Why PR Professionals Should Know Historical PR Figures

Mathematics has Pythagoras, physics has Einstein, and public relations has Edward Bernays. Impactful people in their field are remembered as leaders and innovators that influence the great minds that come after them. I enjoy history and taking lessons from the people who have changed how we fundamentally see the world. There is a good reason why we decided to
teach history to our students for 12-plus years of their lives.

I think there is something incredibly powerful about taking the mistakes or achievements of a person and applying them to the present. This is especially true of highly influential people like Edward Bernays also known as the “father of public relations.” Bernays was the first person to refer to himself as a counsel of public relations and is known for his application of psychology to commercial uses. He defined what modern public relations look like. In an interview with Stuart Ewen, Bernays said, “people have used the name, [public relations counsel,] for press agents, flacks, publicity [people], individuals who simply try to get pieces of paper that are favorable to a client.” His definition of public relations was far different, however. He believed that public relations counsellors were social scientists who attempt to shape social attitudes and actions to win the support of the public. He also believed that a good public relations person does not try to convince people of a particular product, but instead tries to change the entire reality of that product and convince people of that truth alone.

Great minds like Bernays should be studied by modern public relations professionals to give them a stronger foundation of what works, to gain the affection of the public and what drives them away. I see it as complicated equations and formulas that can be adapted to any situation
and give a starting point to any campaign or representation. I think if public relations people understand these equations they could have an easier time with their careers.

 Biography: Adam Castle is a Journalism student with an emphasis on Public Relations. He is currently finishing his Bachelor’s in Arts degree at the California University of Northridge and is currently enrolled in a PR Agency class to further his work experience. The class allows students to take on real-world clients and produce public relations content. Castle has created, produced, and hosted a music analysis podcast called Finding Music. On the podcast, Castle talked passionately about up-and-coming independent artists who were on their first steps to becoming full-fledged musical artists. Castle has a unique understanding of
international communications due to his studies abroad in Stuttgart, Germany. He was also a part of an intense 16-week minor program that combined communications, journalism, and public relations curriculum.