As a communications person myself, I can really appreciate a good PR campaign, and the best I’ve seen in a long time is the new effort by U.S. right-wing evangelicals to completely whitewash their own history of involvement with Uganda’s Anti-Homosexuality law.
For the last five years, human rights advocates around the world been discussing how U.S. conservative figures were integrally involved in the creation of the Anti-Homosexuality Bill (originally called the “Kill the Gays Bill”).
Vast amounts of research have been produced on the involvement of conservatives such as Rick Warren (who posted a YouTube video supporting California’s Prop 8 only to later take it down and deny it ever happened), and hours of undercover footage were taken of Scott Lively (famous for claiming the Nazi Party was really a gay club in his book The Pink Swastika) in Kampala, Uganda, advocating the bill’s creation with local political and religious leaders.
As evidence of their involvement has spread throughout the U.S., the public’s sentiment on these characters’ involvement has soured considerably. This was exacerbated when, last month, Uganda President Yoweri Museveni signed the Anti-Homosexuality Bill into law, ascribing life-in-prison sentences to LGBTQ people in the African nation, criminalizing advocacy of homosexuality, and requiring authority figures (parents, teachers, doctors, etc.) to report LGBTQ people to the government.
The American public is finally taking notice. Story after story in major media outlets (The Guardian, Real News Network, The Rachel Maddow Show, and the National Journal in just the last few weeks) is running about these right-wing evangelicals’ involvement, and the millions of dollars they’ve poured into Uganda, Nigeria, Russia, and elsewhere in carefully crafted campaigns to train local pastors and political leaders how to use culture wars-talking points for an all-out attack on LGBTQ people.
So if you were a right-wing public figure, and all of a sudden found yourself standing alone, staring down the barrel of public anger over your past work, what would you do?
For most public figures, it would be a career-ending disaster. But when you’ve got the money, the personnel, and a stellar PR team, you just might be able to convince the rest of us of a simple little lie: They were against the law in the first place.
The process of turning someone who claims “gay = Nazi” and that “equal rights = condoning pedophilia” into a “moderate” is quite the sight to behold.
Step 1: Float the New Idea
In an interview on NPR’s “Tell Me More” program, Scott Lively wasted no time distancing himself from the criminalization measures in the Anti-Homosexuality Bill. Almost before host Michel Martin could finish introducing him, Lively jumped in with, “I have mixed feelings about the bill. I support the provisions that increase penalties for homosexual abuse of children and intentional spreading of AIDS through sodomy. But I think the other provisions are too harsh, and I don’t support those and I wish they’d gone in a different direction.”
Quite the change from the Scott Lively of 2009, who wrote a blog post while in Uganda where he admitted meeting with local lawmakers, warning Ugandans “how bad things would be” if it was not illegal to be an LGBTQ person, and that his campaign to enact legislation further persecuting sexual minorities was “a nuclear bomb against the ‘gay’ agenda in Uganda.” He concluded, “I pray that this, and the predictions, are true.”
Step 2: Create a New Image
For the last several years, Pastor Rick Warren has been successfully advancing his media blitz to get people talking about anything other than his stance on homosexuality. In December of last year, he was featured in TIME Magazine talking about his new weight-loss plan. This same story has been pushed hard by Warren’s PR team, resulting in features in Parade Magazine and NPR—none of which mentioned his flip-flop on Prop 8, or his involvement with the Anti-Homosexuality Bill in Uganda.
Step 3: Strategically Place Reinforcements of your Talking Points
Following the NPR story with Lively, a new article surfaced on the Religious News Service, expertly titled “U.S. evangelicals on the defense over Uganda’s Anti-Homosexuality Act.”
Staging the piece as a journalistic interview, author Sarah Pulliam Bailey basically transcribes a press release from Scott Lively and Rick Warren, disavowing themselves of their involvement:
California megachurch pastor Rick Warren, too, posted on his Facebook page on Sunday (March 2) denying allegations that he ever supported the Uganda bill…
Scott Lively, a Massachusetts pastor and head of Abiding Truth Ministries, said that he is not responsible for the bill.
“It’s a very insulting argument, that somehow an American evangelical pastor is so powerful that I’ve overwhelmed the intelligence of an entire government and turned them out to do my will,” Lively said. “The Ugandans knew what they wanted to hear.”
He said he does not support the bill in its final form.
Never mind that Lively himself has admitted on several occasions that he had seen and reviewed the original “Kill the Gays Bill” before it had been released to the public. Despite the ample evidence of Lively and Warren’s involvement in Uganda, none of it is mentioned. There isn’t even a hint at what pro-human rights groups have found in their research.
Step 4: Spread the Word
Now that they’ve gotten their press release printed as if it were an accredited journalistic account, the right-wing PR campaign can push to get mainstream outlets to reprint. The whitewashed article has been republished not only on small sites like Spokane Faith & Values, but on major outlets like The Washington Post.
As is typical with controversial and nuanced stories, the simple talking points are much easier to publish. Why bother researching what these right-wing evangelicals have said and done beyond U.S. borders, when they’re willing to tell American media a completely different—and significantly more palatable—story on camera?
The Fatal Flaw
This massive PR campaign has only made one mistake so far, but it’s a big one. Rick Warren has, by far, been the most successful at misleading the public into thinking he’s a moderate. He’s been at it for years. If the campaign had aimed to only wash Warren’s hands of Ugandan LGBTQ blood, it would probably succeed with flying colors. But the efforts have been ambitious than that.
The inclusion of Scott Lively throws the door wide open for the public to see this PR stunt for what it is. While few people other than researchers on the ground have seen Warren at work in Africa—partnering with local anti-gay clergy and feeding them the funds necessary to push through the Anti-Homosexuality Bill—plenty of people have heard Scott Lively on air or in his writings comparing LGBTQ people to rapists and pedophiles. Plenty of people have seen the undercover videos from Rev. Dr. Kapya Kaoma of Scott Lively in Uganda explaining that if they don’t enact anti-gay legislation then gays from America will come and recruit their children. And plenty of people have seen the videos of Scott Lively on Ugandan TV with the vehemently anti-gay Pastor Martin Ssempa, saying that Uganda needed to enact the Anti-Homosexuality law and criminalize LGBTQ people in order to save children from being “recruited
There’s no question of right-wing evangelical involvement in Uganda’s anti-gay legislation. The work has been verified and fact-checked by researchers around the globe, organizations like Amnesty International, and outlets such as the New York Times. There’s a reason a court refused to throw out the case against Scott Lively for crimes against humanity.
It’s not just human rights advocates who are shocked by the turnabout from these conservatives. The anti-gay clergy in Uganda they’ve spent years training are shocked as well. Pastor Martin Ssempa was so surprised he published a letter addressed to Rick Warren, asking why he is now changing his story.
When you came to Uganda on Thursday, 27 March 2008, and expressed support to the Church of Uganda’s boycott of the pro-homosexual church of England, you stated; “The Church of England is wrong, and I support the Church of Uganda”.
You are further remembered to say, “homosexuality is not a natural way of life and thus (its) not a human right. We shall not tolerate this apect at all”.
Good PR work has a tendency to override facts. Tell people that something didn’t happen enough times, and eventually they’ll start to believe it. It’s up to us to tell the truth louder and more often.