When I ran for Congress: insights

by Jon Rappoport

September 19, 2017

“I met with one nutritional-supplement-company president, a self-involved oaf who bragged about his expensive tastes, his vacations, his large house. His main advice (he didn’t back my campaign with a donation) was to see his tailor and have him make me a high-priced suit.”

Ultimately, I believed vote fraud occurred in my 1994 run for a seat in the US Congress, from the 29th District in Los Angeles. I’ve written and spoken about that elsewhere.

This article is about something else.

I was running at the height of the so-called Health Freedom movement in America. My primary issue was the right of every person to manage his/her own health. The right to have access to the full range of nutritional supplements (under attack by the FDA). The right to consult alternative health practitioners (the FDA was attacking those practitioners). The right to know the full truth about toxic medical drugs. The right to refuse medical treatments. The right to have the FDA prosecuted for criminal collusion with drug companies.

The Health Freedom movement spawned more letters to Congress than any issue in the history of America. Several nutritional companies were backing the movement with money.

Eventually, during my campaign, I saw what was happening. Although millions of Americans wanted all those rights I just listed, and were becoming more aware of the extreme dangers of the medical/pharmaceutical cartel, the inside backers of the Health Freedom movement and their core “agents” wanted something very specific.

They wanted to pass the federal Hatch Bill, which would, they said, offer protection to the American public—people would continue to have access to the full range of nutritional supplements, and the FDA attacks would stop.

The Hatch Bill eventually passed and became federal law. But as a few smart attorneys knew and warned, the Bill had loopholes, and the FDA would still be able to throw up roadblocks against supplement companies.

My efforts, as a candidate, were much wider. I wanted a full-scale exposure of the crimes of the FDA. I pushed this issue. Hard.

The nutritional supplement industry backed away from my campaign (with one notable exception). They thought I was going too far. They wanted that Hatch Bill passed, and then they wanted to go home and continue business as usual.

I met with one supplement-company president, a self-involved oaf who bragged about his expensive tastes, his vacations, his large house. His main advice (he didn’t back my campaign with a donation) was to see his tailor and have him make me a high-priced suit.

At a high-level meeting of Health Freedom advocates, a silky smooth character I’d never heard of rambled on in New Age lingo about the “consciousness” of our cause. He emphasized how we all needed to have “cosmic tolerance” of the opposition. This wasn’t a hippie. He was a pro. His obvious job was to soften our actions and, of course, focus on getting the Hatch Bill passed.

My purpose was to ignite a popular movement in America that would take the FDA and pharmaceutical players to the wall. This was no pipe dream because, as I mentioned above, Americans were writing millions of letters to Congress. There was a chance of launching this movement out into new territory and putting enormous pressure on media and government, over an extended period of time.

But the nutritional supplement industry, and its leaders, wanted no part of this. They had their lobbyists and friends in Congress, and they wanted a typical inside push to pass a Bill. That’s all.

Near the end of my campaign, I saw that what I really was doing (without the necessary backup) was mounting a public relations force for the truth. A few of us were working in this direction. At the time, we didn’t fathom all the tools and support we needed. We were learning on the job.

We were staging a Broadway play without backers in a theater we couldn’t afford.

In the aftermath, there was a grand opportunity for depression. I had zero interest in that. For me, depression has always been too depressing.

I had learned a great deal about bait-and-switch, and about how agents infiltrate an operation (the overall Health Freedom movement).

It was my first experience in seeing, up close and personal, New Age thinking deployed to deplete energy, erase moral outrage, and promote endless conversation as a way to postpone action. In its more extreme version, New Age thinking has the goal of making people feel guilty about their own anger. It’s quite a fabrication. It’s mind control.

Because, of course, anger based on truth is a virtue. A high virtue. It takes a tower of bullshit to dampen it down. Learning to use anger is a skill. I could write several volumes on the subject.

During my campaign, I had a conversation with a little New Age messenger. I told him he was fronting for a new version of The Fall. He was, in effect, proposing that the Original Sin is Moral Outrage. I talked to him until he started to sweat. He walked away. He’s probably working as a minor bureaucrat in a government agency these days.

As I wrote the other day, there is a huge hole within groups who are seeking to spread actual truth the media refuse to cover. These groups have zero knowledge of public relations and how they can use it.

When you launch a broad campaign over time, the first thing you need to realize is: there is no precise algorithm that tells you when you’ve reached a critical mass of awakened minds. You won’t know that until you see it happening. But when it does happen, all sorts of interesting and even spectacular effects occur.

This isn’t cosmic magic. This isn’t the cosmic hundredth monkey. This is pure WAKE UP. This is large numbers of people wondering what the hell they were dreaming about before. All sorts of outbreaks of WAKE UP can happen simultaneously.

The blanket of fake reality starts to tear and fall apart.

This is real public relations, not the fake brand aimed at promulgating lies.

It’s a necessary prow of the ship. On board, the group has its lawyers and lobbyists and organizers—and all of a sudden the actions of those people begin to yield new results.

As an example, I would say the worldwide movement to expose the truth about vaccines and enact new protections and ensure the right to refuse is a fraction of the way there. “There” means: enough people who WAKE UP. Maybe the movement is 5% there right now.

You could say it’s losing or winning, but those estimates are far less important than the fact that the WAKE UP is expanding.

Without virtuous moral outrage, it will sink back and become diffused and vague.

Movements that succeed don’t have sickly glazed grins on their faces, and they don’t signal placid “universal tolerance” that “embraces the opposition.” That’s pure jive.

This is one lesson I learned during my campaign.

There were many others. Other stories for another time…

—I can’t resist mentioning one final irony. Out there in the world, there are some alternative health practitioners who are proponents of Health Freedom…and at the same time, they counsel their patients that “all anger is destructive to health.” These patients must “rise above their anger.” This advice couldn’t be more wrong or naïve. No, as I said, the whole idea is to learn how to use virtuous anger to achieve the WAKE UP in self and others. THAT’S HOW YOU RISE ABOVE ANGER. YOU DON’T RISE ABOVE IT BY SLAMMING THE DOOR ON IT AND OPTING FOR MAGNANIMOUS TOLERANCE FOR ALL POINTS OF VIEW. SLAMMING THAT DOOR CAN MAKE PEOPLE SICK.

Learning to use anger requires having skills beyond the ability to get angry. Mindless anger is grotesque. Cultivating more and more anger is grotesque.

Moral outrage is real. Yes, there are fools and criminals who put on the cloak of moral outrage to rationalize their immoral actions, but I’m not talking about that.

I’m talking about people who try and try to make themselves immune to moral outrage, thinking it’s going to earn them a gold star on the universe’s blackboard.

That self-administered vaccine is putting them to sleep.

(To read about Jon’s mega-collection, Exit From The Matrix, click here.)

Jon Rappoport

The author of three explosive collections, THE MATRIX REVEALED, EXIT FROM THE MATRIX, and POWER OUTSIDE THE MATRIX, Jon was a candidate for a US Congressional seat in the 29^th District of California. He maintains a consulting practice for private clients, the purpose of which is the expansion of personal creative power. Nominated for a Pulitzer Prize, he has worked as an investigative reporter for 30 years, writing articles on politics, medicine, and health for CBS Healthwatch, LA Weekly, Spin Magazine, Stern, and other newspapers and magazines in the US and Europe. Jon has delivered lectures and seminars on global politics, health, logic, and creative power to audiences around the world. You can sign up for his free emails at NoMoreFakeNews.com or OutsideTheRealityMachine.

What is public relations? How to run a public relations campaign based on the truth

by Jon Rappoport

September 17, 2017

Let’s say, for argument’s sake, that a group exists which—instead of catering to the lowest common denominator—is composed of individuals who are determined to forward a cause of TRUTH about a vital issue.

They’re determined to make an impact, change minds, turn the game around.

They’re up against entrenched power, in government, in media, in other groups who are fronts for LIES.

This good group needs public relations. It needs many things, but it certainly needs this.

However, in most cases, such a group will not know much about public relations, and it will leave that area to a few amateurs among its ranks. These amateurs will make every mistake in the book.

For example, they will spend the entire advertising budget on bland television ads. The ads will lack punch. They’ll turn out to be a Mickey Mouse version of the truth. The public will not be interested.

“Well, we had to do that. We didn’t want to offend anyone. We wanted to be nice. We wanted to remain positive…”

Sure, and that ad campaign was a loser. NICE was the theme, and it sank like a little stone in a large lake.

“But you see, if we put together powerful attack ads, we couldn’t have gotten them on television. The networks would have rejected them…”

Yes, and THAT would have been the subject of the next phase of the campaign—ads could be placed on thousands of web sites:

“Here is the ad the major networks refused to run. Look at it. Think about it. It’s real, it’s the truth…”

What issues am I talking about? Mandatory vaccination, for example. GMO crops and toxic Roundup, for example.

The ad the networks refused to run shows a lone farmer standing in a growing field, against a background of high super-weeds.

Farmer: “I went for GMO crops. The chemical I bought and sprayed was supposed to kill weeds but leave my crops alone. That was a lie. Weeds survived and grew huge. Look at them. They’re taking over my fields. The survival of my family is at stake…”

Run that ad. It’s just the start of a much more aggressive series of ads.

Attack.

You can be nice, too. But in other ads. Cover all the bases.

Public relations for the truth has to muscle into the game. It can’t tap on the gate politely and asked to be let in.

Public relations for the truth has to fly in from a number of diverse vectors. It isn’t one centralized message. That’s another lesson. The “oneness” approach has to be offloaded. It might make a nice dream, but it has no long-term power.

“But you see, if we can bring together a hundred different groups on this issue and combine them and decide on one overriding message, we can win…”

More amateurs at work. Sure, try to bring together a hundred groups and try to hammer out a single message they all can agree on, and see what you end up with. You’ll end up with watery soup. At best.

Effective public relations costs money. There is no way around it. Groups that believe otherwise are deluded. The woe-is-us approach goes nowhere. There has to be a budget, and the money has to be spent well.

“We can’t afford to hire someone who can put together a whole series of fantastic ads. We have to get by with what we have…”

That attitude puts you in the dumpster.

“I think we already have a great ad. It shows a young blonde [non-authoritative clueless] woman walking toward the camera saying, ‘You have a right to know what’s in your food.’”

Really? And this will turn the tide against unlabeled GMOs and Monsanto? On what planet? Many ads of this caliber were run during the GMO-labeling ballot initiatives in California and the state of Washington. Both those initiatives went down to defeat.

And then, eventually, the infamous federal Dark Act was passed by Congress and signed into law by the President. It essentially put an end to informative GMO labeling and outlawed any further ballot initiatives run by the individual states.

Public relations at its worst. In fact, there were one or two men inside the movement to label GMOs who controlled all the messaging of the campaigns. That bland-egg message was: you have a right to know what’s in your food. Those men later colluded with Congress to pass the Dark Act. In other words, they were traitors to the cause. That’s worse than incompetence. Far worse.

Well-intentioned people who crusade for the truth often make this mistake: they try to shape their campaigns based on their own attitude about “controversy.”

“I don’t want to stir people up. I want to give them facts and let them make up their own minds. I want to remain neutral.”

Those “PR people” wind up feeling good about themselves…as they go down to defeat.

“Well, I did my best. That’s all anyone can ask for.”

This is some kind of twist on “virtue is its own reward.” It certainly isn’t effective public relations launched on behalf of scoring a vital victory.

“I have a great idea. In our group, there are about fifty people who could lead our public relations campaign. Let’s find the person who is ‘least offensive’ and hand the budget over to him. That way we can all feel safe and secure that we’re following ‘the noble path’.”

Who’s kidding who?

“Last night, the Universe sent a message to me. It said a few thousand of us should think positive thoughts and focus our visualization on a new law that would make vaccination a parental choice, instead of a state mandate…”

Well, that public relations campaign would cost no money. Which could be called a plus. Try it. See what happens. See if “the Universe” is actually speaking. See if that notion works.

The true path of public relations is asymmetrical. Assessing the overall situation reveals opportunities an active imagination can take advantage of:

For example, suppose we have a situation where a local population is under the gun, as a result of constant corporate toxic-pesticide spraying.

There are other such populations, in distant places, who are facing the same dire problem.

Bring half-a-dozen representatives of these other populations to the town of the current corporate pesticide crime.

Hold press conferences highlighting the widespread global crisis. Stream live video to alt. news websites all over the world. Put on the pressure. Name the criminal corporation.

At the same time, file lawsuits against the corporation, and publicize them.

If corrupt judges dismiss the lawsuits as frivolous, or illegal, that simply adds grist for the mill. Publicize that. Make that the occasion for more PR.

At the same time, produce and release videos that relentlessly expose the corporation in every possible truthful way: its pesticides are toxic; the science on which these chemicals are based is flawed, false, and corrupt; the corporation colludes with government agencies to curry favor. Etc., etc.

At the same time, find people who have been injured by the corporation and release their on-camera testimonies.

This is how a real PR campaign begins. It’s just the opening salvo.

Don’t play defense. Go on a sustained offensive thrust, from a number of different directions.

Again: Never, ever rely on just one strategy, such as a ballot initiative or a class-action lawsuit. If you do, you’re playing on the opponent’s turf, where he is the expert and can control outcomes. He knows you’re coming. He knows how to turn you away. But if you’re showing up from half-a-dozen directions at once, you’re a different kind of asymmetrical creature. Unpredictable, powerful, agile.

As always, imagination is the key.

Actual imagination at work isn’t “the Universe talked to me and laid out a game plan.”

Actual imagination isn’t a brainstorming session in the group, where a dozen people or more chew each other’s ears off and water down strategies to the level of the most cautious ideas.

Finally, here is the worst problem for the group. One person is going to emerge as the leader. He or she is going to find (or create) the public relations people who can and will launch a no-holds-barred campaign for the TRUTH. He or she is going to exert the most power in the group toward that end. He or she is going to do that.

The other group members are going to have to let that happen. They’re going to have to stop their endless conversation about the best way to proceed. They’re going to have to let go of their collectivist tendencies.

This isn’t a spiritualist séance. It isn’t a flabby notion of democracy in action. It isn’t a catchy tune.

It definitely isn’t two armies facing off in an open field, where one army is a thousand times larger, has the latest weapons, and is backed up by legions of propaganda minions.

It’s guerilla warfare.

It’s preemptive, anticipatory, asymmetrical, simultaneous.

It’s staged with and for the truth.

(For a ‘case study’ example, click here.)

(To read about Jon’s mega-collection, Exit From The Matrix, click here.)

Jon Rappoport

The author of three explosive collections, THE MATRIX REVEALED, EXIT FROM THE MATRIX, and POWER OUTSIDE THE MATRIX, Jon was a candidate for a US Congressional seat in the 29^th District of California. He maintains a consulting practice for private clients, the purpose of which is the expansion of personal creative power. Nominated for a Pulitzer Prize, he has worked as an investigative reporter for 30 years, writing articles on politics, medicine, and health for CBS Healthwatch, LA Weekly, Spin Magazine, Stern, and other newspapers and magazines in the US and Europe. Jon has delivered lectures and seminars on global politics, health, logic, and creative power to audiences around the world. You can sign up for his free NoMoreFakeNews emails here or his free OutsideTheRealityMachine emails here.

A new idea that has nothing to do with government

by Jon Rappoport

May 2, 2017

Richard Davis is the CEO of Pollmole. I’m going to pick out some phrases from Richard’s email to me. Then I’ll print his full explanation of this idea. These are phrases that fall nicely on the ear:

“…designed to interconnect billions of people with full transparency in real time… anonymous polling tool that bypasses all governmental, corporate, or institutional intrusion which prevents filtering, censorship and other infringements of our natural and enumerated rights as free people… PollMole will have the functionality for anyone to anonymously ask questions and see immediate unbiased responses from potentially millions of people right on their handheld device…”

And then there is this: “Our current campaign topic is vaccines. The question is: ‘Do you personally know anyone (adult or child) that has been injured by a vaccine?’ Three responses are possible. Yes, No, Not sure. This campaign will continue for the next 2 months with new questions related to vaccine safety distributed bi-weekly. The campaign should produce very important results that can be used by anyone interested in this topic to support better decisions.”

The technical aspects of Richard’s operation are beyond me, because I’m basically a typist with a computer, but the central premise of millions of people connecting with important questions asked and answered, through polling—that premise has legs.

Check out PollMole for yourself.

Here is Richard’s full email to me:

PollMole is a new social media platform operating as the world’s most advanced polling technology. It distinguishes itself from other polling systems by utilizing: a) quantum tunneling throughput; b) an autoscaling global server network; c) a proprietary AWS back end – all wrapped in 4) a Level5 embedded encryption envelope. Most importantly, we do not monetize our app.

The technology has never crashed or been hacked, despite hundreds of DDOS attempts. That being said, due to the advanced nature of the system users may occasionally experience connectivity issues to their smart handheld device with this beta 2.2 version. Upgrades are planned to correct this issue.

The PollMole app is free and can be downloaded to any smart device (Android or Apple) made since late 2013 via the AppStore, or GooglePlay. Your email address is all that is required to join.

PollMole is designed to interconnect billions of people with full transparency in real time; while at the same time being a safe, anonymous polling tool that bypasses all governmental, corporate, or institutional intrusion which prevents filtering, censorship and other infringements of our natural and enumerated rights as free people. In the near future, PollMole will have the functionality for anyone to anonymously ask questions and see immediate unbiased responses from potentially millions of people right on their handheld device.

Currently, PollMole presents questions of important topics and displays the answers in real time, simple-to-understand graphics. The results update instantly with a press of the “Refresh” button.

Our current campaign topic is vaccines.

The question is: “Do you personally know anyone (adult or child) that has been injured by a vaccine?” Three responses are possible. Yes, No, Not sure. This campaign will continue for the next 2 months with new questions related to vaccine safety distributed bi-weekly. The campaign should produce very important results that can be used by anyone interested in this topic to support better decisions.

PollMole is fun and easy to use. It directs ‘Truth to Power’ and provides an excellent alternative to mainstream media’s corrupt polls designed to engineer public opinion, not honestly gather the facts from “We the People.”

Some campaigns under consideration for final development include:

1. Medical Freedom/Marijuana
2. Chemtrails
3. Pedophilia
4. Disclosure/Secret Space Program/Breakaway Civilization
5. Debt as Money
6. Deep State Corruption
7. Big Pharma Cartel
8. War is a Racket
9. Advanced Energy Technologies
10. Agenda 2030

Jon Rappoport

The author of three explosive collections, THE MATRIX REVEALED, EXIT FROM THE MATRIX, and POWER OUTSIDE THE MATRIX, Jon was a candidate for a US Congressional seat in the 29^th District of California. He maintains a consulting practice for private clients, the purpose of which is the expansion of personal creative power. Nominated for a Pulitzer Prize, he has worked as an investigative reporter for 30 years, writing articles on politics, medicine, and health for CBS Healthwatch, LA Weekly, Spin Magazine, Stern, and other newspapers and magazines in the US and Europe. Jon has delivered lectures and seminars on global politics, health, logic, and creative power to audiences around the world. You can sign up for his free NoMoreFakeNews emails here or his free OutsideTheRealityMachine emails here.

Public relations on behalf of the truth: what a concept

Outside the realm of mind programming

Intelligent and creative attack

by Jon Rappoport

February 11, 2016

(To read about Jon’s mega-collection, Exit From The Matrix, click here.)

Is it even possible?

Consider an entrepreneur, group, company that has something genuinely important to deliver or sell…

With the means to engage in public relations…

Launched on behalf of the truth about the service, product, or idea.

Yes, I know this is a completely foreign concept in our society, where PR is deployed to peddle lies and deceptions from dawn to midnight—but just suppose.

What’s the first mistake good people would make?

My answer is based on my work with private clients. The top two mistakes (it’s a virtual tie) are: they think the truth will stand on its own, like a statue in a park; and they believe being nice will attract wide support.

The first notion is stunningly naïve. The second is based on fear of offending someone somewhere.

Statues mainly attract birds with a sense of humor. Nice is a pretty good sleep-aid.

I have a vivid image of a group going up against a collection of plundering mega-corporations; the TV ad featured a young blonde walking toward the camera across what looked like the floor of a bank. She stopped ten feet away from the lens, her smile unwavering, and spoke a dozen encouraging words in a language I would call Rainbow White Rice.

For the price of the ad, the group could have pushed out a few hundred attack ads on the Web. Oh well. Mustn’t offend.

One of the basic errors here is: believing in maintaining order.

Forget it. Order is whatever the current configuration is. The mass of opinion, belief, feeling, misconception, ignorance, all taken together. The cloud of it. The network of it. The haze of it. The general consensus of it.

That configuration doesn’t know a new idea. It doesn’t want a new idea. Therefore, it must be cracked, dispersed, blown apart.

This takes the willingness and energy to stage a hit on Order.

Not just once, but over and over. With no quarter asked or given.

Yes, at first there will be wailing and gnashing of teeth, complaining, moaning, objecting, sobbing, and of course fearing.

Pushback from allies and opponents alike.

That’s part of the deal. It’s what happens when you apply pressure to crack the egg of passivity. People want their order. They love their order. They wear their order. They worship their order. They elevate their order into a cosmic principle.

The word “breakthrough” is self-explanatory.

Of course, there are differences between selling a new product and selling the fact that a massive corporation is destroying life. But we’re talking about degrees of the same thing. You are entering a landscape that doesn’t already contain what you have. You have to put what you have in that landscape and establish it. The prevailing landscape is order. You need to break in and break through.

“Well, I think we can slip our new idea in without causing a ripple. We can package it between two slices of organic bread and leave it on the table and watch the miracle happen, as the universe tells people it’s time to pick up the sandwich.”

This is the Doofus Hypothesis. “Nothing is as powerful as a doofus whose time has come.”

I know several wonderful projects in cities that are supporting authentic health. They’re winning—on a local scale. The people involved work very hard, and they don’t think they have time to engage in public relations. Mistake. There are all sorts of actions they could take to expand their domain, and in the process they would be protecting their own future—because without real PR they’ll stay right where they are and begin to diminish and shrink and wear out and fade. When you run in place long enough, shit happens.

There are a variety of activist groups in the world who are doing great work, but they don’t have a clue about public relations. They will fade. They’ve made one breakthrough to get where they are, but they need to break through on successive levels. They took no prisoners once, but they need to do it again.

Once you understand what intelligent and creative Attack are all about, you see the value of genuine PR. You see it and taste it and feel it. You not only do it because you should; you do it because you want to. Want-to is a sword.

Here’s a standard PR approach for doofuses who think they’re clever. Ask people what they want; then package what you have so it looks like what people want. It’s deceptive. And it doesn’t work in the long run. It doesn’t break through. It doesn’t change people’s minds. They will fail to see what you’re offering. Instead, they’ll see what they already want, and that won’t budge them an inch off the position they already occupy.

Here’s another one. Invoke a higher power as the authority for what you’re selling. We all know about that one. It does work, and it can work for a very long time. But because it’s based on an egregious and fatuous lie, the people who keep launching the lie will turn into grotesque and venal cartoons, and corruption will dribble and leak and flood into their group. The ensuing destruction won’t be a cartoon. It’ll be all too real.

Along a similar line, the old adage about repetition of message in advertising is true; it has legs. But the people who keep launching it lose IQ points like children in an old USSR classroom. They wake up one day, and they’re androids and robots. Once they had college degrees. Now they’re alcoholics who have to look at their drivers’ licenses to make sure they remember their names and birth dates.

Understanding intelligent and creative attack takes time and work. But mostly it involves a shift of point of view. And a shift into a desire that was always there.

I look at people who do Attack Lite, and I see people who want to protect the position they already have. Nothing wrong with that, in theory, but what they already have is eating them up day by day. Degree by degree, blurred edge by edge, it’s sucking the life out of them. Their blood is drying up. They’re fronting for their own unchanging, personal status quo, and soon they’ll be a piece of paper blowing away in the wind.

There is another way to go, and it has both legs and wings.

Intelligent and creative attack.

Intelligent means: you have fact, you have truth, and you know what it is. You know it inside out. You can talk about it. You can write about it. You can persuade with it. You have unshakable conviction. You’re not locked up; far from it. The truth is alive. You can carry it and convey it with life.

Creative means imagination. You can devise and invent ways to present truth that stimulate not only a positive reaction in the audience, but a stirring of their own imagination, an awareness of a space that hasn’t been filled up yet, a space called the open and unwritten future.

And why would you want to do that? Because that’s what everyone is looking for, whether or not they’re consciously aware of it. Everyone wants to climb out of trench and Go. Everyone wants to travel through walls or knock them down.

Everyone wants to do that for themselves. And if you can help them and stimulate them, you’re in a vanguard nobody knows about and everybody is searching for.

Attack has very broad implications. It doesn’t only imply an opponent. It also means projection of new reality, it means power, energy, force, without mincing reluctance—as a sculptor attack stone.

It means something people have been carrying around in their minds and back pockets, looking for a way to unleash it with no holds barred.

And it has something to do with public relations, if you take apart the two words and see what they nakedly mean.

Jon Rappoport

The author of three explosive collections, THE MATRIX REVEALED, EXIT FROM THE MATRIX, and POWER OUTSIDE THE MATRIX, Jon was a candidate for a US Congressional seat in the 29^th District of California. He maintains a consulting practice for private clients, the purpose of which is the expansion of personal creative power. Nominated for a Pulitzer Prize, he has worked as an investigative reporter for 30 years, writing articles on politics, medicine, and health for CBS Healthwatch, LA Weekly, Spin Magazine, Stern, and other newspapers and magazines in the US and Europe. Jon has delivered lectures and seminars on global politics, health, logic, and creative power to audiences around the world. You can sign up for his free NoMoreFakeNews emails here or his free OutsideTheRealityMachine emails here.

Public relations outside the elite agencies

by Jon Rappoport

October 31, 2015

(To read about Jon’s mega-collection, Power Outside The Matrix, click here.)

“Public relations is all about coordinated actions over a sustained period of time. When it isn’t about that, you’re going to see a brief flame erupt and then die out, and you’re to see a great deal of time, energy, and money squandered on what could have been, but never will be.” (Notes for Discussions with Jack True, Jon Rappoport)

This is my second article on public relations. You can read the first one here.

In the past, I have had some critical things to say about PR efforts by non-mainstream groups.

Their work tends to be monochromatic. One-trick.

With knowledge, these groups could spend their money and time and energy more wisely.

When I consider taking on a client for PR work, I want to know if he can see his mission in terms of multiple vectors. This vision is essential, because coordinating various angles of approach is more effective than simply ringing the same bell over and over.

Two attitudes usually infect good and righteous causes, when they are forwarded from outside the establishment:

One: “We are the underdogs.”

Two: “We must convert mainstream people by matching what we say to what they can accept.”

Neither of these attitudes wins the day.

The first comes close to an admission of defeat; the second fails to realize that “what people can accept” is so superficial, trying to match it with PR will cause no more than a mild ripple in a pond.

Whether the PR campaign mainly concentrates on a flood of positive communication or an attack, the attitude needs to be very strong. It needs to project great energy.

In ads, a young bland woman walking toward the camera with a toothy smile, and a message that comes across like an operator standing by on the other end of an 800 number, isn’t going to do the trick.

There is currently a PR campaign underway (whose name I won’t mention), in which the desired audience is American mothers. The attitude is: “We have to be both polite and firm. We have to present them with objective facts, in order to change their minds.”

Perhaps that doesn’t sound too terrible, but I can assure you it will bring very few mothers into the fray on the side of the angels. They may agree with the PR messages, but they aren’t going to be motivated to do anything.

Net result: zero.

Likewise, polling target audiences is largely meaningless. It makes the PR people themselves look good, but that’s all.

Polling takes place in an artificial atmosphere: “I’m going to ask you a question, and then have you select, from four answers, your best choice…”

And what a polled audience thinks is their best choice, before and after a few rounds of really effective PR, will differ wildly.

PR for a good cause needs to deliver more than a message. It has to make a deep impact. Merely courting agreement comes up short.

Several years ago, I wrote a series of highly critical articles about the GMO “right to know what’s in your food” ballot initiative campaigns.

(To see two of these articles, go here and here. The complete archive is here.)

The leaders of the movement relied heavily on a number of polls, in which Americans repeatedly chose “right to know” as the preferred reason for wanting GMO labeling.

The ensuing TV ads taken out in several western states were mild and vapid.

Promises to educate people about the dangers of GMOs were never fulfilled across a broad spectrum of voters.

The leaders of the “right to know” movement had a plan: the ballot initiatives were the first step in what would later become a far more penetrating attack on Monsanto and the other biotech giants. But this attack has never materialized in a coordinated, timed, effective fashion.

The movement’s leaders, those who genuinely wanted to win, were lacking in the knowledge of how to operate a sustained PR campaign.

They spent a great deal of money on step one, and after that they began to react to Monsanto’s victories. Successful PR is not about reaction.

Authentic PR on behalf of a righteous cause changes many, many minds. Over time, it can turn a tide. At no point can those in charge back away and “do other things.” That would be the sign of a half-plan, a half-effort, and a great deal of confusion.

Then you’d begin to hear, “We’re under the gun, we need your help now more than ever,” and, “These are desperate times,” and “Step up now before it’s too late.”

Those statements are all versions of: “We’re the underdog.” Saying “underdog” may feel good, it may provoke sympathy, but it won’t win.

I admire anyone who is trying to lead a campaign for a cause that is noble, no matter how badly it is going, but when the objective is winning, knowledge about PR, up-front, is indispensable. It makes all the difference.

It turns ineffective actions into a plan that can have extraordinary results.

We are not talking about performance trophies for showing up. We’re talking about breaking the tape and crossing the finish line.

Jon Rappoport

The author of three explosive collections, THE MATRIX REVEALED, EXIT FROM THE MATRIX, and POWER OUTSIDE THE MATRIX, Jon was a candidate for a US Congressional seat in the 29^th District of California. He maintains a consulting practice for private clients, the purpose of which is the expansion of personal creative power. Nominated for a Pulitzer Prize, he has worked as an investigative reporter for 30 years, writing articles on politics, medicine, and health for CBS Healthwatch, LA Weekly, Spin Magazine, Stern, and other newspapers and magazines in the US and Europe. Jon has delivered lectures and seminars on global politics, health, logic, and creative power to audiences around the world. You can sign up for his free NoMoreFakeNews emails here or his free OutsideTheRealityMachine emails here.

The art of public relations, and why it matters

by Jon Rappoport

October 30, 2015

(To read about Jon’s mega-collection, Power Outside The Matrix, click here.)

“Most PR tries to program people’s beliefs. True PR wakes people up to the truth.” (Notes for The Matrix Revealed, Jon Rappoport)

When I handle public relations for a client, the first thing I decide is whether I agree with his objectives. If so, I proceed. If not, I bow out.

This initial vetting is the most important thing I do. Granted, it’s not the normal approach PR agencies take, but it is mine.

PR is the art of persuasion. When it uses true facts alongside goals whose fulfillment would benefit people, help lift them up, and make them more self-sufficient, you are deploying a potentially powerful force.

Three basic questions are:

What does the client want to accomplish? Toward what audience is the PR being directed? Who is opposed to the client’s goal?

Once these issues are understood and clarified, a PR campaign can be designed.

The campaign follows two paths. The first is the obvious route: releasing information that promotes the client’s goals; obtaining press exposure (alternative and mainstream); drumming up support for the client by reaching individuals and groups who can wield influence; and sometimes, going after opponents who would try to block success.

Another path is less traveled. It is asymmetrical. Assessing the overall situation reveals opportunities an active imagination can take advantage of:

For example, suppose we have a situation where a local population is under the gun, as a result of constant corporate toxic-pesticide spraying.

There are other such populations, in distant places, who are facing the same dire problem.

Bring half-a-dozen representatives of these other populations to the town or island of the original client. Hold press conferences highlighting the widespread global crisis. Stream live video to alt. news websites all over the world. Put on the pressure. Name the criminal corporation.

At the same time, have individuals from these populations file lawsuits against the corporation, and publicize them.

If corrupt judges dismiss the lawsuits as frivolous, or illegal, that simply adds grist for the mill. Publicize that. Make that the occasion for more PR.

At the same time, produce and release videos that relentlessly expose the corporation in every possible truthful way: its pesticides are toxic; the science on which these chemicals are based is flawed, false, and corrupt; the corporation colludes with government agencies to curry favor. Etc., etc.

At the same time, find people who have been injured by the corporation and release their on-camera testimonies.

Coordinate all these actions. Time them to work in concert with each other.

This is how a real PR campaign begins. It’s just the opening salvo.

Don’t play defense. Go on a sustained offensive thrust, from a number of different directions.

Note: Never, ever rely on just one strategy, such as a ballot initiative or a class-action lawsuit. If you do, you’re playing on the opponent’s turf, where he is the expert and can control outcomes. He knows you’re coming. He knows how to turn you away. But if you’re showing up from half-a-dozen directions at once, you’re a different kind of asymmetrical creature. Unpredictable, powerful, agile.

Or…suppose the client wants to build a private educational center where students can learn trades, like carpentry, plumbing, electrical repair.

You can predict a certain amount of opposition from the town council, because politicians and bureaucrats always find ways to gum up the works and stall proposals, licenses, and permits.

In this case, one strategy is to assemble and release a huge amount of positive PR extolling the project. Overwhelm some of the objections before they can get off the ground.

In PR releases, nail down all the specific positive benefits of the educational center.

At the same time, secure the endorsement of as many community leaders, groups, and visible figures as you can.

At the same time, hold public events at which speakers explain the project and its rewards for the community.

Don’t stop there. Expand your vision:

As an inventive wrinkle, indicate that this center can become a model/example for the rest of the country. When it’s up and running, you will invite leaders from many towns and cities to show up and study the center and its operations, first-hand, so they can implement them back home and create jobs. Local businesses will benefit as these visitors spend money.

Consider even wider implications. Suppose a handful of local successful businesses join the operation, offering to show out-of-town visitors how to operate similar businesses in their own towns and cities.

Local media will jump at the chance to cover this positive project.

Meet with town council members, and paint a picture for them—educate them on how they can cooperate to make the project a smashing success, and rightly enhance their own standing and reputation. “We want you to be the best town council in America.” Why not?

Again—coordinate all these actions, and make them the opening salvo in the PR campaign.

If serious opponents of your plan are there, they’ll soon show up, and you’ll see who they are, and you can take action to neutralize their efforts.

There is much more to PR campaigns than I’m sketching here, but you get the idea.

There is nothing wrong with PR, if it’s done for the right reasons.

Here is a basic underlying principle for you: “not the one, the many.” There are always people who want a good outcome for a project or enterprise or campaign, but they are married to the notion that one big tactic will win the day. That’s how they think.

Your response: let them do what they’re doing. It will have some publicity value.

But you are a proponent of the many. You don’t believe that one answer is the key. This isn’t a high-school math class, in which a word-problem has only a single bottom-line solution.

This is a multi-dimensional world.

Your opponent has a tank the size of the Empire State Building. Are you going to drive your little tank and meet his in the middle of Times Square? Is that a winning plan?

People who believe it might be are laboring under a delusion fostered by the very people who own the giant tank.

But you’re smarter.

You have imagination.

You can operate outside that matrix.

Since your principles are righteous and honorable, why not support them with strategies that stand a chance of winning?

Yes, in any campaign there is always the risk of losing, but that doesn’t mean you should adopt the attitude that you’re a heroic loser who “at least tried his best, against titanic odds.”

Adopting that attitude seals your fate from the get-go.

Actually increasing your chances of winning is much, much better.

The game is afoot. The stakes are high.

The game is never over.

The closer you come to winning, the more you realize you’re engaged in more than a game.

Much more.

You’re moving life up to another level.

Jon Rappoport

The author of three explosive collections, THE MATRIX REVEALED, EXIT FROM THE MATRIX, and POWER OUTSIDE THE MATRIX, Jon was a candidate for a US Congressional seat in the 29^th District of California. He maintains a consulting practice for private clients, the purpose of which is the expansion of personal creative power. Nominated for a Pulitzer Prize, he has worked as an investigative reporter for 30 years, writing articles on politics, medicine, and health for CBS Healthwatch, LA Weekly, Spin Magazine, Stern, and other newspapers and magazines in the US and Europe. Jon has delivered lectures and seminars on global politics, health, logic, and creative power to audiences around the world. You can sign up for his free NoMoreFakeNews emails here or his free OutsideTheRealityMachine emails here.