Public Relations Campaign (public_relations + campaign)

Distribution by Scientific Domains

Selected Abstracts

Selling Scientific Taxation: The Treasury Department's Campaign for Tax Reform in the 1920s

LAW & SOCIAL INQUIRY, Issue 4 2004
M. Susan Murnane
The received interpretation of the Mellon tax reforms in the 1920s describes a reactionary roll-back of the first, progressive, permanent income tax system in United States history. This essay revises that interpretation in important ways. The Treasury Department of Secretary Andrew W. Mellon proposed and passed tax reform legislation in the 1920s that radically reduced marginal tax rates on wealthy individuals from World War 1 highs. The Mellon plan was developed by attorneys from the previous Democratic administration. Working with the foremost tax professionals of the day and deeply committed to the principles of progressive income taxation, they intended the establishment of a permanent peacetime tax system for a modern industrial society. They called their taxplan scientific taxation. The Treasury Department policymakers anticipated determined opposition to their program and consciously embarked on an extensive public relations campaign to convince the general public that reducing taxes on wealthy people was good for them because it made the whole society richer and more dynamic. This essay tells the story of how the Mellon plan took shape, and of the public relations campaign waged to secure its enactment. This essay also suggests that the Treasury Department's campaign to sell scientific tax reform to the general public generated a dialogue that facilitated popular acceptance of modern industrial capitalism. [source]

China's "Soft" Naval Power in the Indian Ocean

PACIFIC FOCUS, Issue 1 2010
Toshi Yoshihara
For the past several years, Beijing has been attempting to "shape" the diplomatic and strategic environment in maritime Asia, projecting an image of itself as an innately trustworthy great power. As a part of this public relations campaign, Chinese leaders have retailed the story of Zheng He, the Ming Dynasty eunuch admiral who voyaged to destinations throughout the South China Sea and the Indian Ocean six centuries ago. They have touted the feats of Zheng He, who sojourned in maritime Asia without attempting military conquest, as a metaphor for China's current peaceful ascent in the maritime domain. In doing so, Beijing hopes to convince key audiences in Southeast Asia and South Asia that it remains pacific in outlook , and thus can be counted on not to abuse the sea power it is amassing. An attractive vision of China, they hope, will avert the tendency of regional states to band together to balance Chinese power. Until now, Chinese diplomats have had the luxury of telling their story how they wanted to, as deployments of China's naval forces beyond East Asia remained abstract. Beijing neither saw the need nor boasted the capacity to maintain strong forces far from Chinese shores. However, the headline-grabbing dispatch of two destroyers and a combat logistics ship to the Gulf of Aden on counter-piracy duty in late 2008 has put China squarely in the spotlight. By depicting itself as an inherently defensive power, China has set a high standard for its behavior at sea. Fellow Asian powers will hold Beijing to this lofty benchmark , measuring its actions against the storyline Chinese leaders have developed around Zheng He's voyages. Beijing's anti-piracy mission thus offers an ideal opportunity to empirically test the efficacy of Chinese soft power at sea. To this end, this paper explores the motives behind the Zheng He narrative and assesses the key messages that Chinese leaders are attempting to convey to Asian capitals. This study then examines the extent to which China's unprecedented naval presence in the Indian Ocean has dovetailed with the Zheng He storyline and with the larger strategy of easing regional misgivings about Chinese maritime power. Finally, the paper analyzes how India, a target audience, is responding to China's narrative, drawing several preliminary conclusions about the effectiveness and the prospects of Chinese soft power in the Indian Ocean. [source]

Framing Rape: An Examination of Public Relations Strategies in the Duke University Lacrosse Case

Barbara Barnett
In Spring 2006, three White Duke University lacrosse players were charged with raping a Black female student from nearby North Carolina Central University at an off-campus party. Reports of the alleged crime captured news media attention, prompting a public relations campaign by Duke to maintain its image as an elite educational institution and an academic powerhouse. During the 15 months the charges were pending, the university framed its discussion in terms of reason versus emotion, with the university positioning itself as a calm voice amid diatribe and as a victim of unfair and untrue media reports. The charges ultimately were dropped. Although Duke was adept at speaking about its own integrity, it did little to discuss larger issues at play, such as sexual objectification of women, the risks of sexual violence on college campuses, and the perceptions of privilege in U.S. college athletics. In sum, Duke faced a public relations challenge that involved allegations of rape but spent little time actually discussing rape. [source]