The persuasion component or (core element) of marketing, advertising, promotion, and public relations is becoming more apparent as we move forward in our program. When persuasion is our objective, ethics, and ethical decision-making will obviously become a factor in how we choose to effectively persuade our customers to believe our message, buy our products, or use our services. In theory, sound public relations is based on truth, credibility, fairness, and openness. However, how does Public Relations really differ from widespread Propaganda? Webster’s dictionary defines Propaganda as any systematic, widespread dissemination or promotion of particular ideas, doctrines, practices, etc. to further one's own cause. Fraser (2007) states, “Leaders in virtually every great society throughout history understood the importance of influencing public opinion through persuasion.” Public Relations is defined in the text as planned persuasion to reach a specific publics for a particular purpose, or the planned process to influence public opinion. In theory, the best Public Relations practices will consist of truthful and honest communications. As marketers we will be faced with the many challenges of making ethical decisions, keeping the best interests of the consumer in mind, creating positive perception rather than deception, and at the same time developing profitable marketing communications for our products and services.
A short but interesting video: PR Firms = Propaganda
http://www.youtube.com/watch?v=9rPQCPwdwHQ
2 comments:
Well written! A Marketer or PR professional without well defined principles governing their actions has great potential to harm society. As a soldier in the army...don't forget your sword, helmet, breastplate and shield - you'll need them in this battle.
Mr. Stauber's use of the term "perception management" (with a negative connotaion) gives pause for marketing professionals to think about where we draw the line. He also adds a chilling end statement from Mr. Carey in his Youtube clip to drive his opinion home. Thanks for sharing, Tim.
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