P.R. Goes Social

"We Are The News Now" means that Lobbying Firms and P.R. Companies are taking their influence campaigns online, too

It’s quite obvious at this point that people are moving away from their televisions toward “alternative” means of getting information and staying up to date. Traditional cable news channels have lost all their relevance, CNN and NBC barely crack a half million views during a primetime broadcast - now compare that with hundreds, if not thousands of social media accounts that crack a half million views per daily post. In terms of influence many people barely listen to the news stations, it’s only on in the background as white noise (especially at airports and gyms), while a post from a social media influencer will garner much more attention and focus from their viewer, along with trust and emotion, so narratives coming from the influencer will stick in the viewer’s heart and mind much deeper.

This is exactly why lobbying firms and public relations companies are gravitating towards social media for their influence campaigns. Hiring influencers to promote messaging instead of paying Cable TV stations or celebrities costs much less money, as well. More impact for less money is good for their business.

Now, this new internet age is a challenge because the advance of these technologies, and the means to economically/politically exploit them, is moving far faster than our brains can keep up. I mean from a neuro-chemical standpoint, social media effecting the neurotransmitter wiring in our brains, and a discernment standpoint, the ability of learning how to spot scams, fakes, and fraudulent or agenda-ridden claims.

It becomes even more difficult when these influencers build audiences based on perceived trust and authenticity, their followers then have an emotional tie to them, thus it becomes even more difficult for the followers to believe this awesome guy they follow on X or YouTube would lie to them. Cognitive Dissonance. People don’t care that much with celebrities or TV talking heads. Also when a celebrity is in an advertisement, we knew it was an advertisement they were paid to promote, a good portion of these influencers don’t disclose they’re getting paid to shill narratives.

These dark influence operations were especially evident during our last election cycle. Political parties wanted to reach a younger generation of voters where they were, namely TikTok (and to a lesser extent, Instagram).

We have the story of good ol’ Harry Sisson, whose parents must have absolutely failed him early in life. 21 years old at the time of going “viral”, he would post in support of Joe Biden before the 2024 election and had reached millions of followers in a fairly short time frame.

He denied that he “took any money from the Democrat party”, while technically true, this is a convenient slide. At one point he was contracted with a company called Palette Management, which the DNC did, in fact, give hundreds of thousands of dollars to. The money just had to go through a few hands to get to Sisson.

Then we have today’s sensation of conservative influencers posting in lockstep to oppose removing soda from government subsidized SNAP benefits (nutrition assistance program for low income individuals).

Removing Soda from SNAP benefits? Makes sense. That’s not an essential food and it has zero nutritional value. Now why would these conservative influencers be running these narratives in unison?

Could it be…. money? Ding ding!

Influenceable runs social media marketing campaigns, they look for influencers on social media with big enough followings in target demographics and offer them money to run posts - they reached out last year to run some posts on We The Media’s Telegram channel, I never took the bait.

Soda companies (Coke & Pepsi) make billions of dollars from their products being allowed as purchases on the SNAP program, so it makes sense they’d funnel millions of dollars, at least, into swaying people to agree with their position. They’re also targeting the MAHA/MAGA side of the political aisle, as that’s where most of their opposition is. Sneaky tactics, leveraging the anti-woke crowd with images of Trump and convincing arguments about “government overreach”. In Nick Sortor’s Twitter thread on this story, he details the exact strategy Influenceable gave to their affiliates, and it’s likely that large beverage lobbying firms like AmeriBev may have paid Influenceable for this campaign.

I also find the argument from the “America First”/“pro-freedom” crowd on why to keep Soda and Candy on SNAP benefits to be hilariously hypocritical.

“Trump drinks it!”

“Freedom of choice!”

But, Trump pays for it with his own money.

Are they saying taxpayers should not have the freedom to choose what benefits we are funding? Anyway..

Finally, I ran across this example yesterday and thought it would perfectly fit into this article. The influence campaign may not just be directed from companies, lobbying agencies, or political campaigns - it could come from countries as well!

Listen to these YouTube travel vloggers all visit the exact same spot in China and say the exact same thing about it.

You would think “Oh, travel vlogging! This isn’t going to be political at all!” - but those sneaky bastards find ways to insert their PSYOPs into anything. The more “non-political” the influencer or demographic seems the better it will work, if you think about it.

Taking money to run posts isn’t inherently bad. Just have to make sure:
- Messaging is honorable
- Transparency with followers is there

Obviously taking money to run posts shilling for shit products, lame initiatives or loser political campaigns is fake and lame (especially if they don’t admit they were paid posts).

”We are the news now” - with great power comes great responsibility.

The responsibility is on the social media influencer to create honorable messaging and ethical ways of sustaining themselves and not cave to the every dollar thrown their way (which unfortunately many are failing at - greed).

And the responsibility is also for the follower, viewer, the content consumer for not becoming attached to internet personalities and falsely idolize. To watching content with a keen eye, always having discernment for what they are reading and listening to.

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If you are looking to create an “influencing” brand centered with ethical messaging, or if you are looking to grow a product based business and want help navigating social media - I have videos on my Awakened Warriors Skool Group to help with your endeavor, particularly my Entrepreneur Accelerator course.

I also have content devoted to honing discernment and identifying internet manipulation, such as my PSYOP Defense course.

Many videos, much knowledge, 1-on-1 messaging and live calls to develop your health, wealth, and purpose. Sign up here »

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