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HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 28 MAY 1971
Remimeo
PR Series 8
TOO LITTLE TOO LATE
The hallmark of bad promotion is "Too Little Too Late."
Probably the most aggravating and most suppressive error that can be
made by those doing promotion or other PR actions is to plan or announce an
event too close to the date for anyone to come.
Typical report, "Only 50 came to the congress. I guess it just wasn't
popular."
An exec hearing this can validly suspect "too little too late" as the
real WHY. He would be 95% right without even querying further.
"When did you announce the July I congress?" Usual true answer: June 25!
"How many mailings were sent?" Usual true answer: 500 "because FR . . ."
"What other promotion was done?" Usual true answer: None.
Reason for only 50 at the congress: "Too little promotion announced too
late for anyone to come."
Often this factor is hidden. Other more dramatic reasons, not the true
WHYs, are advanced. "There was a football match the same date." "We are in
disrepute." "There is an anti-campaign." "The press. . . ." Yap, yap, yap.
All lies. It was just too little promotion too late.
"Nobody showed up for the VIP dinner." The right response to this is,
"When did you send the invitations?" "Well, you see, FP wouldn't give us
any stamps so ...... "WHEN did you send the invitations?" "The same morning
as the dinner was held." "Were they engraved?" "No, we sort of ran them off
on mimeo."
Just why event failures are 95% traced "handled at the last moment
without proper planning and without proper verified addresses and without
enough posh or volume" is itself a mystery.
Undermanned PR section is the most charitable reason.
PR in reality is about 80% preparation of the event and about 20% event.
If the preparation is not planned and prepared fully well in advance of
the event, the events fail.
Off-the-cuff PR is sometimes necessary. But usually made necessary by
lack of foresight and hard work.
There is a rule about this:
THE SUCCESS OF ANY EVENT IS DIRECTLY PROPORTIONAL TO THE
TIMELY PREPARATION.
In other words, poor preparation made too late gives an unsuccessful
event.
401
PR is hard work. But the hard work mostly occurs before there is any
public view of it. The work in the event itself is pie.
You see these beautifully staged affairs, these flawless polished
occurrences. They look so effortless. Well, they LOOK effortless because a
fantastic amount of preparation went into them ahead of time.
A well-attended event is planned and drilled and announced ages ahead of
the occurrence.
Even a mere dinner has to be announced at least a week in advance.
PRs who don't work hard to plan and drill and who don't announce in time
with enough promotion have flops.
So PR flops come from failures to plan, drill, promote enough and in
plenty of time.
Therefore, PR successes are best guaranteed by data gathering, sharp
planning, heavy drilling, timely announcement and adequate promotion.
Even a surprise event has to be handled this way for everyone except
those for whom the surprise is intended.
So gather the data that will guide planning, plan well, program it, do
all the clerical actions necessary, announce it in ample time, drill all
those connected with it heavily until they're flawless and then stage it.
And there you are, a "spontaneous," highly successful event.
Whether it's a protest march, a press conference, a congress, a new
course or dinner for VIPs or even just friends, if it's to be a success,
prepare it and announce it widely in plenty of time.
There was this grave where they buried a failed PR man. And on the
headstone they put, "George Backlog. Too Little, Too Late." They had to
shoot him because he broke the company's leg.
A mediocre event very well-prepared and announced well and in time will
succeed better than the most splendid event done off-the-cuff.
The next time you see empty seats remember and use this PL. Or better
still, do it right in the first place.
L. RON HUBBARD
Founder
LRH:sb.rd.gm Copyright C 1971 by L. Ron Hubbard ALL RIGHTS RESERVED
402
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 30 MAY 1971
Remimeo
PR Series 9
MANNERS
The original procedure developed by Man to oil the machinery of human
relationships was "Good Manners."
Various other terms that describe this procedure are politeness,
decorum, formality, etiquette, form, courtesy, refinement, polish, culture,
civility, courtliness and respect.
Even the most primitive cultures had highly developed rituals of human
relationship. In studying twenty-one different primitive races, which I did
firsthand, I was continually impressed with the formalities which attended
their interpersonal and intertribal and interracial relationships.
Throughout all races, "bad manners" are condemned.
Those with "bad manners" are REJECTED.
Thus the primary technology of public relations was "manners."
Therefore, a public relations man or team that has not drilled and
mastered the manners accepted as "good manners" by those being contacted
will fail. Such a PR man or team may know all the senior PR tech and yet
fail miserably on the sole basis of "exhibiting bad manners."
"Good manners" sum up to (a) granting importance to the other person and
(b) using the two-way communication cycle (as in Dianetics 55!). Whatever
motions or rituals are, these two factors are involved. Thus a PR violating
them will find himself and his program rejected.
Arrogance and force may win dominion and control but will never win
acceptance and respect.
For all his "mental technology" the psychiatrist or psychologist could
never win applause or general goodwill because they are personally (a)
arrogant beyond belief (b) hold others in scathing contempt ("Man is an
animal," "people are all insane," etc.). Born from Bismarck's military
attitude, these subjects have borrowed as well the attitude which made the
Nazis an object of worldwide condemnation. No matter how many people were
maimed or killed, the Nazis would never have dominated the world any more
than their "mental scientists" will ever win over humanity.
They just don't have "good manners"; i.e., they do not (a) consider or
give others a feeling of importance and (b) they are total strangers to a
comm cycle-
SUCCESSFUL PR
All successful PR, then, is built upon the bedrock of good manners, as
these are the first technology developed to ease human relations.
Good manners are much more widely known and respected than PR tech.
Therefore NO PR tech will be successful if this element is omitted.
403
Brushing off "mere guards" as beneath one's notice while one goes after
a contact with their boss can be fatal. Who talks to their boss? These
"mere guards."
Making an appointment and not keeping it, issuing an invitation too late
for it to be accepted, not offering food or a drink, not standing up when a
lady or important man enters, treating one's subordinates like lackeys in
public, raising one's voice harshly in public, interrupting what someone
else is saying to "do something important," not saying thank you or good
night-these are all "bad manners." People who do these or a thousand other
discourtesies are mentally rejected by those with whom they come into
contact.
As PR is basically acceptance then bad manners defeat it utterly.
A successful PR person has to have good manners.
This is not hard. One has to assess his attitude toward others and iron
it out. Are they individually important? One has to have his two-way comm
cycle perfect, so perfect it is so natural that it is never noticed.
Given those two things, a PR can now learn the bits of ritual that go to
make up the procedure that is considered "good manners" in the group with
which he is associating.
Then given PR tech correctly used, one has successful PR.
IMPORTANCE
You have no idea how important people are. There is a reversed ratio-
those at the bottom have a self-importance far greater than those at the
top who are important. A charlady's concept of her own importance is far
greater than that of a successful general manager!
Ignore people at your peril.
Flattery is not very useful, is often suspect, as it does not come from
a sincere belief and the falsity in it is detectable to all but a fool.
A person's importance is made evident to him by showing him respect, or
just by assuring him he is visible and acceptable.
To see and acknowledge the existence of someone is a granting of their
importance.
To know their name and their connections also establishes importance,
Asserting one's own importance is about as acceptable as a dead cat at a
wedding.
People have value and are important. Big or small they are important.
If you know that, you are halfway home with good manners.
Thus PR can occur.
COMMUNICATION
The two-way comm cycle is more important than the content.
The content of the comm, the meaning to be put across to another or
others, is secondary to the fact of a two-way comm cycle.
Comm exists to be replied to or used.
Comm with the comm cycle being in first must exist before it carries any
message.
404
Messages do not travel on no line.
Advertising is always violating this. Buy Beanos! Into the empty air.
Other things must establish the line. And the line must be such as to
obtain an answer, either by use or purchase or reply.
A funny example was a letter writer who without preamble or reason told
people to buy a multi-thousand dollar package without even an explanation
of its use or value. Response zero. No comm line. He was writing to a name
but not really to anyone.
In social intercourse a comm cycle must be established before any
acceptance of the speaker can occur. Then one might get across a message.
Good manners require a two-way comm cycle. This is even true of social
letters and phone calls.
Out of this one gets "telling the hostess good night as one leaves."
One really has to understand the two-way comm cycle to have really good
manners.
Without a two-way comm cycle, PR is pretty poor stuff.
PRIMITIVES
If an American Indian's ritual of conference was so exact and complex,
if a thousand other primitive races had precise social conduct and forms of
address, then it is not too much to ask modern man to have good manners as
well.
But "good manners" are less apparent in our times than they once were.
This comes about because the intermingling of so many races and customs has
tended to destroy the ritual patterns once well-established in the smaller
units.
So one appears to behold a sloppy age of manners.
This is no excuse to have bad manners.
One can have excellent manners by just observing
a. Importance of people
b. Two-way comm cycle
C. Local rituals observed as proper conduct.
These are the first musts of a PR man or woman.
On that foundation can be built an acceptable PR presence that makes PR
succeed.
L. RON HUBBARD
Founder
LRH:nt.rd.gm Copyright @ 1971 by L. Ron Hubbard ALL RIGHTS RESERVED
[Note: Paragraph 4 under the "Communication" section which formerly read
"Comm without the comm cycle being in first must exist before it carries
any message" has been corrected to read "Comm with the comm cycle being in
first must exist before it carries any message."]
405
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 2 JUNE 197 1 R
Remirneo Issue 11
PRO Course REVISED 28 JULY 1983
Checksheet
Div 6 Sec Hats
Dept 16 Hats (Revised to correct typos in the original issue and
to correct the word "average" to read "majority" in
the second last paragraph.)
(Revisions in this type style)
PR Series ]OR
BREAKTHROUGH
PR AND PRODUCTION
TONE SCALE SURVEYS
(Reference: FEBC Tape No. 2
which contains the full text.)
THE LAWS OF PR
THE PRIMARY BARRIER TO PRODUCTION IS HUMAN EMOTION AND REACTION.
PR IS THE SOCIAL TECHNOLOGY OF HANDLING AND CHANGING HUMAN EMOTION AND
REACTION.
A LOW PRODUCTION AREA IS OUT-MORALE BECAUSE IT IS LOW PRODUCTION. IF YOU
CAN NURSE THE AREA UP TO PRODUCTION, YOU HAVE MORALE.
DON'T USE NEGATIVE ARC IN A PR SURVEY. MAKE IT LIGHT SO IT INVOLVES
COMMUNICATION.
To get a PR survey done in an area that is barriered against production,
you begin by writing down three VERY DIRECT questions that you want
answered. One question for each of BE, DO, HAVE.
On a survey of Lower Slobovia central command point, the three direct
questions could be
1. (BE) Do you want this joint to succeed?
2. (DO) Are you personally going to be active in getting this show
on the road?
3. (HAVE) Are you going to directly assist Scientology to acquire
Lower
Slobovia?
Now you translate these into the field of human emotion. Each direct
question is concerned with one or more of A, R and C. You put down by your
direct question what each question is concerned with.
In the example above,
1. is A
2. is A or C
3. is R.
406
You now phrase a question to which you will get a reaction, and that
reaction you get has to be the reaction of the individual to the direct
question, but you get that reaction by asking him a different question
translated into terms of emotion that will give you his reaction willy-
nilly. He can figure his way round the direct question to give you a PR
answer. He cannot help but give you his reaction if you involve his
emotions. The direct question does not involve his emotions so he doesn't
give a reaction you can observe clearly as the reaction to the question.
Having established your BE, DO, HAVE questions and added your
connotations of A, R, C, you can translate the direct question into a
survey question that involves his emotions and gives you his reaction.
The examples above could translate as follows:
I Do you think that increased efficiency in management would bring
about a more desirable organization?
2. Would it be more pleasant working within such a framework?
3. Have you envisioned improvements that would occur in Lower Slobovia
if Scientology were more widely used?
Now you pretest the survey mentally, paying attention to diction and
comprehension, rephrasing to ensure adequate communication without losing
any of the sense of your question, per the art formula.
The surveyor contacts the people to be surveyed, asks his questions and
makes notes of the answers given; he also makes sure he notes the reaction.
He should write down the tone level of the reaction to each question. He
doesn't handle anything-just the question, recording the answer and the
reaction.
Tabulation of the results gives you a majority of reactions on one tone
level.
You can now design your PR campaign on a tone level half or one notch
above that level and be sure to obtain wide agreement, by the rules
contained in Science of Survival.
Thus the barrier of human emotion and reaction is removed.
The duty and function of PR is to remove the barrier of human emotion
and reaction.
You hit at the heart of reaction when you get into human involvement.
You hit at the basic on any production situation when you get into BE,
DO, HAVE.
You hit at his emotion when you address his A, R, C.
So you involve him when you get his emotion and thus his reaction.
You can strip off the verbiage in the survey and its tabulation and get
a numerical answer (tone level figure) for each question.
Different publics can be PRed. Finance publics for example, as well as
production publics-sometimes finance people get into conflicts with
production.
PR is always perfectly okay as long as it is real. If not real, it acts
as a stop. You find the R by establishing if there is a situation to begin
with, surveying to get the tone level, figuring out the majority response
of the group on each question-and design a PR campaign to handle.
407
There is a 1-2-3 not quite figured out in designing the campaign. But
these are the basic concepts of the science of PR. It covers the field of
manipulation of human emotion.
L. RON HUBBARD
Founder
Revision assisted by
LRH Compilations Bureau
CSI:LRH:RCOMPS:iw.gm Adopted as official
Copyright@ 1971, 1983 Church policy by the
by L. Ron Hubbard CHURCH OF SCIENTOLOGY
ALL RIGHTS RESERVED INTERNATIONAL
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 28 JULY 1983
Rernimeo (Flag Order 3094 of 16 Dec. 1971,
Div 6 PRO AREA CONTROL reissued as an HCO PL)
PR Series 10-1
PRO AREA CONTROL
PRO (Public Relations Office) Area (port and town and country) Control
(regulate; start, change and stop from cause point) is the basic action of
the Port Captain's Office (or Div 6 in an org).
Customs, immigration, dockmasters, police, officials, town officials,
inhabitants, country officials, country inhabitants, and the lines and
activities of all these as they affect the ship or org are the subject of
"PRO area control."
The tech of how this is done is found in the book Effective Public
Relations, the PR Series PLs, Flag Orders and Flag Ship Orders. It is a
technology.
The extent of one's PRO area control can be measured at once by counting
up the points one is not controlling from the company or org viewpoint and
the points one IS controlling. This gives you a ratio like three to six or
one-half.
Example: Immigration and customs are NOT doing what we want. Agents,
dockmasters and police are. Thus we have two-thirds effective PRO area
control.
This is poor, showing a one-third failure.
Now the tech to apply is a survey of all five points to find out, let us
say, what they want one to be, what they want one to do, and what they want
to have from one. (See FEBC Tape on PR.)
Then one surveys further to find out what problem they are trying to
solve by having us be, do, have these things.
This puts us at cause because we can now handle their misinformation,
reassure their suspicions and generally increase ARC.
A project to get all required points now known in and followed would now
be done and executed.
Result - PRO area control.
L. RON HUBBARD
Founder
CSI:LRH:iw.gm Adopted as official
Copyright @ 1983 Church policy by the
by L. Ron Hubbard CHURCH OF SCIENTOLOGY
ALL RIGHTS RESERVED INTERNATIONAL
408
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 15 JUNE 1972R
Rernimeo REVISED 24 JANUARY 1983
(Cancels BPL 15 June 72, PR Series 11, PR AREA CONTROL -
THREE GRADES OF PR, which was the wrong issue type. This
issue is from an LRH conference.)
PR Series I I R
PR AREA CONTROL
THREE GRADES OF PR
These are the three grades of PR:
Perfect PR: GOOD WORKS WELL PUBLICIZED.
Inadequate PR: GOOD WORKS WHICH SPEAK FOR THEMSELVES.
Enemy PR: BAD WORKS FALSELY PUBLICIZED.
L. RON HUBBARD
Founder
Extracted from
LRH conference notes by
Diana Hubbard
Adopted as official
Church policy by the
CHURCH OF SCIENTOLOGY
INTERNATIONAL
CSI:LRH:sk.gm Copyright@ 1972, 1983 by L. Ron Hubbard ALL RIGHTS RESERVED
409
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 5 OCTOBER 1971
Remimeo Gdn Office
PR Series 12
PROPAGANDA BY REDEFINITION OF WORDS
A long-term propaganda technique used by socialists (Communists and
Nazis alike) is of interest to PR practitioners. I know of no place it is
mentioned in PR literature. But the data had verbal circulation in
intelligence circles and is in constant current use.
The trick is-WORDS ARE REDEFINED TO MEAN SOMETHING ELSE TO THE ADVANTAGE
OF THE PROPAGANDIST.
A prime example is the word CAPITALIST. Once it meant "one who makes his
income from the interest of loaning money to others." That is still the
definition in economics. Through propaganda redefinition a capitalist
became a person of wealth who invested in business (making him an owner,
not a banker) and currently is someone who exploits others, urges war and
stamps on workers! In short, the word is changing in meaning by the efforts
of those who are trying to own everything in the country under the guise of
being the workers' friend. Totalitarian socialism must eradicate the
private owner in order to grab the property for themselves. Hence, an
intense concentration on redefining the word "capitalist" and "capitalism."
Many instances of this exist. They are not "natural" changes in
language. They are propaganda changes, carefully planned and campaigned in
order to obtain a public-opinion advantage for the group doing the
propaganda.
Given enough repetition of the redefinition, public opinion can be
altered by altering the meaning of a word.
The technique is good or bad depending on the ultimate objective of the
propagandist.
"Psychiatry" and "psychiatrist" are easily redefined to mean "an
antisocial enemy of the people." This takes the kill-crazy psychiatrist off
the preferred list of professions. This is a good use of the technique as
for a century the psychiatrist has been setting an all-time record for
inhumanity to Man.
The redefinition of words is done by associating different emotions and
symbols with the word than were intended.
The American Medical Association and the National Association for Mental
Health in England and South Africa and the "British Psychological
Association" in Australia have been working very hard to redefine
Scientology in the public mind.
Two things occur because of this-the Scientologists are redefining
"doctor," "psychiatry" and "psychology" to mean "undesirable antisocial
elements" and are trying to stabilize the actual meaning of "Scientology."
The AMA has even gotten US dictionaries to redefine "Dianetics" as a
"pseudoscience from science fiction."
Fortunately the public does not respect and is not responding to mass
news media.
410
Mass news media believes it steers public opinion, but in actual fact can
get a reverse effect.
"The capitalistic AMA is seeking to deny the people the benefits of new
discoveries such as Scientology because it would eradicate the great
profits the AMA makes from the psychosomatic illnesses of the people,"
would be a statement reversing the reversal of meaning. One has to find,
pinpoint and denounce the propagandists to make headway against such an
effort of redefinition. One brands the propagandist and blows the effort to
redefine, using a steady, standard PR campaign to do so.
One can also use redefinition by exposing the effort to redefine.
A case in point is the word "psychology."
Webster's International Dictionary of the English Language-1829 defines
"Psychology: A discourse or treatise on the human soul; the doctrine of the
nature and properties of the soul."
Webster's High School Dictionary-1892 "Psychology: The powers and
function of the soul."
Merriam Webster's 3rd International Dictionary-1961 "Psychology: the
science of mind or mental phenomena or activities; the study of the
biological organism (as man) and the physical and social environment."
Somewhere along the way, Man lost his soul!
We pinpoint when and we find Professor Wundt, 1879, being urged by
Bismarck at the period of Germany's greatest militarism, trying to get a
philosophy that will get his soldiers to kill men. And we find Hegel, the
"great" German philosopher, the idol of supersocialists, stressing that WAR
is VITAL to the mental health of people.
Out of this we can redefine modern psychology as a German military
system used to condition men for war and subsidized in American and other
universities at the time the government was having trouble with the draft.
A reasonable discourse on why "they" had to push psychology would of course
be a way of redefining an already redefined word, "psychology."
The way to redefine a word is to get the new definition repeated as
often as possible.
Thus it is necessary to redefine medicine, psychiatry and psychology
downward and define Dianetics and Scientology upwards.
This, so far as words are concerned, is the public-opinion battle for
belief in your definitions, and not those of the opposition.
A consistent, repeated effort is the key to any success with this
technique of propaganda.
One must know how to do it.
L. RON HUBBARD
Founder
LRH:mes.rd.gm Copyright 0 1971 by L. Ron Hubbard ALL RIGHTS RESERVED
411
[Note: The following issues were not written by L. Ron Hubbard and are
therefore not included in this volume.
PR Series 13
BPL 5 Dec. 1971, PR Series 13, HOW TO DO A PR SURVEY has been canceled
and replaced by Scientology Policy Directive 66, PR Series 13, HOW TO DO A
PR SURVEY, dated 27 Dec. 1982.
PR Series 14R
BPL 7 Jan. 1972R, PR Series 14R, CREATING SURVEY QUESTIONS.
PR Series 15R
BPL 25 Jan. 1972R, PR Series 15R, POPULATION SURVEYS.
PR Series 15R-1
BPL 25 Jan. 1972R-1, PR Series 15R-1, AMEND POPULATION SURVEYS.
PR Series 16RA
BPL 13 July 1972R, PR Series 16R, SURVEY BUTTONS AND PROMO, has been
canceled and replaced by Scientology Policy Directive 26, dated 23 Sept.
1982, PR Series 16RA, SURVEY BUTTONS AND PROMO which revises portions of
the text of the BPL.]
412
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 7 AUGUST 1972 REVISED
Remirneo REVISED 9 AUGUST 1972
(Revisions in this type style)
PR Series 17R
PR AND CAUSATION
Public relations is causative. To be effective it must cause something.
PR is essentially a communications subject and follows the communication
formula:
SCIENTOLOGY AXIOM 28
AXIOM 28. COMMUNICATION IS THE CONSIDERATION AND ACTION OF IMPELLING AN
IMPULSE OR PARTICLE FROM SOURCE-POINT ACROSS A DISTANCE TO RECEIPT-
POINT, WITH THE INTENTION OF BRINGING INTO BEING AT THE RECEIPT-POINT A
DUPLICATION AND UNDERSTANDING OF THAT WHICH EMANATED FROM THE SOURCE-
POINT.
The formula of Communication is Cause, Distance, Effect, with Intention,
Attention and Duplication WITH UNDERSTANDING.
The component parts of Communication are Consideration, Intention,
Attention, Cause, Source-point, Distance, Effect, Receipt-point,
Duplication, Understanding, the Velocity of the impulse or particle,
Nothingness or Somethingness. A noncommunication consists of Barriers.
Barriers consist of Space, Interpositions (such as walls and screens of
fast-moving particles), and Time. A communication, by definition, does
not need to be two-way. When a communication is returned, the formula is
repeated, with the receipt-point now becoming a source-point and the
former source-point now becoming a receipt-point.*
SIGNIFICANCE
Public relations deals mainly in significances.
It uses those channels of communication which convey thought. Some of
these channels are the spoken word, word of mouth, TV, radio, cinema,
tapes, pictures, symbols, designs, colors, the written word as represented
in books, signs, advertisements, pamphlets, handouts, newspapers and
various combinations. Any channel which conveys thought overtly or covertly
is a legitimate channel for public relations use.
PERSUASION
The object of PR is persuasion to think, either newly or differently or
to keep on thinking the same way.
Therefore, coercion to think in the way required is done by varying
ideas persuasively.
INTELLIGENCE
When coercion takes the form of blackmail or threat, PR is no longer PR
but has entered the field of intelligence.
413
VIOLENCE
When the persuasion is attempted by threat of mass violence, it has
entered the field of war.
"WHITE" PR
When PR is used for the improvement of things, ideals, conditions or any
promotion of pro-survival factors, it could be called "white PR."
BLACK PR
When PR is used for the destruction of ideals or institutions or repute
of persons, it is called, traditionally, black PR.
CAUSATION
Thus it can be seen that the person undertaking PR must be causative. He
is causing an effect in the field of thought by utilizing the communication
channels that are open to him or that he can develop.
He can assign as his source authoritative persons. He can use
authoritative channels. Or he can make his apparent sources bear more
weight. Use of opinion leaders is a routine mechanism.
He can in many ways, not the least of which is logic, persuade the
acceptance and continuance of thoughts he causes to emanate.
KNOWNNESS
In dealing with products or persons in white PR, the PR person achieves
as his first action knownness. This is done by simply repeating
continuously on as many channels as possible the identity of what he is
representing.
To this basic significance he must attach associated significances that
cause the acceptance and understanding of the basic significance which is
being PRed.
For this he continues to use suitable channels and develops further
channels for his use.
MESSAGE
The thought or significance which the PR person is attempting to convey
is called "the message."
The PR person must clearly understand this message himself in order to
cause its communication in the many varied ways required.
PUBLICS
The receipt points of the message are called "publics."
There are many different publics. These are types or groups who accept
differently from other types or groups.
It is the task of the PR person to study and separate out the different
publics and know what they want or will accept.
It is then his task to couch variations of his message in terms and
forms which will be accepted by a particular public.
414
Unless he knows what to offer each different public, his message will
not be received.
The common tool of the PR in getting to know various publics is SURVEYS.
He has to know the reality, tone and acceptance level of each public he is
trying to reach. And use it for that exact public and no other.
IMAGINATION
As a PR person IS operating at the CAUSE point, he must be able to
IMAGINE.
In other words he has to be able to think creatively and create images.
Without this ability he cannot conceive of various forms of his message
or conceive of his publics.
If he is a type who simply records or writes down only what he sees, he
will not be able to master PR. If he can imagine, he will master PR.
IDEALIZATION
White PR is engaged in IDEALIZATION at all times to a greater or lesser
degree.
The better side of life or persons or dreams or hopes is the subject of
white PR.
This is true even when the truth of the message is a very high level of
betterment or stature. Here the imagination is used to bring the public
chosen into a greater awareness of the ideal.
DEGRADATION
Black PR also uses imagination in order to degrade or vilify or
discredit an existing or fancied image.
MIDDLE GROUND
Common, ordinary, dull statement of the is-ness of things is hardly
classifiable as PR. It is communication of a sort but it is not PR because
it is only attempting to inform; it is not attempting to persuade.
TRUTH
Too glowing an idealization can be punctured when it is a lie.
Too vicious degradation can be exploded when it is a lie.
The only safe ground is to idealize what is already true and when
engaged in black PR to degrade what is already bad.
PERSONALITY
The personality of the PR man tends to determine what kind of PR he will
do (or not do).
But whether handling white PR or black, the successful PR man or woman
must be causative, imaginative, energetic and capable of a lot of fast,
hard work.
The middle-grounders, who, neither bright nor sour, live a dull monotone
and see only what they see, do not make PR people.
Taking or choosing photographs or programs, the true PR personality
moves things, directs things, combines things until he gets the effect he
wants regardless of
415
work. Then he lets it roll. For black PR he will twist things around and
put out lights and tear cloth and move garbage until he gets a suitable
awfulness. And then lets it roll.
The middle-grounder just records or takes what's there and lets it go on-
which is not PR.
His, however, is not a hopeless case. All he has to do is decide to be
causative and capable of PR actions. And then do them with a will!
SCENES
The PR deals in three scenes.
The EXISTING SCENE is what is really there.
In white PR the idealized scene is the way he wants the scene to be
praised by a public.
In black PR the degraded scene is the way he wants the scene to be
condemned by a public.
He can actually raise a scene by idealizing it or degrade a scene by
condemning it. At times he condemns the bad to idealize the good.
He must know all three scenes whatever he is doing with PR. He must have
the scene he wants clearly in view and project it so that it is accepted.
He is lucky when he has a near-ideal scene to idealize or a near-
degraded scene to degrade as then he closely approaches the existing scene
and is dealing in truth with only changes in emphasis.
SPEED
Real PR has to move fast. The moment and timeliness of an action is so
swiftly gone in PR that great speed is required in spotting, developing and
executing an action.
Whether pushing for new ideals or social reform, a PR has to MOVE FAST.
Because it is all a world of thought anyway, the structures put up by
PR, the campaigns developed, the situations seen and handled all
approximate thought velocity rather than the physical universe.
The time it takes to get something done must not continue beyond the
need of the message. If it does, PR has failed.
PR is always seizing the moment and getting in the message. And the
moment has a habit of passing.
Thus, speed in PR is essential.
PR could be called the busiest profession.
The speed of a PR determines how many times he can get his subject known
and thought about and wanted or approved or disapproved.
This is what really measures success in PR: number of times.
Thus those wanting a quiet life should take up something else.
But for excitement, PR has all the pluspoints whether white or black.
416
The world is a PR world today.
And PR is a great and useful subject.
L. RON HUBBARD
Founder
LRH:nt.rd.gm Copyright 0 1972 by L. Ron Hubbard ALL RIGHTS RESERVED
*[Note: Scientology Axiom 28 has since been amended in HCOB 5 Apr. 1973R
(revised 24 Sept. 1980), AXIOM 28 AMENDED. Following is the text of that
HCOB with revisions shown in a different type style.
"COMMUNICATION IS THE CONSIDERATION AND ACTION OF IMPELLING AN IMPULSE OR
PARTICLE FROM SOURCE-POINT ACROSS A DISTANCE TO RECEIPT-POINT, WITH THE
INTENTION OF BRINGING INTO BEING AT THE RECEIPT-POINT A DUPLICATION AND
UNDERSTANDING OF THAT WHICH EMANATED FROM THE SOURCE-POINT.
"The formula of Communication is Cause, Distance, Effect, with Intention,
Attention and Duplication WITH UNDERSTANDING.
7he component parts of the full Communication cycle are
"Observation, Confront, Consideration, Intention, Attention, Cause, Source-
point, Particle or Impulse or Message, Distance, Estimation of Distance,
Control (Start- Change- Continue- Stop), Direction, Time and Timing, the
Velocity of the impulse or particle or message, Vblume, Clarity, Interest,
Impingement, Effect, Receipt-point, Duplication, Answer, Acknowledgement,
Understanding, Nothingness or Somethingness.
"A ~communication consists of Barriers. Barriers consist of Space,
Interpositions (such as walls and screens of fast-moving particles), and
Time. A communication, by definition, does not need to be two-way.
"When a communication is returned, the formula is repeated, with the
receipt-point now becoming a source-point and the former source-point now
becoming a receipt-point.-L. Ron Hubbard"]
417
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 21 NOVEMBER 1972
Remimeo Issue I
All PR Packs
PR Series 18
HOW TO HANDLE BLACK PROPAGANDA
RUMORS AND WHISPERING
CAMPAIGNS
"Black propaganda" (black = bad or derogatory, propaganda = pushing out
statements or ideas) is the term used to destroy reputation or public
belief in persons, companies or nations.
It is a common tool of agencies who are seeking to destroy real or
fancied enemies or seek dominance in some field.
The technique seeks to bring a reputation so low that the person,
company or nation is denied any rights whatever by "general agreement." It
is then possible to destroy the person, company or nation with a minor
attack if the black propaganda itself has not already accomplished this.
Vicious and lying gossip by old women was the earlier form of this
tactic and was so bad that some areas put them in public stocks (neck
yokes) or drove them out of town.
In modern times there is no such check on black propaganda. Difficulties
and costs of libel and slander suits, abuse of press privilege, lay anyone
open to such a campaign.
All one needs is an enemy. And there are few men in history who have
been without enemies.
There are random individuals in the society who do not understand very
much. This is expressed as a sort of malicious glee about things. Such pass
on slanderous rumors very easily. In an illiterate society such people
abound. Since they cannot read, the bulk of knowledge is denied to them.
Since they do not know very many words, much of what is said to them is not
understood.
This is not isolated to the illiterate only.
What they do not understand they substitute for with imaginary things.
Thus such persons not only listen to slander but also corrupt and twist
even it.
Thus a rumor can go through a society that has no basis in truth.
When numbers of such rumors exist and are persistent, one suspects a
"whispering campaign." This is not because people whisper these things but
because like an evil wind it seems to have no source.
Black propaganda makes use of such a willingness to pass on and amplify
falsehoods.
Much black propaganda is of course more bold and appears blatantly in
irresponsible (or covertly controlled) newspapers and radio and television.
418
But even after a bad press story has appeared or a bad radio or TV
broadcast has been given, the "whispering campaign" is counted upon by
black propagandists to carry the slander through the society.
Thus any person, any being, is at risk.
No person, company or nation has totally clean hands. That is left to
the saints. In childhood one stole a few apples, broke a window or two,
dented a fender, went joy-riding in a "borrowed" vehicle or took pennies or
candy bars that weren't his own.
Childhood is quite lawless and the teenage period is often a revolt
against the closer and closer fitting straightjacket of "proper social
conduct." One marries the wrong spouse or goes astray with another in some
incautious moment, or commits various large and small sins of which society
disapproves.
Any of these things tend to make one vulnerable to attack, upon his past
or repute.
A person comes to fear bad things being said about him. In the face of a
whispering campaign, real or imagined, one tends to withdraw, tends to
become less active and reach less.
This is equally true of companies and even nations.
Thus, unless one knows how to handle such an attack, one can in fact be
made quite miserable and ill.
THE ATTACKER
The world is full of madmen.
The basic characteristic of extreme madness is perpetual attack, attacks
on anything, attacks on persons or things which contain no menace.
Extreme, not petty, crime is at the root of such an impulse.
The attacker has an evil purpose in life. He is a thing of death, not
life. And his harvest is a death harvest.
Such a person feels he cannot be safe unless everything else is dead.
His evil purpose takes many forms and expressions. The end product is
the same-death.
Where an attacker has gone too far he is himself then attacked. Long,
bitter quarrels and national wars are alike the to and fro exchange of
violence.
Where an attacker lacks the physical means of destroying others and
where his own purpose would fail if disclosed, the attacks become covert.
He uses word of mouth, press media, any communication channel to spit
his venom. He hides himself as the source; he makes the verbal attack seem
logical or real or proven.
He counts on the utterances being picked up or distorted and passed on
by the more base people in the society.
This is black propaganda. It is intended to reduce a real or imagined
enemy, hurt his income and deny him friends and support.
Companies or associations do this to competitors. The American Medical
Association maintains its multibillion dollar monopoly over sickness by
continuing a long, well-financed black propaganda campaign against anyone
it thinks might threaten their income. The head of their "Department of
Investigation" (as they call their black propaganda department) once said
they just kept it up and kept it up against any rival
419
and one day WHAM! They use press releases, their own members, paid ads,
displays, government connections and speakers, any channel, to release
endless streams of imaginary tales against any imaginary rival. While this
does bring them government support it has brought them deep hatred not only
from rivals but the public at large.
They get back what they put out. They were once wealthy. They are no
longer. Their members dislike them and increasingly doctors belong only to
state medical societies, not the AMA. The individual doctor most often has
good public relations. His main society benefits from this and betrays it.
One day, no AMA. WHAM!
So black propaganda is not something one lightly instigates. For it
recoils on the person who uses it.
Let us see how it recoils.
Too much venom put out stains one with venom.
Too much black propaganda gets attacks in return.
Black propaganda is essentially a fabric of lies. The AMA simply
imagines stories to put out or have put out.
Sooner or later such stories are found not to be true. ONE false story
can destroy the credit of the teller. Now who listens?
Thus a black propaganda campaign is vulnerable. The attacker sooner or
later is attacked-often by many.
But those who have to counter such a campaign need the technology of how
it is handled.
ANY NEWS
There is a natural law at work that unfortunately favors black
propaganda.
WHERE THERE IS NO DATA AVAILABLE PEOPLE WILL INVENT IT.
This is the Law of the Omitted Data.
A vacuum tends to fill itself. Old philosophers said that "nature abhors
a vacuum." Actually the surrounding pressure flows into an area of no
pressure.
It is this way with a person, company or nation.
Hit by lies the person tends to withdraw. This already tends to pull
things in.
The person does not then wish to put out data. He becomes to some degree
a mystery.
To fill that mystery people will invent data.
This is true of persons, companies or nations.
This is where public relations is a necessity.
Essentially public relations is the art of making good works well known.
It is a fatal error to think good works speak for themselves. They do
not. They must be publicized.
Essentially this is what public relations is. And this is why it is-to
fill that vacuum of omitted data.
In the midst of a black propaganda campaign one is denied normal
communication channels. The press media along which the campaign is being
conducted will not
420
run favorable comment. One is mad if he thinks it will as it is serving
other masters that mean to destroy the repute of the target.
"Authoritative" utterances push plain truth out of sight.
Thus public relations people have to be very expert in their technology
when they confront black propaganda.
THE TECH
When one is not fighting a battle against black propaganda, public
relations is easy.
One hires a reporter who gets to work thinking up ideas and turning out
releases. That's why reporters are often thought of as public relations
people which they are not.
In the face of a black propaganda campaign, such releases are twisted,
refused and that is the end of it.
There is far more to the art than this.
These are some of the rules that apply:
1. Fill the vacuum of omitted data with factual data.
2. Prove all false utterances heard are lies.
3. Discredit every rumor encountered.
4. Handle the interest level with any utterance.
5. Carefully study out the scene until the exact source is located.
6. Use the knowledge of source to impede or destroy the source of
black propaganda by noncriminal means.
7. Continue to fill the vacuum of no data with good data using any
channels available.
Each one of these points could well take a book. But understanding them
and using one's initiative, one can fill in a lot of the tech himself.
The variations of each one are endless.
APPLICATION
1. Fill the vacuum.
First of all, cease to withdraw. It is proven conclusively that in
public relations handling of black propaganda, only outflow pays off.
Saying nothing may be noble in a character but it is fatal in public
relations. Yet even "experts" advise it (when they are doing their clients
in).
Blunt denial is crude and can be used against one as a sort of
confirmation.
You don't have to announce or spread a flap and never should. PR men
often make the flap.
But don't interpret this as "silence is necessary." Get in a safe place
and speak up.
Use any channel to speak up. But don't seek channels that will corrupt
what you say in repeating it.
Don't stay on the same subject that you are being attacked on.
An example of speaking up without denying and thus confirming might be
421
STATEMENT. "I read your company went broke last month."
REBUTTAL: "My God. You're telling me! If we hadn't got out of that
contract we really would have gone broke. There was a hell of a row in the
board room. But McLinty won. Scotch to the core. He said, 'I won't sign
it!' Like to have tore the president's head off. Hell of a row. Seems like
we got 80 million buried somewhere and McLinty is in charge of it and he
won't move an inch on it."
The interrogator's conclusion is you're not broke. He's got data. The
vacuum is filled with a story of board rows and 80 million mysterious
reserves.
2. Disprove false data.
The technique of proving utterances false is called "DEAD AGENTING."
It's in the first book of Chinese espionage. When the enemy agent gives
false data, those who believed him but now find it false kill him-or at
least cease to believe him.
So the PR slang for it is "dead agenting."
This consists of disproving utterly the false statement with documents
or demonstration or display.
One has to have a kit (a collection of documents) or the ability to
demonstrate or something to display.
STATEMENT. "I've been told you are in trouble with income tax people-"
REBUTTAL: "Here's a document of fully paid taxes and a letter of
commendation from the tax authorities." Displays same.
Result? Whoever told him that is now dead with him as an accurate
informer.
The best way to dead agent is when the person makes some disprovable
statement, find WHO to fix his mind on it and then produce the rebuttal.
STATEMENT: "I hear you aren't married to the man you're living with."
REBUTTAL: "WHO told you that?"
STATER: "I forget."
REBUTTER: "Well you remember and I'll show you some proof."
STATER: "Well, it was a man...."
REBUTTER: "WHOT'
STATER: "Joe Schmo."
REBUTTER: "Okay. Here's my marriage certificate. Who's the Joe Schmo nut
anyway?"
Now it's Joe Schmo who's the mystery. How come he lies? What's in it for
him?
When one hasn't got the document but can get it, one can say, "You tell
me the name of whoever said that and next time I see you I'll show you
something very interesting about it."
And be sure to get the document and see him again.
Dead agenting has a billion variations. "It won't fly." Fly it. "Place
is empty." Show him it's full.
The subject matter of dead agenting is PROOF in whatever form.
422
You only challenge statements you can prove are false and in any
conversation let the rest slide.
EVERY FRIEND, EVERY OPINION LEADER, EVERY STAFF MEMBER YOU HAVE, SHOULD
BE SUPPLIED WITH A DEAD AGENT PACK CONTAINING PROOFS AGAINST COMMON RUMORS
(AND BROCHURES AND COACHING TO FILL THE VACUUM),
3. Disprove every rumor.
Proving negatives is almost impossible. "How do I know you aren't a CIA
man?" Well, how can one prove that? One can't whip out a KGB badge as that
would be just as bad. No one ever wrote a document, "Bill Till is not a
member of the CIA." Useless. It is a denial. Who'd believe it?
Sometimes "You don't" works.
But the right answer to a negative (no proof) is a "fill the vacuum."
STATEMENT. "How do I know you're not a CIA man?"
REBUTTAL: "Christ, please don't insult me! The CIA tried to hire me
once. Said they'd shoot me if I didn't join up. Cuba it was. I was a sugar
salesman. And Batista was trying to .... etc., etc. See this scar on my
leg? (Pulls up pants.) Batista cop shot me because he thought I was CIA. So
don't bring up painful subjects. (Rubs scar.) (Laugh.)"
But once in a while you can prove a negative. Accused of drug smuggling
one can show he's a member of the antidrug league. The counter in a
negative proof must be creditable.
A million million variations exist in dead agenting.
The basis of it is NOT to be the thing rumored and to be able to prove
it fast.
4. Handle the level.
Handling interest level is basically an exercise in the Tone Scale. (See
Tone Scale Charts of Human Emotion.)
Agreement occurs at the same emotional tone level as the person making
the statement. He buys his facts at that level.
To go half a tone up from his level is to command him within his zone of
reality.
STATEMENT. "It's hopeless trying to believe in anyone. I thought you
people were all right but now I hear you are all hippies. (In a dull
apathy.)"
REBUTTAL: "Oh, oh, oh, who could have told you such a sad lie. (Sob.)"
STATER: "Wouldn't be any use to say."
REBUTTER: "(Sob.) But you've got to say. Oh, I feel so awful."
STATER: "Well, he wouldn't care if I told. It's the local minister."
REBUTTER: "(Sob.) (Kleenex.) What an awful thing to say. Just because we
found him dead drunk and took him home to sleep it off, and he said if we
ever told, he'd say we're hippies."
STATER: "What a sad story. Oh, it's a bad world. How ungrateful."
You go half a tone up. Give him a story, on the subject or not. Like
"(Sob) That's because we lost our instruments. We once were a band and this
nightclub owner wouldn't pay us and we had to sleep in the barn (sob). . .
423
Another one.
STATEMENT: "I hear some bad things about you people. (Covert
hostility.)"
REBUTTAL: "(Anger) Who would DARE say such things?"
Etc.
And story type can be matched in tone.
STATEMENT: "I hear those people stole some rowboats."
REBUTTAL: "Who said so?"
STATER: "The dock master's son."
REBUTTAL: "Oh, him. Gets things wrong. Our rowboat was stolen! With all
the gear in it. We were out fishing and ... say, you don't suppose HE stole
it do you? Did you ever hear of him stealing anything? Has he got a
record?"
Well, this dock master's son will now "have a record" in the stater's
tales. As theft is of interest to him, crime will also be.
5. Carefully study out the scene.
The technology of finding who is shooting is very vast. But the core of
it is FILING.
All PR is expensive in time or money or both. And nowhere is it more
timeconsuming than in locating the source of a black propaganda campaign.
But, to live at all, one has to engage in this search at some time or
other.
One just keeps running down these tales until one locates the source.
There can be more than one apparent source and these can be handled. But
they will at last lead to the real instigator.
One just keeps locating names and filing them, with dates.
At length one name file is very thick. That's your boy-or association or
company or nation.
6. Impede or destroy.
As you have been dead agenting as you looked, the attacks get handled.
The campaign ebbs and flows but actually lessens.
There are thousands of variations on finding the real WHO.
But essentially it is just looking, dead agenting, filing, looking on
and on.
You are, in this whole period, handling.
Once in a while it happens fast.
Now and then the black propagandist packs up and fades away before he is
fully spotted. He becomes aware of the counteraction.
The usual action is a counterpropaganda campaign based on truth.
It is a long-to-find and hard-learned fact that people who engage in
black propaganda have big bursting crimes to hide.
They do not have little crimes. They have BIG ones.
One's own ability to confront evil may be too low to really grasp the
black propagandist's crimes or believe they exist.
424
Such people are often SANCTIMONIOUS hypocrites. They are usually
arrogant and will not parley (have conferences with a foe). They appear so
terribly sure they are RIGHT that it fairly shakes one's confidence that
they could ever do anything wrong.
Thus the black propagandist is not detectable as such in many cases. The
lordly institution, the lofty society, the glittering country are far, far
above such a nasty psychotic trick as a studied, financed, expertly run
campaign of vicious lies.
Thus they are believed. Or their servants are believed. And their
campaigns can be very effective.
But this makes them hard to suspect or detect. And it makes it hard to
get anything bad about them believed.
But under all this are real crimes. Not stealing apples or pinching
pennies as a child. Real crimes like extortion, blackmail, embezzlement and
mass murder are sitting in their closets. Believe that. For in the course
of your counterattack you may despair of ever finding anything.
But you will find it.
A lofty railroad-but secretly murdering anyone who opposed their land
grabs. A minister of high renown-but a secret member of and taking orders
from a murder mob. The biggest and "most respected" union leader in the
country-but a numbered agent of a foreign intelligence service dedicated to
destroying the country's fuel capacity and defeating its president!
And each of these engaged in and never was suspected of black propaganda
campaigns that ruined many lives.
Bad guys tend to get rid of good guys. Sometimes for what they consider
good reasons, sometimes for imagined reasons, sometimes because the bad guy
just can't stand a decent, bright person.
But there is no real truth in the bad guys always cause their own
downfall. It may come, but it may be far too late to save the reputation or
even life of the person being attacked by hidden campaigns.
Therefore it is vital to handle the matter. One can't just hope it will
all go away. It won't. It will get disastrous to the degree that it is not
handled.
The less handling, the more disastrous.
There is another hard-won truth.
ONLY COUNTERATTACK HANDLES.
The fact is that just going on PRing oneself does not remove the effects
of the campaign, and all too soon one no longer has communication lines
left in order to handle anything since reputation is so destroyed no one
will listen and no lines remain.
One has to fill the vacuum of the counterpropagandist's evil deeds. As
these are never exposed to view, there is a vacuum there.
Another strange thing is that press will print attacks. Maybe this will
no longer be true in some enlightened age. But in this era, good attacks or
fights between things will get print space.
But press is very far from the only channel of communication.
Governments do believe the press and think it is public opinion. A
newspaper can be a fortress of some black propagandist. But a people often
believes little it reads.
There are opinion leaders, there are letters, there is word of mouth.
These are also channels of communication and really far more powerful than
the press.
425
There is also friendly press. But a friendly-talking reporter is often
the most suspect. He was so nice in the interview, so vicious in his
article.
Statements one makes can be curved. "She had a birthday party" becomes
"The delinquents in her circle gathered yesterday for a sex orgy and
pretended to the police it was a birthday party. No one was jailed."
The brand of black propaganda is very easy to see in writing twists.
So it takes time and work to reverse an attack because normal channels
have to be reopened and reversed.
It is done by attacks.
But attacks which are not true earn suits. So one must attack only on
proven ground.
This requires a lot of hard search.
However, a black propagandist often has many other enemies. These have
sometimes gathered data.
The principles are that when the subterminals are located, they are
investigated and counterattacked. Then further investigation reveals closer
terminals to the propagandist and these are attacked. In short, one
investigates and attacks.
Always be ready to parley-that is, have a conference and settle it. The
arrogance of the black propagandist often forbids this. And when it does,
it means longer and harder work and, if well done, his downfall.
In any event, the attack is a long cycle, a complex cycle and often an
expensive cycle. It consists of investigate and attack.
But remember, one must attack once he has any idea of the identity of
the black propagandist or even his subterminals.
There is no other way out.
Any other course is death.
7. Continue to fill the vacuum.
Continuous good works and effective release of material about one's good
works is vital especially in a black propaganda war.
One cannot just fight.
You are in effect advertising the other fellow when you expose him
repeatedly. This gives you a new sort of vacuum. One becomes known as the
fellow or company or nation that attacks _. But who really is this fellow
or company or nation?
Pamphlets, brochures, press releases, one's own newspaper and magazine,
one's own contacts with opinion leaders, these and many more, must be
supplied with A COMPREHENSIBLE IDENTITY OF SELF.
Distributing or using these, one publicizes one's own good works.
And one must also do good works. One can't just dedicate his life to
eradicating the enemy, even when that is tempting.
On the other hand, within the dictates of safety, one cannot hide
continuously. One must, through his good works and actions at least, be
visible.
So a continual, truthful and artful torrent of public relations pieces
must occur.
426
Then one day there is no enemy.
And one's repute is high.
There may be other attacks but now one can handle them as small fires
and not as a whole burning forest.
WHAT IS BLACK PROPAGANDA?
You can see that black propaganda is a covert attack on the reputation
of a person, company or nation, using slander and lies in order to weaken
or destroy.
Defense presupposes that the target is not that bad.
One does not have to be perfect to withstand such an attack, but it
helps.
But even if one were perfect it would be no defense. Almost all the
saints in history have been subjected to such attacks. And most of them
died of it.
The answer is PR TECHNOLOGY SKILLFULLY APPLIED.
To be skillful in anything, one has to know it and be experienced in it
and DO it.
As weary a task as it may seem to some, as heartbreaking as it can be,
one still has to fight. And fight with tools and technology and dedication
superior to that of the enemy.
But progressing and getting small gains, small penetrations, small
little skirmishes and battles, one at length comes up to victory after
victory and at last wins the whole war.
One is saved.
L. RON HUBBARD
Founder
LRH:Idm.sb.nt.rd.gm Copyright @ 1972 by L. Ron Hubbard ALL RIGHTS RESERVED
427
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF I APRIL 1982
Remimeo
(Cancels and Replaces
BPL 12 Jan. 73, Reiss. 29.6.75,
same title.)
PR Series 19R
THE SAFE POINT
(In late 1972, the Founder gave a briefing on the subject of PR area
control to CS PR Area Control* and LRH Personal Communicator. This policy
letter is compiled from notes on the briefing.)
R ef.-
HCO PL 21 Nov. 72 1 PR Series 18
HOW TO HANDLE BLACK PROPAGANDA
Under "Application" of Rule I (Fill the vacuum) of PR Series 18, the
instruction is given: "Get in a safe place and speak up."
It is necessary of course to have a safe place to get into, from which
one can in safety speak up.
One cannot defend himself in a point that has no defenses.
Without some consideration of security in the first place, any attempt
at PR area control is folly.
Thus the safe point takes consideration over active defense.
One can be in the situation of attempting to sell and deliver a product
or service and suddenly find it necessary to defend himself in the same
place from attack. The attack can make the point dangerous to such a degree
it becomes impossible to deliver from. One might even be forced to act from
a totally hidden point.
Thus the safe point takes consideration over active defense but takes
even greater consideration over delivery operations.
Where possible, PR area control makes the point safe for the production
activity, before any production occurs.
Sometimes funds are lacking to expand over a long period on a non-
incomeproducing PR area control operation. In this case one is forced into
production to make money.
Whenever it is necessary to go into delivery operations without the
prior step of making the safe point, a special unit must be set up and run
at full steam to make a safe point and gain viable PR area control over all
publics in the area.
428
PREPARING THE SAFE POINT
You cannot operate without a base to operate from. You cannot deliver
without somewhere to deliver it. You cannot sell what you cannot deliver.
The optimum action is to send a PR area control team to the area you
want to operate in, and have it establish PR area control first.
A new group or company should be established first as a safe point and
then as an operating point.
There is a formula here just a hair lower than Non-Existence: "Find a
point from which to put out a comm line."
The PR area control action in a new area can go so far as to create in
the area a whole past and future track for the activity being established.
It can make it sound old-established, stable, reliable, expert, productive,
and with continuing expansion before it-when the delivery activity arrives
and gets into operation.
Everything that accompanies an actual delivering unit is put there.
Except the delivery. With established PR area control, delivery is put in,
without a ripple, and it is all perfectly natural and acceptable.
BASIC ESSENTIALS
The most important action to undertake when going about making a safe
point is to carefully and painstakingly find out who exactly are the top
dogs in the area in financial and political circles, and their associates
and connections, and to what each one is hostile.
A handful of allies with impressive sounding titles and positions is not
enough. Viability depends on having all areas and persons who could affect
or influence the operation under PR control. Most important are the groups
who survey out to be the key, real powers in an area. These persons may or
may not be those who occupy high political or social positions. They may or
may not be the titular heads of large economic concerns. Research and
survey alone can determine this.
One must learn carefully his Ps and Qs with regard to these people and
take care not to step on their toes. Otherwise one can get tromped on hard,
and will. This data must be learned and USED.
Without a safe point established as above, it is a waste of time to rush
into dealings with a government or to promise them anything. It is too easy
to step on hostile toes and to arouse suspicion of you or make you
difficult to account for. Build your PR area control on a well-researched,
surveyed and solid gradient.
To maintain your safe point when you have started delivery, it is vital
that you be able to detect the SP-PTS character on your delivery lines and
HANDLE him, be he high or low in station, and get him out of the road. One
such person acting against you in the midst of your safe point can
undermine it totally.
One of the reasons for this is that violations of study tech in a
person's education can turn him into a seething mass of BPC. This is very
easily stirred up by an SP or PTS, and at the slightest chance he will do
so. A whole class can explode like a powder keg, and with it the safety of
your delivery point and its whole PR area control.
Thus SP-PTS tech is a basic tool of PR area control for the operating
activity.
Delivery of excellent results is of course a vital necessity in any
activity, no matter what the degree of PR area control, once it is
established.
429
Follow this procedure to make a safe point and the Rules of PR Series 18
to make it safer.
But make it safefirst.
L. RON HUBBARD
Founder
Assisted by
LRH Pers Comm
Adopted as official
Church policy by the
CHURCH OF SCIENTOLOGY
INTERNATIONAL
CSI:LRH:KU:bk.gm Copyright C 1972, 1973, 1975, 1982 by L. Ron Hubbard ALL
RIGHTS RESERVED
*[Note: CS PR Area Control = The post of Commodore's Staff Aide for Public
Relations Area Control]
PR Series 19-1
[Note: PR Series 19-1 is a limited issue and will be found in hats and
training materials to which it applies.]
430
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 26 FEBRUARY 1974
Rernimeo
PR Series 20
THE UNTRAINED PR
An untrained PR will do at least two wrong things:
1. He will waste events and materials and
2. He will not only not handle existing
situations, he will create new ones.
PR is a real technology. Until he studies it, a person may not realize
it.
Therefore people who are "in PR" must be called and must sign themselves
I/T until such time as they have studied the full approved text and done
the most recent PL full PR checksheet and its practical and have had some
apprenticeship.
Life is rather hard for the trained PR who has to work with the very
untrained as he is likely to be kept busy correcting or creating new
materials that are then wasted and handling stupid situations generated in
the name of PR.
The real pro has a right to insist that anyone on his lines "helping" or
"assisting" or holding PR posts GET TRAINED. That they put their seat on a
student chair and do the course thoroughly,
It is easier to do this than to be worked half to death without getting
PR products out of juniors.
This applies to Public Div Secretaries, Port Captains, PR Officers,
photographers, artists, magazine editors and make-up people and anyone
directly concerned with PR.
GET TRAINED!
L. RON HUBBARD
Founder
LRH:ntm.ts.gm Copyright @ 1974 by L. Ron Hubbard ALL RIGHTS RESERVED
431
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 27 FEBRUARY 1974
Remimeo
PR Series 21
WASTED PLANNING
It too often occurs in PR that the planning of several capers (PR events
or actions) comes to nothing.
This can be the planning of four hard news (events rather than
statements) stories or six future issues of a magazine.
The trained PR outlines it all quite plainly.
Then the debacle.
In execution by untrained juniors, the four hard news stories become one
and the one is presented badly in the wrong place. The six magazine issues
become one handout.
Why?
Well, it's Data Series No. 1, "The Anatomy of Thought," HCO PL 26 April
1970.
It is also in Book One, Dianetics: The Modern Science of Mental Health:
A = A = A.
The junior conceives things as identical which are in fact only similar
or even very different.
It might not be realized by the trained PR that people are sometimes
incapable of differentiating.
To the untrained and aberrated "helper," the capers are all alike even
though one displays a burning building and another the birth of twins; the
magazine layouts were all identical to each other even though one was for
winter complete with Santa Claus and snow and another was full of bathing
beauties and sunburn.
Instead of going purple about it, the right answer is to point out
simple differences to the "helper" so that he spreads out his tendency to
identify everything with everything.
If you do this well, you will get understanding cooperation in most
cases.
L. RON HUBBARD
Founder
LRH:ntm.ts.gm Copyright 0 1974 by L. Ron Hubbard ALL RIGHTS RESERVED
PR Series 22
[Note: PR Series 22 is a limited issue and will be found in hats and
training materials to which it applies.]
432
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 18 MARCH 1974
Remimeo
PR Series 23
THE PRESS BOOK
A professional PR who has a "client" always at once constructs a display
book. And he keeps it added to and up-to-date.
IT IS VITAL THAT THIS BOOK BE CREATED AT ONCE.
The book is used to get interviews, bookings, press.
Usually it is a loose-leaf big fancy clipping scrapbook.
Such a book begins with an acceptable story of the group creation which
is factual and contains itself PR.
There follow press cuttings including photos as in the press. Such press
sections go on and on in the book as new press occurs so other data is
sandwiched in between expanses of press.
Radio and TV appointments or plays are noted or clipped from papers and
posted in.
Display photos of the group exist in different locations.
Group members are individually photographed and a short PR biography
(quotable gimmicks) is included for each member. This is material a
reporter or interviewer would pick up and use for human interest.
Awards, plaques, are photographed well and included.
What they do is described.
In the case of a music group, a cassette player and a sample tape are
part of the kit-a piece that shows audience participation.
Several full packs of photos, duplication quality, one of each
displayed, are included in the kit. This is so no one tears photos from the
book.
Real handbills and posters are posted in as they occur.
Such a book is a responsibility of any professional PR. A pro never
operates without one. He also keeps it up-to-date as a routine action,
putting new photos and clippings in it as a day-to-day part of his admin.
The book is not created in two or three months. It is knocked together
fast and then gradually built fully.
It is of tremendous use and gets bookings and interviews with speed.
That it is fat is a big recommendation in itself.
Usually it and its packs are kept in an attach6 case big enough to hold
the works.
433
No professional PR or booking agent or advance man is ever without a
display book telling of and selling his client.
A group's popularity and usefulness depend as much upon doing the usual
steps (such as a display book) of PR and booking as they do upon the
performance itself.
PR is defined as GOOD WORKS WELL PUBLICIZED.
The first public one contacts is usually the person in charge of
programs.
This book is what you PR him with. If you win there, you are in and have
a comm line to the broader public.
Thus a PR or booking man without a good effective display book is liable
to miss selling the person who has the key to the door!
So be sure to make and have such a book!
L. RON HUBBARD
Founder
LRH:ams.ts.gm Copyright C) 1974 by L. Ron Hubbard ALL RIGHTS RESERVED
PR Series 24
[Note: PR Series 24 is a limited issue and will be found in hats and
training materials to which it applies.]
434
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 27 OCTOBER 1974
Remimeo
PR Series 25
SAFE GROUND
1. NEVER SAY OR PUBLISH ANYTHING YOU CANNOT PROVE OR DOCUMENT.
2. ALWAYS DOCUMENT THE TRUTH TO OPPOSE LIES
These two rules are a PR's safe ground.
Violating them can bring on catastrophe!
About the most trouble that can be caused by violations of rule one is
to tell several versions of a tale that then by their own contradiction
bring about the collapse of creditability.
On the second rule, letting any lie remain disproven can be a fatal
course. Dead agenting-as this is called-is a VITAL PR function.
THE ART OF PR
The art of PR consists of how the truth is told and how the lie is
disproven.
PR is not a dry-as-dust activity. One could follow the above two rules
in a variety of moods.
Truth can be revealed in an enhancing way, a dull way, a derogatory way.
Lies can be disproven spectacularly or dully or in a derogatory fashion.
The imagination of the good PR is wholly exercised only in how he is
doing rules one and two.
A very bad and dangerous PR exercises his imagination in inventing the
"truth" and the disproof of lies. In this way he erects a structure any
baby can topple over.
There is NO limit to the amount of imagination a PR can use PROVIDING he
does not violate the above two rules.
If this seems a contradiction, let us examine examples.
Statement about the PR's subject by PR: "He drives." "He is a good
driver." 66 He is a fantastic driver." Proof. He wins or has won a road
rally. The imagination of the PR is employed in the mood of his statement
and in his device to prove. Reversely, he has the proof already, so he can
make the statement.
A foolish PR, in violation of rule one, says: "He is a world-champion
driver." The fact is, he had his license revoked for bad eyesight! What a
picnic an enemy could have with that!
A lie example would be an enemy statement: "He can't drive." The DA
would be showing his 20-year membership in the AAA and a safe driving
award.
435
A violation of rule two would be a PR hearing an enemy statement "He
can't drive" and letting it go by! Or, hearing "He is a reckless driver,"
showing a news clipping of his subject winning a speed rally!
Imagination plays its role in overall image planning and then selecting
what can be proven easily and then building it up.
Also imagination plays its role in rule two in leading a hostile person
into uttering lies which can be wiped out by the DA book in the PR's lap
simply by opening it. And then opening another display that shows the
hostile person had lost seven suits for libel and slander he has uttered
against others!
There are other ways of applying imagination to rule two. One would be
to let half a dozen hostile statements one cannot easily disprove pass (in
one debate or article) and leap all over the seventh which can be
documented as false and then winding the whole scene into a hurricane
around that seventh!
But whatever you do, do NOT violate the two basic rules ever, for that
is the road to PR disaster.
PR does not quite follow (as intelligence work does) the rules of
warfare. Deception is NOT a legitimate PR action.
The road to power in PR must be built on a highroad of truth.
L. RON HUBBARD
Founder
LRH:nt.gm Copyright a 1974 by L. Ron Hubbard ALL RIGHTS RESERVED
436
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 30 MARCH 1975
Rernimeo
PR Series 26
PR AND INFORMATION
PR brings things to the notice of a public.
In order to do that, the PR himself has to notice things.
There is no "ivory tower" in PR.
One has to know what is going on.
To do that a PR has to be on info lines and has to know accurately (not
by gossip, which is a public's action).
In writing a release or furnishing a campaign, a PR has to do his
homework. He can't rely on guesses or faking the data if he is to succeed.
Information, collection of, on any subject is a first-step must in any
PR action.
This includes surveys. But there are other sources of info than surveys.
He notices things and handles.
He finds out the data before he acts.
The PR has to be the person in the know.
L. RON HUBBARD
Founder
LRH:nt.gm Copyright 0 1975 by L. Ron Hubbard ALL RIGHTS RESERVED
437
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 9 JUNE 1975
PR Series 27
THE ENEMY LINE
When there is a concerted short or long-term campaign going on against
someone or something from a single or multiple source, there has been a
black PR agreement as to what to say about that someone or something.
Some worked-out and agreed-upon entheta is concocted.
The enemy's PRs, media outlets and front groups are given exact
statements to make.
There is a maxim in PR or advertising that A MESSAGE MUST BE REPEATED
OVER AND OVER TO IMPINGE ON A GIVEN PUBLIC. This is found in advertising as
"brand name exposure." In general PR work it is used to get a client's name
repeated over and over. Even in intelligence the same principle is used:
they have the same report appear in several places at once. This convinces
the opposition of its "truth."
An enemy group usually originates several carefully worked-out entheta
statements. You can always trace these as being a planned campaign by
someone because the same perverted statements appear at widely separated
points.
Example: Glutz Biscuits is monopolizing the market. The Weevil Biscuit
Company PRs decide to attack Glutz Biscuits and get more of the market. At
a meeting, Weevil's PRs decide upon "Twelve Glutz Biscuit employees were
hospitalized for rabies." To make press on this they get Gussie Mug to get
a job at Glutz, pop some soap in her mouth and get carted off for a rabies
test. Gussie's "mother" calls the president of Glutz and confesses Gussie
had scratched another employee. The Glutz president has several employees
checked for rabies. Weevil PRs tip off the press. The result is a tiny
local item "several Glutz employees were tested for rabies after another
employee was hospitalized." Two-line filler. But Weevil PRs now go to town.
A citizen's committee angrily condemns Glutz for unhygienic actions. The
Health Ministry and local city inspectors are called in and Glutz packages
are suspended in stores.
All Weevil Biscuit distributors and salesmen are given the tip-off and
clippings. They each are heard to say, "Too bad about Glutz-they had rabies
develop in their plant and it has been shut down by the Health Ministry."
Glutz PRs now deny that the plant is shut down and say that there was
only one case of rabies. The idiots.
Glutz staggers into a ten million dollar loss,
Their error? They FORWARDED AN ENEMY COMMUNICATION LINE.
Glutz could have DAed and should have whenever the subject came up. But
never brought it up!
And Glutz PRs should have (a) gotten Gussie to confess it was done by
Weevil, (b) promptly done a campaign on Weevil, and (c) instructed their
own network to say (a
438
new arranged line) "Did you hear about Weevil trying to buy out Glutz
yesterday? What these guys will do for a takeover!"
NEVER FORWARD AN ENEMY CAMPAIGN ON YOUR OWN OR OTHER LINES!
Don't deny rumors for that is what they want you to do.
HAVE A BETTER CAMPAIGN THAN THEY HAVE AND FORWARD IT!
Examples of enemy-planned statements re Scientology:
1. "People who should have professional help go to them!" (Truth is, those
who started this kill people with their "professional help.") Answer:
Expose the source as murderous.
2. "Hubbard is a science fiction writer." (This is not too bad as people
respect science fiction writers. But it is false. Hubbard only wrote
1,000,000 words of science fiction over a short period and wrote 14,000,000
words on other things. They plug "fiction" to connect it to Scientology.
Subtly clever.) A countercampaign might be (the truth) "Hubbard's books on
Dianetics and Scientology sell more copies than any other writer about the
mind. Every Psychology course today tries to include Hubbard's work."
3. "Hubbard is not allowed to enter England." (The truth is that this was
rigged while Hubbard was not in England and is based on no offenses of any
kind, a purely PR action.) A counteraction: Hubbard is a popular member in
a score of English clubs and professional societies."
The enemy line is now very ineffective. It has put itself in the same
situation as the Weevil Biscuit Company! It is wide open to attack in every
quarter and it opened the door by opening an attack.
Don't be a Glutz PR.
NEVER FORWARD AN ENEMY CAMPAIGN ON YOUR OWN LINES!
THE ONLY ANSWER TO A CAMPAIGN IS A CAMPAIGN OF YOUR OWN.
L. RON HUBBARD
Founder
LRH:Idv.gm Copyright Q 1975 by L. Ron Hubbard ALL RIGHTS RESERVED
439
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 23 MARCH 1982
Remirneo
(CANCELS AND REPLACES
BPL 12 JULY 1976
Corr. and Reiss. 20.8.76,
same title, as BPL was
the wrong issue type.)
PR Series 28R
A REFINED DEFINITION OF PR
(Extracted and quoted from
LRH Tape 710IC18 SO FEBC-2
PR BECOMES A SUBJECT.)
"In the field of PR 'Good Works Well Publicized' is one of the
definitions which they (PR men) give in a textbook on the subject. That's
supposed to be the perfect definition of PR. It couldn't be further from
the truth. EFFECTIVE CAUSE WELL DEMONSTRATED. You see, they need a few
little refinements.
"Then you can make forward progress."
L. RON HUBBARD
Founder
Assisted by
Joann Milan
Compilations Exec Manager
Adopted as official
Church policy by the
CHURCH OF SCIENTOLOGY
INTERNATIONAL
CSI:LRH:JM:bk.gm Copyright a 1971, 1976, 1982 by L. Ron Hubbard ALL RIGHTS
RESERVED
PR Series 29R
[Note: PR Series 29R is a limited issue and will be found in hats and
training materials to which it applies.]
440
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 30 JANUARY 1979
PRs CORRECTED AND REISSUED 9 FEBRUARY 1979
Marketing Pers RESTORED 28 JULY 1983
Copywriters
Artists
Designers
Lecturers
Div 6 (Cancels HCO PL 30 Jan. 1979R, revised 16 June
1980, POSITIONING, PHILOSOPHIC THEORY.
That issue was illegally revised by another. The
original LRH version issued on 30 Jan. 1979 was
reissued 9 Feb. 1979 to correct the address in
the second paragraph. That original version is
hereby restored.)
Marketing Series 5
PR Series 30
POSITIONING. PHILOSOPHIC THEORY
Although Madison Avenue has used "POSITIONING" for some years, it has
not fully understood the actual philosophical background that makes
"POSITIONING" work.
There is an excellent booklet called The Positioning Era put out by Ries
Capiello Colwell, Inc., 1212 Avenue of the Americas, New York, N.Y. 10036.
Copies of it are probably available from the company or the Marketing
Bureau on Flag or Publications Organization US. It is an excellent booklet.
It does not, however, give the philosophical background which, probably, is
not generally known. Probably it was never discovered. I had to work it out
myself.
Buckminster Fuller, an engineer and architect of some renown, says that
it is a two-terminal universe. In other words, the universe is built by
twos.
In electricity you have heard of two "poles"-the positive and the
negative. You only get movement or generated energy in the presence of two
poles. That is the principle of the electric motor, why current flows from
one point to another point and so forth. There are four possible
arrangements of these two poles: they are positivenegative, positive-
positive, negative- negative and negative-positive.
In the reactive bank a positive and a negative, when occurring together,
tend to bring about a stuck point in time. You sometimes see this in a
marriage where the husband is jolly and carefree and the wife is sad and
morose. One wonders why these people would ever stay together. The fact of
the case is, due to reactivity of the mind, they can't do anything else.
Despite propaganda that "one should live for oneself alone," the fact is
that it is very difficult and most disappointing to do so. Life really
can't be lived on the first dynamic alone. If you don't believe it go on
out in space 300 miles and sit there for a while, you won't like it. You'd
be calling Houston every few minutes.
441
In any event, one could say that life was at least a two-pole activity.
Actually, it is not only always just two but certainly it doesn't go along
well with just one and goes best with several, ask any popular person.
Fast communication is most easily done by comparisons. When one asks
"What is the book like?", he really is not trying to get you to describe
the book. He means that he wants some comparison. He will be happiest with
the answer if he is told that it is like another book with which he is
familiar. It would take you a lot longer and involve you in a lot more
arguments if you just tried to describe the book to him instead of
comparing.
"What does it taste like?" is satisfactorily answered, "Like candy."
That, if it has some shadow of truth and accuracy, is a perfectly
satisfactory answer to the other person.
So we get a law which is this:
THE UNFAMILIAR IS RAPIDLY INTRODUCED OR COMMUNICATED BY COMPARING IT TO A
FAMILIAR.
Joe knows nothing about practice boxing gloves and there are none there
to show him and he will be fairly satisfied if he is given a familiar
object, pillows, to compare them to.
Thus, one can achieve a very rapid communication by observing the following
law:
ONE CAN ACHIEVE THE APPARENCY OF FAMILIARITY, EVEN WHEN THE PERSON HE IS
COMMUNICATING TO HAS NO KNOWL, EDGE OF THE SUBJECT OF COMMUNICATION, WHEN
HE ASSOCIATES IT IN THE MIND OF THE OTHER WITH SOMETHING WITH WHICH THE
OTHER IS FAMILIAR.
Positioning takes advantage of a fact that one can compare the thing he
is trying to get the other person to understand with desirable or
undesirable objects. Desirable objects are now more commonly used in
advertising. Undesirable objects are more commonly used in propaganda. By
comparing this unfamiliar thing or the thing he wants to sell to another
desirable object or by comparing something he wants people to detest to an
undesirable thing, he can achieve a rapid communication and comparison.
Further advantage is taken of the fact that one can position above a
familiar object, with a familiar object, below a familiar object, at, to,
against and away from a familiar object. This opens the door to an
opportunity to establish an opinion of the thing one is seeking to
communicate. You might call it an "instant" opinion.
For example, we know that an astronaut is a familiar, highly regarded
being. Thus, we position a product above, with, below, at, to, against or
away from an astronaut.
We know that people think angels are good, sweet and kind, so we
position another something above, with, below, at, to, against or away from
angels.
We know people loathe psychiatry, so we communicate something as being
loathsome as saying it is below (worse than) psychiatry. We could also make
people think something was good by saying it was against psychiatry, bad
because it would bring them to psychiatry, or awful because it used
psychiatrists (like the tax people).
442
A common use of positioning in advertising is to take a product which,
by reason of advertising, is familiar to the public and is regarded by them
as the leader in the field and then positioning a new, untried, unfamiliar
product above it, with it, or just below it. Thus the new product gains a
sudden spurt in sales by being compared to the leader.
In fact, in the field of advertising this has been the primary use of
positioning, probably because no one had carried the idea back to a point
of formulating the actual laws of it and thus broadening its use. They
thought in advertising, evidently, that the basic theory of it was the
"pecking order of hens" which means that the whole barnyard is usually
found to have a top hen and a bottom hen and they peck each other in that
order.
Apparently, from talking to ad guys, they thought that by putting their
products in the pecking order against the top product they made their
product higher or just with or just below the top hen. That's what the
advertising people get for associating with such "experts" as
psychologists.
POSITIONING can be seen to have far, far broader uses than "cola" and
"uncola" ads when you study the above basic PL data. The horizon becomes
very, very vast and all around because with it you can attain fast
communication about the unfamiliar and can formulate "instant opinion."
When used in advertising, posters, write-ups, PR, propaganda, or any one
of many activities, forceful and effective positioning requires certain
requisites:
1. The selection and identification of the public or person one is
trying to cause to have an instant opinion, desire or repugnance.
2. Work out whether you are trying to do a good or bad relationship to
the familiar object you will find and what kind of an opinion, desire or
repugnance.
3. Survey that public with questions which do not even mention the thing
you are eventually going to use the survey for to find what they consider
wonderful, popular, useful, etc., etc., or awful, terrible, etc., etc. You
can survey for attitudes, objects, professions or anything else you have
chosen that will even dimly compare with something you are going to use the
survey to push.
4. From the majority answer of this survey, choose an object,
profession, attitude, etc.. etc., that they think is great or awful or
whatever.
5. Get a bright idea of how to compare the thing you were trying to
communicate to the familiar object, attitude, profession, etc., that they
all firmly have an opinion on.
Do as many other surveys as you like of this same public you are trying
to reach to get their attitudes in general or attitudes about what you
found or even their general likes and dislikes, vocabulary, habits of
dress, etc., so you can write copy and draw pictures that seem to be them
or what they would say or do.
Do your drawings and write your copy.
If you have been clever, you will succeed in communicating forcefully
and effectively and instantly at a glance something that was very
unfamiliar to them previously.
All the other rules of copywriting, art and design, impingement, etc.,
are dovetailed into this to make more of it.
443
By doing a lot of practice with this and drill, drill, drill, drill and
getting experienced with it, you will suddenly find yourself able to use
this in PR, advertising, marketing, and communication in general with an
impact that will be very effective and very startling.
L. RON HUBBARD
Founder
Adopted as official
Church policy by the
CHURCH OF SCIENTOLOGY
INTERNATIONAL
CSI:LRH:iw.gm Copyright 0 1979, 1983 by L. Ron Hubbard ALL RIGHTS RESERVED
444
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 7 FEBRUARY 1979R
Remimeo REVISED 3 SEPTEMBER 1979
(Revisions in this type style)
(References updated and reissued as part of
Marketing Series, 3 September 1979.)
Marketing Series 7
PR Series 31R
THE BASICS OF MARKETING
There are certain stable data anyone engaged in marketing or preparing
the materials for marketing should memorize so that he can think with them.
These are not just stable data which one uses to qualify whether or not a
marketing thing is okay; these are the stable data from which a marketing
person, or anyone connected with the development of marketing, use to
create the products related to marketing such as fliers, ads, info sheets,
material for salesmen, posters, etc., etc. Memorize the basic data given
below and be familiar and able to work with the material contained in
parentheses after them so that you can think with these stable data.
0. Be a professional in anything you do.
1. Survey for the public and then survey that public with regard to any
product. (HCO PL 2 Jun. 71 11, PR Series 10, BREAKTHROUGH-PR AND
PRODUCTION-TONE SCALE SURVEY; HCO PL I Jan. 77RA, Rev. 29 Aug. 79,
Marketing Series 3, PR Series 33R, MARKETING HAT, HCO PL 12 Nov. 69,
APPEARANCES AND PRO; HCO PL 13 Aug. 70 11, PR Series 2, THE MISSING
INGREDIENT, HCO PL 13 Aug. 70 111, PR Series 3, WRONG PUBLICS; HCO PL 23
Nov. 69, INDIVIDUALS VS. GROUPS, and any other survey tech.)
2. Do your homework. (Study the market, competitors, field, publics,
etc.)
3. Be fully familiar with the propaganda line of PR or public image your
company is currently following.
4. Know your product.
5. Establish and use a positioning for every product. (HCO PL 30 Jan.
79, Reissued 30 Aug. 79, Marketing Series 5, PR Series 30, POSITIONING,
PHILOSOPHIC THEORY.)
6. Impinge! (Applies to graphic design, campaign ideas, anything else.)
7. Be alive! (Don't compose dead downgrades.)
8. Direct people's attention. (This applies to graphic design, wording
of ads, placement of ads, color choices, ideas, capers and stunts.)
9. Make material aesthetic. (Know how to use geometric design, color
wheels, color depth perception, layout, etc.)
445
10. Be clean. clear-cut, comprehensible. (Don't be complex and muddy.)
It. Use come-on. (In advertising you never tell all you know, just tell
people how they can get it or find it.) (See HCO PL 25 Jun. 78, Reissued
31 Aug. 79, Marketing Series 6, PR Series 32, COME-ON DISSEMINATION.)
12. Create want!
L. RON HUBBARD
Founder
LRH:dv.lrjk.gal.gm Copyright 0 1979 by L. Ron Hubbard ALL RIGHTS RESERVED
446
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 25 JUNE 1978
Org Staffs REISSUED 31 AUGUST 1979
Div 6s
Registrars (BPL of 25 June 1978 now issued as
FSMs
Missions an HCO PL under same date and title.)
Groups
(Reissued 31 August 1979 as part of
the Marketing Series.)
Marketing Series 6
PR Series 32
COME-ON DISSEMINATION
A recent look at dissemination revealed the following data:
DISSEMINATION BY MEANS OF PURVEYING A LITTLE PIECE OR SEVERAL LITTLE
PIECES OF TECH (to answer questions, show how a person's problem could
be handled, show how the mind works, etc.) ENDS THE CYCLE AND TERMINATES
THE REACH.
DISSEMINATION BY MEANS OF "COME-ON" STRENGTHENS THE REACH AND LITERALLY
PULLS THE PERSON IN.
COME-ON
Come-on is defined by Ron as follows:
"A thetan is a mystery sandwich. If we tell him there is something to
know and don't tell him what it is we will zip people into Div 6 and on
into the org." (LRH)
So in using come-on, one simply does the above. You either have or you
create interest in your prospects-then you channel them along. Their own
curiosity will pull them along the channel, providing you created the
correct mystery in the first place.
You channel by indicating where and how to get the data-never just GIVE
the data. And one can keep on doing this to a person-shuttle them along
using mystery. Dept 17 services especially should be geared to this, one
service ending in some mystery that only the next Div 6 (or better yet, Div
4) service will solve. One can also put this type of come-on promotion in
books one sells so the person buying the book is put into mystery and
doesn't just end on a win by reading that one book alone.
END-OFF
Reach gets blunted or terminated once a person gets his question
answered, the solution to his problem, etc. Purveying random and little
pieces of tech to a prospect and the public at large does just this. This
is end-off dissemination.
Thus one should gear one's dissemination to the come-on and keep the
prospect's appetite for knowledge and mystery well stimulated and channel
the person right along so that he will and does become an actual
Scientologist.
In our case, the curiosity restimulated eventually will be fully
answered and to the person's complete advantage. When he is given a mere
scrap of information, he has
447
been denied the full data, gains and technology which will be his if he
attains the benefits of major services.
DEFINITIONS
"MYSTERY- the glue that sticks thetans to things." (Dianetics and
Scientology Technical Dictionary).
"MYSTERY SANDWICH: 1. the principle of mystery is, of course, this: the
only way anybody gets stuck to anything is by a mystery sandwich. A person
cannot be connected to his body, but he can have a mystery between him and
his body which will connect him. You have to understand this thing about
the mystery sandwich. It's two pieces of bread, one of which represents the
body and one of which represents the thetan, and the two pieces of bread
are pulled together by a mystery. They are kept together by a volition to
know the mystery. (PAB 66) 2. a thetan stuck to anything is, of course,
just a mystery sandwich. Thetan, mystery, object-mystery sandwich. (SH Spec
48, 6108C31)" (Dianetics and Scientology Technical Dictionary).
COME-ON: (noun) "something offered as an inducement" (Webster's New
World Dictionary). "something offered to attract or allure; enticement;
inducement" (World Book Dictionary).
SUMMARY
Imbue your prospects and the public at large with a thirst to find out.
Mystery, not little scraps of data, will be found to be the biggest
puller.
L. RON HUBBARD
Founder
Assisted by
Suzette Hubbard
for the
BOARDS OF DIRECTORS
of the CHURCHES OF SCIENTOLOGY
BDCS:LRH:SH:drjk.gal.gm Copyright 0 1978, 1979 by L. Ron Hubbard ALL RIGHTS
RESERVED
448
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF I JANUARY 1977RA
Remimeo REVISED 29 AUGUST 1979
(Revisions in this type style)
(Re-revised 29 August 1979 to include Marketing Purpose and
reissued as part of the Marketing Series.)
Marketing Series 3
PR Series 33R
MARKETING HAT
The Marketing Bureau motto is CREATE WANT!
The PURPOSE of marketing is to CREATE WANT and to SELL SOMETHING.
That includes selling something that can be delivered.
The keynotes of any marketing action are
1. Search around and find what there is to sell. Get very full lists.
2. Pick one item.
3. Find out all about it.
4. Find any past history of it or any similar item in sales.
5. Survey the item on a variety of publics to find out
a. Which public will buy it
b. What that public wants, needs or would demand
C. Any past surveys on it or a similar item
d.Do a positioning survey per HCO PL 30 Jan. 1979, Reissued 30 Aug.
1979, Marketing Series 5, PR Series 30, POSITIONING, PHILOSOPHIC
THEORY
6R. A. Use the survey results to position (particularly 5d).
B. Use the remaining survey results to write the copy, keeping in
mind that your positioning dominates it.
7R. Write a sales campaign including what want it fulfills (by survey)
and what the key buttons are for that public chosen (by survey). Include
fliers, info sheets, ads, material for salesmen of it, order forms. Use
graphic design which forwards the positioning and use the positioning in
the surveys in all issues regarding the campaign. "The Basics of
Marketing Stable Data" has to be applied heavily at this point to all
issues, ads and campaigns. (See HCO PL 7 Feb. 1979R, Rev. 3 Sept 1979,
Marketing Series 7, PR Series 31R, THE BASICS OF MARKETING.)
8. Design or get designed and laid out the items in the sales campaign.
9. Get them printed (or placed, when ads) according to the design.
449
10. Write a full program for the item's release whether new or old.
11. Assure a supply of the item can be gotten for selling at the points
it will be sold.
12. Release the campaign.
13. Adjust and handle any bugs in any points above.
14. Arrange a continuation of the campaign so that it is not just a "one-
shot" action but will go on and on, such as distribution and continued
issue of the literature.
15. Keep a visible record of the successes of the campaign week to week
and be prepared to correct, review or restart the campaign whenever it
falters.
16. While working on the above, during the wait periods, pick another
item and go through all steps for it as above.
17. Keep each item's checklist (as per this PL) in a folder for that item
which contains all marketing actions. All pertinent papers, work and
work copies to be filed in this folder with all results as they continue
to come in.
18. Review folders from time to time to evaluate them and restart them or
reinforce them.
19. Do not leave any stone unturned to find old or new items that could
be marketed.
20. Do not fall for needing new items only or pushing only the new and
realize that volume selling of everything you have is the way to market
successfully, and that you have to keep on selling anything in order to
get a large constant gross.
21. Be a high-volume success!
L. RON HUBBARD
Founder
for the
BOARDS OF DIRECTORS of the CHURCHES OF SCIENTOLOGY
BDCS: LRH:lfjk.gal.gm Copyright C) 1977, 1979 by L. Ron Hubbard ALL RIGHTS
RESERVED
450
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 20 AUGUST 1979
Rernimeo
Marketing Series I
PR Series 34
DIANETICS AND SCIENTOLOGY ARE NEW
People who have been in Dianetics and Scientology for years see it as a
way of life. They accept it.
But to listen to them you'd think Dianetics and Scientology had been
around for the last 50 billion years at least!
They have lost their viewpoint of the newness of Dianetics and
Scientology.
They do not realize that Dianetics and Scientology are new news to the
bulk of the world's population.
They do not realize that the oldest Dianetics or Scientology books are
brand new books to the bulk of humanity!
Before 1949 Man's knowledge of himself, the spirit and the mind was a
black barbarism. Look over the psychology, psychiatric and religious texts
of the '30s and '40s. Man could not change. He was a degraded animal. The
way you applied therapy was dreams or drugs, ice picks and ice baths.
Only Dianetics and Scientology began the road out of that witch pit.
But the witch pit is still there for almost all the world!
Because Scientologists number millions, Scientologists do not look at
the billions to whom Dianetics and Scientology are BRAND NEW!
Those billions are still in the witch pit. They are still boiling.
Dianetics and Scientology are NEW NEWS.
We are the only road out.
Just because YOU are making it is no reason the world will. (If you
aren't making it in auditing, if you are a "failed case," get yourself a
repair-Scientology is the only approach ever developed that repairs itself
too! And that is also new news!)
Let them in on the new news!
Cultures change slowly. It took centuries for Man to realize that
slavery was wrong and could be changed. Cultures don't shift overnight.
So write and act like you have new news.
Recover your viewpoint by comparing what you now know to what they still
don't know in even "modern" institutions.
You have new news. And Dianetics and Scientology are good news. In fact,
the best news Man has ever had. Don't sit on it!
L. RON HUBBARD
Founder
LRH:ab.gal.gm Copyright C 1979 by L. Ron Hubbard ALL RIGHTS RESERVED
451
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF I SEPTEMBER 1979
Rernimeo
Marketing Series 2
PR Series 35
MARKETING, PROMOTION AND DISSEMINATION
DEFINED
MARKETING: The conceiving and packaging and the moving of a specific
product into public hands. It means to prepare and take to and place on
the market in such a way as to obtain maximum potential and recompense.
PR OMO TION.- To make something well known and well thought of. In our
activities it means to send something out that will cause people to
respond either in person or by their written order or reply to the end
of applying Dianetics or Scientology service to or through the person or
selling Dianetics or Scientology commodities, all to the benefit of the
person and the solvency of the org.
Promotion is the art of offering what will be responded to. It consists
only of what to offer and how to offer it that will be responded to.
By promotion in a Scientology organization we mean reach the public and
create want.
DISSEMINATION: Spreading or scattering broadly. By dissemination in a
Scientology organization we mean making broadly known the materials,
services and results of Dianetics and Scientology through books,
promotional material, letters, films or other media or activities,
including word of mouth.
L. RON HUBBARD
Founder
LRH:nc.gm Copyright 0 1979 by L. Ron Hubbard ALL RIGHTS RESERVED
452
HUBBARD COMMUNICATIO
Saint Hill Manor, East Grinstez
HCO POLICY LETTER OF 2 SEP
Rernimeo
All Staff
Marketing Hats
Dirs Prorno
PRs
Div 6 Marketing Series 4
PR Series 36
SURVEYS ARE THE KEY TO STATS
(From LRH ED 161 INT, 18 Dec. 1971, same title.)
References:
HCO PL 13 Aug. 70 PR Series 2
Issue 11 THE MISSING INGREDIENT
HCO PL 13 Aug. 70 PR Series 3
Issue III WRONG PUBLICS
HCO PL 27 Nov. 71 Executive Series 3
MONEY
HCO PL 3 Dec. 71 Executive Series 4
EXCHANGE
HCO PL 2 Jun. 71 PR Series 10
Issue 11 BREAKTHROUGH, PR AND PRODUCTION,
TONE SCALE SURVEYS
HCOB 25Sept.71RB TONE SCALE IN FULL
HCOB 26 Oct. 70 OBNOSIS AND THE TONE SCALE
We can do too much.
By just flying ruds on people we could cure what often passes as
insanity.
By Word Clearing we could change the whole educational picture.
We could handle the whole problem of psychosomatic (mentally caused)
physical illness.
We could lower industrial absenteeism from illness.
We are the only people who can cure drugs.
We could do a thousand other things with our tech.
That makes us unbelievable. Nobody on the whole track could ever do
these things.
So when we broadly offer everything we can do, it is too much.
SURVEYS
To find out what people want or will accept or will believe, one does
SURVEYS.
HCO PL 2 June 71, Issue 11, PR Series 10, BREAKTHROUGH, PR AND
PRODUCTION, TONE SCALE SURVEYS, tells you how to phrase survey questions.
It is not hard to do surveys.
453
When you have one done, the data should be USED. The real fault in doing
surveys is not using the result in promotion.
EXCHANGE
You and your org are involved in exchanging valuables for valuables.
You offer a valuable service in return for valuable money.
(See HCO PL 27 Nov. 71, Executive Series 3, MONEY and HCO PL 3 Dec. 71,
Executive Series 4, EXCHANGE for further information on what exchange is.)
So in surveying, you are in actual fact seeking to know WHAT SERVICE
THAT YOU CAN DO WILL PEOPLE CONSIDER VALUABLE ENOUGH TO GIVE MONEY OR
VALUABLES FOR.
STATS
When you have this answer, you have the answer to prosperity stats.
PROMOTION
Promo done without survey, magazine ads without survey, flyers without
survey, you are going it blind.
It's pathetic to realize that you might be within an eighth of an inch
of the right offering without making it. Sort of like digging two feet away
from the gold vein and getting an empty hole when you could have a million
dollar mine.
Working without surveys, you could spend thousands a month on promotion
and lose it all.
Or working WITH surveys, you could spend hundreds on promotion and make
hundreds of thousands.
It all depends on knowing how to do surveys, doing them, really
tabulating the results and USING what you find.
INVOICES
You can even do a survey out of invoices. You can see what book sells
best lately and then look into the book to see what it seems to promise and
then promote that; you do that and you'd increase your delivery volume.
Or you could find the popular book by invoices, find who'd bought it and
survey the buyers as to what they would consider valuable in it and promote
that service, and you'd increase delivery sales.
You could review invoices to tabulate what part of the town or state
your customers came from and saturate (fill up) the area with promo and
increase your delivery sales.
You could see by invoice survey what they bought and do a flyer on that
and use that flyer to saturate that area.
Invoices are very useful. It is a must to set up an invoice-counting
project to see what to put in the next bulk mailing.
SUCCESS STORIES
Taking all back success stories, particularly from an affluent period,
and finding out what the people were most appreciative about and then
converting that to a training or processing offer and using it for promo is
a vital action. Not to quote the
454
success stories-we do that and it's fine. But to SURVEY the success stories
to find out what to offer.
EXAMINER REPORTS
A survey of past Examiner Reports for exam comments after certain
specific actions or courses have been completed is very revealing.
This gives you what you can offer with confidence.
It gives you a promotion base on which to build a campaign.
PAST PROMOTION
One also surveys past promotion. What gave the largest percent of
response?
Promo which returned 11% or 16% is phenomenal.
You judge the accuracy of"your survey by the success of the promo based
upon it. If the success is not great you resurvey.
SATURATION
When you are serving only the same people all the time, you can hit a
saturation point (all filled up) by never offering their next action.
This next action requires a survey.
And new people must be fed in.
An example is an AO that got fat selling OT VII to old customers and
neglected promotion to get new customers and eventually saw its stats begin
to sink.
So surveys of old customers and new customers have to be done and each
promoted to.
Thus, you have different PUBLICS which have to be surveyed. In this case
"old public" and "new public." Each requires a different survey and a
different survey action and different promotion.
TOTAL EFFECT
Desperation often leads one to try for a TOTAL EFFECT. (See Effect
Scales in HCOB 18 Sept. 67, corrected 4 Apr. 74, "Scales," and in the book
Scientology 0-8.)
One has sometimes seen a student trying to push home a full Dianetics
Course in fifteen minutes to his non-Scientology friends.
His R is wrong. He sometimes doesn't even get an ack in exchange!
If, perhaps, he demonstrated a Touch Assist expertly, explaining body
comm, they would look on him as a wizard!
Some student can make his whole audience depart by talking about past
lives and OT states when if he explained that people often led sad lives
after a family member died he might have an awed audience.
But to be sure how to have an awed audience, even the student would have
to 66survey" a little bit. He'd have to ask them what they wanted handled
or something and then talk about that. In that way he would be certain of
attention.
A student or an org can get desperate and try for a total effect by
telling or
455
offering everything they know-and fly right out of the reality of their
audience.
MISSION
You as a Scientologist have a certain mission toward the world,
It is not a very civilized world.
You can bring it friendliness, peace and understanding.
How do you find an entrance point into this unfriendliness and lack of
love?
The answer is surveys.
Hereinafter, issue authority must be given only when promotion can cite
what survey it has based this upon.
Survey, lack of, is the weak link in all promotion.
To better your stats you must get this in.
Failure to survey can cost you thousands in ineffective promo and tens
of thousands in lost stats.
So the word is
SURVEY!
KNOW BEFORE YOU PROMOTE!
L. RON HUBBARD
Founder
LRH:nc.gm Copyright C) 1979 by L. Ron Hubbard ALL RIGHTS RESERVED
456
HUBBARD COMMUNICATIONS OFFI
Saint Hill Manor, East Grinstead, Susse
HCO POLICY LETTER OF 4 SEPTEMBE
Remirneo
Marketing
Personnel
Copywriters
Artists
Designers Marketing Series 8
Div 2 PR Series 37
Div 6
Lecturers
PR MORE ON MARKETING BASICS
The duty of marketing is to make sure that something gets marketed in
such a way that it will be wanted and delivered. To accomplish that, one
needs to know his marketing basics.
PRODUCT AVAILABILITY
Marketing is supposed to create want and demand, but it is fatal to
create want and demand where no delivery is going to occur.
Marketing is also supposed to engage in and result in some sort of
exchange. Another way of saying "we deliver what we promise" would be, for
marketing purposes, 66we promise and promote what we can deliver."
A created demand which then cannot be fulfilled results in ARC breaks
with, further, the time, effort and money put into that marketing action
down the drain. Also, in such a case, as far as the public goes, the
credibility of any future marketing done is apt to suffer.
Thus, one markets WHAT IS THERE RIGHT NOW IN EXISTENCE THAT CAN BE
DELIVERED. And the marketing of a NEW item must be dovetailed with the
actual release and availability of the new item for delivery.
In this way we reap a whirlwind of business, the public gets delivered
to and the created demand gets fulfilled.
TWO VITAL MARKETING DATA:
REALITY ON THE PRODUCT/REALITY ON THE PUBLIC
There are two important data which must be used in marketing. When these
are not applied, the result is a marketing piece which does not communicate
to the public it was intended for, and therefore the promotion is worthless
and a waste of money.
These data are
1. TO GIVE ANY READER REALITY ON AN ITEM, THE COPYWRITER HIMSELF HAS TO
HAVE REALITY ON THE ITEM.
2. TO COMMUNICATE TO AN AUDIENCE, YOU HAVE TO HAVE A REALITY ON THE
AUDIENCE AS TO WHERE THEY ARE AT AND WHAT THEY ALREADY KNOW OR DON'T
KNOW.
Applied, these two data are the basics on which any successful marketing
campaign, small or large, is built. If one knows the product and knows his
audience, the remainder of the actions necessary to bring the two together
become relatively easy.
THE MARKETING CYCLE
Probably some marketing failures result from a false datum that to
market is synonymous with directly selling to the customer. That is a wrong
concept and woefully incomplete.
Marketing includes all actions from before the beginning of the
production right
457
on through to its use by the customer and its word-of-mouth promotion by
the public. Your first step is you've got to have a product to market that
will market. And you have to groom that product up so you can market it.
From the first moment a product is conceived, much less produced,
marketing has to be in there with surveys to establish the design and use
of the product, and it carries on through at every stage to make sure that
it will eventually sell and get good word-of-mouth promotion.
Advertising enters into it. The basis of advertising is: you have to
attract, you have to interest, and you can then get your message across.
It's in that sequence.
Another part of marketing is distribution planning. Without a plan to
get the promotion and the product distributed to those points where the
promo will be used and the product sold and consumed, you can't market.
And there is one more step in marketing that you have to take, which is
the standard step of PR. You have to review your marketing program and your
issues and your promo and find out if they were put to use. Did the issues
and promo ever arrive? Did the promo ever get printed? Was it actually
used? And what was the response to it?
A completed marketing cycle would always include such a follow-up. The
success of an existing marketing campaign or the success of the next
marketing campaign would depend upon it.
SHOTGUN MARKETING
"Shotgun marketing" is marketing without any concentration on the actual
marketing of any one individual product. Pushing everything all at once
scatters the audience attention and weakens the impact of the individual
items.
Cure yourself of sending all your materials out in a wad as it is a
fatal failure. It is only the amateur in PR and marketing who sends out
everything he has or has ever heard of in a single shot and thus winds up
selling nothing.
On the professional side, one sends materials out piece by piece to
arouse and stimulate interest. When interest is stimulated one gets
response.
So just don't indulge in shotgun marketing. And don't allow yourself to
be talked into it for whatever reason.
Release your materials strategically.
That's part of effective marketing and it's what brings about sales.
As a stable datum, the most attacked and suppressed line in any org or
management unit is promo and marketing and one has to know his business to
spot it and halt it before it does him in. Were we able to clean out just
this one factor in management in every org, we'd have a boom, just like
that!
A large part of handling this factor lies simply in both marketing and
management terminals understanding marketing and its basics. From there
it's a fairly short step to getting the marketing basics applied.
That's really all it takes to produce a boom.
L. RON HUBBARD
Founder
LRH:nc.gm Copyright 0 1979 by L. Ron Hubbard ALL RIGHTS RESERVED
458
HUBBARD COMMUNICATIO
Saint Hill Manor, East Grinste
HCO POLICY LETTER OF 5 SEP
Rernimeo
Marketing
Personnel
Copywriters
Artists
Designers
Layout
Printers Marketing Series 9
Div 2
Div 6 PR Series 38
THE ASSEMBLY LINE FOR PRODUCED PROMO
A few years back I found, in a study of the flow lines of promo, that it
was very difficult to get a line to move from idea stage to a disseminated
piece of promotion.
DESIGN OMISSION
A study of the graphic arts textbooks on layout being used revealed that
they began their org boards and flow lines in the print shop! That's
several notches down the line in the production of effective promo. Omitted
was the vital step of design.
The textbooks were a printer's idea of the world and, being printers,
they would not really know much about the source of copy or ideas. The book
misdefined "dummy" as "rough layout" and misdefined "rough layout" as full
design and layout. And that was the text being used. As a result, when
requests were made for promo pieces, the reply was, "Well, give us the
dummy," and when the dummy came, it was, "This isn't the layout."
You can't start making columns of printing (galleys) without somebody
doing a design and dummy. And you can't do a "rough layout" or any layout
at all unless you have a design of what the piece is trying to look like.
But there was no design step in the assembly line. Instead the printer
was being asked to put together a "layout" when he hadn't a clue of what
the person ordering the piece was trying to present. The result of that
could only be hackneyed (trite), badlooking promo as there was no real
design-just type columns and photos.
Design is quite a subject; one I happen to know more about than
printing, I'm afraid. So to see it omitted in texts explained all. The
result, no matter how hard the printer worked, would be apt to be
ineffective.
Once the real bug and omission was spotted, it was not difficult to get
the missing vital functions added in and org boarded correctly to
straighten out the scene.
We now have a correct and complete assembly line for produced promo
which permits a flow to occur from idea onward.
459
ASSEMBLY LINE FOR PRODUCED PROMO
IDEA
I
2. WORDS - DUMMY - ART
P T S
3. DESIGN
4. OUGH LAYOUT
5. TYPESETTI
6. ASSEMBLY, PASTE-UP
PREPARATION
SHOOTING BOARDS
7. PROCESS CAMERA WORK
8. PLATEMAKI
9. PRESS WORK
10. FINISHING, CUTTING,
FOLDING, BINDING
-7-
TO ORDER
12. STRIBUTI
460
DEFINITIONS OF PROMO ASSEMBLY LINE FUNCTIONS
The following definitions correctly describe the functions at each step
of the promo assembly line.
IDEA: A concept or notion of something to be done; a plan of action;
intention.
DUMMY.- A scrap paper expression of the idea. Includes in the same package
the written materials or words (called copy), all surveys used,
captions, photos and art work.
DESIGN: The artful format that will interest and lead the viewer to
involvement in and finally desire to act (to attain, to meet a
challenge, to acquire, to achieve, etc.).
ROUGH LAYOUT- The precisely measured pages, spaces, type, croppings, laid
out with great mechanical accuracy so that typesetting can begin and
separation negatives or blocks that will fit can be made.
TYPESETTING: The act, art or process of setting type for printing.
SHOOTING BOARD LAYOUT- (Includes assembly, paste-up, preparation.)
Theexact, final arrangement and execution of each page, its type, art
and pictures and page arrangement in signatures, ready for the process
camera (or in letter press, the press).
CAMERA WORK: Where plates are made and photos or art plates are made. This
has a branch line, in color, which comes just before it, of making color
separation negatives.
PLATEMAKING: The process of making a thin, flat piece of metal or plastic
called a plate, upon which a picture or a page of type is engraved.
PRESS WORK: This is the actual printing.
FINISHING: That which completes or gives a finished appearance to any kind
of work. It includes the cutting, collation, folding and binding,
stapling or stitching of the printed sheets, to make a finished product.
CUTTING: The trimming or separating of the printed sheets to the specified
size.
COLLATION: This is assembly of the printed sheets.
FOLDING: This is doubling or bending the sheets over to the specified form
and size, if they are designed to be folded, or if they are to be folded
for mailing. It is done by machine or by hand.
STAPLING OR STITCHING: This fastens the sheets together.
BINDING: This fastens the sheets together into a cover (if one is to be
used).
PACKAGING: This envelopes or boxes the material.
SHIPPING: This gets the product off to destination.
While many substeps may occur, these are the main steps. Each has its
own tech.
If the above steps of dummy, design and rough layout are confused with
one another or are tried out of sequence, the final product cannot occur,
and if by some bungling does happen, it will be an overt product.
Printers and graphic arts texts hint at a mysterious upper world called
"commercial advertising firms." This is as close as they get to mentioning
DESIGN as noted above.
461
Graphic arts texts confuse "dummy" and "rough layout." As a result, the
industry is in a spin most of the time, as you may have noticed.
The only place the above assembly line backs up is when "rough layout"
cannot execute the design due to limitations, inadequate facilities or
errors. This requires liaison between these two to iron it all out.
Ignoring or misapplying these flow lines will give you poor promo or, at
best, make it hard to get promo out.
The line tangles AT THE TOP THREE POINTS below "idea" unless these are
well understood and done exactly in this sequence.
If the DESIGN definition is understood and well used, promo will be
effective.
HCOB 30 August 1965, ART and HCOB 29 July 1973, ART, MORE ABOUT are
vital if one is going to do promotion. They regulate the first three steps
of this line.
L. RON HUBBARD
Founder
LRH:gal.gm Copyright C) 1979 by L. Ron Hubbard ALL RIGHTS RESERVED
462
~k
HUBBARD COMMUNICATIOTS
Saint Hill Manor, East Grinstea
HCO POLICY LETTER OF 6 SEPT
Rernimeo
Marketing
Personnel
Copywriters
Artists
Designers Marketing Series 10
Layout Artists PR Series 39
THE RELATIONSHIP BETWEEN DESIGN AND ROUGH LAYOUT
What you're trying to get down the line is a product.
You've got the idea for a promo piece expressed in the dummy and you're
trying to take it from design (the artful format that will interest and
involve the viewer and stimulate him to act) into a precise rough layout
(the precisely measured parts of the piece laid out with mechanical
accuracy).
And right here between these two-design and rough layout-your product
could hang up and bog or get hopelessly bungled if the difference between
these two actions and their relationship to each other is not fully
understood.
DESIGN
The Purpose of Design
To do a rough layout or any layout at all, you must begin with design,
and the guiding line there is HCOB 29 July 1973, ART, MORE ABOUT.
What you're trying to do with the design of a layout throughout is
A. ATTRACT
B. INTEREST
C. DELIVER THE MESSAGE.
If you use the communication formula, you get an extension of this.
Some people abandon art for the message; others abandon any message for
what they believe to be art. But if you double it-apply ATTRACT-INTEREST-
MESSAGE and the comm formula to the layout as a whole-and then redouble it-
apply ATTRACT-INTEREST-MESSAGE and the comm formula to the message
itselfyou get a double punch of impingement.
You want a design that, in itself, communicates-a design that talks. It
requires the use of art forms.
Art Forms - Design Basics
The art forms we're talking about here are shapes or objects.
A keyhole, for example, is an art form. Different shapes, different
sizes of keyholes, convey different things. Circles, squares, triangles,
etc.-these are all art forms.
There is a simple drill one can do, using art forms, to grasp the basic
idea of design. Take ovals, squares, rectangles, circles. Throw down
certain shapes on an open
463
page of a brochure on each page and you get a specific design. Is it
pleasing? Not pleasing? Dramatic? Not dramatic? What is the effect?
Do this again and again, using the various shapes or combinations of
them. You can play around with this until you get the full feel of design
basics.
Beyond this, one can experiment (but not on the final product!) with
different formats, different sizes, horizontals, verticals, different sizes
of photos and backgrounds in color or not, textures and two dimensions
giving the impression of textures, as well as background designs.
The possibilities are many and one should feel at home with a wide range
of them and how they align and integrate, or not. with the rules of
standard composition.
Composition and the "Eye Trail"
When we talk about composition, we are talking about how you dispose of
the objects in a picture or design, not how you draw one object.
Composition is how you arrange or group the objects or shapes.
There are certain stable composition lines and there are dynamic lines.
There are various types of mood lines. These must be used. They are part of
standard composition, and they have everything to do with design.
In composition you are working not only with the mood of the piece but
with the EYE TRAIL. The EYE TRAIL is vital in the layout of a design.
The eye must go somewhere-i.e., start at the top and follow down. Where
it starts and where it goes is called the eye trail. And right here you get
into the basic formula of ATTRACT-INTEREST-MESSAGE. The eye trail should
lead one-pull one-involuntarily through ATTRACT-INTEREST-MESSAGE.
You can have a design which, by itself, is so irritating that it forbids
reading it-it defeats the message. If you don't believe it, look at some
pictures in cubism. Cubism is a dead art, by the way. But why did it die?
Well, it specialized in irritating pictures, jagged, angry pictures,
confused pictures. If the layout is ragged, the eye does not follow down
easily.
The actual design will deliver an emotional impact. In other words, your
design can be such as to prevent the piece from being read or deliver the
wrong emotional impact for that piece, and therefore all the money and the
work and all the ideas and all the think that went into it is totally
defeated.
Take squares. You put squares in the wrong place and have the eye trail
going in the wrong direction and you have an irritated person who will not
go further.
Mono-sized shapes or objects or monotone lines-the piece will have no
impact and no real eye trail. It's all monotone. It goes nowhere. Or a so-
called center spread where the eye is distracted by two other disrelated
photos and the attention is dispersed-wrong eye trail.
Thus design, the way you put something together, is very, very able to
deliver an emotional impact by itself. Brilliant design will deliver
exactly the emotional impact you intend. Brilliant use of the eye trail
will carry one to and then through ATTRACT-INTEREST-MESSAGE.
The conclusion, therefore, is that format and layout-the design of the
piece-is the key to saleability.
So you use the emotional patterns of design and design itself as a means
of communicating, to project the desired emotional response.
464
You're working for the final appearance of the final product when it
arrives in somebody's hands.
You're working for a technical quality which all by itself will deliver
an impact.
That's DESIGN.
ROUGH LAYOUT
Once the design has been established, rough layout can be done.
Rough layout precisely measures the pages, precisely measures the spaces
within the pages, precisely measures the copy and selects the type that
will be used for the copy in the various spaces. It crops, precisely, the
photos or other artwork that will be used in the piece.
Cropping
In cropping we see distinctly the relationship between design and rough
layout.
There are two types and two stages of cropping:
I . Artistic (design)
2. Mechanical (rough layout).
1. In the design stage you indicate (describe) the artistic on the
design in the space for the photo. Any crude black and white sketch will
do.
2. Mechanical-rough layout-makes it fit and marks in the exact
dimensions and the crop on the board the negative or transparency is in.
Cropping has to do only with format. The actual size of the photograph
has nothing to do with the established rules of cropping. It has to do with
taste.
Rough layout follows the design and scales the design to fit in the
prescribed space. It does this precisely and accurately without altering
the design and according to the balances and relationships described by the
design,
When we get into rough layout, we are into the graphic arts. (One could
get into a confusion here between the terms graphic arts, graphics and
graphic, so it had better be made clear. Roughly, most encyclopedias
describe graphic arts as engraving, etching, etc., involving representation
or expression by means of lines on flat surfaces. Graphics is described as
the art or science of drawing especially by mathematical principles, as in
mechanical drawing, or calculating by means of graphs or diagrams. But you
look in the dictionary and you find graphic means "vivid." So graphic arts
and graphics do not mean the same thing as graphic.)
Graphic arts deals with the mechanical reproduction of a picture or
design. It is done by means of graphing. You don't use arithmetic in
graphic arts. It's more a form of plotting.
They call the rough layout the mechanical, and they call it the
mechanical for a good reason-it's MECHANICAL. What's mechanical? That means
"by machine."
So in rough layout you're into the area where it's all machine. We're
not talking here about a system of pistons and gears and levers and
crankshafts, but we are talking about a mechanical action.
If you've ever been on the bridge of a ship plotting a course, or if
you've ever taken arithmetic that gave you vectors whereby you draw one
line and then you draw another line and then you measure the length of the
second line and that gives you a
465
mathematical solution, you'll see that this is a mathematics of sorts. And
that is what is used in graphic arts. But it doesn't have much arithmetic
involved in it. It's a system of graphing. You draw a line this way and
that intercepts or stops a line over here and then that makes a line over
here do something. It's plotting, graphing, a machinelike action.
The only way numbers enter into it is that negatives have sizes, paper
has a size, prints have a size-and those things have to be accounted for.
Your job in rough layout is to make the back wall join with the roof.
From the rough layout you will be able to get the type selection and
size and you'll be able to get the cropping.
So you do the design in rough layout so that it is totally practical.
Rough layout is totally a practical, a mechanical action. "This type will
fit here and it fits the design as close as we can get. . . ." Etc.
Design and Rough Layout Liaison
There may be instances where the design as presented cannot be followed
exactly by rough layout. This can be due to limited equipment or materials
or an error in the design or other reasons. When there are legitimate
reasons it can't be followed, rough layout liaises with design to get it
worked out so that the design can be executed. Otherwise, they are two
separate and distinct functions.
The watchword in rough layout is precision. It is done with fine
mechanical accuracy so that the preparation of the materials for the
shooting boards, the typesetting of the copy, the processing of the
separation negatives, etc., can begin. It's all got to be made to fit
precisely so that it is doable when it goes to the final shooting board
stage.
If it's not mechanically accurate, the shooting boards won't be doable.
If it gets to final shooting board stage without it being doable, or to the
printer as a faulty shooting board, you won't get a product or you'll get
an overt product.
When it gets to the printer and the shooting of the plates, if you are
to have two plates, one to follow the other, they've got to be in total,
absolute register. There can't be a millimeter of difference. Now we're
into precision. But it's precision of what? It's the precision of following
what was laid down by rough layout. So the rough layout had better be
correct.
If it got up to final shooting board stage without the thing being able
to be doable, then somebody can't lay out the plate, he can't lay out the
printing, the halftone dots won't match, the this won't match, the that
won't match, the color separation negatives won't fit in that piece.
The essence of it in the final analysis is, is it doable?
You've taken the design and you've executed it in layout as it's going
to be-each part scaled precisely to the right size and mechanically
accurate so it all fits together perfectly. It's ready to go onto a
shooting board for business so it can then be put under a camera. It's
doable.
That's ROUGH LAYOUT.
L. RON HUBBARD
LRH:gal.gm Founder
Copyright @ 1979
by L. Ron Hubbard
ALL RIGHTS RESERVED
466
HUBBARD COMMUNICATIOTS
Saint Hill Manor, East Grinstea
HCO POLICY LETTER OF 19 SEP]
Marketing
Personnel
Copywriters
Dirs Prorno
PRs
Div 2
Div 6 Marketing Series 11
PR Series 40
PROMOTION
Promotion is, of course, an essential part of marketing.
It is the action of making something well known and well thought of.
It is the art of offering what will be responded to.
RESPONSE is the key word here. Whether it's in terms of services sold or
commodities sold or communication or goodwill, it's response that is the
test of all promotion.
In order to get response you've got to first find out what people want.
You've got to find out what people consider valuable. When you know what
people want and what they consider valuable, you know what they will
respond to.
It takes surveys. It's no good flying blind or trying to guess at it.
You won't KNOW until you survey.
So your first question on all promotion is, "Am I absolutely sure,
before I invest any money in this promotion (make-up, printing, postage)
that people will consider what I am promoting valuable enough to exchange
their hard-won valuables for it?"
The answer lies in the results of your survey. Promotion is always,
always, always based on surveys, and it must include the exchange factor.
The real test of good promotion is: Are you getting an effective
exchange? The exchange may be communication, it may be goodwill, but-are
you getting exchange?
Communication and goodwill are valuable in themselves and, as well, they
precede and lead to the material exchange of valuable for valuable. So any
of these is considered effective exchange in promotion.
One must, however, in order to continue to survive and to continue to
promote, arrive very shortly at a material exchange of valuable for
valuable-a consumption of the product one is promoting. On a material
exchange basis, if you are trying to produce something and nobody is busy
absorbing or consuming it, you are in trouble right away because nobody is
going to support you, and that's where your income is. So the final value
of promotion and where you get the money to do the promotion is in the
CONSUMPTION of the thing you're promoting.
The important datum here is YOU PROMOTE WHAT CAN BE DELIVERED AND
CONSUMED.
Make it a firm policy that you push what you have ready to put in public
hands at the time of the promotion and that you do not heavily promote
future products not yet in hand.
467
Then, in any promo piece, be it an ad, brochure, a flier, a pamphlet, a
poster, you follow the line of-
1. Attract
2. Interest
3. Get your message across.
That sequence, followed, can look many different ways in many different
promo pieces depending upon the subject, the mood, the design and the copy
of the piece. But in any'successful promotion, the basic sequence will be
found to be just that: Attract-Interest-Message.
TWO GUIDING RULES
There are two guiding rules to be followed in any type of promotion:
1. Don't soft sell.
2. Don't set us up for false claims.
The results of Dianetics and Scientology are fantastic enough to please
all but the most psychotic in the society. These results have never before
been seen on the planet. But there are always SPs out there who don't want
people to get well and who use literature to get you in trouble.
The art of hard sell is you tell people to do something. Hard sell is
based on knowing and promoting in the line of truth and not being
reasonable about people who want "other things" and "other practices."
There is nothing to compare with Dianetics and Scientology. They are
infinitely valuable and transcend time itself,
So don't understate things in your promotion. Just tell the truth and
you'll find that it's very effective.
QUALITY DEGRADES
A degrade of the quality of something means an action that lowers or
reduces its excellence or degree of excellence.
In promotion, a quality degrade would be a poorly designed piece or a
sloppy printing job or dull, clich6-ridden or otherwise inappropriate copy
or any other of a number of carelessly done or not done actions that would
show up in the final result.
Quality degrades can be caused by:
a. Willful unhattedness, or
b. Lack of good taste or a sense of the fitness of things, or
C. Knowing products or promotion are of poor quality but, for one
reason or another, neglecting to remedy them or call them to the
attention of those who can and will remedy them.
There is no excuse, with all of the tech at our disposal, for any of the
above.
The standards for the quality of our promotion must be high and must be
maintained. We are not playing children's games. This is your show and your
planet too. You aren't doing this just for me-but I am sure you know that.
We have an incomparable technology. In order to get it delivered we MUST
communicate and in the communication we MUST interest people in order to be
seen and listened to.
A quality degrade in promotion cuts our comm lines to a greater or
lesser degree. And the world depends in no small measure on our comm lines.
468
Thus, quality degrades are no slight matter. They cut our comm lines
because, with dropped-out quality, what we make and the promotion of what
we make would be so flawed that it would not communicate.
So realize, when promoting, that the world needs us and our technology.
Make it well known and well thought of.
And keep the quality of your promotion such that it does attract and
interest and communicate and bring response.
L. RON HUBBARD
Founder
LRH:gal.gm Copyright 0 1979 by L. Ron Hubbard ALL RIGHTS RESERVED
469
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 25 SEPTEMBER 1979
Rernimeo Issue IV
LRH Personal PROs REISSUED 31 OCTOBER 1982
GO PROs
LRH Comms
Honorary LRH
Personal PROs
PR Series 41
"HOTLINE," POLICY OF
The HOTLINE Newsletter is the official newsletter to PROs from the LRH
Personal PRO Bureau.
PURPOSE
The purpose of HOTLINE is to feed PROs information they can use which
will get word of mouth and which will help them build an image. It gives
information and releases they can get into newspapers, magazines and
periodicals.
The HOTLINE Newsletter is designed to keep PROs informed and to give
them material which they can use to keep LRH's external publics informed of
his activities and products and the wins these create.
PROs are the main public of HOTLINE with the intention that external
publics are the main recipients of the news.
PROs are also the main contributors to HOTLINE in the way of
information, news and wins and the idea of HOTLINE is to put into
professional practice the highest grade of PR, "GOOD WORKS WELL
PUBLICIZED."
POSITIONING
Each issue of HOTLINE is to use the approved and positioned image which
the LRH Personal PRO Bureau is trying to put forward for their principal to
external publics. By doing this, an image can be built and without this a
PRO can do little.
An image is built through repetitive public demonstration of a mock-up.
It is built by putting up, changing or taking down mock-ups. The mock-ups
and how they are demonstrated may vary but the positioning does not.
Because a mock-up tends not to be permanent and a PRO is dealing with
thoughts and ideas, and vastly more significance than mass, the mock-ups
must be repeatedly created in order to build an image and keep it there.
Quite in addition to the surveyed position for LRH, standard BE, DO,
HAVE surveys and REALLY FIND OUT surveys are done of external publics and
general information is collected from the media so the HOTLINE Editor can
stay abreast of trends. From the surveyed data and information collected,
the editor compares LRH or positions LRH in the scene using the approved
positioned image.
MOTIFS
Each issue of HOTLINE contains its own motif. HOTLINE uses LRH's
surveyed position against matters of international concern.
The motifs compare the sectors which PROs have to push or handle,
meaning
470
subheads like "Education." HOTLINE issues are tailored up against world
concerns of this nature.
One fits issue motifs to fit the image being presented.
Matters of world concern come under broad headings, i.e., "Drug Reform,"
"Child Care," "Inflation," "Nuclear Energy and Radiation," "Life after
Death" and many others. These things would have to be timely in that they
are chosen against what the world is interested in at the particular moment
of issue.
One has to keep the general interest of the world continuously spotted
and surveyed.
In this way you get an LRH quote or statement or position with regard to
broad general matters of world concern. For example, there is a tremendous
amount being written and said these days about education in schools being
poor and declining. That is a general concern.
The HOTLINE Editor using such an area of general concern then finds out
the answers to the following questions:
A. How does LRH fit into this?
B. What has LRH done with regard to it?
C. What has LRH produced to resolve it or aid it?
D. What LRH works are the authorities neglecting concerning this?
E. What quotable statement has LRH made about it?
F. What opinion leaders or groups has he befriended or worked with,
to bring about a betterment of conditions on this subject?
G. What official recognition or indisputable public recognition has
LRH received for his work in this sphere?
With homework done on the above, the motif of the issue will appear.
One is not talking about positioning LRH against some tremendous event,
or occurrence. This is wrong. We position against social and human subject
or subheads of human activity which are currently in vogue.
In this way a PRO will get his press accepted and get the quotes quoted
and will be effective.
A good editor would keep a running file of such matters of international
concern, and by keeping himself briefed on these subjects could very
quickly position LRH in the scene, and develop his motif at once with a
fresh news angle.
HOTLINE FUNCTION
HOTLINE must give PROs something they can use.
The HOTLINE feeds ammunition to the troops, things they can say and
things they can get published. It contains up-to-date and timely news which
can be reprinted or used in other media. These articles are written for
external publics which is their final destination.
The HOTLINE Editor has to know the background of the person he is
representing. He has to know what LRH is pushing and doing. He has to know
the current scene and he must know the accurate facts. He makes sure he
provides the documentation for what he says in the news articles, which
PROs can use to forward the news stories themselves.
The HOTLINE Editor makes himself known as a terminal to whom newsworthy
471
information is sent and is a magnet for data which can be redistributed for
use.
HOTLINE is not a management issue pushing the interests of the Flag
Bureaux or Flag. It is not some kind of press agentry piece but is to give
PROs the FACTS which they can use to build an image and fill the vacuum of
news needed.
PRO USES OF HOTLINE
PROs use the information provided in HOTLINE to forward the correctly
positioned LRH image to external publics in their local area.
Exact and specific directions of what is to be done with the information
in HOTLINE and its accompanying particles is part of the standard format of
each HOTLINE and is contained in a box with six-point-high titling, very
noticeably on page four.
The PRO passes the information and news contained in HOTLINE on to
opinion leaders in his community who are involved in social affairs, such
as Kiwanis Clubs, Rotary Clubs, Parents and Teachers Associations, Chambers
of Commerce, local business associations, community and civic services
groups.
The PRO can also go one step further and secure from these opinion
leaders official acknowledgement of LRH good works. These have often been
offered in the form of memberships, keys to cities and other official
recognitions. PROs are authorized to accept these on LRH's behalf
PROs submit the LRH articles, quotes and news releases concerning LRH
for publication in newspapers, periodicals or in the internal organs of the
community groups mentioned above.
An Honorary LRH Personal PRO is NOT a spokesman for the Church of
Scientology and does not attempt to represent the Church or answer
questions which concern Church affairs. These he promptly refers to the
Guardian's Office. He IS authorized to get published LRH quotes and
articles, or news releases concerning LRH and to answer questions
concerning L. Ron Hubbard and his activities, using the information
provided him in his Honorary LRH Personal PRO Press Pack and HOTLINE.
Any questions he cannot handle or does not have information for can be
referred to the Honorary LRH Personal PRO I/C, who will provide the
information, instructions or guidance necessary to handle the specific
situation.
When a release or quote is published, 2 copies of the entire publication
are forwarded to the CIC Officer of the LRH Personal PRO Bureau without the
item marred in any way. If the article is printed back-to-back on a page
and cutting out one side would damage the other, 4 copies of the
publication are sent. If publication or mention is in a book, then one copy
of the book is forwarded.
The Honorary LRH Personal PRO operates off authorized projects under the
Honorary LRH Personal PRO I/C and reports his activities and
accomplishments based on these projects.
Some Honorary LRH Personal PROs have specialized fields in which they
operate, i.e., the film industry, science, etc. These projects enable them
to carry on specialized functions as Honorary LRH Personal PROs, in
addition to the above basic functions.
SPECIFICS OF HOTLINE FOF
A. PUBLICS
- Honorary LRH Personal PROs and GO PROs.
472
- And by courtesy to, LRH Comms, COs and EDs of all orgs, Mission
Holders, Flag Service Consultants and all Tours Orgs.
B. FORMAT AND LA YO UT
- It is four pages long on 81/2 by I I inch white paper.
- The ink is dark blue and type style is routine with Vinetta Bold for
the masthead and Prestige Elite for the copy.
PAGE 1. Masthead, LRH news.
PAGE 2. Campaign news (external).
PAGE 3. Wins from Honorary LRH PROs and GO PROs. Wins through
application of LRH technology with external publics. An LRH
quote in keeping with the motif.
PAGE 4. Standing Order No. I box with a reminder to PROs to tell people
they can always write to Ron. A box with exact specific
instructions as to what to do with the news contained in the
HOTLINE Newsletter and accompanying particles, with six-point-
high titling.
C. ACCOMPANYING PIECES
- A press release concerning L. Ron Hubbard (external) with permission
to publish.
- An LRH article for placement in a local publication with permission to
publish.
- An issuable quote which can be submitted for publication, or put on
display.
- A document, or survey results, or a glossy photograph to accompany
the release or article sent for placement.
D. MA ILING
- HOTLINE and the accompanying particles are sent in 9 x 12 inch
envelopes to avoid folding certificates, articles or photos.
- HOTLINE is published and mailed monthly. It is numbered consecutively
in volumes with 5 issues to a volume.
E. SPECIAL ISSUES
- At times when there has been a tremendous win or LRH breakthrough a
special issue of HOTLINE can be sent. It follows the same format above
but is labeled as SPECIAL with a band over the bottom right-hand
corner.
F. SCHEDULE
- A schedule for HOTLINE is worked out in advance and mailing done on
time so PROs can predict when they will receive their next copy and
can send in vital data for publishing on time.
G. FINANCIAL PLANNING
- HOTLINE materials and mailing is part of the FP #1 of the LRH
Personal Public Relations Bureau.
L. RON HUBBARD
Founder
Assisted by
LRH Personal PRO
CSI:LRH:RPPRO:iw.gm Adopted as official
Copyright 0 1979, 1982 Church policy by the
by L. Ron Hubbard CHURCH OF SCIENTOLOGY
ALL RIGHTS RESERVED INTERNATIONAL
473
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 26 SEPTEMBER 1979
Rernimeo Issue III
Marketing
Personnel
Copywriters
Dirs Prorno
PRs Marketing Series 12
Div 2
Div 6 PR Series 42
COPYWRITING
References:
Marketing Series PLs
PR Series PLs
HCO PL 10 Feb. 1965 AD AND BOOK POLICIES
There are many trends promotion and ad copy can take. One of them is
dignified, hard-hitting and dramatic. Another is warm, human and truthful.
Another, the kind we don't need, is pointless or banal. It specializes in
words like "exciting" and "don't miss" which are clich6 (worn-out,
overworked, hackneyed phrases) and would attract no attention and get you
no customers.
The approach to promo and copywriting, whatever the mood or trend it
takes, should be fresh and truthful. Insincere, overdone or stereotyped
advertising will never sell or bring anybody into anything.
It is possible to do promotion and write copy that is alive and
interesting, that attracts and is in good taste,
PRIMARY MISSION
The primary mission of any piece of promo is to create want and sell the
item. When one goes to the trouble and expense of putting an ad together,
it has to accomplish its purpose. If you're getting up an ad for a book,
the purpose is to create a want for the book and sell the book. If you're
getting up an ad on a service, the purpose is to create want for the
service and sell the service.
The question one asks himself is, "What ad would accomplish this
purpose?" and "How am I going to convince this audience that they ought to
. . ."
You dig into your surveys and you find what people want and expect of
the item. You yourself must have reality on the product and the worth of
the product, and you must also have a reality on your audience if you're
going to reach that audience and communicate to them in your copy.
This comes under the heading of "homework."
HOMEWORK
By "homework" is meant all the necessary preliminary or preparatory work
done, all the relevant facts dug up, all the data needed that will enable
one to get a product out.
In copywriting it would mean getting fully familiar with the product or
service one was promoting, knowing all about it. How is it produced? What
does it do? Why is it valuable? What results can one expect from it?
474
Wherever possible, the copywriter would have personal experience with
the product or service himself to be able to promote and sell it honestly.
He would make it his business to find out about the experience of others
with it, delve into results produced, success stories, wins, achievements.
He'd know the product or service and he'd be able to turn out copy that
shone with reality and conviction.
And he would make it his business to know his audience. Who is the
product for? Who is this public? Has this particular public been surveyed?
Were the survey questions correct? What does the survey show this public
wants? What do they expect from such an item? What "buttons" has this
survey turned up?
When the homework has been correctly done, you know the product and you
know your public and you can produce a piece of promo that will bring the
two together.
You use your knowledge of the product, you use the survey buttons, you
use audience viewpoint and you use positioning to attract and interest and
get the message across.
COPY AND POSITIONING
There has been some think in the past that when positioning is done it
is then put at the beginning of the promo piece and after that one pays no
attention to it. This is a misuse of positioning. It can ruin the impact of
your ad; it can disperse the reader.
Everything streams out from the positioning. If one has positioned
something against an airplane, then the rest of the copy would be in terms
of flight. It would be inherent in the way one used his words. A new item,
a can opener, would take off from the drawer and dive effectively at a can.
It would also give your hand a smooth ride. This is known as frame of
reference. The vocabulary one uses is all inside a frame of reference.
Positioning gives you a frame of reference. So you write your copy out of
that frame of reference and you plan your promo piece around that frame of
reference, and you keep it consistent.
Impact depends mainly upon consistency and staying on the same subject
without departure from the frame of reference.
A good copywriter will make the most of positioning to enhance his copy
and make it all-of-a-piece with the whole of the ad.
ASSUMING AUDIENCE VIEWPOINT
A common fault in writing ad copy or other material, both in marketing
and other areas, is an inability to assume the viewpoint of the reader and
get the idea of what impression the reader may have when he reads the ad.
An ad must be written from the viewpoint of the public that is going to
read it.
The actual trick of writing that wins is to be able to put oneself in
the valence of the person who will read it. What kind of public is that?
Who is this person? Get a reality on your reader, and then, just like an
actor, you assume that beingness and read your copy back. An experienced
actor can flip into a beingness in about 1/25th of a second and flip out of
it again. So just slide into such a beingness and read your copy, and you
will see what I'm talking about.
It is a skill in writing to be able to read one's copy newly as though
one has never heard of it before, from the beingness of the reader. It is
something one should acquire.
MAINTAINING VIEWPOINT
If the writer doesn't have a firm viewpoint from the beginning and hold
that viewpoint throughout the copy, his ad will lack impact. Further, it
will disperse his audience. If he switches viewpoints within the ad, if he
writes from the viewpoint of the
475
producer one moment and moves in from the viewpoint of the consumer in the
next paragraph, his copy is going to be confusing and he'll lose the
reader.
One can't have two different approaches to the same subject in one piece
of literature.
Similarly, if he has no audience viewpoint or has difficulty assuming
the viewpoint of a reader, his ad will fall that much short of really
communicating.
WHAT THE PUBLIC ASKS OF AN AD
In an ad or flier, you don't try to enforce understanding on the reader.
That violates come-on. And it's not even what the public wants. An ad does
not have to teach anything; it merely has to create want. And when the want
is created, you must, must, must tell the reader where he can get it. You
never leave a mystery as to where someone can get the product or the
service.
Ad copy can defeat its own purpose (to create want and sell something)
if it doesn't include the seven points of an ad as listed in HCO PL 10
February 1965, AD AND BOOK POLICIES.
That list contains the questions a public person actually asks himself
or asks of an ad or a flier. What is this service? How valuable is it? What
does it do? How easy would it be for me to do it? How much does it cost?
How do I get it? Where?
A good copywriter carries the reader, his interest increasing, right on
through the final question. Where this is missing, you have a writer who
doesn't have the audience viewpoint. He may even create a want but then
leaves his audience dangling. Where it is handled and handled well by a
good copywriter, you have an ad that sells.
HARD SELL
It is necessary in writing an ad or a flier to assume that the person is
going to sign up right now. You tell him that he is going to sign up right
now and he is going to take it right now. That is the inference. One does
not describe something, one commands something. You will find that a lot of
people are in a more or less hypnotic daze in their aberrated state, and
they respond to direct commands in literature and ads. If one does not
understand this, and if he doesn't know that Dianetics and Scientology are
the most valuable service on the planet, he will not be able to understand
hard sell or be able to write good copy.
So realize that you're not offering cars or life insurance or jewelry or
stocks or bonds or houses or any of the transitory and impermanent things
which are based on things not surviving or on things that are in fact being
destroyed. You're offering a service that's going to rehabilitate the
thetan and that is lasting.
Hard sell means insistence that people buy. It means caring about the
person and not being reasonable about stops or barriers but caring enough
to get him through the stops or barriers to get the service that's going to
rehabilitate him,
That is the sole reason for our use of surveys and promotion and
marketing in the first place.
When that one fact becomes real, it all falls into place and it should
be a short step then for a copywriter to produce an ad that attracts,
interests, creates want and sells Scientology products and services.
LRH:nc.gm L. RON HUBBARD
Copyright @ 1979 Founder
by L. Ron Hubbard
ALL RIGHTS RESERVED
476
HUBBARD COMMUNICATIO
Saint Hill Manor, East Grinste~
HCO POLICY LETTER OF 27 SEP
Rernimeo
Marketing
Personnel
Copywriters
Dirs Prorno
PRs
Div 2
Div 6 Marketing Series 13
PR Series 43
ADS AND COPYWRITING
References:
Marketing Series PLs PR Series PLs
Ad copy has got to carry a message. It is a communication.
Some photographers never find out that a photograph is a communication.
Some artists never find out that art is a communication. And that is also
true of some copywriters.
SPLIT-SECOND TIMING
An ad is not textual information. It is a communication. But it has to
be a very fast communication because people won't look at it very long. It
has to be able to deliver its message in about a quarter of a second.
That's how long it takes somebody to go through the reflex of throwing the
piece away.
You could actually go around with a stopwatch and time how long it takes
for a person to see if he is going to throw something away or not. It is
that span of time that you have in order to absorb the message.
The actual test of a piece of ad copy is WILL IT REGISTER IN THE INSTANT
IT TAKES THE INDIVIDUAL TO PICK IT UP AND DECIDE HE IS GOING TO THROW IT
AWAY?
If it communicates in that split instant of time, he won't throw it
away. That is the test of an ad or a flier.
At each point a person would throw a promo piece away, he must be
stopped. You have to figure out the cycle by which he would throw something
away and then you can write the ad copy. You have to figure out the points
of stop when a person is going to discard this thing and catch him on each
one of them.
ADS AND THE COMM CYCLE:
DIRECTING THE PUBLIC
You must recognize that the public has to be able to send for something
or be able to communicate easily or they don't buy the item. You have to
direct the public. An ad or flier must have something for them to do. It
must give them somewhere to go, or someone to write to, or someone to call
or contact. You first direct them. Then make it easy for them to respond.
That's part of the comm cycle.
477
LOOKING AT MADISON AVENUE
The beautiful artwork and gorgeous stuff you see in magazines is Madison
Avenue's effort to keep people from throwing the piece away because it is
aesthetic. But it doesn't communicate.
I've looked through a few magazines trying in vain to find out what to
order and where to order it from. I had the wildest time and finally found
in one magazine they had enclosed a card. But it wasn't actually a card; it
was a piece of a card that had to be cut off another card. It wasn't
recognizable as a card so I didn't recognize it as something you could use
to send away for something. It just didn't register as a card, so there was
no simple way to send away for the item.
Here's an example of an ad that doesn't communicate. It's an isolated
object, beautifully photographed, sitting out in the middle of space. Then
underneath it all they say they've just won an award for something or
other. But what's the ad about? It doesn't say. The message isn't there. It
doesn't communicate.
Here's another: It's actually supposed to be a cigarette ad but it shows
somebody getting dragged on a sled through the snow. It's obvious what
they're selling-they're selling snow!
Most of the ads in the better magazines aren't ads at all; they're just
assertions about a product. You will find that hardly any of them are ads
that bring about exchange.
If this is the best of Madison Avenue, they don't know the basics of
advertising,
If our promo people are looking at or studying that kind of ad all the
time, they won't be able to write good ads themselves. Because these aren't
good ads. They don't communicate.
SURVEYS AND COMMUNICATION
In magazines you have something on the order of half a million dollars
worth of advertising or more. It has pretty poor impact.
It is very outpointy for grown men to be spending this much trying to
trickily capture somebody's attention. They get so involved in the trickery
of it that they don't communicate what they want, which is, "We want you to
buy this product."
Advertising must represent something that people want which they are
willing to exchange something for. The ad has to tell them what it is.
If you have a surveyed message, it has got to offer something.
Advertising people, with all their flossiness, all of the color and
everything else, aren't communicating.
Some ads use mainly only a symbol or a hallmark and attempt to make that
into a communication. But you can't take a symbol or a hallmark and make it
into a communication. They are just decorations. That doesn't make an ad.
You have got to get the communication that matches the survey. But promo
people have found a new way of avoiding a survey. They just put it all down
in the text, so the communication doesn't match the survey.
I realize that in school they teach you that you must be original. But
communication is duplication. You do a survey, the public feeds you a
button, so you just feed it back to the public. That's duplication. And it
works. Don't make the mistake, in writing ads or copy or promotion, of
thinking that you have to do something else besides feed the surveyed
button back to the public.
478
CONCLUSION
Actually, in advertising you haven't got any competition at all.
So why is it that some promo people don't write good ads? Because the
ads they see all the time aren't good ads. That's the Why!
The handling is to write good ads!
With the survey and promotion tech we have, and the tech we have on
communication, there's absolutely no excuse whatsoever not to produce a
good ad-one that communicates!
L. RON HUBBARD
Founder
LRH:nc.gm Copyright 0 1979 by L. Ron Hubbard ALL RIGHTS RESERVED
479
HUBBARD COMMUNICATIO
Saint Hill Manor, East Grinste
HCO POLICY LETTER OF I DEC
Marketing
Hats
Copywriters
Dirs Prorno
Survey Hats
PRs Marketing Series 15
Div 2
Div 6 PR Series 44
SURVEY BUTTONS ARE NOT THE MESSAGE
References:
HCO PL 2 Sept. 79 Marketing Series 4, PR Series 36,
SURVEYS ARE THE KEY TO STATS
HCO PL 7 Aug. 72R PR Series 17R,
Rev. 9 Aug. 72 PR AND CAUSATION
The book Fundamentals of Thought, chapter five: The A-R-C Triangle
The difference between survey buttons and the message in a promo piece
must be crystal clear to those working in promotion and marketing.
The first thing to understand is that they are NOT the same thing.
The message is the communication, the thought, the significance you want
to get across to an audience or public.
A button is what is used to get the public's agreement to hear the
message.
Too often promo and marketing people seem to get all tied up with the
use of buttons and thus they never put any message in the promo piece. But
the message is the whole reason for the promo piece in the first place!
Surveys can appear to not work very well when survey buttons and only
survey buttons are used, as the result is messageless promo.
A survey is done so that you elicit response and agreement. But you get
response because you've elicited agreement. You elicit agreement by using
the right button. The button is the R-factor. It's how you establish a
reality with an audience.
To do a proper survey and to then use its results effectively requires
an understanding of the purpose of surveys, and of ARC and the ARC
triangle. It requires an understanding of what reality is.
One uses the ARC triangle in conducting a survey initially and.
following that, one applies the ARC triangle in putting the survey results
to use,
It goes like this: One communicates to an audience (via a survey) with
affinity to find out what the reality of that audience is. Reality is
agreement as to what is. The reason you do a survey is to find out what
that audience will agree with.
One then approaches the public with that reality in a promo piece to get
the public's agreement to hear the message, the communication, in the
promo. And thus one raises the public's affinity for the item one is
promoting.
That is the simplicity of it. But it will only be simple to the person
who understands the ARC triangle. It is basic Scientology data we are using
here. By improving
480
one corner of the ARC triangle, one improves the other two corners. The
most important of these three related points, ARC, is communication. But
without reality or some agreement, communication will not reach and
affinity will be absent.
Thus, surveys are done to get agreement. Dispel the idea that surveys
are done for any other purpose. They're done to establish agreement with an
audience.
In a survey, you question people to get their opinion on something-an
idea, a product, an aspect of life, or any other subject. A button is the
primary datum you get from this action. It is the answer given the most
number of times to your survey question.
You ask ten or ten hundred people what they would most want or expect of
an automobile tire and seven or seven hundred of them tell you
"durability." That's the button. That's the reality, the point of agreement
on automobile tires among that public. So you use that button with that
public and you've established reality; you've got agreement and they will
then listen to what you have to say about automobile tires.
Buttons have their use but we are not so much interested in them as we
are in MESSAGE. The message is the real essence of any promo piece. Buttons
are just the grease to use to get your message through.
It would be a good idea for anyone with any confusion on these points to
work them out in clay. One should be able to make a clear distinction
between these two terms, button and message, and to view them in the
correct relationship.
Once that distinction is made, it will be the end of messageless promo.
In its place we'll have promo that uses a button to strike just the
right note of agreement and establish a reality with the audience and then,
without fail, communicates, really DELIVERS THE MESSAGE, to what is now a
receptive audience.
That's the secret of promo that gets response.
The first thing about it to understand is that SURVEY BUTTONS ARE NOT
THE MESSAGE.
L. RON HUBBARD
Founder
LRH:kjm.gm Copyright 0 1979 by L. Ron Hubbard ALL RIGHTS RESERVED
481
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 5 FEBRUARY 1982
Rernimeo Issue 11
All Staff
Marketing Hats
Dirs Prorno Pubs
PRs
All Pubs &
Comps Units
Marketing Series 16
PR Series 45
BOOKS AND MARKETING
Don't plan books to be printed without marketing liaison and don't
mishmash and cross publics when marketing books. Don't market with
generalities; marketing is aimed at specific publics. And above all, don't
downgrade or put black PR in books. Also, don't hit at allies to upset
them. This is a theta line. Make it theta all the way. If any black PR is
done on it, it is only to blow enemies off it. But the theta in these
works, all by itself, will blow the enemy away.
L. RON HUBBARD
Founder
Assisted by
Special Marketing Pgm Ops
Adopted as official
Church policy by the
CHURCH OF SCIENTOLOGY
INTERNATIONAL
CSI:LRH:SMPO:bk.gm Copyright 0 1982 by L. Ron Hubbard ALL RIGHTS RESERVED
482
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 19 JULY 1982
Remimeo CORRECTED AND REISSUED I AUGUST 1982
PRs
(Corrections in this type style)
PR Series 46
FAILED PR
References:
HCO PL 18 Nov. 70 11 PR Series 5
PR DEFINITION
HCO PL 7 Aug. 72R PR Series 17R
Rev. 9.8.72 PR AND CAUSATION
HCO PL 21 Nov. 72 1 PR Series 18
HOW TO HANDLE BLACK PROPAGANDA
HCO PL I Apr. 82 PR Series 19R
THE SAFE POINT
HCO PL 27 Oct. 74 PR Series 25
SAFE GROUND
HCO PL 30 Mar. 75 PR Series 26
PR AND INFORMATION
HCO PL 19 Sept. 79 PR Series 40
Marketing Series I I
PROMOTION
HCO PL 30 May 68 Admin Know-How Series 20
ADMINISTRATION
HCO PL 16 May 65 11 INDICATORS OF ORGS
HCO PL 26 Dec. 68 THE THIRD PARTY LAW
HCO PL 15 Mar. 69 THIRD PARTY, HOW TO FIND ONE
HCOB 21 Jan. ADIO JUSTIFICATION
HCOB 12 Feb. 62 HOW TO CLEAR WITHHOLDS AND
MISSED WITHHOLDS
HCOB 8 Feb. 62 MISSED WITHHOLDS
HCOB 3 May 62R ARC BREAKS, MISSED WITHHOLDS
Rev. 5.9.78
HCOB 31 Jan. 70 WITHHOLDS, OTHER PEOPLE'S
HCO PL 3 May 72R Exec Series 12
Rev. 18.12.77 ETHICS AND EXECUTIVES
HCOB 16 Nov. 61 SEC CHECKING GENERALITIES
WON'T DO
HCOB 22 Feb. 62 WITHHOLDS, MISSED AND PARTIAL
HCO PL 19 Oct. 74 THE DRAMATIZATION OF WITHHOLDS
ON VITAL INFORMATION LINES
HCOB/PL7 Aug. 79 Product Debug Series 8
Esto Series 36
FALSE DATA STRIPPING
There is a datum as follows: When admin won't go in, tech is out. When
tech won't go in, ethics is out.
Here is how this fits in the PR world: WHEN PR WON'T GO IN, ETHICS IS
OUT.
483
There are several ramifications of this, which is to say, several
possible flows. It could be the PR himself is not pushing and is out-
ethics.
It could be-the usual reason-that the via to the target public or even
the target public is out-ethics in some way.
It could occur that the target (or via to it) is being pressured by an
out-ethics third flow-as in third party tech.
But. whatever the flow, the fact remains that the above datum is true.
Any PR pushing a worthwhile message and pushing it with good ideas and
PR tech will get his only loses by reason of the above datum.
An example in PRing an org which then does not respond-an instance which
just happened-out-ethics was rife at the org top.
This is not to put PRs in the ethics game. And it is not to serve as an
excuse for failure.
The datum is for use-to widen up the obs [observation] ability of the PR
for it opens a new avenue to him for a PR handling!
Out-ethics on the surface appears as withhold phenomena. This makes the
person the PR is working on or via behave as they do per withhold HCOBs,
which a PR should know.
PR, as well as being bright, is often a wily, clever game. If one knows
what he is up against, he can develop a PR handling to fit.
If one suddenly realizes he is talking to no avail, he need not just go
on butting his head against the wall or countering chop or insults. There
are ways to blow withholds into view and withholders out of the water that
are too numerous to mention. If one, seeing the key datum of this PL is the
case, then shifts his approach to blowing the withhold to bits, he wins.
And he stands a big chance of now getting his message through where before
it was all failure.
As an example, the crudest form would be an abrupt shift and question,
"Who has been lying to you about (principal)?" This enters it into false
data stripping instantly. There are many, many ploys depending on the flow
and situation encountered.
"Worse than" is a tool a PR can use. One infers the withhold is far
worse than it possibly could be. "Why are you planning to (shoot, destroy,
wreck) (principal)?"
The above datum has a thousand uses.
Don't get bugged by failures to get a message through. Having given your
best efforts resulting in a block, don't quit. Apply the above datum. It
serves the same purpose as dynamite. It can clear the way for flows to go
through even if the pieces fly sky-high!
L. RON HUBBARD
Founder
Adopted as official
Church policy by the
CSI:LRH:kjm.gm CHURCH OF SCIENTOLOGY
Copyright 0 1982 INTERNATIONAL
by L. Ron Hubbard
ALL RIGHTS RESERVED
484
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 12 SEPTEMBER 1982
Remimeo PR Hats
PR Series 47
PR FUNCTIONS
The functions of a PR are all those listed in "Effective PR" (the book,
Effective Public Relations by Cutlip and Center, published by Prentice
Hall, Inc.*), and policies relating to PR actions.
But remember this:
PRs evolved from press agents and a basic area of their hat-particularly
as it applies to promotion-is PRESS AGENTRY.
A PR must have some skill in
A. News stories
B. News photography.
Without these skills he cannot really comm to the media.
In obtaining "profitable images" a PR must take advantage of stage or
conceive of an event that gets attention. He must be able to assume the
viewpoint of a reporter, an editor or any of the types of public he is
seeking to reach. Otherwise he will not perceive what they will accept.
This done, they will find his comm convincing and he can get his purpose
done.
A PR must be able to write "handouts" ranging from all the facts he
wants received to a complete news release that will be printed verbatim.
A PR must be able to get taken or take news type photographs for use in
media.
And a PR must be able to line up media-or audiences-to get his message
across.
The basic tools of a PR are all embraced in the word "messages." These
can be oral, written or pictorial.
They must be oriented to the purpose the PR is seeking to achieve.
They must be arresting enough to impinge. They must be bright enough to
interest.
These are the basic tools of the PR: purposes, messages. From these come
profitable images.
The purposes are many, the message forms and channels are many. To
achieve his product of images, the PR must acquire knowledge of and skills
in them all.
L. RON HUBBARD
Founder
Adopted as official
CSI:LRH:iw.gm Church policy by the
Copyright 0 1982
by L. Ron Hubbard CHURCH OF SCIENTOLOGY
ALL RIGHTS RESERVED INTERNATIONAL
*Board Note: There is a special edition of the book, Effective Public
Relations, especially produced for Church of Scientology personnel, which
can be obtained from Bridge Publications, US or from the FSO (Flag Service
Org) Bookstore at Flag.
485
HUBBARD COMMUNICATIO
Saint Hill Manor, East Grinstea
HCO POLICY LETTER OF 7 A,
Remimeo
All Staff
All PRs
Div 6's
Class IV Orgs
Saint Hills
AOs
FSO
Missions Executive Series 37
PR Series 48
GOODWILL
References:
HCO PL 10 Sept. 82 Finance Series 36
EXCHANGE, ORG INCOME AND
STAFF PAY
HCO PL 28 Feb. 65 DELIVER
HCO PL 26 May 61 Keeping Scientology Working Series 2
Reiss. 30.8.80 A MESSAGE TO THE EXECUTIVE
SECRETARIES AND ALL ORG STAFF
QUALITY COUNTS
HCO PL 21 Nov. 68 SENIOR POLICY
HCO PL 2 Sept. 70 FIRST POLICY
HCO PL 17 June 69 THEORGIMAGE
HCO PL 24 Aug. 65 11 CLEANLINESS OF QUARTERS
AND STAFF-IMPROVE OUR IMAGE
HCO PL I I Dec. 69 APPEARANCES IN PUBLIC DIVS
The amount of public demand for service and your future income are both
largely dependent upon GOODWILL.
Goodwill is the reputation an organization has with its publics for
integrity, good service, prompt bills paying, high quality delivery,
friendliness, etc.
Excellent technical delivery is what generates a blaze of goodwill and
PR that spreads by word of mouth like wildfire.
Events, open houses, tours, film or slide presentations-all such
activities serve to generate public interest and goodwill.
Training and processing are commodities that are far, far more desirable
than anything else this world has to offer. And when they are delivered
with superlative technical application with the out-of-this-world gains
that are possible, you would drum up so much public support that you would
soon have an army of ardent supporters outside your door, no matter how
much the psychs and press railed about us (even if they are still around to
do so).
PR
Good technical delivery makes it possible to have good "PR" (public
relations). By definition, PR is the art of making good works well known.
It is effective cause well demonstrated. When technical is creating
miracles on a regular basis, it is simply a matter of making this broadly
known. Your public will even do it for you on a "word of mouth" basis.
486
WORD OF MOUTH
Almost all Scientology prospects come from people who have had service
who are urging other people to have service or read books on the subject.
That is called WORD OF MOUTH. Word of mouth comes from having numerous
people in the field who are happy and cheerful and satisfied with their
service and who are active in the fields of Dianetics and Scientology.
There is where the bulk of your income comes from.
Word of mouth is a superior form of advertising to newspaper, radio and
TV ads. People tend to believe their friends. They are skeptical of
advertising. "It worked for Joe, it will probably work for me" is what
people think. And in Scientology they are correct.
When word of mouth and PR have been in neglect, it will be because the
org has not worked on the basis of goodwill and has let its tech go out
(and is therefore costing itself a mint). This applies to all organizations
and missions all the way up to the FSO and includes other units and
networks as well.
The "word," whether good or bad, spreads like wildfire. That's why
you'll never see anything empty out quite as fast as an Academy that is run
nonstandardly; or conversely, anything fill up as quickly as a tightly
scheduled, smartly run, in-tech Academy.
SUMMARY
Other factors also enter in where goodwill, word of mouth and PR are
concerned. The public, in dealing with the business world, has grown to
expect clean, pleasant quarters and smart, friendly service.
There is nothing as destructive of goodwill as dirty quarters, sloppy,
"help yourself" service and an unfriendly staff.
Clean quarters, professional conduct, good service and above all, a
friendly staff, all go a long way to promoting goodwill.
It is not only thejob of the Public Relations Officer to secure
goodwill. It is part of EVERY staff member's job to help build goodwill for
the organization by doing those things that will cause the public to think
well of it, and by refraining from doing those things that would result in
bad PR for the organization.
Above all, it is every staff member's primary concern that the
organization is delivering the best tech quality possible. This point IN is
the source of goodwill.
You must take a hand in creating goodwill. It is YOUR org!
L. RON HUBBARD
Founder
Adopted as official
Church policy by the
CHURCH OF SCIENTOLOGY
INTERNATIONAL
CSI:LRH:fa.iw.gm Copyright 0 1983 by L. Ron Hubbard ALL RIGHTS RESERVED
487
REVISED
HUBBARD COMMUNICATIONS OFFICE See page 490
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 29 JANUARY 1971
Rernimeo
Finance Packs
SO & Scn Orgs
Finance Series I
FINANCE BANKING OFFICERS
The Finance Office is an autonomous office (similar to the Guardian's
Office). It has representatives in every bureaux and every Continental
Liaison Office and every org, SO and Sen.
It is located on the org board in the Office of LRH.
Its authority stems from the corporate authority of the company and
exists at company director level of the corporation.
Its representative is called the FINANCE BANKING OFFICER (FBO).
When the office is established in an area and an org is designated as
part of this corporate authority (as already exists in the SO at this
writing), the following procedure is followed.
The FBO verifies and collects all income received by the org from the
Cashier or Income Dept, Div Ill, Treasury Division. This is done daily.
Appropriate receipts are given the Cashier or Director of Income.
The FBO immediately banks this money in a Finance Office Account or in
his safe. making express and useful records of this action.
When the org or activity has undertaken its financial planning (FP) to
the satisfaction of the Treasury See (or Purser) who can verify that the FP
covers the necessities of org operation, the FP is transmitted to the
Treasury Bureaux Aide or Assistant Aide. It is again verified.
Accompanying the FP from Ad Council level must be a statement of
expected future income and its planning. It is upon this that the bureau
bases its authorization.
This authorization is then forwarded to the FBO complete with all papers
and FP.
The FBO on his own discretion then transfers to that org's Main Account
the needed funds. This is the ALLOCATION.
From this Main Account the org now further transfers funds to its other
accounts.
Any reserves being built by the org are taken from the allocation.
The management of the allocation remains with the org.
The judgment of the FBO, based on the org's expected income as stated in
the FP, and on the FP submitted, as to what amount the FBO allocates is
entirely up to the FBO and is not subject to appeal. The FBO must make his
experienced allowances for down periods and for the actual production of
final valuable products of the org.
Any cash shown on a cash/bills graph is cash salvaged from former
allocations (org reserves) or current allocations. The cash expressed on
the cash/bills graph of the
488
org must exist in actuality and must be real sums that can be expended. It
may not be "credit coming to us from an FBO" nor collectible but not
received sums. Even checks delayed in clearing may not be part of this org
cash figure.
The FBO also pays from his own funds so collected from orgs, management
expenses of the corporation incurred locally. These are no part of an org's
expenses.
The sums and accounts of the FBO are the property of the corporation and
no longer under the org's control. Allocated sums for the org are under the
org's control.
Funds requested by an org FP, or by an FBO from the corporation for a
specific use, must be applied to that use or refunded to the FBO if not so
used.
The orderliness and in-admin of a Treasury Division in an org are under
the overall supervision of the org's Treasury Sec and the org's Treasury
Sec and the state of his division and the reality of his activities are the
responsibility of the Treasury Bureaux of the corporation as well as under
the Executive Director or the Commanding Officer of that org or activity.
Balance sheets and other reports are under the same responsibility as
the Treasury Division; but in the matter of balance sheets and tax, also
come under the Guardian Office Finance to which both Treasury Aides and
A/Aides are answerable.
The viability of the org and area is the local responsibility of
Treasury Secretaries and A/Aides and Aides of the Treasury Bureaux and, as
it may seem to them to apply, the Guardian Office,
The solvency of the orgs and areas is the responsibility of the FBO.
The FBO statistics consist of cash paid in to management central
reserves and the allocation-production ratio of each org and of the area.
Management reserves are used for defenses and potential refunds and
management overall cost and viability.
Org reserves are used for local emergencies or periods of down stats or
large acquisitions to increase production.
The exact financial administration to bring this policy letter into full
use is offered for approval to and authorized by the corporate board.
Nothing in this policy letter disturbs in any way existing finance
policy except to modify the Cashier's and Dir Income's actions in turning
over all income properly accounted for to an FBO and receiving, via FP and
the Treasury Sec of the org and the Treasury Bureau application, from the
FBO the allocation passed upon by the FBO.
L. RON HUBBARD
Founder
LRH:nt.sb.rd.gm Copyright C) 1971 by L. Ron Hubbard ALL RIGHTS RESERVED
489
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 29 JANUARY 1971R
Remimeo REVISED 27 OCTOBER 1982
Finance Packs
SO and Scn Orgs (Revised to align with current
FBO Hat organizational structure)
Finance Series ]R
FLAG BANKING OFFICERS
The International Finance Office is an autonomous office. It has
representatives in every bureaux and every Flag Operations Liaison Office
and every org, SO and Scn.
It is located on the org board in the Office of LRH.
Its authority stems from the authority of the ecclesiastical hierarchy
of Church of Scientology International.
Its representative is called the FLAG BANKING OFFICER (FBO).
When the office is established in an area, the following is the
operating procedure.
The FBO verifies and collects all income received by the org from the
Cashier or Income Dept, Div III, Treasury Division. This is done daily.
Appropriate receipts are given the Cashier or Director of Income.
The FBO immediately banks this money in a Finance Office account or in
his safe, making express and useful records of this action.
When the org or activity has undertaken its financial planning (FP) to
the satisfaction of the Exec Council who can verify that the FP covers the
necessities of org operation, the FP is transmitted to the FBO.
Accompanying the FP from Exec Council level must be a statement of
expected future income and its planning.
The FP is then forwarded to the FBO complete with all papers.
The FBO on his own discretion then transfers to that org's Main Account
the needed funds. This is the ALLOCATION.
From this Main Account the org now further transfers funds to its other
accounts.
Any reserves being built by the org are taken from the allocation.
The management of the allocation remains with the org.
The judgment of the FBO, based on the org's expected income as stated in
the FP' and on the FP submitted, as to what amount the FBO allocates is
entirely up to the FBO and is not subject to appeal. The FBO must make his
experienced allowances for down periods and for the actual production of
final valuable products of the org.
Any cash shown on a cash/bills graph is cash salvaged from former
allocations (org reserves) or current allocations. The cash expressed on
the cash/bills graph of the
490
org must exist in actuality and must be real sums that can be expended. It
may not be -credit coming to us from an FBO" nor-collectible but not
received sums. Even checks delayed in clearing may not be part of this org
cash figure.
The FBO also pays from his own funds so collected from orgs, management
expenses incurred locally. These are no part of an org's expenses.
The sums and accounts of the FBO are solely under the control of the FBO
and no longer under the org's control. Allocated sums for the org are under
the org's control.
Funds requested by an org FP from the FBO's accounts for a specific use
must be applied to that use or refunded to the FBO if not so used.
The orderliness and in-admin of a Treasury Division in an org are under
the overall supervision of the org's Treasury Sec, and the org's Treasury
Sec and the state of his division and the reality of his activities are the
responsibility of, as well as under, the Executive Director or the
Commanding Officer of that org or activity.
Balance sheets and other reports are under the same responsibility as
the Treasury Division but in the matter of balance sheets and tax also come
under the Finance Network to which both Treasury Aides and A/Aides are
answerable.
The viability of the org and area is the local responsibility of
Treasury Secretaries and A/Aides and aides of the Treasury Bureaux and, as
it may seem to them to apply, the Finance Network,
The solvency of the orgs and areas is the responsibility of the FBO.
The FBO statistics consist of cash paid in to central reserves and the
allocationproduction ratio of each org and of the area.
Central reserves are used for defenses and management overall cost and
viability.
Org reserves are used for local emergencies or periods of down stats or
large acquisitions to increase production.
Nothing in this policy letter disturbs in any way existing finance
policy except to modify the Cashier's and Dir Income's actions in turning
over all income properly accounted for to an FBO and receiving from the
FBO, via FP, the allocation passed upon by the FBO.
L. RON HUBBARD
Founder
Revision written at the request of the
CHURCH OF SCIENTOLOGY
INTERNATIONAL
Adopted as official
Church policy by the
CHURCH OF SCIENTOLOGY
INTERNATIONAL
CSI:LRH:iw.gm
Copyright Q 1971, 1982
By L. Ron Hubbard
ALL RIGHTS RESERVED
491
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 13 FEBRUARY 1971
Remimeo
Add Finance
Checksheet
All FP Members
Finance Series 2
FINANCIAL PLANNING TIPS
FP need not be a burden at all.
If these five conditions exist then FP is very easy.
1. PRODUCE AS AN ACTIVITY. Look over what your products should be,
particularly your valuable final products, and then begin to get those
products somehow anyhow. This and only this is the shining reason why you
can have a decent allocation. If it is then denied you, you can howl and be
sure of redress. A cap in hand with no product is a sure route to chopped
FP. (Example: An org with half a million collectable on its books but which
didn't even send out statements had an awful time with FP. Asking for
"allocations" that were really handouts, neither its FP body nor its FBO
fully understood WHY, but it just seemed unreal to give it money. It was
asking for money. It wasn't requesting the return to it of money it had
made and was entitled to. It did not make other value so could not justify
value. Therefore it "sort of looked odd" to Finance. Even Finance did not
know why. The wildest example of this was the 1950 LA Foundation which,
under a US Navy ex-rear admiral, wanted $47,000 a week to subsidize a
foundation potentially making $80,000 a week. But he closed its doors and
wouldn't run it until he could get "legal" and subsidized. Another one is
DK 1969 wanting Flag to pay it $3,000 a week to keep it going when it
wasn't even sending out letters and did not even own a typewriter yet was
accidentally making $5,500 a week average. There are tons of such examples.
Activities go on to government appropriation think instead of promote-sell-
collect and deliver and wind up with no pay, no food, no uniforms and FP
troubles and conflicts you wouldn't believe possible.)
2. KNOW YOUR FINANCE PACK. When members of FP bodies have not done their
finance pack, they get into total confusion. Further, any finance authority
gets disgusted with their admin irregularities and won't regard their
propositions or troubles with any seriousness. Failure to do, refusal to do
a finance pack (which only takes a couple part-time study days) can give an
FP body a bad name with Finance people simply because their ignorance is
mistaken for foolish proposals.
3. SEPARATE OUT DIFFERENT TYPES OF EXPENDITURE. An early FO on "title"
of various items helps clarify. Find out and get it agreed to what is
covered under Title A (permanent), Title B (valuable nonexpendable) and
Title C (issuable or usable) and get Finance to agree to what is which and
exactly what one is doing FP on and the tangle becomes easier to undo. What
is Permanent Fixture? Does one FP for new ships, new buildings, vital
repairs, vital spares? (Actually no, but it has to be covered in general
finance.) Is one FPing for gimmicks and oddities and possibly useful things
(Title B). Or is one FPing for expendables, wages, food, fuel, papers?
(Title C.) Maybe one FPs for all three BUT in the category of necessities
to operate and would be nice and future hopes. Necessary spare parts for
Title A that would break everything down are of course necessities. So
probably should pass without question. Whereas Finance people often don't
see them that way. Wages, food, uniforms, fuel are subject to cutbacks
where an activity is not able to demonstrate production. Good idea Title B
usually comes in for purchase when the activity is really making the money
and otherwise are a yawn. Future hopes depend totally upon one's profitable
use of what one has. Once you get all this agreed to with Finance people,
they can't change the rules on you every FP. And a lot of the strain goes
out of it. No FO or P/L could easily set up
492
exact rules for every type of activity there is. Essentially it would be
what is agreed upon between the Finance people and the FP body. The Finance
people want to get cash to reserves and they resent justly a freeloader
activity that has subsidize or unwise think. They want to give an activity
X beans (money) and get back X beans plus. When they give out X beans and
get back no beans, they are hard to live with. Even a ship that produces no
money directly still sells org help events and trained experienced SO
members for beans from orgs. Any org would give it good hard beans for real
help and trained experienced SO members. If AOLA could "buy" all the
excellent SO members it wanted and needed from the station ship it would be
delirious with joy. But if the station ship has not been making them, it
has a hat-in-hand aspect to Finance people. Finance people then shift the
rules around to try to get out of giving any money at all, naturally. While
this is covered in No. 1 above, it also affects No. 3, this one. Everything
is considered Title C, even the ship, and subject to total reduction as it
does not increase Finance people's viability. So "the rules" get shifted on
the FP body. If it isn't making a valuable final product that can be
changed for cash with something that has cash (No. 1 above) and if it
doesn't know general finance rules (as in No. 2 above) and if it has no
solid agreement with the finance authority on Title A, B and C, then of
course FP is a nightmare for everyone concerned.
4. NEGLECTING NECESSITIES. When an FP body is not aware of the
necessities of its operation and neglects to FP for them, Finance people
(Bureau Three Treasury and FB0s) have to do it for them. This causes a lot
of bad feeling from Finance people. A new drinking fountain or trampoline
mat for staff and no postage FPed for is sure to cause a lasting engrain!
An FP body should have a list of vital necessities by division and FP for
those first before it begins to wonder. Strangely, pay, food, uniforms are
not considered necessities. They do not directly influence an activity's
income. A "necessity" is what it takes to make products and valuable final
products. In a cap-in-hand activity food is qualified as "some food,
oatmeal maybe." Pay becomes "maybe but no bonuses ever." Uniforms become
"none." Recruiting posters YES. Fuel becomes "economical amounts carefully
used." Training materials becomes YES. So what's a necessity? A necessity
is what it takes to make the valuable final product, not individual
survival but group survival. So an FP body doing individuated think can get
in severe FP trouble just by the nature of economics,
5. USING FP TO NEGLECT DUTY. It is a shame but true that people will
excuse lack of vital action by blaming FP. "The building burned up because
we couldn't get fire hoses through FW' "The main engine broke down because
FP rejected. . . ." Actual tracing of such statements usually discloses the
item was never FPed for at all even to the FP body or that an "FP" was used
as a means of escaping the work. If you buy all this blame of FP you will
think FP and Finance people villainous. Actually FP is often a whipping boy
to excuse not doing the job or to delay it. Failure to handle and saying it
was FP when it wasn't is Comm Ev stuff. So don't let FP get a bad name
unjustly. It's grim enough even when done right.
The future of any activity depends upon these five factors above. It is
an economic world in which we live, regardless of "isms" like capitalism or
communism or socialism.
If you have these five things cared for, you can do FP quite merrily.
The essence of getting money is making money in the first place. FP is
the second step of what do we do with the money we make. It will never
solve neglecting to make it. You always have trouble with money if you
don't make any.
I hope this helps lead some finance bodies out of the jungle into the sun.
LRH:sb.rd.gm L. RON HUBBARD
Copyright C 1971 Founder
by L. Ron Hubbard
ALL RIGHTS RESERVED
493
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 17 FEBRUARY 1971RB
Remimeo RE-REVISED 27 OCTOBER 1982
Finance Packs
SO and Scn Orgs (Cancels and replaces
BPL 17 Feb. 7 1 R, same title.)
Finance Series 3RB
BASIC FBO DUTIES
(This issue was originally issued as a policy letter taken from
notes of a conference by the Founder. It was approved by the
Founder and adopted by the Board of Directors including the
Bank Accounts section written by the Founder. It was revised
and reissued incorrectly as a BPL dropping the Founder's
section on Bank Accounts. It is being reissued at the request
of the Church of Scientology International in original form,
revised to align with new Int Finance Network and with
correct signatory and issue type. It now has the full force of
policy.)
References:
HCO PL 29 Jan. 71 Finance Series IR
Rev. 27 Oct. 82 FLAG BANKING OFFICERS
HCO PL 13 Jan. 71 Finance Series 2
FINANCIAL PLANNING TIPS
ORG CASH COLLECTIONS
The FBO collects the cash from Div 111.
He verifies what he has received.
He gives a receipt for it.
He writes it all down in his records, making a total list of what the
monies are.
He makes out a bank deposit slip.
He goes to the bank and he deposits the money in his FBO No. 1 Account.
FP LINE
Exec Council of the org passes on and finalizes its FP and hands it to
the FBO who verifies it by production for himself.
The FBO writes a transfer check from his FBO No. 1 Bank Account and just
transfers the FP amount to the org's bank account (Main Account).
The org's own officers are signatories on their own bank account.
The FBO and the Finance Enforcement Officer of the org are signatories
on the FBO account. Where there is no Finance Enforcement Officer, the
D/FBO or CO or ED are cosignatories.
494
The FBO has a second bank account (FBO No. 2) to which he transfers
money for management expenses.
He transfers money from the first (FBO No. 1) account to SO (not org)
reserves.
The FBO keeps an invoice-disbursements system on his No. 2 Account.
The FBO never spends any money out of his No. I Account. Money goes into
it and is transferred out of it. Only transfer checks are drawn on it (to
SO reserves or to Org Main Account).
The FBO keeps enough float in his No. I Account to cover bounced checks.
Checks bounce ONLY on that account.
The minute a check bounces or fails to clear, the FBO reports the drawer
for false report and personally contacts him to establish whether the check
should be represented or another check drawn.
This transaction does not go through the org Div III and is not entered
on the org's books. The org is left in the position of the customer's
friend. It is the FBO who is the customer's devil.
Div III collections have to do with collecting Qual credit invoices and
advanced payments and any other credit advanced by the org.
BANK ACCOUNTS
FINANCE OFFICE (org name) NO. I ACCOUNT. Signatories: FBO of the org and
Finance Enforcement Officer of the org as well as international officers.
No org officers except as needed in the absence of the Finance Enforcement
Officer and D/FBO. Transfers only. Requires both signatories.
FINANCE OFFICE (org name) NO. 2 ACCOUNT. Signatories: FBO of the org,
Finance Enforcement Officer of the org and international officers. No org
officers except as needed in the absence of the Finance Enforcement Officer
and D/FBO. Management expenses, no org expenses. Requires both signatories.
ORG MAIN ACCOUNT. Receives only monies transferred from FBO Account No.
1, never from Cashier. Usual org signatories. The allocation received from
the FBO goes into this account. All org expenses, salaries, etc., are paid
from this account.
ORG RESERVE ACCOUNT. Receives any funds like building fund org is
holding as reserves for the org as saved from allocations. Held by and
signed on by the org officers.
HCO BOOK ACCOUNT. Used as per policy. Any monies belonging to it
collected by FBO, into his No. I Account and transferred to HCO Book
Account by him. Usual org signatories and D/FBO who is the holder of the
checkbooks.
L. RON HUBBARD
Founder
Revision written at the request of the
CHURCH OF SCIENTOLOGY INTERNATIONAL
CSI:LRH:iw.gm Adopted as official
Copyright@ 1971, 1982 Church policy by the
by L. Ron Hubbard CHURCH OF SCIENTOLOGY
ALL RIGHTS RESERVED INTERNATIONAL
495
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 17 FEBRUARY 1971-IRA
Rernimeo REVISED AND REISSUED 27 OCTOBER 1982
Int Finance
Network
FBOs
Exec Council (Cancels and replaces HCO Policy Letter of 17
Ad Council February 1971R, Rev. & Reiss. 16 Aug. 75 as
Dept 7 BPL, same title.)
Dept 8
Dept 9
Finance Series 3-1RA
HANDLING OF BOUNCED CHECKS AND REFUNDS
(Modifies the canceled BPL 17 Feb. 71R, Finance Series 3R in that bounced
checks must be minus invoiced by orgs and debited to the customer's account
so that service is not delivered against them until re-collected. Reissued
as an HCO Policy Letter with the full power of policy.)
This policy letter outlines the exact handling of bounced checks
including FBO actions as would be required in connection with HCO PL 29
Jan. 1971R, FLAG BANKING OFFICERS and HCO PL 17 Feb. 71RA, BASIC FBO
DUTIES.
It is a duty of the FBO to safeguard incoming monies and to ensure that
all income is properly and legibly invoiced by the org and that the exact
same amount is collected and receipted and banked by himself each day.
FBO records must therefore agree with and verify those of Div 3 always.
All daily income collections are thoroughly checked by the FBO before
issue of any invoice of receipt.
He carefully checks the tape total of the day's income against org
invoices. He checks the invoices for admin correctness and legibility. He
ensures that all copies of any voided invoices are stapled to the in-series
copy.
He then tape-totals the checks and counts the cash against invoice
totals.
These must equal the same amount exactly.
He inspects checks for correctness of date and endorsement and quickly
obtains any needed corrections.
The FBO then issues his invoice to Dept 7, made to "Dir Income" or
"Cashier" in the exact currency of receipt.
He ensures that his deposit slips equal the same amount as org invoice
total and the amount of his receipt for the money.
All org income is then deposited to the Finance Office Account No. 1.
BOUNCED CHECKS
Thus, any bounced checks are returned from the bank to the FBO.
The FBO receiving a bounced check from the bank debits it to the org with a
496
MINUS INVOICE of the same number series on which he issues his invoices of
daily collections from the org.
The org Dir Income or Cashier then at once writes his own MINUS INVOICE
debiting the account of the person who presented the check. A copy is
provided the FBO.
This protects the org from delivering services which have not in fact
been paid for. One org had on its books in excess of $20,000 which had
bounced and remained uncollected but which still showed in the customers'
files as credits!
COLLECTION
The bounced check is now subject to immediate re-collection action by
the FBO, who reports the drawer for FALSE REPORT and personally contacts
him to obtain a new check or OK to redeposit.
The FBO makes notes of all collection actions on a single sheet to which
all other related papers are attached.
When the FBO has secured collection on the check, he writes an invoice
crediting the org, attaching a copy to his collection notes to indicate
collection complete. These are then filed.
The org Dir Income or Cashier then at once writes his own CREDIT invoice
showing "BOUNCED CHECK COLLECTED" and crediting the person's org account.
The re-collected check is banked by the FBO.
WEEKLY INCOME TOTAL
Gross income as reported on OIC is the total of monies collected by the
org and is unaffected by bounced checks or bounced check collections.
Minus invoices for bounced checks are NOT deducted from the weekly
income total; and re-collected bounced checks, having already counted as
income once, are not again counted.
PACKET INVOICES
Div 3 weekly invoice tape total excludes any invoices for bounced checks
or bounced checks collected.
The FBO's weekly invoice tape total excludes any such invoices but a
separate tape is made by the FBO for any bounced checks and a third for any
such collected that week.
FBO deposit slips for checks being redeposited are made out separately
and are so marked by the FBO to distinguish them from org income being
banked.
ADVANCE COLLECTIONS AND BOUNCED CHECKS
Advance collections obtained from persons in the org on behalf of others
were discovered in one org to be at the root of large numbers of bounced
checks.
Services are often sold to family groups with one member paying for some
or all of them.
This is not uncommon and is perfectly legitimate.
But beyond that, org personnel may not solicit payments from staff or
public on behalf of others.
497
Orgs may not arrange for checks to be issued temporarily on behalf of
another between public persons or with staff to obtain collections.
Occasionally a student or pc in the org offers payment for a friend.
That's fine.
But orgs may not solicit or suggest it. Not ever.
Advance collections are obtained by industrious collection from "hot
prospects" and other potential customers.
The essence of it is selling the service, collecting the money from the
customer and getting the service delivered. (Unused prepayments are subject
to refund.)
REFUNDS AND REPAYMENTS OF PREPAYMENTS
Refunds and repayments of prepayments are not minus invoices but are
paid by Dept 8.
A voucher copy debiting the customer's account is placed in his accounts
file.
Any monies required for such by the org must be obtained from the CVB
Reserve Payment Account before payment from the org's Main Account.
Refunds and repayments are handled per Scientology Policy Directive 28
July 1982, REFUND REPAYMENT CLAIMS.
L. RON HUBBARD
Founder
Revision written at the request of the
CHURCH OF SCIENTOLOGY
INTERNATIONAL
Adopted as official
Church policy by the
CHURCH OF SCIENTOLOGY
INTERNATIONAL
CSI:LRH:dr.gm Copyright 0 1971, 1982 by L. Ron Hubbard ALL RIGHTS RESERVED
498
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF I MARCH 1971RA
Remimeo Issue 11
Finance Packs REVISED AND REISSUED 27 OCTOBER 1982
FP Members
FBO Hats
(Cancels and replaces BPL I March 1971R, re
vised and reissued 18 July 1975 of the same title.)
(This HCO PL was originally issued in HCO PL
form adopted by the Board of Directors and later
revised and reissued incorrectly as a BPL. It is now
reissued at the request of the Church of Scien
tology International in full with minor updating
and has the full authority of policy.)
Finance Series 4RA
INCOME SOURCES
Added to FBO duties are
a. Income demand
b, Tracing and summarizing of present and past income sources of
the org for the org.
He does this from actual invoices and promotion returns and accounts
collectable files.
As a routine activity, he searches old records and invoices and files to
detect and revive any past income sources no longer current, as well as
summarizing current income.
Results are presented to the Exec Council and Ad Council by the FBO.
None of this relieves the Registrar or Ad Council or Exec Council or Div
3 of responsibility for income and collections.
Ad Council also has copies of its departmental income sheets, posted
weekly by dept heads against service department copies of invoices.
Ad Council statement of projected future income, which it presents to
Exec Council, can now be based on a planned increase of actual past and
current products and income sources and promotion successes and new income
planned.
The planning by which the projected income is to be made is expressed in
the FP.
An FP body and its FBO must know its products and income sources cold to
be able to plan at all and to make the projected income materialize.
An FP body that can project expected income with reality and can produce
an FP that will obtain increased org products and the projected income
amount sensibly and realistically will have no trouble with finance
authorities.
An FP body that cannot do this will have endless trouble with finance
authorities
499
and an FBO who cannot allocate accordingly will have endless trouble with
FP bodies.
FP LINE
Added to the FP line is the FBO's prepared statement of summarized
income sources of present and recent weeks and any previous income sources
discovered and promotion successes insofar as they are available.
These are provided Ad Council and Exec Council by the FBO prior to
financial planning. The presentation is in figures and is factual, not
opinion.
Copies of such FBO reports are sent to the Continental and Int Finance
Offices and to Flag Data Bureau. Ad Council and Exec Council now have a
basis on which to plan projected future income with reality.
Ad Council, having prepared its statement of projected income and
proposed its FP, passes the FP to the Exec Council who finalize the org's
financial planning and income planning and then present it to the FBO for
the approval of the allocation.
ALLOCATION
The FBO looks at (a) expectancy of income as laid out by the Ad Council
and Exec Council of the org and (b) the amount of FP. He makes his
allocation accordingly.
When the org is really making the money and can project still more with
a good FP realistically planned, the FBO must take this into account in
allocating for items of image and facility improvement which may not
directly cause income increase but which were earned by high production and
high income.
The amount of an FP is of less concern to the FBO than an increased
allocationproduction ratio.
Activities (orgs) that have no direct expectancy of income are put in a
cap-in-hand status and demand is made to produce income and meanwhile
here's a bare necessity handout. The FBO tries to get more in from the
activity than he gives out by considerable.
FINAL FP AUTHORITY
The FBO is the final FP authority and, as such, arbitrates on any
disagreements or disputes in the FP.
Adjudication is based on current income and the reality of projected
future income and the sensible and realistic planning of the expenditure
that will result in that amount of gross income which has been projected.
Any staff member who feels that the use of the org allocation is
incorrect may appeal directly to the FBO on the matter per HCO PI, 4 Sept.
71RA, FP AND NECESSITIES and where dissatisfied with the result of the
appeal may take his appeal to the Cont FBO or FBO Int per that PL.
L. RON HUBBARD
Founder
Revision written at the request of the
CHURCH OF SCIENTOLOGY
INTERNATIONAL
Adopted as official
CSI:LRH:iw.gm Church policy by the
Copyright a 1971, 1982
by L. Ron Hubbard CHURCH OF SCIENTOLOGY
ALL RIGHTS RESERVED INTERNATIONAL
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