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Saturday, May. 02, 2009

Herbert A. Opalek: Managing perception

I believe many of us are unaware of a fairly new technique in the arsenal of some politicians that is used to alter, nullify or falsely redirect the stated will of the people who elected them.

It's a concept called "perception management."

Most public relation firms and, very often, desperate politicians employ spin doctors. These spin doctors are adept at spinning the truth to make the politician's positions look both correct and righteous.

But perception managers do not spin the truth. They create facts and then try to sell these facts to the public at large. They are purveyors of the "big lie" and often are exceptionally successful in doing so.

Perception management is typically carried out between governments, or between governments and citizens. Even businesses perception management for their firms. Often enough, these businesses themselves, conduct in-house perception management with their own public relations staff.

Perception management has filtered into common use as a synonym for "persuasion." Public officials who are accused of shading the truth are now frequently charged with engaging in perception management when disseminating information to media or to the general public.

Perception management takes on a very specific role when it comes to local politics. In politics, you are only as good as your reputation. But it is possible for a reputation that was built over the course of years to be sunk in a matter of days or weeks.

For this reason, the ability to navigate the shifting tides of public life and the inquiries of the media represents a vital skill for every politician. This is especially true for municipal politicians, who live in the same community as their constituents and bear responsibility for issues -- whether garbage, parks or planning -- that hit close to home.

For the sake of argument, one could argue that a politician who railed against the new Wal-Mart distribution center, without verifiable rhyme or reason, (and I am not saying that this is the case) sometimes manage their arguments by using half truths and lies.

In such a case, perception managment techniques would be used by these politicians to suppress critical thinking and deep inquiry by the public. Why ask for more jobs when there are barely concealed ulterior motives to keep Wal-Mart out of Merced?

Fear remains the tool of choice when it comes to manipulating inquiring minds. In doing this, they deny our right to know the real facts about Wal-Mart.

Political perception management is not just a manipulation of the facts, but a complete ignoring of them. It presents a jaundiced view; masquerading as compassion and generosity.

We must always be wary of the propaganda regardless of where it comes from. We must see through perception management -- to the motivations and heart of those presenting it.

If there is power or money at stake behind the messages, you can be sure you are being exposed to spin or perception management.

Once you recognize this, understanding what is going on, you can dismiss it and begin to identify the truth that is being distorted or hidden from you by politicians that do not have your real interests at heart.

Then and only then can you stand for the truth as you know it.

Herbert A. Opalek is CEO of the Merced County Rescue Mission.