Oratory and public relations: Demostenes's Philippics and Olynthiacs like one of the first campaigns of institutional communication.
DOI:
https://doi.org/10.5944/eeii.vol.3.n.5.2016.18392Keywords:
institutional public relations, Demóstenes, Philippics, OlynthiacsAbstract
In the 4th century B.C. it begins the decline of the Athenian supremacy in Greece derived from the continuous internal fights, the summit of the Persian empire and the military threat of a strong Macedonia led by Filipo II. In this context Demostenes will develop, through its Philippics and Olynthiacs, one of the first public relations campaigns of the antiquity, sustained in the persuasion of the oratory, to report to the public opinion about the danger that the autocratic Macedonian regime was representing by the democracy of Athens. Across a theoretical review based on the use of secondary sources, especially bibliographical, the results of this work demonstrate that the campaign developed by Demóstenes against Filipo II of Macedonia can be considered to be one of the first strategic campaigns of public relations that, with a persuasive purpose, were sustained in the intentional use of the oratory.
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