Thanks for the active participation in our discussion last Saturday. I had fun hearing your own thoughts on how public relations is perceived and defined by many, including your examples of brands (from local celebrities to global consumer products) that project a certain image but earned the opposite reputation. This goes to show that expensive advertising and promotions campaigns don’t necessarily work to the brand’s or organization’s advantage; in some cases, it can even highlight the disparity between the claimed image and the earned reputation.
I hope this discussion has made many of you realize that while image is important, it’s really reputation that can help make or break the brand. And we don’t have to go through lengthy discussions on what a negative reputation can do or not do to the brand.
Influencing public opinion
And who can forget Edward Bernays and his contribution to PR practice? I failed to share in class the video segment (no thanks to Smartbro), taken from the documentary The Century of the Self, that shows how Bernays used his understanding of social behavior to “engineer public consent,” most notable of which is probably his work on ‘helping’ women get the right to smoke in public. Here’s the video:
Influencing public policy
Not all organizations today have a PR genius like Edward Bernays to help them influence public policy and legislation, but there’s lobbying to help them achieve the same objective. Good thing is, the UP Manila chapter of the Public Relations Student Society of the Philippines (PRSSP) is organizing a free seminar on lobbying, which I believe is a great opportunity for us to learn the practice from the professionals.
Please attend this seminar in lieu of our class this Saturday (attendance will be checked), and I’d like you to make a brief post in the comment section below about your biggest learning or realization on lobbying from the speakers. If you wish to expound more, you can write your comment in your own blog and post the link in the comment section below. Your answer forms part of your class participation for Orcom 105. To get you started on lobbying, check this site for some information.
See you guys on Dec. 3 and looking forward to your answers here and your submissions for the first group project. 🙂