Studies that have examined how public relations is depicted in the media have found consistent negative themes (White & Park 2010) In addition the media too can often take a critical perspective on organisations CSR activities (Lunenberg Gosset & De Jung 2016). Given this background, discuss the notion that the lack of positive portrayal of PR practitioners and their work in film and the media contributes to public scepticism about the true motives of organisations who are engaged in corporate social responsibility programmes. Use examples to illustrate your discussion.
The public relations profession has often received negative representation when it has been depicted in popular culture (Tsetura et al., 2014). Particular instances of where these negative representations have frequently taken place are in television and movies (Tsetura et al., 2014). These depictions in television and films have also contributed to the negative views which the public hold in regards to pr practitioners as being very insincere and cunning (Tsetura et al., 2014).
In examining the representation of public relations in film and the media it is vital to explain what the actual term public relations is. One of the most popular definitions in regards to public relations comes from Grunig and Hunt. They apply systems theory in defining public relations as part of the ‘management of communication between an organisation and its publics’ (Grunig and Hunt, 1984 p.7-8). The management component is focused on the best means of controlling the activities of an initiative (Saylor Academy, 2012). Communication is about not just putting a message across to a receiver but it is also about understanding the message of others via paying attention and communication (Saylor Academy,2012). Organisation is more or less any company, corporation, non profit group or business which has a common aim (Saylor Academy,2012). Publics are groups of individuals who have a common interest (Saylor Academy, 2012). Publics would be targeted audiences who get particular aimed messages which are suited to their interests (Saylor Academy, 2012).
It is also vital to define what is meant by corporate social responsibility and the function which it plays in the role of public relations. Corporate social responsibility consists of fulfilling duties to the society which go further than conventional economic donations (Reeves, 2016). In regards to the corporate responsibilities required of a business these were believed by Carroll (1979, cited in Reeves,2016) to consist of four aspects. These four aspects which were stated as economic, legal, ethical and discretionary were what society expected from an organisation (Caroll 1979, cited in Reeves,2016).
To explore the negative views held towards public relations practitioners by the media and the public, cultivation theory can be used as a means to gain insight into why this is so. Cultivation theory was first brought to the forefront by George Gerbner in 1967. This theory states that the more people continuously see poor portrayals of public relations, the more likely these images will become the general public’s thoughts in regards to the profession. (Tsetsura, et al., 2014). The mass media more or less operates as a socializing agent that develops values which are already at work in a society (Chandler, D,Munday,R,2011).
Second level agenda setting has also been used to examine the way information is framed and presented by the media towards the public. Second level agenda setting goes beyond telling people not just the way they should view something but how they should view it ( White & Park,2010). Like cultivation theory second level agenda setting also reinforces the idea that the more people see something presented or displayed by the media the more likely it becomes absorbed into people’s minds (White and Park, 2010).
An example of these negative views, which have developed in regards to the field of public relation practitioners came from a study which was conducted amongst public relation students in America. When they were asked about how they formed their perspectives in regards to the field, they highlighted the mass media as being a key component to these opinions (Bowen, 2003). Shannon Bowen (2003, p.6) mentions a student stating that ‘media can make public relations seem dirty, like it’s just networking, connections, they mainly focus on the negative parts.’ Another student stated when asked the same question that the mass media as a whole generally makes public relations appear bad (Bowen,2003). These impressions which were held by the students also reinforced the consistent negative portrayals of public relations in the media (Bowen,2003).
Karen S Millar in her popular study called ‘Public Relations In Film and Fiction’ from 1930 to 1995 looks further into this issue of why public relation practitioners are represented negatively in popular culture. She argued that those practitioners in the field of public relations were not normally referred to by a title but addressed by other names which were closely related but not actually the real name (Millar,1999). For instance they were referred to as titles such as ‘publicist’ ‘PR man’ or ‘press agent’ (Millar, K, 1999, P6). She notes that when they are given titles or positions it was normally very vague or obscure (Millar, 1999). In looking at the way pr practitioners are characterised she mentions how they are normally represented as devious, pessimistic, money conscious and also cut off from the rest of their colleagues (Millar, 1999). For instance the isolated war pr character played by Bruce Daniger in Memphis Belle tries to lead the crowd in applause before the airplane crew’s last mission but ends up realising this is considered a bad omen (Millar,1999). From that point on in the movie he is left standing alone by himself as no one joins him in doing so (Millar,1999).
Miller also looks at how pr practitioners are often represented as successful or unsatisfied with their work (Millar, 1999, ). For instance, in the film Headhunt and Full Commision Liz Wareham who plays an executive vice president working at a Manhattan agency is able to solve mysteries at the same time she performs her duties in pr. In this particular instance she is depicted as somebody who is intelligent and well esteemed (Millar, 1999 ). Another illustration of pr as an unsatisfied character is the film In Drop Out Mother. The main character Macey states how she thought she would be doing something more exciting like asking questions at the White house but instead she has ended up being stuck on her rundown office floor (Millar, 1999). She also argues that women in pr films were portrayed negatively and people from Arfrican American and Hispanic backgrounds were never portrayed in these movies (Millar,1999).
Although there have been negative representations and views of pr practitioners in film and television Carol Ames believes that representation has improved (Ames,2010). She asserts that since 1996 the public relations image has improved. Prior to 1996 the image of public relations was so bad that serious thought was taken in regards to doing away with the term altogether Brody, et al., 1992, 1993 (cited in Ames,2010). Despite these views Ames believes (2010) that the portrayals are not the same as depicted from previous research conducted on this matter. She looks for instance at films such The Kid, America’s Sweethearts, People I Know, Phone Booth, Miss Congeniality 2: Armed and Dangerous and Hancock to illustrate her argument that depictions of pr practitioners have seen improvement (Ames,2010). For instance in the movie Hancock Ray Embery plays a pr professional working for a pr agency who helps to save the world from being destroyed (Ames, 2010). In addition, his All Hearts campaign seems to hold positive outcomes for the future (Ames,2010). Previously pr people in Karen S Millar’s study were presented as cunning, subservient whereas Hancock Embrey’s character was more assertive in telling Hancock the truth in regards to going to jail(Ames, 2010). Carol Ames (2010), also stresses out of the 11 movies researched in looking at pr practitioners, there were positive representations of professionals in films such as America’s Sweetheart(2001), Jersey Girl( 2006) and Hancock (2008). In contrast to Miller's study, Public relations professionals are no longer represented as unfulfilled, loners, former resentful journalists or anti-social writers who turned to the profession of pr (Ames,2010).
In Conclusion the image of PR practitioners involved in corporate social responsibility programs has improved despite the negative portrayal and perceptions from the media and the public in the past. However there is still a need for public relations as a profession to make adjustments and shake off the past labels associated with them. This could be implemented by public relation practitioners taking more pride in their work rather than letting popular culture influence their feelings and emotions in regards to the profession (Tsetsura, K.,et al,2010). Despite the negative repercussions of cultivation theory surrounding the field of public relations, what pr practitioners will need to do to tackle these negative perceptions regarding their profession (Coombs & Holladay 2014 cited in Ames,2010) is to conduct themselves professionally and have good ethics at all times.
Bibliography
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