Beyond the boundaries of public relations historiography through royal medieval propaganda: examples of a proto-public relations background algunos antecedentes de relaciones públicas
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Published
30-05-2023
Jesus Reina Estevez
https://orcid.org/0000-0002-9527-2919
Abstract
In recent years, academic interest in the historiography of the history of public relations has grown. Some of the predominant theories that broaden historical-conceptual origins of public relations, and its harmonization with other areas of human communication, such as journalism or propaganda, are reviewed. Through an exploratory-descriptive study, examples of antecedents of public relations are presented within the royal medieval propaganda during the reign of the Habsburgs in Spain, in the 16th-17th centuries, justified by the historiographical theory of motivations or strategic intent. /human agency by Russell & Lamme (2016).
How to Cite
Reina Estevez, J. (2023). Beyond the boundaries of public relations historiography through royal medieval propaganda: examples of a proto-public relations background: algunos antecedentes de relaciones públicas. ZER - Journal of Communication Studies, 28(54), 185–204. https://doi.org/10.1387/zer.24126
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Keywords
History of public relations, propaganda, journalism, Historiography
References
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Bentele, G. (2015). Problems of public relations historiography. En T. Watson (Ed.), Perspectives on public relations historiography and historical theorization (pp. 20-43). London: Palgrave Macmillan.
Bouza, F. (1998). Imagen y propaganda. Capítulos de historia cultural del reinado de Felipe II. Madrid: Akal.
Brown, R. E. (2003). St. Paul as a public relations practitioner: a metatheorical speculation on messianic communication and symmetry. Public Relations Review, 29(2), 1-12. doi:10.1016/S0363-8111(03)00024-9
Brown, R. E. (2004). The propagation of awe: public relations, art and belief in Reformation Europe. Public Relations Review, 30(4), 381–389. doi: 10.1016/j.pubrev.2004.08.015
Brown, R. E. (2006). Myth of symmetry: Public relations as cultural styles. Public Relations Review, 32(3), 206-212. doi: 10.1016/j.pubrev.2006.05.022
Brown, R. E. (2015). The public relations of everything: the ancient, modern and postmodern dramatic history of an idea. New York: Routledge.
Coombs, W. T., & Holladay, S. J. (2012a). It´s not just PR: Public relations in society. New Jersey: Wiley Editorial.
Coombs, W. T., & Holladay, S. J. (2012b). Privileging an activist vs. a corporate view of public relations history in the US. Public Relations Review, 38(3), 347–353. doi: 10.1016/j.pubrev.2011.11.010
Croft, R., Hartland, T., & Skinner, H. (2008). And did those feet? Getting medieval England “on-message”. Journal of Communication Management, 12(4), 294-304. doi: 10.1108/13632540810919765
Cutlip, S. M. (1995). Public relations history: from the 17th to the 20th century. Hillsdale, NJ: Lawrence Erlbaum.
DeLorme, D. E., & Fedler, F. (2003). Journalists’ hostility towards public relations: and historical analysis. Public Relations Review, 29(2), 99-124. doi: 10.1016/S0363-8111(03)00019-5
Edwards, L., (2012). Defining the ‘object’ of public relations research: a new starting point, Public Relations Inquiry (7), 7-30. doi: 10.1177/2046147X11422149
García, C. (2015). Searching for Benedict de Spinoza in the history of communication: His influence on Walter Lippmann and Edward Bernays. Public Relations Review, 41(3), 319-325. doi: 10.1016/j.pubrev.2015.01.003
García, C. (2017). Ethics and strategy: A communication response to Machiavelli´s The Prince in Baltasar Gracián´s A pocket oracle. Public Relations Review, 43(1), 172-178. doi: 10.1016/j.pubrev.2016.11.005
Grant, M. J., & Booth, A. (2009). A typology of reviews: an analysis of 14 review types and associated methologies. Health Information and Libraries Journal, 26(2), 91-108. doi: doi.org/10.1111/j.1471-1842.2009.00848.x
Gruning, J. E., & Hunt, T. (2003). Dirección de Relaciones Públicas. Barcelona: Ediciones Gestión 2000.com
Heath, R. L., & Coombs, W. T. (2005). Today’s public relations: An introduction. Thousand Oaks: Sage Publications.
Hoy, P., Raaz, O., & Wehmeier, S. (2007). From facts to stories or from stories to facts? Analyzing public relations history in public relations textbooks. Public Relations Review, 33(2), 191–200. doi: 10.1016/j.pubrev.2006.11.011
Ihlen, Ø, & Ruler, B. van (2007). How public relations works: Theorical roots and public relations perspective. Public Relations Review, 33(3), 243-248. doi: 10.1016/j.pubrev.2007.05.001
Jelen, A. (2008). The Nature of Scholarly. Endeavors in Public Relations. En Ruler, B. van, Tkalac Verçiç, A. & Verçiç, D. (Eds.). Public Relations Metrics: Research Evaluation (pp. 36-57). New York: Routledge.
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L’Etang, J. (2014). Public relations and historical sociology: Historiography as reflexive critique. Public Relations Review, 40(4), 654–660. doi: 10.1016/j.pubrev.2013.12.009
L´Etang, J. (2015) Where is Public Relations Historiography? Philosophy of History, Historiography and Public Relations. En T. Watson (Ed.), Perspectives on public relations historiography and historical theorization (pp. 69-84). London: Palgrave Macmillan.
Lamme, M. O., & Russell, K. M. (2010). Removing the spin: toward a new theory of public relations history. Journalism and Communication Monographs, 11(4), 280-362. doi: 10.1177/1522637910011004
Martínez Gallego, F. A. (2000). Propaganda impresa y construcción del Estado Moderno. En Espejo Cala, C. (Coord.).
Propaganda Impresa y construcción del Estado Moderno y Contemporáneo (pp. 27-71). Sevilla: Ediciones Alfar.
McKie, D., & Munshi, D. (2005). Tracking trends: Peripheral visions and public relations. Public Relations Review, 31(4), 453-457. doi: 10.1016/j.pubrev.2005.08.001
Mckie, D. & Xifra, J. (2014). Resourcing the next stages in PR history research: The case for historiography. Public Relations Review, 40(4), 669-675. doi: 10.1016/j.pubrev.2014.01.006
Miller, K. S. (2000). U. S. Public relations history: knowledge and limitations. Communication Yearbook, 23(1), 381–420. doi: 10.1080/23808985.2000.11678978
Miller Russell, K., & Lamme, M. O. (2016). Theorizing public relations history: The roles of strategic intent and human agency. Public Relations Review, 42(5), 741-747. doi: 10.1016/j.pubrev.2016.04.002
Moore, S. (2012). Ideals and realities: Renaissance state communication in Machiavelli´s The Prince and More´s Utopia. Public Relations Review, 38(3), 383-389. doi: 10.1016/j.pubrev.2011.11.009
Munshi, D., Kurian, P. & Xifra, J. (2017). An (other) ‘story’ in history: Challenging colonialist public relations in novels of resistance. Public Relations Review, 43(2), 366-374. doi: 10.1016/j.pubrev.2017.02.016
Olasky, M. N. (1984). Retrospective: Bernay´s Doctrine of Public Opinion. Public Relations Review, 10(3), 3-12. doi: 10.1016/S0363-8111(84)80088-0
Pearson, R. (1990). Perspectives on public relations history. Public Relations Review, 16(3), 27–38. doi: 10.1016/S0363-8111(05)80067-0
Pearson, R. (1992). Perspectives on public relations history. En E. L. Toth, & R. L. Heath (Eds.). Rhetorical and critical approaches to public relations, (pp. 111–130). Hillsdale: Lawrence Erlbaum.
Pellicer, J. (1965). Avisos Históricos. Madrid: Taurus.
Raaz, O., & Wehmeier, S. (2011). Histories of public relations: comparing the historiography of British, German, and US public relations. Journal of Communication Management, 15(3), 256–275. doi: 10.1108/13632541111151014
Ruler, B. van (2004). The communication grid: an introduction of a model of four communication strategies. Public Relations Review, 30(2), 123-143. doi: 10.1016/j.pubrev.2004.01.002
Ruler, B. van & Verçiç, D. (2005). Overview of public relations and communication management in Europe. En Ruler, B. & Verçiç, D. (eds). Public Relations and Communication Management in Europe: a Nation-by-Nation Introduction in Public Relations Theory and Practice (pp. 1-12). Berlin/Boston, De Gruyfer Mouton.
Ruler, B. van, Tkalac Verçiç, A. & Verçiç, D. (2009). Public Relations Metric. Measurement and Evaluation- An overview. En Ruler, B. van, Tkalac Verçiç, A. & Verçiç, D. (Eds.). Public Relations Metrics: Research Evaluation (pp. 1-18). New York: Routledge.
Russell, K. M. & Lamme, M. O. (2016). Theorizing public relations history: The roles of strategic intent and human agency. Public Relations Review, 42(5), 741-747. doi: 10.1016/j.pubrev.2016.04.002
Salcedo, N. R. (2008). Public relations before ‘public relations’ in Spain: an early history (1881–1960). Journal of Communication Management, 12(4), 279–293. doi: 10.1108/13632540810919756
Salcedo, N. R. (2011). Corrientes historiográficas de las relaciones públicas: la historia de una profesión en entredicho. Observatorio (OBS*) Journal, 5(4), 257-290. doi: 10.15847/obsOBS542011519
Salcedo, N. R. (2012). Mapping public relations in Europe: writing national histories against the US paradigm. Comunicación y Sociedad, 25(2), 331–374. doi: 10.15581/003.25.36172
Sallot, L. M., Lyon, L. J., Acosta-Alzuru, C., & Ogata Jones, K. (2003). From Aardvark to Zebra: Millennium Analysis of Theory Development in Public Relations Academic Journals. Journal of Public Relations Research, 15(1), 27-90. doi: 10.1207/S1532754XJPRR1501_2
Selltiz, C., Wrightsman, L. & Cook S. (1980). Métodos de investigación en las relaciones sociales. 9ª edición. Madrid: Rialp.
Tilson, D.J. (2006). Devotional-Promotional Xommunicatin and Santiago: A Thousand-Year Public Relations Campaign for Saint James and Spain. En L´Etang, J. & Pieczka, M. (eds). Public relations: Critical debate and contemporary practice (pp. 167-184). Nawwah, Lawrence Erlbaum.
Verçiç, D., Gruning, L. A. & Gruning, J. E. (1996). Global and Specific Principles of Public Relations: Evidence From Slovenia. En Culberton, H. M. & Chen, N. (Eds.). International Public Relations: A Comparative Analysis (pp. 31-65). Mahwah, New Jersey, LEA: Lawrence Erlbaum Associates, Publicers.
Vos, T. P. (2011). Explaining the origins of public relations: logics of historical explanation. Journal of Public Relations Research, 23(2), 119–140. doi: 10.1080/1062726X.2010.504793
Watson, T. (2008). Creating the cult of a saint: communication strategies in 10th century England. Public Relations Review, 34(1), 19–24. doi: 10.1016/j.pubrev.2007.08.023
Watson, T. (2013). International History of Public Relations Conference 2013. IHPR. Bourmouth University, June 24, 2013. Recuperado de https://microsites.bournemouth.ac.uk/historyofpr/files/2010/11/Tom-Watson-IHPRC-2013-Keynote-Address4.pdf
Watson, T. (2014). Let’s get dangerous: a review of current public relations historical scholarship. Public Relations Review 40(5), 874-877. doi: 10.1016/j.pubrev.2014.02.001
Watson, T. (2015). What in the Worlds is Public Relations? En T. Watson (Ed.), Perspectives on public relations historiography and historical theorization (pp. 4-19). London: Palgrave Macmillan.
Wilcox, D. L., & Cameron, G. T. (2012). Public relations strategies and tactics (10th ed.). Boston: Allyn& Bacon.
Wilcox, D. L., Ault, P. H., Agee, W. K. & Cameron, G. T. (2001). Public relations strategies and tactics. New York: Harper & Row.
Xifra, J. (2017). Recognition, symbolic capital and reputation in the seventeenth century: Thomas Hobbes and the origins of critical public relations historiography. Public Relations Review, 43(3), 579-586. doi: 10.1016/j.pubrev.2017.03.001
Xifra, J. & Collell, M. R. (2014). Medieval propaganda, longue durée and New History: Towards a nonlinear approach to history of public relations. Public Relations Review, 40(4), 715-722. doi: 10.1016/j.pubrev.2013.12.005
Xifra, J., McKie, D., & Collell, M.R. (2019). Creatively escaping insularity and encouraging internalism: British radicalism, history from below, and public relations historiography. Public Relations Review, 45(2), 275-281. doi: 10.1016/j.pubrev.2018.06.007
Bentele, G. (2015). Problems of public relations historiography. En T. Watson (Ed.), Perspectives on public relations historiography and historical theorization (pp. 20-43). London: Palgrave Macmillan.
Bouza, F. (1998). Imagen y propaganda. Capítulos de historia cultural del reinado de Felipe II. Madrid: Akal.
Brown, R. E. (2003). St. Paul as a public relations practitioner: a metatheorical speculation on messianic communication and symmetry. Public Relations Review, 29(2), 1-12. doi:10.1016/S0363-8111(03)00024-9
Brown, R. E. (2004). The propagation of awe: public relations, art and belief in Reformation Europe. Public Relations Review, 30(4), 381–389. doi: 10.1016/j.pubrev.2004.08.015
Brown, R. E. (2006). Myth of symmetry: Public relations as cultural styles. Public Relations Review, 32(3), 206-212. doi: 10.1016/j.pubrev.2006.05.022
Brown, R. E. (2015). The public relations of everything: the ancient, modern and postmodern dramatic history of an idea. New York: Routledge.
Coombs, W. T., & Holladay, S. J. (2012a). It´s not just PR: Public relations in society. New Jersey: Wiley Editorial.
Coombs, W. T., & Holladay, S. J. (2012b). Privileging an activist vs. a corporate view of public relations history in the US. Public Relations Review, 38(3), 347–353. doi: 10.1016/j.pubrev.2011.11.010
Croft, R., Hartland, T., & Skinner, H. (2008). And did those feet? Getting medieval England “on-message”. Journal of Communication Management, 12(4), 294-304. doi: 10.1108/13632540810919765
Cutlip, S. M. (1995). Public relations history: from the 17th to the 20th century. Hillsdale, NJ: Lawrence Erlbaum.
DeLorme, D. E., & Fedler, F. (2003). Journalists’ hostility towards public relations: and historical analysis. Public Relations Review, 29(2), 99-124. doi: 10.1016/S0363-8111(03)00019-5
Edwards, L., (2012). Defining the ‘object’ of public relations research: a new starting point, Public Relations Inquiry (7), 7-30. doi: 10.1177/2046147X11422149
García, C. (2015). Searching for Benedict de Spinoza in the history of communication: His influence on Walter Lippmann and Edward Bernays. Public Relations Review, 41(3), 319-325. doi: 10.1016/j.pubrev.2015.01.003
García, C. (2017). Ethics and strategy: A communication response to Machiavelli´s The Prince in Baltasar Gracián´s A pocket oracle. Public Relations Review, 43(1), 172-178. doi: 10.1016/j.pubrev.2016.11.005
Grant, M. J., & Booth, A. (2009). A typology of reviews: an analysis of 14 review types and associated methologies. Health Information and Libraries Journal, 26(2), 91-108. doi: doi.org/10.1111/j.1471-1842.2009.00848.x
Gruning, J. E., & Hunt, T. (2003). Dirección de Relaciones Públicas. Barcelona: Ediciones Gestión 2000.com
Heath, R. L., & Coombs, W. T. (2005). Today’s public relations: An introduction. Thousand Oaks: Sage Publications.
Hoy, P., Raaz, O., & Wehmeier, S. (2007). From facts to stories or from stories to facts? Analyzing public relations history in public relations textbooks. Public Relations Review, 33(2), 191–200. doi: 10.1016/j.pubrev.2006.11.011
Ihlen, Ø, & Ruler, B. van (2007). How public relations works: Theorical roots and public relations perspective. Public Relations Review, 33(3), 243-248. doi: 10.1016/j.pubrev.2007.05.001
Jelen, A. (2008). The Nature of Scholarly. Endeavors in Public Relations. En Ruler, B. van, Tkalac Verçiç, A. & Verçiç, D. (Eds.). Public Relations Metrics: Research Evaluation (pp. 36-57). New York: Routledge.
Kagan, R. L. (2012). Las <
L’Etang, J. (2008). Writing PR history: issues: methods and politics. Journal of Communication Management, 12(4), 319–335. doi: 10.1108/13632540810919783
L’Etang, J. (2014). Public relations and historical sociology: Historiography as reflexive critique. Public Relations Review, 40(4), 654–660. doi: 10.1016/j.pubrev.2013.12.009
L´Etang, J. (2015) Where is Public Relations Historiography? Philosophy of History, Historiography and Public Relations. En T. Watson (Ed.), Perspectives on public relations historiography and historical theorization (pp. 69-84). London: Palgrave Macmillan.
Lamme, M. O., & Russell, K. M. (2010). Removing the spin: toward a new theory of public relations history. Journalism and Communication Monographs, 11(4), 280-362. doi: 10.1177/1522637910011004
Martínez Gallego, F. A. (2000). Propaganda impresa y construcción del Estado Moderno. En Espejo Cala, C. (Coord.).
Propaganda Impresa y construcción del Estado Moderno y Contemporáneo (pp. 27-71). Sevilla: Ediciones Alfar.
McKie, D., & Munshi, D. (2005). Tracking trends: Peripheral visions and public relations. Public Relations Review, 31(4), 453-457. doi: 10.1016/j.pubrev.2005.08.001
Mckie, D. & Xifra, J. (2014). Resourcing the next stages in PR history research: The case for historiography. Public Relations Review, 40(4), 669-675. doi: 10.1016/j.pubrev.2014.01.006
Miller, K. S. (2000). U. S. Public relations history: knowledge and limitations. Communication Yearbook, 23(1), 381–420. doi: 10.1080/23808985.2000.11678978
Miller Russell, K., & Lamme, M. O. (2016). Theorizing public relations history: The roles of strategic intent and human agency. Public Relations Review, 42(5), 741-747. doi: 10.1016/j.pubrev.2016.04.002
Moore, S. (2012). Ideals and realities: Renaissance state communication in Machiavelli´s The Prince and More´s Utopia. Public Relations Review, 38(3), 383-389. doi: 10.1016/j.pubrev.2011.11.009
Munshi, D., Kurian, P. & Xifra, J. (2017). An (other) ‘story’ in history: Challenging colonialist public relations in novels of resistance. Public Relations Review, 43(2), 366-374. doi: 10.1016/j.pubrev.2017.02.016
Olasky, M. N. (1984). Retrospective: Bernay´s Doctrine of Public Opinion. Public Relations Review, 10(3), 3-12. doi: 10.1016/S0363-8111(84)80088-0
Pearson, R. (1990). Perspectives on public relations history. Public Relations Review, 16(3), 27–38. doi: 10.1016/S0363-8111(05)80067-0
Pearson, R. (1992). Perspectives on public relations history. En E. L. Toth, & R. L. Heath (Eds.). Rhetorical and critical approaches to public relations, (pp. 111–130). Hillsdale: Lawrence Erlbaum.
Pellicer, J. (1965). Avisos Históricos. Madrid: Taurus.
Raaz, O., & Wehmeier, S. (2011). Histories of public relations: comparing the historiography of British, German, and US public relations. Journal of Communication Management, 15(3), 256–275. doi: 10.1108/13632541111151014
Ruler, B. van (2004). The communication grid: an introduction of a model of four communication strategies. Public Relations Review, 30(2), 123-143. doi: 10.1016/j.pubrev.2004.01.002
Ruler, B. van & Verçiç, D. (2005). Overview of public relations and communication management in Europe. En Ruler, B. & Verçiç, D. (eds). Public Relations and Communication Management in Europe: a Nation-by-Nation Introduction in Public Relations Theory and Practice (pp. 1-12). Berlin/Boston, De Gruyfer Mouton.
Ruler, B. van, Tkalac Verçiç, A. & Verçiç, D. (2009). Public Relations Metric. Measurement and Evaluation- An overview. En Ruler, B. van, Tkalac Verçiç, A. & Verçiç, D. (Eds.). Public Relations Metrics: Research Evaluation (pp. 1-18). New York: Routledge.
Russell, K. M. & Lamme, M. O. (2016). Theorizing public relations history: The roles of strategic intent and human agency. Public Relations Review, 42(5), 741-747. doi: 10.1016/j.pubrev.2016.04.002
Salcedo, N. R. (2008). Public relations before ‘public relations’ in Spain: an early history (1881–1960). Journal of Communication Management, 12(4), 279–293. doi: 10.1108/13632540810919756
Salcedo, N. R. (2011). Corrientes historiográficas de las relaciones públicas: la historia de una profesión en entredicho. Observatorio (OBS*) Journal, 5(4), 257-290. doi: 10.15847/obsOBS542011519
Salcedo, N. R. (2012). Mapping public relations in Europe: writing national histories against the US paradigm. Comunicación y Sociedad, 25(2), 331–374. doi: 10.15581/003.25.36172
Sallot, L. M., Lyon, L. J., Acosta-Alzuru, C., & Ogata Jones, K. (2003). From Aardvark to Zebra: Millennium Analysis of Theory Development in Public Relations Academic Journals. Journal of Public Relations Research, 15(1), 27-90. doi: 10.1207/S1532754XJPRR1501_2
Selltiz, C., Wrightsman, L. & Cook S. (1980). Métodos de investigación en las relaciones sociales. 9ª edición. Madrid: Rialp.
Tilson, D.J. (2006). Devotional-Promotional Xommunicatin and Santiago: A Thousand-Year Public Relations Campaign for Saint James and Spain. En L´Etang, J. & Pieczka, M. (eds). Public relations: Critical debate and contemporary practice (pp. 167-184). Nawwah, Lawrence Erlbaum.
Verçiç, D., Gruning, L. A. & Gruning, J. E. (1996). Global and Specific Principles of Public Relations: Evidence From Slovenia. En Culberton, H. M. & Chen, N. (Eds.). International Public Relations: A Comparative Analysis (pp. 31-65). Mahwah, New Jersey, LEA: Lawrence Erlbaum Associates, Publicers.
Vos, T. P. (2011). Explaining the origins of public relations: logics of historical explanation. Journal of Public Relations Research, 23(2), 119–140. doi: 10.1080/1062726X.2010.504793
Watson, T. (2008). Creating the cult of a saint: communication strategies in 10th century England. Public Relations Review, 34(1), 19–24. doi: 10.1016/j.pubrev.2007.08.023
Watson, T. (2013). International History of Public Relations Conference 2013. IHPR. Bourmouth University, June 24, 2013. Recuperado de https://microsites.bournemouth.ac.uk/historyofpr/files/2010/11/Tom-Watson-IHPRC-2013-Keynote-Address4.pdf
Watson, T. (2014). Let’s get dangerous: a review of current public relations historical scholarship. Public Relations Review 40(5), 874-877. doi: 10.1016/j.pubrev.2014.02.001
Watson, T. (2015). What in the Worlds is Public Relations? En T. Watson (Ed.), Perspectives on public relations historiography and historical theorization (pp. 4-19). London: Palgrave Macmillan.
Wilcox, D. L., & Cameron, G. T. (2012). Public relations strategies and tactics (10th ed.). Boston: Allyn& Bacon.
Wilcox, D. L., Ault, P. H., Agee, W. K. & Cameron, G. T. (2001). Public relations strategies and tactics. New York: Harper & Row.
Xifra, J. (2017). Recognition, symbolic capital and reputation in the seventeenth century: Thomas Hobbes and the origins of critical public relations historiography. Public Relations Review, 43(3), 579-586. doi: 10.1016/j.pubrev.2017.03.001
Xifra, J. & Collell, M. R. (2014). Medieval propaganda, longue durée and New History: Towards a nonlinear approach to history of public relations. Public Relations Review, 40(4), 715-722. doi: 10.1016/j.pubrev.2013.12.005
Xifra, J., McKie, D., & Collell, M.R. (2019). Creatively escaping insularity and encouraging internalism: British radicalism, history from below, and public relations historiography. Public Relations Review, 45(2), 275-281. doi: 10.1016/j.pubrev.2018.06.007
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