Podcast Summary: "How to Not be Manipulated: A Clever, Crafty PR Exec Reveals Tricks of His Trade" (#239)

Host: Lynn Thoman
Guest: Phil Elwood
Release Date: March 4, 2025
Podcast: 3 Takeaways

Introduction

In episode #239 of 3 Takeaways, host Lynn Thoman engages in a revealing conversation with Phil Elwood, a seasoned public relations executive with nearly two decades of experience in Washington's PR landscape. Elwood, who has worked for high-profile clients including Libya's Gaddafi, Syria's Assad, and various blue-chip companies, delves into the intricate world of public relations manipulation. He shares insights from his new book, All the Worst: How I Made News for Dictators, Tycoons, and Politicians, offering listeners a candid look into the strategies and ethical dilemmas faced by PR professionals.

Key Campaigns Discussed

1. The 2022 World Cup Bid Manipulation

Phil Elwood recounts his involvement in thwarting Los Angeles's bid to host the 2022 Soccer World Cup, ultimately leading to Qatar winning the hosting rights.

• Strategy: Instead of promoting Qatar's bid, Elwood's role was to undermine the United States' bid negatively. He introduced a fabricated resolution into the U.S. Congress that linked support for the World Cup to the funding of physical education programs, leveraging the national concern over childhood obesity.

• Implementation: "I wrote a resolution that said the United States government would not support bids for any International Games... until we fully funded physical education programs in public schools" (Phil Elwood, 02:32).

• Outcome: The leaked resolution, highlighted in a Politic article titled "World Cup versus Gym Class," showcased internal dissent within the U.S., weakening its bid and facilitating Qatar's successful application. Elwood reflects with regret on the human rights issues that emerged in Qatar, notably the treatment of laborers under the Kafala system.

2. Securing the Release of a Turkish Barber from Saudi Arabia

Elwood describes a campaign to free Sabri Bog Day, a Turkish barber wrongfully accused of blasphemy in Saudi Arabia.

• Strategy: Utilizing media pressure to shame Saudi authorities into releasing Bog Day. Elwood orchestrated media coverage by pitching the story to prominent publications like The Huffington Post, highlighting the injustice and hypocrisy of Saudi Arabia hosting a conference on religious tolerance.

• Execution: "I emailed several reporters and said, look, I think you need to cover this case of this Turkish barber" (Phil Elwood, 06:27).

• Outcome: The sustained media attention led to Bog Day's pardon and safe passage to Istanbul, demonstrating the power of strategic media manipulation for humanitarian purposes.

3. The Tuna Foundation's Mercury Contamination Campaign

In a more controversial example, Elwood discusses his involvement with the U.S. Tuna Foundation's effort to counteract FDA reports warning pregnant women about mercury in tuna.

• Strategy: Launching an astroturf campaign to promote tuna consumption by undermining the FDA's findings. This involved funding disguised organizations and academics to disseminate misleading information about mercury's effects.

• Implementation: "We push the agenda that they should eat more tuna... it was entirely regrettable" (Phil Elwood, 09:17).

• Outcome: The New York Times exposed the campaign, leading to public embarrassment and Elwood's departure from the PR firm. This incident underscores the ethical pitfalls of manipulating scientific information for corporate interests.

PR Strategies Revealed

Phil Elwood provides an insider's perspective on various PR tactics used to shape public perception and control narratives:

1. Don’t Be a Hero. Always Find a Better Villain:

   • Concept: Every news story contains a villain, a victim, and a vindicator. Instead of positioning the client as the hero, find a more compelling villain to shift focus away from the client.

   • Example: In the event of an oil spill caused by a malfunctioning part, Elwood suggests blaming the larger oil company rather than the specific component, redirecting the media's attention to a "bigger bad guy."

2. Paying People to Say Nice Things:

   • Description: Hiring individuals, including former government officials, to publicly support or defend the client through op-eds or public statements.

   • Elwood’s Stance: Although effective, Elwood acknowledges the unethical nature of this practice and has ceased engaging in it.

3. Astroturf Strategy:

   • Definition: Creating fake grassroots organizations that appear to have genuine public support but are funded and controlled by corporate interests.

   • Prevalence: Elwood emphasizes how widespread and unregulated this tactic is, describing it as "very devious."

4. Detonate the Bomb in a Safe Location:

   • Strategy: If anticipating negative coverage from major publications, preemptively leak the information to lesser-known outlets to dilute the impact or cause major outlets to disregard the story.

   • Metaphor: "Would you rather get hit by Mike Tyson being the tier one media, or someone named Mike from accounting?" (Phil Elwood, 16:00).

5. Don’t Repeat the Negative:

   • Advice: When confronted with negative accusations, avoid restating the negative claims. Instead, pivot to positive attributes or alternative narratives.

   • Quote: Referencing Richard Nixon, Elwood notes, "Don't say, 'I'm not a thief,' say 'I'm an honest person.'"

Personal Impact and Ethical Evolution

Elwood candidly discusses the personal toll his PR tactics took on his mental health. Diagnosed with bipolar II, PTSD, extreme depression, and chronic anxiety, he attributes much of his risk-taking and ethically questionable decisions to his untreated mental health conditions.

• Transformation: After receiving his diagnosis and treatment, Elwood implemented a personal deadline to cease unethical PR practices. He now focuses on applying his skills to "better causes," ensuring he no longer works against democratic principles or engages with dictatorial regimes.

Conclusion and Takeaways

Phil Elwood's journey from a manipulative PR strategist to a more ethically conscious professional offers profound lessons on the power and responsibility inherent in public relations.

Notable Quote:
"Once you have ink, your story becomes real. A conversation that didn't exist moments before. The public begins to accept something you created out of nothing." (Phil Elwood, 19:54)

Three Key Takeaways:

1. Do Not Let Your Job Destroy Your Mental Health:
   Prioritize mental well-being over professional demands to maintain personal integrity and stability.

2. Ask the Question, Should I Do Something? Not Just Can I Do Something:
   Evaluate the ethical implications of actions, not merely their feasibility or potential success.

3. When Talking to the Media, Do Not Repeat the Negative:
   Avoid reiterating negative accusations to prevent reinforcing unwanted narratives. Instead, steer conversations towards positive or alternative messaging.

Phil Elwood's experiences serve as a cautionary tale about the ethical boundaries in public relations and the importance of personal accountability. His insights empower listeners to critically evaluate the information presented in the media and recognize the subtle manipulations that shape public discourse.

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