Public Relations is considered an emerging profession and has had a rapid expansion throughout last century. Initially, the term Public Relation Counsel was coined in 1923 by Dr Edward L Bernays (Black, S., 1993), nephew of Sigmund Freud, who wrote his first textbook on public relations called Crystallizing Public Opinion. However, the period in which the book was delivered at the New York University and onwards was a particular time characterised by the Great Depression and the Second World War, which affected the society and the acceptance of Bernays' theory. Only years later, and along other books released about the same subject, Public Relations became recognised as a profession, with dissociation to publicity and press agentry. Then, in the 21st century, the amplitude of concepts and various functions of the profession made the definition of the practice being considered as a dilemma. Notwithstanding, amongst many approaches, the Institute of Public Relati...
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...actice. In addition, analysing the similarities and differences between Public Relations, Marketing and Advertising, it highlighted the broad definition of Public Relations practice. It also showed the discipline should be fully understood in order to avoid misconception of their roles. Furthermore, it is important to prevent further encroachment with other disciplines and possible misrecognition of their professionals' effort and work not only in the organisation, but also in society.
Theaker, Alison, The Public Relations Handbook, (London, Routledge, 2012)
Black, Sam, The Essentials of Public Relations, (London, Biddles Ltd, 1993)
Gregory, Anne, Public Relations, (London, Kogan Page Limited, 2008)
Cutlip, Scott, Center Allen H & Broom, Glen M, Effective Public Relations, (New Jersey-USA, Pearson Education Inc., 2006)
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