Essay Sample on Propaganda vs. Public Relations: Comparing Definitions & Interpretations

Introduction

Propaganda and public relations are communication tools that have opposite spectrums. In public relations, these definitions are hard because none can define it in universal consent. To elaborate more on the difference and interpretation, it is essential to show the understanding between the public and organizations. According to Xifra (p. 138), management has a function of communication meant to maintain their environment to achieve the desired goal. The paper, in this case, will illustrate why public relations is not propaganda by using one case study. Also, the article will highlight the differences and similarities between publicity and public relations.

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Considering how the two concepts are defined, it can be said that propaganda is the conscious manipulation of both negative and definite purposes. Ideologically, propaganda changes the convictions, values, and views of the recipient. Public relations, on the other hand, are an activity that established mutual and harmonious beneficial ties between the organization and the public (Xifra 144). In contrast, propaganda advances the interest if the propagandist to their advantage for the receivers to get information. The plausible definitions of propaganda are that it is a systematic and deliberate attempt to manipulate cognitions, shape perceptions, and achieve direct behavior. Such claims are exciting because it examines the fundamental differences between public relations and propaganda. In propaganda, communication aims to profit the sender by manipulating the behavior and response of the receiver

Differences and Similarities

After these definitions, the parallels between public relations and publicity where the distinction is in the phrase can now be elaborated. One thing to be noted is that both are from involuntary reactions and actions that are organized, deliberate, and planned (Clark 364). The fact that most businesses establish communication departments to solve the issues, propaganda plays a significant role. In other words, propaganda is a two-way communication procedure that benefits the sender but manipulates the receiver.

Public relations, on the other hand, are a communication channel that benefits both receiver and sender. However, propaganda comes with a negative connotation, whereas open ties are the offspring of thoughts that send positive words to the public. One notorious area about the debate on the differences between the two terms is the government relations (Clark 371). Over the year's government, public relations have always been accused that any information that comes from it is received, described, and perceived as propaganda.

The Case Study

As mentioned in the introduction, the paper will use one case study to elaborate more on the differences and similarities between propaganda and public relations. Case study number one is about open governmental ties in Australia. One known public relation campaigns that reign in Australia is the National Tobacco campaign because the commonwealth government managed it. In 1996, they launched the 'Quit Now campaign' because of the probability and risks concepts. Since a two-way communication procedure existed on public relations, the tactic used was never successful because it never convinced the targeted audience (smokers between ages 18-40), to stop smoking (Zhang et al., 173). Eventually, the government began acting on the public's comment because it was propaganda.

The government later listened to public opinion and changed the campaign and put its goal to send meaningful messages to messages. The government began to use graphical images of how smoking damages the arteries, heart, lungs, and the brain (Hanioka et al., 218). Such imaged shaped the perception and produced an emotional and robust response. Under this, the brochures released by the government made people believed that it was not propaganda. The 'Quit Now campaign' eventually became beneficial to both the audience and the government because it supported the political objectives and encouraged the lifestyles of people by also protecting the non-smokers.

The public relations campaign also gave support to the economic aims of the government by decreasing the number of people that smoke through images that show the smoking-related diseases. In other words, the cost of hospital and health care will decrease because people are leaving a healthy life (Zhang et al., 181). The campaign also benefited the audience by leading and assisting them with a more robust and longer life. Moreover, since the campaign dis-encourages other sectors that encourage people to smoke, it ends up becoming advantageous to the government and the audience.

Conclusion

Propaganda and public relations are communication tools that have opposite spectrums. Considering how the two concepts are defined, it can be said that advertisement is the conscious manipulation of both harmful and definite purpose. The plausible definitions of propaganda are that it is a systematic and deliberate attempt to manipulate cognitions, shape perceptions, and achieve direct behavior. Public relations, on the other hand, are an activity that established mutual and harmonious beneficial ties between the organization and the public. Ideologically, propaganda changes the convictions, values, and views of the recipient. While public relations are a two-way communication procedure that benefits the sender but manipulates the receiver. As mentioned, the case study used shows the similarities and differences between propaganda and public relations.

Works Cited

Clark, Cynthia E. "Differences between Public Relations and Corporate Social Responsibility: An Analysis." Public Relations Review, vol. 26, no. 3, 2016, pp. 363-380., doi:10.1016/s0363-8111(00)00053-9.

Hanioka, T., et al. "Effects of Smoking and Smoking Cessation and Smoking Cessation Intervention." Periodontal Diseases - A Clinicians Guide, Mar. 2012, pp. 212-233., doi:10.5772/28866.

Xifra, Jordi. "Public Relations and Corporate Propaganda." The SAGE Handbook of Propaganda, 2020, pp. 137-151., doi:10.4135/9781526477170.n10.

Zhang, Lei, et al. "The Influence of State-Specific Quitline Numbers on Call Volume During a National Tobacco Education Campaign Promoting 1-800-QUIT-NOW." Nicotine & Tobacco Research, vol. 18, no. 8, Dec. 2016, pp. 171-185., doi:10.1093/ntr/ntw100.