Public Relation - Effects and Helpfulness

Running head: PUBLIC RELATION – EFFECTS AND HELPFULNESS
PUBLIC RELATION – EFFECTS AND HELPFULNESS
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1PUBLIC RELATION – EFFECTS AND HELPFULNESS
Topic 4: Popular culture and public relation
The term popular culture is generally recognized as the vernacular or culture of people
that is predominant in a society, at a particular point of time. Popular culture includes various
aspects of social life involving general public. It is also informed to us by the mass media. There
are various examples of popular culture comes from wide ranges of genres, that includes popular
music, cyber culture, entertainment, leisure even advertising and television (Wimmer, Roger and
Joseph 2013). Television is the most arguable of widely consumed forms of popular culture, and
it also represents a strong staying power. The reason behind this staying power is that people
spend hours after hours watching television every day. It has become such a prevalent aspect that
it made imagining life without television difficult (Hutton, James and Mak 2014).
Public relation being a significant industry, its work encompasses a wide range of
strategies related to communication and certain tactics like public affairs, media relations and
lobbying. It has a close relation with advertising, media industries and marketing activities
promoting products, services, brands in order to make changes in the behavior and attitude of the
audiences (Davis 2013). As in case of advertising, a combination of images and words is used
are combined to portray a particular message, although the written and spoken word (in various
forms like press releases, interviews and communication that is web based), similarly when
television and movies elements of popular culture are concerned public relation plays a huge
role.
Joe Saltzman, a professor of University of Southern California performed the largest
research on near about 327 films in English language and TV programs from 1901 to 2011
(Saltzman 2018). The negative image of PR professionals has largely changed to much more
varied images. Up to 2011, it was observed that women PR practitioners were far better in

2PUBLIC RELATION – EFFECTS AND HELPFULNESS
television performance, the count being 60 women characters opposed to 68 male characters
which increased compared to 189 male characters against 44 women characters during the period
of 1920-1990 (Saltzman 2018). ) Press secretaries, political aids, and police information officers
are found to be the diversified PR professionals in movies and television. However PR
practitioners may play the role of a hero who raises the voices against any unethical practices and
will quit the job even but will refrain from doing anything immoral. They often get portrayed as
anguished people who only performs jobs with high standards. One important part of this image
is that it has a positive image created in the mind of public when portrayed in televisions and
films. Negative images may include men and women preferring to do anything for their clients
and specially PR women using their charms to win over clients for getting ahead in profession to
villains who lie or cheat and even do murder to save own reputations. Thus, Public relation may
affect society by portraying negative images of PR professionals through popular culture
elements like television and media and help the PR professionals in gaining fame by positive
image of PR professionals.
Topic 2: Public Relation affecting Globalization
Globalization in past was defined as a strategy that has the capability of lifting all boats
both in poor and rich countries that is raising the standard to a same level (Collins 2018). To
some globalization has positive effects such as free trade helps in reducing various barriers like
tax which help in economic growth, creates opportunities for jobs. They argue that globalization
has potential in making this world, a better place to live in. On the other side some people have
views like globalization have made richer more rich and the poorer to remain poor. Even they are
of the opinion that, multinational corporations have been accused of unfair working conditions