As Rush Limbaugh was just referenced by president Obama I peeled the onion back to find Rush referencing the 12th rule of Saul Alinsky, author, Rules for Radicals, recognized by some as the father of radicalism. Rather than covering Rule #12 I am providing the entire list that may be useful to all of us who are engaged in promoting integrity and transparency in government.
Source: MIYAMOTO’S PUBLIC RELATIONS RESOURCE
Alinsky’s Rules for Radicals
By Craig Miyamoto, APR, Fellow PRSA
(This is an expanded version of the 2000 Third Quarter issue of Public Relations Strategies, a quarterly publication of Miyamoto Strategic Counsel)
To paraphrase some sage advice, “keep your friends close, keep your enemies closer.” If your business or organization ever becomes a target of radical activists, it will be extremely helpful to know what strategies of attack will used against you. Short of having spies infiltrate their organization – a practice that is sure to be found out and exposed to your discredit – it would help to study their methods.
Known as the “father of modern American radicalism,” Saul D. Alinsky (1909-1972) developed strategies and tactics that take the enormous, unfocused emotional energy of grassroots groups and transform it into effective anti-government and anti-corporate activism. Activist organizations teach his ideas widely taught today as a set of model behaviors, and they use these principles to create an emotional commitment to victory – no matter what.
Grassroots pressure on large organizations is reality, and there is every indication that it will grow. Because the conflicts manifest in high-profile public debate and often-panicked decision-making, studying Alinsky’s rules will help organizations develop counteractive strategies that can level the playing field.
Governments and corporations have inherent weaknesses. And, time and again, they repeat mistakes that other large organizations have made, even repeating their OWN mistakes. Alinsky’s out-of-print book – “Rules for Radicals” – illustrates why opposition groups take on large organizations with utter glee, and why these governments and corporations fail to win.
Large organizations have learned to stonewall and not empower activists. In other words, they try to ignore radical activists and are never as committed to victory as their opposition is committed to defeating them.
Result? They are unprepared for the hailstorm of brutal tactics that severely damage their reputation and send them running with their tails between their legs.
Some of these rules are ruthless, but they work. Here are the rules to be aware of:
RULE 1: “Power is not only what you have, but what the enemy thinks you have.” Power is derived from 2 main sources – money and people. “Have-Nots” must build power from flesh and blood. (These are two things of which there is a plentiful supply. Government and corporations always have a difficult time appealing to people, and usually do so almost exclusively with economic arguments.)
RULE 2: “Never go outside the expertise of your people.” It results in confusion, fear and retreat. Feeling secure adds to the backbone of anyone. (Organizations under attack wonder why radicals don’t address the “real” issues. This is why. They avoid things with which they have no knowledge.)
RULE 3: “Whenever possible, go outside the expertise of the enemy.” Look for ways to increase insecurity, anxiety and uncertainty. (This happens all the time. Watch how many organizations under attack are blind-sided by seemingly irrelevant arguments that they are then forced to address.)
RULE 4: “Make the enemy live up to its own book of rules.” If the rule is that every letter gets a reply, send 30,000 letters. You can kill them with this because no one can possibly obey all of their own rules. (This is a serious rule. The besieged entity’s very credibility and reputation is at stake, because if activists catch it lying or not living up to its commitments, they can continue to chip away at the damage.)
RULE 5: “Ridicule is man’s most potent weapon.” There is no defense. It’s irrational. It’s infuriating. It also works as a key pressure point to force the enemy into concessions. (Pretty crude, rude and mean, huh? They want to create anger and fear.)
RULE 6: “A good tactic is one your people enjoy.” They’ll keep doing it without urging and come back to do more. They’re doing their thing, and will even suggest better ones. (Radical activists, in this sense, are no different that any other human being. We all avoid “un-fun” activities, and but we revel at and enjoy the ones that work and bring results.)
RULE 7: “A tactic that drags on too long becomes a drag.” Don’t become old news. (Even radical activists get bored. So to keep them excited and involved, organizers are constantly coming up with new tactics.)
RULE 8: “Keep the pressure on. Never let up.” Keep trying new things to keep the opposition off balance. As the opposition masters one approach, hit them from the flank with something new. (Attack, attack, attack from all sides, never giving the reeling organization a chance to rest, regroup, recover and re-strategize.)
RULE 9: “The threat is usually more terrifying than the thing itself.” Imagination and ego can dream up many more consequences than any activist. (Perception is reality. Large organizations always prepare a worst-case scenario, something that may be furthest from the activists’ minds. The upshot is that the organization will expend enormous time and energy, creating in its own collective mind the direst of conclusions. The possibilities can easily poison the mind and result in demoralization.)
RULE 10: “If you push a negative hard enough, it will push through and become a positive.” Violence from the other side can win the public to your side because the public sympathizes with the underdog. (Unions used this tactic. Peaceful [albeit loud] demonstrations during the heyday of unions in the early to mid-20th Century incurred management’s wrath, often in the form of violence that eventually brought public sympathy to their side.)
RULE 11: “The price of a successful attack is a constructive alternative.” Never let the enemy score points because you’re caught without a solution to the problem. (Old saw: If you’re not part of the solution, you’re part of the problem. Activist organizations have an agenda, and their strategy is to hold a place at the table, to be given a forum to wield their power. So, they have to have a compromise solution.)
RULE 12: “Pick the target, freeze it, personalize it, and polarize it.” Cut off the support network and isolate the target from sympathy. Go after people and not institutions; people hurt faster than institutions. (This is cruel, but very effective. Direct, personalized criticism and ridicule works.)
The link for the above dozen rule text can be found at: http://www.geocities.com/WallStreet/8925/alinsky.htm
Gilbert note. I have a board in our garage with another activist suggestion from a good friend and Congressman which reads “agitate, agitate, agitate.”
While I have not seen this listing before today, we probably already engage in some of Alinsky’s recommendations.
As community watchdogs we need to keep our elected officials feet to the fire whenever they go off track.
junior (me) said in John Seiler’s Roe v. Wade post: “Why is it that when liberals are loosing an argument they resort to name calling and preposterous claims?”
Larry answered my question in this post –
RULE 5: “Ridicule is man’s most potent weapon.” There is no defense. It’s irrational. It’s infuriating. It also works as a key pressure point to force the enemy into concessions. (Pretty crude, rude and mean, huh? They want to create anger and fear.)
Many thanks Larry!
PS: Red Vixen has Alinsky’s Rules down pat.
Junior, you and Larry seem to use Alinsky’s rules too. By the way thanks Larry, I’d heard about Alinsky but never read his stuff. It seems pretty common sense to me. The other side seems to do these every time.
Larry,
Some of that stuff works well. If you’ve ever been in a protracted battle situation you’ll see all of these in play. For a particularly important issue that I was faced with, I think the best ones were: 6,8,10 and 12. Number 12 is for sure the most destructive to an enemy – It literally is winning hearts/minds of those bystanders who are witness while completely destroying the opponent’s options and networks.
I notice that Alinsky’s life span ended in the 70’s and this is well before the Internet. I also think that advertising and networking capabilities were much less sophisticated. I think that these are essential to harness. Bringing attention to your cause is vital and it has to be done in an effective way that touches the community.
I really think that analyzing what Obama did for his rise to power would be a great study for anyone who wants to change things in their community, organization etc… He was highly effective as coming from behind as a dark horse and taking the ultimate prize. I remember when some would sneer that he was only a “community organizer”, and that type of prideful ignorance simply missed what was certainly going to overtake the entire situation. I like that. When an opponent totally overwhelms the game with strategy, experience and quiet stealth. Much to be admired about that.
Larry, have a look at this link of resources for activists: http://www.casagordita.com/tools.htm
Hell-Raising 301: Changing the World in Your Spare Time
“Power never concedes anything without a demand. It never did and it never will. Find out just what people will quietly submit to and you have found out the exact measure of injustice and wrong which will be imposed upon them, and these will continue till they are resisted with either words or blows, or both.”
–Frederick Douglass
Anonymous. Until I saw Rush’s comments today I never heard of Alinsky.
However, I surely have engaged in guerilla warfare
Junior,
Rule number 10 works with you. You just kinda do a biden here and there, people step aside so that the audience can make note of it, and before you know it, you’ve got a serious credibility issue.
You seem like a very nice person, but you do let your emotions get the best of you – even in text situations. Remember: THIS IS ONLY A MESSAGE BOARD. Do your best work!
Larry,
Rush Limbaugh does’nt think much of his listeners. You know that, right?
Red Vixen said: “you do let your emotions get the best of you – even in text situations.”
Like when you called Larry a liar?
No Red you are wrong – I do control my emotions rather well. However, I do respond in kind when attacked.
Am I supposed to say that you seem like a nice person as well? Sorry, that ain’t happening.
Please provide a specific example of my behavior which would lead you to say that I have a “serious credibility issue.”
Seems to me that you are using Alinsky’s Rule no. 12. “(This is cruel, but very effective. Direct, personalized criticism and ridicule works.)”
Nice try though.
“Please provide a specific example of my behavior which would lead you to say that I have a “serious credibility issue.””
Well, okay. How about your post right here for an example?
I pointed out a LIE to LARRY and YOU came out fighting -took offense as if it had happend to you personally.
So it seems that your statement, “No Red you are wrong – I do control my emotions rather well. However, I do respond in kind when attacked.”
Is false. It’s just not a credible argument that you are making on your behalf. You reacted fiercely even though nothing about you had been questioned. And as I remember, you went on the attack. Maybe that’s what you call a peaceful existance at YOUR house, but I see someone who freaks out on a message board with little/no personal provacation.
Red. It may come as a surprise to you but I do not listen to Rush. Most of the time spent in my car is tuned to KABC, ESPN or a music station.
Larry,
I might have to do a post on Rush. He seems to be getting the attention he craves. There are some interesting video clips of him talking about his formula as an entertainer. Didn’t have much appreciation for his listeners, other than to cull an audience for his own enrichment. Nothing wrong with that kind of business acumen. However, if listeners think they are somehow special to him, they’d probably be surprised at his assessment that they lack the confidence to think on their own. He hooks and keeps them with his own confidence bravado and he keeps them mad as hell so they tune in every day to listen to him. As long as they are weak and mad, they come to him daily for their fix. He’s had this format formula since his early years.
He used to be funny. Now it makes sense that he’s just angry sounding all the time – it is a time-tested winner strategy to woo listeners. I wonder how long this schtick will continue to work magic for him.
Red said: “I pointed out a LIE to LARRY ..”
Red, you called Larry a “liar” – that is quite a bit different than “pointing out a lie.”
Yes, I took offense at your calling Larry a liar. Because I know that Larry is not a liar – and he is such a gentleman that he would probably let your affront to his honor pass.
If I stepped on Larry’s toes, I apologize for that – to Larry.
I will be the first to admit that I get upset at liberals who use tactics such as you did – calling Larry a liar.
Junior.
Thank you but there is no need for anyone to come to my defense. There are core issues I support and I simply will not go along to get along with the opposition, regardless of the outcome.
Larry,
You are an honorable man of principle and I am glad you are on our team!
You will be happy to know that we have added Libertarian blogger John Seiler and Republican blogger Roy Reynolds to our team in the past week, so you now have some back-up!
Now if only I could find a few brave liberals to blog for me…
Art.
You were multi-tasking at the inaugural ball held in Orange last Tuesday. No, not for Obama. The kick off for the Freedom Blog where both John and Roy were in attendance. Being part of another group with both of them, and interfacing with each of them at the event, I would say the bar has just been set higher on the Orange Juice network.
Larry said: “Junior – Thank you but there is no need for anyone to come to my defense.”
I know Larry, but I just love to call Red Vixen on her many breaches of civilized behavior. There are so many and she makes it so easy.
Great page. When you fight fire with fire using the same rules as the original perpetrators as they get defeated they can say you are doing the same thing. wah wah. And in the process they get exposed for the dufuses they are and eventually get defeated as few really want that.
Life is a cycle of ups and downs as dictated by mother nature. Even those politicians with the best of intents will come across hard times eventually. We have had a long period of prosperity and even the once leaders with good intent doing great sold out their principles to try and keep the gig going or get booted. As a result a crash comes and creates lots of disenfranchised citizens eager to vote for change. But often this change comes in the form of radicals using the above rules seeking to take control of your life in some form of communism or fascism and desperate people vote them in (study the weimar republic before ww2-a little bit like now?) . Fortunately, America has a strong constitution and history and enough smart people to recognize what is going on as the people living on lollipop mountain after a period of prosperity wake up and come off it and we will painfully pay off the “credit cards” of debt we never should have taken on.
The current leader is on record (see youtube) as saying our constitution is flawed because it only says what government can’t do not what it can do. We are in trouble now because is was not followed and government was expanded passing out benefits with borrowed money. And the solution is borrow more money and give more benefits? The agendas on the table now want government to migrate to being in charge of virtually everything. Where has the ever worked in any county? And where has it been tried and failed miserably in the past?
I forgot to add in the face of hard times that are probably coming do you want the freedom to decide for yourself how you will conduct business based on law?
Or would you like a bureaucrat to decide it for you who will distribute limited resources surley to his backers first to keep him in power unless he is honest?
Now there are many people and corporations lined up for a hand out out of fear is if they are not a supporter they will become a target.
The network news is acting like pravda with bagdad bob’s reporting nightly and major corporations are endorsing rediculous concepts like cap and trade in the hopes they will get tax payer money at the expense of others or have to suffer at the hands of the government like wall mart if they are not on board.
That is what we are dealing with and it will be painful. But do you want liberty? or tyrany going foreward?
The American people are stupid (ignorant?) for electing a “rock star” president. Him and his teleprompter are both extreme socialists.Soros pulls the strings,someone uploads the ‘prompter and the coffee-fetching,”house-boy” delivers another “now let me be clear” speech. The president “reads” to us as a group of sixth graders and then is praised for his “brillient” (sic!) ideas and policy decisions. As the late,great Mel Brooks would have said ,”What a guy!” Our country hasn’t been defeated in war,but WE stand by while these f**king communists take over our country. God HELP America;I’m flying my flag upside-down.
Gerald. Flying your flag upside down is unacceptable. You are not to surrender no matter how frustrated you may feel. Get involved, be it a Tea Party group that is non-partisan or any other group that promotes the same core values that you have set for yourself. In 10 months there will be some new faces in Congress. Perhaps you might reach out to one of the challenger campaign teams to see if you can participate in taking back our country before we go completely over the cliff.
The National Socialist Workers of the Reinland actually used these Rules for radicals first! In fact Alinsky actually got them from Hitler and his regime. The Nazi hierarchy actually authored these techniques first, implemented them first and used them to take over the democratic government that was established in Deutschland after World War 1. There are a number of documents published in the 1930’s by the Nazi’s that state these rules for radicals (and much more) in great detail and definition. Alinsky translated them, shortened them, redefined them and authored them as his own under the title Rules for Radicals! I would encourage ALL of you to look it up on your own. Do your own research on it and enlighten yourselves to the true source of the RULES! OBAMA and his colleagues are students of these montras and embrace their results.
The rules, taken to their logical extreme, are only common sense to the extent survival is at stake, actual survival, – leave your ego at the door – survival.
kindness matters… standards matters… traditions matter… but all too often matter matters most…
On the other hand, on another level, the rules tears away the economists’ material illusion… voters to do not necessarily act out of rational self-interest. No one can understand the rules and not acknowledge our universal susceptibly to manipulation. No matter, never mind…
So to be practical, ACTUALLY practical, inequality can’t be ignored and democracy rests on the values and intelligence of its citizenry.