Der Spiegel, described by Wikipedia as "Europe's biggest and Germany's most influential weekly magazine," had a multi-pronged attack on PR in its Aug. 7 issue.

The magazine expressed concern that "at least 40% of information published daily in newspapers is distributed by PR agencies and marketing departments of organizations."

Der Spiegel reaches back to Ed Bernays for its PR criticism.

Der Spiegel reached as far back as Edward Bernays, author of Propaganda and Crystallizing Public Opinion in the 1920s, quoting him as saying the "masses" can be controlled "without them noticing" if the proper psychological tools are used.

Bernays also bragged to one interviewer that "Goebbels (Nazi propaganda chief) had all my books in his library."

"Communications expert" Klaus Merten, who is said to have "studied the industry for years," calls PR people perception managers who "test how elastic the truth can be."

Says Der Spiegel: "Attacks on the sense of reality are often questioned in times of war and crisis. Then the demand for PR people rises precipitously. And in the meantime, crisis is permanent."

H&K and Kuwait Cited

Hill & Knowlton's work for the Kuwait government in 1990 is cited as an example of PR being used build support for a war. The alleged killing of babies by Iraqi soldiers, featured in H&K's campaign, turned out to be false, Der Spiegel noted.

Turning to current topics, the magazine quotes U.S. Defense Secretary Donald Rumsfeld as saying, "The real battleground is the publicity in our country."

Der Spigel is a top newsweekly in Europe.

The PR work of the Rendon Group and Lincoln Group in Iraq is described.

Rendon is said to be "one of America's war fixtures," part of the scene wherever U.S. troops were involved in the past 17 years.

John Rendon, who heads the firm, received at least $50 million in Dept. of Defense contracts between 2000 and 2004, the magazine notes.

The Lincoln Group has also received millions of Dept. of Defense dollars in "producing propaganda in Iraq," says the magazine. Iraqi reporters received up to $2,000 for each article favorable to the U.S. and the new Iraqi government.

Visited Offices of Rendon, Edelman

Der Spiegel was not successful in trying to talk to some of the employees at Rendon's offices in Washington, D.C.
"Ask one of the workers who are scurrying around to talk about their boss and they react as if they were autistic," says the article.

One of Rendon's tasks was distributing U.S. flags in advance of U.S. troops who entered Kuwait in 1991.

A magazine staffer visited Richard Edelman, CEO of Edelman, in his office at 1500 Broadway, New York, describing the office as a "glass box on the 27th floor overlooking Times Square"

Der Spiegel noted that the firm has received many awards which are on display behind Edelman's desk. One of the awards is from General Electric in recognition of Richard Edelman creating the motto, "Ecomagination."

He is quoted as saying that what Rendon and Lincoln do "is not PR." PR is about "openness, not hiding," said Edelman, who provided a translation of the Der Spiegel article on edelman.com.

Edelman's work for Wal-Mart is described, including its creation of a "war room" to handle critics.

Michael Deaver, former adviser to President Reagan, is quoted as saying the "Rapid Response PR Team's" job is to insure that "those fighting against the company do not become the ones defining it."

Omnicom, parent of Fleishman-Hillard and Ketchum, is mentioned as "another one of the PR giants that dominates not only the U.S. market, but has also spread its influence to Berlin and Brussels. In American fashion, they join forces with the top German law firms to act as political advisors and influence laws on behalf of their clients."

Der Spiegel notes the coordination of PR and lobbying in Brussels and Washington, D.C.

Harold Burson Interviewed

The article includes an interview with Harold Burson, founder of Burson-Marsteller, in which Burson says PR's job is to help journalists.

He described the work B-M did for Union Carbide after a chemical spill in Bhopal in 1984 resulted in many deaths.

Burson said that while Bernays had "brilliant ideas," he was also "one of the most egocentric people I have ever met."

Asked about B-M's work for Argentina, Burson said the firm worked for the Dept. of Trade promoting investment, and not for the military junta.

Said Burson: "Had I known that I would still be defending our work in Argentina after 30 years, I wouldn't have accepted the military government as a client."