Lawrence Medina

         Photo by Radek Grzybowski on Unsplash

 

In continuing with the month of Propaganda, we will now be moving on to, how one uses propaganda, who are the masters of it, and how you too can use it. I will be going over this under the pretense that we are using the shared definition of Propaganda. If you would simply like a refresher, please take a look at the past so we can move on to the future seamlessly.

Let us now tread into the Grand Symphony of Propaganda!

The Symphony of Propaganda

The instrument of Propaganda can be picked up by any person. After all, it is merely the means of swaying public opinion. However, does this mean you can simply grasp the nuances and technicalities, once you simply know the definition? Does this mean you can sway any interested groups in your favor?

Not Quite.

In the right hands, Propaganda is an instrument… In the hands of a beginner, well it can be detrimental to your growth. Now in whose hands does propaganda best thrive? In none other than the Propagandist!

In truth, who is the Propagandist? Every corporation has a one, every marketer, every person with fame resting on their mantle. The title of the Propagandist is none other than Public Relations Specialist.

Every symphony requires a conductor. The one who knows how each piece sounds, what movements cause which sections to crescendo and others to decline. A great public relations specialist will be able to sway the majority in your favor—granted you haven’t just stepped on a landmine.

How does the public relations specialist know how to garner favor from the public? How do they know what way the public may sway and how to ensure what actions to take?

Here’s a small list of what they do:

• They should have their ears to the ground. Through any medium where your clients, customers, or prospects are and just how they perceive you.
• This means more than simply responding. Great public relations will make your brand come to life. The proper response is one that leads to conversation.
• Maintaining Image. Your brand is how you’re perceived. Public relations specialist will ensure that each piece of communications falls in line with your brand’s image and style.

With these key elements in mind, you too can learn how to sway your audience in your favor. However, public relations verges well beyond your ability to communicate with the public and your audience. There are other key players in your orchestra.

Fellow Players in the Symphony

The ones that add to that sweet symphony of swaying the masses are those with the ability of reach. By reach, you might think I mean sheer numbers. While numbers are a great thing to have when you want to sway public opinion, it is not the core element.

Imagine one million people hear your message… but only two people act. How could this happen? You have the reach, why didn’t they act? Why was no one spurred into creating a movement towards your ideals? The core problem would be, that the reach you have access to… is simply inactive.

Those with the ability to reach others, while also know how to make them act… Actually, one word that is off there, would be “make.” They don’t make their audience do anything, but rather engagement has been something that is encouraged by that audience. How then do you find someone that knows how to convince people that they should act?

There are a couple of people whose job it is to convince people into action. The first of those being advertisers.

Advertisers

Their job is to… well advertise, but what is in an advertisement? An argument. A piece of intrigue. A new idea. A solution to face the problems on your plate. An advertisement is made to be sticky. It is made to persuade you to purchase a product or learn about a solution.

Serviceable advertising will simply have you nodding along, but their core message will simply be lost. Just think of any advertisement you forgot about—Get it? Serviceable advertising is not great advertising. You will essentially have a message thrown out there to be forgotten.

Great advertising… Is a thin line. By this I mean, if it is too great, people will merely be talking about the cleverness and wit of the advertisement, but not about the product or idea represented in it (unless it is your job to do so). The great advertisement will blend information, creativity (sorry Ogilvy), and the product. While dated at this point, the Tide Ads during the super bowl was just that. Great.

Organizations

Now an organization may not seem like it belongs in the same vein as swaying those in your favor, but it is perhaps a great force in doing so. Going to the proper organization will place your message in direct line with the very leaders of the groups you wish to sway. It is essentially the chain of command—smaller organizations will (almost) always look to larger organizations to know what the next big trend or service might be within the industry.

There are times when smaller organizations will lead the charge for larger ones, if you are inclined towards risk—then I beseech you go the path traveled less.

However, if you are seeking to sway the masses going the tried and true path could be most beneficial. Go where the thought-leaders are and your chance to sway the masses could become far easier. I will give you a piece of advice, perhaps a cautionary warning:

A connection is not something to be used and thrown away.

Influencers

Influencers may seem like they are in the same vein as organizations, however, they stand quite possibly in contrast to them. Influencers could be connected directly to the audience you are seeking out. The best part is, an influencer always has constant contact with that audience. They will know exactly how to relate and spread the message to that audience.

There isn’t much to say about influencers (at least when it comes to propaganda), other than choosing them wisely. Always choose an influencer that agrees with your message, never buy out an influencer’s opinion. That is a quick way to get your idea cannibalized by the very audience you sought.

An important part to remember is to let the influencer play with the idea you are seeking to implant. It must come across organic… otherwise, you run the risk of alienating that audience. Making it much harder to try and hold their attention.

The Audience

Of course… No symphony is complete, without the audience. After all, if no one is there to listen to your piece, did it even happen?

Everything that happens after you spread your piece of propaganda can be heard. This is where we come full circle, right back to your Public Relations Specialist. With their ear to the ground, they can gauge the response to your propaganda. They will be able to tell how receptive your audience has become to your idea… or how closed off they are to the idea.

If all has been done well, then… as Abraham Lincoln once said,

“Public sentiment is everything. With it, nothing can fail; against it, nothing can succeed.”

We’re well into our month of Propaganda. I’d love to hear from you all… If my Propaganda is doing well, it’ll be soon. If not, well I’m glad you came this far back to read my writing.

No matter how long it has been, I’d love to discuss the idea of Propaganda with you further. Pick you the book. Read a bit, let’s turn the tide on the opinion of Propaganda—or convince me otherwise!