In the recently, very succesfully concluded 19th Global Communication Conclave of Public Relations Council of India ( PRCI ) in Goa, the MC, Ms Sumana Ranganath, in a quiz, asked the audience whether advertising or Public Relations started first. There were different opinions among the delegates attending the conclave. And myself, a professional engaged in both, since last 45 years, made my humble opinion that Advertising has a longer history than Public Relations (PR) as a profession. But most of the others criticised me vehemently and my point of view.
The fact is that, earliest forms of advertising dated back to civilizations, such as, ancient Egyptians using papyrus for advertising messages (around 3000 BCE).
Ancient Greeks and Romans using public criers, posters, and inscriptions to promote goods and services. PR as a profession emerged in the late 19th and early 20th centuries. Ivy Lee is considered as one of the pioneers of modern PR, working in the early 1900s. Edward Bernays, known as the Father of Public Relations, wrote about the PR principles in the 1920s.
Volney B. Palmer’s Agency (1841) is considered one of the first advertising agencies of the world. It was established in Philadelphia, USA, by Volney B. Palmer. This agency primarily sold space in newspapers for advertisements.
The Publicity Bureau (1900), founded by Ivy Lee and George Michaelis, is considered as one of the first PR agencies. It was established in New York and focused on crisis communication and reputation management. Advertising is a one-way communication, where the messages are crafted and delivered to the target audience. It’s paid for by the advertiser, which can impact perceived credibility. Public Relations (PR) on the other hand often involves two-way communication, where relationships are built, and dialogues are encouraged between the organization and it’s stakeholders.
It can be more credible and reliable, as PR efforts often rely on earned media coverage, which is perceived as more trustworthy than paid advertising. PR isn’t always entirely two-way, and some PR efforts may involve one-way communication, such as press releases. Advertising also can be used to build relationships and engage with audiences, especially with the rise of digital advertising. Both the professions were disrupted by the emergence of the new medium, digital, but continue to grow by adapting to changing technologies, consumer behaviours, market trends and supplementing & complimenting each other.