PR & Propaganda

I have been operating the startup accelerator program in Vietnam since last year. The main objective of the program is to help young entrepreneurs to realize their dream and to conclusively contribute to the startup ecosystem. Surely, there are incidental benefits such as enhancement of the corporate brand image and relationship with local partners. My mission is to increase the value of the program and all my team try to make the participants happy with the program. When I reported the activities in the last year, the feedback from my boss was not the one that I expected. 

“Why didn’t you do PR activities with the program?”

As a new program, I thought the build-up process is the first to do that I have to focus on. But he thought everything that I have done for the program is meaningless if people don’t know the program and its value. Every activity, especially in the business world, should be distributed to people and gain their recognition. This is because my program can get a bigger support and impact than now if it’s connected with diverse PR activities.

I wouldn’t have made a mistake if I had read Propaganda written by Edward Bernays. The book was written in the 1920s. Surprisingly, I can’t feel the time gap and most messages in the book are still valid and impressive. The author focuses on how to make a wave flowing toward the intended direction. This strategic plan can be applied not only to politics and businesses but also to art and social activities. 

The author starts with the questions like why people buy a car. The reason that people buy an item is a combination of several factors including social structure. Aside from those reasons, he stresses the human desire and that it can be affected by group psychology. After understanding the starting points, it’s important to find related parties or groups and align their interests. And then, the message should be sincerely and consistently delivered to the general public via right channels, media, and influencers. 

Now it’s time to think what messages should be elaborated for the short term goal of the program and how I distribute them by leveraging resources in my hands. The channels and methods should be expanded beyond my capabilities by utilizing others’ interests. These days, propaganda sounds negative but I believe its original components can be applied to reach to the expected output. We need to understand it in order for that at least people make a better decision.