The Art of War: Applying the Principles of Sun Tzu to Public Relations (Part 1)

By T.L. HEADLEY
Genesis Group Principal
ONA, W.Va. — It has been more than 2000 years since Chinese general and philosopher Sun Tzu wrote “The Art of War,” a treatise on military tactics that has become a classic.
While the book was originally purely a collection of the author’s thoughts on proper military strategy and tactics, it can be applied to everything from politics to marketing and public relations.
In the book, Sun Tzu outlines 50 basic rules that a good commander must follow to be successful.
During the next few months we will look at how “The Art of War” can be applied to public relations. Each month we will look at three or four of the concepts and illustrate their application with everyday examples.
This month, we look at the first three precepts:
A. Thoroughly assess the battlefield
B. Compare the attributes of the competitors and yourself; and,
C. Look for strategic turns and advantages.
Several of Sun Tzu’s precepts are familiar to the public relations practitioner.
First, a public relations professional should thoroughly assess the current conditions on the battlefield — the client’s important communities.
Sun refers to the “five constant factors” —
A. Moral influence
B. Weather
C. Terrain
D. The opposing commander; and,
E. Doctrine
Moral influence is another way of saying whether the client or product is believed.
Is it “the best?”
Is your candidate really the “best person for the job?”
Has your company really done everything it could to prevent the spilling of black mine water into the area’s streams?
Do you, as the public relations professional really believe in your client?
The question of weather can be equated to external influences — changes in the way business is done, technological innovation, etc.
The “terrain” is exactly that — the battlefield on which the fight will take place. In terms of marketing it is the marketplace. In terms of public relations it is the “hearts and minds” of the public.
Another factor is the relative ability of the opposing leadership. Whose staff is best able to strategize? To adapt to changes?
The last of the five constant factors is “doctrine.” This is, in essence, the principles by which the battle will be fought. Is one side playing by the rules and the other not?
The second precept is to research yourself and your potential adversary. Sun Tzu said there are seven primary measures by which the parties should be compared:
A. Which leader is best able to rally the troops?
B. Which commander is a more able leader?
C. Which side determined the battlefield and conditions under which the battle is being fought?
D. Which side has the most loyal troops?
E. Which side is stronger in terms of resources?
F. Which side has better training?
G. Which side better maintains discipline in production and message?
The third precept is to always “look for strategic turns and advantage.”
According to Sun, the good commander will use the information he has gained to look for or create strategic advantage.
“All warfare is based on deception,” Sun wrote. “Therefore when able to attack we must pretend to be unable. When employing troops we must seem inactive and when we are near we must make our enemy believe we are far away.”
In essence, make your moves on your own timetable and do not allow yourself to be drawn into battle on a field not of your choosing.
A note of caution here:
“Deception” in this usage is not intended to condone lying, either about person or product. The meaning of deception in this usage is the strategic use of timing, of holding your cards to the chest until needed.
While it is never a good policy to lie, it is sometimes necessary to not offer information.
The West Virginia Department of Environmental Protection recently had a major problem with a negative public image largely as a result of problems with a single responsiblility — regulation of the state’s mining industry.
Numerous media stories outlined these problems, ignoring many successful people-helping programs.
Over the course of several months, the department was able to change the nature of the battlefield by focusing media attention on these programs. As a result, the relationship with the media changed across the board.
Next month: “Waging War”