Book Review - Inside Spin - The Dark Underbelly of the PR Industry

I recently read a chapter in Bob Burton's book, Inside Spin - The Dark Underbelly of the PR Industry entitled Invisible PR.

The book takes an Australian perspective, but the issues this particular chapter discusses relate to the Public Relations industry globally.

The author attempts to highlight, explore and examine, what he believes to be, the unethical side of the PR industry. He does this effectively, briefly looking at how spin has its roots in the practice of 'propaganda' during wartime going on to examine the seedy practices of PR companies today.

What particularly struck me about this chapter was the negative history and unethical practices associated with the PR industry and in particular the practice of 'spinning'.

Burton quotes the 'father' of spin of PR Edward Bernays;

"the conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country"

I find this quote particularly interesting in light of my discussion of spin and democracy. The opinion Bernays expresses undermines the individuals democratic rights and furthermore asserts that this undermining of democratic rights should be 'unseen' or undetectable by the public in order to maintain this balance of power.

Burton himself (rightly) asserts that spin, pr and political communications can be highly unethical and negative for democratic health, no matter what country;

"Instead of worrying about the growth prospects of the PR industry, the more important debate is the extent to which the growth of the PR industry is compatible with the maintenance of a healthy democracy. Our concerns as citizens should be about how the quality of our democracy is being degraded by corporate and government adherence to the propaganda techniques pioneered by the military and subsequently refined by the likes of the tobacco industry. In the eyes of too many PR professionals organized citizens are viewed as a threat to be 'managed'."

Burton makes a valid concern about connection between the nature of PR to persuade individuals and control opinions and the maintenance of a healthy democracy, where individuals are supposed to be free to make their own decisons after receiving full information from their government.

The chapter does indeed demonstrate how PR can be 'invisible'. Burton writes in an easy to understand way and without getting bogged down in detail. He gives examples of unethical practices in the PR industry by talking about Australian PR agencies dealings with corporations, seedy organizations and Government.

This chapter is an excellent introduction to anyone needing an overview of the negative nature of the PR industry, the implications of spin on democracy and how PR agencies and corporations work together to undermine individuals rights.