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What is Public Relations Counsel

Chapter 5
Political Propaganda, Advertising, and Public Relations: Emerging Research and Opportunities
Edward Bernays’s term referring to a full-service consultant who functions as the primary manager of communications for companies or organizations. The term is meant to stand in contrast to account executives or other marketing positions which are siloed from global or emerging trends. According to Bernays, a public relations counsel is a marketing polymath, aware of nuances in the eclectic fields of local politics, new technology, and social movements, utilizing and synthesizing this knowledge to develop a complete communications strategy.
Published in Chapter:
Bernays, Horkheimer, and Adorno: Theory in the Age of Social Media
William Sipling (University of St. Thomas, USA)
Copyright: © 2020 |Pages: 22
DOI: 10.4018/978-1-7998-1734-5.ch005
Abstract
Social media and 21st century mass communication have changed the technological landscape of marketing and advertising, enabling instant content creation, content curation, and audience feedback. The thought of Edward Bernays can be useful in examining and interrogating today's media, especially through the lens of Frankfurt School social theorists Max Horkheimer and Theodor Adorno. Further, the works Crystalizing Public Opinion and Propaganda are critiqued through ideas found in Dialectic of Enlightenment to give business and PR professionals ethical concepts that may be applied to modern trends in communications.
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