Essay --

The WW1 Conscription is one of the significant PR events that occurred in Australia in the 20th century. The Government in essence intended to adopt a conscription policy so as to enhance its fighting capacity. Nevertheless it could not impose this policy unless it received the support of the Nation and therefore it had to persuade its citizen to support it by voting in the referendum. It however faced a very strong opposition with both parties adopting various public relation strategies to influence the public perception towards conscription. The Government lost in both referendums implying that its PR campaigns were not as effective as those of the opposition. The opposition therefore can still rely on the PR strategy it had applied during WW1 conscription to block any attempts by the Government to reintroduce conscription. However, the new campaign should utilize modern media and PR strategies so as to persuade effectively the current sophisticated audience (Sheehan 2007). Conscription can simply be defined as mandatory military recruitment of people of a certain age group. A brief analysis of the public relation campaign adopted prior and during the WWW 1 will help clarify why conscription is considered to be a public relation event. Grunig and Hunt (1984) cited in Sheehan (2007) argues that the One-Way Communication model that adopted publicity and public information strategy, and the Two-Way Communication model, special emphasis being on Two-Way Asymmetric strategy, were the main model. Each one of these model had a main aim; the main aim of publicity was to spread propaganda; the aim of public information was information dissemination; and lastly the aim of two-way asymmetric strategy was to scientifically persuade the pub... ...owards ensuring the public supported this policy. This it did considering it faced a very strong opposition with the anti-conscription equally engaging in rigorous PR campaign aimed at blocking the government efforts toward introducing mandatory military recruitment. Some of the PR strategies and tactics engaged in by both parties included spreading propagandistic message, scientifically persuading the target audience by applying two-way asymmetric model, and occasionally engaging in information dissemination. The fact that the Government failed in both the referendum implies that the opposition strategy was effective. It should therefore adapt almost a similar approach to block any new effort by the Government to reintroduce conscription. However it should incorporate modern strategies and/or tactics so as to fully reach the now very sophisticated audience.