Public Relations, Persuasion and Propaganda 251

Public Relations, Persuasion and Propaganda

Public Relations, Persuasion and Propaganda:

Truth, Knowledge, Spirituality and Mystique
Jacquie LEtang

This chapter draws together a number of concepts and lines of argument to confront di-
rectly the challenge of separating PR and propaganda through a methodological discussion
that demonstrates the complexities of such analysis. Attention is drawn to language prac-
tices and the significance of the subject position. Spiritual dimensions of public relations
are also explored in relation to vocation, public service and propaganda.

1 Introduction

This chapter reflects upon the definitional and methodological issues that concern the rela-
tionship between public relations and propaganda. It builds on previous research that high-
lighted the spiritual convictions of public relations practitioners and spiritual dimensions of
public relations work (LEtang, 2006) grounded in historical evidence (LEtang, 2004).
Links are made between the history of public relations and propaganda, and between these
two concepts and notions of spirituality, mysticism, religion and ethics. The powerfulness
of such concepts may also help explain the fear and loathing often expressed in relation to
the public relations function.
I will explore the conceptual and historical links between what is usually seen as the
troublesome link between public relations and propaganda and interrogate the reasons why
these concepts are hard to define in relation to each other. Public relations academics are
quite likely to be motivated to forge a clear distinction between these concepts, or may only
accept propaganda as an historical antecedent of contemporary public relations practice. I
suggest that such efforts may lead to simplistic definitions designed to service the rhetorical
efforts of the academic public relations campaign for public relations. Models are re-
nowned for both their usefulness in simplifying connections and their concomitant inability
to convey subtle distinction, interplays and dynamism. Public relations literature has had a
rather limited conceptual engagement with propaganda and here I try to demonstrate the
complexities of the definitional task. In the process of essaying this challenge, I suggest that
the dominant scientism of the field has possibly distracted the academy from understanding
public relations work as having mystical dimensions. Little work has been done to identify
practitioner belief systems, ideologies, or deeper thought about the social role of public
relations, and its link to propaganda, in various cultures. Further insight is needed into the
motivations of those entering the practice and their composition (class, race, political orien-
tations and affiliations): If there are indeed common ideologies of public relations practitio-
ners in relation to their social role and purpose that has not yet been sufficiently revealed. It
may be that it is this lack of occupational transparency that leads to fear and criticism by the
media and wider public. I would suggest that the role of influential public relations
252 Jacquie LEtang

practitioners might be far more subtle, complex and powerful than is suggested by the usual
"management-technician" dichotomy. It is possible to envisage practitioners as performing
a function somewhere between priest and magician. As Brown points out, "The lens of
history reveals more clearly the significant relationship between public relations and the
human imagination, as well as PRs roots in messianic religion and political statecraft"
(Brown, 2004, p. 382).
Therefore, this exploration highlights the importance for public relations scholarship
of engaging with historical sociology and sociological history (which give different empha-
ses in prioritising and structuring analysis and narrative1), anthropology, and religious and
spiritual beliefs. Such approaches could help us towards understanding the texture of rela-
tionships that public relations practitioners engage in by highlighting points of reference
and influence. Appropriate, for example, to a discussion of professionalism, might be
analysis of practitioners views of the nature of vocation. Who or what do practitioners see
themselves serving functionally, societal and spiritually? These questions would help
towards an understanding of practitioners spiritual moral universe, their understanding of
"good" and "right." It has often been claimed that public relations should act as organiza-
tional "ethical guardian" (LEtang, 2003), yet it is not clear that practitioners are qualified
to do this.
Spiritual aspects of public relations are available through reflection upon PR as a ho-
listic organizational and cultural enterprise, which transcends the technical tools of PR and
contributes to change and transformation, thus providing a clear connection to some ideas
about propaganda. Public relations aims to engender community, common purpose, emo-
tional connections all aspects of spirituality (Robinson, 2007, p. 8). Within organizations,
public relations practitioners are clearly involved in work that connects to spiritual practice,
"Spiritualityinvolves the recognition that employees have an inner life related to their
soulassumes that employees need to find work meaningfulorganization is portrayed as
a communal centre, promoting mutual obligation and commitment based on trust" (Mirvis,
1997; cited in Bell & Taylor, 2003, p. 332).
Public relations also has its own rituals, both as an occupational culture and as a prac-
tice. These accoutrements also help create a sense of mystique that bolsters the status of
practitioners especially consultants. Parts of the public relations industry is engaged in a
"professional project" which requires self-reflection and contemplation on its social role
and potential for public service. In this chapter, I aim to reflect upon some of these themes
in relation to debates concerning the apparent dichotomy between public relations and
propaganda.
I begin by summarising recent arguments concerning the relationship between public
relations and propaganda (LEtang, 2006; Weaver, Motion & Roper, 2006). In so doing, the
methodological difficulties entailed in defining public relations and propaganda, and in
distinguishing these two concepts from one another, are highlighted. This section concludes
with a short personal reflection and autobiography to clarify my own subject position. Such
auto-ethnography is unusual in public relations and my purpose in including this element
was multi-fold: to specify the socio-cultural, political and personal experiences that bear
upon my approach to, and interpretation of, this challenging topic; to increase the

1
Historical sociology is structured around sociological concerns such as issues of power, gender and race en-
lightened by historical data; in contrast, sociological history take a story-telling/narrative structure enlighte-
ned by sociological concerns.