Evolving Definition

It has been 90 years since the first book on public relations was written. ("Crystallizing Public Opinion" by Edward  Bernays). In that book, Bernays set down the first formal definition of this social science that more people today are practicing, researching and studying than ever before. Public relations, he wrote, is "information given to the public, persuasion directed at the public to modify attitudes and actions, and efforts to integrate attitudes and actions of an institution with its publics and of publics with those of that instittion." One of the reasons this definition remains significant is that it serves as a foundation on which the literally hundreds of definitions that followed have been built.

This early definition by Bernays perfectly summarized his belief that it is the job of the professional communicator to shape and/or redirect public opinion. Throughout his entire career Bernays never wavered from this perspective. Many other practitioners and scholars that followed echoed his sentiment. At the same time, others believed public relations was more of a tool designed to establish and maintain alliances or partnerships. Rex Harlow, one of the most recognized communication scholars, put it this way: "Public relations is the distinctive management function which helps establish and maintain mutual lines of communication."

Just last year, the Public Relations Society of America seemed to suport the Harlow prspective by declaring public relations as a strategic process designed to build on "mutually beneficial relationships" between organizations and their publics. This definition reinforced the fascinating evolution of public relations as a practice and social science. From shaper or manipulator of public opinion to builder of relationships. Upon first glance, that may seem like quite a shift. But my sense is the shift, though intriguing, has been more gradual than dramatic. After all, each relationship - professional or personal - requires some degree of persuasion.