The following post was written almost seven years ago, before the former president walked down the escalator to announce his candidacy. He showed how to manipulate these five D’s, but his albatross was he could not control the one guy at the toggle. So, he often gets in his own way and the way of his helpers.
The five D’s. As a now 55-year-old man, I have witnessed over time the aggressively managed handling of criticism whether it is in politics or in big business. In my view, the defense could be summed up in the following order – Deny, Discredit, Disinform, Diffuse and Defray – where you keep drawing lines in the sand as you retreat. With each D and line drawn, you want to see if that will stave off the criticism.
The fossil fuel and petro-chemical industries have been deploying these tactics for decades, as what they do for a living is not easy and has a history of impacting the health and welfare of humans and the environment. When you add money on top of these approaches, it takes an Erin Brockovich to make any headway against them. Yet, what people fail to realize is these five D’s are an aggressive risk management strategy.
But, the approach is definitely not limited to big business. Vladimir Putin is probably the best games player around. He knows your weaknesses and hot buttons, so he has and continues to use these approaches. In the US, politicians value and pay dearly for spin doctors like Karl Rove, who in essence are paid liars. Their job is perfume any pig that comes their client’s way. However, most politicians who have won more than one election become increasingly artful in these defense tactics – Nixon, Reagan, Clinton, Obama and the Bushes – all could be considered good at these approaches. With Nixon, the lies caught up with him as he taped himself. He only resigned once the courts ordered him to release the tapes that showed he was not only paranoid, but ran a burglary and disinformation ring out of the White House.
First, when criticism is made against what you do or have done, you deny it aggressively. That is absolutely not true will be words usually spoken. Note, with false claims, denial does not mean the accuser is correct as that is part of the defense strategy under discredit. Putin claims that Ukraine is fascist, but you really cannot call Ukraine fascist if they are trying to have democratic elections. The toxic fracking slickwater is not getting into people’s water supply, is a good example of denial. The NSA is not spying on Americans is another one.
Second, when the denial ceases to work, the discredit strategy begins. Sometimes, the discrediting comes with the denial. The Putin example is a good one. The global warming is a hoax is a prime example, where the fossil fuel industry through its public relations engine wanted to paint Al Gore and all of his imperfections as the reason why global warming was not happening. He lives in large mansion and is using this as a publicity stunt. Name calling or branding people comes part and parcel. Using terms like Hitler, Apartheid or Stalin to paint something you dislike is a common tactic. I have often been called an Environmentalist, which I am, but the term is used to smear me because it is meant to construe that I do not care about jobs. The fact that there are tens of thousands of jobs in solar energy in my own state and they are growing in number, seems to get overlooked as unimportant.
Third, if denials and discrediting don’t work, disinform. This probably frustrates me most, as it is a very common tactic on partisan news shows, to spin the truth, overlook the issues or just lie. I tell people often and write on this blog and emails for people to stop watching Fox news and its counterpart, MSNBC. Your are better off watching no news as the spins can be so severe that you are not informed – you have been propagandized. The real truths include: Global warming is not a hoax. Fracking is not perfectly safe. Creationism is not science. Voter fraud is virtually non-existent. Business is not inherently bad, but needs governance. Protecting our environment costs us less in the long run. While there are a few abusers, people on food stamps are not gaming the system.
Fourth, if we are still in trouble, the next line in the sand is to diffuse. This is a measured mea culpa which allows some concessions, but does so on your terms. You have already thought through beforehand what would be an acceptable position to come to, when the avalanche of truth gets too big. You have done some internal investigations and found there is some truth in what we are being accused of, so we will fix it. You are right, climate change is real, so we are going to focus on natural gas, as it burns cleaner than coal. The data breach is bigger than we first imagined, so we are doing the following. We are only getting Metadata and not listening to your phone calls and reading your emails.
Fifth, if this fails, then we need to defray. We need to settle claims as quickly and expeditiously as possible. We must avoid class action suits. We need to divide and conquer. Pay people a pretty penny, but limit the number of pennies and limit the number of hands. No one goes to jail. We just pay out of expenses what we have already accrued when the problem first reared its head. Or, let’s recall every car that has any minor defect now. This will be far cheaper than the potential lawsuit.
The five D’s. Next time criticism is flying toward someone or some entity, watch how the issue is handled. Usually, the higher the revenue stream potential, the more aggressive the defense. The truth is usually further away from the speaker with the most to gain financially. Not always, but often enough.