During which period did the power of mass media begin to grow significantly in public relations?

The Seedbed Era is recognized as a significant time in the evolution of public relations because it marks the beginning of the development and realization of public relations as a key practice linked closely to mass media. This period, which spanned from the early 1900s to the 1920s, showcased the increasing attention given to public opinion and media relations. It was during this time that practitioners began leveraging mass media to shape public perception and communication strategies effectively. The emergence of notable figures in public relations during this era, like Ivy Lee and Edward Bernays, highlights the significance of media as a tool for influencing public sentiment and promoting various causes, businesses, and even social movements.

In the Seedbed Era, the power of newspapers and emerging forms of media was harnessed strategically, which laid the groundwork for modern public relations practices. The mass media's ability to reach large audiences created new opportunities for public relations professionals to communicate messages more broadly and effectively than ever before. This laid the foundation for the ways in which public perception could be managed and influenced, making the Seedbed Era a pivotal point in the history of public relations as mass media began to play a critical role in shaping societal views.