree. Communication advisers in Norway can have very different educational backgrounds. Most communications advisers have an education in PR, communications, journalism or in other fields in the media industry.

A brief overview of studies related to PR and communication in Norway today:

Communication and media science: 45 registered studies at 12 educational institutions
Journalism: 15 registered studies at eight educational institutions
Communication and marketing: Nine registered studies at four educational institutions
Marketing: 42 registered studies at eight educational institutions

Poland

The Polish Public Relations industry

By Luiza Jurgiel-Żyła, President of the Board of the Polish Public Relations Association, and Roksana Obuchowska, Member of the Board of the Polish Public Relations Association

There are three main organizations in the Polish Public Relations industry: the Polish Public Relations Association (PSPR), the Polish Public Relations Consultancies Association (ZFPR), and the Public Relations Agencies Association (SAPR), established in 1994, 2001, and 2020, respectively.

The Polish Public Relations Association (PSPR) is a community of PR professionals working for the development of the PR industry since 1994. It is created by people in Poland who are in charge of public relations in business, government, non-governmental organizations, academics, and agency representatives (roughly 200 people*). PSPR’s formal and semi-formal initiatives on sharing know-how and experiences are also supported by the companies, organizations, and institutions acting as supportive partners. PSPR’s structure is developed by a club of experts, such as the spokesperson’s club, the internal communications and employer branding club, the personal branding and PR celebrity club, the public affairs club, the investor relations club, and the PR for education club (education about PR). PSPR also cooperates with students and their academic circles. Since 2019, PSPR has been a member of the Global Alliance for Public Relations and Communications Management (GA).

The strategic and pro-developmental scope of expertise of PSPR is focused on monitoring the condition, problems, and changes of the PR industry in Poland, defining its challenges, initiating activities to fulfill its needs, and upgrading the quality of PR services in all sectors. Additionally, PSPR is on guard for PR quality standards, represents the industry in its cooperation with both the government and market, integrates the PR community, raises the rank of the profession, and popularizes public relations activities and their importance.

Historically, PSPR supported the professionalization of the industry by creating, first in Poland, the Ethics of PR Code (1996). PSPR co-created, together with the Internet PR Foundation and the Polish Public Relations Consultancies Association, the PR Ethics Council (2006–2020). The association organizes PSPR Day, an annual PR conference, and actively supports PR industry initiatives in Poland. Gerald Abramczyk, Anna Adamus-Matuszyńska, Piotr Czarnowski, Rafał Czechowski, Krystian Dudek, Luiza Jurgiel-Żyła, Alma Kadragic, Marek Kosewski, Sebastian Łuczak, Szymon Sikorski, Dariusz Tworzydło, Wiesław Uziębło* received honorary membership for special merits.

The Polish Public Relations Consultancies Association (ZFPR) has represented the PR industry in Poland since 2001. It is created by the PR agencies and focuses on the activities directed to them. Its main activities are the protection of the interests and rights of its members, strengthening the market position of the PR professional, and representing its members in front of public administration institutions. ZFPR not only conducts research on the industry's most important events, but it also develops training and educational programs aimed at upskilling professional qualifications and shaping professional competence development. In 2021, ZFPR had 36 members—PR agencies. ZFPR is a member of the Polish Confederation Lewiatan, the International Communications Consultancy Organization (ICCO), and the Union of Entrepreneurs and Employers.

The Public Relations Agencies Association (SAPR) was created by the PR companies’ representatives, who have 400 people working for 38 agencies in Poland as of 2021. SAPR was established in 2020 by 20 agencies that felt there was a need to meet the challenges of the PR industry in Poland. Its mission is to create a much more professional PR market in Poland, built on fundamental values like democracy, truth, ethics, and honesty. It focuses on educating market players and social partners on the importance of PR in building and protecting one’s reputation as well as promoting strategic thinking about communications. SAPR supports the exchange of experience, high professional and ethical standards, transparency, and knowledge sharing. It fulfills its mission through seminars, trainings, research, and industry awards, such as PR Wings and the Andrzej Stolarczyk Award.

Puerto Rico

History of Public Relations in Puerto Rico

Submitted by E. Tomás Dardet, APR, Lic.R-17, President, Public Relations Association of Puerto Rico (PRAPR)
By: Claudia Aponte, M.A., Licensed Public Relations Practitioner, Secretary of the Public Relations Association of Puerto Rico (PRAPR) 2022–2023

Public relations arrived in Puerto Rico around the mid-20th century. Puerto Rico is an unincorporated territory of the United States as a result of the Spanish-American War, ceded by Spain in 1898 after the Treaty of Paris. Today, both nations maintain a constitutional connection and the profession is, in part, a direct legacy of that political, social and economic relationship.

Public relations is considered a modern profession, linked to mass media development. In the U.S., the profession started out at the beginning of the 20th century with propaganda efforts made by the government and industrial companies. Still, it reached Puerto Rico a little later through press agents who obtained positive news for clients, mainly in the press, and later on, in cinema and radio.

In the early 20th century, Puerto Rico was an agrarian society that struggled with high unemployment and poverty rates. In 1947, the local legislature passed the Industrial Incentives Act that eliminated corporate taxes to encourage foreign investment. The evidence suggests that public relations were formally established during this historical juncture with the first elected Puerto Rican-born governor Luis Muñoz Marín, who, beginning in 1948, used public relations to promote change. There is also evidence of prior concerted propaganda efforts made by the U.S. government to, among other things, motivate local citizens to enlist in military service during the First and Second World Wars, promote birth control and encourage American tourists to visit the island.

Muñiz Advertising (1923), West Indies Advertising (1923) and Publicidad Badillo (1944) were among the first advertising agencies to offer PR services on the island. Between 1920 and 1930, Guillermo Navarro Fuentes worked for the Porto Rico Railway Light & Power Company and was the first person to have a public relations title (although many debate this). U.S. military Governor Blanton Winship (1934–1939) was the first to promote American tourism on the island. During his administration, José Arnaldo Meyners served as his first press secretary. Also, during the 1930s, renowned Puerto Rican writer Luis Pales Matos directed the public relations office of the Puerto Rican Emergency Relief Administration (PRERA). Other prominent local writers also lent their literary pens to the profession.

In the 1940s, Muñoz Marín hired communications firm Ogilvy to promote Puerto Rico, its industrial development model and its tax benefits among American businesspeople. The governmental effort, known as Operation Bootstrap, consisted of a series of programs to modernize and industrialize Puerto Rico's economy. The goal was to transform the island's agricultural economy into an industrial one. The Economic Development Administration, also known as the Puerto Rico Industrial Development Company (PRIDCO), encouraged the establishment of factories to increase local employment and stimulate the hotel industry’s development to support tourism.

During those years, the Puerto Rico Information Service Office was established in the U.S. to generate publicity and positive news in the media about the island’s industrialization process and its economic transformation. The arrival of U.S. companies to the island also brought American executives who sponsored PR initiatives that were mainly focused on strengthening media relations, coordinating special events and organizing corporate activities.

In 1949 the local government established the Puerto Rican Division of Community Education (DIVEDCO by its acronym in Spanish) to educate the population on various topics using audiovisual media. DIVEDCO hired writers, artists, photographers, community leaders, filmmakers and musicians to create films, posters and educational materials on topics such as literacy, health and disease prevention, democracy and civic engagement, among other social issues.

By the mid ‘50s, Puerto Rico already had several press, radio and television media outlets. In 1957, a group of PR practitioners -recognizing the importance of the profession for economic development and social wellbeing- created a professional group known as the Public Relations Society (PRS). Its membership included pioneers such as Manuel González, Sixto Toro, Samuel de la Rosa, Agustín Echevarría, José Arnaldo Meyners, Ramón Casablanca, among others.

The PRS encouraged the participation of local professionals in various international conferences held in Mexico, Venezuela, Chile and Italy, during the 1960s. In 1964, then-PRS president Samuel de la Rosa was elected president of the Inter-American Confederation of Public Relations (CONFIARP). That is how, in 1965, the 5th Inter-American Conference of Public Relations Associations took place in San Juan. However, the PRS dissolved after a period of inactivity.

Several important milestones occurred in the 1970s. On May 19, 1970, the Puerto Rico Public Relations Professionals Association (PRPRPA) was officially incorporated in the local State Department to professionalize the practice and encourage education. The first colleagues to incorporate the PRPRPA were Samuel de la Rosa, Iraida Fernández, Rafael de Santiago and Josef Pons.

In 1972, the first School of Public Communication was established at the University of Puerto Rico’s Río Piedras Campus, and with the professionalization of the practice, community relations efforts were also expanded. Among the most recognized campaigns is Enceste, created by Puerto Rican food and beverage distribution company V. Suárez & Co. to raise awareness among citizens about the importance of proper litter disposal in public spaces.

In 1976, the U.S. Congress approved Section 936, a provision enacted to encourage corporations and its subsidiaries to settle in Puerto Rico. The pharmaceutical industry, took advantage of Section 936, increasing the need for qualified PR professionals to take charge of corporate, internal, marketing and crisis communications, as well as community and media relations. One example was the Adopt-a-School program, developed by Syntex to support public schools.

The following decades saw the establishment of several advertising and public relations firms. These included Corporate Communications, McCann-Erickson, Y&R, Edelman, Badillo Saatchi & Saatchi, Comstat Rowland, West Indies, Martí Flores Prieto, Premier Maldonado & Associates, Plus Public Relations, De La Cruz & Associates, Hill & Knowlton and Burson-Marsteller, among others. There was also a very active chapter of the International Association of Business Communicators (IABC).

**Dr. Edward L. Bernays (center) with several university students, while visiting Puerto Rico in 1984.**

The 1980s brought great expansion and visibility to the profession. In 1984, Dr. Edward Bernays visited the island for the first time, met with several colleagues and college students, and established a scholarship fund in his name for promising students. In 1985, Sacred Heart University established the first master’s degree in Public Relations. In 1988, the PRPRPA held its first Annual Convention and the following year, in 1989, the Excel Awards were created to recognize PR professionals for their outstanding work in the field.

During the 1990s, many companies developed campaigns and programs focused on the promotion of the arts, sports, education, recycling, environmental conservation and drug use prevention. Pioneering companies such as Goya of Puerto Rico, Bacardí, Burger King, Triple S, Colgate and Banco Popular understood the value of hiring bilingual PR professionals. Non-profit organizations such as the Conservation Trust (now named Para la Naturaleza) and SER de Puerto Rico, also executed emblematic fundraising efforts, although there were many others that did as well. The government also implemented efforts to increase the island’s visibility, such as the Puerto Rico Pavilion at the Universal Expo in Seville, Spain, and the Great Columbus Regatta held in 1992 in San Juan. Another important effort was Puerto Rico 2004, a partnership created to promote development and economic growth through the country's bid to host the 2004 Olympic Games.

**Fernando E. Valverde, APR, Fellow PRSA.**

The development of the practice of public relations in Puerto Rico, as it is known today, is due in part to Fernando Valverde, APR, PRSA Fellow. Thanks to his initiatives and mentoring, many professionals obtained the APR accreditation granted by the Universal Accreditation Board (UAB). The first practitioners to obtain the APR accreditation in Puerto Rico were Fernando Valverde, Luis Cruz-Echevarría, Lourdes Pérez-Pons, Iris Santini, Thomas Kierce, Olga Mayoral-Wilson and Josef Pons. The first APRs inducted to the PRSA College of Fellows were Fernando Valverde, Olga Mayoral-Wilson, Gigi De Mier and Ana Toro, and in 2023 Raquel Rivera joined this group.

During the 2000s, the PRPRPA achieved important agreements with the Global Alliance for Public Relations and Communications Management and the Public Relations Society of America. PRSA Fellow Gigi De Mier, APR, fostered these alliances and voluntarily coordinated the APR accreditation until 2006, when the PRPRPA assumed that role.

After several years of strategic planning and lobbying efforts, the PRPRPA achieved the approval of Act 204 of August 8, 2008, which created the Puerto Rico Regulatory Board of Public Relations to regulate the profession. Puerto Rico is one of four countries in the world that requires a license and continuing education to practice the profession.

In 2020, the PRPRPA celebrated its 50th anniversary and in October 2022 changed its name to Public Relations Association of Puerto Rico (PRAPR). Nowadays, there are close to 1,000 licensed PR practitioners in Puerto Rico and four local universities offer degrees in communication with emphasis in public relations. About 200 university students graduate each year from such programs and there is a growing number of local PR agencies and independent consultants.

Today, 25 colleagues keep their prestigious APR accreditations up to date. Annually, the PRAPR conducts orientations and review sessions, offered by Accreditation Chair Gladys Díaz, APR, who as part of this role since 2006 supports PR practitioners interested in taking the APR accreditation exam. From 2022 to 2023, E. Tomás Dardet-Hevia presided the PRAPR’s Board of Directors.

Sources

Asociación de Relacionistas de Puerto Rico. (2023). Cronología del Proceso de Regulación. Webpage: www.relacionistas.com
Asociación de Relacionistas de Puerto Rico. (2023). Ley Núm. 204: Porque ser relacionista es cosa seria. https://relacionistas.com/ley204/
COPU, Escuela de Comunicación. (2022). Historia de la Escuela de Comunicación Pública. Webpage: https://copu.uprrp.edu/sobre-nosotros/
CONFIARP. (2023). Nuestros Presidentes. Webpage: https://www.confiarpoficial.com/nuestros-presidentes/
Díaz, Gladys. (2023, January). (C. Aponte, personal interview).
Del Valle, Liz Yanira. (2020, October). Maestría en Relaciones Públicas cumple 35 años. https://insagrado.sagrado.edu/maestria-en-relaciones-publicas-de-sagrado-cumple-35-anos/
El Nuevo Día. (2020, September) Relacionistas profesionales anuncian su convención anual. https://www.elnuevodia.com/negocios/economia/notas/relacionistas-profesionales-anuncian-su-convencion-virtual/
Lehman College CUNY (2023). Operation Bootstrap, https://lcw.lehman.edu/lehman/depts/latinampuertorican/latinoweb/PuertoRico/Bootstrap.htm
Martínez, Joseph. (2023, January). (C. Aponte, personal interview).
Puerto Rican Division of Community Education (DIVEDCO), https://en.wikipedia.org/wiki/Puerto_Rican_Division_of_Community_Education
Rivera, Ivelisse. (2003). Las relaciones públicas en Puerto Rico, Revista Tendencias, pág. 3-4.
Rivera, Iris, Mayoral Olga, et al. (2020). Son “Sin Cuenta”: Retrospectiva de las relaciones públicas en Puerto Rico: Retos, evolución y huellas en el país. (Videoconferencia durante la convención anual de la Asociación de Relacionistas de Puerto Rico). https://drive.google.com/file/d/1xg8Zut5itdLOEmdO7009A3hHnJfyOrek/view
Rodríguez Juliá, Edgardo (January 14, 2023). Marca Puerto Rico. Opinión. El Nuevo Día, pág. 38.
Sainz de la Maza, Julio. (2022, December). (C. Aponte, personal interview).
Sued, José Orlando, Dr. (2022). Las relaciones públicas en la década del 1940. (Videoconferencia de la Fundación Luis Muñoz Marín vía Facebook Live) https://www.facebook.com/watch/live/?extid=CL-UNK-UNK-UNK-AN_GK0T-GK1C&mibextid=dbqmp1&ref=watch_permalink&v=445889064042306
Valverde, Fernando. (1994). Relaciones Públicas en Acción: Casos de Programas. San Juan, PR: Publicaciones Puertorriqueñas, Inc.
Zapata Ramos, M. L. (2011), Global Alliance Puerto Rico PR Country Landscape.

Spain

The Evolution of Corporate Communication in Spain

By Miguel López-Quesada, presidente de la Asociación de Directivos de Comunicación, Dircom (translated into English by Google)

Corporate communication has become one of the most strategic areas in the business world. Since its arrival in Spain, public relations has experienced great development and has been in constant transformation. According to research on the history of PR in our country, led by professors Miquel-Segarra and Navarro-Beltrá, the vast majority of academics do not hesitate to place the origin of PR activity in Spain between the ’50s and ’60s, with the consideration of Joaquín Maestre as the father of PR in the country.

The discipline experienced an important turning point between the ’80s and ’90s, when a new current appeared, based on the French school and promoted by Lucien Matrat, which defends a comprehensive vision of communication. PR was evolving into a new term: corporate communication.

In that scenario, in November 1992, in a small office on Serrano Street in Madrid, ADC Dircom, the Association of Communication Directors, was born. Promoted by a group of professionals in the sector, in its beginnings it served to create a corporate spirit among those who carried out similar functions in the field of communication, normally press managers who preferably worked on relations with the media. The priority, therefore, was to create the function and provide it with content in the organizations. A profession had to be created and given a managerial dimension where there was a lot of “trade” and craftsmanship.

As a professional association, a fundamental part of our mission has been to raise awareness of our role in organizations and society. Through representation before administrations, social and business organizations and the academic world, we work to ensure that our profession is recognized, favoring the professional dialogue of our companies and institutions with different audiences, among which the media play a prominent role, generate specialized employment and demonstrate that truthful and professional communication is a powerful tool to create reputation and improve the democratic quality of our society.

Thanks to the work of thousands of professionals, and the drive of Dircom, communication in organizations has been acquiring the relevance it deserves, being today, in many cases, an area transversal to other directions, which offers constant collaboration with other disciplines and presents an overall strategic vision, which allows not only to anticipate but also to combat the threat of possible crises.

United Kingdom

A CIPR Professionalism milestone: obtaining Chartered Status

Submitted by Professor Emeritus Anne Gregory PhD, Hon. Fell. CIPR, FRSA, FHEA, MAIE Dip., Huddersfield Business School, University of Huddersfield

Achieving Chartered Status was a significant milestone for the then Institute of Public Relations and the wider public relations profession.

At the Annual General Meeting in 2005, the Deputy Clerk to the Privy Council handed over to the Institute a framed, vellum declaration embossed with the Queen’s own Seal. This was the Royal Charter and represented two years of intense work which it had been my honour to lead as the President who submitted the formal application.

The former Institute of Public Relations had made previous submissions in the 1950’s and 1970’s, but 2004 was exactly the right time to make a further attempt. In the previous year an important report jointly funded by the then Department of Trade & Industry and IPR had showed the importance of the industry as a mature contributor to the UK economy and society. The Department also become the main sponsor for a formal final application for the Charter.

Fiery hoops

Gaining Chartered status is a testing business overseen by the Privy Council. For IPR the process involved making a public declaration that the Institute was applying for a Charter and asking if there were objections, asking other potentially interested bodies such as the Chartered Institute of Marketing if they recognised public relations as a separate and unique professional field and consulting Government Departments and related organisations.

In the application the Institute had to demonstrate it was committed to working in the public interest, that it was stable and the pre-eminent body in the field. It also had to prove that over 75% of its members were qualified up to at least first degree level.

However, the Department for Education and Skills (DfES), as it was then, raised a number of issues that seem surprisingly contemporary, for example, it wanted to see a stronger commitment to diversity and equal opportunities, particularly for ethnic minorities.

It questioned the membership classes the Institute had and particularly, wanted to see high value put on the designation Chartered Practitioner as a signifier that those individuals had the highest standards of service quality, integrity and professional competence. The public should be in no doubt that Chartered Practitioners were seen to be in a class of their own, separate from all other types of membership.

The DfES also wanted due recognition of high standards in the Institute’s own education and training and that of other providers which it would accredit. Interestingly, the Department also wanted the Institute’s CPD offering to include significant elements of management and leadership.

An important issue the Department saw was a potential conflict of interest between the Institute being both an accreditor of programmes, for example at Universities, and a provider of them and new governance structures had to be put in place to ensure a proper separation of these powers.

After a number of discussions between the Department and the national qualifications Regulator, the Qualifications and Curriculum Authority and action being taken by the Institute, all parties agreed that there was sufficient rigour in place. The results were then presented to the Privy Council and following approval of both the Charter Petition and the By Laws by them, the Charter was awarded.

Consequences of being a Chartered Institute

Obtaining Chartered status brought a number of benefits and responsibilities to the Institute which are still in place.

It has a clear obligation in law to work for the public good. Government regulates its qualifications and takes an interest in changes to membership criteria.

The Institute has a statutory right to be consulted by Government on matters that pertain to the profession and it is expected to be active in the public affairs arena. An example of where this has taken place is in the registration of lobbyists. As with other professional bodies, the Institute is expected to be active internationally and here its membership of the Global Alliance is important.

For CIPR members, the professional code of ethics becomes doubly important and is linked to the obligation to work for the public good, building trust and transparency being key elements. The Chartered mark is also a public indicator of the highest standards of professionalism and competence.

Back to the future

Looking back at the original documents, there is a profound sense of déjà vu. Some of the topics that were current in 2004 seems amazingly pertinent today.

We are still trying to actively address issues of diversity. There are still too few ethnic minorities in our profession, but there are other concerns too. Although the profession is now predominantly female, it remains dominated by men (note senior positions and conference speaker lists) and the pay gap persists. The number of disabled people in our field is derisory and the social class make-up is of deep concern. Added to this is a distinct London-centricity which is stubbornly difficult to shift.

Education and training is still an issue. Amazingly there are still vestiges of anti-intellectualism in the profession and a reluctance to engage in systematic and challenging training. This is reflected in relatively low numbers for training courses and post-graduate qualifications given the numbers of practitioners in the field. Even now CPD in management and leadership is all too often side-lined for skills training and this unfortunately has the effect of confirming the practice in the technical role rather than that of the Trusted Adviser.

Despite the Charter, there are constant battles to be fought over professional jurisdiction, that is, the boundaries of the professional territory we own. Marketing continues to encroach as the communicative functions integrate and the management consultants, IT and HR specialisms take larger bites of our business. As the value of the intangible asset base of organisations increases and the fight for legitimacy and ‘voice’ intensifies, the importance of public relations is being increasingly recognised and others are wanting to move in. And there are new arrivals to the party – behavioural economists and organisational psychologists to name but two.

In strange contradiction to this last point, there are still issues with the legitimacy of the profession. ‘Working for the public good’ is not a natural descriptor of our profession for most people and there is so much still be to be done. There is a constant stream of scandals, such as the Bell Pottinger case in South Africa, that indicate that the profession’s moral compass is not always set to True North. Money and supposed client interest trumps the public interest too often in the public mind.

A view to the future

So what does this view of the Chartered journey lead to? Obtaining chartered status was always a point in a journey not a destination. There may not have been as rapid progress as desired, but progress there is. There are more communication and public relations professionals in Board rooms than ever before. There are more energetic, qualified and purposeful people entering the profession than ever. Salaries are rising and demand for competent practitioners is buoyant. The Trusted Adviser role is highly valued and those at the top of their game can expect to be well rewarded. There are more women in senior positions and at long last, positive indicators towards increasing diversity in the profession.

My key conclusion from this reflection on the journey is this: we still have to crack the serving society nut. Working for the public good is not pie in the sky. Ultimately organisations which thrive are those which contribute to solving society’s problems and gain public support by being good in all the rich dimensions of that word. Understanding what is required to gain that support is the essence of public relations.

Emeritus Professor Anne Gregory Hon FCIPR

Anne is Emeritus Professor of Corporate Communication at the University of Huddersfield, former President of the CIPR and a past Chair of the Global Alliance of Public Relations and Communication Management. She runs her own consultancy and currently works with the World Health Organisation, UK Government, Echo Research and is Adjunct and Visiting Professor at a number of Universities around the world.

This paper is republished, with minor edits, from Gregory, A. (2018). A CIPR Professionalism milestone: Chartered Status. In Platinum: Celebrating the CIPR at 70 (ed. S. Waddington), London, Chartered Institute of Public Relations

United States

The History of Public Relations: A Brief Overview Public Relations Society of America

Written by: Cayce Myers, Ph.D., J.D., APR; Director of Graduate Studies and Associate Professor at the Virginia Tech School of Communication. Dr. Myers currently serves on the PRSA Board of Directors.

When did public relations begin?

At the core of the debate of PR’s beginnings is the question of whether PR is a profession or an action. If public relations is an action, then it begins with communication that is intrinsic to humanity. If public relations is a profession, then its beginnings are in the industrial world of professionalized managers working within large organizations.

While the origins of public relations are not exactly clear, one of the major contributors to the growth of public relations in the United States is the growth of the press and public opinion. During the 18th century, newspapers grew in both Europe and the American colonies. Pamphleteering was a major contribution to the growth of colonial unrest in the soon to be United States. Thomas Paine and Samuel Adams were instrumental in galvanizing public opinion against British control of American colonies through their adept use of essays. After the revolution, this use of the press to shape public opinion continued. The Federalist Papers, a group of essays published anonymously by Alexander Hamilton, John Jay, and James Madison, were instrumental in changing public opinion in favor of ratification of the U.S. Constitution.

***Elizabeth Cady Stanton, circa 1880.*** *Public Domain, Wikimedia Commons*

By the 1820s and 1830s there was a heightened awareness of public opinion within politics. In Andrew Jackson’s administration there was a recognition that political communication with the press and public was essential in governance. Amos Kendall, a member of Jackson’s informal “Kitchen Cabinet,” became a presidential advisor who advocated on behalf of the president to the public and press writing many of the president’s speeches and official statements.

**100 Years Of Progress Of Women—1848–1948—3-cent 1948 issue U.S. stamp. From left to right: Elizabeth Cady Stanton (1815–1902), Carrie C. Catt (1859–1947), Lucretia Mott (1793–1880).** Bureau of Engraving and Printing. Public Domain, Wikimedia Commons

By mid-19th century great societal change was brewing in the U.S. at the grassroots level. Social movements, including the anti-slavery movements and women’s suffrage movements, began working in earnest. Newspaper editorials, organizational circulars, and special events, like the Seneca Falls Convention for women’s suffrage in 1848, were part of the larger efforts to bring attention to these social causes and expansion of civil rights. Figures such as Frederick Douglas, Elizabeth Cady Stanton, and Henry Ward Beecher were highly adept advocates of their social causes. Their speeches, essays, and planned events led to highlight injustice and inequity that galvanized public opinion that ushered in societal change.

By the late 19th century, American business underwent massive change that ushered in new communication practices, many of which are now standard. From the

18th century until the mid-19th century most businesses were sole proprietorships. However, with the advent of the railroad, telegraph, and widespread mail delivery, American businesses had the infrastructure to grow beyond the small, artisanal institutions. Employees, investors, shareholders, customers, government regulators, politicians, and communities all became important publics. The press also developed journalism further with greater investigative stories seeking social reform, which forced business to develop and maintain their image and reputation with the public.

**Ivy L. Lee, Library of Congress Harris & Ewing Collection 1905.** Public Domain, Wikimedia Commons

Gone was the day when William Henry Vanderbilt’s famous quote “the public be damned” was the ethos of American business. Part of the shift in American corporate public relations came in the form of the press bureaus set up as in-house counsel. Public relations firms, notably the Boston based Publicity Bureau, began providing communication services to clients. Ivy Lee, the Princeton educated son of a Georgia Methodist minister, would come to symbolize early corporate public relations. Connected to his work with John D. Rockefeller Jr. and Standard Oil, Lee would write the Declaration of Principles, the first ethical code of public relations practitioners.

**4 minute men, a message from the government at Washington Committee on Public Information:** H. Devitt Welsh.

World War I was a watershed event for public relations practice. It would be the first time when communication was strategically used on a mass scale. President Woodrow Wilson created the Committee on Public Information (CPI), known as the Creel Committee after its famed chairman and former journalist George Creel. The CPI was known for its use of promotions, such as the Four Minute Men, and its press restrictions to bolster U.S. support of the war. The CPI is significant also because it was a committee where many of the luminary figures of public relations in the 20th century got their start, notably Edward Bernays and Carl Byoir.

**Doris E. Fleischman and Edward L. Bernays.** Public domain, via Wikimedia Commons

Bernays’s work with his wife Doris Fleischman would reshape the identity of public relations practice in the 1920s and 1930s. He is credited with coining the term “public relations counsel,” teaching the first public relations course at New York University in 1923, and writing a prolific number of books and influential articles, including Crystallizing Public Opinion (1923) and Propaganda (1928). A nephew of Sigmund Freud, Bernays was keenly interested in how human psychology impacted perception and reception of messages. He also advocated for a type of communication that embraced what today would be called thought leadership.

Public relations gained a greater position with the business community. The Public Relations Society of America (PRSA) was founded in 1947. Other professional public relations organizations proliferated outside the U.S. In 1950, PRSA created its first code of professional standards, and in 1964 the Accreditation in Public Relations (APR) was introduced as a credentialing in the field of PR. Similarly, the academic study of public relations proliferated in colleges and universities with scholars such as Rex Harlow and Scott Cutlip establishing core curriculum in the field.

During the 1960s, social movements including the Civil Rights Movement, the Women’s Movement, the Gay Rights Movement, and anti-war movement used communication tactics and strategies to promote social change and advocate for equity in American society and politics. Figures, such as Bayard Rustin, Clarence Jones, and Yuri Kochiyama, utilized special events, editorial writing, and speeches to create earned media for their causes.

**Gay rights demonstration at the Democratic National Convention, New York City, July 11, 1976:** Leffler, Warren K., photographer.

By the 1970s and 1980s public relations became increasingly international, and more inclusive. Women, such as Marilyn Laurie who went on to be the first woman to be a Chief Communication Officer in a Fortune 10 company, entered the public relations field in greater numbers, and practitioners such as Ofield Dukes, Moss Kendrix, and Inez Kaiser, broke through racial barriers to become leaders in the public relations field. Large public relations firms with worldwide offices became a norm in the industry as the complex issues of public relations clients demanded a variety of communication services.

***170 W 130 St., March on Washington.*** *New York World-Telegram* and the Sun staff photographer: O. Fernandez, photographer.

By the 21st century public relations had transformed as a field to be more inclusive and diverse not only among practitioners, but also within fields of practice. Public relations as a term became more associated with relationship management and strategic communication. PRSA’s definition of public relations reflected this when in 2012 it announced their official description of the field, “Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

As the 2020s unfold, the public relations field continues to evolve with digital communication, and the utilization of paid, earned, shared and owned media. However, the core tenets of the field, notably ethical communication, continue to guide the practice as it has in the field’s storied past.

Vietnam

History of Public Relations in Vietnam

Submitted by My Nguyen Khoa, Golden Pen, Vietnam

Keeping up with the economic development, market expansion and international integration opportunities, Vietnam Public Relations industry has created its own marks since its beginning, reflecting the current era, the rich history and dynamic economy of the country. The essence of our Public Relations style originates from the method our ancestors and the past generations applied in dealing with external and domestic issues across the long-standing history of our country. It is an analogy of the high acumen and flexibility of the bamboo tree, which may look vulnerable but is highly adaptable, reflective, relevant and extremely hard to break. We are proud of what we own the unique “bamboo diplomacy” which has been proven over time in a lively manner as an embodiment of how we apply public relations in addressing political, social and economic matters of the country.

Unofficial public relations events throughout the history

The history of Vietnam lasted more than 4000 years. In Vietnam’s 4000-year history, each dynasty had issued its announcements and publications to the public. The foreign and trading policies were also implemented in a multi-dimensional way, depending on each historical period. Many activities with the characteristics of public relations have appeared in history records and Vietnamese traditional folklores.

Since reclamation, the Vietnamese tradition has valued human relationships and emphasized the necessity to build and maintain prestige. The idea of "people as the foundation" became a main factor to the society's existence and development. The knowledge of communications and manners formed thousands of years ago has become the foundation for the modern PR industry in Vietnam.

Binh Ngo Dai Cao (Great Proclamation upon the Pacification of the Wu)
Source: National Library of Vietnam

The Vietnamese feudal dynasties applied many forms of propaganda to motivate the people to participate in defending and building the country. Vietnamese history recorded the first two public announcements, which were the foundation for Vietnamese diplomacy in general and the PR industry in particular, namely Nam Quoc Son Ha (Mountains and Rivers of the Southern Country) and Binh Ngo Dai Cao (Great Proclamation upon the Pacification of the Wu).

Nam Quoc Son Ha is considered as the unofficial version of the king's announcement to convey the message of the country's independence and sovereignty, Binh Ngo Dai Cao was the official statement with a strong affirmation of national independence and sovereignty against the Northern invaders, declaring Dai Viet’s (the name of Vietnam at that time) lasting peace and independence.

The degree of “Binh Dan Hoc Vu” issued to the public in 1945

In the 20th century, Vietnam had more propaganda activities that were widely used in the period of fighting foreign invaders from 1945 to 1954. Many major propaganda campaigns were launched such as: the campaign calling for young men to enlist in the army, the "Bình dân học vụ" movement (an education movement for the public to fight illiteracy), which was first initiated in 1945, and continued from 1956 to 1958 in northern Vietnam.

In the period 1954 to 1975, Vietnam was divided into two regions. The form of "Dân vận" (mobilizing the people) was popularly used in the North, in order to build a great unity of the Vietnamese and create united strength for the revolution. In the South of Vietnam, the PR activities were mostly press conferences about war.

Thus, although Vietnamese were not familiar with the term "Public Relations" and modern PR skills, they have applied the functions of public relations and communications effectively, especially in politics and governance.

**Advertisements on a street in Sai Gon—the South of Vietnam in the ’60s**
(Source: National Archieve Centre N1)

Vietnam PR & Communications industry in the dawn of development

In Vietnam, the trend of public relations and communications is deeply influenced by socioeconomic factors. When being introduced to Vietnam, it was a relatively new activity, leaving gaps for academic scholars and specialized researchers to fill. After 1986, Vietnam issued the Doi Moi policy, which greatly changed the business environment and increased foreign investment. The PR & Communications industry was also formed at this time. International corporations such as Coca-Cola, Unilever, and Ogilvy Public Relations have entered Vietnam with their theories and experiences from other markets.

The stamps set published by the Ministry of Information and Communications to promote SEA GAMES hosted in Vietnam in 2003
(Source: Ministry of Information and Communications)

The open business environment, coupled with the economic growth post-Doi Moi has shown great demand for the PR industry. To meet the actual requirements of the market, knowledge exchange and teaching of public relations and communications have taken place in Vietnam. The first course was taught at the Ho Chi Minh City Semi-Public Open University in 1993, with the material named "Human Relations and Communications in Business" (translated title) by Huynh Van Tong, published in 1994. Between 2004-2005, the first two foreign books on public relations were translated into Vietnamese: "Public Relations” (Frank Jefkins) and “The Fall of Advertising and the Rise of PR” (Al Ries and Laura Ries).

News about PR first appeared on Thanh Nien daily news – a popular newspaper in Vietnam
(Source: Thanh Nien daily newspaper, 1997, 1998)

At the end of 2006, one of the first scientific seminars on PR & Communications was held at the Hanoi Academy of Journalism and Communications with the topic "Bachelor of Public Relations - Opportunities and Challenges". The workshop pointed out the practical limitations of the communication planning industry in Vietnam and deemed it necessary to have a theoretical foundation for clear orientation and guidance. After the seminar, a Bachelor of Public Relations was designed and implemented at Hanoi Academy of Journalism and Communications. At the end of 2010, the Bachelor of Communication was introduced at RMIT University Vietnam.

“Nang niu ban chan Viet”— one of the first PR campaigns in Vietnam of Biti’s in 2002
(Source: Biti’s Vietnam)

Entering 2007, when Vietnam joined the World Trade Organization (WTO) and revised its trade and investment policies, it witnessed rapid economic development and international business opportunities increasing. Large companies were starting to realize the need for better relationships with clients through media or events. Since then, the growing demand for PR specialists has led to the establishment of many PR companies and internal communication planning departments at both national and international levels. The number of companies providing PR consulting services increased to 300 in 2008, and in 2007, PR was ranked by the press as one of the 10 most attractive professions in the market.

PR & Communications activities in Vietnam during this period mainly focused on two areas: event organization and press relations. Vietnam PR companies have made solid development steps, gradually expanding and dominating the market where previously the market share mainly belonged to foreign PR companies. Many campaigns were professionally organized and gained wide recognition from the public such as: "Đèn đom đóm" (Firefly lights) by Dutch Lady, "I love Vietnam" by Honda, and "Nâng niu bàn chân Việt" (Embracing Vietnamese feet) by Biti's - a Vietnamese footwear brand.

Vietnam National Day at Dubai Expo 2020
(Source: Ministry of Culture, Sports and Tourism, 2022)

Although Vietnam's PR industry started strong, it is still spontaneous and lacks consistency. To face such barriers, in April 2019, the Vietnam Public Relations Network (VNPR) was established with the aim to connect the Vietnamese community of PR professionals to share knowledge and best practice and respond to changes in the public relations model in the new period, contributing actively to socio-economic development of the country.

Vietnam PR & Communications Industry—the rising star of SouthEast Asia

Entering the new millennium, the process of integration and innovation has promoted international exchanges, leading to relationships between people, countries and organizations becoming more diverse and complex. PR - Communications activities became indispensable and are deployed more professionally in Vietnam, creating a buzz when conveying corporate images to the public.

The socio-economic development and the process of international exchange and cooperation would be necessary conditions for Vietnamese PR practitioners to update information and learn from the international community. At the same time, understanding and inheriting the national cultural identity is a sufficient condition to adapt PR & Communications activities to local customs, promoting the PR & Communications industry. With such motivations, Vietnam is making its mark on the map of the PR industry in Southeast Asia.

Top winning photos of the contest “Kien Cuong Vietnam – Resilient Vietnam” by VNPR shown on Times Square, New York
(Source: VNPR)

With emerging technology trends in a flat world, the PR & Communications industry in Vietnam has made remarkable progress, but there is still a long way to go. PR & Communications companies and professionals are working hard to join international PR & Communications associations, update global standards, and enrich public relations education programs in the country. A generation of talented professionals are also working together to build local and global PR & Communications industry standards, create a common code of conduct in the local community to address service standards and ethical issues, and together, take public relations activities in Vietnam to a new level.

References

Long, N.V.T. (2023). Nam Quoc Son Ha and Binh Ngo Dai Cao: the first 2 documents as the foundation of Vietnam PR history
Loan, V.T.H (2014). Public Relations in Vietnam: From theory to practice. Retrieved January 19th 2023, from: https://www.researchgate.net/publication/337758673_Public_Relations_in_Vietnam_From_theory_to_practice
Hang, D.T.T (2010). PR industry in Vietnam. Ha Noi: Labour and Social Publisher
Clara, L. & Hanh, L. (2023). Brief Overview of Vietnam’s PR Industry
Mi, T. (2001, September 29th). PR Agency Ogilvy officially oppened its office in Ho Chi Minh City. Thanh Nien. p.4
Thuy, K. & Thong, N. (1998, September 6th). New jobs in the market economy. Thanh Nien. p.10
Thanh, H. (1997, May 11th). From marketing to PR. Thanh Nien. p.5
Huyen, N.T.T. (2010). PR in Vietnam: Việt Nam: The first step and its path to professionalization. Journalism on theoretical and practical issues (Volumne 7). Ha Noi: Vietnam National University, Hanoi.

Zambia

Public Relations in Zambia Yesterday and Today

By Irene Lungu Chipili, President, Zambia Institute of Public Relations and Communications

INTRODUCTION

Zambia attained its independence on October 24, 1964. Although research is required to show the role of Public Relations (PR) in aiding strategic decision making in Zambia, pockets of PR functions can be observed in organisations at different levels. PR has generally been practiced in both the public and private sector of the country.

HISTORY OF PR IN ZAMBIA (1964–2000)

Between 1964 to 2000, individuals mainly with diplomas from fields outside PR such as human resource, journalism, marketing and public administration were responsible for managing the PR function in the country. This was because there was no-stand alone PR training in Zambia at undergraduate and post graduate levels during the said period. Evelyn Hone College of Applied Arts and Commerce, an institution of higher learning officially opened in October 1963 in Lusaka and was responsible for producing graduates who worked as PR and Communication practitioners then. The College offered a Diploma course in Journalism and many PR graduates then trained at this Institution.

**ZAPRA members during the 2013 Conference**

This scenario had its own downside as Diploma holders in the Journalism field did not have adequate expertise in PR functions because PR was a small component of the Journalism training. The state of affairs was worsened by the fact that professionals outside PR were freely appointed to serve in PR and Communication as there was no regulation of practitioners then. As a result, PR was generally practiced haphazardly as practitioners and organisations did not fully understand the profession as they mistook it for propaganda or spinning purposes. It was generally difficult for the nation then to safeguard the interests of practitioners and different stakeholders they served. Most companies in Zambia also became dormant volcanoes of crisis as they were caught up with disasters and did not what to do in the absence of proper training in PR.

RECOGNITION OF PR IN ZAMBIA

Around the years 2000 and 2005, the recognition of professional PR in Zambia started gaining ground. There were people practicing PR before except there were no distinct PR qualifications. Government departments, Ministries, Local Authorities (LAs) and the private sector in Zambia started appreciating PR and were employing PR personnel. However, few organisations created PR and Corporate Affairs departments or units. Moreover, PR personnel particularly in Government and LAs were still junior officers who did not report to management. Although few stand-alone PR and Corporate Affairs departments or units were set up, some of these units were still reporting to other directorates and did not report directly to management. Around this time, PR Training in Zambia was still mainly at Diploma Level.

The University of Zambia (UNZA) had PR as a module under its Mass Communication degree programme but never as a standalone programme until 2005 when a PR Diploma programme was developed under UNZA extension studies. The National College of Management and Development Studies, which is now Mulungushi University, started offering PR at diploma level. The Zambia Institute of Mass Communication (ZAMCOM) and Mindolo Ecumenical Centre were some of the institutions which were offering a Diploma in Journalism and PR respectively although again, PR was not a stand-alone training course. PR jobs were given to people with Journalism, Marketing, Teaching, Psychology and Mass Communication and related qualifications.

PR TRAINING AT UNDERGRADUATE AND POST-GRADUATE LEVELS IN ZAMBIA

Stand-alone PR Training at undergraduate level in the private and public universities of Zambia started around the year 2005 following the recognition of the profession in the country. Australia Institute of Business and Technology (AIBT), which was then a tuition Institute for Edith Cowan Australia, was one of the earliest institutions to offer PR at degree level under its programme, BA Communication Studies. Cavendish University started training between 2006 and 2007 with a Degree in Journalism and Mass Communication and later introduced a Degree and Master’s Degree in PR. LIUTEBM introduced the Bachelor of Arts Degree in PR in 2010 and later introduced a Master’s Degree in PR. National Institute of Public Administration (NIPA), which previously had a Diploma in PR course, introduced a stand-alone Degree and Master’s Degree in PR. Rusangu University also introduced a Degree in Journalism and Communication which had a component of PR. Mulungushi University started training students in PR and Journalism in 2018. As can be noted, specific training in PR and Corporate Communication was now available in Zambia.

JOURNEY TO A PROFESSIONAL ASSOCIATION FOR PR AND COMMUNICATION IN ZAMBIA

In view of the increasing number of trained PR professionals, PR Agencies and PR Consultants sprang up in the country. Cutting Edge and Stimuli PR were some of the earliest PR Agencies in Zambia. Later, many Agencies and PR Consulting firms came on board. There was also high demand by employers for professional PR/Communication functions in organisations and therefore practitioners united to establish an association for PR practitioners to coordinate the profession and later began to pursue professionalising PR through an Act of Parliament. Consequently, the Zambia Public Relations Association (ZAPRA) was established as a professional body for Communications and PR practitioners in the country in 2008. The main objective of ZAPRA was to promote professionalism, knowledge sharing, and ethical conduct among the members.

JOURNEY TO REGULATE PR AND COMMUNICATIONS PROFESSIONALS THROUGH AN ACT OF PARLIAMENT

In recognition of the growth of the PR profession in Zambia, ZAPRA members began to pursue regulating the profession through an Act of Parliament. In line with this, different stakeholders including Government Ministries were engaged on the proposed regulation of PR and Communications professionals. The goal was to establish the Zambia Institute of Public Relations and Communication (ZIPRC) to regulate PR and Communication practitioners in the country.

On November 23, 2020, then Zambia’s Minister of Information and Broadcasting Services and Chief Government Spokesperson Dora Siliya launched the Government Communication Policy which re-energised the efforts of stakeholders to regulate PR and Communication in the country. The Government Communication Policy was aimed at having a well-informed citizenry and a well-coordinated approach to Government communication from PR practitioners and other communicators. This was because the coordination of various Government institutions was vital in ensuring that provision of information to the public was coherent, consistent and timely.

PATH INTO HAVING A ZIPRC ACT NUMBER 11 OF 2022

In July 2022, Zambia’s Information and Media Minister Chushi Kasanda presented the ZIPRC Bill, 2022, to Parliament for consideration. This followed the decision of the 13th Cabinet meeting chaired by Zambia’s President Hakainde Hichilema which approved the ZIPRC Bill 2022 for publication and introduction in Parliament during the current sitting. As per procedure, the ZIPRC Bill was referred to the Committee on Media, Information and Communication Technologies and the Committee was required to submit its report on the Bill to the House by July 27, 2022. ZIPRC would provide for registration of Public Relations and Communication professionals and regulate Public Relations and Communication professionals’ conduct, among other functions.

On August 9, 2022, President Hichilema assented to the ZIPRC Bill and it became ZIPRC Bill Act Number 22 of 2022. The Act continued the existence of ZAPRA and renamed the Association as ZIPRC and redefined its functions. The Act also provides for the registration of PR and Communication professionals; regulates PR and communication professionals conduct; constitutes the Council of the Institute and provides for its functions; and matters connected with, or incidental to the foregoing.

IN 2023 AND BEYOND, WHAT NEXT FOR PR AND COMMUNICATION PRACTITIONERS IN ZAMBIA?

**APRA & ZIPRC Council members during a meeting with Hon. Chushi Kasanda**

By February 2023, when the legal transition period for the new law will end, PR and Communication professionals in Zambia will require a practising licence. This means that it will be illegal for unlicensed professionals to practice PR and Communication in Zambia. Zambia will host the 34th African Public Relations Association (APRA) Conference in Lusaka from 15th to 19th May, 2023, an annual Conference which brings together public relations and communication practitioners within Africa and beyond. The Conference will provide an opportunity for Zambia to showcase the transformation and milestones by the country by professionalizing PR and communication.

Indeed, this is a great milestone to the PR and communication profession in Zambia and beyond.

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