Public Relations Reconceptualization: A Historical and Social Analysis

This report provides an in-depth analysis of public relations, specifically focusing on its reconceptualization within the Australian context. It challenges the traditional US-centric view of PR history, arguing that public communication practices existed in Australia long before the formal term 'public relations' emerged. The report examines the historical practices surrounding Australia Day as a key example of early public relations efforts, highlighting the role of communication in shaping national identity and community relations. It discusses the evolution of the PR industry, its scope, and its influence on political, economic, and cultural developments. The report also addresses the common marginalization of public relations and its negative connotations, while emphasizing its significance in nation-building and public engagement. By exploring government campaigns and media relations, the report underscores the importance of understanding public relations beyond the limitations of American historical narratives and industry perspectives, emphasizing its crucial role in effective public communication and relationship-building within Australian society.

Running head: PUBLIC RELATIONS AND RECONCEPTUALIZATION
Public Relation and Reconceptualization
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Author Note

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PUBLIC RELATIONS AND RECONCEPTUALIZATION
Public Relation, earlier which was known as Public Communication, have evolved with
time and government institutions have contributed in developing what we know today as Public
Relations. Agencies and organizations have their own PR consultants and firms who manage
relations with the public. It is a relatively recent term which has come into use. The term
originated in US in the latter half of the 19th Century and gained prominence in the Australian
continent in 20th century. It can be noted that public communication was in practice in Australia
much before the existence of US centric literature and the emergence of ‘public relations’ in
America. Australia’s National Day which is now commonly known as Australia day signifies the
practices of Public Relations which were carried out soon after the settlement of White people in
Australia signifies the major initial communication practices, which are now termed as public
relations.
The Public Relation industry is an ever expanding because, estimated to be around $8
globally in a year. The industry employs 2.5-4.5 million professionals to handle relations with
public. In 2010, it was recoded that 15,300 people in Australia were recruited to manage public
relations. It is noteworthy that public relation is deeply linked to the earliest political, economic
and cultural developments in Australia. Some of the studies which concern public relations argue
that it existed even during the earliest of civilizations, which include Greece, Rome, Egypt and
so on (Macnamara & Crawford, 2010). In texts, which broadly discuss public relations, it is often
seen that the functionality is also referred to as public information or public affairs. It is done by
researchers and practitioners in order to avoid the negative implications with have been acquired
by ‘PR’ over the years.
The analysis and research on Public relation and its history has been conducted on the
basis of interpretative and naturalistic approaches. Broadly defining Public relations highlight

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PUBLIC RELATIONS AND RECONCEPTUALIZATION
‘tactics’ and ‘practices’ which include government relations, media relations, internal relations
etc. The disciplinary practices which are associated with public relations comprise of speeches,
publicity, promotions which ensures communication and further engagement and help in
understanding the relations with people (Macnamara & Crawford, 2010). Whereas, the
marginalization and trivialization of public relation with respect to its historical understanding is
often located in popular discourses and political discussion and media. These have negative
impact on the functionality of Public Relations as they are regarded as ‘spins’ or involving
hyperboles.
However, it has also been argued that Public Relations contribute in building nations as it
ensures communication with the public. There can be several instances where the government
utilized the advancement and scopes which the media offer in order to ascertain national good.
Therefore, it can be said that public campaigns initiated by governments include components of
public relations and they play very significant roles (Macnamara & Crawford, 2010). Public
Relation and its history needs to be evaluated beyond the narratives of America’s historical
documents, description of what just the nomenclature ‘public relations’ suggests, negative
conceptions related to PR, media and industry perspectives and institutional or individual
consultancies.
It can be stated from the above understandings that Public Relation is vastly associated
with culture, society and politics and thus involve process of relation-building and effective
public communication. Thus, we find further evidences of practices which contribute in shaping
a nation and maintaining community and relationships in the Australian society through
programs such as Australia Day.

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PUBLIC RELATIONS AND RECONCEPTUALIZATION
References
Macnamara, J., & Crawford, R. (2010). Reconceptualising public relations in Australia: A
historical and social re-analysis. Asia Pacific Public Relations Journal.