Propaganda and Public Relations

The Development of Propaganda Overtime

Propaganda

Propaganda had continued to mold public opinions for generations. From World War I posters to the personalization on social media feeds, these tactics have been used to persuade us all. However, the podcasts Marketing, Muckraking and Civics 101, explain that propaganda is more than persuasion. It is a complex practice that involves “compliance gaining,” or influencing people without their full awareness (Capodice & McCarthy, 2022). Although technology has advance and the way audiences can be reached has evolved, the most basic techniques have remained unchanged: emotional manipulation, control of information, and illusion of choice. Understanding the use of these tactics is essential in practicing ethical public relations.

(“Propaganda for High School Kids in 1948! Would They Show This Today?”, 2023)

Emotional Manipulation

Emotional appeal remains one of the most powerful propaganda strategies. We see an example of this in the posters and messaging created by the U.S. government and used in WWI. They used these mediums to portray American soldiers as heroes and enemy forces as inhuman and demonic to encourage dissent. Today, we see similar tactics in political messaging, by sparking feelings of fear, anger, or identity within its audience. Social media also prioritizes emotional content, amplifying this effect. Emotionally charged misinformation spreads faster and is more likely to be believed (American Psychological Association, 2020). This shows how emotional propaganda can be especially dangerous, because the messaging can bypass our critical thinking.

Control of Information

Propaganda is not just about what’s being shared to the public, it’s also about what is being hidden. The Committee on Public Information (CPI) ensured that Americans received a consistent pro-war message through censorship-like practices (Albers, 2022). Today, information control happens through techniques likes labeling opposing views as “fake news” and selective exposure/algorithmic filtering on social media. It has also been found that many Americans struggle to distinguish between fact and opinion (Pew Research Center, 2022). This makes audiences that much more susceptible to misinformation.

Illusion of Choice

Because modern propaganda has become much more subtle, audiences often believe they are making independent choices, when in reality they cannot see what’s being shaped behind the scenes (Capodice & McCarthy, 2022). Social Media platforms are constantly collecting data on users to then target them with personalized messages. This limits exposure to opposing views and therefore reinforces users’ existing beliefs. “Propaganda is persuasion without consent”- Jennifer Mercieca (as cited in Civics 101, 2022). This deepens division between opposing views and reduces meaningful dialogue.

PR Ethics

These propaganda techniques present serious challenges for ethical PR professionals. While persuasion is part of public relations, manipulation is not. The Public Relations Society of America’s Code of Ethics emphasizes honesty, accuracy, and transparency (PRSA, 2023). Ethical PR practices include prioritizing truth over persuasion, avoiding exploitation of fear or misinformation, and respecting the audience’s autonomy. PR Daily also highlights that transparent communication builds long-term trust with audiences while the use of misleading tactics can damage a professional credibility (Ragan Communications, 2021).

Conclusion

While some believe propaganda has disappeared overtime, this is not the case. It has simply adapted to society’s advancements to shape public opinion and divide society. By recognizing propaganda strategies, both PR professionals and the public can become more informed communicators and audiences. Practicing ethical PR is essential to maintaining trust in a rapidly evolving media setting.

Tags: Propaganda, Public Relations, Misinformation, Media Literacy

References

Albers, R. K. (2022). Marketing, muckraking: Marketing, propaganda, and politics from WWI to Trump. https://rachaelkayalbers.com

American Psychological Association. (2020). The spread of misinformation online. https://www.apa.org

Capodice, N., & McCarthy, H. (2017). Propaganda [Audio podcast episode]. Civics 101. https://www.civics101podcast.org

Pew Research Center. (2022). Americans’ views on misinformation and fake news. https://www.pewresearch.org

Propaganda For High School Kids In 1948! Would They Show This Today? (2023, June 17). YouTube. https://youtu.be/8AGpILvdwDM

Public Relations Society of America. (2023). PRSA Code of Ethics. https://www.prsa.org

Ragan Communications. (2021). Why transparency is critical in PR. https://www.prdaily.com