Public Relations in the Spin Cycle

What is public relations? Is it product placement or people placement? Ah, no... I think that's called marketing and promotional gimmicks. Is it that bikini clad women that displayed her message in front of world leaders? Ah, no... That would be picketing and improper exposure. Is it spinning the news? Well... sort of.

Public relations is disseminating the truth in a positive light. Edward Bernays, the father of public relations (and the nephew of Sigmund Freud, go figure) was concerned that he would display "properganda" and not "improperganda." If only more public relations practitioners would be as message conscious as Bernays. Right... Let's get real here.

Bernays, being related to Freud, almost naturally concentrated on the psychology of public relations, almost to a fault. In fact, due to his efforts, Bernays worked to create social acceptance of women smoking in public. During the 1920s, the health consequences to smoking were not as known, so I'll give Bernays the benefit of the doubt.

According to Bernays "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. . . . In almost every act of our daily lives, whether in the sphere of politics or business, in our social conduct or our ethical thinking, we are dominated by the relatively small number of persons . . . who understand the mental processes and social patterns of the masses. It is they who pull the wires which control the public mind." If you want to know more about Bernays and his life devoted to making himself known as the father of public relations, read the Father of Spin by Larry Tye (here's a great book review).

In reality, a public relations practitioner can only be as honest as their clients' honesty is reflected to them. And even then, sometimes money can influence honesty and conveying the truth. It is amazing how flashing a couple of greenbacks can put a normally honest and open person into a deceptive trance. Sure, we'll give our public the truth in a positive fashion, but with a twist, er a spin. We won't out and out lie, but we'll convince the public that they are hearing the truth, the whole truth, and nothing but the truth. We'll even convince journalists that all we are feeding them is the wholesome and natural truth, so there will be no need to question our message. Can I get an Amen?? Thank you, choir! (You know I'm preaching to the choir.)

So, the progression of public relations is a lot like washing machine. Load the machine with some dirty laundry (you know, all those marketing blunders that got mud on that questionable client's clothes), throw in some detergent (or detour agent, i.e. public relations practitioner--to clean up the mess), let it soak, then put it in the spin cycle, rinse and spin to dry. Viola! Your laundry is clean!