PR Goes to the Movies – The Practitioner and Pop Culture
Course Objectives
The goal is to present an introduction to how film is used to promote causes,
influence opinion, and promote stereotypes. In addition to examining propaganda in
film, students will examine the culture of public relations practitioners, and allied
filed such as advertising, marketing, through six instructional areas. Students will be
introduced to film theory through their readings in addition to participating in
round table discussions, in addition to relevant theories of propaganda and
persuasion.
Outcomes
Students will:
 Add to their knowledge of the base of film theory in addition to public
relation theories in persuasion, propaganda, and mass communication.
 Add to their expertise base through research and writing.
 Learn how to discuss and interpret films relevant to public relations,
including:
o Comparison of practitioners and PR topics between the 20th and 21st
Centuries
o Stereotypes prevalent in films featuring PR practitioners
o Analysis of differences and similarities between fictional PR practitioners
and real life
Text
Corrigan, T. (2015). Short guide to writing about film. (9th ed.) NY:Pearson
Assignments
1. Students will write summary abstracts for each film.
2. Students will be required to watch as a class, and participate in a round-table
discussion of each film.
3. Students will write a research paper offering an analysis of the
characterization of a critical theory associated with public relations and the
films.
Public Relations and Ethics
Thank You for Smoking (2005) – Nick is a lobbyist and spokesperson for big tobacco
companies, and makes his living defending the rights of smokers and manufacturers.
He promotes his PR offensive through spinning away the dangers of cigarettes on TV
shows, and hiring a Hollywood agent to promote smoking in movies.
Theory, Audiences and Public Opinion
Hancock (2008) – Superhero Will Smith, whose reckless actions routinely cost the city
millions of dollars, turns to a public relations practitioner in an attempt to burnish his
image.
Strategies of Public Relations
Wag the Dog (1997) – To avert a presidential scandal days before his reelection,
presidential advisors plan a war to divert the nation’s attention. The film demonstrates
the role of media in shaping of public opinion. This movie occurred during the time of
President Clinton’s issues with intern Monica Lewinsky.
Tactics of Public Relations
The Sweet Smell of Success (1957) – movie focuses on press agentry and its messages
and highlights the relationship between a gossip columnist and the head of a PR
Agency – and shows the closely tied relationships – still relevant today between
journalists and PR. The film follows Falco’s tireless efforts to get his clients mentioned
by all-powerful columnist, J.J. Hunsecker (who was modeled after Walter Winchell).
Crisis Communications
The Queen (2006) – The film outlines the political events that occurred after the death
of Princess Diana, and focuses on discussions between Queen Elizabeth II and Prime
Minister Tony Blair. The crisis precipitates a solid public relations plan by the Royal
Family to accommodate the national and international mourning. The film
demonstrates the different tactics used for gaining public support.
Media Relations
The China Syndrome (1979) -The film was released on March 16, 1979, 12 days before
the Three Mile Island nuclear accident in Dauphin County, Pennsylvania. The accident
takes place while a TV news team is filming a routine feature about the plant. The
cameraman secretly films events in the panicked control room. And the reporter tries
to get the story on the air. Her superiors refuse, influenced by the power industry's
smoothly efficient public relations people.