Propaganda
PR: Public Perceptions?
The acronym “PR” is now a popular term, but does anybody wonder if the general public knows what it actually means?
Unfortunately, the public notoriety of this acronym is based on merely a handful of the PR industry’s many other services. The now widely perceived reputation of PR also indicates that the Public has been actively scrutinizing anything that can be construed to be ‘Public Relations’ as well, and propagating negative examples that extend the reach of these memes.
So even without a clear understanding of what PR actually is, the public is now willing to form quick opinions that are often less than complimentary, often based on only the most inflammatory examples. This suggests that an entire industry that prides itself on shaping public perceptions might actually be in dire need of doing some serious some public relations work upon itself! Lest it entirely lose control of it’s own perceived identity, and disappear deep into the corporate and government structures that it serves. Retreating from a public visibility that has been progressively exposed, one brand at a time.
Historically, “media spin” and manufactured “events” seemed to have been the most recognizable traits of PR. What should now be of greater interest to PR pros, is that the industry has also been clearly associated with damage control and crisis management as well. Unfortunately, most of the clients who need such specialised services are often and already less than well-regarded to begin with, as evidenced by the many pre-existing negative public perceptions that need to be re-framed or better-managed to move forward.
This aspect of PR reminds us why an entire industry has seemingly (or at least historically) preferred to fly below the public radar to begin with. Lest it be seen as an artificial source of “truth” and painting itself with the same brushes that it uses to cover-up (erm, manage and reposition) notorious fumbles, scandals, or man-made disasters. In the end, a handful of PR firms that specialise in damage control have seemingly ruined it for all the rest, by exposing the underlying machinery of used to manufacture consent within increasingly savvy and well-networked ‘public audiences’.
As a result, the Public now seems quite ready (if not over-eager) to label any constructed media messages or cultural memes with such popularised monikers as “PR spin” or “astro-turffing”, regardless of any positive social results that might also arise. Worse yet, even reasonable arguments or counterpoints, from private individuals in the socialmedia space, are being increasingly dismissed as the work of PR flacks. Thus neutralizing a healthy discourse for everyone because of this increasingly negative view of PR.
So where can things go from here, as the pros try to map out a PR2.0 approach to managing our perceptions and gaining our permissions.
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PR2.0: Risky Relations
Some would like to think that PR is undergoing a complete “revolution”. Others might just feel that the well publicised PR 2.0 moniker represents a greatly expanded toolset for PR, a new collection of ‘Media” outlets, or at least a major upgrade on the same old ‘code-base’ that PR has always relied upon. What it is for certain, is what PR2.0 isn’t.
PR 2.0 is not simply a loose or imitative spin-off term of Web2.0
These cross functional internet applications that are based on re-modeled AJAX and existing LAMP technologies, commonly known as Web2.0, enable much of the highly touted potential for “Social Media” sites to interact seamlessly.
Rather than just piggy-backing on this Web2.0 term, PR 2.0 should actually be seen as an exciting and timely emergence of an entirely re-invented industry. One that knows it is poised upon a great opportunity to redefine Public Communications and Corporate Relations, and create enormous new value models for all Marketing activities to benefit from in the process.
Eco-PR vs. Power Producers
Thanks to Nazi atrocities, the word propaganda has been permanently blacklisted from civilised society. So at this point in history we can’t describe anything with this term without invoking a backlash of politically correct reactions . Yet propaganda is still a very well-practiced art, even to this very day. In fact, many people would be astounded by the kinds of benevolent organizations that still employ such tactics on a regular and ongoing basis.
Nuclear energy is one of those hot topics that drives people with more fear than facts. Even when simply weighing the environmental risks and benefits of this supposedly ‘Green’ energy source, people’s defense mechanisms still lock themselves into rigid and even fearful frames of mind that invariably leave no room for rationale debate. Even while we continue to burn coal and oil at an ever-accelerating rate of global destruction, the subject of atomic energy remains mired in taboo, and dogmatic diatribe which has stunted it’s further development in the western world (with the exception of France) for decades now. While we continue to inflict severe and undeniable harm on the world around us with supposedly safer alternatives.
This confounding ecological paradox leaves one tempted to consider the possibility that Big Oil & Coal have been well-served by our fears of nuclear power and would indeed be quite willing to support the propaganda efforts required to maintain the negative public profile that has dogged ‘nuclear’ for this long…Effectively assuring the utter dominance of a fossil-fueled society, even as you read this.
How’s that for a more realistic conspiracy theory?
PR: An Industry in need of it’s own Services
Professionals working within PR are well aware of the deep complexity of their field, and recognize the many specialties and separate disciplines within the very wide umbrella term PR. In <a forthcoming piece>, I hope to expound on the immense value (both Social and Economic) that PR holds for both its Clientele and the various public markets they wish to meaningfully connect with. First though, I need to examine what I’ve perceived to be a very alarming veer onto a rather dangerous road for anyone in PR to be trying to drive on at present.
It started with a recent article by Naomi Klein, who although I don’t agree with philosophically, I had to concur was pointing out an obvious risk to credible PR. She postulates, that a recent putsch of Israeli films (about Tel-Aviv in particular) in the Toronto Film Fest, were being seen as a PR campaign for not only Tel-Aviv tourism, but as whitewashing of of the latest negative world reactions to hostilities against Palestinians.
Without getting into that political quagmire, it is clear that PR is a common concept that has been associated with trying to change public perceptions of negative events. For a very longtime now, there are countless other mentions of PR in the daily news and Media, where PR is associated with damage control, or ‘spinning” corporate interests. This well known generality is just the tip of longstanding (melting?) iceberg however.
Take the recent case of Michael Bryant’s run-in with a cyclist…