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In this part of my analysis of the cult of Scientology's methods of public
relations (PR), we're going to look at the cult's advanced (upper level)
PR techniques. My previous analysis' used materials mainly aimed at
application by low level Scientologists, such as the "Volunteer
Minister". In this piece, we begin to look at PR techniques as
applied by the Guardian's Office (GO) and the Office of Special
Affairs (OSA).
Note: Any typos are likely my own.
I find the following paragraph, by L. Ron Hubbard, to be an insightful
introduction to Scientology's PR techniques. When reading this, remember
that Scientology is a USA tax-exempt "religion".
Note: The (LRH) in this and following quotes indicates that the
material in the extract was written by L. Ron Hubbard.
*** BEGIN FAIR USE EXTRACT ***
(from BOARD POLICY LETTER 30 May 1974 PR Series 24, _HANDLING HOSTILE
CONTACTS/DEAD AGENTING_, by Alethiea C. Taylor (as ordered by L. Ron
Hubbard))
It is my specific intention that by the use of professional PR
tactics any opposition be not only dulled but permanently
eradicated. This takes data and planning before positive action
can occur. (LRH)
*** END FAIR USE EXTRACT ***
Nice concept, this "permanently eradicating any opposition". Could
the above be a goal of the cult's PR personnel operating on the
Internet against the individuals speaking out against it?
One important point stressed above is the importance of data and
planning if PR is to be successful. Several of the documents seized
in the FBI raids are good examples of the cult's use of data and
planning. The documents relating to the cult's "Operation Freakout"
actions against Paulette Cooper are execellent examples.
The following passage reflects an important underlying concept
used by the cult's PRs. That concept being "Always Attack",
which the cult's PRs have demonstrated time and time again on
the Internet and alt.religion.scientology.
*** BEGIN FAIR USE EXTRACT ***
(from BOARD POLICY LETTER 30 May 1974 PR Series 24, _HANDLING HOSTILE
CONTACTS/DEAD AGENTING_, by Alethiea C. Taylor (as ordered by L. Ron
Hubbard))
Experience has shown that defence is only effective when one
sorties or attacks.
The errors we have made have been:
1. Defending only.
2. Defending on Scientology ground.
3. Being reasonable and assigning mild motives to the enemy.
4. Failing to attack early and hard.
5. Undervaluing the broad social value of Scientology.
6. Individuating from other similar organizations.
7. Not learning enemy tactics and using and bettering them.
8. Failing to heavily contest for public opinion and
public media.
9. Failing to identify the enemy early and hit him hard. (LRH)
*** END FAIR USE EXTRACT ***
After reading the above, the "opposition" has become the "enemy" and
the effective PR must ATTACK! Ron is teaching that the cult PR must
retaliate against opposing PR by attacking the "enemy" and "hitting
him hard". In my mind, these sound more like the policies of a ruthless
corporate enterprise or military propaganda agency rather than a
tax-exempt "religion".
But then again Scientology is not "a turn the other cheek kind of
religion" as the cult PR Leisa Goodman said on MTV. "Then what kind
of religion are they?" you ask. "Keep reading" I say.
The following is another enlightening extract which can be directly
applied to the cult's PR actions on the Internet.
*** BEGIN FAIR USE EXTRACT ***
(from BOARD POLICY LETTER 30 May 1974 PR Series 24, _HANDLING HOSTILE
CONTACTS/DEAD AGENTING_, by Alethiea C. Taylor (as ordered by L. Ron
Hubbard))
This is the correct procedure:
1. Spot who is attacking us.
2. Start investigating them promptly for FELONIES or worse
using our own professionals, not outside agencies.
3. Double curve our reply by saying we welcome an investigation
of them.
4. Start feeding lurid, blood sex crime actual evidence on
the attackers to the press. (LRH)
*** END FAIR USE EXTRACT ***
Loooking at the above procedure, we can easily apply it to the cult's
actions against individuals such as Steve Fishman, Dennis Elrich,
Larry Wollersheim, Grady Ward, henry, and Rogue Agent. The cult
send their private investigators (either directly or via their
lawyers), such as Eugene Ingram, out to dig up "lurid, blood sex
crimes" on their enemies. Then, the cult PRs start sending out
the press releases attacking the individuals.
At one time, this may have been an effective strategy for them. In an
environment where one entity can control the media it might work.
However, as we have seen on the Internet, these press releases can
(and do) get picked apart and debunked by those the cult is attacking
(and others). On the Internet, no one controls the media, therefore
everyone has an equal voice, thus these outdated PR techniques are
not only ineffective, but can cause unwanted side-effects for the
PR and his organization.
The following extract reinforces the cult's ALWAYS ATTACK philosophy.
*** BEGIN FAIR USE EXTRACT ***
(from BOARD POLICY LETTER 30 May 1974 PR Series 24, _HANDLING HOSTILE
CONTACTS/DEAD AGENTING_, by Alethiea C. Taylor (as ordered by L. Ron
Hubbard))
Also press releases should always contain some factor of
endurance. This gives the public the idea that we endure.
Examples:
"For many years now we have stated "
"We have stood up to such attacks many times and are still
surviving and expanding."
"Since 1950 we have "
"Eighteen years ago "
ALWAYS ATTACK in a press release. Never Defend or Deny. (LRH)
*** END FAIR USE EXTRACT ***
"ALWAYS ATTACK" seems to be the rallying cry of Scientology PRs. Part
of the Scientology PR "technology" includes swift and smooth handling
and "hitting from as many directions as possible". An example of this,
given in the policy letter, is handling a reporter who "was conducting
a one-man crusade against Scientology". The Scientology PRs attacked
and handled him by filing complaints with his newspaper, the "Press
Council", and the police. They left "six or seven pounds weight of
PR data" with high officials. The end result: "The Press Council ended
up investigating the reporter and the stomach has gone out of his
crusade."
What makes the cult PR's "tech" sleazy, in my mind, is the requirement
to discredit and destroy the opponent. Again, this may have worked
at one time in other media, but it becomes pretty ineffective on the
Internet.
Oh, did I mention that Scientology is a tax-exempt "religion"? :-)
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