I’ve recently read Propaganda by Edward L.Bernays, who is considered a pioneer of Public Relations. Edward L.Bernays, a nephew of Sigmund Freud, published his book in 1925. In his book he could illustrate the appearance of new propaganda; that is why this book could also be found on Goebbels’s table. Before, the definition Propaganda didn’t have a negative connotation. It has become taboo during the World War II because it was associated with fascist Germany. But in 1920’s, propaganda had only the informative function. Bernays started his book saying it is possible to “regiment the public mind every bit as much as an army regiment their bodies.’ 

This book made me think about the difference between Public Relations and propaganda. Both definitions have the same aim such as to inform or to sway public opinion, to persuade or to crystallize uninformed opinions. The greatest difference between these two connotations is professional ethics. Propaganda can be very effective and cruel at the same time.The brilliant example occurred in 1954 between America and “Chiquita”, banana factory in Guatemala that supplied America with fruits. Bernays was involved to help America to control “Chiquita”, because the new President of Guatemala was elected. He wanted to change the policy between banana factory and The United States. Bernays made a huge campaign against the new President, so his actions led to civil war in Guatemala. During this coup, more than 200,000 people were killed.

As for me, Edward L. Bernays is an ambivalent figure, because, obviously, it can’t be denied that he created the definition of Public Relations; he was one of the founders of this industry, but at the same time some of his methods were disputable. It is rare to have morale and honesty working with a public business and government. This endeavor requires some resourcefulness and invisible strategy to be fair and powerful simultaneously. So before jumping into the big influential campaign it is always a good idea to ask yourself if you are ready to sacrifice your principles(if you have them).

Bernays, Edward. Propaganda. Melusina, 2010.

Before we talk about different aspects of Communications we need to know how they emerged. Most people think that Public Relations is a profession that was created in the beginning of XX century. In fact, the roots of Public Speaking and Relations started from Ancient Rome. The Mini-Me History by Don Bates introduces us to the dawn of Public Relations and Journalism. For instance, in Ancient Rome the phrases such as Vox populi, vox Dei (“the voice of the people is the voice of God”) , and res publicae (“public affairs”) were common and used more than anything else. Moreover, Caesar was the first who realized the power of news over public opinion and published a daily paper called Acta Diurna that continued for 400 years.

Another significant person was Edward L. Bernays who was rightly called “the Father of Spin”. He looked at Public Relations as an art combined with science. It is a very accurate view of definition, because the strategy is the essential plan of any campaign, but the strategy itself doesn’t work without performance. Also, performance is an ambivalent definition, as it has to be not only well planned, but also extemporaneous. The brilliant example, also mentioned in the book, was Torches of Freedom March. That was what we now call “flash mob”, was once an organized campaign for women to smoke outside at certain place and at certain time. It is considered one of the most outstanding and sophisticated historical PR campaigns towards emancipation.

Nowadays, marches are an extremely popular platform for “Vox Populi”. Every year a lot of different Marches are held in the U.S. such as Gay Pride Parade and The Women’s March. The latter march highlighted dissatisfaction with President’s crude comments about women. March is a great action to draw the attention of society. Moreover, it is the platform that everybody can use to be visible and heard. Communications is one of the most significant fields and an integral part of almost every business. Therefore in the U.S. and all over the world the industry is managed by growing numbers of professionals.

Bates, Don. “Mini Me History.” Institute for Public Relations, 2006.

I started talking long before I was able to walk. Later, when I realized that the only thing I believed in was the dialogue, I clearly understood my skills and passion. I wrote my first poem when I was seven years old. Since then I have continued to do so, finding that combining the words is the most engaging game. Moreover, I truly believed that only the dialogue can save this world. The times, when one individual can offer a solution to problems, human faces are over. Future is entirely dependent on our ability to communicate and find solutions together. Dostoevsky wrote that only the beauty will save this world. As we can see the beauty fails, because the world isn’t perfect and is moving further away from its perfection.

I was fond of reading since the very early age; that is why I studied literature at the Kiev National University of T.Shevchenko. When I adventurously moved to New York I felt that my education lacked something essential. It was not easy to figure out what I was missing exactly. Returning to the concept of dialogue, I was assured that it is the most essential method to build the relationship or the platform of the already created vacuum. Hence my thoughts hadn’t led me anywhere except the beach. I settled down next to the ocean, because I find the waves to be a great meditation. I was on the beach when my phone rang. It was my friend who worked in advertising agency. He asked me to help with some translation. “Panda Express”, an Asian fast food brand, wanted to open their new  locations in Ukraine and Russia. My work was simple but creative. I was asked to translate a numerous simple logo’s for the company to make it sound attractive. A great place to do this task was on a rooftop in the building where I rented an apartment. I was watching the pale blue sky; the sun was preparing to fall into the ocean, while I played my favourite games with the words. I finished the translation before the deadline. Usually we call this “passion”, because I jumped into the process and enjoyed it. A couple of hours later, my friend called me and asked: “Would you like to have an internship while we are working with “Panda Express”? You are not allowed to refuse”. I agreed immediately, because I found what I had been missing. It was defined as Public Relations in 1930’s. I wanted to be that bridge between the organization and their publics. I felt that I could be “on the stage”, where you can control the message that goes to the audience. You could help this message to be correctly understood and heard. I believe this is the most challenging and essential part of building the constructive dialogue. Further my philosophy led me to Baruch College to get my degree in Corporate Communications.