1018: Phil Elwood | Manipulating Media for All the Worst Humans

High-profile Clients

Phil Elwood recounts his controversial career working with high-profile clients like the Gaddafis and Assads. He reveals the ethical dilemmas faced when representing such figures, including the backlash from peers like Richard Edelman. Elwood shares a striking example involving the Gaddafi family, where he was tasked with securing positive media coverage for a terrorist's return to Libya 1 2.

It's the Faustian deal we've made with the First Amendment. It's nearly impossible to restrict what we can do.

--- Phil Elwood

These experiences highlight the murky waters of PR work for notorious clients.

   

Media Manipulation

Elwood delves into the tactics used to manipulate media coverage for his clients. He describes how he would mediate between sources and journalists to spin stories favorably, often involving litigation communications. One notable instance was securing positive press for Libya during a controversial period by drafting and leaking a letter to the media 3 4.

I deserve whatever the opposite of a Pulitzer is.

--- Phil Elwood

These manipulations often blurred ethical lines, raising questions about the integrity of media practices.

   

Astroturfing

Elwood explains the concept of astroturfing, where fake grassroots organizations are created to shape public opinion. He shares an example involving Qatar's bid for the World Cup, where he used an existing fake organization to influence public perception and provide cover for supporters 5 6.

An astroturf organization is a fake grassroots organization that gets a bunch of fake people together and makes it look like a bunch of people support a cause.

--- Phil Elwood

This tactic underscores the deceptive strategies employed in high-stakes PR campaigns.