Building a religious brand: Exploring the foundations of the Church of Scientology through public relations |
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Authors: | Cylor Spaulding Melanie Formentin |
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Institution: | 1. Public Relations and Corporate Communications Program, Georgetown University School of Continuing Studies, Washington, DC, USAcylor.spaulding@georgetown.edu;3. Department of Mass Communication and Communication Studies, Towson University, Towson, Maryland, USA |
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Abstract: | ABSTRACTAlthough L. Ron Hubbard is known for founding the Church of Scientology, he is not generally considered a public relations practitioner. However, his efforts to practice the discipline to advance Scientology are documented in Church publications. Unlike examinations of older religions, which require reinterpretations of activities through a public relations lens, existing Church documents allow for an evaluation of the role public relations played in building a religious movement. This article explores how Hubbard used public relations to establish Scientology, finding he embraced practices such as celebrity endorsement and image management but eschewed common media relations and crisis communication practices. |
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Keywords: | History L Ron Hubbard public relations religion Scientology |
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