Is PR Proganda?

Looking back to a definition of PR it is related to reputation management and influencing behavior and opinion. Now compare this to a definition of propaganda “Propaganda is a form of communication that attempts to achieve a response that furthers the desired intent of the propagandist”.” (Jowett & O’Donnell , 1999, p.1). Within the definitions there are some similarities, both look at a desired outcome whether its in best interests of the business or with the propagandist.

Ethics is a difficult subject to define it often changes for every individual.  Also PR practitioners may also have to take into account cultures “It is important to realize that public relations as practised in one country frequently differs from how it is practised in another country” (Fitzpatrick & Bronstein, 2006, p.172). With some many different things for PR practitioners to consider is it really possible not to been seen as a propagandist or attempting to spin stories. It could be argued that people are always just going to be skeptical of PR due to its history.

Whilst there are some similarities in PR and propaganda I believe that it is a thing of the past. Propaganda was used a lot to encourage war and when there was little information public could get hold of other that was they were told by PR practitioners such as Bernays or what information companies let them know.. However with so much technology today and information being so readily available to the public it would seem that propaganda can go no longer happen undercover. It is now within the public’s power to get involved and contribute their thoughts regarding PR activity.

After looking at the  topic of PR and Propaganda I have learnt that all is not black and white in the world of PR. With regards to ethics it is normally best to do what you see as ethical therefore doing as little harm to as little people as possible. Sometimes in PR you will have to spin a story in a certain direction as you are there to serve the company, although this does not always mean you are participating within propaganda.  Your main purpose as a PR practitioner is to present the company in the best possible light as that is what you are being paid to do, so if you do not always agree with what is being done then you should use your own morals to decide whether you should be a part of that or not.