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MDSC02H3 (12)
Chapter 11

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Department
Media Studies
Course
MDSC02H3
Professor
Gray Graffam
Semester
Fall

Description
Chapter 11: Flack Attack, the Problem of Public Relation Author: Josh Greenberg Introduction PR practitioners are often depicted as either shameless or cynical, who only promote the interest of their clients. Despite of having a negative depictions some researchers argue that there are good reasons to boost their relations and it’s not a threat to democracy. PR can be used to promote the virtues and limitations of their respective clients. Not only corporate worlds, but also NGOs, are also making use to PR to promote and enhance their legitimacy. Propaganda: communication whose goal is to influence the attitudes of individuals and audience members about a particular issue or cause Reputational management: refers to the understanding and influencing a company’s brand. Increasing its used to refer to the management and cultivation of one’s personal online presence in social media The Birth and Expansion of PR PR industry emerged in the late 19 century. Ivy Lee believed in the power of propaganda of public relation. Edward Bernays believed PR theories should be drawn from the theory of psychoanalysis, which was developed by his uncle, Sigmund Freud. The initial start of PR started from the corporate revolution that took place in the US during 1880 – 1920. The perception held by most people at that time was that big corporates was an “impersonal monster” and a threat to public interest. The view was spread by campaigning journalists (muckcrakers) of the era. Soon corporates recognized that the negative public perception would hinder their political and economic ambitions. Soon after, these giant corporations launched PR firms, to maintain their “corporate soul”. AT&T was the first company to use PR. The main goal of the PR firm was establishing public relations between employees and customers. Although, these companies achieved their success, but the image of the PR firms started to decline in a negative way as people considered them as handmaiden by corporate power. th Public Relations and Progressive Politics in the Early 20 Century PR was integral to the advancement of progressive cause during this era, which include
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