“30.
As a fellowship do we know the difference between attraction and
promotion?
Background
As PI officer for my
local Intergroup I have heard a lot of different opinions on this
subject. A while ago now, I heard that an Intergroup had put up
Alcoholics Anonymous information on billboards. I thought this may be
promotion and asked other members if they thought this was so. Some
said it was and some said it wasn't. On
another occasion it was suggested to me to put AA information on a
big screen that we have in our city centre. So I took this to my
Intergroup and asked if it would be okay to do so, and again some
were for it and some said it was promotion.
This question is not a
criticism to anyone at all. I have looked through the literature and
asked experienced members their views on the subject of what is
promotion and what is attraction and nobody agrees on what it is. I
think this disunity really stunts us from growing as quick as we
could and ultimately stops us from being of maximum use to the still
suffering alcoholic.
Terms
of Reference 6/7 Insufficient background material on this question
but a question of a similar nature covering this has been accepted
for the agenda”
Comment:
Good question! The relevant tradition is:
“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.” (short 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.” (long form)
See
also: GUIDELINES for A.A. in Great Britain (PUBLIC INFORMATION Revised April 2005
No. 7)
Dictionary definitions:
From
the above it may be seen that the distinction resides in the simple
act of conveying accurate, factual information to interested parties
(either actively or in response to their request) concerning our
activities rather than seeking to persuade them that we are, for
example, the best option available for those suffering from some form
of alcohol addiction (a claim which is difficult it not impossible to
substantiate).
We
are all familiar with TV adverts which promote some brand of cereal
that imply your life really isn't worth living if you're not
shovelling the stuff down your throat morning, noon and night. On the
other hand dietary information supplied by a health professional with
no vested interest is likely to inspire greater confidence as to the
validity (or not) of any such claims.
The
'spirit' of the “attractive” rather than “promotional”
approach might best be summarised as follows:
“When,
therefore, we were approached by those in whom the problem had been
solved, there was nothing left for us but to pick up the simple kit
of spiritual tools laid at our feet. “ (Alcoholics Anonymous, Ch
2. There is a Solution, p. 25)
There
is a considerable difference between pointing out that a service is
available and (to use the example above) shoving it down someone's
throat whether they want it or not! (cult members kindly note!). In
the former case the potential 'customer' decides whether or not they
want to proceed - not the 'seller'!
“Attractive”
information provision should therefore be factually accurate (or as
far as possible given the data available), presented in a
non-sensationalist, low key, measured fashion whilst retaining a
sense of due proportion and perspective. Any tendency towards
exaggeration should be avoided, any hint of self-congratulation
excluded. Claims as to the efficacy of the AA programme should
neither be under- or over-stated. Personal testimony is clearly
admissible if not statistically conclusive. No attempt should be made
to 'persuade' the potential candidate that they must accept what they
are told as 'gospel'. Reasoned discussion not argument should
prevail. Finally the newcomer should be made aware that they are not
obliged to accept any point of view, defer to any kind of authority
or act in any manner with which they are not entirely happy. It is
their choice not ours as to whether they adopt our approach. In other
words “suggestion” should mean “suggestion” and not
'demand'!
PI
Reading
• AA
Service Handbook of GB (Section 17 on PI)
• AA
Comes of Age
• Twelve
Traditions Illustrated
• Pamphlet
"Speaking at non-AA Meetings"
• Pamphlet
"How AA Members Co-operate"
• Pamphlet
"A Message to Professionals"
See
here
for a full list of other questions that didn't quite get through the
'filter'
Cheers
The
Fellas (Friends of Alcoholics Anonymous)
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