New PDF release: Influencing Australia

By Simone Bradfield

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They come under regular attack from ABC TV’s Media Watch for their ready acceptance of PR-generated content. Protecting an image SOME PR PRACTITIONERS specialise in image management for high-profile celebrities, actors, performers or sportspeople. Virtually everything their clients say or do is tightly scripted. Their appearances in public are micromanaged, and their photographic image is rigidly controlled. In situations such as promotional interviews, the media is often banned from taking pictures of the person being promoted.

Enter ‘coal seam gas’ in a search engine and you are presented with a number of paid listings at the top of the page. Sites such as ‘We Want CSG’ try to give the impression they are the voices of extensive community support for the mining. In reality it is a website operated by the Australian Petroleum Production & Exploration Association to campaign for CSG mining and refute claims of its opponents. This is a classic piece of PR manipulation masquerading as community involvement. GST on imports Standing ovations At the end of most concerts you will find two or three people jump to their feet, applauding wildly, no matter how good or bad the performance was.

It helps if the celebrity mentions the brand name regularly as well. Airlines regularly invite travel writers to fly free on a new route or to sample an improvement in the service offered on their aircraft. Cash for comments Until it was exposed, one of the favourite techniques of PR consultants was to have their clients pay radio announcers with large audiences to make favourable comments about products or businesses. This was done as a general comment rather than in the form of an advertisement.

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Influencing Australia by Simone Bradfield


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