Advertising and Publicity Programs in the Executive Branch of the National Government: Hustling or Helping the People?

Abstract

A member of the Defense subcommittee of the House Appropriations Committee labels government advertising (except that for military recruiting) as propaganda and puffery, and calls it disgraceful. He complains that he sees far too much self-serving agency publicity in his district.' In a different hearing, held about the same time, the chairman of a House Government Operations subcommittee complains because the director of the Census Bureau decided to use public service announcements for the 1980 Census of Population. Fearing that an undercount of minorities will hurt his state in upcoming congressional reapportionment decisions and in competition for federal funds, the congressman wants the Census Bureau to use paid advertising.' These two instances illustrate the mixed attitudes Americans hold toward government advertising and publicity. This paper briefly traces the development of the use of advertising and publicity in the executive branch of the national government and documents their current magnitude and scope. It then evaluates the efficiency and effectiveness of the administration of such programs. Because publicity and advertising programs are important aspects of the communication function of modern government, it is essential that they be administered with sensitivity to the needs of democracy. The last section of this article highlights prob-