Astroturfing: PR or Propaganda? How does this impact PR Professionals?

The term ‘Astroturfing’ is rumoured to have first been used by former US senator Lloyd Bentsen in 1985 when he received letters from insurance companies promoting their views. However in the 26 years since the phrase was first coined the opportunity for organizations and governments to run an ‘astroturfing’ program has significantly increased due to the proliferation of social media and PR practitioners.

Astroturfing is generally used by organisations and governments operating programmes in which are not particularly in the public interest. The organisations attempt to manipulate the views of the general population by either being ethical with the truth or basically lying.

Astroturfing? What do you think?

“I am a 30 years lady ,beautiful and mature . Now I am seeking a good man who can give me real love , my friends told me a nice place ..SeèkingAffluént.C()M... it's the most effective site in the world to connect with, date and marry successful, beautiful people.. It's worthy a try. You do not have to be rich or famous.
We need players like Chad in the NFL, he's fun to watch and is a colorful personality....Nobody wants to watch a bunch of dudes playing a kids game and being all serious about it...that's boring....we need players like Chad to make the game interesting...I think it's great for the league!!!!!53435043301”

This was a comment posted on an after match report of the Liverpool FC vs. Manchester City FC. This is clearly in my opinion a comment aimed at young to middle aged men to promote online dating. This is one of the more basic forms of Astroturfing.

Does Astroturfing cause any harm?

According to recent articles by the ‘BBC’ and the ‘Guardian’, due to the increased activity of organisations and governments using ‘astroturfing’ techniques, the credibility of information on the web is rapidly deteriorating.

In a related report by ‘Daily Kos’ the technology and techniques involved in ‘astroturfing’ activity has also significantly increased in recent years. Such as ‘Persona management software’, this software multiplies the efforts of each ‘astroturfer’ giving the illusion that the support for a particular movement is significantly higher than the actual figure.

Astroturfing is actually illegal and can result in an unlimited fine and a two year prison sentence. “The practice is also contrary to the UK Code of non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code). Astroturfing breaches the CAP Code as the marketing is not fair, legal, decent, honest and truthful—the key principles of the self-regulatory CAP Code” (TECHEUROPE).


PR?

Can this practice really be considered ‘PR’? Not to mention that astroturfing is unlawful, ‘PR’ practitioners in the UK operate by a ‘code of conduct’.

A Current working definition of PR…

“Public relations is the strategic management of relationships between an organization and its diverse publics, through the use of communication, to achieve understanding, realize organizational goals, and serve the public interest”.  (Flynn, Gregory & Valin, 2008. cited from Paul Seaman)

Do YOU believe astroturfing is PR? If so I disagree. Astroturfing, although relates to some activities in which PR professionals are also related, Astroturfing in my opinion clearly comes under the banner of ‘Propaganda’.

Propaganda?

In ‘Mein Kampf’ Adolf Hitler articulates his view of propaganda “its task is not to make an objective study of truth… its task is to serve our own right, always and unflinchingly” (Cited from Coombs and Holladay 2007).

A current working definition of Propaganda…

"Propaganda consists of the planned use of any form of public or mass-produced communication designed to affect the minds and emotions of a given group for a specific purpose, whether military, economic, or political."

Now replace the word ‘Propaganda’ with ‘Astroturfing’, in my opinion, it fits.

Astroturfing for all intensive purposes must be considered a form of Propaganda, whether its white, grey or black. It all depends on how the organisation uses it.

The Problem…

Due to the anonymity of the ‘web’, finding evidence of an organisations involvement in an astroturfing programme is highly unlikely. This makes it extremely difficult to prevent.

Astroturfing is a particular problem for PR practitioners. For example; organisations that are involved in Astroturfing programmes are, as stated before, compromising the credibility of information on the web. So for the organisations that are not involved are forced to work harder to build and maintain relationships with its publics.

A good example to substantiate this is the scandal in corporate America in 2001. Large Corporations in America in the dot-com era of the 1990’s became more focused on shareholder prices than in profits this was in some cases involved unethical and illegal business practices. In this case the trust between organisations and its publics eroded and resulted in a surge of anti-corporate sentiment throughout the country. The lack of transparency and the ethical use of truth ultimately compromised the trust.

The current ‘Occupy’ movement, mentioned on my first blog (‘Unbiased Media Coverage? I think not...), also provides a good example of an organisation (the Banks) losing the trust of the thousands, possibly millions of people.

Basically my point is; how does a PR practitioner deal with Astroturfing? Is the non-involvement of organisations enough? If not, how do we, gain, retain or even restore a relationship of trust with the public? Should the Anonymity aspect of the internet be stopped or would this compromise the integrity of free speech? Do you even believe the integrity of an organisation and the internet is even at risk? These are the questions I pose; I look forward to your comments.