From Posters to Posts: The Evolution of Persuasion
In 1928, Edward Bernays, often called the father of public relations, wrote Propaganda, where he described the manipulation of mass opinion as the work of an “invisible government.” As discussed in Rachael Kay Albers’s Marketing Muckraking podcast, Bernays’ ideas grew out of his experience with the U.S. Committee on Public Information (CPI) during World War I. The CPI coordinated an enormous media campaign using posters, speeches, films, and news stories to “fight for the minds of men” (Albers, 2024). That campaign demonstrated just how effectively emotional appeals and repetition could transform public attitudes.
What began as wartime messaging soon evolved into the professional discipline of public relations. Bernays and others realized that the same methods that could sell a war could also sell products, ideas, and politicians (Albers, 2024). As philosopher Cory Wimberly argues in How Propaganda Became Public Relations, propaganda’s techniques didn’t disappear, they were just rebranded and institutionalized within corporate communication (Wimberly, 2020).
Old Tactics, New Platforms
The Marketing Muckraking episode draws a direct line from George Creel’s WWI posters to Mark Zuckerberg’s personalized ads (Albers, 2024). Where Creel and Bernays used mass repetition, today’s PR and advertising professionals rely on algorithmic precision. Comparing tactics:
WWI Tactics:
- Mass repetition
- Emotional appeals
- Public speeches
Modern Tactics:
- Algorithmic precision
- Micro-targeting
- Personalized messaging
Platforms like Meta, which gather vast amounts of personal data, allow campaigns to micro-target individuals with custom messages what Albers calls “the new propaganda machine” (Albers, 2024).
The result is the same psychological manipulation Bernays pioneered, but now it happens invisibly, tailored to each user’s fears, values, and desires. As Wimberly notes, propaganda’s modern evolution makes it even harder to distinguish persuasion from manipulation (Wimberly, 2020).
Ethics in the Age of Influence
For PR professionals, this history is both fascinating and sobering. The PRSA Code of Ethics urges practitioners to act with honesty, fairness, and transparency (PRSA code of Ethics). Clearly, these principles directly oppose propaganda’s secretive and manipulative tendencies. Likewise, the Associated Press News Values and Principles emphasize accuracy, independence, and accountability, standards that PR professionals can mimic to maintain credibility in a noisy, polarized media landscape (The Associated Press).
Integrity as Strategy
From WWI posters urging men to enlist to personalized Facebook ads nudging users to vote, or buy, propaganda’s influence is still everywhere. The lesson for modern communicators is clear: the tools of persuasion are powerful, but their ethical use determines their impact. When PR professionals choose transparency and truth over manipulation, they not only protect the public, but they also protect the integrity of their own profession.
References
Albers, R. K. (2024, February 3). Marketing, propaganda, and politics from WWI to Trump. https://rachaelkayalbers.com/episode-20-marketing-muckraking-wwi-propaganda-to-trump-raid/
PRSA code of Ethics. (n.d.). https://www.prsa.org/professional-development/prsa-resources/ethics#code
The Associated Press Statement of News Values and Principles. (n.d.). https://www.ap.org/wp-content/uploads/2024/02/ap-news-values-and-principles.pdf
Wimberly, C. (2020, July 5). How Propaganda Became Public Relations. https://blog.apaonline.org/2020/07/06/recently-published-book-spotlight-how-propaganda-became-public-relations/