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 PhD

Dr. Heather Yaxley is passionate about sustainable careers, reflective practice and professional development. I am a rhizomatic educator, practitioner, consultant, academic and scholar. As a qualified academic, I teach the CIPR professional qualifications with PR Academy and have experience teaching at various Universities. I run the Motor Industry Public Affairs Association (MIPAA) and my own strategic consultancy. I was awarded by PhD researching Career Strategies in Public Relations by Bournemouth University in 2017. I'm a published author, with books, chapters and academic papers to my name.

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