Qualifications: Damned if you Do, Damned if you Dont

So, have I just wasted £10,000? Well this was the debate in our final class. Is success in PR determined by personal qualities and contacts or is it dependent on Qualifications. I would hate to think that I have wasted money and time doing a MA in PR that has no relevance. However, let us think logically, its not about what’s lost. In every profession, there are qualities that the employer looks for in a potential employee. Some of these qualities are scooped out from the minute you enter the interview. Having a degree does not teach you skills or personal attributes; what is does teach you is how to strategically approach a situation.

My fellow classmates argue that journalists, broadcasters and people from other areas of media are gravitating towards the field of PR. This, they argue is not dependent on a degree in PR, but on transferable skills. Experience is often times the key element in getting a job, but let’s not stray from the point. PR is struggling to get professional status and one such way to achieve this status is by demanding that employers hire qualified practitioners.

Just a scroll through the criteria for getting a job in PR; majority of the jobs offered require only good communication skills and being able to cope in social settings. Those are personal attributes. As my classmate Andy (see his blog) so proudly pointed out in his debate, ‘I have just been made Head of Communications and I have no qualifications in PR whatsoever.’ No doubt qualifications are necessary as PR Week reported a rise in hiring graduates in 2008. CIPR head of professional policy Dawn Chapman said: ‘The growth in graduate recruitment is a good reflection of the quality of PR degrees now available and graduates.’ This she says will combine practice and theory thus allowing new recruits to hit the ground running.

The CIPR states on their website that In addition to experience, a formal education in PR will help to ensure you are employing a well-rounded practitioner. It has not stated that a degree is essential. They also stress that for some roles such as press officer and media relations, experience is needed within the relevant sector to give the individual an opportunity to build up an extensive network of media and industry contacts. There you go, contacts are very important if you want to succeed in PR.

As the saying goes, ‘Different strokes for Different folks’. I know in my country, Jamaica, whether it be a PR job or a Secretary, it does help if you have a long lost uncle or friend to pull a few strings. It doesn’t matter how ‘bright’ you were at Uni.

A qualification in PR is both admirable and desirable but not necessary for success; but for the sake of not losing my mind along with £10,000; I am going to remain on the fence in this debate.


References

PRWEEK Frontpage: Rise in hiring of graduates in Pr industry http://www.prweek.com/uk/search/article/833902/FRONT-PAGE-Rise-hiring-graduates-PR-industry/ [Accessed March 31, 2009]

CIPR website A guide to recruiting PR and Communication Professionals http://www.cipr.co.uk/recruit/index.htm [Accessed March 31, 2009]

Crisis Management.....Come out, Come out, wherever you Are!!

In the event of a crisis many company’s first instinct is to run away and hide. Others may choose to lie while others may just say they are ‘sorry’ and seek to make amends. What is the best way though for such situations to unfold? How an organization handles a crisis will determine the longevity of the company. If it is handled well…then BRAVO…more clients. On the contrary, if the crisis is allowed to get out of control you are looking at law suits dead people and angry family members. It is therefore extremely important to acknowledge a crisis as soon as it occurs. Timing is essential. For example, Odwella, a fruit juice company, immediately conducted a press conference to recall its product when it was revealed that it had implicated several cases of the E. coli virus. Corrective action was taken immediately thus garnering public support and trust.
While Odwella was quick in addressing the crisis, many companies take a different approach. Some companies choose to remain hidden and pray the crisis will just go away. Though there is no one way of dealing with a crisis…I am pretty sure that hiding is a bad idea.

When it was found that the Peanut Corporation of America had peanut butter that contained salmonella, the president of the company Stewart Parnell went into hiding. He refused to do interviews and the PR company did very little to manage the crisis. He is currently going through a court hearing.
In the event of a crisis at least let the public know what is happening. Denial might work, as it did in the case of Pepsi, but it is not really advisable. Be honest, even when it hurts. It will pay off in the long run.



References:


Gentry, Bryant. Peanut Company and its President keeping a Low Profile Feb. 7, 2009 http://www.newsadvance.com/lna/news/local/article/peanut_company_and_its_president_keeping_a_low_profile/13247/ [Accessed March 31, 2009]

Wilcox, Dennis, Philip Ault et al Public Relations Strategies and Tactics 6th ed. Addison-Wesley Educational Publishers Inc. 2000

Social Marketing.....Is this PR?

Social Marketing is done to achieve change. By that I mean change for the greater good. Calls for social campaigns to change public attitudes and behavior have been at the core of strategies to solve teenage pregnancy, drug and alcohol abuse, poor nutrition, and the spread of acquired immunodeficiency syndrome (AIDS). In contemporary societies, social marketing is an underutilized but powerful means of changing behavior. (Kotler, 1989)

Kotler states the five steps of social marketing:

1) Analyzing the social marketing environment;
2) Researching and selecting the target adopter population;
3) Designing social marketing strategies;
4) Planning social marketing mix programs; and
5) Organizing, implementing, controlling, and evaluating the social marketing effort.

These stages, says Kotler, is what differentiates social marketing form other efforts to influence changes in social ideas and practices. It entails scientific research into the needs and desires of people. Surely, PR practitioners do a lot of planning, analyzing and research, but it is not ‘scientific’ enough to be called ‘Social Marketing’.

Sean Kidney, social marketing professional was the guest lecturer. He argues that one of the best ways to achieve social change is to make it harder for people to the thing you are trying to change. That’s a whole ‘nother topic. Here I believe we are talking about changing laws and regulations. I am not quite sure how this is a PR practitioner’s role.

All throughout this lecture, I was wondering ‘what is my role as a communicator in social marketing’. Mr. Kennedy pointed out that 95% of communications campaigns are linear and therefore that makes no sense. He instead, proposed that PR practitioners focus on groups that will influence change. OH, so now I see. My role is to persuade or convince those who influence the target group? Hmmmm…why not influence them all or is this just the marketer’s way of using the PR practitioner? According to Kotler, a combination of traditional approaches to social change and advances in communication and marketing skills is necessary to achieve overall change. Oh well….. thats where I come in...the issue needs to be communicated!



References:

Kotler, P. Social Marketing: Strategies for changing Public Behavior
http://db.jhuccp.org/ics-wpd/exec/icswppro.dll?BU=http://db.jhuccp.org/ics-wpd/exec/icswppro.dll&QF0=DocNo&QI0=060591&TN=Popline&AC=QBE_QUERY&MR=30%25DL=1&&RL=1&&RF=LongRecordDisplay&DF=LongRecordDisplay
[Accessed Mar. 30, 2009]

Corporate Social Responsibility

As defined by the World Business Council for Sustainable Development (WBCSD), CSR is the continuing commitment by business to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as the local community and society at large. (http://www.amcham.com.tw/content/view/2444/387/). In other words CSR is the voluntary efforts a company undertake to gain the trust or acceptance of the public. Some companies motives for implementing a Corporate Social Responsibility into their strategy is usually based on ethical behaviour.
The question is how ethical can it be to slowly kill people or destroy a community dating back to medieval times? How much money can you give or schools can you build to justify the ills caused to people and the environment? One most important factor in any business is people. A corporation must conduct relations with employees and other stakeholders with an even handed policy while working to heed the desires and attitudes of people in the community where it operates (Wilcox, p.291). There are three ways in which corporations try to ‘bond’ with stakeholders:

Community Relations
Corporate Philanthropy
Environment

Depending on which one suits the organization best or sometimes all three, they may embark on this ‘I care about you’ campaign to gain the hearts and minds of the people…..really?... not their money? In my opinion, companies carry out CSR because they need people on their side. The best way to defeat competition is to integrate with the people you are targeting. The more people I give scholarships, the more my business will prosper. So then, is it really just to ‘give back’ to the community or employees, or is it because I need you on my side? Does CSR really exist or is it just another way of publicising your business? Not only that, but what about the ethical issues?

Though companies may carry out their services in an efficient manner, they may be viewed by the public as misleading or untrustworthy. This is where Public Relations Practitioners come in; they need to make sure that the public perception of the company is in-line with their values. The practitioner’s job is to portray the company’s image as one that fosters the social well being of stakeholders; additionally, practitioners must work outside the company to convince the public that the corporation is a worthy, caring and trusted corporate entity.

Community Relations seems the most likely candidate for most CSR programs. Good good, lets beautify the community park and then we will get them to love us!

References:

American Chamber of Commerce in Taipei CSR Luncheon: Building Trust in Business - Why Corporate Social Responsibility (CSR) matters http://www.amcham.com.tw/content/view/2444/387/ May 30, 2008 [Accessed Mar. 11, 2009]

Global PR....Fantasy or Reality?

International Public Relations, as defined by Wilcox is the planned and organized effort of a company institution, or government to establish mutually beneficial relations with the public of other nations (p.343). With the emergence of communications technology, globalisation was soon a reality. The markets were now shrinking into one global village and so PR became very important.

The debate in class was that Global PR is a fantasy dreamed up by International PR agencies. The reality is that International PR agencies are now setting up offices all over the world catering to the needs of a diverse market. The hard part is deciding whether the practices in a particular country is suited for the another culture. An exercise was done in the class to assist us in determining whether certain practices are adapted or standardized. As expected, most practices used in planning programmes are adapted. In my view, a company cannot be truly global if they keep adapting different programmes to meet the different cultures. Some words that are synonymous with ‘Global’ are inclusive, comprehensive, universal, and overall. For a International PR agency to label themselves Global, their practices should be standardized, unified and comprehensive in all countries.

What is acceptable in one country may not be acceptable in another thus bringing on a conflict of interest. I believe that global PR is indeed a fantasy because, these International PR agencies are adapting and shifting the practices used by the ‘Mother’ company. When it comes to decision making as well, what will these decisions be based on? Will it be based on the standards and principles of the head office - say in London? Or will the company ‘adapt’ new procedures?

Whatever it is, the bottom line is these International PR agencies are going into various countries for what I would call personal gain. The name global PR is a term they use to basically propel themselves as leading agents worldwide. Some countries are even oblivious of the activities that these firms carry out. Who then, are they catering to?

According to Harris Diamond (CEO Weber Shandwick) ‘The strongest evidence that globalisation does not mean bland uniformity comes from the many corporations whose products and services penetrate scores of countries. These companies need to make their brands relevant in ways that are faithful to the core attributes of the brand, yet flexible enough to accommodate diverse trading patterns, differing consumer tastes and behaviour; and a variety of business, media and political cultures.’

Well I beg to differ. I believe if its going global it should be unified rather than a replica of the original.

References:

Diamond, Harris The Globalisation of PR: Myth or Reality? Outcomes Issue 10 March 2006 http://www.webershandwick.co.uk/outcomes/issue10/article1.html [Accessed March 11, 2009]


Wilcox, Dennis, Phillip Ault (et al) Public Relations Strategies and Tactics 6th ed. 2000 Addison-Wesley Educational Publishers

Social Media Press Release - WILCOM PR Exec Creates Innovative New Media screencast

WILCOM PR Exec Creates Innovative New Media screencast

New Media poses threat to Traditional Media.

London, UK March 1, 2009

· Kimona Wilson, recently appointed New media Exec at Wilcom PR has mastered the technique of creating Podcasts, Screencasts, and Vodcasts.

· Kimona used this technology to carefully craft a screencast to discuss an ongoing debate in the sectors. She has done research in order to answer the heavily debated topic ‘Does new media pose any serious threat to traditional media?’

Her research indicates that there is a decline in the usage of traditional media for news and information. The studies also reveal that there is a 24% decline in newspaper readership and the internet is replacing television as the main source of news among young people

· Social media sites are continuing to grow while traditional media outlets are struggling to survive.

· Many traditional media sites are now moving towards online communications by setting up their own websites. Kimona’s research also reveals that though new media poses a threat to traditional media, there is still some interdependence between the two.

New Media Exec creates innovative New Media Screencast
Traditional Media vs New Media

MULTIMEDIA ELEMENTS

View in YouTube
The emergence of New Media has threatened the reign of traditional media ie radio, tv and newspapers. Will new media end traditional media?

QUOTES

'New media has evidently challenged traditional media and Kimona’s work in this field will definitely have an impact on the way people think about these types of media.' Tamika Steer (chief editor), The Times

'Kimona Wilson has shown that there is great potential in the field of New Media PR, we now have a pioneer whose brave initiatives have sparked interest in how communications have been evolving.' Michelle Johnson, PR WEEK.

'Kimona has created a platform for more research. This in-depth information was moulded into an innovative and creative screencast that will no doubt be the foundation for other practitioners to build on.' Miguel James, PR Newswire.

ABOUT WILCOM PR

Wilcom PR has made an indelible mark in the PR and Communications Industry since 1998. Their expertise and knowledge in various PR Sectors have given us a firm foothold in the Industry. Wilcom PR has been named in PR WEEK’S Top 100 PR Agencies 2008. WILCOM PR endeavours to build relationships with clients that will lead to a long term partnership. The company proactively monitors the image of their clients and located strategically in Central London, Streatham and Reading.

CONTACT INFORMATION

• KIMONA WILSON (Spokesperson)
  WILCOM PR
  NEW MEDIA EXECUTIVE
  327B LEIGHAM COURT ROAD
  LONDON SW16 4RX
  0208 6671234 (office)
  0208 662 1233 (fax)
  078 5234 7656(cell)
  Email: kimona_w@hotmail.com
  
  Web site: http://kimonawilson.wilcompr.com
  
  Blog: http://kimonazprissues.blogspot.com
  
  Financial Data
  

Technorati Tags: new media traditonal media information media social media WILCOM PR Television Newspapers readership viewership innovative Exec threat pose

Out with the Old in with the NEW!...Does New Media pose any serious threat to Traditional Media?

So the debate continues. Does New media pose any serious threat to Traditional Media? For years, the main sources of news and information was television, radio and newspapers. Well, we no longer have to endure these boring....for lack of a better word, options. Technology has afforded us such luxuries such as the internet which propells us into a whole new world of communications. RSS feeds, Wikis and blogs and the ever so amazing Social media sites are just a few tools used in PR to reach audiences and share and interact. But, where does this leave our dear old friend Traditional Media? There has been decline over the years in newspaper readership and also television viewership and frankly, I believe traditional media is slowly dying. The fact that these media giants such as the BBC and CNN have sought to create different avenues; one such being creating websites, suggests that they too have foreseen the challenges posed by the emergence of new media.

Well, in a more detailed attempt at answering the question, I have created a Screencast for your viewing. Watch this video below.





View Transcript HERE

Women in PR....Never say NEVER

In this class I adamantly debated that women will never run PR even though they are always going to be a part of the industry. Do I believe this….of course not! PR was once considered a male dominated industry. Firstly, just to get something off my chest, who decides what are ‘male’ professions and ‘female’ professions? Women are capable of doing what men do and vice versa. The operative word here being ‘capable’.
Forget about the movie the Devil Wears Prada (even though it highlights the perils of the industry that forces one to neglect their social life) or Sex and the City’s Samantha. The PR industry is a very ruthless and demanding field. Surely one must have the guts and will power to avoid succumbing to the pressures of the industry. Will power and determination is not gender selective. Therefore, my point is, even though I so convincingly argued that women don’t possess these traits, I believe we do. Women are slowly breaking the glass ceiling in many professions and PR is no difference. Studies have shown that the industry is now over populated with women, even though men are currently running it. With that said, bear in mind that it PR was predominantly a ‘male’ profession. Now more and more females are entering, thus tilting the balance. However, Martha Lauzen argues her encroachment theory, which takes place when firms hire people from outside the industry to take up management roles. This I believe is one of the reasons for women not excelling to the top of the PR industry – not because she is weak and emotional and gets PMS. Additionally, the massive influx of male journalists switching over into the PR world needs to be accounted for.

Even though Larissa Grunig’s studies are that of perceptions, she does make a good case. She argues that if feminism has led to deflating of salaries and status of women, then the problem is with society devaluating the role of women and not with women themselves.

Studies have shown that women are also well equipped for business life as they display assertiveness, confidence, risk-taking attitudes and the accountability necessary for success (2000, p.94). However, men continue to dominate the sector. This is particularly true among the large London-based agencies, where a major proportion of directors and chief executives are male and continue to seize the high ground, having worked their way up through the industry since their domination during the 1980s (icBirmingham.co.uk).

Regardless, women are working their way to the top and currently there are women in top positions. With more women graduating with PR degrees there is bound to be a take over. So wake up! We are coming atcha!


References:

Grunig, Larissa Excellence in public relations and communication management http://books.google.co.uk/books?id=OS_nI4qbpQoC&pg=PA419&lpg=PA419&dq=larissa+grunig+women+in+PR&source=bl&ots=SY-kcpBnFQ&sig=gIisLRa8XHFq2RqcT-IPiacM-Nk&hl=en&ei=G77TSf37I6PNjAfL8_X2Bg&sa=X&oi=book_result&resnum=8&ct=result#PPA417,M1 [Accessed Mar. 31, 2009]

icBirmingham.co.uk Women in Business Oct. 21, 2004 Why Women dominate the PR industry
http://icbirmingham.icnetwork.co.uk/0150business/womeninbusiness/tm_objectid=14780965&method=full&siteid=50002&headline=why-women-dominate-pr-profession-name_page.html [Accessed Mar. 31, 2009]

Wilcox, Dennis, Philip Ault et al Public Relations Strategies and Tactics 6th ed. Addison-Wesley Educational Publishers Inc. 2000

Can PR ever be Ethical?

If you hold the switch to a train loaded with criminals that’s about to run off track and kill five people, would you pull the switch and send the train crashing in to the five innocent hardworking people, or would you allow the train to run off track killing all the criminals? This was the question posed at the start of this lecture. Without hesitation I said ‘I would run away’. I wanted no part in it. I believe it is not for me to decide whose lives are worth more.

Ethical values in PR are well known to cause debates. Most professional organizations have codes of ethics. These documents are supposed to set acceptable norms of behaviour for working professionals and employers.

PR and ethics don’t usually go hand in hand.The public has a right to be told the truth and this is something that PR practitioners often neglect. On the contrary, Ian Somerville (Public Relations Handbook, 2001) used the theory of Utilitarianism to suggest that an action is right only to the extent that it is for the greater good. He justifies the notion of lying to the public as conceivable when a lie is told to protect the reputation of a corporation and consequently jobs. Hmmm…who then decides what’s best for the greater good? The Chartered Institute of Public Relations (CIPR) code of ethics definitely doesn’t.

It is considerable much harder to regulate the PR industry than any other. The reputation of ‘spin’ has once again raised its ugly head as Practitioners are capable of spinning out of any given situation. According to the CIPR’s principles (Section A), ‘Members of the CIPR agree to deal honestly and fairly in business with employers, employees, clients and fellow professionals other professions and the public.’ Does the name Alistair Campbell and Max Clifford ring a bell? These two are perfect examples that the CIPR’s code of conduct is not very effective. What then does the CIPR do? I mean the CIPR’s list of complaint procedures and court proceeding have done very little to deter practitioners from carrying out cigarette campaigns. What is the ethical stance on that CIPR? Is it for the ‘greater good’? What is the CIPR’s view on getting ‘chummy’ with journalists so they can write a good a story about your organization? Maybe there should be a different set of rules then….oh wait! The PRSA has some. It is just that they are quite the same. I wonder whose idea to put these messages across about Tobacco. Watch this video carefully and tell me what you think?

References:

The Chartered Institute of Public Relations, CIPR Code of Conduct http://www.cipr.co.uk/membership/conduct/CodeofConduct_091106.pdf [Accessed March 30, 2009]

Theaker, Alison The Public Relations Handbook Routledge 2001

Lights, Camera, SPIN!..The all Important Image Management

‘Among the many considerations that show what a man is, none is more important than seeing how easily he swallows what he is being told or how carefully he wants to convince others of.’

This quote from the Julia Hobsbawn (ed) says it all. The media is somewhat dependent on what they are told by PR practitioners. As a result journalists are often times frustrated that they never get to speak to the person directly and this arouses suspicion.


In this class, we learnt about the ways in which governments manage and control their image in the public sphere. From coming out the house with a family portrait on a coffee mug to having their faces powdered before getting off the plane. It’s all for the love of the media. Well, it does make sense, because taxpayer’s money is at risk. The people put the government in power and so it is fair that they project the best image in the public.

Gordon Brown, unlike his predecessor, Tony Blair have opted to take a back stance in terms of the media, however, that didn’t stop him from appearing with a big blob of orange makeup on his forehead at a Summit in London. Regardless, I believe it is the media who should be blamed for the mayhem that has led to PR being called ‘Spin’. Journalists set the News agenda and therefore, they make the news what they want it to be. So who is the true ‘spin’ doctor here? Many journalists have reduced PR practitioners to the conniving sneaky ways of Alistair Campbell, but practitioners do this because of you MEDIA. Practitioners are often forced to be selective in what they say do, and maybe even think! Journalists are always looking for a story and they will get it whether you like it or not. So in comes the image management. Not that nice white teeth has anything to do with what the public thinks of you, but it does count if you are going to deny having them done. The people would definitely rather you tell the truth. It is a part of your image. Politicians are good at being ‘good’. It’s a tactic used for being persuasive. Appealing to the public with what they love the most or look for in a government will guarantee a few votes. So don’t be too hard on good ole Tony Blair.


References:

Hobsbawn, Julia (edited) Where the Truth Lies, trust and morality in PR and Journalism Atlantic Books 2006

New Media...Connect PR, Connect!

Can somebody say Facebook, Twitter and Youtube?! Yes, New media is taking over the PR industry, and the world it seems. On this day in class, my colleagues and I did a presentation on New Media and PR. I nervously stood there and went through the ways in which the PR industry use New Media tools as opposed to Traditional media tools such as newspapers, television and radio. It was surprising to note that even though the possibilities of new media are limitless, the PR industry in the UK have been very slow to adapt to these changes. A study done by Bigmouth Media revealed that 79 out of 100 companies in the UK do not use New media and only 11% of the top PR companies use blogs to communicate with clients and other stakeholders. See the chart below. This is depressing.


However, the industry needs to get with the times in order to propel itself as a ‘real’ profession. Deidre Braekenridge outlines in her book PR 2.0, the bliss of online communications. For one, she states, journalists often prefer to be emailed. They especially love to know that news releases have some interactive features such as Podcasts, videos and other informational links so that it’s easier for them to pick up on other important information.
According to James Horton (author of Online Public Relations: What we should be teaching from a practitioner’s point of view), practitioners fear technology and as a result are not able to lead in developing technology for client services. He continues by stating that the PR industry will suffer until technology is integrated in the services offered by the PR Company: it will take long, by then, he says, other communications firms will already be well down the path of using technology in new and creative ways.

The argument that PR practitioners fear anything beyond writing is somewhat silly…haven’t you heard of the Credit crunch. The internet is so accessible and most of all FREE. That’s enough reason for practitioners to gravitate towards New Media. In the words of James L. Horton Online is the present and future of PR. It is not the end of PR as we know it. It is not the beginning of a new discipline. Online is a media tool with powerful features that PR practitioners should exploit. For instance, by just answering one question on Twitter (What are you doing now?), A news story can be created in minutes. Remember that plane that went down in the Hudson River a few weeks ago? Twitter was the first to break the news with one guy Janis Krums using his iphone to tweet about the plane crashing into the Hudson River. Isnt that Phenomenal... getting the news as it occurs?!

So get to blogging fellow PR practitioners!

References:

Big Mouth Media UK PR companies missing out on digital opportunity Industry News 26 August 2008 http://www.bigmouthmedia.com/live/articles/uk-pr-companies-missing-out-on-digital-opportunit.asp/5084/
[Accessed January 24, 2009]

Horton, James L. Online Public Relations: What we should be teaching from a practitioner’s point of view for Digitally conscious: Effectively integrating Technology into Today’s Classroom
http://www.online-pr.com/Holding/DigitallyConsciousspeech.pdf [Accessed March 30, 2009]

Beaumont, Claudine. New York Plane Crash: Twitter breaks news, again. Jan. 16, 2009 http://www.telegraph.co.uk/scienceandtechnology/technology/twitter/4269765/New-York-plane-crash-Twitter-breaks-the-news-again.html [Accessed Mar. 30, 2009]

Propaganda in times of War

In war the first casualty is the truth – Philip Knightely

These words, so carefully crafted by Philip Knightely, truly reflect the manipulation that occurs in times of War. Does anyone really remember the reasons for the war on Iraq? Well, even if we do, the government tries their best to have us thinking otherwise. This is called Propaganda.

‘Propaganda connotes falsehood, lies, deceit, disinformation and duplicity – practices that opposing groups and governments accuse each other of employing’ (Wilcox et al, 227)

On this day, the class watched a feature on what took place in the beginning of the war on Iraq. The video took us through the extent to which the government of the United States and the British government attempted to conceal the truth. The video highlighted some key facts such as Sgt. Jessica Lynch ‘allegedly’ being held hostage by Iraqi forces in ‘what they call a hospital’. The account of the events as told by doctors on duty while the Sgt. was admitted differs significantly with what has been reported in the media. You see, part of getting the public to support a war is to persuade them into believing that the enemy has done something immoral. So it’s a goody, baddy situation, and Persuasion is the key ingredient.

It was further revealed in the video that Downing Street ordered journalists not to portray British soldiers as ‘fighters’ but as ‘life savers’. They were pictured playing football in the streets with children. Additionally journalists were stationed miles away from the base. This, I believe is a control mechanism used by the Government to curtail what the media reports. My question is, why have the journalists there if they can’t report what is happening?

These so called weapons of Mass destruction are yet to be found. Now millions of people are dead and we are left only to speculate about what really caused the war. This video shows all the ramblings and uncertainties and the changing of stories that occurred before and during the war.




References:

Wilcox, Dennis, Philip Ault et al Public Relations Strategies and Tactics 6th ed. Addison-Wesley Educational Publishers Inc. 2000