Spin, Marketing and PR

“Don’t believe everything that you hear, and half of what you see,” goes the old saying which brings me to something of interest this week: Spin. PR. Marketing. Call it what you will, how we feel about certain things, and the items that we buy and sell, have a lot of thought and energy behind the creation of an image.


In his new book Deadly Spin, Wendell Potter writes about corporate spin-manship and industry. In his previous role as chief of public relations for CIGNA, Potter pulls from vast experience with corporate culture and the ability to make the sausage of information into the Andouille of desire. More importantly, the book gives thought to the ethical considerations of public relations and the need for a bit of soul-searching.

The spin or the ruse has a rich history. Think about the Trojan Horse and the spin that some smooth talking Greek Soldier created as he left the gift of a giant wooden horse at the sealed gates of Troy. Deadly Spin reviews the history of spin, which he traces back to the Potemkin Villages of Catherine the Great. According to myth and legend there were fake settlements erected at the direction of the Russian Minister Potyomkin to fool Empress Catherine II during her visit to Crimea in 1787. According to this story Potyomkin had fake villages constructed along the desolate banks of the river in order to impress the monarch and her travel party. Seeing the value of her new conquests, his standing was enhanced in the empress' eyes.

There are many examples of this type of spin or what is now called “Potemkin Villages” many times in history from the Theresienstadt Ghetto in Nazi Germany also called the “paradise ghetto”, to the work supported by New York Mayor Ed Koch in 1982. Koch had a team affix decals with plants and venetian blinds over the windows of abandoned buildings in the Bronx to hide the blight. The contemporary urban shopping center has been called a Potemkin Village Shopping center as it works to mimic the feel of a village as opposed to a mall atmosphere.

Modern PR was greatly influenced by Edward Bernays, author of the 1923 book Crystallizing Public Opinion, the first book entirely dedicated to PR. Among his clients were the cigarette companies for whom he orchestrated a campaign equating cigarettes with “thinness, grace, and beauty.” An insufficient number of women were smoking, so he began an early PR project to encourage women to smoke.

Just a little bit of research has led me to some of these ideas today, and to ask you to please do one thing: Think. Take the time to consider why something is being said, and what it means to the speaker. Follow the economic trail to discover true motivation. Even great philanthropy, or health care, or politics or buying a particular type of milk, has had great effort placed into creating how you feel about the purchase or the contribution or the vote. Caveat emptor or Let the Buyer Beware.

Blue Print Birmingham and the North Jefferson Area

I looked for you, but the turn out, “tell us about it” crowd was so huge that I could have easily missed you on Thursday evening at the Birmingham Business Alliance launch of Blue Print Birmingham held at the new Pavilion at Railroad Park downtown. I did see several from our area with previous Gardendale Mayor Clemons in attendance as well as DeWayne Taylor from Alabama Power, and Kara Kennedy of Brock School of Business and our Fultondale Arts Council. Sharing the podium was Birmingham Business Alliance Interim Director, Barry Copeland, Hoover Mayor Tony Petelos and Birmingham Mayor William Bell.

Very cool, very beautiful, and certainly very exciting. I could say all of these words and it would be true, but what I really want you to understand is the role that business, and pro-business agendas play in bringing this type of vision to a crisp reality. The vision, put simply, is that the goal of the Birmingham Region will be to provide abundant economic opportunities, excellence in education, and an unparalleled quality of life for all of its citizens. Sounds like a nice place to live, work and raise a family if you ask me.

Blue Print Birmingham reminds us that we succeed or fail by the success or failure of our neighbors, and of course we all want to be surrounded by good neighbors that are not just successful, but active and engaged partners in our community. Blue Print Birmingham is a road map for Regional Cooperation of seven counties, of which Jefferson is but one, with a collective recognition of our strengths and opportunities. Our strengths have been recognized as health care services, natural beauty, cost of living, southeast location and of course our people. Our consistent top challenges and opportunities include quality public education, government cooperation, and leadership, creation of quality jobs, public safety and the attraction and retention of young professionals.

This road map is a 5 year plan for strategic growth of the greater Birmingham area. Birmingham has awakened to the understanding that it can not work in isolation, but needs the surrounding strength of growing communities in our region to move forward. Perhaps your city is the same. If you call yourself the Greater “Name your favorite city” Anything, perhaps now is the time to look up and around at the strategic partners that are found in the cities right next door. Partnered smartly, they can be your strongest ally. This 5 year plan is very specific with respect to goals for the first year. In the first year, effort will focus on new business, collaboration, and development of capacity for competitiveness, marketing, business retention, and the development of leadership councils. I serve on the Region IV Workforce Development Council, and it has been my exciting privilege to participate first hand in the opportunities that continue to develop daily from this work. Workforce development focuses on the improvement of pre-K to 12th grade education, with the ultimate purposes of growing our own talent. Efforts to accomplish this pull from our region’s two and four year colleges and universities with a heavy focus on making education relevant and pertinent to the learner and marketable and productive to the employer.

Work Force development is but one of the key four pillars of the Blue Print Birmingham. The pillars are 1) Workforce Development 2) Public and Private Leadership 3) Economic Prosperity and 4) Community and Regional Support. Every business person, civic leader, community leader, municipal leader or elected official has a way to plug in to one of these pillars. And you know what, it is just like voting. If you don’t participate, then for goodness sake do not complain. Want to learn more about Blue Print Birmingham? You will find more at http://blueprintbirmingham.com A cousin to this effort is the Greenway Master Plan that is working to connect neighbors, businesses, schools and create a strong sense of community here in the North Jefferson area. More on this to come but you can find information at the http://fivemilecreekgreenwaydistrict.org

Take a look and learn more. If you live in the Fultondale area, or work and live in the North Jefferson area in general, you are a stake holder is this endeavor.