In honor of the current election cycle, an excerpt from my suspense/thriller, Mr. Magic. You can read the full-tilt lunacy of the role public relations plays in this and other marketing campaigns at Amazon, iTunes, Barnes & Noble, Kobo and bookstores almost everywhere.
And now, Brinker, the defrocked journalist turned PR whiz, will show you how campaigns work their magic:
On a blustery day in early April, Mary Margaret Paulson stood in an open hanger with the snow swirling like dust devils and gazed at the adoring masses. She looked every bit the presidential candidate. Perfect cheekbones, glossy red lips and a bushel of rich brown hair. Long legs in a black pencil skirt, lacy blouse and a red power jacket with shoulders big enough to carry half the states to the convention.
On the campaign trail she’d been called Chillbilly and Bible Spice for her passionate defense of religious freedom. The media mocked her. The pundits hated her. But Brinker knew one thing that many had forgotten: the woman oozed sex from every pore, and men and women alike would sacrifice their firstborn to share the air with her.
The scene resembled a campaign rally. An American flag hung behind two corporate jets emblazoned with the cement company’s logo. Paulson stood on a wooden A-Treat box behind a lectern decorated with patriotic bunting and waved like the queen on parade. A crowd of at least a thousand swelled around her, a line of police officers in reflective vests keeping protesters and supporters on opposite sides of the concrete apron. Sitting in rows of folding chairs under space heaters were local and state dignitaries, representatives from the governor’s office, county council members and the mayors of every city within a fifty-mile radius. The rest of the rabble stood in the cold, their hats declaring allegiance to Garth Brooks, the Phillies and the NRA.
Brinker focused on Paulson’s speech. In an effort to cut costs, the cement company wanted to burn hazardous waste. Residents weren’t convinced by the company’s health studies, which showed emissions would remain below EPA thresholds. His position paper had dealt with the need to balance environmental protection with economic growth. He’d reduced it to three bullet points. Paulson hadn’t gotten through the first when she veered off-message like a bike that had lost its training wheels. She ranted about liberals and intellectuals, the elite and the effete, people who were ruining the country with their bleeding hearts and costly regulations, stifling growth and free enterprise and everything that made America great.
The crowd cheered and Brinker, the PR whiz who’d turned a serial killer into a national brand, started to worry that the stunt wouldn’t backfire, that it wouldn’t create the chaos that guaranteed national coverage. Then, from across the tarmac, he heard the sound of grinding gears and smelled the belch of diesel exhaust as an ancient blue school bus tottered around the corner of the hanger and four dozen Korean woman dressed in hot pink jumpsuits piled out, Buddha at the fore, the notes of Psy’s “Gangnam Style” throbbing from a speaker on the roof.
Buddha, AKA Benjamin Kwon, community organizer and ace travel agent who helped the pursued disappear from the grid. Handing signs to the women—he’d economized by printing both sides, “Feel the Burn” on the front and, on the back, “Burn, Baby, Burn”—he marched them through the crowd, the Koreans forming a wall between supporters and protesters. As they twirled their signs and waved to the camera, Buddha broke away and headed for the perimeter.
Brinker sidled up to him. “How’s it going?”
“’Oppa oppa Gangnam style.’”
“You should run for office.”
Realizing that reinforcements had arrived, Paulson pointed at the ground with a sharply manicured finger and shouted, “This is it! Right here in little old Allentown, PA! The front lines of the battle, the home of concrete and steel that made this nation great!”
The crowd surged, one half cheering, the other half waving signs mounted on wooden stakes the size of baseball bats. Brinker could smell the blood lust as it raced through them, flaring nostrils, pumping muscles, raking their skin until they began to howl.
The handlers must have felt the massive animal coiling for a strike because two of them flanked the lectern as Paulson finished her speech with the pump of a fist and the cry of “Burn, baby, burn!”
The audience exploded, the police line collapsed. Protesters wielded their signs like clubs. Politicians ducked behind the flag. The cement company’s security force, standing respectfully at attention during the remarks, formed a firewall while the handlers hustled Paulson through the back of the hanger.
As police rushed in with batons, Buddha pulled Brinker to the sidelines. Above the roar of sirens, he said, “We have failed you, my friend.”
Brinker smiled as video crews captured the melee. “It’s all good.”