FIRST you dehumanise, cartoonise, frivolise, misrepresent, distort, and when that becomes accepted, then you are free to do what you want to the person, group, family, nation, etc, because when the PR works so well in setting up a common-enemy that is not ‘like us,’ then the battle is won.

That worked for Hitler, as his insane but politically essential progroms took care of the opposition, dead weight, untermenschen, and those he just didn’t like.

Shock jocks are in the same business as Hitler, and so are the Tea-Baggers.

Remember, FIRST, the hate campaign to subject your victims to universal humiliation, distortion to remove any vestiges of sympathy or fellow feeling for them, then the separation that proves that not only are they’re ‘not like of us,’ and to project our shortcomings onto them, that makes them blameworthy, after which you can set about them with hatchets, real or otherwise, and the people whose lives you are ‘cleansing’ from the ‘vermin’ will applaud you.

Once you can get peoples’ minds reacting to this kind of rush, you can go out on a limbaugh as far as you like, and the masses will call you a hero.

This present day is the Great Day of the Character assassin. Note that Obama is depicted before he does anything for being too weak to do anything, but now after 12 months he is slammed for being harder on terrorists than Bush was, and for killing ‘too many terrorists.’

Your subject is needful, for whether in business, on the sports-field, arena, even in the US politics, what you or others ‘presents’ someone as being, takes precedence over actuality regarding the character, motives, policies, worth, and in which direction a person future might proceed.

PR must be honest at all levels, or else it holds equal place with melamine-laced-baby formula, lead paint used on children’s’ toys, Hitler’s assaults on Jews, and has no place in an ethical organisation regardless of the product.

If your client’s products are not as good as their biggest competitors, then don’t run an campaign saying they are better, either fess up – “Not as good, but good enough, and cheaper!’ or else advise them to make their own product better.

If they will not go with either of these, then they need someone that is happy to lie, cheat, and play Shot-gun-Roulette with the lives of their customers.

Right is might.