ABSTRACT
Since Edward Bernays first introduced the term "public relations counsel" in his 1923 publication Crystallizing Public Opinion, public relations, although widely practised by corporations and governments alike, has monumentally failed to establish itself as of positive social utility and benefit. As L'Etang has stated, "It is something of a truism that public relations needs more public relations to increase public understanding of its role in society" (1997, p. 34). Indeed, public relations rarely enjoys good press and is continually maligned as little more than an industry of propaganda and spin that trades in lies and deceit (see, for example, Carey, 1997; Collison, n.d; Beder, 1997; Hager & Burton, 1999; D. Miller, 2003; Michie, 1998; Stauber & Rampton, 1995). This dismissive perspective is particularly likely to be espoused where there is an attempt to expose and/or oppose the messages constructed to gamer public support for, for example, corporate or governmental policies and initiatives. Those objecting to the position advocated by the message are especially likely to encourage its casting aside as "propaganda" or "spin."
