Although advertising, public relations and think tanks at first seem to have nothing in common, after a closer look certain similarities arise.
The first thing which can be noted is that public relations and the advertising industry, as well as - especially conservative - think tanks like the Heritage Foundation or the Brookings Institute have strong ties to corporate firms. Whereas the connection between the advertising and public relations industry and corporations is based on a consultant - client relation many think tanks heavily rely on corporate funding to pursue their activities. Therefore the interests of corporate firms are to an - in some cases considerable - extent reflected in their activities.
Furthermore the aims of public relations and advertising firms and think tanks are not too different. Their main goal is to sell ideas and values. Albeit it sometimes makes the impression, as if only products, services and understanding (in the case of public relations) are sold, for the greater part the only thing being marketed is (political) ideology.
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To disseminate their respective ideologies think tanks produce vast amounts of publications, including research reports, newsletters, magazines and books. Although the quality of their "research findings" sometimes is of questionably scientific value their "experts" are regularly quoted in the print-media and also appear on television and radio.
Nevertheless, in most cases, when representatives of think tanks are used as experts on a topic, they are introduced as independent scholars, hiding the fact, that they are related to certain ideologies. "When a think tank representative is used as an expert on a topic, often that person's media-framed credibility may be measured by the ideological label attached to them. By failing to politically identify representatives of think tanks, or identify the financial base of think tanks, major media deprive their audiences of an important context for evaluating the opinions offered, implying that think tank "experts" are neutral sources without any ideological predispositions." (Michael Dolny)
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