A PR pro once said, “Public Relations has cluttered our already choked channels of communication with the debris of pseudo-events and phony sound bites that confuse rather than clarify.”
Ouch, we’re going to need some Aloe Vera for that burn.
This is how Guth and Marsh decided to end their chapter on Political and Public Policy Communication–with a biting quote from the late public relations educator, Scott Cutlip. I don’t mean to argue with the deceased, but wasn’t this the natural progression of politics? I’m not sure if we can justly blame public relations for “choking” communication in public affairs…but maybe we can?
Truthfully, I’m torn on this matter. If political campaigns are all about presenting a positive image for a candidate, does that mean there is an inherent “spin” factor? I remember learning about propaganda techniques in high school; such as card stacking, testimonials, and glittering generalities. I can’t help but read the descriptions of these unethical means of persuasion and see some overlap in public relations.
For example, Glittering Generalities is defined as, “words that have different positive meaning for individual subjects, but are linked to highly valued concepts. When these words are used, they demand approval without thinking, simply because such an important concept is involved.” Remind you of anyone? Think Quest has a full list of techniques if you are interested in learning more.
When I think about PR and politics, I am reminded of a book I read a few years ago called Boomsday, by Christopher Buckley. In short, the book follows “a morally superior twenty-nine-year-old PR chick” and blogger (oh God, remind you of anyone?) who aids in a controversial political campaign. The story is set in the near future where the American population is struggling to support the large baby-boomer population as they enter retirement. The PR chick councils her client, a presidential hopeful, to campaign for government incentives for euthanasia of the elderly.
Turns out the PR chick did not actually believe euthanasia was the answer; her efforts were meant to bring attention to her client and the issue at hand. Thankfully this is a work of fiction because it is wrought with unethical behavior. The book does, however, represent the power of public relations and campaigning in politics.
It can be difficult to distinguish between the many faces involved in a political campaign—like what is the deal with lobbyists? According to NPR, lobbyists have similar goals to PR professionals, but “lobbyists have to disclose their activities. PR professionals do not.” Now that is a loaded statement! The NPR broadcast, Under the Radar, PR’s Political Savvy, takes a direct stance on the work of PR professionals in politics. Needless to say, the broadcast is less than favorable to the profession.
The broadcast received criticism from practicing PR professionals who use the PRSA as their religion. One commenter argued, “This is incorrect, at least for the 32,000 PR professionals in the U.S. who abide by the Public Relations Society of America’s Code of Ethics.” Perhaps as a young professional, I am able to see both sides of this argument. I mean really, how does the PRSA enforce ethical practices?
I have every intention of practicing PR in a fair and just manner, but I can’t speak for others in the field. After all, there are always a few bad apples in every orchard. But does that mean you should burn the thing down? I hope that a few bad apples won’t undermine the integrity of the public relations profession.
My advice? Don’t do drugs and stay out of politics.