1. business and industrial
2. advertising and marketing
3. public relations

HISTORY OF PUBLIC
RELATIONS
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The history of Public Relations begin as
human being lived in a society.
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People use public relations to solve crisis
and problems through two way
communication.
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History also shows that almost all great
leaders are a good PR practitioners.
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As early as 1800 b.c. in Iraq, messages were
crafted or written on stones to educate farmers
on agricultural technique to encourage them to
be involved in producing food for the nation.
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In Yunan , good orators are made leaders. A lot
of politician try to get help from SUFI
practitioners to sharpen their communication
skills.
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Romans and the Greeks are example of good
orators who uses rhetoric to persuade the
followers. Example Julius Ceasar and Aristotle.
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Scholars describe the development of public
relations differently. But all agree that public
relations is about communicating to influence
public opinion.
Development of public relation growth can
be discussed by focusing on its key activities:
Persuasion
Publicity
Information
Marketing
Management
 Persuasion
In early years, using persuasive speech to
spread religion such as Islam and
Christianity. The Greeks and Roman use
public speech to win support for their
policies. Using rhetoric to persuade
others.
 Publicity
American Public Relations use publicity
and promotion for commercial reason,
fund raising or building personalities. In
the 1920’
1920’s, it was more incline toward
promoting products and raising money
for charitable purpose.
 Information
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Using information to create awareness and
encourage support for and participation in
campaigns become more popular during
World War I and II
To gain independence from Colonial
Masters
Information was the key to development
and nation building efforts of newly
independent government
 Marketing
 PR has become more involved in marketing
with the rapid growth in communication
technologies, development of infrastructure,
easier access to international market and a
more consumerconsumer-oriented society.
 Greater emphasis on promotion and efforts
to remain distinctive among competitors.
 Practitioners help to organize exhibitions and
road shows by issuing information pamphlets
on company at exhibition and road shows.
 Management
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Increasing pressure from better informed customer,
employee and activist has encouraged PR
practitioner to take a more managerial approach in
executing task.
Conducting Public Opinion Poll, strategic planning
and knowledge-base counseling is growing among
practitioners.
Large organizations and service oriented
organizations emphasis on long term relationship
with strategic publics
Globalization, rapid computerization, internet have
forced public relations to be result-oriented.
Strategic planning and knowledge-based
counseling is growing among practitioners.
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According to Hamdan Adnan in his book
“Prinsip Perhubungan Awam” PR in
Malaysia begin as early as the era of the
Malacca Rulers.
The rulers will ask intellectuals to write or
spread information on their good deeds
through ‘hikayat’ or poems. One of the
well known history books was written by
Tun Seri Lanang pertaining to Hikayat
Raja-raja Melayu.
According to Hamdan, Hang Tuah and
Bendahara Tun Perak are an example of
good PR practitioner who are able to solve
a lot of community problem and make
Malacca a well known port at that time.
Early PR aimed at gaining independence,
formalizing national status, promoting and
maintaining unity among the different
ethnic groups and promoting government
development plans.
Most activities conducted through public
campaign.
1939 - Department of Information set up in
Singapore to inform development of the
war.
1946 – under Malayan Union, Department
of Public Relations was set up. Produce
leaflets as well as radio broadcast and
face to face communication, through
public meeting to carry out the task.
1948 – the department was rename
Department of Information which is
presently known as Ministry of Information.
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Main task is to counter communist
propaganda during communist
insurgency period.
Early 1950’s – development of
communication infrastructure was
accelerated. Broadcasting facilities
were expanded, cinema projectors and
public address system were double to
improve communication to the people.
Government Public Relations
Between 1960 and early 1980’s, PR was focused
on efforts to build a democratic nations.
 Main functions were press relation work and
dissemination of information about government
policies.
 In 1970, PR department was set up in almost all
department and agencies. Facing problem of
qualified PR practitioner.
 Government hired private consultancies for help
with the planning and strategy development
segments of the government campaigns. This
included campaign design, media contacts
and management of special events
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Public Relation Consultancies
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Grew in 1960s with the growth of multinational organization.
The first known PR agencies is Eric White
Associates started in 1965.
Today there are about 40 local and foreign
based PR agencies in Malaysia.
Most local agencies serve local businesses
that cannot afford international
consultancies.
Cater task such as media relations, event
promotions and product launches.
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1.
2.
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4.
Corporate Public Relations Department
Multinational companies set up their own
in-house PR departments.
Corporate PR dept focus mainly on gaining
acceptance of their organization in their
community in which they operate and in
assisting in increasing employee
productivity.
Corporate PR dept supported various
government nation building efforts
especially in sports and education. They
also provide scholarships and donate to
welfare projects.
Set up in 1962 to give a further boost in the
industry.
Government information officers made up
most of the members.
Aimed to upgrade public relations practice
in Malaysia.
Drew up code of ethics based on British
Institute of Public Relation to self regulate
the practice in the country. This code is not
subject to law.
There are about 600 practitioners in the
government and private sector of whom
about 500 are registered as members of
IPRM.
Press Agentry Model
Public Information Model
Two way Asymmetrical Model
Symmetrical Model
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J Grunig and Hunt (1984) developed 4
models of PR based on evolution of
Public Relations in U.S.
They have identified two variables to
explain the selected model:
1. Direction
2. Purpose
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DIRECTION
o Indicate whether the model uses one way or
two way communication
o One way - Dissemination of Information
o Two way – Exchange of Information
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PURPOSE
› indicates whether the model uses
“Asymmetrical” or “symmetrical”
communication.
 Asymmetrical communication emphasizes on
changing the public not the organization.
 Symmetrical communication tries to adjust the
relationship between the organization and the
public.
 FOUR MODELS OF PR
› PRESS AGENTRY MODEL
› PUBLIC INFORMATION MODEL
› TOW-WAY ASYMMETRICAL MODEL
› SYMMETRICAL
 ADDITIONAL
MODELS
› MIXED MOTIVE MODEL
› PERSONAL INFLUENCE MODEL
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Aim to publicize the organization, its
products and services in any way possible
or to get favorable publicity for the
organization
Involves one way communication
dedicated to help the organization control
the public that affect it.
Organization does not reveal complete
information in an attempt to control /
dominate the environment.
This Model is used to promote celebrities,
products, sports or organization’s leaders.
Seeks to ‘disseminate’ information to the
public as truthfully and accurately as
possible.
Involves one-way communication through
controlled organization media and mass
media.
Not based on research and strategic
planning.
Promote the organization and tried to
change the behavior of the publics but not
the organization.
Used by government agencies, non-profit
organization and association.
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Uses theories of persuasion to develop
message that are likely to persuade
strategic publics to behave as the
organization wants them.
The model emphasizes on dialogue
which the organization dominates and
requires the public to make necessary
change, not the organization.
Can be used effectively when there is
little conflict with the public.
Better than Press Agentry and Public
Information Model since it researches the
public’s attitudes.
Business firms in highly competitive
market use this model.
Majority of public relation consulting firms
provide two-way asymmetrical models
services to their clients, more often than
the other three models.
Public relation program based on
research and which uses two-way
communication to manage conflict and
improve understanding with strategic
public.
Negotiates rather than using forces.
Used by highly regulated Business
Agencies.
Characteristic
Press Agentry
Public
Information
Two-way
Asymmetrical
Two-way
Symmetrical
Purpose
Publicity
Dissemination
of Information
Scientific
persuasion
Mutual
Understanding
Nature of
Communication
One-way;
complete truth
not essential
One-way; truth
important
Two-way;
imbalance
effects
Two-way;
balanced
effects
Communication
Model
Source
Receiver
Source
Receiver
Source
Receiver
Feedback
Source
Receiver
Feedback
Where
practiced today
Sports, theatre,
products
promotion
Government,
nonprofit
associations
Competitive
business
industries
Highly
regulated
business
agencies.
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Mixed – Motive Model (Murphy 1991)
 Middle ground between the two way
asymmetrical and symmetrical model.
 Organization and publics seek to negotiate
outcome that are most advantageous to both
parties in the long term.
 Applies in excellent PR department as an
extension of symmetrical model.
 Persuade publics with the asymmetrical model
and negotiates with symmetrical model.
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Personal Influence Model (Sriramesh 1992)
 Practitioners use interpersonal communication to
build personal and long term relationship with key
individuals of the organization’s strategic public like
media, government, political body or among activist
group.
 Uses one-way communication and its purpose is
predominantly “synchronic” or asymmetrical.
 Use various techniques such as hospitality and giving
gifts of influence to build lasting friendship.
In-class exercise
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History & development of PR
› Internationally &
› Locally
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List and discuss the variables that
explained the 4 Models of PR by J.Grunig
& Hunt
Discuss in detail the comparison of
characteristics of the 4 Models of PR