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PR- A Persuasive Industry? - Spin, Public Relations and the Shaping of the Modern Media (Hardcover)
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PR- A Persuasive Industry? - Spin, Public Relations and the Shaping of the Modern Media (Hardcover)
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Like it or loathe it, PR has become a key ingredient in our lives,
but surprisingly little serious thought is given to what PR is and
what its practitioners do. Glancing, usually disparaging references
to PR abound, and journalists and others feel free to make
overarching comments based on scant evidence, but PR remains
under-examined and hard to study. The big PR firms remain shadowy,
and by tradition PR people working within big organizations do not
seek the limelight. If PR is an industry, it is a fragmented and
diffuse one, scattered across all parts of the economy and society
in thousands of small cells. In both the UK and the US, for
example, the largest consultancies employ fewer than 1% of those
who work in PR. Similarly even the largest companies have PR
departments that rarely have more than a hundred staff and usually
many fewer. PR also operates under many aliases - it seems that
only a minority of practitioners like calling themselves public
relations people - and its border territories with other
communications and marketing disciplines are blurred and often
disputed. This makes it difficult for outside observers and
scholars to get to grips with PR, but also surprisingly hard for
those working in PR to know their own business: no one individual
has real experience of all the main areas of PR work.
PR people have represented all kinds of causes and interests, and
have done so using all kinds of tactics. They have been associated
with many sins: creating false pretexts for wars; political spin
and skulduggery; and seeking to excuse the worst excesses of the
corporate world, to the point of claiming that 'Toxic sludge is
good for you ' But, equally, your favourite charity, celebrity,
hospital and politician, as well as the innocuous companies you
rely on to meet your day-to-day needs, use PR. Mahatma Gandhi,
Martin Luther King and Nelson Mandela were all brilliant at public
relations: Mandela still is. So, in their own ways, were Hitler,
Stalin and Saddam Hussein. Public relations is a strangely
contradictory business. The authors explain some of those
contradictions.
This book is essential reading not just for journalists, students
and PR practitioners - whether they work in business, government or
for NGOs - but for anyone concerned about the ingredients of the
media they consume. The authors use a skilful blend of inside
knowledge, experience and scholarship to explore this rapidly
growing industry and reach new and challenging conclusions about
the role PR is destined to play in the 21st century.
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