Tradition Eleven

Short form:

"Eleven—Our public relations policy is based on attraction rather than promotion; we need always maintain personal anonymity at the level of press, radio and films."

Long form:

"11.—Our relations with the general public should be characterized by personal anonymity. We think A.A. ought to avoid sensational advertising. Our names and pictures as A.A. members ought not be broadcast, filmed, or publicly printed. Our public relations should be guided by the principle of attraction rather than promotion. There is never need to praise ourselves. We feel it better to let our friends recommend us."

Another cracking good idea! (which is probably why it became an AA tradition). Moreover this guideline is closely connected with the last tradition (where the principle is well and truly hammered home). In this instance the key words to reflect on are “anonymity” and “attraction” (versus “promotion”).

Firstly - “anonymity” which may be defined as: the quality or state of being unknown or unacknowledged; namelessness. So for the purposes of our “public relations” (and in the context of AA) we are men and women “WITH NO NAME”. (We should point out here that this does not mean we all have to call ourselves “Clint” (as in Eastwood) from now on, or wear ponchos and ride donkeys, and it most definitely does not imply a licence to decimate the populations of local hamlets simply because their inhabitants have been rude to our “transport of choice”! These are not mandatory!) We would suggest that this definitely includes surnames and even forenames. In the case of “celebrities” of course this is quite impossible (and another good reason why they should not break their anonymity) but for the rest of us this is an easy suggestion to follow. Even if a forename has to be used (for the purposes of polite interaction) it can be assumed. So if you've ever fancied being called Hieronymus now's your chance - or even Bruce, or Sheila. Or maybe just plain John - as in John Doe (our personal favourite).

Secondly - “attract” means: to arouse or compel the interest, admiration, or attention of. “Promote” means: to attempt to sell or popularize by advertising or publicity.

The distinction between these two approaches seems to be based on “intrinsic value” as opposed to “extrinsic display”. ie. a service or product which is inherently valuable, and which fulfils the real needs of the consumer requires little or no “marketing” and can rely simply on “word of mouth” recommendations; it has "intrinsic value". On the other hand those products (and services) which have little or no “intrinsic value” will require correspondingly larger expenditures of time and energy (and money) to shift their inherently “worthless” output ie. “extrinsic display” (this latter category would probably include almost everything advertised by the mass media, ie. TV, newspapers, magazines, internet etc). Therefore, as a quick rule of thumb, the more a product or service is plugged by these media the greater the likelihood that it is of little or no real use. AA while it adheres to the former approach demonstrates it is in fact meeting the needs of its “consumers”. If there is any shift towards the latter tendency this would suggest that it is failing in this objective and is becoming more reliant on “display” than actual substance. Needless to say the cult groups put a lot of effort into the former, never stinting on new “marketing” techniques (including that good old standby – lying), promoting themselves at every opportunity via websites, local poster campaigns (with little or no liaison with other groups), producing their own Where to Finds (whilst 'forgetting' to mention the AA groups in the area), fabricating their own literature (some of which bears only the slightest resemblance to the genuine AA article), organising so-called “conventions” or “workshops” which usually feature some much lauded “guest speaker” (ie. cult celebrity) together with the time-honoured cult techniques of manipulation/coercion in order to retain their “target market” and so on and so forth … as we have said before this list goes on “ad infinitum”.

[In this connection we're rather puzzled that the pointed headed ones haven't got round to running an X Factor style talent contest. The budding “personalities” could do their “turns” and votes would be awarded accordingly eg. tastelessness, self-promotion, lack of ability etc. The contestant scoring highest in these “qualities” would go on to win (1st prize to include a fully promoted circuit tour, CDs, book signings (“How I got Sober with Six Easy Suggestions”) and a weekend in Dallas, Texas). For the judges we'd definitely include David “The Icon” C, a fellow who is never short of a few opinions (these largely being a substitute for any genuine personality). Then there's Wayne P (Road to Recovery Plymouth cult group)– currently on sabbatical but who we're quite sure will make a miraculous come back ie. after having seen the “light” etc. Of course no line up could possibly exclude the West Kent intergroup secretary Barbara (“Cults are a Good Thing”) K, already famous for her contribution to the growing market of “personality” CDs. Lastly there's the up-and-coming charismatic “leader”, The Pied Piper of Happy Clappy Land (otherwise known as Ealing), “Happy Dennis”, whose irrepressible good humour - and capacity to launch himself skywards at the least provocation - must surely lend to such an occasion the gravity it deserves. Anyway we digress....].

There is occasionally a fine line between the two approaches and we would suggest that if in doubt ... don't! Alcoholics Anonymous has managed perfectly well without the need for publicity campaigns and works best according to traditional methods. The fellowship has no need to “market” itself and indeed undermines it's own credibility and integrity by doing so. So let our friends “recommend us” and our detractors may say what they will!

Cheers

The Fellas (Friends of Alcoholics Anonymous)