Public Relations and Social Marketing

PUBLIC RELATIONS AND SOCIAL MARKETING 4(1+3)

Lesson 1 : Introduction to Public Relations

Evolution

Public relation life cycle

History of PR can be traced on two factors- Media of communication and maintaining relations with people.

Period	Theme	PR activities	Land marks
Pre historic period- the basis for the origin of public relations	Mythological and celestial PR communication	Communication through epic, music, dance, sculpture and other art forms like coins for identification, decorative items etc. Rayabaras- negotiations Viduraneethi-code of conduct	One way communication
Historic period First period- 1500 BC-1858 AD	The state of propaganda- to promote ideology among people with motives	Ideology of different religions Rock edicts and stone pillars by Ashoka to communicate dharmas Jarokha darshan- the appearance of emperor for freely meeting people to receive their petitions and grievances through Jarokha, means window and open information court James Augustus Hicky, the Father of Indian Journalism started first weekly news paper- The Bengal Gazette or Calcutta General Adviser on 29 Jan 1780, He described the objective of this paper as “ A weekly political and commercial paper , open to all but influenced by none” Christian missionaries started three newspaper (1818-1819) – Dig darshan, Friend of Indian and Samachar darpan- sources of religious and British empire information to the public for their enlightenment Commercial information started in 1818 itself, The Calcutta Journal by James Silk Buckingham and John Planner, the salt merchant Social communication in 1821 by Raja Ramohan Roy, the Father of Indian Language Journalism to create awareness against social evils and to encounter Christian missionary propaganda against Hinduism The first war of Indian independence in 1857 – in support of Sepoy mutiny, underground press activities informed and communicated the Indians the misrule of East India Company and made people to revolt against the British	Two way communication- interpersonal Administrative relations Introduction of print media Introduction of commercial and social information through print media Public interest information
Second period- 1858-1919	The era of publicity	Introduction of The Editors Room for better relation between Government and Press in 1858 where journalist could come and peruse Government papers for public interest Philanthropic age and community relations – beginning of community relations as an element of public relations in industries to maintain better employee relations. TATA Iron and steel Company was the pioneer for this type relations by launching endowment of higher education for Indian graduates of merit in abroad and building of industrial townships First world war publicity in 1914-1918 , by establishing Provincial Publicity Boards and Central publicity boards	Introduction of media relations Public relations through charity activities and industrial relations Structuring of PR at Govt. level
Third period-1919-1947	Gandhian era public communication	Peoples participation in Dandi march, Purna Swaraj, Swadeshi and Quit Indian movements were promoted by reciting Bhajanas, Keerthanas, devotional songs etc National Flag was erected on every house of Indians to communicate the message of desire for independence. Initiated newspapers-Young India, Navajivan, The Harizan weekly Gandhi was titled as the Father of Indian Public Relations by Public Relations Voice, the first Indian PR professional journal The Bureau of Public information and All India Radio were placed under a new organization called the Directorate of Information and Broadcasting for better coordination and effective war information to people during Second World War.	Various means of public communication in practice Establishment of Directorate
The Fourth period- 1947-1991	The age of PR	Communal harmony was maintained at the time of separation of India and Pakistan through print media A separate Ministry for Information and Broadcasting was created during the year 1947 and Sardar Vallabhbhai Patel was the first minister. Plan publicity was developed with the launching of industrial policy and Five year plans, to practice public relations with people in various fields of growth and development.	Cabinet status to PR through the establishment of separate ministry Introduction of PR activities in all developmental departments.
The fifth Period 1991-2009	Indian PR with Global perspective	Mergers and acquisitions Arrival of global competition Arrival of international players Emergence of new media Rise of next generation communicators PR consultancies and companies Image building Crisis management Industrial trends Resource requirements and Skill set requirements.	Introduction of PR departments in public and private sectors and establishments.