| Public relations and news releases are synonymous in | | | | about the appropriate media and public response. |
| the minds of some. Because the media relations | | | | Typically, these "interruptions" were done in such a |
| aspect of PR is so "public", the PR discipline often is | | | | way as to leave no trace of Bernays or his client |
| narrowly defined by this tactic. PR is much more than | | | | behind. |
| cranking out positive client fodder for the media. | | | | Consider this. In the 1920s Bernays melded corporate |
| My definition: PR is developing, managing and | | | | sales campaigns with popular social causes. As an |
| maintaining relationships with any audience that can | | | | agent for the American Tobacco Company, he |
| affect your organization. | | | | convinced women's rights marchers in New York City |
| Edward Bernays, the father of PR and the nephew of | | | | to smoke Lucky Strike cigarettes as "Torches of |
| Sigmund Freud, takes his definition into the social | | | | Freedom." Unlike the Wizard of Oz, Bernays managed |
| science realm. (Well, what did you expect from | | | | to stay concealed behind the curtain. |
| Sigmund Freud's nephew?) He advised clients on the | | | | The problem I have with Bernays' definition of PR is in |
| social attitudes and actions to take in order to garner | | | | its manipulative aspect. I believe that true PR |
| the support of audiences critical for success. | | | | practitioners seek common ground upon which to build |
| Bernays counseled his clients to do something to | | | | mutually beneficial relationships. |
| interrupt the continuity of life in some way to bring | | | | |