What actually is PR?
There are varying definitions, Cutlip et al, 2000 define it as a management function, Harrison stresses the importance of reputation management, others see it as part social science, part art. There are innumerable definitions depending on your point of view. For many it has negative connotations, linked both historically and more recently with propaganda, manipulation and the art of ‘spin’.
New Labour perfected the art of spin, their years in power from 1997 until 2010, were characterised by the importance of presenting policy, often overshadowing the policy itself. This period saw an unprecedented rise in Public Relations, for many, politics and public relations became synonymous with ‘spin doctoring’. (Theaker, 2016)
Public Relations and their use of spin, negative campaigning and its influence over the political agenda have received fierce criticism, accused of tainting and corrupting the democratic process. Nowhere is this contempt more blatant than from journalists and the media.
This lead to Gordon Brown in his first speech as Prime Minister, promising ‘a different type of politics , that will provide ‘open and honest dialogue’. Yet others argue that ‘As long as politicians have been politicking, spinners have been spinning’ (Gaber, 2000a). At its most basic form, ‘spin’ involves ensuring ‘the right image, making the right connections and ensuring that both appear on the next day’s front page’. This was epitomised in the 1990’s during the political era of Tony Blair and Bill Clinton.
Since the early 1920’s, Edward Bernays, Father of PR, identified the potential of Public Relations to assist politicians in communicating their message to the electorate, influencing and shaping public opinion. However, the Elderman Trust Barometer identifies that ‘trust has now become so corroded, that we trust leaked information much more than traditional news sources’ (Future Generations Wales, 2018).
Recent trends across Europe, show that people of all ages are less committed and engaged with the political process. There is a scepticism of politicians, who are thought to only communicate with the electorate, once every four years. There is a lack of understanding and empathy between the ‘political elite’ and those that they represent.
This is discussed by Jackson and Lilleker, 2004 in their article ‘Just Public relations or an Attempt at Interaction? This adapts Grunig and Hunt's Four Models of Public Relations to conceptualise the use of PR by politicians as a means of ‘Winning votes’ or as a desire to increase interaction between the them and the electorate. For many the concept of ‘politics’ is mystifying and difficult to engage with. Its relevance to people's daily lives is difficult to comprehend, politicians are seen as being remote ‘part of a world of self-centred politically elite’ (Henn and Foard, 2014). There is now a deep-rooted need for politicians to develop a more accessible, transparent and authentic relationship with those that they represent.
The Elderman Trust Barometer, 2018.