Not since we read Thank You For Smoking have we been more intrigued with a books title. First we received Trust Us to review and we noticed that the authors had also done Toxic Sludge several years earlier. They literally begged to be read as a serial.
God, we only wish PR professionals had as much power and control over the media, government and the minds of people that the authors’ give us credit for. But in both books they have done very good research into some of the misguided and sometimes unscrupulous things our profession has done in the name of helping further the interests of clients.
Toxic Sludge starts with the basic premise that companies only operate in their own best interest and anyone can be bought or manipulated. All it takes is money and the right things can happen. The authors do an excellent job of digging into a number of very large dark closets we have in the industry. With very little effort they have put us right down there with the lawyers as far as people you want to live next to or have your daughter/son marry.
Rampton and Stauber start with their basic truth democracy is a failed concept because companies use the powerful tools of opinion formation to manipulate communities, states and entire countries for their self-centered economic and political gain. Actually if all of the documented cases worked the way they should have the desired results would have been achieved and everyone would believe it was in their self-interest that things turned out the way they did.
But as Mark Twain pointed out, “You can fool all of the people some of the time and some of the people all of the time. But you can’t fool all of the people all of the time.” Obviously Rampton and Stauber are two of the people PR practitioners haven’t been able to fool…all of the time.
Oops, maybe the environmentalists and special interest groups that are out there working diligently to protect us did fool them. Who knows?
Or perhaps there was more than one gunman in Dallas and there really are aliens stored in a hangar in Roswell.
The authors make a powerful set of points as they swing the pendulum from logic, reason and people really wanting to do the right thing to making you believe that all of the news you hear, see and read is controlled.
If only the paranoid will survive then Toxic Sludge should be required reading by everyone. But if you know that you don’t have as much power over the press, government and the minds of people as Rampton and Stauber give you credit for; you should read the book as a how-to, how-not-to guide. They do an excellent job of chronicling the techniques that have been used to form and manipulate public opinion. They show you how to use emotion to achieve your objectives. Likewise it gives you a more complete insight into how extremist groups can use the news media and public opinion to their advantage.
The authors did a very good job in showing the world our warts and in airing our dirty linen. But after you’re done reading the book maybe you’ll work a little harder to do the right thing for everyone involved.
Fortunately, their day jobs gave Rampton and Stauber plenty of time to research and write Trust Me. When they aren’t busy documenting the missteps and shortcomings of the PR industry in hardback, they are editor and associated editor of PR Watch, a newsletter published by the Center for Media and Democracy.
While you may be disappointed in or even ashamed of some of things other PR people have done under the banner of professionalism and the PRSA Code of Ethics, you will have to admit that the cases they cite are well researched and documented with tons of footnotes.
The beauty of scientific studies and research is that you can use it to prove any point you want to prove…start with a given premise, conduct the research and suddenly you’ve got expert “proof” that supports your position.
We found both books interesting, informative and at times even humorous in a sick sort of way.
At the end of each chapter and documented example, you really have to sit back and ask yourself, “Can corporate management really be that evil and uncaring about our world and humanity that they could take such positions? Are there people in our profession who are that easily manipulated or driven by money that they can rationalize, support and help advance those positions?”
We’re not condemning either party. What we do say is that both of their books are worth reading just to help you keep your professional perspective.
If not, Rampton and Stauber will probably devote a whole chapter to you in their next book … and we’re certain there will be a next book.
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Toxic Sludge Is Good For You!: - To learn more about this author, visit Andy Marken's Website.
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