ABSTRACT

Although L. Ron Hubbard is known for founding the Church of Scientology, he is not generally considered a public relations practitioner. However, his efforts to practice the discipline to advance Scientology are documented in Church publications. Unlike examinations of older religions, which require reinterpretations of activities through a public relations lens, existing Church documents allow for an evaluation of the role public relations played in building a religious movement. This article explores how Hubbard used public relations to establish Scientology, finding he embraced practices such as celebrity endorsement and image management but eschewed common media relations and crisis communication practices.

摘要

尽管罗恩·哈伯德（L. Ron Hubbard）以建立科学主义教会而闻名，但通常不认为他是公共关系从业者。但是，他在实践中努力推进科学论的努力在教会出版物中有记载。不同于对旧宗教的检查需要通过公共关系的角度来重新解释活动，与现有的教会文件不同的是，它可以评估公共关系在建立宗教运动中的作用。本文探讨了哈伯德如何利用公共关系建立科学主义，发现他接受了名人代言和形象管理等实践，却避开了常见的媒体关系和危机沟通实践。