Introduction
Modern propaganda is not just the manipulation of words, but primarily the engineering of facts and events that themselves create the desired narrative. This article analyzes the evolution of persuasion techniques—from the classic theories of Edward Bernays to the era of Artificial General Intelligence (AGI). You will learn how to build trust after a crisis, why action must precede the message, and how algorithms personalize our reality. Understanding these mechanisms is crucial for maintaining critical thinking in a world where information becomes a precisely designed experience rather than just a message.
Three Phases of Crisis: Action Before the Word
Rebuilding trust is a sequence of actions, not a festival of apologies. A crisis goes through three phases: pathogenesis (diagnosing the rift between declaration and practice), the acute phase (visible corrective action under external control), and remission (implementing rituals that solidify the new norm). Effective crisis communication is about stitching the process—meaning real structural change—rather than "basting" reality with a superficial PR message. In crisis situations, action must always precede the word, as audiences perceive empty declarations as hollow propaganda. A well-designed commission involving critics and a real budget for change builds a reputation more effectively than the most expensive advertising campaigns.