Throughout history, as early as ancient Egypt, Babylon, Persia, ancient Greece and Rome, rulers used force and public opinion to control society and handle relations with people.

These emperors and emperors used a lot of money and manpower to build statues, temples, graves and write hymns. And describe their heroic achievements with exquisite artistic techniques.

Establish the reputation of rulers, publicize their great and sacred identity, and spread production knowledge.

They have a strong sense of public relations.

In ancient Greece, some people wrote hymns for a living.

Aristotle, a famous ancient Greek scholar, brilliantly expounded how to use language to influence the audience's thoughts and behaviors in his book Rhetoric.

This book is called the earliest monograph on the theory of public-private relations.

Caesar of ancient Rome founded and published the world's earliest daily newspaper, Every Diary. He also wrote a documentary book, The Battle of Gaul, which was once called "the first-class public relations work" by some famous western public relations experts.

The fruitful spread of ancient Christianity in the world is also regarded as another example of ancient "public-private relationship".

China is an ancient civilization, and the thoughts and activities of "public relations" can be traced back to ancient times and recorded in writing.

The ruler's "public relations" activities have been produced since Shang Dynasty, and tribal leaders have realized the importance and application of public opinion.

In the story of Pan Geng's move to the capital, Pan Geng put forward in his three speeches that "I stay at a respectful distance from others and am prepared to accept the people's life", which proves that he has learned to follow the will of the people and win the hearts of the people, and he has to explain the reasons to the people before his intention can be realized.

In ancient China, the technology of collecting and utilizing public opinions also developed considerably.

Dayu used to "unite the governors in Tushan" to control water. After consultation, he finally got everyone's support and was able to command thousands of troops to complete the feat of water control.

In the Zhou Dynasty, the imperial court had a system of "collecting poems", one of whose purposes was to observe people's feelings and public opinions.

In Zuo Zhuan, "property does not destroy rural studies" embodies the supervision of public opinion and the two-way communication between intellectuals and political power.

Shang Yang of Qin won the trust of the people with the "man-made event" of "changing the wood for nothing", which showed his determination to reform and establish a reliable image among the people.

In ancient China, the techniques and skills of persuasion and communication were quite developed, which became an important means to create public opinion and coordinate various social relations.

For example, Su Qin traveled around the world to promote the theory of "harmony" and maintained peace for more than ten years, which became a typical case of "a three-inch golden tongue is better than a million soldiers".

Leaders of peasant uprisings in past dynasties also paid great attention to using various means of communication to create public opinion and win the support of the people.

Chen Sheng, Guangwu, Li Zicheng and Hong Xiuquan all have their own classic practices.

In some economic activities in ancient China, people consciously or unconsciously used various means of communication and communication skills to publicize themselves and establish their good reputation and image.

Zhang Qian's missions to the Western Regions and Zheng He's voyages to the Western Seas both occupy very important positions in the history of world public relations.

Second, the similarities and differences between ancient and modern public relations

Strictly speaking, there is no scientific relationship between the public and the public in ancient times, so we usually enclose the word in quotation marks. At that time, some concepts and practices similar to today's public-to-public relations can be called "quasi-public relations", "budding public relations" and "prehistoric public relations".

In short, there were not only independent ideological systems, but even concepts. However, they are the foundation of today's public relations and the rich and precious heritage of human civilization, and should be properly selected and abandoned.

Third, the budding of the relationship between people in modern times.

Modern public-private relations sprouted in the United States with relatively developed political, economic and cultural undertakings at that time.

It develops from several aspects.

It can be said that American public relations originated from the struggle of colonial people in North America against absolute monarchy and for independence.

The leaders at that time were all good public relations personnel.

They use newspapers, pamphlets, leaflets, activities, * * *, debates and so on to promote independent ideas.

The representative figure is Samule adams.

Adams)

Some of his theories and practices are still of great reference value to today's public relations.

Adams believes that "all people are dominated by emotions, not by reason".

Therefore, he believes that "public opinion comes from the progress of things and the way the public observes the progress of things" (not only relying on the objective things themselves).

Adams is an expert in "public relations". He is aggressive and has a set of successful techniques.

Without the public, he will create some events to win the support of the public and then achieve his own goals.

These events played a great role in organizing the anti-British struggle in North America 13 states.

These technologies are as follows:

(1) The need for an organization to complete an action may be realized through a public-private relationship activity, such as 1766' s "Children of Liberation" in Boston and 1775' s "Public Response Committee" in Boston.

(2) Use the emblem in propaganda skills, such as "Jiefang Tree", to enhance public recognition, make it easy to identify and arouse public emotion.

(3) The use of slogans can turn complex problems into forms that are easy to identify and remember, thus repeatedly enhancing the public's concept, such as "taxation without * * * is tyranny".

(4) Seize the event to attract public attention and trigger discussion, so as to make the unformed public opinion clear, such as "Boston Tea Party".

(5) It is important to make your views consistent with the public in an event, so that the explanation of the event can be accepted by the public, such as the "Boston Massacre".

(6) In order to carry out public relations activities as much as possible, it is necessary to use public relations technology and various communication channels to infiltrate new ideas and viewpoints into the public.

During the 34 years from 1750 to 1783, Adams and others * * * printed and published more than 500 pamphlets attacking British rule, many of which were written by Adams himself.

Adams also painstakingly established the communication network of 13 colony-the communication committee, to inform the British rulers of their abuses, and kept in constant contact with 13 states.

Alexander hamilton's main contribution was to lead a movement to ratify the Constitution.

From June 1787 to April 1788,

At the critical moment when the United States was faced with how to establish a country, Hamilton published a series of articles with remarkable effects and far-reaching influence, which skillfully guided the public opinion at that time, won the adoption of the Constitution and promoted the realization of American federalism.

Historians believe that this incident is "the best public relations work in history".

The earliest public relations and campaign propaganda appeared in Andrew jackson.

Jackson) era.

The main representative of public relations activities in this period is Amos Kendall (Amos

Kendall)

19 in the late 1920s and early 1930s, ordinary citizens began to have the right to vote, and the public's political interest sprouted rapidly, and the role of newspapers became increasingly obvious.

Jackson is a military hero and a head of state who values intellectuals. He hired scholars and journalists to set up a think tank to advise him.

Kendall is a reporter for a think tank. He is an expert on Jackson's campaign and public affairs. He is responsible for arranging interviews with reporters, writing speeches and press releases for the President, conducting public opinion surveys and news analysis, and establishing the earliest organ newspaper in the United States, Globe, as the mouthpiece of * * * to report and explain * *.

During this period, several things are closely related to the relationship between the public and the people.

1842, the Pennsylvania newspaper organized by Harris Berg and the Star newspaper organized by Rory printed some public opinion polls and distributed them to readers to predict the results of the presidential election, which was the earliest public relations survey.

The news agent appears in 1860.

This is a period when news and industry are combined.

1882, American Eaton delivered a speech on Public Relations and Legal Responsibility at Yale Law School, which was considered as the earliest public relations speech.

"The public first recognized the relationship between the public and the public as 1899." That year, alternating current inventor George Weiss Tienhaus (Gee

Westinghouse)

First, he organized a special public relations department in the modern sense, and hired a reporter from Pittsburgh, E.H. Heinrich, as his news consultant.

Successfully made alternating current acceptable to the society.