Una mirada evolutiva de las relaciones públicas: análisis reflexivo para el desarrollo organizacional

Abstract

Ancient civilizations such as the Egyptian, Greek, Roman, and Babylonian made use of persuasion during their public events and speeches, precedents that laid the foundations of public relations, until its recognition as a profession in the year 1923, when the first book of the discipline, “Crystallizing Public Opinion” by Edward L. Bernays, known as the father of modern public relations, was published, as he was the first to define them and provide them with technical, theoretical, and practical content. The second half of the 20th century is considered the era of professional development in public relations. Trade associations, public relations news magazines, international public relations agencies, and the academic principles for the profession were established. Barquero (2005:187) argues that 'Public relations, for its scientific knowledge, are based on economic, social, and political sciences, becoming the art of knowing how to combine these sciences according to the communicative intention, using communication techniques such as marketing, advertising, promotion, and networking.'