All the Worst Humans: How I Made News for Dictators, Tycoons, and Politicians

All the Worst Humans: How I Made News for Dictators, Tycoons, and Politicians

Phil Elwood

3.93(2509 readers)
New York Times Editors' Choice
Named a best book of the year by Amazon

"A rollicking, unexpectedly affecting story. . . It’s going to be one of the big, buzzy Beltway books of the year."
—Politico

A bridge-burning, riotous memoir by a top PR operative in Washington who exposes the secrets of the $129-billion industry that controls so much of what we see and hear in the media—from a man who used to pull the strings, and who is now pulling back the curtain.

After nearly two decades in the Washington PR business, Elwood wants to come clean, by exposing the dark underbelly of the very industry that’s made him so successful. The first step is revealing exactly what he’s been up to for the past twenty years—and it isn’t pretty.

Elwood has worked for a murderer’s row of questionable clients, including Gaddafi, Assad, and the government of Qatar. In All the Worst Humans, Elwood unveils how the PR business works, and how the truth gets made, spun, and sold to the public—not shying away from the gritty details of his unlikely career.

This is a piercing look into the corridors of money, power, politics, and control, all told in Elwood’s disarmingly funny and entertaining voice. He recounts a four-day Las Vegas bacchanal with a dictator’s son, plotting communications strategies against a terrorist organization in Western Africa, and helping to land a Middle Eastern dictator’s wife a glowing profile in Vogue on the same time the Arab Spring broke out. And he reveals all his slippery tricks for seducing journalists in order to create chaos and ultimately cover for politicians, dictators, and spies—the industry-secret tactics that led to his rise as a political PR pro.

Along the way, Phil walks the halls of the Capitol, rides in armored cars through Abuja, and watches his client lose his annual income at the roulette table. But as he moved up the ranks, he felt worse and worse about the sleaziness of it all—until Elwood receives a shocking wake-up call from the FBI. This risky game nearly cost Elwood his life and his freedom. Seeing the light, Elwood decides to change his ways, and his clients, and to tell the full truth about who is the worst human.

Publisher

Henry Holt and Co.

Publication Date

6/25/2024

ISBN

9781250321572

Pages

272

Categories

Politics

Questions & Answers

In the book, public relations (PR) plays a pivotal role in shaping public opinion and political landscapes. PR professionals, like the protagonist Phil Elwood, act as intermediaries between clients and the media, using their influence to control the narrative and perception of their clients. They employ various tactics, such as:

  1. Media Manipulation: By controlling the flow of information, PR professionals can sway public opinion in favor of their clients, often by framing stories in a way that benefits the client.

  2. Crisis Management: They help clients navigate crises, turning potential disasters into opportunities for redemption or rebranding.

  3. Influence on Media: PR professionals have connections with journalists and media outlets, allowing them to place stories and influence coverage.

  4. Lobbying and Advocacy: They work to promote their clients' agendas, sometimes by creating the illusion of grassroots support or public consensus.

  5. Foreign Influence: The book also highlights how PR is used by foreign entities to influence American politics and public opinion.

Overall, PR is depicted as a powerful tool that can significantly impact public perception and political outcomes, often in ways that are not immediately apparent to the public.

The author's journey reflects the ethical dilemmas and consequences of working in the PR industry through his experiences with various clients, including dictators and controversial figures. He initially thrived in the industry, using his influence to manipulate media narratives and achieve clients' goals, often at the expense of truth and morality. However, his work led to personal guilt, fear, and a heavy conscience, especially after working with clients like Gaddafi and Assad. His diagnosis of bipolar II disorder and PTSD further underscore the toll his career took on his mental health. The author's decision to quit his job and seek help for his struggles symbolizes his realization of the ethical consequences of his actions and his desire to make amends. His journey ultimately highlights the moral complexities and potential harm inherent in the PR industry.

The book portrays a relationship between public relations (PR) and journalism that is deeply intertwined and often contentious. PR professionals, like the narrator, wield significant influence over media coverage, often shaping narratives to benefit their clients. This can lead to several implications:

  1. Manipulation of Public Opinion: PR can manipulate public opinion by controlling the narrative and framing stories in a way that benefits their clients, potentially overshadowing important truths or context.

  2. Journalistic Integrity: The book suggests that journalists may be influenced by access to exclusive information provided by PR professionals, potentially compromising journalistic integrity.

  3. Power Imbalance: The power dynamic is heavily skewed in favor of PR professionals, who have the resources and connections to shape media coverage, while journalists often rely on these sources for information.

  4. Public Trust: The portrayal raises concerns about public trust in the media, as it suggests that journalists may be complicit in spreading misinformation or biased narratives.

  5. Ethical Dilemmas: PR professionals face ethical dilemmas when they are asked to manipulate or lie, which can lead to internal conflict and moral ambiguity.

The book illustrates how information and access are pivotal in shaping public perception and political outcomes. It shows how public relations professionals, like the narrator, manipulate information to influence media coverage, which in turn affects public opinion. By controlling the narrative and providing exclusive information, they can sway journalists and the public towards a particular viewpoint. This control over information is used to create inflection points, turning crises into opportunities for clients to rebrand or shift public perception. The book also highlights the role of access to influential figures, media, and political processes in achieving these goals, emphasizing the power dynamics at play in modern politics and media.

The author's experiences highlight several critical lessons about PR professionals and the industry's potential for reform:

  1. Ethical Concerns: PR professionals must navigate complex ethical dilemmas, such as manipulating media coverage and representing controversial clients. The author's experiences with dictators and corporations demonstrate the potential for abuse in the industry.

  2. Transparency and Accountability: The author's work with Psy-Group and its connections to the Mueller investigation underscore the importance of transparency and accountability in PR. The industry must ensure that its actions are transparent and do not undermine democratic processes.

  3. Impact on Journalism: PR professionals have significant influence over media coverage. The author's experiences show that this power can be used to manipulate narratives and mislead the public. The industry needs to foster a more balanced and critical approach to media relations.

  4. Client Relationships: The author's experiences with clients like Kim Dotcom and the Libyan government reveal the need for PR professionals to maintain a strong ethical stance, even when faced with pressure from clients to engage in questionable practices.

  5. Self-Regulation: The industry must implement stronger self-regulatory measures to ensure ethical practices and prevent abuse. This could include establishing clearer guidelines and consequences for unethical behavior.

  6. Professional Development: PR professionals should focus on developing skills that go beyond media manipulation, such as critical thinking and ethical decision-making, to contribute positively to society.

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