I think with anything you always want your firm to be seen in the best possible light, you always want your company to follow the CIPR Code of Conduct and be honest, truthful, respect customers/ employees. I personally feel if it’s for the good then there is nothing wrong with a dash of spin, sprinkle of propaganda, and a spoonful of persuasion! I think it’s inevitable to pull out all the stops in order to be the best and nothing but the best. Whether it means placing personal ethics or company ethics to the side then so be it.
The world of PR is forever changing; there is no clear definition to what it is. Hence the confusion of what PR is in today’s world. So yes I do feel that PR is a bit of all three- spin, propaganda, and persuasion. However I do feel that it is wrong to say PR is negative just because of the negative connotations that go with it. There is still Good PR if used correctly and involves two way communication.
What spin meant 30 years ago is not what it means now, what propaganda meant during the war times is not what it means now. Can we get a final conclusion as to whether spin, propaganda and persuasion are good or bad tools in PR. I don’t think we can. Everyone has different views about it all, some say PR is bad, negative and manipulative. Others say it’s good because you’re being honest and truthful and communicating with the public. I don’t think there is a good and bad about it, I feel that it’s important to use these tools for the good, something that will benefit both parties. For example when it comes to elections they can use spin or propaganda as long as what they say is true and they stand by what they say. I do have a problem with using these tools in a bad and negative way. Then that’s when I would say your ethics/ values should come to play.
Hope I’ve challenged your thoughts in the PR world…. till next time