Duane Roberts 
PR agency is the art and science of managing communication between an organization and its publics. But, beyond tweets and press releases, lies the intricate work of PR pioneers who laid the foundation for what has evolved into a critical component of modern business operations. For this article, we’re going to take a closer look at some of the individuals who have greatly contributed to the field of public relations. These pioneers have not only made an indelible mark but have also paved the way for future practitioners to shape an industry that is as fluid as it is influential.
Edward Bernays: The Father of Spin
Edward Bernays is often referred to as the “father of public relations,” he was instrumental in shaping PR not only as a business tool but also as a societal force. His work focused on the application of psychological principles to influence public opinion. Thanks to Bernays, PR practitioners came to understand the power of opinion leaders, effectively establishing a bridge between public attitudes and business communication.
One of Bernays’ most famous campaigns was in the 1920s. He worked with the American Tobacco Company to make it acceptable for women to smoke in public, a taboo at the time. To achieve this, he organized events where women were seen publicly smoking, linking cigarettes to the concept of ‘equality’ and using the suffragette movement. It was a groundbreaking PR move and an early demonstration of the power of public relations in creating cultural shifts.
Ivy Lee: The Pioneer of PR Transparency
Contrasting Bernays’ indirect and often manipulative approach was Ivy Lee’s emphasis on PR grounded in honesty and openness. Lee is credited with being one of the first to advise his clients to communicate directly with the public in the event of a crisis. His counsel to the Pennsylvania Railroad following a 1906 accident is a textbook example of crisis management.
Realizing the importance of the PR industry in shaping business responsibility, Lee laid the foundations for ethical communication practices that resonate today. His approach, which was based on providing the press with accurate information, significantly impacted the transparency standards in public relations. PR professionals continue to advocate for this principle as it fosters trust and credibility, key elements for any successful organization.
Doris Fleischman Bernays: A PR Powerhouse in Her Own Right
While Edward Bernays took the spotlight as a “PR pioneer,” his wife, Doris Fleischman Bernays, played an equally integral but often overlooked role in shaping the PR industry. Doris was the first woman to be accredited as a journalist in the state of New York and was a formidable intellect and force in her own right.
Doris worked alongside her husband but refused to take on a traditional “supporting” role. She was a high-ranking officer at her husband’s PR firm and was instrumental in the American United War Work Campaign during World War I. She also challenged societal norms, advocating for women’s rights and opportunities within the PR industry and beyond.
The Legacy of the PR Pioneers
The impact of these PR pioneers is far-reaching. Their insights and innovation have transformed public relations from a mere transactional tool into a strategic discipline that shapes the very fabric of society. Today, as PR professionals stand on the shoulders of these giants, they continue the work of framing public discourse, fostering community, and advocating for open and meaningful communication.
Their stories provide inspiration and instruction for future generations of PR practitioners, mentors, and leaders. As the industry continues to evolve amid technological advancements and changing media landscapes, the principles espoused by these pioneers remain as relevant as ever. As we move forward, it is crucial to keep their legacies in mind, ensuring that PR remains an ethical, purposeful, and impactful force in the world of business and beyond.
