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Tips on Effective Propaganda AKA 'Public Relations':

New Version, Updated 2008, copyright 2005, 2008

Tips on Effective Propaganda AKA 'Public Relations':
This guide is intended to be the most functional, reference and introduction to propaganda. I intend to cover as much ground in the shortest form possible; so you could call it utilitarian. While no hands are held- if you have any experience with the media, lying to your parents, or reading into shit you should be able to use this as a very valuable guidepost on your way to freedom.
Tips on Effective Propaganda AKA 'Public Relations':
This guide is intended to be the most functional, reference and introduction to propaganda. I intend to cover as much ground in the shortest form possible; so you could call it utilitarian. While no hands are held- if you have any experience with the media, lying to your parents, or reading into shit you should be able to use this as a very valuable guidepost on your way to freedom.
Tips on Effective Propaganda AKA 'Public Relations':
_______________-A primer-__________________

' :By: '
||
______________*~_Feral_~*_________________


W/ no thanks to Freddies and all thanks to PDX,
you know who you are. PS: Save the Fucking Trees!

V. 1.0 ; 2008

Cascadia Copyright / Feel free | encouraged to use, and distribute freely as long as document remains intact and proper credit goes to me. Quote as necessary / fair use. Just so long as no profit is gained! (This means you MicroCosm)


Disclaimer/Preface: This is a zine that's a long time coming, 5 years to be exact
Starting with a desire to beat the media masters at their own game on their own turf. After years of competing for middle america's attention and frustrated trying to reach an audience already held captive by media elite I decided to join that elite and catch my share. I finally went all the way to University to learn the tricks of the trade so that they could be brought back to you dear reader. This guide is intended to be the most functional, reference and introduction to propaganda. I intend to cover as much ground in the shortest form possible; so you could call it utilitarian. While no hands are held- if you have any experience with the media, lying to your parents, or reading into shit you should be able to use this as a very valuable guidepost on your way to mindFucking freedom. Although this may contain new terms to you, it should be comprehensive enough to give you all you need, and google the rest.
Enjoy. And drink responsibly.


Now politely referred to as 'Public Relations' I prefer to call it as it is, was, and always will be, propaganda. The official definition or function rather of PR is to "Adjust an organization to its environment, and more specifically [as my professor chuckles] to adjust an environment to its organization". This Zine draws from roughly 100 years of knowledge gathered from the most tested, tried and true sources. Many should be able to find use in this including those wishing to write better press releases for their band and hopefully future versions including more in-depth knowledge and a broader scope. And to those involved with the pioneering of said knowledge:
Mien Kampf; Hill & Knowlton (think gulf war); Pavlov; What more can I say than- see you in hell.



Tools of the Trade
Rules for effective propaganda
Media Relations
Meeting the Press
Tips on Framing issues


Tools:
---------

Like any trade, propaganda has its own tools. Corporations and PR firms have traditionally used things such as press conferences and releases with a large degree of success to communicate their message along with paid advertisements. However they are limited (although sometimes marginally) to the means with which they do so. Extra-legally they have [some] standards they have to uphold [only when someone is watching, seriously] and the degree to which people will find their message credible. Many groups will find that these standards do not apply to them or that you may even get a great deal more mileage out of the creative employment of less traditional / a-synchronous communication (Guerilla Media). So keep this in mind as while I won't encourage any abhorrent behavior I wouldn't suggest you do anything less either. Remember, all's fair in war and capitalism so long as no-one's watching. And it should be noted some of the first acts of PR 100 years ago involved setting up funds/trusts/foundations for people said corporation hurt so as to give an impression of care and take heat off an issue where there is truly little compassion. - i.e. McDonalds setting up the 'healthy bodies' foundation or some bullshit, use your imagination, sky's the limit.

>
-Press releases: Broadcast, Print
Use the 'Hard News' format
Most important info first then in descending order
Video News Releases

As far as Press Releases go, I've seen a lot and most are awful. Keep in mind media outlets receive hundreds upon hundreds a day. Your best bet is to keep it SHORT and simple. Don't be an ass. 5-8 lines for an event should be PLENTY. You should also be wise to note press times for said outlets (see notes on newsworthiness). Be sure to include at the top: A contact person, Date/Time for release (immediately is popular), and the date published.
If your event is on a Saturday... well good luck on getting it on the local Sat. night news. Because most towns don't have a Sat. news program. You'd be suprised how many people overlook these details. Deadlines for Newspapers and TV are similar. Call for specifics but 12-2 the day of for broadcast media; and 4pm the previous day for print media is a handy rule of thumb.

-Backgrounders:
Key background info
History
Charts / graphs / video
All come in a 'Press Kit' w/ manila folder

-Public Service Announcement
-Advertising
-Collateral Publications (Newsletters, Brochures, Posters)
-Articles / 'Editorials' (Yep you write 'um, you'd be suprised how many magazines/newspapers publish articles submitted when properly voiced/formatted)
The most effective reference is when it's used once or twice in a whole article where it is the subject
-Speakers, Presentations, Street Theater
-Speakers Bureau's (very handy)


Rules for effective propaganda:
------------------------------------------

-Always portray yours as a life & death struggle (help convey urgency)

-Always address your message exclusively to the masses:
Don't give the impression their is a specialized group of concerned, but the impression that all are concerned

-The 'intellegencia' need not propaganda but instruction

-Anyone who wishes to concern themselves will need to seek out information piece by piece so they may put it together themselves. This greatly increases the credibility of the information as it is not gleaned from one source. It also acts strongly to make information internalized as the target is lead to build the forgone conclusion themselves

-Posters primary/only role should be to convey the 'subjects' significance. It is not meant to be entertaining or artistic at the messages expense

-If done well you should be calling the masses attention to certain:
-Facts
-Processes
-Necessitates
Whose significance is then, for the first time, placed in their field of vision.

-There is also a guideline used in PR to assess the 3/4 stages of 'readiness' of the public. Used to focus your message more effectively this can be extremely useful, I can not stress this enough- simply put:
-Knowledge of your cause's existence
-Where people stand on the issue
-Their readiness to believe and do your shit
{ - The buyer's stage regarding readiness to buy a certain product or service. At any time, people are in different stages: unaware, aware, informed, interested, predisposed to buying, and intending to buy. }
You should ideally using these guidelines to assess what stage your target is in (you may well have people in all varying stages). And focus specific messages at those targets taking them smoothly from one stage to the next.

-The 'art' in PR consists of doing this so skillfully everyone will be CONVINCED:
-The fact is real
-The process is necessary
-The necessity correct

-The role is to get attention, NOT to educate
[Quite contrary to popular belief educating the public is so totally an auxiliary function]

-Aimed solely at EMOTIONS, propaganda should be very limited to intellect

-All propaganda MUST be popular
-Shoot for the lowest common intellectual denominator
Put broad appeal before intellectual appeal, and avoid excessive mental demands

*You must understand the EMOTIONAL IDEAS of the masses*

-*Keep the campaign very limited to a few points
-You must harp on these in slogans until everyone knows them

-Make your arguments psychologically sound and 'preserve' / (prepare psychologically in an optimistic yet aggressive way) for failure
In other words Don't make your claims so outrageous that your audience finds them untrue and discredits you. This can be used very effectively to increase allegiance by reinforcing ideas when claims are encountered to be true. (For example recent drug ads linking real behavior with unrealistic actions.)

Also:

-Inclusive statements about potentially divisive events can be useful:
"Anarchists thought it was cool, yuppies thought it was a pain in the ass, but everyone found it necessary."
* Giving certain impressions to the impressionable you are actively creating the public's reality. This is also * * known as framing / framing an issue. More on this later. One of the single most important things to do. *

-Fire and impassion their hearts until they are ready to die
-Set 'them' up and prepare them psychologically for obstacles
"It may get hard, you will encounter violence from fascist people who wish to defeat justice; but when we do we will know we're winning" etc...

-Take an unflinching, one sided attitude towards everything

-Public Relations is a function of communication management

-The ideal occurs when an organization is recognized and that recognition is interpreted positively

-There are two types of information:
Controlled (ads, speakers, etc)
Uncontrolled (Press conferences, News releases)


Media Relations:
-----------------------

-Elements of Newsworthiness (The criteria used to judge what will and won't go on that nights news)

Consequence:
Educates, informs, important to a lifestyle

Public interest:
Unusual, Entertaining, Arousing

Timelines:
Current, Trendy

Proximity:
Involves famous people, local significance, events

Everything is always on record no matter what someone tells you


Meeting the Press:
-------------------------

-Always answer phone calls
-Set up ground rules
I can/will only talk about XXX
Set an agenda and stick to it
-Background info (rare)

-Don't assume expertise
You
Or audience
Or reporters
-Presume innocence (don't act ashamed!)
-Set context

-Talk in sound bites!
-Short sentences that stand on their own

Note press deadlines and release times
-Don't intimidate the press! (They are your 'friends!')
-Never rush, guess, or dodge questions
-Follow up by phone



Tips on Framing issues:
--------------------------------

-Let there be a call to action

-Reduce perceived costs of making change

-Make innovation easier to understand

-Increase perceived value of new idea

-Make issues less complex

-Reduce fear -- Unless you are connecting it with a solution

Below is US Federal news release that includes many of the above mentioned strategies such as "reducing perceived costs of making change", as well as many instances of good framing. It is an excellent example and will be annotated with a key at the end.
US Unveils New Driver's License Rules*1
WASHINGTON - Americans born after Dec. 1, 1964, will have to get more secure*2 driver's licenses*3 in the next six years under ambitious post-9/11 security rules to be unveiled Friday by federal officials.
Federal Government has spent years crafting*4 the final regulations for the new driver's license designed to make it harder for terrorists*5, illegal immigrants and con artists to get government-issued identification. The effort once envisioned to take effect in 2008 has been pushed back in the hopes of winning over skeptical state officials*6.
Federal effort still faces stiff opposition from civil liberties groups*7.
To address some of those concerns, the government now plans to phase in a secure ID initiative that Congress passed into law in 2005. Now, DHS plans a key deadline in 2011 - when federal authorities hope all states will be in compliance*8 - and then further measures to be enacted three years later, according to congressional staffers who spoke to The Associated Press on condition of anonymity because an announcement had not yet been made. DHS officials briefed legislative aides on the details late Thursday.
Michael Chertoff promoted the new rules Thursday with a council. "We worked very closely with the states in terms of developing a plan that I think will be inexpensive, reasonable*9 to implement and produce the results," he said. "This is a win-win. As long as people use driver's licenses*10 to identify themselves for whatever reason there's no reason for those licenses to be easily counterfeited*11 or tampered with."
In order to make the plan more appealing to cost-conscious*12 states, federal authorities drastically reduced the expected cost from $14.6 billion to $3.9 billion, a 73 percent*13 decline, according to Homeland Security officials familiar with the plan.
The American Civil Liberties Union has fiercely objected to the effort, particularly the sharing of personal data among government agencies. The DHS and other officials say the only way to make sure an ID is safe is to check it against secure government data; critics like the ACLU say that creates a system that is more likely to be infiltrated and have its personal data pilfered.
In its written objection to the law, the ACLU claims REAL*14 ID amounts to the "first-ever national identity card system," which "would irreparably damage the fabric of American life."
The Sept. 11 attacks were the main motivation for the changes.*15
The hijacker-pilot who flew into the Pentagon, Hani Hanjour, had a total of four driver's licenses and ID cards from three states. The DHS, which was created in response to the attacks, has created a slogan for REAL ID: "One driver, one license."
By 2014, anyone seeking to board an airplane or enter a federal building would have to present a REAL ID-compliant driver's license, with the notable exception of those more than 50 years old.
The over-50 exemption was created to give states more time to get everyone new licenses, and officials say the risk of someone in that age group being a terrorist, illegal immigrant or con artist is much less. By 2017, even those over 50 must have a REAL ID-compliant card to board a plane.
The photograph would be taken at the beginning of the application instead of the end so that should someone be rejected the applicant's photo would be kept on file and checked in the future if that person attempted to apply again.
The cards will have other security measures but will not contain microchips as some had expected. States will be able to choose from a menu which security measures they will put in their cards.
Most states currently check Social Security numbers and about half check immigration status. Some, like New York, Virginia, North Carolina and California, already have implemented many of the security measures envisioned in REAL ID. In California officials expect the only big change would be to take the photograph at the beginning of the application process instead of the end.
The State Department will check with other states to ensure an applicant doesn't have more than one license.
A handful of states have already passed legislation or resolutions objecting to the plan, often based on concerns about the extra cost*16.
*-*-*-Key-*-*-*
*1 Framing the issue, done throughout the release. Notice the language used. As I believe T. Leary said "the medium is the message". It frames the issue of national citizen database as "driver license rules". A far less controversial topic.
*2 Again 'good' framing, it calls a national citizen info database, "more secure" as if to say current standards are not secure (ie. You are in danger!) Note: "Do not increase fear-> UNLESS connecting it with a solution. There ya' go.
*3 "driver license" not National database
*4 Notice the language or 'qualifier' used, crafting as if to say "to make or produce with care, skill, or ingenuity"; not design, for example which would be to say "used execute, or construct according to plan. To conceive and plan <he designed the perfect crime>. To have as a purpose. To devise for a specific function or end. {webster's dictionary} Much more sinister, although accurate.
*5 More framing, it is all in the language, when you are framing an argument you are essentially writing the story, the fiction of our lives. It is a competing story however most usually. As most all stories have a "good guy" and a "villain". The language used indicates the villain in this story is "terrorists" and "hijackers" those opposed to the political ends of the new world government {G.H.W. BUSH}. As to be different from war-crimanals which the language uses to indicate in this case as the "good-guys".
*6 More framing, in this case the opponents are "state officials" and no one likes fat buerocrats right? In this case (used twice in this article) the Feds are saving us from "fat beurocrats". Isn't it ironic? Don't cha' think? A little too ironic, yeah I really do think. Notice no - where in the article does it mention ANY oppostion by United States Citizens. In fact the article tends to portray the case that all US citizens approve of the plan; and it is only "fat cats" who have a problem with the plan. Not exactly representive democracy is it? Although to my knowaldge no publicly released polling results are available I bet it is a vast majority of United States citizens that oppose the plan. Compared to only a very small minority of "State Representitives". Which would make the whole thing obviously more stinky. [sic]
*7 "Federal civil liberty groups" oppose the plan. Again no mention of private citizens. And fuck, who likes stinky hippies anyway (ACLU)? Certainly not middle america. Note how the article includes different aspects of society by using different statements with the same message, just different language throughout the article. See *6
*8 The language compliance is used, to 'frame' the idea, (fact) you have no choice. The 'law' is done. Comply, or converse implies: you are a criminal.
*9 "inexpensive... reasonable"; Reduce perceived costs of making change.
*10 The language "drivers license" is used again. Note that no where in the article, is the term National Database ID used explicitly. See above "the most effective refrence is often only made once" or less. The whole article is about a National Citizen Database yet it does not explicitly mention the MAIN SUBJECT once. Very good. (The big idea being, you can't argue against something your not even talking about) Fox News does this ALL the time.
*11 Here we are talking about thwarting counterfeiters, it implies the project has nothing to do with "big brother". (it has everything to do with)
*12 Again, mentions only opposition is with "cost concience" states. Again the issue here is costs, and states. Not citizens, not infringement of constituanaly gaurnteed right to privacy. If the article were explicitly about that imagine how much harder of pill this would be to swallow. Talking at cross purposes the propaganda gets you to accept something that is something else. The ol' bait'n switch. (see bait and switch)
*13 Reduce perceived costs of making change. So in the first half- the article frames the issue as being about cost. Then in the second half it says it solved the cost problem! When that's not even what it's about! (these guys are good, they obviously were good students)
*14 Language "REAL" used, in capitols. To say "your current license is fake", "unusable". The consistent problem with libertarians is the co-opt the language of the opposing sides propaganda, propogating the oppositions story. 'governtment good' 'citizen' = villain. It's going to be hard to get this 'story' to the forgone conclusion you want. If, throughout the story you are consistently portrayed as the "big bad wolf". Get it?
*15 Sept. 11 - Bad! Horror, & fear... aha! Don't worry they have a solution!
*16 Lies! Lies! Propoganda Hitler would be proud of. Check-it! A quick google provided me with this information (source below). The article again, at the end re-itarates its points, or only point; cost. "keep your campaign simple and limitied to only a few points. Repeat [ad naseum]". Where upon a fact check (hallmark of actual news vs. propaganda) provides the information that 33, not 17 states are in opposition (a 51% increase, typical of government accounting styles, also used when quoting number of physical protesters at events. Yet it goes unchallenged). as well as Federal Congressman (citizen representitves). And that opposition is in regard to Constitutionaly guaranteed right to privacy. Furthermore the DHS, which is ostensibly the main proponent, has in fact rejected the proposal. Also note the timeling of the entire hubris, it is done over a long period of time, from various outlets, making the outcome APPEAR inevitable.
""REAL ID Revolt Spreads to 33 States; By Martin H. Bosworth; ConsumerAffairs.Com; May 9, 2007
At least 33 states are pushing for laws or resolutions blocking the program, the Senate recently held hearings on its implications for civil liberties, and the Department of Homeland Security's own privacy department gave the initiative the thumbs-down.
At Senate Judiciary Committee hearings yesterday, Jim Harper, policy analyst for the libertarian Cato Institute, testified that the program was a "dead letter." Harper criticized DHS for not providing strong federal guidelines for privacy and security for the program, leaving it to the states to handle.""
Updated January 11, 2008 V. 1.0>>>>>>>>>>>>>>>>>>>>>>>>>>>>>
Good luck, More later, peace and love-
Go Feral!

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