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Thursday, 12 June 2014

Conference questions (2014) – almost! (contd)


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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