PR = SPIN = WAR = PROPAGANDA ?

"The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country."

(Edward Bernays, 1928)

Our first lecture session on the 'Issues in Public Relations' was on War and PR - how the two have been inseparable through time. Here we got an opportunity to view the BBC Documentary War Spin which presented a devastating account of how US and British government and military forces set out to mislead and misinform the public during their war against Iraq- aided by hundreds of compliant "embedded journalists".

Presented by BBC war correspondent John Kampfner, the documentary was subtitled Saving Private Jessica: fact or fiction? because it focused initially on how the widely circulated account of the US navy seals rescue of Private Jessica Lynch owed more to Hollywood myth making than reality.

The documentary depicted only a small part of the spin/ propaganda aspect of war. Let us now try and reflect on this old, yet new topic of War, Propaganda, PR and Spin.

The Art of War and Public Relations: Strategies for successful litigation PR

Ever wondered what is that one thing that unites political leader Napolean, political scientist Henry Kissenger, American businessman Lee Iacocca, Basketball coach Pat Riley and lawyer Gerry Spence?

"A Wise Leader Plans Success, A Good General Studies It."

If I am right, you did not. Well, to be honest, even I didn't until I was exposed to the topic of war and propaganda. The answer to my question is, they along with hundreds of American businessmen, litigators, marketers and PR professionals have studied the lesson taught in the 2,500 year old masterpiece: The Art of War. The author, general Sun Tzu, was an extraordinary philosopher and military strategist during the reign of the King of Wu in China. His compelling and detailed text on tactics, terrain, manoeuvring and the politics of war reflects the strategies that enabled the armies of Wu to handily prevail over their enemies.

It was not until the 1970's that the teachings of Sun Tzu became widely known in the United States, where it still continues to be the subject of serious study in military circles. It contains valuable lessons that are as germane today as they were more than two millenniums ago. But here, we are not talking about strategies for conquering armies- nothing quite that dramatic-but rather about applying Sun Tzu's principles in a different kind of battle, the battle between litigants. And instead of discussing about the tools of warfare Tzu understood so well-mounted soldiers, archers, foot soldiers and the like- we're talking about a powerful weapon of a different sort : Public Relations.

There have been many wars that the United States has been part of. Some were fought on the American soil, others abroad. But through it all, there has always been a need for the public's support. And what better way of getting that support than by putting information out there for the public. This, of course, is biased information that is put forth in front of the general public;just enough to get people caring and thinking about the war, but not enough to keep them fully educated on the subject.But the question that poses here is "what is the truth?"

Propaganda has been a human activity as far back as reliable recorded evidence exists. The writings of Romans like Livy are considered masterpieces of pro-Roman propaganda. The propaganda techniques were first codified and applied in a scientific manner by journalist Walter Lippman and psychologist Edward Bernays (nephew of psychoanalyst Sigmund Freud) early in the 20th century. During World War 1, Lippman and Bernays were hired by the United States president Woodrow Wilson to sway popular opinion to enter the war on the side of Britain. The way propaganda campaign of Lip-Bernays produced, within six months, intense anti-German hysteria as to permanently impress American business (and Adolf Hitler among others) with the potential of large-scale propaganda to control public opinion.

Bernays coined the terms "group mind" and "engineering consent" important concepts in practical propaganda work and public relations. The current industry of public relations is a direct outgrowth of Lippman and Bernay;s work and is still used extensively by the US Government.

Here is an educational film on the techniques of Propaganda.

Source of Pictures: Google

Source of Video: YouTube