COMMUNICATIONS
Decoding The Thin Line Between PR And Propaganda
By Anthony Taiti
If research were conducted to identify the most commonly misunderstood professions , it is highly likely that Public Relations ( PR ) would top the list . Regrettably , the extent of ignorance surrounding the true nature of PR is substantial . Let ' s elaborate on this assertion by examining a familiar scenario . Consider an instance in which a particular entity ( an individual , an organization , or the government ) initiated a project that was supposedly meant for the public good . However , you regarded this as a " PR stunt " and dismissed it as a deceptive gimmick designed to hoodwink the public .
Here ' s an actual example : In October this year , a Ugandan politician , who had lost in the 2021 election , openly confessed to repossessing an ambulance she had previously donated to her constituents . Her reason ? They did not vote for her . This shocking revelation sparked a deluge of comments , highlighting her uncanny move . Many individuals argued that her ambulance donation was merely a calculated “ PR stunt ” aimed at securing her victory in the election . This is a classic example of how PR is often misunderstood and misused . To set the record straight , her donation was a self-serving act of propaganda disguised as a genuine PR activity , aimed at conveying a false message that she cares for the people .
While such misunderstanding is typically a result of sheer ignorance , it is important for individuals to differentiate between PR efforts and propaganda . This will enable them to identify deception and make wellinformed decisions . At times , it can be challenging to distinguish between PR and propaganda , as there is a fine line between the two . However , the key factor that sets them apart lies in the underlying purpose of the message or action , which is influenced by ethical considerations .
PR operates within a framework of stringent ethical standards and guidelines , encompassing the principles of transparency , honesty , and accuracy . According to the International Public Relations Association ( IPRA ), PR is defined as “ a decisionmaking management practice tasked with building relationships and interests between organisations and their publics based on the delivery of information through trusted and ethical communication methods .”
The issue of honesty and ethical communication is extremely critical in PR such that many PR scholars and practitioners have vehemently opposed the perspective of Edward Bernays , a respected American PR pioneer , that " public relations attempts to engineer public support ." They argue that the term " engineer " connotes manipulation rather than truth-telling .
On the other hand , propaganda stands in stark contrast to PR in terms of ethics . The Oxford Dictionary defines propaganda as “ ideas or statements that may be false or exaggerated and that are used in order to gain support .” In essence , propaganda is synonymous with disinformation . Here , people manipulate others through activities disguised as PR initiatives , yet the underlying motives are insincere and unfair .
A good reputation is a common feature of every organization ’ s strategy . This explains why they consistently employ various tactics to build their image and earn the public ' s respect and admiration . While some organizations are driven by honesty and a genuine ambition to achieve mutual benefits with the public , others have ulterior motives masked as mutually beneficial arrangements , yet the reality is far from a win-win situation ; these organizations are the sole beneficiaries .
While PR focuses on establishing longterm , mutually beneficial relationships through influence , propaganda mainly focuses on short-term objectives through manipulation . Consider Adolf Hitler , who had the gift of the gab , which he cunningly used to his advantage . Through meticulous communication , he endeared himself to the Germans with the sinister intention of manipulating their perceptions of Jews , portraying them as harbingers of doom . Tragically , he achieved his malevolent goal , ultimately orchestrating the Holocaust while his compatriots cheered him on .
Today , some argue that the Holocaust was largely successful due to Hitler ' s genius in PR , but I strongly disagree with this notion as PR does not seek to cause harm at all . Hitler was simply a manipulative character who exploited people ' s minds to satisfy his own wicked desires . His actions fell far below the most fundamental moral and ethical standards of PR , making his efforts with the Germans nothing more than the dissemination of propaganda . It ' s no surprise that he had a Ministry dedicated to propaganda ( Ministry of Public Enlightenment and Propaganda ).
Organizations need to genuinely evaluate their intentions for public engagements to ascertain whether they are engaging in PR efforts or propaganda campaigns .
Next time , when different entities engage in projects that you perceive as insincere , do not dismiss them as " PR stunts "; instead , refer to them as propaganda acts . Remember , PR is about exerting influence through transparency and honesty , whereas propaganda thrives on manipulation anchored on deception .
Anthony Taiti is Public Relations and Communication professional . He ’ s currently the Head of Corporate Affairs at Pan Africa Christian ( PAC ) University . You can connect with him via mail at : ATaiti09 @ gmail . com .
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