ONE SUBJECT PER PRESS RELEASE

Stick to one subject per release. Don't make a portmanteau of everything you
know and try to juggle it down somebody's throat. Space out your releases. It follows
the message formula—one subject per release and that is it. And you embroider that
subject to the nines and exhaust it.

Get over any effort to make a total impact. Make one bullet count. When you
conduct a press campaign, you ride one to death. And when they are tired of that one,
you give them something else. But you don't tell them five things at once, otherwise
you appear to be in a dispersal.

You must always keep introducing "ethics presences" into news releases.
"Endurance" is one. "Oh well, we can stand up to more than that, ha." "Yes, yes, well,
the schoolboys of the next generation won't even know who was chancellor or prime
minister of England of this period, but they will know who Hubbard was." And they
will think, "Agh."

There is some kind of a horrible "can't unmock it." The suppressive's effort is
to unmock. Wherever that presence hits an honest man it doesn't do him any harm.
He says, "Great." But wherever it hits a suppressive, it puts him into apathy.