It’s a P.R. world. Public Relations is the technology of communicating management policy in a way that has people adopting it as their own. Or simply, PR is the advertising that gets you to buy an agenda.
Probably the most successful PR campaign of our time was David Axelrod’s campaign to get Barrack Obama elected to the United States Presidency. Apparently, the Chicago political machine decided it wanted the White House. A candidate was chosen. He had to look good, be able to talk and be appealing to masses of young voters. Enter Barrack Obama, a green Senator with only a short time in public office, with virtually no business experience who had charm, wit and a law degree. It was brilliant. Rock bands were hired to perform free concerts. In Germany, one of Europe’s top names performed a free concert just before Obama spoke. Thousands turned out for the concert and then listened to what the man had to say. In the US, Springsteen tickets can run $100s. He was free for Obama. The country was ripe for change after a President who had been hammered ceaselessly in the liberal press for years. Bush’s fiasco with the missing weapons of mass destruction in Iraq set the stage for a Democratic Party takeover.
David Axelrod has been plotting campaigns for Democrat politicians since 1985. His offices in Chicago hold a second private company called ASK Public Strategies that specializes in campaigns to bend public opinion for the good of corporations. Axelrod is famous for a technique called “Astroturfing,” wherein front groups are formed to do protests or rallies in favor of whatever the PR firm wants. The client pays. If there is a fight to eliminate dogs from city parks and Axelrod’s firm is in charge, be sure there will be a Citizens Against Barking Dogs group formed to protest loudly on the steps of City Hall. ACORN was ready made for the Obama campaign. They had thousands of employees and volunteers across the country. The unions joined onto the PR wave. Front Groups abounded across the country for Obama. (Note Mr. Axelrod no longer runs those firms because he is in public office but his long time partners are still plogging away.)
Axelrod had media connections going back decades that were outside the political arena. The message formulated by Axelrod et al was “Change and Hope.” “Yes we can,” became a battle cry across the nation. It was like Woodstock on steroids. Yes we can What? never came up. The Republicans were campaigning in the tired old 1990’s style and had no traction against Axelrod’s PR machine.
So, here’s the formula:
1. Define your goal.
2. Do thorough surveys of public opinion on the subject. Get their “button words,”
3. Concoct your message to push those buttons.
4. Select a candidate or spokesperson to deliver your message.
5. Enlist every press and media contact possible to support your campaign.
Now comes the interesting part, how to manipulate the press and media for coverage. A good press release needs 4 things 1.) A controversy, 2.) Big names, 3.) money, and 4.) it must put someone in the spotlight who is being attacked. (not really necessary, but sex will send it viral.) Politics is a ripe field for all items.
6. Once you have the media on your side, give the public what it wants and that’s usually something for nothing. Free rock concerts did the job in Axelrod’s campaign.
There’s a pretty strong caveat in the PR world; Don’t tell lies; tell an acceptable truth. Lies are mine fields, sooner or later one of them will blow up. In this case, ACORN was a mine waiting to go off and it did.
Now, after almost a year in office, and only in my opinion, Axelrod’s PR machine for President Obama is showing wear and tear. He apparently keeps throwing his ex-client, now President, back to campaign rhetoric when what the country wants is the appearance of an adult running things. The stimulus hasn’t worked, maybe it still will, Bills are getting passed that aren’t being read and hundreds of $billions of taxpayer money is going down the drain in bail-outs. Jobs are being lost and the economy is not rebounding as they said it would. Like that old commercial, “Where’s the Beef?” people are now asking, “Where’s the Change?” The carefully constructed talking points that are emailed every morning to supporters across the country are no longer carrying the day. That goes for both Republicans and Democrats. It seems to be politics as usual in Washington–all about what’s going on in the Beltway, not about what’s happening in our world.
You can use the formula above for any product or subject. The next time you read an article, try and look behind the words for the agenda it represents. What is the author trying to get you to believe? For myself, I don’t care what your politics are. I do care that you know when someone is trying to bend your mind.