Joe Rogan: Oh, okay.
Leah Remini: Yeah.
JR: No partying at all?
LR: No partying.
JR: But when they do have a party. Like if they have a big old celebration. Like I saw the one celebration–
LR: I would go to the Gala every, every year.
JR: Oh, it’s a gala.
LR: Yeah, at Celebrity Centre.
JR: And what happens there?
LR: We listen to speeches about how much Scientology is accepted in the community by the LAPD. And–
JR: The LAPD talks?
LR: Uh-huh. LAPD. The mayors–
JR: So they contribute a bunch of money to the LAPD.
LR: Yes, they give um, they started a thing called the Police Activities Fund. Ah, League. Sorry. The Police Act–. And I contributed to it and I helped it. And they put on a show for the kids every Christmas at Celebrity Centre and they give them money, the proceeds to what they created, which is called the Police Activities League. And they present the LAPD with money for children.
JR: That sounds great.
LR: It’s great. But it’s, listen. It’s purposeful. It’s, there’s a policy called safepointing the community, and that’s what they’re doing. And I did it. So I know what it’s about. Right? You appear as if you are intentions are pure so that you then have maybe favors like this happening where somebody files a police report and you get screwed with.1; 2
The use of well-known figures from the entertainment industry is a tried and tested influence strategy, with about 25 per cent of all advertising featuring this technique. Well-known examples include George Clooney (Nespresso), Patrick Dempsey (L’Oreal), Tiger Woods (Nike), Rihanna (Covergirl), Halle Berry (Revlon), Beyonce (Pepsi), Ellen DeGeneres (American Express), Angelina Jolie (Louis Vuitton), Daniel Craig (Heineken). Celebrity endorsement is also an often-used strategy in politics. During the 2012 presidential campaign, several celebrities, including Bruce Springsteen, Beyonce, rapper Jay-Z and George Clooney, came out in support of Barack Obama. During the United Kingdom general election in 2015, several celebrities, including Sol Campbell, Andrew Lloyd Webber, Martin Freeman, Eddie Izzard, Patrick Stewart, John Cleese and many others, joined in to endorse one of the campaigning parties.
Various studies have shown that the technique can indeed have a positive effect on both attitudes towards the brand and actual sales figures (Keel & Nataraajan, 2012). One study, for example, calculated that, as a result of endorsements by Tiger Woods, Nike has sold 103 million dollars’ worth in additional golf balls in the United States alone (Chung, Derdenger & Srinivasan, 2013).
Research identifies two main factors that determine the effectiveness of celebrity endorsements: likeability and congruence. The more likeable a celebrity is, the more positive the impact of their endorsements. They must have some connection with the product, though, otherwise the audience is inclined to regard them as just a moneygrubber, willing to sell their services to anyone prepared to pay (see, for example, Fleck, Korchia & Le Roy, 2012). When the celebrity has some connection to the service or product, such as with Tiger Woods and golf balls, the influence message also obtains additional persuasive influence through the previously discussed effect of expertise. There are also potential risks in celebrity endorsements. A celebrity is always in the spotlight, with their every action scrutinised. When public admiration evaporates or, worse, turns into contempt, this can have disastrous consequences for the party or brand involved. An advertisement for Nike featuring Tiger Woods with the caption ‘Winning takes care of everything’ sparked a storm of protest on social media. Many considered the slogan tasteless and disrespectful in the wake of the extramarital escapades that had cost Woods his marriage in 2010. Erdogan (1999) provides a good overview of the dangers, as well as exploring ways in which advertising agencies and their clients can protect themselves against the potential down sides of celebrity endorsement. Interested readers are also referred to a special issue of the scientific journal Psychology & Marketing (September 2012) on the influence of celebrity endorsement.
HUBBARD COMMUNICATIONS OFFICE
Saint Hill Manor, East Grinstead, Sussex
HCO POLICY LETTER OF 1 APRIL 1982
PR Series 19R
THE SAFE POINT
Ref: HCO PL 21 Nov. 72 I PR Series 18
HOW TO HANDLE BLACK PROPAGANDA
Under “Application” of Rule 1 (Fill the vacuum) of PR Series 18, the instruction is given: “Get in a safe place and speak up.”
It is necessary of course to have a safe place to get into, from which one can in safety speak up.
One cannot defend himself in a point that has no defenses.
Without some consideration of security in the first place, any attempt at PR area control is folly.
Thus the safe point takes consideration over active defense.
One can be in the situation of attempting to sell and deliver a product or service and suddenly find it necessary to defend himself in the same place from attack. The attack can make the point dangerous to such a degree it becomes impossible to deliver from. One might even be forced to act from a totally hidden point.
Thus the safe point takes consideration over active defense but takes even greater consideration over delivery operations.
Where possible, PR area control makes the point safe for the production activity, before any production occurs.
Sometimes funds are lacking to expand over a long period on a non-income producing PR area control operation. In this case one is forced into production to make money.
Whenever it is necessary to go into delivery operations without the prior step of making the safe point, a special unit must be set up and run at full steam to make a safe point and gain viable PR area control over all publics in the area.
PREPARING THE SAFE POINT
You cannot operate without a base to operate from. You cannot deliver without somewhere to deliver it. You cannot sell what you cannot deliver.
The optimum action is to send a PR area control team to the area you want to operate in, and have it establish PR area control first.
A new group or company should be established first as a safe point and then as an operating point.
There is a formula here just a hair lower than Non-Existence: “Find a point from which to put out a comm line.”
The PR area control action in a new area can go so far as to create in the area a whole past and future track for the activity being established. It can make it sound old-established, stable, reliable, expert, productive, and with continuing expansion before it-when the delivery activity arrives and gets into operation.
Everything that accompanies an actual delivering unit is put there. Except the delivery. With established PR area control, delivery is put in, without a ripple, and it is all perfectly natural and acceptable.
The most important action to undertake when going about making a safe point is to carefully and painstakingly find out who exactly are the top dogs in the area in financial and political circles, and their associates and connections, and to what each one is hostile.
A handful of allies with impressive-sounding titles and positions is not enough. Viability depends on having all areas and persons who could affect or influence the operation under PR control. Most important are the groups who survey out to be the key, real powers in an area. These persons mayor may not be those who occupy high political or social positions. They mayor may not be the titular heads of large economic concerns. Research and survey alone can determine this.
One must learn carefully his Ps and Qs with regard to these people and take care not to step on their toes. Otherwise one can get tromped on hard, and will.
This data must be learned and USED.
Without a safe point established as above, it is a waste of time to rush into dealings with a government or to promise them anything. It is too easy to step on hostile toes and to arouse suspicion of you or make you difficult to account for.
Build your PR area control on a well-researched, surveyed and solid gradient. To maintain your safe point when you have started delivery, it is vital that you be able to detect the SP/PTS characters on your delivery lines and HANDLE him, be he high or low in station, and get him out of the road. One such person acting against you in the midst of your safe point can undermine it totally.
One of the reasons for this is that violations of study tech in a person’s education can turn him into a seething mass of BPC. This is very easily stirred up by an SP or PTS, and at the slightest chance he will do so. A whole class can explode like a powder keg, and with it the safety of your delivery point and its whole PR area control.
Thus SP/PTS tech is a basic tool of PR area control for the operating activity.
Delivery of excellent results is of course a vital necessity in any activity, no matter what the degree of PR area control, once it is established.
Follow this procedure to make a safe point and the rules of PR Series 18 to make it safer.
But make it safe first.
L. RON HUBBARD
Assisted by LRH Pers Comm