International Journal of Advances in Engineering and Management (IJAEM) Volume 4, Issue 1 Jan 2022, pp: 738-743 www.ijaem.net ISSN: 2395-5252 DOI: 10.35629/5252-0401738743 Impact Factor value 7.429 | ISO 9001: 2008 Certified Journal Page 738 The Intertwined Association of Psychology and Public Relations Jhanvi Attavar 1 & Neerej Dev 2 1 Researcher, Department of Journalism and Mass Communication, JAIN (deemed-to-be University) India 2 Assistant Professor, Department of Journalism and Mass Communication, JAIN (deemed-to-be University) India --------------------------------------------------------------------------------------------------------------------------------------- Submitted: 15-01-2022 Revised: 23-01-2022 Accepted: 25-01-2022 --------------------------------------------------------------------------------------------------------------------------------------- ABSTRACT: Through recent times the practice of public relations has been misguided through what professionals have described as “lack of measurable outcomes”. Public relations have always been considered as one of the most underestimated practices in the aspects of the corporate world. Understanding the psychology that goes behind understanding the science of psychology is truly a concept that hasn’t been explored fully to its potential. The main objective of this paper is to understand or link the concepts of public relations and psychology. There are strong arguments regarding public relations as applied social psychology, concerned with the management of relationships between groups, with the ways groups behave in relation to each other and make use of communication to try to influence each other’s behavior. The practice of Public Relations emerged in its modern form shortly after psychology developed in the last century as a new, “social science”, But it has not drawn on the findings of psychology to the extent that it could. Keywords: public relations, media psychology I. INTRODUCTION Public Relations as a concept is relatively a new discipline, it’s strictly to understand the public’s perception of a certain company, a celebrity figure and so on. It’s also the common understanding or relationship between said entity and the public. It is now considered to be one of the most important aspects of the corporate world simply because the public and the consumers have proved to be the most important aspect for an entity to succeed. Hence, a common need of understanding the public’s mentality and consumer behavior comes into play. Customers expect the brands to be transparent, authentic, and true to their cause (Patni & Dev, 2021). Therefore, psychology plays an extremely crucial role with understanding or formulating public relations strategies as well. Psychology is also a discipline emerged in the 1880s that is considered to be recent, however earlier psychologists were ambitious they relied completely on technology forming an understanding and providing an answer to every question the world possess. Fortunately, psychologists now understand the fact that everything has a chemical reaction of logical and emotional thinking behind a human being’s action and decision. Hence, a common conclusion and understanding of the fact that psychology and public relations are closely intertwined were derived. Psychology relatively being a newly introduced discipline, the assumptions of the field were very minimal to what the study of psychology could be used for. Psychology was mainly used for biological concepts and understating how the human mind works, however this made the field extremely one dimensional. It focused on specifically how the human brain functions and the limits of the human sensory capabilities. However, in the recent times psychology has been understood various disciplines in the corporate world, this paper focuses on public relations in specific. II. REVIEW OF LITERATURE 2.1 Psychology as a discipline Psychology is the scientific study of the human mind and behavior; it was mainly developed as a discipline mainly focused towards understanding people of different societies and backgrounds. It further developed into various fields of sports, human development, clinical, social behavior, and cognitive process. In the early days of psychology there were two dominant concepts of the discipline which focused on how the brain worked which was structuralism and functionalism. Structuralism was a concept introduced by Wilhelm Wundt, focusing mainly on developing different mental processes into the most