The Evolution of PR Since Edward Bernays and How It Shapes Today’s PR Crisis Challenges

Public relations (PR) has come a long way since Edward Bernays first coined the term in the early 20th century. Often called the “Father of Public Relations,” Bernays used his knowledge of psychology—thanks to his uncle, Sigmund Freud—to influence public opinion. He saw PR as a tool for shaping people’s thoughts and actions, and in doing so, laid the groundwork for how businesses and governments would communicate with the public. Back when Bernays was starting out, PR was all about traditional media. Newspapers, radio broadcasts, and public speeches were the primary ways of communicating with mass audiences. One of Bernays’ most famous campaigns was promoting bacon as the ultimate breakfast food. He also helped position cigarettes as a symbol of women’s liberation in the controversial “Torches of Freedom” campaign. PR was about shaping the narrative, and those who controlled the media held the power to shape public opinion. Fast forward to today, and the landscape looks completely different. The internet and social media have changed everything. Platforms like Instagram, Twitter, and TikTok allow brands and individuals to communicate directly with their audiences without needing traditional media. This means PR pros now have to work harder and faster, often reacting in real time to news and events. The control over messaging that once existed has shifted, and now it’s all about engaging in real-time conversations. With copious amounts of information available at everyone’s fingertips 24/7, there’s no longer room to sugarcoat things. Transparency and authenticity are here and are here to stay. Audiences today are quick to spot insincerity, and brands that fail to be upfront risk backlash. In this era of instant communication, honesty isn’t just encouraged—it’s expected. The rise of data and analytics also plays a significant role in communications strategies. Today, PR isn’t just about getting a message out—it’s also about listening. Digital tools allow brands to monitor public sentiment instantly and adjust their strategies based on what people are saying. This two-way communication is something Bernays could never have imagined. While the fundamentals of PR—persuasion, messaging, and managing public perception—are still rooted in Bernays’ original ideas, the methods have evolved drastically. Media today is more interactive, fast-paced, and complex, and the modern PR professional must now navigate a landscape where transparency, speed, and adaptability are key. As the digital age evolves, so will the role of PR, ensuring its continued influence on public opinion and the success of brands. Understanding these shifts allows firms like ours to stay agile and deliver effective, forward-thinking communications strategies.