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Journalism & Communication
Pages 10 (2510 words)
Name Surname Professor’s Name Subject Date Public Relations The term “public relations” is believed to have been introduced by Edward Barnays. The father of PR, as some would later call Barnays, used it in his publication Crystallizing Public Opinion (1923)…
Jacquie L’Etang, the leading British theorist of PR, describes this situation in his “Public Relations and the Rhetorical Dilemma” publication. He emphasises that “public relations needs more public relations to increase public understanding of its role in society” (L’Etang 34). Public relations are seldom referred to in a positive way in the media. This concept is typically defamed as a mere propaganda and industry of spin which is busy trading in deceitful information and lies (Miller, 2003). Others publicly acknowledge the pragmatic mission of PR by saying that it is just an art of getting material into the press without paying for it, specifically, “the art of getting favourable coverage without paying for it” (“How to Get Free Publicity”). These approaches seem to be widely applied when the public needs to be manipulated against a certain governmental or corporate project. PR is announced pure propaganda and spin and the message is quickly dismissed. At the same time, while PR gets frequently referred to as spin or propaganda, this understanding of the phenomenon is one-sided and obviously lacks objective consideration. To make matters worse, this understanding is too simplistic and conceals the essential component of PR. Namely, PR is targeted not just at corporate interest advocacy, but at the advocacy of public interest, too. ...
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