Newsgroups: alt.religion.scientology
From: davidb@caen.engin.umich.edu (David Bonnell)
Subject: The Story That TIME couldn't Tell-3
Message-ID: <v3f_h5-@engin.umich.edu>
Date: Sat, 09 Nov 91 18:23:46 EST
Organization: The University of Michigan, Ann Arbor

ENTER THE MEDIA. WPP's Sorrel found himself wedged between JWT's losses of major client accounts and Lilly's demands that Hill and Knowlton abandon its account. Sorrel, who according to the New York Times, "learned how to manipulate the press" as be built WPP's advertising and public relations empire, was not without options. A study of TIME magazine's total advertising volume shows that perhaps 15% of it - an estimated $57 million - originates with WPP-controlled advertising and marketing companies. A $57 millon account is significant by anyone's estimation, but it is especially noteworthy to a magazine - TIME - whose executives, according to an April 27, 1991 Washington Post report, are "worried about shrinking as revenues." Michael Parenti, author of Inventing Reality: The Politics of the Mass Media 1986, wrote, "The notion that the media are manipulated by those with money is mismessed by media apologists as a 'conspiracy theory,' but there is nothing conspiratorial about it. Being ht epeople who pay the bills, advertisers openly regard their inflence over the media content as something of a 'right.'" Prozac had alredt received favorable reviews in the major weekly news magazines. One such item, a march 1990 cover story in Newsweek, promoted Prozac as a miracle drug. A similar laudatory article appeared several months later in TIME. While Lilly reeeled from the accumulating decline in its stock value and while Sorrel was confronted with Lilly's dissatisfaction with JWT's sister company, Hill and Knowlton's relationship with the Church of Scientology, Richard Behar was working on the story that would eventually adorn the cover and eight inside pages of TIME's May 6th, 1991 edition. Despite the fact that TIME was in a possession of ample documentation that Behar's story was riddled with false statements and presented a completely unreal portrait of Scientology, the article found its way into print, released only two days after the Washington Post had reported TIME's consternation with "shrinking revenues." The article also critized the Church's realationship with Hill and Knowlton ("Hill and Knowlton must feel that these guys are not totally off the wall... unless it's just for the money.") and attacked CCHR's Prozac exposes as being based on "scant evidence."

PINCERS MOVEMENT. In the period immediately preceding the publication of the TIME acticle, Martin Sorrel, whose WPP owned not only Lilly's advertising firm, JWT, but also the Church's public relations firm, Hill and Knowlton, began pressing Hill and Knowlton to resign from the Scientology account. The Church had a long-standing working relationship with the Washington, D.C. based firm, which has assisted in promoting the Church's numerous community betterment, drug education and rehabilitation and social reform campaigns. In late 1990, Sorrel told hill and Knowlton CEO Robert Gray that he wanted the Scientology account terminated. Gray, who had come to respect the Scientologists, refused. So did Hill and Knowlton President Robert Dilenschneider, who wrote to Sorrel in the fall of 1990 that the Church was involved in positive programs and that Hill and Knowlton was honored to have it as a client. For Hill and Knowlton, the Church was a client with a purpose, and it was a refreshing change. While the TIME acticle on Scientology was still on the stand, Sorrel personally issued Robert Gray an order that Hill and Knowlton drop the Scientology account. The next day, Hill and Knowlton did so. Advertising Age, the leading publication of the advertising industry, reported on May 13 that "pharmaceutical industry clients of Hill and Knowlton and sister agency J. Walter Thompson USA were upset over the Church's attacks on drug makers. Singled out by the Church was Eli Lilly and Company, a major JWT healthcare client that makes the anti-depressant Prozac." Public relations trade journals criticized Hill and Knowlton's retreat in the face of attack on their client. Pr News, the international weekly for the public relations and communications executives, commented that the bad timing of the move would present even more widespread repercussions. PR News stated, "Our guess is that it will be highly unflattering to the PR firm (Hill and Knowlton) and potentially injurious to the entire PR profession." Ironically, Hill and Knowlton had not been involved in the campaign regarding Prozac, which in fact was initiated by the CCHR without any guidance from the PR firm.

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