Positive Propaganda: The URI School Insider Program Press Release
The art of propaganda has been a powerful tool in shaping public perception throughout history. While the term often carries a negative connotation, propaganda can also be a force for positive change when used responsibly and ethically. In this essay, I will delve into the experience of creating a press release for the University of Rhode Island (URI), promoting the School Insider Program, one of the many causes on the Do Something site, designed to help transfer students acclimate to the university. I plan on displaying how a press release serves as a form of positive propaganda to effectively convey a message. I will also examine the target audience, which played a big factor in my press release, apply elements of propaganda, and reflect on the overall experience.
Before diving into the creation of the press release, it’s essential to identify the target audience. In this case, the audience consists of URI students who have been at the school for at least a year. These individuals have already experienced the challenges and transitions that come with starting college and are now more established members of the URI community. They may not be transfer students themselves, but they are the ones who can greatly influence and support their fellow students who are new to the university.
Understanding the target audience is a crucial step in effective propaganda. In this context, my goal is not to persuade the audience to adopt a particular belief or change their existing opinions. Instead, I aimed to inform and engage them in a way that encourages support for the School Insider Program. To do this, I used various elements of propaganda that are rooted in transparency, authenticity, and a sincere desire to improve the student experience.
The press release for the hypothetical School Insider Program must be clear and honest in its presentation. This means providing accurate information about the program’s objectives, benefits, and how it will be implemented. Transparency is essential to build trust with the target audience, especially when the program aims to assist students in their academic journey.
While propaganda often relies on emotional manipulation, positive propaganda leads to genuine emotions through empathy and compassion. In this press release, I used a short example of how transfer students face challenges when adapting to URI. By highlighting their struggles and successes, an emotional connection with the audience is made, making them more inclined to support the School Insider Program.
Utilizing visual elements is different when it comes to a press release. In this case, I used a template that I have used before throughout my internship with the Mayor of East Providence. Part of my job there was to create press kits and releases that effectively got the message across without being too wordy. I tried to employ those methods here keeping the content clear and to the point rather than listing out too many examples. I have learned through this course and that internship that less is more. When creating propaganda no matter if it is for good or bad reasons, the less information yet the more clear, the better. If you were to look at any other press release, they follow this formula. I wanted to be clear in following that standard instead of fraying away for the sole purpose of more information.
A key element of propaganda is the call to action. In this context, the press release should encourage URI students to get involved in the School Insider Program. Whether it’s by volunteering as mentors, sharing their experiences, or simply offering support to transfer students, the call to action should be clear and achievable. In this press release I included the phrase at the bottom, “Be the Change”, and the classic URI tagline, “Think big, we do”. The goal of this was to cement the call to action and make the press release believable as an actual URI release.
Creating a press release for the URI School Insider Program was a rewarding experience. What I liked most about this endeavor was the opportunity to contribute positively to the university community rather than make a scare tactic or military piece of propaganda. It felt like a chance to promote a great cause that has a direct impact on the lives of transfer students who often face unique challenges when joining a new institution.
One aspect I particularly appreciated was the emphasis on authenticity and transparency. Instead of manipulating emotions or distorting facts, the goal was to genuinely convey the benefits of the School Insider Program. This approach aligned with the principles of positive propaganda, where the intention is to inform and inspire rather than manipulate.
However, there were also challenges in crafting this press release. One notable challenge was ensuring that the content remained unbiased and focused on the program’s merits. It’s easy to slip into a persuasive tone, even when the intention is to promote something genuinely beneficial. Maintaining the balance between enthusiasm and objectivity required careful word choice.
Additionally, there was the challenge of addressing potential skepticism from the target audience. Some students who had been at URI for over a year might wonder why the School Insider Program was necessary or how it would directly benefit them. Overcoming this required the need for a moral hero aspect aimed at making potential students feel good about themselves for participating in the program, which added an extra layer of complexity to the press release.
All in all, the creation of a press release for the hypothetical URI School Insider Program exemplifies how propaganda can be harnessed for positive purposes. By understanding the target audience, applying the elements of positive propaganda, and maintaining a commitment to authenticity, we can effectively convey a message that serves the greater good. This experience underscored the importance of responsible communication and the potential for propaganda to be a force for positive change in our communities. Everyone, no matter if you are a transfer student or not, has experienced some sort of anxiety when entering college. Promoting this cause was a way to promote the alleviation of some of that anxiety and a way to make new friends all at the same time.
Works Cited
Hobbs, Renee. Mind over Media : Propaganda Education for a Digital Age. New York, W. W. Norton & Company, 2020.
“School Insider.” DoSomething.org, www.dosomething.org/us/campaigns/school-insider. Accessed 27 Sept. 2023.
Wignall, Allison. “Pros and Cons of Being a Transfer Student — College Raptor.” College Raptor Blog, www.collegeraptor.com/getting-in/articles/college-admissions/pros-cons-transfer-student/. Accessed 27 Sept. 2023.
