Evolution of public relations in Spain. Review article

Abstract

The first milestones of the history of Public Relations in Spain are listed in order to understand its evolution and current essence and definition. We analyzed the persuasive communication techniques historically used that could already be branded as such (advertising, propaganda, protocol, publicity …) when the current concept of Public Relations was still lacking. This article presents a conception of Public Relations based on its most persuasive purpose: that of directing Public Opinion. We do not forget the other great current that focuses on the necessary generation of sympathy and understanding between the issuer and the receiving public. Thus, Public Relations are the union of various elements that make up its conceptual and scientific base: Marketing, Prospective, Advertising, Propaganda, Publicity, Sponsorship, Patronage, Corporate Communication, Internal Communication, Public Affairs, Protocol and Lobbying. There are two great influences in the gestation of Public Relations: Advertising (called scientific, educational, social, prestigious…) and Propaganda (commercial, collective…), so we focus on its founding fathers, the teachers and theorists Pedro Prat Gaballí from Advertising, and Francisco García Ruescas from Propaganda. Finally we will review from the fields of associatio-nism, legislation and academics the great moments for the advancement of Spanish Public Relations, since our purpose is also to create a chronology as complete as possible that serves as the basis for future research.