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"3. To apply public relations techniques to solve problems in which the
company's reputation is at stake and to maintain a continuing,
positive
programme of action to secure good will, presenting the company in
all its
aspects to all its audiences by every appropriate means of
communication.
"The executive side of the public relations man's work includes the
company's relations with the press, radio and television; the
production of
many kinds of printed matter, including company reports, house
magazines,
wall charts, brochures and even books; films and film strips;
exhibitions; the
design of company stationery; the way a firm receives its visitors; a
watching
brief on the way it answers its telephone calls, writes its letters,
handles
complaints; its policy on donations to charity and an infinite
variety of items
beyond."
We often hear that we should hire a public relations firm to do all
these things.
The catch is that these firms have a high personnel turnover and new men on
the
"accounts" have to be rebriefed continually.
We have in the past hired contemporary professional PRO men AND THEY
LAID
THE FOUNDATION OF OUR DIFFICULT TIMES WITH PRO ACTIONS.
In Dianetics and Scientology we have gone up against a totalitarian
conspiracy
using "mental health" to control populations. This was not a normal PRO
atmosphere
as encountered by business firms. It began with war where the enemy
controlled all
news media and governments.
We had to be very very good indeed to live through it at all. Our
"public" does
not understand this. They are accustomed to sleek untroubled firms selling
them
"Wheaties the Breakfast of Idiots" or "go Slow gasoline" or "You too can be
insane".
So in Dianetics and Scientology we have a job in PRO which far exceeds
the usual
company demands.
In ordinary PRO actions we have not done too badly in the past. For
instance our
people handling Congresses make the U.S. Democratic Party Convention PROs
look
like rank amateurs.
The enemy has used all available PRO and Intelligence techniques to hold
us back,
and as the enemy also controlled many key government figures, this has been
a very
rough time.
That we are alive at all and expanding shows we have not done too badly.
The
enemy is definitely losing.
The reason for this is INTEGRITY. By and large our people are sincere.
WORD OF MOUTH is a public relations comm line superior to press, radio,
television or Mr. Big.
Radio, press and TV only seek to create "word of mouth". This term means
what
people say to one another.
By standing for what people think is good and opposing what people think
is bad
greatly speeds WORD OF MOUTH.
We will go as far as Dianetics and Scientology work in the hands of
auditors and
no farther.
The enemy, lacking integrity, word of mouth and workable tech has not
won
despite total control of governments, press, radio, TV and all standard PRO
media, plus
financing in terms of billions.
Thus we see that there are three commodities above contemporary PRO
concepts.
These are:
A. INTEGRITY
B. WORD OF MOUTH
C. WORKABILITY AND USEFULNESS OF PRODUCT.