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From braintree!uunet!in1.uu.net!newsfeed.internetmci.com!swrinde!news.uh.edu!uuneo.neosoft.com!Starbase.NeoSoft.COM!not-for-mail Tue Jan 2 10:20:24 1996 Path: braintree!uunet!in1.uu.net!newsfeed.internetmci.com!swrinde!news.uh.edu!uuneo.neosoft.com!Starbase.NeoSoft.COM!not-for-mail From: dcs@Starbase.NeoSoft.COM (David C Smith) Newsgroups: alt.religion.scientology Subject: Scientology and PR - Part 6 Date: 22 Dec 1995 20:28:41 -0600 Organization: NeoSoft Internet Services +1 713 968 5800 Lines: 245 Message-ID: <4bfpgp$gmu@Starbase.NeoSoft.COM> NNTP-Posting-Host: starbase.neosoft.com Summary: Analysis of cult PR, sixth and final part. Keywords: Scientology, cult, Dianetics, scam, PR, L. Ron Hubbard, LRH, Phattman,publics, targeting PR, opinion leaders, celebrities -----BEGIN PGP SIGNED MESSAGE----- In this part of my analysis of the cult of Scientology's methods of public relations (PR), we're going to look at "Opinion Leaders". Note: Any typos are likely my own. *** BEGIN FAIR USE EXTRACT *** (from HCOPL 11 May 1971 Issue II PR Series 6, in the _Volunteer Minister's Handbook_, page 466, by L. Ron Hubbard) An "opinion leader" is that being to whom others look for interpreta- tion of publicity or events. Through wisdom, proximity to data sources, personality or other factors including popularity itself, certain members of the group, company, community or nation are looked to by others for evaluation. *** END FAIR USE EXTRACT *** The basic ideas behind the "opinion leader" are: 1. The "general" public is made up of smaller groups (examples Phatboy gives are: churches, social clubs, factories, etc.). 2. Each group has its own "opinion leader". 3. Each group is made up of smaller groups with its own "opinion leader". 3. The "opinion leader" of the larger group influences the "opinion leaders" of the smaller groups. *** BEGIN FAIR USE EXTRACT *** (from HCOPL 11 May 1971 Issue II PR Series 6, in the _Volunteer Minister's Handbook_, page 467, by L. Ron Hubbard) Having discovered the principle that "opinion leaders" form public opinion not the "general public," many PR people forget it or didn't give it enough importance or even in some cases chose to be willfully destructive of their employers. It should be very obvious that if general public reaction to an event is dependent upon the reaction and interpretation of opinion leaders, then a PR action's success depends upon favorably influencing the opinion leaders of that part of the population one is trying to reach and calculating what opinion leaders one can neglect or even offend. This would be almost mathematical in computation. Spokesman X issuing Bulletin A that offended 55% of the opinion leaders would get, roughly, a 55% opposing reaction from the whole public. Surveys for the identities of opinion leaders would then become a MAJOR activity of PR in any area and for any type of message or event. *** END FAIR USE EXTRACT *** According to the above, the PR needs to know WHO the public's "opinion leaders" are. Remember that a "public" is the PR's target audience. The PR then can design his message/event to influence the public's "opinion leaders" who in turn influence the PR's target audience. Ron states that one of the mistakes that PRs make is automatically labelling VIPs (Very Important Persons) as "opinion leaders". Here's a rather interesting extract where Ron talks about the PR use of VIPs and "Celebrities". *** BEGIN FAIR USE EXTRACT *** (from HCOPL 11 May 1971 Issue II PR Series 6, in the _Volunteer Minister's Handbook_, pages 467-468, by L. Ron Hubbard) So it's very lazy PR to assume that a "VIP" is worth knowing or using. Sometimes VIPs are also opinion leaders. Celebrities are more often opinion leaders as they arrive at their role by popular acclaim. But even here one has to operate with good sense. Paul Robeson, the great American singer, was used by Communists in the 1930s to popularize their cause. It did not achieve this. Paul Robeson, championing his own race, probably would have advanced civil rights legislation greatly. The misuse brought by anti- communists to believe that all the Negroes would now become a Communist Fifth Column and brought about strong opposition to Negroes and to Communists. The rule that should not be violated is to use an opinion leader only to further an opinion he could have visibly. The equation must add up with all factors of a kind, not a strange factor interjected into the sequence. Like music, you don't introduce a wrong note in the scale if you want harmonious rendition. Robeson (black singer) -- opinion leader of blacks -- Communism. Too odd a sequence. Robeson (black singer) -- opinion leader of blacks -- black relief. Obvious sequence. *** END FAIR USE EXTRACT *** The above is interesting when applied to the celebrities recruited by the cult. For the most part, they are young successful caucasians such as Tom Cruise, John Travolta, Anne Archer, Chick Corea, etc. In my copy of _What is Scientology_, most of those featured in the section "Successes of Scientology_ are white caucasian professionals (pages 251-289). Although the cult doesn't publish (at least in _What is Scientology_), the racial makeup of their membership, they do publish some interesting statistics which help to more clearly define the cult's "target audience". For example, "Ages of Scientologists" on page 475 states "Nearly 70% of all its members are over the age of 30 -- established, productive and contributing members of their communities." The pie chart shows the three largest age groups are 31-40 with 44.6%, 21-30 with 24.3%, and 41-50 with 17.8%. On page 478, a chart shows the breakdown of "Scientologists & Their Education". The three largest groups are "Some College" with 36.4%, "Graduated High School" with 18.6%, and "Graduated College" with 18.2%. A box on page 480 lists the top "Current Occupations" of cult members. The top occupations are "Managerial Position" with 16.5%, "Arts, Technical & Engineering" with 15.6%, "Owner or Part-owner of Company" with 14.0%, and "Sales" with 10.2%. On page 481 a graph shows the cult member's "Average Yearly Income Since Scientology". The top income brackets are $20k-$30k with 18.9%, $30k-$40k with 16.8%, $10k-$20k with 12.0%, and $40k-$50k with 11.7%. With the above information we can conclude who the target audience the cult's celebrities are "opinion leaders" for: young professionals over 30 years of age who make over $20k a year. Now we'll continue looking at the "opinion leader". The context of the following extract is "molding public opinion" and "destroying the opinion leader." *** BEGIN FAIR USE EXTRACT *** (from HCOPL 11 May 1971 Issue II PR Series 6, in the _Volunteer Minister's Handbook_, page 472, by L. Ron Hubbard) So government or newspaper or church or hockey club, the same rule applies. The goodwill of the opinion leaders is necessary for survival. *Not* the good opinion of the masses! Since that cannot be reached. *** END FAIR USE EXTRACT *** The above is pretty straightforward and reinforces the basic idea of the "opinion leader". But, how do you handle the "opinion leaders" who oppose you and your organization? *** BEGIN FAIR USE EXTRACT *** (from HCOPL 11 May 1971 Issue II PR Series 6, in the _Volunteer Minister's Handbook_, page 473, by L. Ron Hubbard) So as I said earlier PR is dangerous stuff if one doesn't really know it and if one only applies half of it. Omitting the opinion leader is bad enough. Seeking to destroy him is far, far worse. Yes one says, but how about the violent opposition? How about that fellow? Well, he's a problem. But he *is* an opinion leader. One has to decide how much of an opinion leader he is. If you don't handle a would-be opinion leader who is anti but who is NOT an opinion leader, people get cross. The decision here stems from (a) is he talking about actual abuse? or (b) is he just lying? In either case one has certain courses of action. If the abuses are actual, work to remedy them. If he is just lying, lay out the truth. If he really isn't an opinion leader, ignore him. But one can only interfere with him or remove him if many, many are getting cross because you don't. But that's a risky business. *** END FAIR USE EXTRACT *** The above extract is very interesting when applied to ARS. Possibly, the cult and it's PRs may think that certain "high-profile" posters to ARS are "opinion leaders". That may very well be true, depending on which "public" is considered. And ARS certainly has high-profile posters which the cult has attempted to interfere with/remove, such as Dennis, Arnie, Henry, Rogue Agent and others. Another important point which is found later in the text but which I did not quote (I want to keep this FAIR USE :-) ), is that anti-opinion leaders are "*made by neglect*" and the PR must "catch them early and handle". So, from the above, the following points might be made: 1. If you are a "new" critic poster to ARS: A) and a cult PR responds your posts, they consider you a potential threat and are attempting to "handle" you. B) and NO cult PRs respond to your posts, the do NOT consider you a potential threat are simply ignoring you. 2. If you are an existing/long-time critic poster to ARS: A) and a cult PR responds consistently to your posts, they consider you to be an "opinion leader" and are attempting to "handle" you B) and the cult sends the OSA goon-squad (Hi Eugene!) or it's "Freedom Rapist" lawyers to destroy you, then they are catching heat from above (the Poodleboy has quite a temper, you know...) for not being able to "handle you" and are "shooting opinion leaders" (page 474). C) and the cult PRs don't respond to your posts, then they don't consider you to be an "opinion leader", just a lowly wog SP who blindly follows our "opinion leaders" (like most of us are :-) ). Thus ends my series on "Scientology and PR". If you missed any parts, drop me an email and I'll send you a copy. I will also be putting it up on my web pages at: http://starbase.neosoft.com/~dcs/scieno1.html -----BEGIN PGP SIGNATURE----- Version: 2.6.2 iQCVAwUBMNtpR18NLo2vey9NAQEbjwP/ZgpHVOWDZrIpq2XEfQsJuFtE8W1xCsLO zEsmDBqkxWyLMOvg0sDmMdStgeUAJ6kIsNs3GDzSpbrMwXrxaIzgqy1bdrpXAjZA G0ujjMZnYw1XCthJFHSD44UFWtXBkTFUsBDNcQidTfMoGQQ/mvAHJy9cEAOac1w3 fz3h36IS+28= =s2nE -----END PGP SIGNATURE----- -- | David C. Smith - dcs@starbase.neosoft.com - Finger or email for PGP | | Keeper of the Clammer Kill Count Archives: public key. | | http://starbase.neosoft.com/~dcs/dcsclam.html | | "Don't play with the dead, boy. They have eerie powers.." | | SP 4.0, OT 8+, KOX, Clam Enturbulator 1.1beta, ^ - Homer Simpson | | Volunteer Minister for the First Internet Church of SCAMIZDAT |

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