Factors that have contributed to the development of corporate communication.

By Hugho Deogratius

Attempt a write up on how corporate communication or public relations has evolved over the ages several factors contributed to the development of modern public relations. Starting with the United States, the American Revolution and the civil war and the transition from an agricultural to an industrial society have close links with the development of modern public relations. As Cut lip Centre and Broom have observed, today’s patterns of public relations practice were shaped by innovations in mobilizing public opinion developed by Adams and his fellow revolutionaries. The industrial revolution and its attendant changes in social relations, created challenges in the relationship between businesses, government and the people. The industrial revolution brought about the birth of mass media and modern public relations which were natural outgrowths of the monumental changes in that era. Through the use of mass media governments and organization were able to communicate with relevant publics (groups) essential to their success. Seitel (2001) has observed that the confluence of four factors aid the development of modern public relations. Let us examine these factors in detail.

The Growth of Large Institutions

The industrial revolution resulted in the emergence of big companies. Massive developments in industry, rail-roads and utilities in America’s post-civil war led to the rise of powerful monopolies the concentration of wealth and power and roughshod tactics of the robber barons brought a wave of protests and reforms in the 1900s. Contemporary public relations emerged out of the melee of the opposing forces in this period of America’s growth. Following the brutal massacre of protesting workers of the Carnegie-Frick Steel Company Plant in Pennsylvania in 1892 and its attendant aftermath, industry owners began to realize that for continued success, they have to curt favorable public opinion, both among their workers and the general public.  According to Cut lip, Centre and Broom, “much of public relations history is woven into the unending struggle between employer and employees.

Heightened Public Awareness

The government regulatory interventions in the form of affirmative action forced business organizations to contribute to charities. In consequence, managers began to consider community relations a first-line responsibility. The policy of confrontation was abandoned by business corporations in favor of a policy of compromise and conciliation. A new policy of social responsibility evolved as corporations came to realize that their reputations are a valuable asset to be protected, conserved, defended, nurtured and enhanced at all times.

Global Expansion of Democracy

With the expansion of democracy worldwide, there was need for effective communication with the activities of civil rights groups worldwide like the Human Rights Watch in defense of the hitherto marginalized the public relations challenge has grown in intensity. As a result of the increasing importance of persuasion and consensus in the era of globalization public relations became an integral part of the democratic process.

Growth of the Internet and the World Wide Web

The technological innovations and revolution in communication has contributed to the growth of public relations. The advent of radio and television in the first half of the 20th century revolutionized communication and social interactions. Revolutions in satellite and computer technology in the later part of the 20th century has changed the way people communicate and the emergence of the internet and world wide web have radically intensified the spread of communication even further. The impact of the web on public relations practice has been phenomenal. E-Mail now dominates internal communications high-tech public relations firms is now a common phenomenon to meet the challenge of communicating with the diverse publics.

The technological revolutions and innovations in communication have contributed to the growth in social advocacy. Civil rights groups, pressure groups, and other forms of advocacy for rights of the vulnerable members of society and minority groups have led to an increase in the use of public relations.