Posted by Seeker [Seeker] on November 10, 1999 at 19:22:34 {AAJB0ph6mYjQkQtcahuY79YAW9JMpc}:
Greetings all.
I have noticed a bit of a stir over the new public relations Web site. Lots of outraged comments about lies, lies, lies! Here is a modest suggestion:
Remember that this is a public relations web site. P.R. is a special form of communication. It is designed specifically to express a definite point of view. It isn't meant to give all sides of a story, but only the side you want told. Spin doctoring, it is called in political settings.
So what the public relations department is doing on this site is quite normal and correct -- from a P.R. point-of-view. Running around yelling "lies" doesn't really accomplish anything. Those who are familiar with P.R. technique will not be impressed, for they know how the rules are played.
It's similar to a defense lawyer. Their job is not to tell the truth. Instead, their job is to get their client acquited. So they tell only as much of the truth as helps their side -- and not one word more. This is proper, from a legal perspective. They are just doing their job.
So it is with P.R. work. They are just doing their job, like any corporate P.R. person. It isn't a lie, it's just subtle and tricky P.R. that tells only part of the truth.
Now, one could argue that the WTS should be above such methods, and should unequivocally express the absolute truth no matter what the consequences, rather than being as devious as a typical corporation or lawyer. That is my opinion. However, the WTS would pull out the old 'cautious as serpents' scripture, and the friends would go along.
My modest suggestion? Tone down the rhetoric, lower the emotional level, and stick to the absolute facts. There are plenty of facts that can be brought to bear against the WTS without getting side-tracked on legal or P.R. shenanigans that play within their self-emposed rules.
Seeker