On Reality and Public Relations-public Communication PR and Social Marketing
论文作者:51lunwen论文属性:课程作业 Coursework登出时间:2007-06-14编辑:点击率:4111
论文字数:1373论文编号:org200706141557561893语种:英语 English地区:中国价格:$ 33
关键词:
On Reality and
Public Relations-public Communication PR and Social
Marketing
1. Introduction
2.
public relations
2.1 Definition of public relations
2.2 Functions of public relations
3. Public Relations and Reality
3.1 What reality is?
3.2 Actual situation of public relation's influence
4. Conclusion
On Reality and Public Relations
1. Introduction
The key passage from Ewen's interview with Bernays unites his argument with Rutherford's, and also gives us an important question to answer. That passage is as follows:
"And there I was; the mystery still unsolved. Yet the question remained, and remains, open. Things had uncannily come to pass much as Bernays had described in his hypothetical disquisition on the work of a PR practitioner, and one was left to ponder whether there is any reality anymore, save the reality of public relations? Magnified by my seductive encounter with Edward Bernays, it is this question, and its implications for contemporary life, which stands at the heart of this book."
In order to answer the question, this
essay will review definition and functions of public relations at first and try to find the answer by discussing the relation between public relations and reality.
Stuart Ewen's book, PR: The History of Spin, from which the AC640 chapter "Unseen Engineers: Biography of an Idea" is taken, opens with a meeting between Ewen and the late Edward Bernays, the intellectual founder of public relations. This short preface, detailing the conversation between the historian Ewen and the then 99-year old Bernays at the latter's home near Harvard University, dramatizes many of the themes in Ewen's book. First, read the account of this interview, "Visiting Edward Bernays," linked at this site
advertising Ewen's book.
https://www.bway.net/~drstu/contents.html
A number of themes surface in "Visiting" that are addressed in a more substantial form in "Unseen Engineers." Among these themes are:
. public relation's origins in the need of elites to manage the transition from a traditional and aristocratic social order to a democratic one
. public relations as the creation of realities, not images or messages
. the recognition that PR is in effect peace-time propaganda
. public relations' need to interrupt the continuity of life in order to produce a response desired by the client
. the alleged reactive and unthinking nature of the public, and the consequent need of elites to "scientifically" render the world outside into mental images for public use
Paul Rutherford's article addresses in a similar spirit a particular genre of public relations: civic advocacy propaganda. These are messages from public and private sector organizations that are concerned to educate, to improve, and to otherwise influence our views and behaviour as these relate to social issues and public goods. Inspired by the activist state at the time of what Rutherford calls the "disturbed hegemony" of the 1960s, this propaganda-what we more frequently call "social marketing," "advocacy communication" or "public service announcements"-is accountable to many of the same points Ewen identifies as typical of public relations in general.
The key passage from Ewen's interview with Bernays unites his argument with Rutherford's, and also gives us an important question to answer. That passage is as follows:
"And there I was; the mystery still unsolved. Yet the question remained, and remains, open. Things had uncannily come to pass much as Bernays had d
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