Propaganda vs. Persuasion in Public Relations
- Sep 23, 2025
- 2 min read
The concept of Organized Persuasive Communication (OPC) refers to all types of organized persuasion activities, including public relations and propaganda. However, according to Bakir et al. (2019), Organized Persuasive Communication can be further separated into manipulative forms (non-consensual) of persuasion and non-manipulative (consensual) forms. Public relations, when used ethically, is an important form of non-manipulative and consensual OPC.
Non-Consensual and Consensual Persuasion
Non-consensual persuasion covers manipulative forms of persuasion, or propaganda, including...
deception
incentivation
coercion
deceptive coercion
Deception is characterized by a violation of informed consent through lying, distortion, omission or misdirection (Bakir et al., 2019). Incentivation is persuasion that promises benefits to an individual. It becomes non-consensual when the offer of benefits conflicts with an individual's actual desire, enticing them to do something they otherwise would not do (Bakir et al., 2019). Coercion uses threats or actual infliction of costs to compel an individual to act. Deceptive coercion uses both deception and coercion to manipulate fear.
On the other hand, consensual organized persuasion communication can be used by public relations professionals to persuade target audiences without using deception, incentivization or coercion. Persuasion can be consensual if it follows the strategic two-way communication model or the one-way communication model (Bakir et al., 2019). Two-way communication is the most consensual form because it fosters mutuality and equal benefits for both sides. It highlights discourse, which helps PR practitioners make decisions in the community interest (Shin & Heath, 2020).
Deception and Public Relations
Deception may be the most common manipulative form of persuasion seen in the news and media today. According to the Institute for Public Relations’ annual "Disinformation in Society Report," 70% of Americans agree that misinformation and disinformation are major issues. Furthermore, that deception increases political polarization and influences policy-making in America (Institute of Public Relations, 2025). For example, in the wake of the assassination of Charlie Kirk, a large amount of false information began to circulate online. According to a fact check by Goldin with AP News, this misinformation included potentially polarizing stories about the political affiliation of the assassin, Tyler Robinson (Goldin, 2025).
According to Staley with PRSA, public relations can often be used as a tool against misinformation (Staley, 2023). PR professionals should share only information that is accurate and truthful, and that serves the public's interest (Staley, 2023). Remaining ethical in public relations is important to build lasting relationships with target audiences, including using persuasion responsibly, engaging in one or two-way communication with publics, remaining honest and eliminating misinformation.
References
Bakir, V., Herring, E., Miller, D. & Robinson, P. (2019). Organized Persuasive Communication: A new conceptual framework for research on public relations, propaganda and promotional culture. Critical Sociology, 45(3), 311-328. DOI: 10.1177/0896920518764586
Goldin, M. (2025, September 13). FACT FOCUS: Assassination of Charlie Kirk prompts flood of false and misleading claims online. AP News. https://apnews.com/article/fact-check-charlie-kirk-shot-assassination-3354b7ba0d736c198b454f77b3744308
Institute for Public Relations. (2025). Disinformation in Society Report. https://instituteforpr.org/2025-ipr-leger-disinformation-in-society-report/
Shin, J. & Heath, R. L. (2020). The Role of Public Relations Professionals and Leadership Challenges. Public relations theory: A skills-based and case-study approach (1st ed.). Wiley-Blackwell Publishing.
Staley, L. (2023). A Commitment to Sharing Only Accurate and Truthful Information. PRSA.
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