The presentation shows the difference in traditional and current forms of PR and how it has evolved from time to time.

1. EVOLVING TRENDS IN PR
A Presentation By-
NIKITA MAHIPAL
Roll 122

2. WHAT IS PUBLIC RELATIONS?

3. EVOLUTION OF PR

4. THE FIRST PR
The earliest of PR dates back to the
time of ancient civilizations, where
public influence was used to abolish
slavery in England.
From this evolved public relations to
early 1900s during World Wars,
during which countries like UK, US
and Germany used ‘Propaganda’ as
publicity efforts to obtain domestic
support.
Gradually, public relations became
more organized and sophisticated as

5. PROPAGANDA

6. TRADITIONAL PR
Traditionally, there was no PR and mostly
media relations until 1990s. The common
tools of media relations included the
following:
Press releases- The typically traditional PR
tool which is used to spread news or brand
message to a set of journalists
Pitching to reporters- A certain group of
journalists from various publications or
channels would be contacted to pitch
stories for clients
Typically, a PR practitioner’s role was

7. BHOPAL GAS TRAGEDY
Thousands of people died and
lakhs were injured in the gas
leak at Union Carbide plant in
December 1984.
As an immediate crisis
management measure, the
company issued press releases
and held press conferences as
a forgiveness strategy.
Press tours were conducted
and key people were
interviewed to express their
concerns for the damage done.
Internal audiences of UCIL were
kept informed about the

8. SHIFT FROM TRADITIONAL PR
As more professionals started joining the
professional field of public relations, it
became more organized and structured.
Trade associations, PR magazines and
international PR agencies made foray into
the country and academic principles for
the same were established.
Events became an important part of PR as
it helped receive publicity for products.
Crisis communication and public affairs
picked up pace as companies realized the
difference they made in consumers’
perceptions.
PR became more of strategic counseling as

9. SOFT DRINKS PESTICIDES CASE- 2003
Sales of Coca Cola and
Pepsi had declined after
studies showed high
pesticide content in
these.
In its defence, Pepsi
claimed higher levels of
pesticides in milk;
whereas Coke invited the
public to their plants to
see how the beverage was
made.
Coca Cola has, ever since,
actively tapped into the

10. MODERN PR
Thanks to technology boom, the focus of
PR has shifted from traditional tools to
modern tools, especially digital and social
platforms.
Content and research have become the
center of all PR efforts.
The scope of media relations has
extended to internal, government,
community, investor and stakeholder
relations.
Employer branding, crowd sourcing,
sensationalization, etc. are becoming a

11. CADBURY #SONGSFORSISTERS
On the occasion of Raksha Bandhan,
Cadbury started the #SongForSisters on
three social media platforms- Facebook,
YouTube and Twitter.
Participants had to write a message for
their sisters, which would be turned into
songs and sung by famous artistes.
It reinforced the brand’s message of
celebrating human relationships and
festivity.