New media exposes "impropaganda"

Seth Godin reflects on a public relations campaign in the US opposing the animal rights organisation PETA – unsurprisingly it turns out to be “impropaganda” as originated by Edward Bernays.  Known as “astroturfing” this is a fake grass roots campaign, actually funded by a number of big businesses. 

PETA once asked how many dumb animals it took to make – and wear – a fur coat.  How many dumb PRs did it take to come up with this idea – it is both unethical and totally stupid when it has never been easier to identify and publicise those behind any campaign. 

Back to post, clearly there’s little hope for transparency in PR in some quarters – but new media exposes all. 

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Heather Yaxley

Heather Yaxley is passionate about PR - teaching the CIPR qualifications, lecturing part-time at Bournemouth University and running the Motor Industry Public Affairs Association (MIPAA). I'm undertaking a PhD looking at Career Strategies in PR. I love sharing ideas and knowledge - connecting news and views by blogging on public relations and educational developments, especially relating to accelerated and active learning. I'm also a published author, qualified trainer and experienced consultant.

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