Recently, I read “Nothing to Envy” by Barbara Demick. The book “follows the lives of six North Korean citizens over fifteen years—a chaotic period that saw the death of Kim Il-sung, the rise to power of his son Kim Jong-il (the father of Kim Jong-un), and a devastating famine that killed one-fifth of the population.”
Throughout the book, Demick shows how the government used a constant stream of propaganda to deceive and control a population of more than 25 million. Demick suggests that by eradicating the concept of objective truth, misinformation can completely control people.
My mind has been swimming for weeks as I’ve slowly read and processed “Nothing to Envy.” Looking at the book as a public relations professional, I can see how some people might misconstrue the purpose of PR and compare it to propaganda. But there are key differences between PR and propaganda.
Propaganda and PR do share some broad similarities: Both use mass media to shape perceptions, influence public opinion, and target specific audiences. The goal of both is to encourage people to take desired actions. Yet, there are intrinsic differences between PR and propaganda.
A quick Google search defines public relations as “the professional maintenance of a favorable public image by a company or other organization or a famous person.” Propaganda is “information, especially of a biased or misleading nature, used to promote or publicize a particular political cause or point of view.”
The most important difference is the truth of the messages. Propaganda relies on bias, half-truths and fear to influence the public’s attitude. Propaganda typically guides people toward an ideal, cause or political agenda. It aims to create a sense of “us vs. them.”
Propaganda is:
- Aggressive
- Focused on pushing an agenda
- Intentionally based on half-truths and misinformation
- Divisive
- Used to damage and stifle opposing views
- Oppressive
- Designed to play on strong emotions
- Incessant
PR is credible; it uses facts and showcases truth in a positive light. It’s based in the ethical, accurate presentation and dissemination of information. Occasionally, PR professionals engage in activity that aims to discredit a rival brand or company, but these practices are not in line with the industry’s code of ethics.
Demick argues that the North Korean government’s use of propaganda has created a vicious cycle. The state manufactures messaging to create desperation, instill fear and gain greater control, and North Koreans cling desperately to what the state tells them is the only path to salvation.
Pubic relations is not a tool used to oppress, divide and misinform people. Rather, it’s a mutually beneficial, two-way communication process between the sender (organization) and receiver (target audiences).