One woman - Two sides of the Same Coin? Journalism and Public relations

Please cite this article in press as: Spatzier, A. One woman - Two sides of the Same Coin? Journalism and Public relations:

The case of Bertha von Suttner, Austria. Public Relations Review (2016), http://dx.doi.org/10.1016/j.pubrev.2015.12.003

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PUBREL-1471; No. of Pages5

Public Relations Review xxx (2016) xxx–xxx

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Public Relations Review

One woman - Two sides of the Same Coin? Journalism and

Public relations: The case of Bertha von Suttner, Austria

Astrid Spatzier

University of Salzburg, Austria

a r t i c l e i n f o

Article history:

Received 14 September 2015

Received in revised form

23 December 2015

Accepted 30 December 2015

Available online xxx

Keywords:

Public relations

Journalism

Campaigns

Activism

Peace

a b s t r a c t

This article demonstrates the relationship between journalism and public relations in the

case of Bertha von Suttner (1843–1914) from Austria, Nobel Peace Prize Laureate in 1905.

Based on a literature review, the research in this article sheds light on both journalism

and public relations in the late nineteenth century in view of this story of an extraordinary

woman. Starting with the idea that Bertha von Suttner was not only a renowned journalist

and writer, but also a propagandist for peace and women’s rights, this paper notes that

journalism and public relations are not just two sides of the same coin but, particularly

in view of campaigns, can stand side by side for a cause. As well as a theoretical discus￾sion, the contribution highlights the instruments utilised by Bertha von Suttner to fight

for peace and equality. Furthermore, the results outline some perspectives, which logically

illustrate that both journalism and public relations are based on the same intentions regard￾ing campaigning. Due to this, journalism and public relations merge into one activism field.

© 2016 Elsevier Inc. All rights reserved.

1. Introduction

The difference between journalism and public relations has become an ongoing topic in public relations literature. Com￾pared with this, there has been little examination of examples which demonstrate that journalism and public relations can

stand side by side for one cause. For this purpose, the case study of Bertha von Suttner is appropriate. The analysis of her

activities highlights the integration of journalism and public relations to advocate for peace and equality. Although Bertha

von Suttner is well known as writer and journalist, her activities have never been examined from the perspective of public

relations. This contribution outlines a new perspective on the story of Bertha von Suttner.

Furthermore, little is known about the pre- and early phase of public relations and campaigns in Austria. Against this

background, this contribution yields answers to the following questions. What instruments did Bertha von Suttner utilise

to raise awareness and consciousness of peace and women’s rights? Are there differences in the examination of campaigns

with a view to journalism and public relations in the late nineteenth and early twentieth centuries?

The results show that Bertha von Suttner is an extraordinary example of the production and deployment of issues which,

in turn, gave peace and women a voice. This kind of act is a specific element within public relations. However, Bertha von

Suttner not only used speaking and events, but also the journalistic environment, which propelled her life forward. This

article shows that the intention to convince people that peace was preferable was carried out by one person using both

journalistic means and instruments of propaganda.

E-mail address: astrid.spatzier@gmail.com

http://dx.doi.org/10.1016/j.pubrev.2015.12.003

0363-8111/© 2016 Elsevier Inc. All rights reserved.