Relationship With Politics

Politics and PR have gone hand in hand since the dawn of political activity. Politicians communicate with their constituents and make their message known using PR strategies. Benjamin Franklin’s trip as ambassador to France during the American Revolution stands as an early example of political PR that followed the publicity model. At the time of his journey, Franklin enjoyed international acclaim, and the fashionable society of Paris celebrated his arrival; his choice of a symbolic American-style fur cap immediately inspired a new style of women’s wigs. Franklin also took a printing press with him to produce leaflets and publicity notices that circulated through Paris’s intellectual and fashionable circles. Such PR efforts ultimately led to a treaty with France, which helped the colonists win their freedom from Great Britain (Isaacson, 2003).

Famous 20th-century PR campaigns include President Franklin D. Roosevelt’s Fireside Chats, a series of radio addresses that explained aspects of the New Deal. Roosevelt’s tone and his familiarity with the medium of radio helped the Fireside Chats become an essential promotional tool for his administration and its programs. These chats aimed to justify many New Deal policies, and they helped the president bypass the press and speak directly to the people. More recently, Blackwater Worldwide, a private military contractor, addressed criticisms of its actions in Iraq by changing its name. The new name, Xe Services, resulted from a large-scale PR campaign to distance the company from associations with civilian violence (Associated Press, 2009).

The proliferation of media outlets and the 24-hour news cycle have led to changes in the way politicians handle PR. The gap between old PR methods and new ones became evident in 2006, when then–Vice President Dick Cheney accidentally shot a friend during a hunting trip. Cheney, who critics lambasted for his secretive manner, did not make a statement about the accident for three days. Republican consultant Rich Galen explained Cheney’s silence as an older PR tactic that tries to keep the discussion out of the media. However, the old trick proves less effective in the modern digital world.

That entire doctrine has come and gone. Now, the doctrine is that you respond instantaneously, and where possible, with a strong counterattack. Much of this is due to the Internet, and a significant portion is attributed to cable TV news (Associated Press, 2006).

Propaganda efforts have used public relations techniques throughout the 20th century, and this continues vigorously into the 21st century. During the 1990s, the country of Kuwait famously employed the prominent PR firm Hill & Knowlton to encourage U.S. involvement in the Persian Gulf region. In one of the more infamous examples of their campaign, a young Kuwaiti girl, identified only as “Nurse Nayirah,” testified before the U.S. Congressional Human Rights Caucus that Iraqi troops had brutally dumped babies out of incubators in Kuwaiti hospitals, leaving them to die on the cold floor. Her tearful, compelling testimony was widely broadcast and helped galvanize American public opinion in favor of military intervention. Unfortunately, it was later revealed that “Nurse Nayirah” was the daughter of the Kuwaiti ambassador to the U.S. and had not witnessed any of the alleged atrocities, having been coached by Hill & Knowlton. This incident became a stark illustration of how PR tactics could be used to manipulate public sentiment for geopolitical ends (Parsons, 2005).

In a more modern context, state-sponsored disinformation campaigns frequently employ sophisticated PR tactics to influence international opinion and sow discord. For instance, following Russia’s invasion of Ukraine, numerous reports detailed extensive Russian disinformation campaigns that leveraged social media, fake news websites, and AI-generated content. These campaigns often mimic legitimate news outlets or create fictitious personas to spread narratives favorable to Russia, such as false claims about Ukrainian leadership or the ineffectiveness of Western sanctions. They strategically disseminate misleading information across platforms like X (formerly Twitter) and Facebook, blurring the lines between fact and fiction to manipulate perceptions and undermine trust in democratic institutions. These efforts demonstrate a contemporary evolution of propaganda, utilizing digital tools to achieve the same objectives as the Kuwaiti campaign but on a far vaster and more insidious scale.

Lobbyists also continue to attempt to influence public policy using sophisticated PR campaigns, often by subtly reframing language and shaping public discourse. The Water Environment Federation, a lobbying group representing the sewage industry, initiated a campaign to promote the application of sewage on farms during the early 1990s. The campaign famously coined the word “biosolids” to replace the less palatable term “sludge.” It then worked tirelessly to encourage the adoption and widespread use of this new term as a way to popularize sewage as a beneficial fertilizer, providing carefully curated information to public officials, industry representatives, and the media. This strategic renaming proved remarkably effective: in 1992, the U.S. Environmental Protection Agency officially adopted the new term. It formally changed the classification of “biosolids” from a hazardous waste to a fertilizer. This linguistic shift had significant practical consequences, helping cities like New York eliminate tons of sewage by shipping it to states that now permitted the application of “biosolids” on agricultural land (Stauber & Rampton, 1995).

A contemporary parallel to this linguistic reframing can be observed in the ongoing debates surrounding climate change and energy policy. Various industry groups, particularly those tied to fossil fuels, have invested heavily in PR efforts to introduce and normalize terms that soften the environmental impact of their operations or shift responsibility. For example, the term “natural gas” itself is often promoted as a “bridge fuel” or a “cleaner” alternative to coal, a framing that downplays its significant methane emissions (a potent greenhouse gas) and its continued contribution to global warming. Similarly, concepts like “carbon capture and storage” (CCS) are frequently highlighted through PR as viable solutions, often by industries that are major emitters, to suggest a path to decarbonization that doesn’t require a fundamental shift away from fossil fuels. These campaigns aim to influence public perception and policy by creating a more favorable narrative around technologies or resources that might otherwise face stricter regulation or public opposition. By carefully choosing language and promoting specific technological solutions, lobbying groups seek to shape the policy agenda and maintain their interests in a rapidly evolving environmental and political landscape. This continuous battle over terminology and narrative underscores the enduring power of public relations in influencing policy and public opinion in the modern era.

Political Branding

Political Branding has evolved significantly since the early 2000s, embracing sophisticated public relations techniques to shape public perception and mobilize support. Former President Bill Clinton’s observation about political battles being “brand wars” remains acutely relevant, perhaps even more so today. His lament about Republicans being “brilliant at branding” by framing concepts like the “death tax” underscores how effective PR can distill complex policies into emotionally resonant, easily digestible slogans that become powerful political brands (Kiley, 2008).

A consistently popular political brand, then as now, is that of the “outsider” or reform-minded politician. While John McCain famously adopted this brand in 2008 despite his long Senate career, the 2016 and 2020 U.S. presidential elections provided even more striking examples. Donald Trump, a businessman with no prior political office, masterfully crafted an “outsider” brand, positioning himself against the “establishment” and using direct, often provocative, communication to appeal to a segment of the electorate feeling unheard. His “Make America Great Again” (MAGA) slogan became an instantly recognizable and highly effective political brand, transcending traditional party lines and fostering a fervent sense of community among his supporters. Similarly, Bernie Sanders, a long-serving senator, successfully branded himself as a “democratic socialist” outsider fighting for systemic change, mobilizing a passionate grassroots movement around his consistent message. These campaigns showcased how a compelling brand narrative, even for a candidate with a long political history, can resonate deeply with voters disillusioned with traditional politics.

Barack Obama’s 2008 campaign also pioneered modern political branding strategies that continue to influence campaigns today. His campaign featured iconic portraits and slogans like “Hope” and “Change,” which created a consistent and aspirational brand identity. This visual and rhetorical branding was meticulously integrated across all communication channels, from traditional media to nascent social media platforms, contributing significantly to his victory. The unprecedented amount of campaign merchandise sold before Obama’s 2009 inauguration further demonstrated the power of this consistent branding to foster deep emotional connections and a sense of collective identity among supporters, transforming them into brand advocates (Alberts, 2009).

Branding as a New Form of Communication

Branding as a new form of communication has become even more ubiquitous and deeply embedded in modern culture. The rise of social media platforms has democratized and intensified personal branding, allowing individuals to meticulously curate their online profiles to showcase their core values, interests, and aspirations. What was once primarily a technique used by companies to sell products has evolved into an everyday means of communication for individuals, celebrities, and even public figures.

This personal application provides the most compelling evidence of the profound impact of public relations on modern culture. Influencers are essentially personal brands, building massive followings by consistently communicating a specific persona, lifestyle, or expertise. Their success hinges on cultivating authenticity and a perceived connection with their audience, often blurring the lines between personal expression and commercial endorsement. From career professionals meticulously crafting their LinkedIn profiles to Gen Z creators building entire careers on TikTok by showcasing their unique “brand” through short-form videos, the conscious construction of a personal narrative and visual identity is now a fundamental aspect of navigating public life and professional advancement. Even anti-commercial or anti-brand groups, much like Adbusters with its Blackspot shoes, continue to strategically use branding techniques and viral online campaigns to convey their messages and challenge corporate power, underscoring the inescapable nature of branding as a communicative force in the 21st century.

Public Relations and the News

Public relations plays an integral, often unseen, role in shaping the news landscape, with a significant portion of daily news originating directly or indirectly from PR efforts. It’s estimated that anywhere from 40% to a staggering 90% of all news stories begin as public relations initiatives, such as news releases, news conferences, speeches, or carefully orchestrated events designed specifically to attract media coverage.

A key concept in this dynamic is the “pseudo-event,” a term coined by historian Daniel J. Boorstin. A pseudo-event is an activity or happening that is manufactured by individuals or organizations primarily to capture the attention of the media and, by extension, the public. These events are not spontaneous occurrences but are planned and executed with the express purpose of generating news coverage. Common examples include news conferences, where an organization or public figure makes an announcement to gathered journalists, or elaborate award ceremonies designed to celebrate achievements and create photo opportunities.

The realm of government and politics makes extensive use of public relations to communicate policies, influence public opinion, and manage its image. Every elected federal official, from the President down to members of Congress, employs a press secretary whose primary role is to manage media relations and ensure favorable coverage. Beyond individual officials, the influence of public relations is evident in the sheer number of lobbyists – more than 11,500 individuals are registered to work in Washington, D.C. – who engage in persuasive communication on behalf of various interest groups.
Consider former Transportation Secretary Pete Buttigieg’s focused efforts on infrastructure: he has been a vocal advocate for the Biden administration’s infrastructure plan, strategically utilizing public appearances, media interviews, and social media to highlight the benefits of the plan and generate public support for its implementation.

Beyond Buttigieg, numerous other political figures and government entities employ similar tactics. For instance, Dr. Anthony Fauci, during the COVID-19 pandemic, became a prominent public figure. He extensively used daily press briefings, television interviews, and public service announcements to communicate vital health information, explain scientific concepts, and urge public compliance with health guidelines. His consistent presence and clear messaging were a deliberate PR effort to inform and reassure an anxious nation. Another example is NASA’s ongoing public relations strategy around its Artemis program, aiming to return humans to the Moon. NASA regularly conducts live-streamed test launches, releases high-quality imagery and videos, hosts virtual public Q&As, and works with media outlets to generate excitement and build public support for deep space exploration. These are not just scientific endeavors but carefully managed pseudo-events and communication campaigns.

“Spin control” is another critical aspect of modern public relations, referring to the deliberate attempt to shape how the press interprets (or “spins”) stories to an organization’s advantage. This often occurs immediately after a significant event or debate. For example, after a contentious presidential debate, candidates’ campaigns will usually dispatch surrogates and spokespeople to a “spin room” to provide their interpretation of how the candidate performed and to frame the narrative for reporters, as might have been the case with Donald Trump after a debate with Kamala Harris.

Various spin techniques are employed. One common tactic is to selectively leak information in advance, hoping reporters will give more attention to this early, favorable information, thereby setting the initial tone of the story. Another involves contacting the press immediately after an event with the company’s or politician’s preferred interpretation of the situation, often providing talking points that reporters can use. Finally, a frequently used tactic is to push the idea that there are always two sides to every story, even when one side might be objectively less credible, to create doubt or balance the narrative in the public’s perception.

Public Relations and Civil Rights Movements

Public relations, often perceived as a tool primarily for corporations and governments, has also proven to be an incredibly effective instrument for social change, nowhere more powerfully demonstrated than during the Civil Rights Movement. The leaders of this pivotal movement understood that achieving their goals required a strategic combination of direct action, powerful words, and unwavering visibility. They meticulously orchestrated protests in locations where local officials could be reliably counted on to overreact with violence and repression. This deliberate strategy aimed to expose the brutal realities of segregation and injustice. Crucially, they ensured that the northern press would be present to witness these protests, guaranteeing that images and stories of peaceful demonstrators being met with dogs, fire hoses, and brutal beatings would be broadcast across the nation and around the world.

Martin Luther King, Jr., in particular, was a master of this form of public relations. He understood the power of visual media and strategic messaging to sway public opinion and pressure political leaders. His iconic speeches, non-violent demonstrations, and willingness to endure personal sacrifice were all part of a sophisticated communication strategy designed to win the hearts and minds of Americans and international observers. The impact of seeing peaceful marches disrupted by violence, widely disseminated through television and newspapers, was instrumental in galvanizing support for the movement and eventually leading to landmark legislation like the Civil Rights Act of 1964 and the Voting Rights Act of 1965.

This historical precedent illustrates that PR can indeed be an incredibly effective tool for social change, a lesson applied by various advocacy groups today. A compelling modern example is the Coalition of Immokalee Workers (CIW). This human rights organization, comprised mainly of migrant farmworkers in Florida, has utilized sophisticated PR strategies to improve working conditions and wages in the agricultural industry. Their key initiative, the Fair Food Program, aims to compel major food corporations to pay a penny-per-pound premium for tomatoes, which goes directly to farmworkers, and to adopt a human-rights-based code of conduct enforced by a third party.

The CIW achieved a significant victory with Taco Bell in 2005. After a four-year boycott campaign, including hunger strikes, marches, and widespread public awareness efforts, Taco Bell (and its parent company Yum! Brands) became the first fast-food giant to sign a Fair Food agreement. This success was mainly due to the CIW’s ability to frame their struggle as a moral issue, using powerful narratives and public pressure campaigns that garnered media attention and consumer support.

Currently, the CIW is engaged in a similar protest campaign to encourage Wendy’s to join the Fair Food Program. They have organized boycotts, protests at Wendy’s locations, shareholder resolutions, and consumer education initiatives, all designed to leverage public pressure and the company’s reputation to bring about change. Their strategy mirrors the Civil Rights Movement’s emphasis on visibility, public awareness, and highlighting injustice to bring about tangible improvements in human rights and labor conditions, demonstrating the enduring power of strategically deployed public relations in the pursuit of social justice.