The problem with PR nowadays is that is has gone from a social science to a humanity. The discipline that Edward Bernays envisioned was one that understood the public and could anticipate the reaction of a crowed of people. It attempted not to understand the behavior of an individual, but rather to carry out initiatives that demonstrated an understanding of the behaviors of a wider public (was Isaac Asimov’s Hari Seldon a PR practitioner? But I digress)
Nowadays, PR is too concerned with language. What we say and how we say it. We’ve evolved from being applied social scientists, to masters of semantic antics.
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