Thank You For Smoking by Christopher Buckley tells the story of Nick Naylor, the spokesman for big tobacco companies. While hidden behind heavy satire, the book has a few good lessons for those studying crisis communications.
The book has been highlighted in public relations courses as an example of a wayward approach to public affairs and offers students a guide of what not to do as public relations professionals. As the Vice President of the Academy of Tobacco Studies, Nick Naylor is a lobbyist and chief spokesperson on behalf of the American tobacco industry. Most public relations practitioners deal with crises sporadically; Naylor defends the reputation of tobacco companies on a daily basis. While there are some tactics Naylor employs that are aspects of good crisis communication, it became clear that Naylor’s approach to public relations included dishonesty and spin control.
Naylor emphasizes that Americans should have the freedom to choose whether they smoke or not. Like any good communicator, this message is consistent and clear every time he speaks. However, clear and consistent messaging is the only thing Naylor does that is worth imitating. Buckley’s novel satirizes the public relations industry by casting Naylor as a man who uses his way with words to do immoral things. Naylor is constantly denying that there is any clear link to lung cancer and tobacco and refusing to participate in honest and straightforward dialogue about the obvious dangers of smoking. The characters become even more exaggerated as Naylor meets with two friends, Polly and Bobby Jay who are lobbyists for alcohol and firearms respectively. The satire becomes clear as Buckley dubs the group the “Mod Squad,” an acronym for “merchants of death.”
In general, it was interesting to read about Naylor’s strategies and tactics for dealing with an ongoing and deep-rooted reputational crisis. However, Naylor’s approach should serve as a guide of things companies should not do when faced with a crisis. Although Naylor was effective at stumping congressmen he was wildly unpopular with the general public. At one point, he is kidnapped and nearly murdered by a group frustrated by his lies. During crisis, companies should always be upfront and honest with the general public in order to maintain their trust. This book was an entertaining read, although slightly worrisome to anyone who knows the real value of public relations is protecting consumers, and not exploiting them. Ultimately, I would not recommend this book as a learning exercise for crisis communication.
Kathryn Knight
University of North Carolina-Chapel Hill
The book has been highlighted in public relations courses as an example of a wayward approach to public affairs and offers students a guide of what not to do as public relations professionals. As the Vice President of the Academy of Tobacco Studies, Nick Naylor is a lobbyist and chief spokesperson on behalf of the American tobacco industry. Most public relations practitioners deal with crises sporadically; Naylor defends the reputation of tobacco companies on a daily basis. While there are some tactics Naylor employs that are aspects of good crisis communication, it became clear that Naylor’s approach to public relations included dishonesty and spin control.
Naylor emphasizes that Americans should have the freedom to choose whether they smoke or not. Like any good communicator, this message is consistent and clear every time he speaks. However, clear and consistent messaging is the only thing Naylor does that is worth imitating. Buckley’s novel satirizes the public relations industry by casting Naylor as a man who uses his way with words to do immoral things. Naylor is constantly denying that there is any clear link to lung cancer and tobacco and refusing to participate in honest and straightforward dialogue about the obvious dangers of smoking. The characters become even more exaggerated as Naylor meets with two friends, Polly and Bobby Jay who are lobbyists for alcohol and firearms respectively. The satire becomes clear as Buckley dubs the group the “Mod Squad,” an acronym for “merchants of death.”
In general, it was interesting to read about Naylor’s strategies and tactics for dealing with an ongoing and deep-rooted reputational crisis. However, Naylor’s approach should serve as a guide of things companies should not do when faced with a crisis. Although Naylor was effective at stumping congressmen he was wildly unpopular with the general public. At one point, he is kidnapped and nearly murdered by a group frustrated by his lies. During crisis, companies should always be upfront and honest with the general public in order to maintain their trust. This book was an entertaining read, although slightly worrisome to anyone who knows the real value of public relations is protecting consumers, and not exploiting them. Ultimately, I would not recommend this book as a learning exercise for crisis communication.
Kathryn Knight
University of North Carolina-Chapel Hill